eCommerce Trend February
E-commerce brands have gotten off to a strong start in the new advertising year. Compared to the previous year, e-commerce advertising volume has risen by a remarkable 38.8 percent.
eCommerce brands got off to a good start in the new advertising year. In February, eCommerce advertising print of 62.6 million gross Swiss francs was generated. The current value is thus just below the January value (66.5 million). Compared to the same month last year, the eCommerce advertising print represents a striking increase of 38.8 percent. The share of the total advertising market is 15.7 percent.
Total market
Development of eCommerce advertising print as of February 2017
Sports holiday greetings
After the sports vacations, it is the market category that took first place. It generated a total eCommerce advertising print of 12.3 million gross francs. Trivago is the top brand in this category. With an eCommerce advertising print of 6.7 million, the market category falls to 2nd place. Top Brand in this category is anibis.ch. The top 3 is completed by the market category with its number 1 brand Zalando.
Market categories
Monthly eCommerce Advertising Print and Top Brand
Search advertising increases its share
In the February advertising month, it is search advertising that gains a total of 5 percentage points. The out-of-home media group is up 2 percentage points, while online (display) is up one percentage point on January. The traditional medium TV loses a total of 7 percent. General Merchandise increased its out-of-home share at the expense of print and TV. At Furniture & Furnishing, more than 80 percent of advertising print is generated in the Online (Search) media group.
Media Mix
Advertising print distribution of all eCommerce brands in February 2017
Advertising print distribution of the top 5 categories
More brands for Search & Find
The market category represented in the top 10 Search & Find counts a total of 14 more brands that placed advertising in February. It shows good diversification in February; in this category, even the brands that are not among the top 5 brands have a relatively high share of the total eCommerce advertising pressure. In the market category Furniture & Furnishing there are 11 brands more in February. Dating, General Merchandise and Consumer Electronics are clearly dominated by the top 5 brands.
Top 10 categories
Advertising shares of eCommerce brands in February 2017
