E-commerce trend December 2015
Gross advertising spend in the e-commerce advertising market totaled 58.2 million Swiss francs in December, well below the previous month’s figure (65.5 million). Compared to the same month last year, advertising spend in December was up 5.2 percent.
As in the previous month, the share of the total advertising market is 11.4 percent. This is shown by the E-Commerce Trend Report 2015 from Media Focus on the development of advertising in Swiss e-commerce.
Consumer Electronics in the Top 3 for the first time
Among the top 3 market categories, it is noticeable that Consumer Electronics is in the top 3 for the first time in months. However, this ranking is not only due to additional investment in the category itself, but also to the Travel category, which has relinquished third place in recent months with a drop of CHF 0.5 million. The first place continues to be occupied by the Search & Find category, which shows a smaller advertising pressure of 7.7 million Swiss francs in December (-5.3 million Swiss francs). Two major changes stand out among the top brands: Twerenbold has made it to the front of the Travel category for the first time and the Finance category is now led by Swissquote.
The media mix in upheaval
In December, less was invested in print (-5 percent), TV (-4 percent), out-of-home (-1 percent) and online display (-2 percent). On the other hand, search advertising saw a marked increase of eleven percent over the previous month. This increase is primarily attributable to Search & Find (+18 percent) and Clothing & Accessories (+15 percent).
In retrospect, the trends show
A review of the last six months clearly shows that around ten more brands advertised in the Search & Find category every month from July to December 2015. With currently 256 brands, it is in second place among the most hotly contested categories. In first place, with 497 brands in December, is the Clothing & Accessories category, one of the most hotly contested online businesses of all. However, in the last six months, only an average of five more brands competed for the favor of shoppers in this category each month. To be successful in this category, you either have to invest a lot of money or stand out from the crowd.
Total market
Development of e-commerce advertising print as of December 2015
Media Mix
December 2015
Top 10 categories
Advertising shares of eCommerce brands in December 2015
Here the complete e-commerce trend with tabular trend indication for 28 different e-commerce markets as well as methodological notes are available for download.
