E-commerce: advertising pressure increases in May
In May, e-commerce advertising spending totaled 56 million Swiss francs (gross). With summer just around the corner, momentum is building, and e-commerce advertising spending has risen by 14.4 million compared to the previous month.
This figure corresponds to an increase of 4.1% compared to the same month last year. The share of the overall advertising market also increased and stood at 11.1% in the brilliant last winter month of the year (April: 8.6%).
Travel says goodbye to the top 3
The General Merchandise category is now at the top of the e-commerce market categories that generated the greatest advertising pressure in May. It catapulted the Travel category out of the top 3, which had to settle for 4th place in May. The Clothing & Accessories category was pushed from 1st place in the previous month to 2nd place. As in the previous month, the Search & Find category took third place. The top brand in the Search & Find category is Best Offer. Galaxus is the top brand in the General Merchandise category. Zalando is still in the lead in the Clothing & Accessories category. Market categories.
Monthly e-commerce advertising print and top brand
General Merchandise fights its way back into the top 5
While the out-of-home (+7%), print (+2%) and TV (+1%) media groups showed a positive trend in the media mix in May, the online (search) media group recorded a drop of 11% compared to the previous month. The General Merchandise category regained its place in the top 5 in May. The greatest e-commerce advertising pressure in this category is generated in the Out-of-Home and TV media groups. The Clothing & Accessories category, which is also represented in the top 5, concentrated the most on TV and online advertising of all categories. In contrast to the previous month, the Consumer Electronics category increased its share of print advertising.
Media Mix
Advertising pressure distribution of all e-commerce brands in May 2016
More brands for the Food & Beverages category The Food & Beverages category saw the biggest change in the number of brands advertising in May. The total increased from 156 brands in April to the current 166 brands. The second-largest increase, with 7 more brands each, was recorded by the Travel (currently 438 brands) and Finance (currently 199 brands) categories. The dating category shows a contrasting picture: while 92 brands advertised in the dating category in April, there were 6 fewer brands in May (86 in total). Perhaps the warmer temperatures are causing more people to fall in love. The General Merchandise category is clearly dominated by the top 5 brands: Over 95 percent of e-commerce advertising pressure in this category is generated by the top 5 brands. In the Consumer Electronics category, this figure is just under 82%.
Top 10 categories
Advertising shares of e-commerce brands in May 2016
