E-commerce advertising print records high for the year in July

At 94.7 million gross francs, e-commerce advertising pressure reached its highest level of the year in July. Compared to the same month last year, e-commerce advertising pressure increased by a striking 137.9%. E-commerce advertising accounted for 24% of the total advertising market in July. Search Mobile is integrated and reported in the Media Focus advertising statistics as at the end of July 2017. The significant increase of 137.9% is partly due to the integration of Search Mobile.

Search advertising: Mobile data integration

The Internet media group has been reported including search advertising since January 2017. The media mix is published monthly in the Advertising Market Trend. Search advertising includes data on Search Desktop. In addition to Search Desktop, Search Mobile is also integrated and reported in the Media Focus advertising statistics as of the data cut-off date of July 2017. More information on the integration of search advertising can be found here.

Overall market: development of e-commerce advertising pressure as at July 2017

Off to the south

The summer and vacation season is also reflected in the category rankings. Travel generated e-commerce advertising pressure of 19 million gross francs in July, successfully defending its first place. The top brand in this category is Trivago. Clothing & Accessories with La Redoute as top brand climbs up the winners' podium and replaces Search & Find in second place. Homegate.ch is the top brand in the Search & Find category, having to settle for third place in July.

Market categories: Monthly e-commerce advertising pressure and top brand

Search advertising in high gear

The integration of search-mobile leads to a significant increase in the share of online (search) in the media mix. Compared to the previous month, the online (search) media group gained a total of 20 percentage points (June: 59%). The print and TV media groups were unable to increase their share in the summer month of July. Print lost 6 percentage points, while the TV media group lost a total of 7 percentage points compared to June.

Media mix: advertising pressure distribution of all e-commerce brands in July 2017

Advertising print distribution of the top 5 categories

Vacation fever

The two biggest increases in the number of brands were seen in the number 1 market category Travel and Dating: both have a total of 6 more brands in their portfolios. In the Finance market category, 9 brands placed fewer ads than in June. Furniture & Furnishing shows a decrease of 8 e-commerce brands.

Top 10 categories: Advertising shares of e-commerce brands in July 2017