Slight increase
E-commerce advertising pressure increased slightly in October. The consumer electronics category picked up strongly. In addition, cinema advertising made a comeback.
In October, e-commerce advertising print rose to 70.5 million gross francs, a moderate increase from the previous month (67.2 million). Compared to the same month last year, the current data shows an increase of 8.6 percent. In the current month, e-commerce advertising print is thus CHF 5.6 million higher compared to October 2015, with e-commerce advertising accounting for 13 percent of the total market.
Total market
Development of eCommerce advertising print as of October 2016
Consumer Electronics catapults into the top 3
The top position in the month of October is held by the Search & Find category, which was able to displace Clothing & Accessories to second place and move up from third place in the previous month. The top brand in this category is AutoScout24. In third place is the Consumer Electronics category, which has made up five places on the previous month and replaced Brack.ch with Digitec as the top brand.
Market categories
Monthly e-commerce advertising print and top brand
The comeback of cinema advertising?
There were no major changes in the media mix in October. In the Top 5, the Travel category shows an increase in out-of-home and search, largely at the expense of TV. The Search & Find category also shows a marked increase in out-of-home advertising in October. For the first time in months, the top 5 e-commerce categories again show a smaller proportion of cinema advertising.
Media Mix
Advertising print distribution of all eCommerce brands in October 2016
Advertising print distribution of the top 5 categories
Little competition in general merchandise and printing
As in the previous month, competition was strongest in the Clothing & Accessories market category in October. Compared to the previous month, an additional 16 brands placed ads. New to the Top 10 in October is the Food & Beverages market category, in which a total of 171 brands are represented. The two market categories in which the top 5 brands account for the highest share are General Merchandise and Printing.
Image: Pixabay.com/pourquoipas
