Media Focus: Semester Report on Online Advertising Statistics
Search engine advertising accounted for the largest share of online advertising in the first half of 2012, totaling 92.2 million Swiss francs. With the newly integrated online directories segment, the total online market exceeds 300 million Swiss francs.
According to expert estimates, the online advertising format "search engine advertising" is set to grow the most, with an increase of just under 19 percent in 2012. Among the online headings, the job sector shows the highest volatility. After growth of 16 percent in the previous year, only 3 percent growth is expected this year. In the media mix perspective, the share of online advertising in the first half of 2012 is constant, as in the previous years 2010 and 2011, at 7 percent.
The financial sector, which also includes insurance companies, placed the most intensive online display advertising in the first half of 2012, with gross advertising spend of CHF 6.8 million. Although the "Financial World" still has the highest gross advertising spend, spending on online display advertising was cut back the most compared with the same period last year. Compared with the first half of 2011, advertising spending on display was reduced by CHF 3.1 million. The greatest focus on online display advertising was placed by advertisers from the Office + IT sector. Overall, online display advertising in the office + IT sector accounted for 8.4 percent of the media mix.
