Media Focus publishes SEM Trend Report 3/2012
In February as well, leisure, sports, tourism, and retail are the two sectors with the largest percentage increases in their budgets.
In the case of the former in particular, it is worth taking a closer look at the data, Media Focus said in a statement: In terms of content, no seasonal focus can be identified that would be responsible for the budgetary boom. Because in the travel industry simply everything is advertised. This highly competitive industry is led by various pure online travel platforms (Ebookers.ch & Co.), while the classic travel providers such as Tui.ch, Hotelplan.ch and Kuoni.ch struggle against this armada. In absolute terms, the industry is also in a league of its own: the travel industry's budget for search engine advertising is about the same as that of all the other nine industries combined and around twice as high as that of the industry below.
Significantly less was invested in the insurance sector due to seasonal effects: Comparison platforms, universal insurers and line-of-business insurers are all active in the market, with the latter being responsible for the decline in budgets. Health insurers successively scaled down their campaigns after the last change window in the fall and have now almost without exception disappeared from the top 20 in the industry.
