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ADVERTISING FOR DIGITAL COMMERCE IN...
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Copyright ©2015 The Nielsen Company. Confidential and proprietary. ADVERTISING FOR DIGITAL COMMERCE IN GERMANY Q1 2015 SAMPLE SAMPLE
Transcript of ADVERTISING FOR DIGITAL COMMERCE IN...
Copyright ©2015 The Nielsen Company. Confidential and proprietary.
ADVERTISING FOR DIGITAL
COMMERCE IN GERMANY
Q1 2015
SAMPLESAMPLE
Copyright ©2015 The Nielsen Company. Confidential and proprietary. 2
C O N T E N TEXECUTIVE SUMMARY ........................................................................ 4
TOP CREATIVES 2015 ........................................................................... 5
OVERVIEW ADVERTISING SPENDINGS ................................................. 6 MEDIA MIX ......................................................................................... 7
NUMBER OF ADVERTISERS AND PRODUCTS ........................................ 8
AVERAGE AD SPEND PER SITE ............................................................. 9 TOP CATEGORIES .............................................................................. 10
TOP GROWING CATEGORIES .............................................................. 11 OVERVIEW DIGITAL MARKET CATEGORIES ......................................... 12
SPOTLIGHT ....................................................................................... 14
LEGEND ............................................................................................ 16
IMPRINT ........................................................................................... 17
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Copyright ©2015 The Nielsen Company. Confidential and proprietary. 3
T O P C R E A T I V E S 2 0 1 5
Product: Discavo.deFirst View: 16.06.2014 Ad spend: 6,846 TEUR
Product: Babbel.comFirst View: 07.01.2015 Ad spend: 6,644 TEUR
Product: Pizza.deFirst View: 03.10.2014 Ad spend: 5,622 TEUR
Product: ZalandoFirst View: 01.03.2015 Ad spend: 5,422 TEUR
Product: PosterXXLFirst View: 17.08.2014 Ad spend: 5,406 TEUR
Product: TrivagoFirst View: 18.08.2014 Ad spend: 5,206 TEUR
Product: Amazon PrimeFirst View: 02.03.2015 Ad spend: 5,147 TEUR
Product: Mobile.deFirst View: 12.01.2015 Ad spend: 4,951 TEUR
Product: Fluege.deFirst View: 04.01.2014 Ad spend: 4,826 TEUR
Product: Reise.comFirst View: 26.12.2014 Ad spend: 4,614 TEUR
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4 ADVERTISING FOR DIGITAL COMMERCE IN GERMANY - MARCH 2015
O V E R V I E WGROWTH OF ADVERTISING SPENDINGS DECREASED
The growth factor of advertising expenditure for the digital market fell from 30% to 16% during the first quarter of 2015. Compared to the previous year the ad spend showed a lin-ear increase in advertising expenditure, no drop as in Feb-ruary 2014.
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 2015
710 MEUR
613 MEUR
+16%
MEUR
+16%AD SPEND
+23%
GROWTH INDICATORS 2015
AD SPEND/SITE
-5.7%# ADVERTISER
-6.3%# PRODUCTS
+97 MEURTOTAL AD SPEND
YTD 2015
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5 ADVERTISING FOR DIGITAL COMMERCE IN GERMANY - MARCH 2015
NUMBER OF ADVERTISERS AND PRODUCTSThe number of advertisers and products decreased.
The number of advertisers and advertised products de-creased significantly in the first three months of 2015. In the previous year those numbers grew by 6-7%, whereas this year the factor shrank to -5.7% for new advertisers and -6.3% for products despite the overall growing expenditure.
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# OF E-COMMERCE ADVERTISERS
# OF ADVERTISED PRODUCTS1
1Products in the Nielsen market categorisation
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6 ADVERTISING FOR DIGITAL COMMERCE IN GERMANY - MARCH 2015
OVERVIEW CATEGORIES
E-BABY & CHILDREN E-BUILDING & GARDENING E-CLASSIFIED ADS
1.1%8.1M€
-12%
0.5%3.2M€
0%
7.0%49.5M€
-8%
E-CLOTHING E-COMPARISON E-COMPUTERS
4.8%34.3M€
+45%
7.2%51.1M€
+75%
0.2%1.1M€
-31%
E-CONSUMER ELECTRONICS E-COUNSELLING &SERVICES
E-DATING
0.9%6.6M€
-20%
0.4%3.0M€+266%
6.3%44.7M€
+18%
E-EDUCATION E-ENERGY E-ENTERTAINMENT & MEDIA
1.8%12.9M€
-12%
0.02%0.2M€
-87%
10.0%72.7M€
+10%
E-EROTIC E-FINANCE E-FOOD & BEVERAGES
2.2%15.9M€
+35%
0.2%1.5M€+78%
4.5%31.7M€+162%+18
Share of AdvertisingAd Spend
±YoY
ConsumableCategories
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Copyright ©2015 The Nielsen Company. Confidential and proprietary. 7
SPOTLIGHT Q1 2015
€1,725€2,024
€2,524
€434 €470€613 €710
2012 2013 2014 2015
TOTAL YEAR
YTD
TOTAL AD SPEND DIGITAL MARKET
TOP10 ADVERTISED WEBSITES - TOTAL MARKET -YTD
Category Offer 2012 2013 2014 2015E-Comparison check24.de 5.4 7.9 20.2 30.2E-Travel trivago.de 15.1 20.4 19.2 26.4E-Travel ab-in-den-urlaub.de 11.6 10.2 18.0 25.9E-Dating parship.de 2.4 11.7 17.1 19.6E-Entertainment & Media maxdome.de 17.5 9.7 25.4 19.0E-Entertainment & Media amazon prime video 0.0 0.0 3.0 15.7E-Food & Beverages lieferando.de 0.2 1.2 5.6 15.7E-Travel fluege.de 5.1 3.1 8.5 13.5E-Travel weg.de 3.8 11.7 14.8 13.2E-Entertainment & Media netflix 0.0 0.0 0.0 12.5
€81
€114 €115
€10 €18€29
€51
2012 2013 2014 2015
TOTAL YEAR
YTD
E-COMPARISON AD SPEND DIGITAL MARKET
TOP10 ADVERTISED WEBSITES - E-COMPARISON - YTD
Category Offer 2012 2013 2014 2015Comparison check24.de 5.4 7.9 20.2 30,24Comparison verivox.de 0.1 1.4 5.8 10,73Comparison friendsurance.de 0.0 0.0 0.1 4,25Comparison fitnessstudio-günstiger 0.0 0.0 0.0 2,97Comparison finanzcheck.de 0.1 0.0 0.8 1,83Comparison wechseljetzt.de 0.0 2.1 0.9 0,89Comparison smartchecker.de 0.0 0.0 0.1 0,05Comparison boersennews.de 0.0 0.0 0.0 0,03Comparison preisvergleich.de 0.0 1.6 0.3 0,03Comparison finanzen.de 0.0 0.0 0.0 0,02
TOP WEBSITE - E-COMPARISON - YTDCHECK24 MEDIAMIX
TV 90.70%
INTERNET 7.92%DIRECT MAIL
0.60%
MOBILE 0.78%
Note: all Spendings in MEUR
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