ovk online- report 2014/02

OVK ONLINEREPORT
2014/02
Overview of figures and trends
f
Results o
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mar k 20
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Ad E x
CONTENTS
3
Foreword
4
Comparative study of online advertising
6
Net advertising pie for digital advertising (display and keyword marketing)
8
Net advertising pie for digital display advertising (online and mobile)
10
Monthly development of net advertising investments
12
Top 10 online advertising forms
13
Online advertising according to sector
14
Reach of the Internet in Germany
16
Reach of mobile Internet in Germany
17
Reach of the OVK marketers
18
Online activities of Internet users
19
Digital customer potential by sector
20
Receptiveness to advertising
23
Brand awareness
24
Status symbols
25
European online advertising market
26
Circle of Online Marketers (OVK) in the BVDW
30
The Bundesverband Digitale Wirtschaft e.V. – German Association for the
32
Digital Economy (BVDW)
The Arbeitsgemeinschaft Online Forschung (AGOF) e.V. – Working Group for
33
Online Media Research (AGOF)
Online media planning and more with AGOF
34
Notes on the AGOF method
35
Notes on the methodology behind the OVK advertising statistics
36
Publishing information
38
5
FOREWORD
DEAR READERS,
Digital Economy (BVDW) has made a slight downward adjustment to
its forecast for net investment in digital display advertising (online and
mobile) for 2014, and is now assuming a growth rate of 6.8 %. The net
In an increasingly competitive general advertising market, digital ad-
advertising volume this year would, therefore, amount to € 1.41 billion,
vertising has held its ground well, including in the first six months of
which is still a new record.
2014. This is all the more impressive considering how, since the start
of this year, we have sharpened our focus on the online advertising
Our analysis of the top 10 online advertising forms by gross investment
market by including net investments in digital display advertising
– the data is not yet (fully) available in a usable granularity on a net data
(online and mobile) in the OVK advertising statistics, thereby
basis – reveals the main driving forces of online advertising. Large display
providing a more valid illustration of market conditions.
surfaces or video formats enjoyed particularly high growth rates in the
first half of 2014. This is also a good indicator that innovative formats
Paul Mudter,
Chairman of the Circle
The advertising pie represented for the first time on a net basis in
and multimedia options are still two of the major advantages of online
of Online Marketers
this OVK Online Report reflects the still significant position of the
advertising – as is direct customer dialogue with no media discontinuity,
(OVK) in the BVDW
Internet as the second strongest advertising medium in the media
something that can only be achieved with mobile advertising.
mix. Net investment in digital display advertising (online and mobile)
and keyword marketing, account for one quarter of the net adverti-
Combined with the now extensive knowledge of the effectiveness of di-
sing pie, underlining the key role of the Internet as a communication
gital advertising – including the information in the OVK Branding Effects
channel. The strong position of digital display advertising (online
Database or the study on “The Power of Creation” – the relevance of
and mobile) is clearly apparent from a second illustration of the net
the Internet as a media offering in the media mix remains as high as ever
advertising pie, which only takes account of display investments for
and plays a vital role as part of a holistic communication strategy.
the medium of the Internet. They show that one in every ten euros
spent on advertising goes to digital display advertising (online and
We hope you enjoy reading the OVK Online Report 2014/02.
mobile). Consequently, in terms of digital display advertising (online
and mobile) alone, the Internet ranks fourth among all media types,
refuting any arguments that cast doubt on the strength of digital
Paul Mudter
display advertising (online and mobile). This is also emphasised upon
Chairman of the Circle of Online Marketers (OVK)
comparison with other European markets; based on market volumes
within the BVDW
for digital display advertising (online and mobile), Germany ranks
second in Europe.
Nonetheless, although the monthly trend in net advertising investment in digital display advertising (online and mobile) suggests a
generally positive propensity to invest, looking back at the comparison periods indicates that the increase in the first six months is rather
modest on the whole. Given this robust yet not overly dynamic trend
in net investment in digital display advertising (online and mobile), the
Circle of Online Marketers (OVK) in the German Association for the
7
COMPAR ATIVE STUDY OF ONLINE ADVERTISING
NET INVESTMENT IN DIGITAL DISPLAY
ADVERTISING (ONLINE AND MOBILE)
CONTINUES TO RISE
In 2014 the net volume
Starting this year, the OVK advertising statistics are based on the
for digital display
extrapolated PWC reports (PricewaterhouseCoopers) and, as such,
advertising (online and
provide an even more transparent illustration of the online advertising
mobile) is likely to total
market, because they now depict net investments in digital display
1.41 billion euros.
advertising (online and mobile). The investments are extrapolated for
the entire market in Germany on the basis of the net figures for digital
display advertising (online and mobile) reported via PWC.
OVK advertising statistics for digital display advertising (online and mobile) from 2012
to 2013, with a forecast for 2014
1.450
1.409 (+6.8 %)
1.400
1.350
1.319 (+9.3 %)
1.300
1.250
1.207
1.200
1.150
To preserve the meaningfulness of OVK advertising statistics and still
1.100
enable retrospective comparison of the latest results, we have used
a process that is retroactive to 2012. At the same time, as a result of
the change to the way advertising investment is presented, the OVK
advertising statistics now concentrate on digital display advertising
(online and mobile), and do not present search and affiliate revenues.
1.050
OVK statistics for 2012
OVK statistics for 2013
OVK forecast for 2014
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: OVK report
(extrapolation of the net figures reported to PWC for digital display advertising (online and mobile) on the total market
(including commission)) / data for the German market in € m
Further information on the mobile advertising market figures can be
found in the latest MAC Mobile Report 2014/02.
Given the robust net advertising investment in digital display advertising (online and mobile) in the first six months of 2014, albeit at a
slightly slower pace, the OVK has adjusted the growth rate cited in its
last OVK Online Report 2014/01 downwards by 1.6 percentage points
and is now assuming a growth rate of 6.8 percent for the current
year. This would bring the net volume of Internet advertising to 1.41
billion euros. This would be a new record for the net volume of digital
display advertising (online and mobile), exceeding the previous year‘s
level by 90 million euros (net).
Advertisers continue to underestimate the many and varied opportunities offered by digital communication which, thanks to large format
and/or multimedia advertising forms (for more on this, see page 9), also
allows more complex messages or products requiring more in-depth
explanation to be presented to a wide group of consumers. Furthermore, because digital communication is interactive, queries can be
resolved directly, without any media discontinuity during the dialogue.
Transparency comes courtesy of comprehensive planning data for the
target group potential available on the stationary and mobile Internet
(for more, see pages 20 to 22). In addition, intelligent tracking tools or
advertising effectiveness research conducted in parallel to campaigns,
help with detailed success analysis and cost control.
9
NET ADVERTISING PIE FOR DIGITAL ADVERTISING (DISPLAY AND KEYWORD MARKETING)
THE INTERNET IS STILL THE SECOND
STRONGEST MEDIUM IN THE MEDIA MIX
Net investment in
As in the past, this OVK online report again includes a diagram of
digital display ad-
the net advertising pie, to demonstrate the relevance of the various
vertising (online and
media types in the media mix; this time, however, the information is
mobile) and keyword
presented for the first time on the basis of net advertising investment.
marketing accounts for
Hence, the role of the media types used in the media mix is docu-
25.5 percent of the net
mented for the first time on the basis of valid market conditions. The
advertising pie.
BVDW was heavily involved in collecting and calculating the figures
for the Internet category (online and mobile and keyword marketing).
The data for the individual media types for 2013 is based on the data
The great importance of the Internet as an advertising medium
also reflects its now obvious status as a permanent fixture of every
consumer‘s daily life – as emphatically underlined by the online/
mobile penetration in the German population illustrated on page
16 and 17. The Internet is playing an increasingly pivotal role, be it
for communication, searching for product information or shopping.
Needless to say, the availability of more and more devices – desktop
PCs, laptops, tablets, smartphones – is a contributory factor. Furthermore, the growing number of digital advertising formats in use
enables advertisers to specifically respond to consumers‘ differing
usage situations. This guarantees appropriate target group dialogue,
which the consumer perceives as enriching rather than irritating.
of the German Advertising Industry Association – Zentralverband für
deutsche Werbewirtschaft (ZAW).
The net advertising pie for 2013 again demonstrates the strong role of
Net advertising pie for 2013 – Digital advertising (display and keyword marketing)
the Internet as an advertising medium. Net advertising investment in
digital display advertising (online and mobile) and keyword marketing,
accounts for a 25.5 percent share – which means it represents a good
6.1 %
28.4 percent share.
6.1 %
Of the other media types, only daily newspapers with 20.2 percent
achieve a double-digit share of the media mix; for the other media
Television
5.1 %
quarter of the total net advertising pie. It is second only to TV, with a
Internet (display advertising*,
28.4 %
keyword marketing**)
Daily newspapers
8.5 %
channels, the percentages are all in the single digits – from consumer
Consumer publications
publications (8.5 percent) to outdoor advertising, trade publications
Outdoor advertising
(6.1 percent each), and radio (5.1 percent).
20.2 %
Trade publications
25.5 %
Radio
Source: German Advertising Industry Association (Zentralverband für deutsche Werbewirtschaft ZAW) / (2014)
*combined extrapolations by the BDZV, VDZ, VPRT based on the net advertising revenues for online and mobile display
recorded by the BVDW/OVK (2013: € 1,319.00); the basis for the combined extrapolation is the ZAW net definition.
The basis of the BVDW/OVK figures is the international standard net definition of IAB (Net I),
**The Bundesverband Digitale Wirtschaft e.V. – German Association for the Digital Economy (BVDW)
11
NET ADVERTISING PIE FOR DIGITAL DISPLAY ADVERTISING (ONLINE AND MOBILE)
ONE ON EVERY TEN EUROS SPENT
ON ADVERTISING GOES TO DISPLAY
ADVERTISING (ONLINE AND MOBILE)
As use of the stationary and mobile Internet increasingly becomes a
matter of course, modern consumers also expect their brands to have
an online presence commensurate with this. For sustainable target
group communication, brand manufacturers‘ budgets must follow their
customers to where they are increasingly found – on the Internet!
With a share of 9.6
To illustrate the strength of digital display advertising (online and mo-
percent, digital display
bile) in the communication mix, this report contains a second diagram
advertising (online and
of the net advertising pie in which the Internet category is represented
mobile) ranks fourth
solely by the net advertising investments in digital display advertising
among the media types
(online and mobile).
more so than in mobile display advertising; to achieve unique ancho-
The result refutes all assessments, which cast doubt on the relevance of
targeting and so on.
represented in the
media mix.
The increasingly innovative advertising options tailored to each usage
situation help advertisers make their brand an ever-present companion
in many of the life situations experienced by consumers, and nowhere
rage among consumers, using environment-based services, intelligent
digital display advertising (online and mobile): In the net advertising pie
for 2013, the Internet (in the form of digital display advertising (online
and mobile)) accounts for 9.6 percent, i.e. one in every ten advertising
euros net is spent on digital display advertising (online and mobile). As
a result, digital display advertising (online and mobile) on the Internet
Net advertising pie for 2013 – Digital display advertising (online and mobile)
is the fourth most popular advertising option used in the media mix, a
clear indicator of the strong role of this advertising format as part of a
holistic communication strategy.
6.2 %
7.4 %
TV (34.5 percent), daily newspapers (24.5 percent) and consumer
publications (10.3 percent) rank above the placement of display adverts
on the Internet. Digital display advertising (online and mobile) on the
Television
7.4 %
Internet (display advertising*)
34.5 %
Internet is a mere 0.7 percentage points behind ads in magazines,
further proof of how important online and mobile advertising has
Daily newspapers
Consumer publications
10.3 %
Outdoor advertising
already become.
Trade publications
The other media types in the media mix all rank below digital display
advertising (online and mobile) on the Internet; this includes all outdoor
24.5 %
9.6 %
Radio
advertising and adverts in trade publications, with 7.4 percent each, and
radio advertising at 6.2 percent.
In light of the increasingly digitalised world in which 21st century consumers live, it is safe to assume that digital display advertising (online
and mobile) on the Internet will play an even stronger role in the media
mix over the coming years, becoming an even more central component.
Source: German Adver tising Industry Association (Zentralverband für deutsche Werbewir tschaft ZAW) / (2014)
*combined extrapolations by the BDZV, VDZ, VPRT based on the net adver tising revenues for online and mobile display
recorded by the BVDW/OVK (2013: € 1,319.00) The ZAW net definition is the basis for the combined extrapolation.
The basis of the BVDW/OVK figures is the international standard net definition of the IAB (Net I).
12
MONTHLY DEVELOPMENT OF NET ADVERTISING INVESTMENT
13
TOP 10 ONLINE ADVERTISING FORMS
MAC-ANBIETERÜBERSICHT
MONTHLY INVESTMENT IS MOSTLY
HIGHER THAN IN PREVIOUS YEARS
LARGE FORMAT AND MULTIMEDIA
ADVERTISING ARE POPULAR
In the first six months
During the first six months – with the exception of March and April
The ranking of the top 10 online advertising formats is still based on
In the first six months,
of 2014, a new record
– net advertising investment in digital display advertising (online and
gross advertising investment, as the data is not (yet) available in this
billboard ads and pre-
was achieved overall for
mobile) outstripped the already high level during the same period in
granularity on a net basis. The growth in spending compared with last
roll show the strongest
net advertising invest-
previous years. In four of the months, they topped the 100 million
year demonstrates which formats enjoy the greatest popularity. At 88
growth rates year on
ment in the first two
euros mark, and in two other months fell only slightly short of that
million euros, for instance, billboard ads posted growth of 38 million
year for gross adverti-
quarters of a year.
level. In the first half of 2014, a net total of 636.3 million euros was in-
euros in the first six months compared with the same period last year,
sing investment.
vested in digital display advertising (online and mobile), which equates
a 76 percent gain which is the highest growth rate of all the online
to a good 45 percent of the net advertising investment forecast for
advertising formats covered. At 23 million euros, pre-roll is another
this year. Given that propensity to invest is continuing to rise in the
frontrunner, achieving an increase of 23.5 percent compared with
second half of the year (based on experience, this is due mainly to the
the first half of 2013. With a total of 121 million euros gross, it ranks
Christmas business), this trend is expected to gain further positive
third, illustrating the growing demand for video advertising. Second
momentum and the forecast net volume for 2014 should be met.
and first place respectively go to wallpaper (175 million) and ad bundles (182 million). Making its début in the rankings is take-over which,
with growth of 14.3 percent in the first six months, drew investment
182
176
175
178
135.6
136.0
125.8
131.8
112.0
Ad bundle
91.4
106.5
117.6
of 40 million euros.
Top 10 online advertising formats (gross)
Wallpaper
78.8
93.3
103.1
113.0
116.0
102.1
111.7
116.6
110.1
107.9
81.4
80
93.4
77.9
82.5
87.8
100
89.2
86.3
96.8
120
101.0
114.0
111.2
140
130.9
Monthly development of net advertising investment in digital display advertising overall
Pre-roll
83
Skyscraper
60
69
Medium rectangle
40
Billboard
20
44
Feb.
March
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
2012
77.9
89.2
101.0
93.4
102.1
103.1
81.4
78.8
106.5
112.0
125.8
135.6 Mio. Euro
2013
82.5
86.3
114.0
110.1
111.7
113.0
93.3
91.4
117.6
130.9
131.8
136.0 Mio. Euro
2014
87.8
96.8
111.2
107.9
116.6
116.0
Mio. Euro
Sources: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wir tschaft (BVDW) e.V.: OVK repor t
(extrapolation of the net figures repor ted to PWC for conventional display adver tising (online and mobile) on the total
market (including commission)) / data for the German market in € m
Leaderboard
25
Microsite
26
in millions of euros
HI 2013
84
65
40
35
Take-over
Jan.
89
88
50
Ad rectangle
0
121
98
0
43
39
50
100
150
200
H1 2014
Source: Nielsen Media Research (Online Advertising, data valid as of June 2014). As the marketers SONSTIGE, HI-MEDIA and EBAY
(in part) do not provide data at advertising slot level, they have not been included. Data for the German market in € m
15
ONLINE ADVERTISING ACCORDING TO SECTOR
CONVENTIONAL ONLINE ADVERTISING
IS PART OF ALL SECTORS
In most of the econo-
The ranking of advertising investment by industry will continue to be
mic sectors covered,
covered by the Nielsen data, as data of this granularity is not provided
conventional online
in the PWC report. The following gross advertising investment by
advertising has a
economic sector clearly shows that advertisers from all industries value
double-digit share of
online advertising as an important component of their communication
the media mix.
mix, although the extent of their online commitment varies.
Miscellaneous advertising, which includes charitable organisations and
corporate advertising, remains the undisputed frontrunner. Online
advertising is far and away the most significant component of the media
mix here: at 49.4 percent, almost one in every two euros spent now
As regards absolute online advertising investment, the two top spenders already mentioned – Miscellaneous Advertising and the Automotive sector – are accompanied by three more economic segments
in which online investment tops 100 million: the services sector (148
million euros), the retail and mail order sector (130 million euros) and
the financial segment (108 million euros). In the other five industries,
gross advertising investment in the first half of 2014 is in the two-figure
million range.
By and large, the digitalisation of communication has taken hold in all
economic sectors, and the industries that are still somewhat restrained
in this regard still have plenty of potential to increase online budgets,
which in turn will impact positively on the overall trend in investment in
digital display advertising (online and mobile).
goes to online advertising. At the same time, with a gross total of 407
million euros, this segment also has the highest absolute investment
Advertising investment in online advertising analysed by area of business (top 10) (gross)
total and, in the first six months of 2014, again spent 88 million euros
0
more than in the same period last year.
20
40 319
Miscellaneous advertising
The second-placed HGV industry also saw strong growth in absolute
online advertising investment: in the first half of the year, this industry
Automotive market
spent 32 million euros more than in the first six months of the previous
16.1 %
Services
12.6 %
Trade
this sector. It is, therefore, roughly on a par with the financial sector,
percent) of investment. Among telecommunication providers (15.3 per-
108
83
94
Media
vices sector (12.6 percent) too, the proportion of online advertising in
the media mix is already in the two-figure range as a percentage. Only
130
Finance
cent) in the tourism and catering segment (13.9 percent) and in the ser-
79
still remain in the single-figure range as a percentage.
45
5.2 %
49
Food
0
Data in € m
13.9 %
66
6.8 %
65
Personal care
care, food and media, does advertising investment in online advertising
15.3 %
79
74
in four of the top-10 sectors, namely retail and mail order, personal
18.7 %
88
3.8 %
Tourism and catering
186
148
114
Telecommunications
407
154
132
8.7 %
in which online advertising also accounts for just under a fifth (18.7
49.4 %
141
year, giving a total investment figure of 186 million euros. At the same
time, the online share of the media mix accounts for 16.1 percent in
60 %
100
H1 2013
150
H1 2014
200
250
300
350
400
Data as % share of online in the media mix
Source: Nielsen Media Research (online advertising, data valid in June 2014), data for the German market in € m
450 Mio.
16
REACH OF THE INTERNET IN GERMANY
MAC-ANBIETERÜBERSICHT
17
REACH
OF MOBILE INTERNET IN GERMANY
MAC-ANBIETERÜBERSICHT
MORE THAN 56 MILLION GERMANS
FROM AGE 10 ARE ONLINE
ALMOST HALF OF ALL GERMANS
ARE MOBILE USERS
In Germany, the basic
76.6 percent of the German-speaking resident population in Germany
31.77 million people aged 14 and above, accessed a mobile-enabled
“mobile facts 2014-1”
population for internet
above the age of 10 has used the Internet in the last 12 months, which
website or a mobile app during the three-month period covered by
provides data on reach
facts is the German-
equates to 56.19 million people. The widest group of users (WNK,
the AGOF mobile facts 2014-1 survey. They are the basic population
and structure for 134
speaking resident popu-
i.e. people who used the Internet at least once within the last three
for mobile facts and make up 45.2 percent of the German-speaking
mobile-enabled web-
lation above the age of
months) constituted 75.8 percent of the population, equating to 55.59
resident population aged 14 and over. This strong mobile usage shows
sites and 131 applica-
10. This group consists
million people. This reach is evidence of the regular Internet use
that mobile has now become a wide-reach communication channel
tions.
of 73.36 million people.
among Germans and emphasises the role the online medium plays as
and, therefore, an attractive advertising medium.
an equal advertiser in the media mix.
Mobile users are still predominantly male, aged up to 49 years, educaThe Internet is now used by all age groups and almost everyone
ted and employed, with a relatively high net household income. How-
under the age of 50 is online. The percentage of Internet users in each
ever, we must assume that these structures will more closely reflect
of the age groups between 10 and 39 years is significantly more than
the overall population in the foreseeable future, as has happened with
90 percent, and among 40 to 49 year-olds, 90.5 percent are online.
the stationary Internet.
Of the 50-59 year-olds, 78.7 percent – which is more than three
quarters – use the Internet. In the over-60s group, four out of ten
Smartphones are now a standard accessory in almost every life cir-
(39.6 percent) use the Internet.
cumstance and the spectrum of functions used reflects this. As well
as communication, smartphones are also used for research, obtaining
information, banking and shopping.
Online penetration according to age group
100
3.5
1.0
2.0
Mobile users in Germany
3.6
9.5
Unique users of
21.3
80
mobile Internet in an
average month:
60.4
60
96.5
99.0
98.0
96.4
40
90.5
Total population:
70.33 million**
78.7
20
Mobile phone users:
63.32 million**
31.77 million*
39.6
0
10–13
14–19
20–29
Internet users (WNK)/Other Internet users
30–39
40–49
50–59
60+ Jahre
Non-Internet users
Example: 96.5 % of 10- to 13-year olds are Internet users (WNK and other users) and 3.5 % of 10- to 13-year olds are non-Internet
users. / Based on: 106,677 cases (Internet users from the age of 10 in the last three months) / 323 cases (other Internet users) / 10,654
cases (non-Internet users) / Data in % // as a percentage / Source: AGOF e.V. / internet facts 2014-05 / Data for the German market
Example: 31.77 million persons from the age of 14 years are mobile users, i.e. 45.2 percent of the German-speaking resident
population from the age of 14 has accessed a mobile-enabled website or a mobile app within the three-month period surveyed /
Basis: *42,230 cases or **112,184 cases / German-speaking resident population in Germany from 14 years / Data in millions Source:
AGOF e.V. / *AGOF mobile facts 2014-1 or ** internet facts 2014-03 / Data for the German market
18
REACH OF THE OVK MARKETERS
REACH OF THE OVK MARKETERS
“internet facts 2014-05”
“internet facts” reports the net reach of the marketers operating
includes data from a total
together in AGOF. The table below shows the net reach of the
of 54 marketers for 741
marketers organised in the OVK, based on the advertising media
total offers and 3,479
compiled in internet facts 2014-05. A marketer‘s net reach does not
booking units.
always include their entire portfolio.
Net reach of the OVK online marketers (alphabetical)
INTERNET USERS EXHIBIT VARIED
USAGE INTERESTS AND ACTIVITIES ON
THE INTERNET
The ranking of services used at least occasionally is topped – at over
As part of internet
80 percent – by the use of search engines and sending and receiving
facts, Internet users
personal e-mails. These were followed by international news, online
from the age of 14 were
shopping, weather services and regional or local news and online
asked questions about
banking. The other top-ranking main areas of use are useful topics
a total of 22 topics and
such as test results, sites relating to eating, drinking and leisure or
main areas of use.
communication services such as communities and forums.
Average month March-May
Reach in % (based on
Vermarkter
19
ONLINE
ACTIVITIES OF INTERNET USERS
MAC-ANBIETERÜBERSICHT
Internet users from the last
Net reach in millions
three months)
of unique users
The main areas of use vary depending on age. Among 14- to 19-yearolds, for instance, services in the areas of flirting and contacts, chat
forums or Messenger and weblogs/blogs is disproportionately high.
Axel Springer Media Impact
60.6
33.68
Topics relating to family and children, job markets and online banking
BAUER ADVERTISING
16.9 9.37
are most popular among 30 to 49-year-olds. And the over-50s make
eBay Advertising Group Germany
48.4 26.90
G+J Electronic Media Sales 39.7
22.09
HiMedia Deutschland 20.2
11.21
InteractiveMedia CCSP 65.0
36.14
IP Deutschland 50.1
27.83
iq digital
30.9
17.20
MAIRDUMONT MEDIA
18.3
10.17
Microsoft Advertising
13.3
7.38
9.39
above-average use on the Internet of services relating to sports results,
test results and weather pages.
Key usage areas – top 10
Search engines
86.6
Sending and receiving personal e-mails
86.2
International news
72.5
Online purchases or shopping
71.3
netpoint media 16.9 OMS
45.525.30
Weather
67.8
SevenOne Media 53.6
Regional or local news
64.6
Online banking
56.7
Test results
43.4
Eating, drinking and leisure
42.2
Communities and forums
41.3
29.79
SPIEGEL QC
25.5
14.17
TOMORROW FOCUS MEDIA
52.2
29.02
Unister Media 14.7 8.19
United Internet Media 52.2
29.02
Yahoo! Germany 26.8
14.89
Number of unique users (in millions) and percentage for an average month in the period under investigation – March to May 2014 /
Basis: 106,677 cases (Internet users from the age of 10 in the last three months) / Source: AGOF e.V. / internet facts 2014-05 / Data
for the German market
0
25
50
75
100
Values in %
Example: 86.6 % of all Internet users from the age of 14 (WNK) use search engines at least occasionally. / Based on: 101,330
cases (Internet users from the age of 14 in the last three months) / “How often do you use the following sources of information
or offers: occasionally, rarely or never?” / illustration of the top two box: Frequent or occasional usage/Values in % / The top 10
from a total of 22 subjects are shown / Source: AGOF e.V. / internet facts 2014-05 / Data for the German market
21
DIGITAL CUSTOMER POTENTIAL BY SECTOR
The basis for the indus-
DIGITAL CUSTOMER POTENTIAL FOR
DEFINED INDUSTRIES
try analyses are unique
users (UU) from age
14 in the last 3 months
from internet facts
Stationary and mobile Internet offer attractive customer potential. While
2014-05 or mobile facts
online potential is the frontrunner in absolute terms, in regard to product
2014-1.
interest, mobile potential claims a higher percentage almost across the board.
Online and mobile industry potential: Product interest
Basis: Persons from age 14/online: 52.71 million UU or mobile: 31.77 million UU
Internet users in %
76.7
82.4
72.7
74.3
72.5
70.3
71.7
75.3
70.3
68.2
Fashion and footwear
Perfume and cosmetics
FM CG: Food and beverages
Travel and tourism
60.1
59.1
57.4
books
Entertainment electronics
Telecommunications
47.9
Furniture and homeware
Health
35.9
Computers
Sport and fitness
28.7
29.7
27.8
10
20
30
Online potential
26.17
37.07
30.27
68.7
27.28
73.1
25.27
58.2
25.09
18.93
49.0
17.67
15.99
38.8
15.13
14.67
39.9
18.9
25.9
0
40.43
37.79
44.5
30.3
Mobile
38.22
33.5
Automotive
Online
38.32
47.6
48.6
Finance
course for consumers when searching for detailed product infor-
stationary or mobile
mation, interactive advice, or individual services. Given the wide
device, the Internet
variety of devices available to them, they simply choose the means of
plays an important role
access best suited to their usage situation.
9.96
40
50
60
70
80
90
for many people when
it comes to obtaining
information.
Online and mobile industry potential: Information searching on the Internet based on:
Persons from age 14/online: 52.71 million UU or mobile: 31.77 million UU
31.69
51.7
Toys and baby goods
Whether used on a
Unique users in millions
Entertainment
Insurance
Stationary or mobile access to the Internet has become a matter of
23.62
22.32
Travel and tourism
21.68
Telecommunications
21.84
23.22
18.48
15.43
15.56
14.15
12.31
9.44
12.69
8.23
100 %
Mobile potential
Example: 76.7 % of Internet users from age 14, i.e. 40.43 million unique users, are interested in products from the entertainment
industry. / Based on: 101,330 cases (Internet users from age 14 in last three months) or 42,230 cases (mobile Internet users in last
three months) / “In which of the following products are you (very) interested?” / Data expressed as a percentage and in millions of
unique users / Source: AGOF e.V. / internet facts 2014-05 and mobile facts 2014-1 / Data for the German market
78.3
48.1
Fashion and footwear
Books
82.1
43.6
Entertainment
23.92
18.77
Unique users in millions
Internet users in %
66.8
43.1
61.5
35.1
57.3
24.9
Furniture and homeware
56.7
14.6
Entertainment electronics
55.4
19.0
Automotive
45.9
17.1
Perfume and cosmetics
44.5
31.2
Computers
43.6
21.9
43.5
Health
19.9
41.1
Toys and baby goods
17.4
37.6
Sport and fitness
9.2
FMCG: Food and beverages
28.7
17.4
Insurance
27.9
6.6
Finance
20.9
6.8
0
10
20
30
Online potential
40
50
60
70
80
90
Online
Mobile
43.26
13.86
41.30
15.29
35.19
13.69
32.43
11.14
30.20
7.90
29.89
4.64
29.22
6.02
24.22
5.43
23.44
9.90
22.97
6.96
22.92
6.32
21.66
5.52
19.84
2.92
15.14
5.53
14.70
2.10
11.02
2.16
100 %
Mobile potential
Example: 82.1 % of Internet users from the age of 14, which equates to 43.26 million unique users, have gone online at least once
in the past to find information on travel products. / Based on: 101,330 cases (Internet users from age 14 in last three months) or
42,230 cases (mobile Internet users in last three months) / “For which of the following products have you searched for information
on the Internet?“ / Source: AGOF e.V. / internet facts 2014-05 and mobile facts 2014-1 / Data for the German market
DIGITAL CUSTOMER POTENTIAL BY SECTOR
22
DIGITAL CUSTOMER POTENTIAL FOR
DEFINED INDUSTRIES
23
RECEPTIVENESS TO ADVERTISING
ONLINE ADVERTISING HITS THE MARK
The high percentage of approval among respondents is proof that
More than 23 million
What the online and mobile customer potential clearly shows is
online advertising hits the mark: 44.3 percent of Internet users from
Internet users are
figures are currently
that a digital presence and advertising activities on the stationary
age 14, i.e. 23.36 million people, admit to frequently being made
receptive to adverti-
available for 16 indus-
and mobile Internet are potentially very lucrative for companies in
aware of interesting products or new ideas through advertising.
sing, and their attention
all industries, because they intensify dialogue with existing custo-
Young users, in particular aged between 14 and 29 (51.0 percent)
is drawn to products
mers while at the same time giving access to new target groups.
and women (46.6 percent), demonstrate above-average susceptibility
through advertising.
Given that consumers live in an ever more digitalised world, this
to Internet advertising messages. At 45.7 percent, the 30 to 49 age
interactive customer communication and a multi-platform strategy
group is slightly above the figure for Internet users as a whole, while
have now become a vital component of contemporary marketing.
men come in just below at 42.2 percent of Internet users. Just under
The AGOF facts &
tries and are published
at regular intervals. The
publications are available to download at
www.agof.de/branchenberichte-facts-figures/.
four out of ten Internet users over 50 (37.2 percent) are motivated
by online advertising.
This high acceptance of advertising allows advertisers to exploit the
The products studied in the context of the respective sector analysis can be subdivided
as follows
Automotive: direct interaction potential offered by the Internet in order to build
a close dialogue with interested parties or potential buyers.
Used cars, new cars, hire cars
Books:Books
Computers: Computer hardware or accessories, computer software excluding games
Entertainment:
Computer and video games, tickets, films/series on DVDs/Bluray, music CDs, chargeable music/films/
series to download from the Internet
Finance: Investments, shares, securities, funds; credit
FMCG food & beverages: Non-alcoholic drinks, beer, other alcoholic drinks and spirits, frozen products and ready meals,
dairy products, confectionery and savoury snacks
Health: Healthcare products or medicines, wellness products
Fashion and footwear: Ladies‘ or gents‘ clothing, footwear
Furniture and homeware Furniture or home accessories, large domestic appliances such as fridges, washing machines, cookers
Perfume and cosmetics Cosmetics for women/men, perfume for women/men, bodycare, haircare or dental care products
Receptiveness to advertising
Advertising has more frequently drawn my attention to interesting products or new ideas.
Widest group of Internet users (WNK)
44.3 %
Men
42.2 %
Travel and tourism Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips
Aged 14 to 29
Toys and baby goods Toys, baby goods
Aged 30 to 49
Sport and fitness
Sports goods and equipment
Telecommunications: Mobile phones or smartphones, landline phones or fax machines (only in mobile facts), mobile tariffs/contracts, packages for telephone, TV and Internet from one provider, DSL or other broadband Internet connection
Entertainment electronics:Flat-screen TVs, DVD or Bluray players/recorders and/or hard-disk recorders, home cinema/surround-
sound systems, digital cameras, navigation systems
Insurance: Health insurance, life assurance and private pension schemes, other insurance such as car, household or indemnity insurance
46.6 %
Women
51.0 %
45.7 %
Aged 50 and over
37.2 %
0
10
20
30
40
50
60 %
Example: 44.3 % of all Internet users from the age of 14 (WNK) have more frequently become aware of interesting products
or new ideas through advertising / Based on: 101,330 cases (Internet users from the age of 14 over the last three months) /
The top-two box is absolutely or predominantly correct. / Values in % / Source: AGOF e.V./ internet facts 2014-05 / Data for
the German market
24
BRAND AWARENESS
MAC-ANBIETERÜBERSICHT
BRANDED GOODS ARE VERY POPULAR
25
STATUS SYMBOLS
MAC-ANBIETERÜBERSICHT
STATUS SYMBOLS ARE IMPORTANT
TO WELL OVER SIX MILLION INTERNET
USERS
Internet users show
Because brand awareness is so pronounced among Internet users, the
themselves to be highly
Internet is the ideal platform for branding campaigns. More than half
brand and quality-awa-
(56.1 percent, 29.55 million) of Internet users feel that branded goods are
re, so are particularly
generally of a higher quality, and four in ten (40.4 percent, 21.29 million)
Given their high brand awareness, it is no surprise that 12.4 percent
Manufacturers of luxury
receptive to high-priced
say that brands give them a sense of security when purchasing. The
of Internet users from age 14 (6.55 million people) say that they are
goods find attractive
products and services.
majority are also willing to pay more for quality: 78.1 percent, which
drawn to products that are considered a status symbol. Status sym-
target group potential
is more than three quarters of users, agree with this statement.
bols are clearly valued most by teens and twenty-somethings: at 20.2
with high spending
percent, a disproportionately high percentage of these age groups
power online.
At 33.0 percent, more than a third of Internet users (17.39 million
admit that status symbols are important to them. However, men are
people) consider branded products important. At 36.4 percent,
also disproportionately susceptible to status symbols (14.6 percent)
people who spend freely from households with a monthly net in-
whereas women (10.1 percent) attach less importance to them. This
come exceeding 3,000 euros are particularly brand aware, whereas
is also true of 30 to 49-year-olds and is most pronounced among the
the lower income levels are below the level of the online WNK.
over-50s.
When comparing genders, brand awareness is significantly more
prevalent among men (37.2 percent) than women (28.4 percent),
A look at the spending power of status symbol-oriented Internet
who have the lowest value of the target groups covered.
users shows that a disproportionately high percentage of them are
from a household with a monthly net income of 3,000 euros or
more – so can afford luxury goods.
Brand awareness
Receptiveness to status symbols
Branded products are important to me.
I am drawn to products that are considered a status symbol.
33.0 %
Widest group of Internet users (WNK)
Widest group of Internet users (WNK)
37.2 %
Men
Men
Women
28.4 %
Women
Household net income of up to 1,000 euros
28.9 %
Aged 14 to 29
Household net income of up to 3,000 euros
10
10.1 %
20.2 %
20
11.0 %
Aged 50 and over
36.4 %
0
14.6 %
Aged 30 to 49
31.8 %
Household net income of 3,000 euros and over
12.4 %
30
40 %
Example: 33.0 % of all Internet users from the age of 14 (WNK) consider branded products important / Basis: 101,330 cases
(Internet users from the age of 14 over the last three months) / The top-two box is absolutely or predominantly correct. /
Values in % / Source: AGOF e.V./ internet facts 2014-05 / Data for the German market
7.7 %
0
5
10
15
20
25
30 %
Example: 12.4 % of all Internet users from age 14 (WNK) like products that are considered a status symbol. / Based on: 101,330
cases (Internet users from the age of 14 over the last three months) / The top-two box is absolutely or predominantly correct. /
Values in % / Source: AGOF e.V. / internet facts 2014-05 / Data for the German market
27
EUROPEAN ONLINE ADVERTISING MARKET
ONLINE ADVERTISING MARKET
IN EUROPE GROWS BY ALMOST
12 PERCENT IN 2013
Last year, the European
From 2012 to 2013, the European online advertising market‘s volume
online advertising mar-
increased by 2.9 billion euros to 27.3 billion euros, which corre-
ket had a volume of 27.3
sponds to an 11.9 percent growth rate. In the same period, the Ame-
billion euros.
rican advertising market grew by 17.1 percent and now has a volume
of 32.2 billion euros.
DISPLAY ADVERTISING ACHIEVES
STRONGEST MARKET GROWTH IN 2013
All the online segments in Europe being monitored recorded a positive
The development of
trend in 2013 – obviously advertisers across Europe value the various
the online advertising
facets of online communication for managing their campaigns in a
market in Europe was
targeted manner.
driven chiefly by display
advertising and keyword
The frontrunner in terms of market growth in Europe is display mar-
marketing last year.
keting. In 2013, it achieved growth of 14.9 percent compared with
In general terms, the positive trends in both markets show that online
advertising has secured a firm footing in target group communication
in North America and Europe. The lead of the US – where the market
volume is currently 4.9 billion higher – also points to the potential
dynamics of the European market in the future. Based on experience,
the European markets reflect the US trends with a slight time lag. The
the previous year, accounting for a market volume of 9.2 billion, or
a good third. Keyword marketing came next, with positive growth
of 13.0 percent, thus reaching 13.4 billion euros, which equates to a
market volume of just under half. Online classifieds/small ads posted
growth of 3.6 percent last year, which equates to a market volume
of 4.6 billion euros or just under one fifth.
growing relevance of the Internet in follower markets such as Turkey
illustrates the further expansion potential of the medium in Europe. Market development of digital advertising in Europe
Annual comparison of the online advertising market in Europe versus the USA (in € bn)
In %
0%
5%
10 %
15 %
20 %
25 %
30 %
35 %
40 %
35
32.2
30
27.5
27.3
Classifieds &
directories
3.6 %
4.6
24.4
25
20
Display
14.9 %
9.2
15
10
Paid-for-Search
13.0 %
13.4
5
0
2012
EU
USA
Source: IAB Europe AdEx Benchmark 2013
2013
In Mrd. Euro 0
2
Market volume 2013 in € bn
Source: IAB Europe AdEx Benchmark 2013
4
6
8
10
Market growth 2013 compared with 2012 in %
12
14
29
EUROPEAN ONLINE ADVERTISING MARKET
GERMANY IS THE SECOND BIGGEST
MARKET FOR DISPLAY ADVERTISING
IN EUROPE
The strongest growth for display advertising in 2013 was seen on
the advertising markets in Turkey (32.3 percent), Austria (28.3
percent) and Ireland (28.0 percent). These high growth rates are due
in part to the still moderate size of the market in these countries in
absolute terms. In contrast, as one of the biggest markets, Germany
Half of advertising
Half of advertising investment in display advertising in Europe is
achieved growth of 9.3 percent in display advertising last year. This
investment in display
attributable to Germany, Great Britain and France.
moderate growth in relation to the European average is due in part
advertising in Europe
Online advertising investment in Europe reached a new high in 2013,
to the fact that, in absolute terms, the German display market alrea-
is attributable to
with a total volume of 27.3 billion euros. Combined with further
dy has a relevant scale – as is also apparent from net advertising cus-
Germany, Great
two-figure growth, this shows that Europe‘s digital advertising
tomers – and these lower growth margins are a natural consequence
Britain and France.
market has successfully maintained its significance and resilience
of the fact that it has already exhausted much of the potential.
despite economic uncertainties in some regions of Europe, and this
is no doubt due in part to the large number of innovative advertising
formats and the increasing monetisation of mobile platforms.
European comparison of the growth and size of online advertising markets
Of the 9.2 million euros in advertising investment in display adver-
40 %
tising, Europe‘s three biggest online advertising markets alone (the
UK, Germany and France) account for 49.2 percent of the invest-
35 %
ment, or 4.53 billion euros. If we then include Italy and the Nether-
Russia
30 %
lands, with a total of around 6 billion euros, these top 5 online
advertising markets make up almost two thirds (64.9 percent) of the
25 %
European market volume. The study gathered figures for 26 Euro-
Turkey
20 %
the UK (2.19 billion euros) and France (1.02 billion euros) – is one
of Europe‘s strongest online advertising markets in terms of display
advertising. Keyword marketing achieved a growth rate of 12.0
percent last year in Germany, which equates to a market volume
Online ad market growth
pean countries in total.
With its market volume of 1.32 billion euros, Germany – along with
15 %
0.8 billion euros. Slovakia
Serbia Hungary
Romania
10 %
Greece
5%
UK
Italy
Poland
Czech Republic
Spain
Belgium
Switzerland
Germany
Ireland
Sweden
Finland
Croatia
Bulgaria
Norway
Austria
France
Netherlands
0%
of 2.56 billion euros, whilst online classifieds/small ads play a more
subordinate role with growth of 4.9 percent and a market volume of
Bubble size: market value in € m
-5 %
Slovenia
Source: IAB Europe AdEx Benchmark 2013
Online ad spend per capita (€)
Denmark
31
CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW
ONLINE-VERMARKTERKREIS (OVK)
UNITS AND LABS IN THE OVK
The OVK creates
The Circle of Online Marketers (OVK) is the central body of on-
Four units make up the OVK: the Ad Technology Standards unit,
standards and
line marketers in Germany. Nineteen of the largest German online
the Market Figures unit, the Mobile Advertising (MAC) Unit and the
transparency.
marketers have come together under the umbrella of the BVDW
Advertising Impact and Market Research unit. The units have experts
(Bundesverband Digitale Wirtschaft e.V. or German Association for
from the relevant specialist areas working with them.
the Digital Economy) to steadily raise the profile of online advertising.
optimisation of market
The Association‘s primary aims are to increase market transparency
The Ad Technology Standards unit is the main body for developing
and planning reliability, as well as to draw up standardisation and qua-
the standards for promotional products. These standards are to be
lity assurance measures for the online marketing sector as a whole.
enforced by all members of the OVK and serve as a guide for the
whole online advertising sector. The aim is to make the production
To this end, the OVK works continuously to standardise advertising
and delivery of online campaigns easier and to make the going-live
formats and the processes which can help to make the production,
process run smoothly. These standards are constantly being extended
delivery and monitoring of online campaigns easier. These standards
and adapted to the needs of the market. The Unit works on the best
are constantly being extended in due consideration of changing
solution for the German market while working closely with internati-
market requirements.
onal bodies and associations.
The OVK also implements key projects such as conferences, studies
The primary tasks of the Market Statistics unit include gathering and
and development measures. The organisation is involved with national
analysing market data. The data can be used for orientation purposes
and international bodies for the further development of the sector.
and also indicates trends and areas with potential. This unit works
very closely with companies and organisations such as Nielsen Media
Research, AGOF and PWC.
The Advertising Impact and Market Research unit was conceived in
order to develop and jointly analyse wider studies relating to more
than just an individual marketer. The experts in this circle also work
on models for qualitative performance indicators and on ideas for
standards in cross-marketer studies.
The Mobile Advertising Unit (MAC) is the successor to the Mobile
Advertising Circle (MAC). This project group was set up to take
account of the specific interests of network operators, mobile
marketers, operators of mobile platforms and online marketers
with mobile units.
The fine Arts of digital Media
Continuous
development
BUNDESVERBAND DIGITALE WIRTSCHAFT (BVDW) e.V.
32
BUNDESVERBAND
DIGITALE WIRTSCHAFT (BVDW) e.V.
The German Association for the Digital Economy (Bundesverband
Digitale Wirtschaft (BVDW) e.V.) is the central body representing the
interests of companies that pursue digital business models and are
active in the sphere of digital value added. With member companies
from many different segments of the Internet industry, the BVDW
has interdisciplinary roots, and therefore has a comprehensive overview of the issues facing the digital industry.
The BVDW has taken on the task of making the efficiency and the
benefits of digital offerings, content, services and technologies
transparent, thus promoting their use in the economy as a whole,
in society, and in government. The association is also an expert
point of contact for the latest topics and developments in the digital
industry in Germany and, by providing statistics, data and facts, is
a valuable source of information on one of the key future fields of
the German economy.
BVDW is engaged in continuous dialogue with politicians, the media
and other national and international interest groups, and supports the
dynamic development of the sector in a results-oriented, practical
and effective way. Founded on the pillars of market trends, market
intelligence and market regulation, the BVDW pools first-rate digital
know-how to help shape the positive development of the leading
growth industry in the German economy, in a sustainable way.
At the same time, as the central organ for the Digital Economy, by
issuing standards and binding directives for industry players, the
BVDW ensures market transparency and high-quality offerings for
users and the general public.
We are the Internet.
33
THE WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) E.V.
WITH “INTERNET FACTS” AND “MOBILE
FACTS”, AGOF DELIVERS DIGITAL CURRENCY
FOR THE GERMAN MARKET
The role of the Working Group on Online Research (AGOF) is
to ensure transparency and practical standards in the research of
online media offerings, remaining independent of the interests of
individuals. It does this by compiling the requisite performance indicators in collaboration with the market and makes these indicators
available in relevant studies; it performs this role not only for the
conventional Internet, but also for other digital media segments. The
leading German marketers represented in AGOF are organised into
sections for this purpose and together with their market partners,
they forge ahead in their respective segments with the planning,
provision and further development of market reach research and
planning parameters.
With its market media study “internet facts” and the unique user
The AGOF market media
(UU) performance indicator contained therein, AGOF has establis-
studies enable market-
hed the currency of consistent Internet reach as the basis for Inter-
oriented planning of digital
net media planning in the market by transferring the reach section
media based on conventio-
and submitting it to the methodological authority of agma. The study
nal standards.
itself, of which the section on reach also appears as “ma Online” on
agma, is published by the Internet section of AGOF. internet facts
shows data on structure and reach for over 750 Internet advertising
media used by participants in the study.
The Mobile section of AGOF takes responsibility for the market media study “mobile facts” and publishes it. The study publishes planning data about mobile reach and the structure of mobile products,
thereby supporting the further establishment of the mobile reach
currency. In this way “mobile facts” has already reached the level of
a standard for mobile reach, comparable in significance and quality
to “internet facts” in the online field.
ONLINE MEDIA PLANNING AND MORE WITH AGOF
34
THE AGOF BRAND FAMILY OFFERS A WIDE
RANGE OF ONLINE MEDIA PLANNING
AND ONLINE MARKETING SERVICES
In the autumn of 2014, the first-ever prototype of AGOF digital facts
will be published, which brings together the existing market media
In addition to its established market media
studies, internet facts
studies internet facts and mobile facts. As a comprehensive digital
reach study, it will provide a valid planning base for cross-digital
online and mobile campaigns. In this new and practical format, digital
and mobile facts, AGOF
facts will support routine digital planning and booking activities in
will also soon be publi-
the future.
shing digital facts.
The AGOF Academy is a logical extension of AGOF‘s market-oriented activities. The aim is to supply all interested market partners with
the requisite knowledge associated with the use of TOP and AGOF‘s
market media studies in online media planning and marketing, and
thus to ensure effective and successful use of the Internet as an
advertising platform.
The training and development programme will also be continually and
significantly expanded. As well as various seminars on the use of the
The AGOF Academy is
TOP analysis and planning programme with different levels and em-
a logical extension of
phases – such as “Digital Media Planning” or “Marketing Digital Media
AGOF‘s market-orien-
Offerings” – the AGOF Academy will also offer advanced training
ted activities.
on the advertising market, media industry, marketing and word of
mouth. Other highlights are the training courses available for the first
time this year on basic selling, self and stress management, and sales
approaches to customers.
The complete seminar matrix can be found at
www.agof.de/seminarinhalte/.
35
NOTES ON THE AGOF METHOD
VALID REACH AND STRUCTURAL DATA,
THANKS TO MULTI-METHOD APPROACH
AGOF supply data and performance indicators on various sectors
With its market media
within the digital economy as a basis for high-quality online media
studies, internet facts
planning, e.g. for the (conventional) Internet and for mobiles. The
and mobile facts, AGOF
AGOF studies make a decisive contribution in establishing the res-
provides a compre-
pective digital advertising media in the media mix, as they make the
hensive database for
performance figures of the online advertising media comparable and
all market partners in
therefore provide a valid planning basis.
the digital advertising
market. The data re-
The methodological basis of internet facts is a three-pillar model,
cords of internet facts
with technical measurement of usage (grass-roots survey) at its
and mobile facts are
centre, supplemented by an on-site questionnaire and a telephone
available within AGOF‘s
survey amongst a representative sample of the population – hence
TOP evaluation and
the term “three-pillar model”. Only when all three pillars interact
planning tool.
is it possible to determine data on reach and structure of online
advertisers. The three pillars are linked together in an innovative
way for this. A detailed description of the method can be found at:
www.agof.de/methode-internet/
The methodological basis of mobile facts for a measurement
suitable for media combines three survey approaches: a technical
measurement, a panel survey, and preset elements from AGOF
internet facts representative of the population. Taking into account
methodological requirements and economic restrictions, this methodological model delivers the greatest possible data depth at the
present time, and meets the high validity requirements of reliable
mobile media planning. In so doing, it combines the advantages of
(incorruptible) technical measurement and fruitful personal data
collection (panel survey) with the modern analysis methods of market research. A detailed description of the method can be found at:
www.agof.de/methode-mobile/
37
NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS
CALCULATIONS OF NET AND
GROSS ADVERTISING SPENDING
PWC reports and
From 2014, the advertising investment in digital display advertising
Nielsen data as the
will be shown on an extrapolated PWC basis (as is the case for the
data basis
MAC mobile report as well). For this, the net figures reported via
PWC for digital display advertising (online and mobile) are extrapolated for the overall German market (including commissions). The
presentation of search and affiliate sales will be dropped for 2014.
Individual trends (ranking of advertising investment by format and
industry) will continue to be covered in the OVK online report by
the existing Nielsen data, as data of this granularity does not exist
in the PWC report.
The calculation of gross advertising volume in conventional online
advertising is based on the online advertising statistics from Nielsen.
This in turn is currently based on reports from 23 marketers who
every month register the gross advertising spending recorded in
the accounting systems and ad servers. The data are not based on
so-called crawler statistics, which means that qualitative attributes,
in particular of online advertising campaigns such as targeting, CPC
business or advertising in password-protected areas, can be illustrated more accurately.
All the data is evaluated with reference to the applicable price lists
and the media performances achieved. This approach enables direct
comparisons to be made with printed adverts in other types of media that are covered by the Nielsen advertising statistics; the printed
adverts are likewise evaluated gross.
DEFINITION OF THE SEGMENTS
The OVK advertising revenues are based on an extrapolation of the
Advertising revenues,
net figures for digital display advertising (online and mobile) reported
online display adver-
via PWC for the entire market (including commissions). The data do
tising, mobile display
not contain any search results or technical sales (e.g. ad servers). The
advertising
data only state the sales revenue generated in Germany.
Display advertising is a form on online advertising in which an
advertiser‘s campaign is displayed on a website using graphical advertising formats (display ads). Display ads can contain text, graphics, video
and audio information. All advertising revenues (by the definition given above) that are not allocated to the mobile category are counted
as part of this category.
Advertising revenues are allocated to the mobile category if provider
recognition for mobile is present (e.g. mobile-enabled websites, mobile apps). Recognition is effected by including a mobile tag, sensor or
library. In addition, at least one of the following criteria must be met:
potential mobile advertising media present according to the MMA
and IAB definition, mobile domain, e.g. m, mobile, wap, and separate
preparation of the content for display on mobile end devices.
PUBLISHING INFORMATION
38
OVK ONLINE-REPORT 2014/02
Place and date of publication
Düsseldorf, 10 September 2014
Publisher
The Bundesverband Digitale Wirtschaft e.V. – German Association for the Digital Economy (BVDW)
Berliner Allee 57
40212 Düsseldorf
Tel: 0211 600456-0
Fax: 0211 600456-33
E-Mail: [email protected]
Internet: www.bvdw.org
Director
Christoph N. v. Dellingshausen
President
Matthias Ehrlich
Vice-Presidents
Harald R. Fortmann, Achim Himmelreich, Ulrich Kramer, Burkhard Leimbrock
Contakt
Circle of Online Marketers (OVK) within the BVDW
Katharina Brandt, Head of Online Marketing
E-mail: [email protected]
Register of Associations number
Register of Associations Düsseldorf VR 8358
Legal information
All data and information in this publication has been carefully researched and checked by the Bundesverband Digitale Wirtschaft (BVDW) e.V. This information is a service provided by BVDW. Neither
the Bundesverband Digitale Wirtschaft (BVDW) e.V. nor the companies involved in the production and
publication of this document can accept any liability for whether the information is accurate, complete or
up-to-date. The contents of this publication and/or any references to material belonging to third parties
are copyright protected. Any duplication of information or data, particularly the use of documents, parts
of documents, images or other types of content, requires prior consent from BVDW or the relevant
copyright owner (third party).
Published by
In co-operation with
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57 | 40212 Düsseldorf
Tel 0211 600456-0 | Fax 0211 600456-33
[email protected] | www.bvdw.org