OVK ONLINE- REPORT 2012/02
Transcripción
OVK ONLINE- REPORT 2012/02
OVK ONLINE REPORT 2012/ 02 Overview of figures and trends f the r esult s o e iv s lu c ex ope o p e Eu r Media sc dy 2012 s tu 3 CONTENTS CONTENTS Foreword4 Comparative study of online advertising 6 Monthly development of gross advertising investment 10 Development of mobile Internet spending 11 Online advertising according to sector 12 Reach of the Internet in Germany 14 Reach of mobile Internet in Germany 15 Advertising media reach in an average month 16 Reach of the OVK marketers 17 Online activities of Internet users 18 Overview of potential customers to reach online by sector 19 Open-mindedness to advertising 20 Brand awareness 21 Online information and transactions 22 European online advertising market 24 Mediascope Europe 2012 study 26 Circle of Online Marketers (OVK) in the BVDW 30 Bundesverband Digitale Wirtschaft (BVDW) e.V. 32 Working group on online research (AGOF) e.V. 33 Online media planning with AGOF 34 Notes on the AGOF method 35 Notes on the methodology of the OVK advertising statistics 36 Imprint / Legal information 38 5 FOREWORD DEAR READERS, The continuous digitalisation of the media landscape and with it the The current results of the Mediascope Europe 2012 study for the German changing media use of consumers is also reflected in the development of market show how important the digital communication channels are digital advertising behaviour. From the online advertising investment in for branded companies when it comes to addressing customers. Use the first half of 2012, we can again see that the advertising industry‘s of the Internet and mobile devices plays a crucial role for more and more willingness to invest in this segment continues unabated. The Internet‘s consumers and influences their orientation and decision-making pro- share of the gross advertising pie is now at almost 22% and therefore cesses, which in turn makes them increasingly important advertising confirms the position of the Internet as the second strongest advertising platforms. medium in the media mix. We hope you enjoy reading the OVK Online Report 2012/02. Paul Mudter, Chairman of the OVK The forecast gross growth rate for online advertising investment for this year can even be revised upwards by 1 percentage point due to the Paul Mudter positive developments of the first six months, and now stands at 12%. Chairman of the Circle of Online Marketers (OVK) This means that in 2012, the gross advertising volume will probably exceed the 6 billion euro mark for the first time. The largest share, as well as the highest growth rate, is taken up by conventional online advertising, followed by search engine marketing and affiliate networks. Mobile Internet spending is also dynamically continuing the positive development seen last year. In the first six months of the year, the advertising companies have already invested 23 million euros in display advertising on mobile websites and apps. This value exceeds spending in the same period of the previous year by 10 million euros. The Mobile Advertising unit (MAC) within BVDW expects continued willingness to invest on the part of the advertising companies and forecasts cumulative market growth of at least 70% for 2012 as a whole. 7 COMPARATIVE STUDY OF ONLINE ADVERTISING THE USE OF ONLINE ADVERTISING CONTINUES TO INCREASE Online advertising At the start of 2012, the new evaluation conventions were adopted for a In response to the slightly modified growth rates, the forecast total spending investment in 2012 will subsegment of the online display advertising market to bring the announce- for conventional online advertising, affiliate networks and search engine exceed the 6 billion ment of performance-based campaigns into line with the actual development marketing in 2012 has been revised upwards by 1 percentage point and now euro mark. and reality of the market and to guarantee a consistent gross report on all predicts a growth rate of 12%. This means that gross online advertising the online display advertising investment. This change was implemented with investment would this year exceed the 6 billion euro mark for the first time, the annual financial statement in 2012 on a changed basis for the online reaching a total of 6.44 billion euros. advertising statistics that also has retrospective effect for 2011. Because of the method change, no direct retrospective comparison of figures for conven- Overall, the continuous growth in gross advertising volume of online adverti- tional advertising from 2011 with preceding years is possible. This is clearly sing in recent years can be seen as evidence of the importance of the Internet shown in the graphics using appropriate labelling. as a media channel for communicating with target audiences. Following the introduction of the new evaluation conventions, the gross online advertising volume reached a new high of 5.73 billion euros in 2011. This volume is particularly noteworthy because the new calculation for the performance segment of conventional online advertising in advertising statistics reflects the actual media and advertising market even more accurately than the previous approach. The positive development of gross online advertising investment also continues unchanged in the first half of 2012. Conventional online advertising is once again proving to be the strongest driver: spending in this area is expected to rise by as much as 14% this year – instead of the original 12% OVK advertising statistics 2009 to 2011 with forecast for 2012 in million euros by segments (methodological breakdown 2011) 7.000 Millions of € 6.000 5.000 forecast in the last OVK Online Report – to 3.74 billion euros. This means 4.000 4.258 308 that 58% of all gross online advertising investment in 2012 would be attribut- 3.000 1.624 able to conventional online advertising. Search engine marketing is in second 2.000 place, with a growth rate that has been revised upwards by 2 percentage 1.000 points to 10%, representing a probable advertising investment volume totalling 2.28 billion euros. Affiliate networks are the third pillar of online communication and according to the forecast, could attract 411 million euros, which corresponds to growth that has been revised downwards by 1 percentage point to 10% as well. 2.326 5.357 (+26 % ) 339 (+10 %) 1.867 (+15 %) 3.151 (+35 %) 5.736 6.441 (+12 % ) 411 (+10 %) 374 (+10 %) 2.284 (+10 %) 2.076 (+11 %) 3.286 3.746 (+14 %) OVK statistics2011 OVK forecast 2012 374 411 m 0 OVK statistics 2009 OVK statistics 2010 ■ Affiliate networks 308 339 ■ Search engine marketing 1.624 1.867 2.076 2.284 m ■ Conventional online advertising 2.326 3.151 3.286 3.746 m Sources: OVK (extrapolation of fi gures for conventional online advertising from 75 to 100% and total market for online advertising, forecasts) and Nielsen (data as of July 2012 with changed evaluation conventions retrospectively applying to 2011 for the performance segment of conventional online advertising, collection of data for conventional online advertising at advertising slot level, adjusted by a proportion from search word marketing; as of 2011 some changes to the methodology of how this proportion is allocated) /// Data for the German market 9 COMPARATIVE STUDY OF ONLINE ADVERTISING ONLINE ADVERTISING WILL ACCOUNT FOR OVER A FIFTH IN THE FORECAST MEDIA MIX With a share of almost With a share of almost 22% of the gross advertising pie, the Internet will This results in innovative multimedia campaign concepts for sustained brand 22% of the gross adver- strengthen its position as the second strongest advertising medium. communication. This can be further refined by using targeting or frequency capping to tailor the online campaigns individually. A wide range of options tising pie, the Internet will strengthen its Despite the method change in online advertising statistics, the Internet for analysis and control while the campaign is underway, something that position as the second will once again assert itself as the second strongest advertising medium in cannot be achieved in any other type of media, also ensure market-oriented strongest advertising the media mix in 2012, according to the current OVK forecast. With fine tuning of online communication. medium. the forecast 21.8%, more than a fifth of the gross advertising pie will be taken up by the Internet – a clear indication of its increasingly dominant In combination with research into advertising impact that accompanies a role in the mix of communication channels. campaign and detailed planning data, the Internet has established itself as an efficient and transparent advertising medium. The continuous further As a result of this consistently high online share, the trends for con- development of all the measures referred to will help the Internet to con- ventional types of media advertising are either stagnating or continuing solidate still further its position as the second strongest advertising medium downward. The gap between the Internet and TV, the medium which in Germany in the future and thereby increase its importance further still. remains in first place with a share of 38.2%, will be just over 16 percentage points, according to the figures available. This also means that online advertising investment would be almost 60% of TV spending. According to the forecast, although the media of newspapers and con- Forecast for how the gross advertising pie will divide up in 2012 sumer publications, which occupy positions three and four respectively, ■ Posters 4,4 % will be able to claim double-digit shares of the gross advertising pie with ■ Radio 5,0 % 17.1 and 12.1%, they will still be 4.7 and 9.7 percentage points below the Internet. The forecast shares for radio, posters and trade publications are all in the single-digit percentage range. Internet 21,8 % ■ TV 38,2 % ■ ■ Trade Publications 1,4 % ■ Consumer publications 12,1 % The OVK forecast for the gross advertising pie once again shows the structural change in the composition of the media mix: in recent years, online advertising has become an indispensable component of an integra- ■ Newspapers 17,1 % ted communication strategy. What was originally a niche medium now plays a crucial role in brand communication – particularly because it has enhanced dialogue with the target audience due to its interactivity and transparency. Advertisers can communicate with their consumers on the Internet with no media discontinuity and at the same time benefit from continuously evolving technologies and exciting advertising formats. Sources: OVK (OVK forecast 2012 including search word advertising and affiliate networks segments) and Nielsen (media trends in the media types listed, data valid as of July 2012 with changed evaluation conventions retrospectively applying to 2011 for the performance segment of conventional online advertising. The trend in the first half of the year was taken as the basis for the whole of 2012 when extrapolating the above-the-line advertisers stated). /// Data for the German market 10 MONTHLY DEVELOPMENT OF GROSS ADVERTISING INVESTMENT 11 DEVELOPMENT OF MOBILE INTERNET SPENDING THE LEVEL OF MONTHLY SPENDING ON CONVENTIONAL ONLINE ADVERTISING IS CONTINUING TO RISE MOBILE DISPLAY ADVERTISING IN GERMANY IS BOOMING The monthly investment Irrespective of the new evaluation conventions, gross advertising In addition to online advertising, mobile advertising is enjoying increasing Cumulative market in conventional online investment in conventional online advertising in the first half of 2012 also popularity among advertisers. For instance, advertising companies in growth of at least 70% advertising in the first generally exceeded the already high level of the corresponding months in Germany invested around 36 million euros in display advertising on mo- is expected for 2012 as half of 2012 was predo- previous years. In each of the months of March, May and June, the 300 bile websites and apps in 2011. In the first half of 2012, willingness to a whole. minantly around the million euro mark was exceeded, and in April it was almost reached. This invest increased further, resulting in 23 million euros already flowing into 300 million euro mark. high monthly investment level provides impressive evidence of the mobile display advertising in the first six months of the year. This means increasing emphasis advertisers are placing on conventional online 10 million euros more were spent on mobile display advertising in the advertising. first half of 2012 than in the same period of the previous year – a clear indication of the momentum prevalent in this significant growth segment. Of the 3.74 billion euros of spending on conventional online advertising forecast for 2012, 1.77 billion euros, which corresponds to almost half In view of this strong willingness to invest on the part of the advertising the assumed gross advertising investment for this year, has already been companies, the Mobile Advertising unit (MAC) within the Mobile specialist realised in the first six months. Based on experience, it can be assumed group at Bundesverband Digitale Wirtschaft (BVDW) e.V. expects cumula- that this positive spending behaviour will continue into the second half of tive market growth of at least 70% for 2012 as a whole. the year, with the traditionally busy Christmas period providing additional stimulus. Monthly development of gross advertising investment in conventional online advertising in million euros 200 356,0 345,3 356,9 341,4 281,4 314,8 271,4 274,2 254,6 246,7 250,9 253,4 270,0 278,9 321,3 326,3 269,4 271,5 298,7 229,6 248,5 189,5 221,9 250 175,9 216,0 244,2 300 270,7 350 245,7 273,3 314,0 400 Millions of € Gross mobile advertising revenue for 2011 and 1st half of 2012 7 Millions of € 6 Total: 35,9 Millions of € Total: 23,0 Millions of € 5 4 3 150 2 100 1 50 0 0 Jan. Jan. Feb. Mar. Apr. May June July 269,4 270,0 250,9 254,6 271,4 281,4 356,9 356,0 m 253,4 246,7 274,2 314,8 341,4 345,3 m ■ 2010 175,9 189,5 245,7 229,6 ■ 2011 216,0 221,9 273,3 248,5 271,5 278,9 ■ 2012 244,2 270,7 314,0 298,7 326,3 321,3 Aug. Sept. Oct. Nov. Feb. Mar. Apr. May June ■ 2012, 1. HJ 2.349 2.878 4.127 3.784 4.378 5.490 1.863 1.688 1.904 1.956 2.682 2.941 July Aug. Sept. Oct. Nov. Dec. Dec. m Sources: OVK (extrapolation of figures from 75 to 100%) and Nielsen (data as of July 2012 with changed evaluation conventions retrospectively applying to 2011 for the performance segment of conventional online advertising, collection of data for conventional online advertising at advertising slot level, adjusted by a proportion from search word marketing; as of 2011 some changes to the methodology of how this proportion is allocated) /// Data for the German market ■ 2011 m 3.375 2.860 2.727 3.543 4.868 5.451 m Sources: The Mobile Advertising unit (MAC) within BVDW and Nielsen (as of July 2012). The values are based on the gross advertising sales of the marketers Axel Springer Media Impact, G+J Electronic Media Sales, Interactive Media, IP Deutschland, iq digital media marketing, United Internet Media and YOC (70-75% market coverage). Self advertising is not permitted. /// Data for the German market 13 ONLINE ADVERTISING ACCORDING TO SECTOR ONLINE ADVERTISING IS PART OF ALL SECTORS The versatile use of the The willingness of online advertisers to spend, mentioned at the begin- which have made it into the top 3 of absolute online spenders for the first Internet as a communi- ning, can be observed in all areas of business – and there is little wonder time. In the retailing and mail order business too, as well as the finance cation, information and in view of the target audience potential available on the Internet for ad- sector, investment in conventional online advertising is in the three-digit transaction medium also vertisers from very different sectors (see also Page 19 of this report). The range with 134.2 million euros and 120.4 million euros. makes it an attractive importance of online advertising in the media mix of the sectors is also advertising platform, as increasing accordingly: eight of the ten areas of business shown once again Overall, the online advertising investment of the areas of business show it enables companies increased the share of conventional online advertising in their communica- that more and more sectors grant conventional online advertising an im- to address consumers tion mix in the first half of 2012 compared with 2011. With a considerably portant role in their marketing strategies, which also highlights the target interactively and increased share of online advertising in their media mix, the personal care audience relevance of the Internet in all sectors. create targeted buying and telecommunication sectors in particular demonstrate a commitment impulses. to online advertising in the first six months of 2012 that is more than double that seen in 2011. Advertising investment in conventional online advertising analysed by area of business for the first half of 2012 In general, the share of online spending in the media mix provides infor- 0 50 100 150 200 mation about the sectors in which online advertising has played a particularly large role in communication in the first half of 2012. The frontrunner here is other advertising – including charitable organisations, image and classified advertising, and corporate advertising. With 33.8%, spending on media mix here. This is followed by the finance and telecommunications Retail and mail order sector: with 19.6 and 18.2% respectively, each allocates around a fifth of its advertising investment to conventional online advertising. Also in the services sector, the tourism and catering segment, the automotive sector and the retailing and mail order business, the online shares of the media 30,2 Services Automotive 10,7 Personal care relative to the total media budget available. In other words, the largest Tourism and catering growth potential still exists here, given the general market momentum. 3,3 we can see that the sector „Other advertising“ is in first place again with 194.5 billion euros. In second and third place are the service sector with 183.9 million euros and the automotive sector with 151.7 million euros, 19,6 18,8 72,6 7,0 69,7 13,5 11,8 46,2 4,9 4,5 Food 0 If we take a look at absolute spending on conventional online advertising, 33,8 183,9 17,7 15,9 151,7 18,2 8,3 76,3 8,4 3,0 400 Millions of € 19,1 96,6 mix are in the double-digit range. In just three of the sectors shown, ex- 350 134,2 120,4 Telecommunications penditure on online advertising is still in the single-digit percentage range, 12,9 10,5 Finance Media 300 194,5 Other advertising conventional online advertising already accounts for over a third of the 250 5 10 15 20 25 30 35 40 45 % ■ Values in Millions of €, 1st half of 2012 ■ Values as a percentage of online advertising in the media mix 2012, 1st half of year ■ Values as a percentage of online advertising in the media mix 2011 Source: Nielsen (data valid as of July 2012 with altered evaluation conventions for the performance segment of conventional online advertising, with retroactive effect to 2011) /// Based on: top 10 areas of business /// Data for the German market 14 REACH OF THE INTERNET IN GERMANY 15 REACH OF MOBILE INTERNET IN GERMANY IN GERMANY THERE ARE OVER 50 MILLION INTERNET USERS A QUARTER OF THE GERMAN-SPEAKING POPULATION OVER THE AGE OF 14 LIVING IN GERMANY USES MOBILE INTERNET Over 70% of the According to „internet facts 2012-05“, 71.6% of the German-speaking According to „mobile facts 2011“, mobile Internet in Germany had a In „mobile facts 2011“, German-speaking popu- population over the age of 14 living in Germany (70.33 million) belong to reach of 24.1% during the reporting period, which means 16.95 million data on the reach and lation over the age of the widest group of users (WNK; people who used the Internet within of the German-speaking population over the age of 14 living in Ger- structure for 55 mobile- 14 living in Germany the last three months). In addition to these 50.34 million people, there many (70.33 million) were using mobile Internet every month in 2011. optimised offers and 65 uses the Internet. are another 1.06 million Internet users, who have been online within the In the previous year, the figure for unique mobile users still stood at applications from eleven last year. Therefore the Internet has a reach in Germany of 73.1%, i.e. 10.95 million people, which signifies growth in mobile Internet use marketers from the di- 51.40 million people used the Net during the reporting period. since 2010 of 55% – an indication of the increasing establishment of the gital market is collected medium mobile Internet. and published. The Internet has established itself across all generations as a medium that is used as a matter of course. The online presence is particularly marked Just as in the early days of Internet, use of mobile Internet is still clearly among 14 to 39-year olds, over 90% of whom are Internet users. The 40 to dominated by men and the younger target groups: 60.2% of unique 49-year olds have also already reached a high level of utilisation at 87.2%, mobile users are men, and almost two-thirds belong to the under 40s while almost three-quarters (73.7%) of 50 to 59-year olds are already age group. The most frequently used functions are making telephone online. Only among the over 60s is the online penetration still at a relatively calls (90.5%), sending text messages (79.4%) and reading the news moderate level – at 36.2% over a third of them are indeed online, but in (75.2%). These are followed by writing and reading e-mails, use of social comparison with the other age groups, this age bracket still contains the networks and listening to music. As many as one in five mobile Internet highest proportion of non-users. users make at least one purchase via mobile Internet per week. The AGOF mobile universe Online penetration by age group 100 2,8 4,2 5,4 12,8 80 users in the last 30 days: 63,8 60 40 Unique mobile users and app 26,3 97,2 95,8 94,6 87,2 73,7 20 Total population: Mobile phone users: 70.33 million** 60.59 million** 16,95 milion* 36,2 0 % 14-19 20-29 30-39 ■ Internet users (WNK)/other Internet users 40- 49 50-59 60+ years ■ Non-Internet users Interpretation example: 97.2% of 14 to 19-year olds are Internet users (WNK and other users) and 2.8% of 14 to 19-year olds are non-Internet users. /// Based on: 101,306 cases (Internet users in the last three months), 576 cases (other Internet users), 10,541 cases (non-Internet users) / Values in % /// Source: AGOF e.V./ internet facts 2012-05 /// Data for the German market Interpretation example: 16.95 million (2010: 10.95) adults over the age of 14 are unique mobile users (UMU), which means that 24.1% (2010: 15.5%) of the German-speaking resident population over the age of 14 has accessed a mobile-enabled website or a mobile app within the last 30 days. /// Based on: 23,515 cases, German-speaking population over the age of 14 living in Germany, figures in millions /// Source: AGOF e.V. / AGOF mobile facts 2011 or ** internet facts 2011-1 1 /// Data for the German market 16 ADVERTISING MEDIA REACH IN AN AVERAGE MONTH 17 REACH OF THE OVK MARKETERS AVERAGE MONTHLY REACH OF THE TOP 20 ONLINE ADVERTISERS NET REACH OF OVK ONLINE MARKETERS IN „INTERNET FACTS“ In addition to data for The „internet facts 2012-05“ provides data on reach and structure for 765 The „internet facts“ reports the net reach of the marketers operating The „internet facts the average month online advertisers based on their websites and 3975 advertising slots. together in AGOF. The table below shows the net reach of the marke- 2012-05“ includes ters organised in OVK based on the advertising media compiled in data from a total of 68 marketers. and the average week, „internet facts“ also In the league table of websites according to their reach in an average „internet facts 2012-05“. A marketer‘s net reach does not always inclu- provides data for the month, T-Online holds first place with 25.02 million unique users (49.7%), de their entire portfolio. individual month. followed by eBay.de (23.40 million unique users or 46.5%) and gutefrage. net (15.99 million unique users or 31.8%). WEB.DE (15.51 million unique users or 30.8%) and Yahoo! Deutschland (13.66 million unique users or 27.1%) hold positions 4 and 5 respectively. AGOF ranking of the top-20 online advertising media in Germany in an average month Net reach of OVK online marketers (sorted alphabetically) Unique users in millions T-Online Marketers 25,02 Reach in % (based on Internet users from the last three months) Net reach in millions of unique users 23,40 eBay.de gutefrage.net 15,99 15,51 WEB.DE 13,66 Yahoo! Deutschland 13,13 BILD.de Axel Springer Media Impact 52,9 BAUER MEDIA 10,6 26,64 5,33 eBay Advertising Group 49,3 24,80 19,89 G+J Electronic Media Sales 39,5 computerbild.de 12,53 Hi-media Deutschland 30,1 15,17 CHIP Online 12,52 InteractiveMedia CCSP 57,4 28,90 12,22 GMX RTL.de 10,61 Spiegel Online 10,49 wetter.com 10,19 MSN 25,75 16,62 MAIRDUMONT MEDIA 15,3 7,71 Microsoft Advertising 28,6 14,41 7,15 netpoint media 14,2 OMS 41,620,96 9,03 SevenOne Media 51,8 SPIEGEL QC 28,4 14,28 58,9 29,64 9,75 FOCUS Online 51,2 33,0 9,10 DasTelefonbuch.de CHEFKOCH.de IP Deutschland iq digital 8,92 26,07 MyVideo 8,65 TOMORROW FOCUS MEDIA meinestadt.de 8,45 Unister Media 21,5 10,82 United Internet Media 53,6 26,98 Yahoo! Deutschland 39,3 19,80 DasÖrtliche 8,34 Welt.de 7,76 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 m Number of unique users (in millions) for an average month in the period under investigation – March to May 2012 /// Basis: 101,306 cases (Internet users in the last three months) /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market Average month Number of unique users (in millions) for an average month in the period under investigation – March to May 2012 /// Basis: 101,306 cases (Internet users in the last three months) /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market 18 ONLINE ACTIVITIES OF INTERNET USERS 19 OVERVIEW OF POTENTIAL CUSTOMERS TO REACH ONLINE BY SECTOR INTERNET USE IS PART OF ALL AREAS OF LIFE LATEST POTENTIAL VIEWED BY SECTOR BASED ON „INTERNET FACTS 2012-05“ These days, it is hard The spectrum of commonly performed online activities highlights the The AGOF sector analyses illustrate potential customers to be found on to imagine everyday life versatile integration of the Internet into people‘s everyday lives. The sen- the Internet for specific sectors. without the Internet: ding and receiving of private e-mails (85.8% or 43.19 million Internet whether it be for commu- users), and research using search engines or web catalogues (82.5% or nication, information or 41.53 million) remain top of the list. Next comes accessing international transactions – more and news (69.8% or 35.16 million). Sector potential for prospective customers looking for information online and for online purchasers; based on widest group of online users (WNK): 50.34 million unique users Internet users in % Unique users in millions Info purchase more activities are taking place online. Around two-thirds of Internet users are online shoppers or use weather Travel sector forecasting sites, and over 60% access regional or local news. More than Entertainment sector half of Internet users do their banking online. Other key usage areas are Fashion sector communicative sites such as chatrooms and forums, instant messaging and weblogs/blogs, as well as access to test results and sports results, but also employment, property or dating websites. 14,5 24,2 Cosmetics sector Key usage areas – top 10 29,04 30,73 21,64 27,58 11,45 45,3 22,78 7,29 42,0 21,14 12,18 20,49 10,59 13,17 4,23 13,12 5,64 10,82 3,63 26,2 26,1 11,2 7,2 61,0 40,7 21,0 8,4 76,7 54,8 22,7 Computer sector Finance sector 38,61 43,0 Car sector Food & beverages sector 26,78 57,7 Entertainment electronics sector Insurance sector 40,85 81,1 53,2 21,5 0 10 2030405060708090 100 % ■ Online information gathering in % ■ Online purchases in % Values in % Sending and receiving private e-mails 85,8 Research using search engines or web catalogues 82,5 International news 69,8 Online shopping 67,8 Weather 65,5 Regional or local news 62,5 Online banking 55,7 Test results 40,8 Chatrooms and forums 40,0 Sports results and reports 39,4 0 25 50 75100 % Interpretation example: 69.8% of all Internet users (WNK) use international news services at least occasionally, /// Basis: 101,306 cases (Internet users in the last three months) / „How often do you use the following sources of information or offers: frequently, occasionally, rarely or never?“ / Top-two box shows: frequent or occasional usage / Values in % / the top-10 from a total of 22 subjects are shown /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market Interpretation example: 81.1% of Internet users, which equates to 40.85 million unique users, have gone online at least once in the past to find information on travel products, /// Basis: 101,306 cases (Internet users in the last three months) / „On which of the following products have you ever looked for information on the Internet?“ / „Have you bought any of the following products via the Internet in the past 12 months?“ /// Values in % and in millions of unique users /// Source: AGOF e.V./ internet facts 2012-05 /// Data for the German market The products studied in the context of the relevant sector analysis can be subdivided as follows: Travel Entertainment Entertainment electronics Fashion Automotive Computers Cosmetics Insurance FMCG food & beverages Finance Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips Computer and video games, tickets, films on DVDs/videos, music CDs, music/films to down load from the Internet for a charge Flat-screen TVs, DVD players/recorders, hard-disk recorders, home cinema/surround-sound systems, digital cameras, navigation systems Ladies‘ or gents‘ clothing, footwear Used cars, new cars, hire cars Computer hardware or accessories, computer software excluding games Cosmetics for women/men, perfume for women/men, bodycare, haircare or dental care products Health insurance, life assurance and private pension schemes, other insurance such as motor, household or indemnity insurance Non-alcoholic drinks, beer, other alcoholic drinks and spirits, frozen products and ready meals, dairy products, confectionery and savoury snacks Investments, shares, securities, funds, credit 20 OPEN-MINDEDNESS TO ADVERTISING 21 BRAND AWARENESS ONLINE ADVERTISING HITS THE MARK BRANDED PRODUCTS PLAY A MAJOR ROLE FOR OVER 17 MILLION INTERNET USERS More than 22 million 43.9% or more than four in ten Internet users are open-minded about Many Internet users are extremely brand-oriented. For example, 59.0% Internet users are open advertising and state that they have frequently been made aware of (29.72 million) agree with the assertion that branded products are general- users are brand-aware. to advertising messages interesting products or new ideas through advertising. Particularly in con- ly of a higher quality and 42.3% (21.28 million) say that brands provide This applies in parti- and the products be- nection with the high interaction potential of online advertising media, security when purchasing. It is therefore fitting that over three-quarters cular to men and the hind them. which enables direct dialogue with customers with no media discontinui- of users (76.6%) are also prepared to pay more for quality. over 50s. Over a third of Internet ty, advertisers are benefiting from this attitude. Using targeted features and links, they can provide users with comprehensive additional informati- At 34.6%, more than a third of Internet users (17.42 million people) consi- on and/or services as well as the actual advertising message. der branded products important. A comparison between the sexes shows men at 38.5% to be significantly more brand-aware than women (30.3%). In particular women and young users aged between 14 and 29, with A look at the different generations clearly shows that the over 50s at 37.2% 45.7% and 51.0% respectively, demonstrate above-average susceptibility demonstrate the strongest preference for branded products, followed by to Internet advertising messages. People in the 30 to 49 age group the 14 to 29-year olds at 35.7%, slightly above the level of the widest group account for 44.0% of Internet users, which puts them in the widest of Internet users (WNK). The 30 to 49-year olds, at 31.9%, are slightly group of online users (WNK); men in general come in just below this below average with regard to brand sensitivity. level, with 42.4% of Internet users. Internet users in the over-50s age group account for 37.3%, and their interest in online advertising is some- This brand and quality orientation of many users makes the Internet an what more restrained. ideal communication channel for brand development and management, as branding campaigns reach high-affinity target audiences. Open-mindedness to online advertising Brand awareness „Advertising has frequently drawn my attention to interesting products or new ideas.“ „ Branded products are important to me.“ Widest group of Internet users (WNK) Widest group of Internet users (WNK) 43,9 % 42,4 % Men Women 51,0 % Aged 14 to 29 Aged 14 to 29 44,0 % Aged 30 to 49 Aged 30 to 49 37,3 % Aged 50 and over 0 10 20 38,5 % Men 45,7 % Women 34,6 % Aged 50 and over 30 40 50 60 % Interpretation example: 43.9% of all Internet users (WNK) have frequently become aware of interesting products or new ideas through advertising, /// Based on: 101,306 cases (Internet users over the last three months) / The top-two box shown is totally or mainly applicable, / Values in % /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market 30,3 % 35,7 % 31,9 % 37,2 % 0 10 20 3040 % Interpretation example: 34.6% of all Internet users (WNK) consider branded products important, /// Basis: 101,306 cases (Internet users over the last three months) / The top-two box shown is totally or mainly applicable. / Values in % /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market 23 ONLINE INFORMATION AND TRANSACTIONS CONSUMERS USE THE INTERNET SELECTIVELY FOR ORIENTATION AND PURCHASING PROCESSES RELATING TO VARIOUS PRODUCTS The temporally and ge- 86.8% of Internet users have been using the Internet for more than three For ladies‘ clothing, toys, tickets, gents‘ clothing and competitions, the con- ographically unlimited years. In other words, almost nine in every ten Internet users can be consi- version rate is also consistently over 60%. Of the remaining products ran- opportunities make dered adept medium users with substantial user experience. This ked in the top 15, more than half the people looking for information online the Internet a highly widespread use of the Internet as a matter of course is also affecting the also went on to purchase online. The broad spectrum of products and ser- valued information and purchasing behaviour of many consumers: 96.4%, i.e. nearly all Internet vices represented here underlines the growing importance of the Internet shopping platform. users (48.55 million people), have looked for information on products or for consumers‘ general patterns of behaviour. services on the Internet at least once. This fact underlines the importance of the Internet as a research medium in the orientation and decision-making phase prior to a purchase, irrespective of whether the purchase itself is Conversion rates for the top-15 products made online or offline. Conversion rates in % Books The Internet is also used by the majority users for actual purchases: the proportion of Internet users who are online shoppers is around 86.1%, i.e. 43.33 million people have bought something online or made use of Ladies‘ clothing Tickets for cinema, theatre, etc.. leading position in e-commerce, followed by theatre and concert tickets Gents‘ clothing and ladies‘ clothing. Competitions The activation potential of the Net for certain product categories can be revealed by the online conversion rate – the ratio between people seeking Babycare products Music or films subject to charges online. In this context, books remain top of the list, with a conversion rate Footwear about books online, also went on to buy these online. 60,6 Holiday or business hotels 42,6 24,9 6,2 63,3 62,0 6,6 4,0 58,5 10,7 57,9 23,5 13,3 56,6 44,2 24,2 54,8 38,1 20,8 54,6 4,3 2,3 53,5 Computer hardware or accessories Computer and video games 65,2 54,8 37,6 23,3 71,5 67,6 34,7 Films on DVD, videos Betting 38,6 34,8 22,7 Music CDs information online and those who seek information online AND buy of 71.5%, i.e. almost three-quarters of the people who sought information 26,1 Toys chargeable services in the last twelve months. Books have retained their 59,3 42,4 35,8 18,8 12,8 52,5 24,4 26,1 52,5 50,0 52,2 0 10 2030405060 70 % ■ Online information gathering in % ■ Online information and online purchases in % Interpretation example: 59.3% of Internet users (WNK) have researched books on the Internet and 42.4% have researched books online AND bought them online, equating to a conversion rate for those seeking information into those seeking information AND purchasing of 71.5%. /// Based on: 101,306 cases (Internet users in the last three months) / „Have you ever looked for information on the Internet about the following products?“ / „Have you bought any of the following products over the Internet in the past 12 months?“ /// Values in % / The top-15 from a total of 59 products are shown /// Source: AGOF e.V. / internet facts 2012-05 /// Data for the German market 25 EUROPEAN ONLINE ADVERTISING MARKET ONLINE ADVERTISING MARKET IN EUROPE HAS EXCEEDED THE 20 BILLION EURO MARK SEARCH ENGINE MARKETING AND DISPLAY ADVERTISING ARE DRIVING FORWARD DEVELOPMENT OF THE ONLINE ADVERTSING VOLUME IN EUROPE In 2011, the European From 2010 to 2011, the European online advertising market volume incre- A look at the advertising investment in the different online segments in In 2011, the online online advertising mar- ased by 2.6 billion euros and, at 20.9 billion euros, has now slightly excee- Europe shows that in 2011 the areas of search engine marketing and segments search engine ket volume was 20.9 ded the previous year‘s level of the US advertising market. This increased online display advertising once again achieved growth in the double-digit marketing and display billion euros. even more rapidly in the same period and recorded a volume of 24.5 billi- percentage range. With an increase of 17.9% compared with the previous advertising recorded on euros in 2011. At the same time, this can be seen as an indication that year, search engine marketing now has a volume of 9.7 billion euros and double-digit growth growth potential still exists in Europe, as the European level traditionally therefore remains the largest segment. This is followed by online display rates in advertising matches the US level after a slight time delay. advertising with a growth rate of 15.4% and a volume of 7.0 billion euros investment compared in 2011. Classified advertising accounts for 4.0 billion euros, which corre- with the previous year. Overall, the current online advertising market volume in Europe clearly sponds to an increase in advertising investment of 5.7% compared with shows that the Internet has established itself in all European countries as 2010. an important advertising channel alongside the conventional media – even if there is still some variation in its importance in the individual European Besides the refined targeting options and innovative advertising formats, the countries. As forerunners, the largest online advertising markets Germa- strongest driver of the continuous growth in online advertising is, above all, ny, the UK and France show here which online potential in Europe can the growing evidence of the impact of advertising, from which branding still be tapped into in the coming years. campaigns on the Internet benefit in particular. Annual comparison of the online advertising market in Europe versus the USA Market development of online advertising in Europe 0 5 10152025303540 % Total online advertising (millions of €) 25.000 Mio. Euro 20.000 24.500 20.100 18.300 Classifieds & directories +5,7 Display +15,4 Search +17,9 4,0 20.900 15.000 7,0 10.000 5.000 9,7 0 2010 Source: IAB Europe/IHS Screen Digest: AdEx Benchmark 2011 2011 012345678910 ■ Market growth 2011 compared with 2010 in % Source: IAB Europe/IHS Screen Digest: AdEx Benchmark 2011 ■ Market volume 2011 in billions of € bn 27 MEDIASCOPE EUROPE 2012 STUDY MEDIA USAGE HABITS ARE BECOMING INCREASINGLY DIVERSIFIED MEDIA USAGE VARIES DEPENDING ON DAILY ROUTINE Internet usage in In the current Mediascope study, the Interactive Advertising Bureau The usage rates of the media channels used on a typical working day in Mobile devices make Germany is above the (IAB) Europe, surveyed European consumers in a total of 28 countries Germany vary significantly depending on the time of day: at the start of the Internet a ubiqui- European average. about their media usage habits. The results once again highlight the the day, it is above all radio and newspapers that are favoured, while tous medium. growing importance of the Internet as a medium – for instance, around during the evening, television is more popular. two-thirds of all Europeans can now be reached online, which corresponds to 426.9 million people. In Germany alone this figure is 54.1 mil- Unlike other media, the Internet definitely has usage peaks, but thanks to lion people, spending an average of 11.4 hours a week online. the ability to access it via different terminal devices (computer, tablet and smartphone), it can adapt much better to people‘s daily routine and the A look at media usage highlights the increasing digitalisation of society. In resulting usage situations. Smartphones and tablets also allow mobile the rankings of media usage in a typical week for Germany, using the Internet access when on the move during the day and therefore make the Internet via computer is in third place after watching television and liste- Internet a constant companion for consumers. 38% of German Internet ning to the radio, and has therefore overtaken reading newspapers and users now access the Internet on more than one device, putting them magazines. With a proportion of 75%, the Germans are around 11 per- 1 percentage point above the European level. centage points above the European average in terms of their Internet use. In addition to this, 19% of Germans use the Internet via mobile phone, and 12% via tablets. Proportion of media usage in a typical week – Germany and EU Typical media usage in the daily routine (working day) in Germany 100 Listening to radio (not via Internet) 40 75 % 64 % Reading newspaper (not via Internet) 62 % Reading magazines (not via Internet) 48 % 60 86 % 64 % Using Internet via computer 20 0 % 74 % 69 % 19 % 21 % Using Internet via mobile phone/smartphone Using Internet via tablet 80 92 % 95 % Watching television (not via Internet) 12 % 8% ■ Germany ■ EU During the day (10:00-17:30) In the evening (17:30-21:00) At night (21:00-06:00) ■ Radio 73 % 64 % 33 % ■ Newspapers 70 % 25 % 19 % 3% 24 % 22 % ■ Internet via mobile/ 0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Source: Mediascope Europe 2012 study/IAB Europe After getting up (6:00-10:00) 13 % 34 % 76 % 56 % ■ Internet via computer 22 % 56 % 75 % ■ Trade publications 20 % 42 % 51 % 10 % ■ Internet via Tablet 18 % 53 % 68 % 23 % 8% 17 % 91 % 51 % smartphone ■ Television Source: Mediascope Europe 2012 study/IAB Europe 29 MEDIASCOPE EUROPE 2012 STUDY INTERNET AND TELEVISION ARE OFTEN USED SIMULTANEOUSLY SMARTPHONES ARE THE UBIQUITOUS MULTI-FUNCTIONAL DEVICE The parallel use of The results of the study show that many consumers use the Internet and With the advent of smartphones, the spectrum of functions offered by The broad spectrum of different media and TV simultaneously to maximise their media use – this applies both to mobile phones has been greatly expanded. Besides making calls, it is now smartphone applica- devices is becoming Europe in general and to Germany in particular. In Germany 41% – or four used for a whole series of other functions. The most popular of these for tions used makes the increasingly common- in every ten people – continue to watch television while accessing the over two-thirds of smartphone users are taking photos and recording mobile phone an indis- place. Internet via their computer. Other options include accessing the Internet videos using the mobile phone. Over half use it for sending or receiving pensable companion in via smartphone or tablet during TV viewing; however, the user propor- e-mails, downloading or using apps, downloading and listening to music, all situations. tions for this are still in the single-digit percentage range. and for sending images or video messages. Almost half access websites or social networks via their smartphone and more than four in ten people This parallel use of media and devices also presents advertisers with use search engines via their mobile phone and use it to download and play new challenges: in order to accommodate the modified media usage games. habits of consumers, it is necessary to give campaigns a much stronger cross-media orientation than before and respond to the usage habits of Due to the multi-faceted usage of smartphones, an increasing number of consumers through intelligent interlinking of the different media chan- activities previously carried out offline or on the computer are now being nels. performed via mobile Internet, which ultimately also has an effect on the consumption habits of consumers – a fact to which the advertising industry must respond with appropriate mobile-oriented campaigns. Cross-media usage – parallel Internet and TV use in Germany according to end devices Applications used by smartphone users in Germany Taking photos/recording videos 67 % Sending/receiving e-mails 60 ■ Crossmedia-Nutzung TV + ... 52 % Downloading/using apps 50 % Downloading/listening to music 50 % Sending photo/video messages 50 % 40 20 41 % Accessing the Internet via mobile browsers 9% 0 % ...Internet via computer ...Internet via mobile/smartphone Source: Mediascope Europe 2012 study/IAB Europe 7% ...Internet via tablet 48 % Using personal social networks 47 % Using mobile search engines ■ At least once 43 % Downloading/playing games a month 43 % 0 10 Source: Mediascope Europe 2012 study/IAB Europe 2030 40 50 60 70 80 90 100 % 31 CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW CIRCLE OF ONLINE MARKETERS (OVK) UNITS AND LABS IN THE OVK The OVK creates stan- The Circle of Online Marketers (OVK) is the central body of online The OVK comprises four units: the Ad Technology Standards unit, the dards and transparency. marketers in Germany. Nineteen of the largest German online marketers Market Statistics unit, the Targeting unit and the Market Research unit. have come together under the umbrella of the German Association for the The units have experts from the relevant specialist areas working with Digital Economy (BVDW) to steadily raise the profile of online advertising. them. The Association‘s primary aims are to increase market transparency and Continuous optimisati- planning reliability as well as to draw up standardisation and quality assu- The Ad Technology Standards unit is the main body for developing the on of market develop- rance measures for the online marketing sector as a whole. standards for promotional products. These standards are used by all ment members of the OVK and serve as a guide for the whole online To this end, the OVK works continuously to standardise advertising advertising sector. The aim is to make the production and delivery of formats and the processes which can help to make the production, online campaigns easier and to make the going-live process run delivery and monitoring of online campaigns easier. These standards smoothly. These standards are being continuously extended and are constantly being extended in due consideration of changing market adapted to market requirements; they are published on the website requirements. www.werbeformen.org. The unit is also concerned with optimising business processes relevant to booking, monitoring ad servers and The OVK also implements key projects such as conferences, studies and assessing new technologies. development measures. The organisation is involved with national and international bodies for the further development of the sector. The primary tasks of the Market Statistics unit include gathering and analysing market data. The data can be used for orientation purposes and also indicates trends and areas with potential. The OVK representatives also support the recording of advertising statistics by Nielsen in this unit. The core aim of the Targeting unit is to work actively on awareness and transparency. As well as defining terms and models it also aims to inform users about methodology on the common platform www.meine-cookies. org and to create potential choices for the user. The 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. Bundesverband Digitale Wirtschaft (BVDW) e.V. 32 33 WORKING GROUP ON ONLINE RESEARCH (AGOF) e.V. Bundesverband Digitale Wirtschaft (BVDW) e.V. WITH „INTERNET FACTS“ AND „MOBILE FACTS“, AGOF DELIVERS DIGITAL CURRENCY FOR THE GERMAN MARKET The BVDW is the organisation that represents the interests of compa- The role of the Working Group on Online Research (AGOF) is to ensure nies in the fields of interactive marketing, digital content and interactive transparency and practical standards in the research of online advertising added value. media, remaining independent of the interests of individuals. It does this by compiling the requisite performance indicators in a close interchange The BVDW has interdisciplinary roots, and therefore has a comprehen- with the market and makes these indicators available in relevant studies; sive overview of the issues facing the digital industry. it performs this role not only for the conventional Internet, but also for other segments of digital media. The leading German marketers repre- It has taken on the task of making the efficiency and the benefits of sented in AGOF are organised into sections for this purpose and digital media transparent, thus promoting their use in the economy as a together with their market partners, they forge ahead in their respective whole, in society, and in government. segments with the planning, provision and further development of market reach research and planning parameters. BVDW is engaged in continuous dialogue with politicians, the media and other interest groups, and supports the dynamic development of the With its market media study „internet facts“ and the unique users (UU) The AGOF market media sector in a results-oriented, practical and effective way performance indicator contained therein, AGOF has established the studies enable market- currency of consistent Internet reach as the basis for Internet media oriented planning of digital The BVDW sees its role as being to bring together the skills of all its planning in the market by transferring the reach section and submitting it media based on conventi- members, and combine them with the defined values and principles of to the methodological authority of ag.ma. The study itself, of which the onal standards. the Association. section on reach also appears as ma Online on ag.ma, is published by the Internet section of AGOF. The „internet facts“ shows data on structure We are the net. and reach for over 700 Internet advertising media used by participants in the „internet facts“ study. The Mobile section of AGOF takes responsibility for the market media study „mobile facts“ and publishes it. This study collects data on reach and structure for mobile advertising media in Germany in order to make it available for high-quality mobile media planning. The objective is to work with market partners to establish this study and the performance indicator for reach contained therein – unique mobile users (UMU) – in the medium term as the reach currency in mobile media planning. ONLINE MEDIA PLANNING WITH AGOF 34 35 NOTES ON THE AGOF METHOD COMPREHENSIVE SERVICES FOR ONLINE MEDIA PLANNING AND ONLINE MARKETING THE THREE-PILLAR MODEL OF AGOF „INTERNET FACTS“ Shortening of the study In summer 2012, AGOF started the process of gradually shortening the Data acquisition for „internet facts“ is fundamentally based on three different AGOF uses the three- preparation period for processing period of study preparation for „internet facts“, to provide acquisition methods: electronic measurement of usage, on-site surveys and pillar model to gather „internet facts“ ensures market partners with an even more up-to-date basis for planning. The population-representative telephone surveys – hence the name three-col- data on reach and online media planning is „internet facts“ will therefore now be published closer to the investigated umn model. The three different acquisition methods ensure that the comple- structure for Internet even more up-to-date. period or month. The gradual shortening process will be completed by the xity of Internet usage is sufficiently taken into account and at the same time advertising media. With end of the year, after which each issue of „internet facts“ will be made that all the necessary data for the subsequent planning data set is collected. its market media study available approx. six weeks after the end of data collection. This quicker „internet facts“ and the reporting will be made possible due to appropriate optimisation of all Using AGOF‘s three-column model, the requisite information is gained performance indicator existing work processes. gradually and then linked together. Electronic means are used to measure unique users identified and study the usage of individual computers (unique clients). The second therein, AGOF has The AGOF Academy offers all kinds of training opportunities with its wide step is the on-site survey, which provides information on the users behind established the de-facto range of courses. As well as the training courses on using the TOP tool for the computers. And the representative sample of the resident German currency for online reach online media planning – at beginner, advanced and professional level – there population questioned in the telephone survey establishes the relationship as the basis for online are various seminars on handling the „internet facts“ data in your daily work between Internet users and the population as a whole. Only by combining planning in the market. and on the basic principles for joining AGOF. All of this is now available all three pillars is it possible to determine data on reach and structure of with a considerably increased training team and more locations: in addition online advertising media and their advertising slots reliably and in detail. to Frankfurt, seminars are now also run in Munich, Hamburg and Berlin. The Here the unique clients are converted to unique users, the data is then seminars are subject to a charge and are open to anyone interested. augmented with supplementary structural and market data before representative weighting is carried out. The current programme of seminars can be downloaded from www.agof. de/akademie. AGOF‘s multi-method approach thus enables the reaches and structures of websites and their advertising slots to be demonstrated and, by linking AGOF‘s analysis and planning program TOP allows market partners to electronically measured data with survey results and by adapting flexibly to access the different survey rounds in „internet facts“ as well as „mobile dynamic changes in the online market, it fulfils all the criteria for a market facts“. Different licensing variants are available to ensure that there are standard. combinations to suit every individual, whatever the actual requirements for media planning. Two users can licence „internet facts“ and „mobile The data from the three columns is eventually combined to form the facts“ as a package, or alternatively, order the „internet facts“ or „mobile „internet facts“ data set known as the analysis data set. This can be counted facts“ data exclusively. Smartphone users can also use the free AGOF app and is available for online media planning under the auspices of the AGOF to access the AGOF data on the move. TOP evaluation and planning tool. Because of adjustments to the studies (including the extension of the basic population) the data from „internet facts Further details and ordering options can be found at www.agof.de/top. 2010-1“ and later can only be compared with subsequent rounds, but not with preceding rounds of statistics. 37 NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS CALCULATING GROSS ADVERTISING EXPENDITURE DEFINITION OF THE SEGMENTS Qualitative features Unlike other data acquisition methods, the OVK‘s online advertising Conventional online advertising includes what are referred to as display Display ads, special instead of crawler statistics do not rely on so-called ‚crawler statistics‘, so that the ads, which are made up of banner, skyscraper, rectangle or wallpaper advertising formats, statistics qualitative properties, in particular, of online advertising campaigns, ads. It also includes all moving image advertising within conventional search engine mar- such as targeting, CPC business or advertising in password-protected online advertising and the integration of advertisers‘ content on online keting and affiliate areas can be illustrated more accurately. The calculation of gross advertising media. Sponsorship, microsites and multimedia content are marketing advertising volume in conventional online advertising is therefore all examples. Charges for advertising are generally based on the Cost based on the online advertising statistics from Nielsen. These in turn Per Lead (CPL). are based on postings from a group of marketers (currently 24) who report on a monthly basis their gross advertising expenditure as Search word marketing refers to search words to which a charge applies. recorded in accounts systems and ad servers. Here, advertisers pay for a specified position to include their link in the display area of popular search engines. The advertiser decides on All the data is evaluated with reference to the applicable price lists the search words and corresponding links. Charges apply based on the and the media performances achieved. This approach enables direct number of clicks (CPC). comparisons to be made with printed adverts in other types of media that are covered by the Nielsen advertising statistics; the printed There are many websites – numbers often run into the hundreds – adverts are likewise evaluated gross. Altogether, around 75% of the with a less impressive reach (so-called affiliates) and on which adverti- conventional online advertising market is covered by the Nielsen sing is included; these are known as affiliate networks. Unlike con- online advertising statistics. To enable a picture to be formed of the ventional online advertising, but in line with search engine marketing, entire online advertising market, this data is extrapolated and the charges are generally levied based on the number of clicks. Charges volume of advertising from other sectors is added in. may also be based on the number of sales achieved as a result of (and definitively attributable to) online advertising. The BVDW calculates turnover figures for search engine marketing and affiliate networks in cooperation with leading providers. Search engine marketing is viewed here in the simplified form of „net equals gross“, since remuneration is calculated on an individual basis dependent on results, and no general gross price lists exist. For the affiliate networks, gross turnover is quoted and includes publisher commission, network charges and agency discounts. IMPRINT / LEGAL INFORMATION 38 OVK Online- Report 2012/02 Place and date of publication Düsseldorf, 12 September 2012 Publisher Bundesverband Digitale Wirtschaft (BVDW) e.V. Berliner Allee 57, 40212 Düsseldorf, Germany Tel. +49 (0)211 600456-0 | Fax +49 (0)211 600456-33 E-mail: [email protected] | Internet: www.bvdw.org Managing Director Tanja Feller President Arndt Groth Vice-Presidents Christoph N. v. Dellingshausen, Matthias Ehrlich, Harald R. Fortmann, Ulrich Kramer, Burkhard Leimbrock Contact Circle of Online Marketers (OVK) in the BVDW Björn Kaspring, Head of Online Marketing/Market Development E-Mail: [email protected] | Internet: www.ovk.de Registration 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 written consent by BVDW or the relevant copyright owner (third party). ISBN number ISBN 978-3-942262-47-7 Published by In co-operation with Bundesverband Digitale Wirtschaft (BVDW) e.V. Berliner Allee 57 | 40212 Düsseldorf | Germany Tel. +49 (0)211 600456-0 | Fax +49 (0)211 600456-33 [email protected] | www.bvdw.org ISBN 978-3-942262-47-7