OVK ONLINE- REPORT 2012/02

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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

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