ovk online- report 2016 / 01

Publisher
In cooperation with
Bundesverband Digitale Wirtschaft (BVDW) e.V.
[German Association for the Digital Economy]
Berliner Allee 57
40212 Düsseldorf
Phone
+49 211 600456-0
Fax
+49 211 600456-33
Email
[email protected]
Internet www.bvdw.org
OVK ONLINEREPORT
2016 / 01
Figures and trends at a glance
the OVK
Results of
y
cker stud
B2B ad blo
TA BL E O F CO N T E N T S
TABLE OF CONTENTS
PREFACE
2
COMPARISON OF ONLINE ADVERTISING
(DISPLAY AND SEARCH MARKETING)
4
MONTHLY DEVELOPMENT OF NET ADVERTISING
INVESTMENTS (ONLINE AND MOBILE)
6
ADVERTISING INVESTMENTS ACCORDING TO INDUSTRY
7
TOP 10 ONLINE ADVERTISING FORMATS
9
TOP 3 ONLINE ADVERTISING FORMATS VIDEO
10
COMPARISON OF MOBILE ADVERTISING
11
MONTHLY DEVELOPMENT OF MOBILE
NET ADVERTISING INVESTMENTS 13
REACH OF THE INTERNET IN GERMANY 14
INTERNET USE IN GERMANY 15
REACH OF THE MARKETERS IN THE OVK 17
UTILIZED OFFERS AND KEY TOPICS 18
INDUSTRY OBSERVATION OF DIGITAL
CUSTOMER POTENTIALS 19
OPEN-MINDEDNESS FOR ADVERTISING
22
FIRST MOVERS
23
OVK B2B AD BLOCKER STUDY
24
THE CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW
28
BUNDESVERBAND DIGITALE WIRTSCHAFT (BVDW) e.V.
30
WORKING GROUP ONLINE RESEARCH (AGOF) e.V.
31
ONLINE MEDIA PLANNING AND MORE WITH THE AGOF
32
REMARKS REGARDING THE AGOF METHOD
33
REMARKS REGARDING THE METHODOLOGICAL
OF THE ADVERTISING STATISTICS OF THE OVK
34
IMPRINT36
1
2
F O REWO RD
F O R E WO R D
DEAR READERS,
Paul Mudter
The digital advertising market is still subject to a very dynamic change. On the
one hand, online and mobile advertising have long become a crucial part in the
media mix in view of the broad Internet use by more than 75% of the German
population. In today’s day and age, cross-digital and/or cross-media campaigns
are a given - especially because the multifaceted digital formats and control
options allow for a contemporary way of addressing customers in the most
diverse scenarios of usage. At the same time, ad blocker business models compromise the digital economy more and more and massively limit the advertising
industry in its range of marketing.
Given this background, digital display advertising (online and mobile) held its
own in 2015 in a challenging market environment. According to the advertising
statistics of the OVK, with a generated volume of EUR 1.68 billion in net advertising investments in digital display advertising (online and mobile) the result of
the previous year was surpassed by EUR 95 million; this represents a growth
rate of 6.0%. With this, the growth forecast of the Circle of Online Marketers
(OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V. was only missed
by 0.5%. Considering that losses in sales of the marketers caused by ad blockers amount to 10 to 20%, it can be assessed as to how much more positive
the overall development of the net volume could have been for digital display
advertising (online and mobile) in 2015. In this report, the results of the B2B ad
blocker study of the OVK will illustrate just how much ad blockers interrupt the
value-added chain in the digital economy.
At the same time, increased educational activities of the OVK or the BVDW
as well as of the publishers and marketers in connection with ad blocking bear
initial fruit. For example, the most recent analysis of the OVK for the fourth
quarter of 2015 has shown that the share of online display advertising that is
blocked on the desktop has remained stable. On the user side, an increased
awareness is developing and it is understood that free content and services on
the Internet are refinanced by advertising in the first place. And while looking
at the top activities of the digital users, it shows that the supply of information
or news - be it international or regional - is among the most central Internet
activities for the vast majority of users and that digital content plays a major
role in their everyday life.
VO RWO RT
Accordingly, the relevance of digital advertising in the communication strategy
of advertisers remains strong - because they want to be where their target
groups are. Especially the growth drivers video and mobile show an unchanged, strong popularity. For example, according to the MAC advertising statistics,
mobile display advertising increased by 53% compared to the previous year and
thus has reached a net volume of EUR 204 million in the meantime.
Given this background, the OVK also assumes continuously increasing net investments in digital display advertising (online and mobile) for 2016. The assumed
growth rate of 6.3% is on the same level as it was the previous year.
With this, the net advertising volume for digital display advertising (online and
mobile) would amount to EUR 1.78 billion this year and reach a new record
high. All in all, the digital advertising market in the meantime has become known
to be a relevant dimension in the overall advertising market and shows a stable
development in view of the multitude of challenges in this marketing business
that is still affected by a high degree of dynamics.
We hope you will enjoy reading the OVK online report 2016/01.
Paul Mudter
President of the Circle of Online Marketers (OVK) in the BVDW
3
4
C O MPARIS O N O F O NLINE ADVERT ISING
COMPARISON OF ONLINE ADVERTISING
For 2015, the net volume
for digital display advertising
(online and mobile)
amounted to a total of
EUR 1.68 billion.
CO M PA R I SO N O F O N L I N E A DV E RT I SI N G
OVK advertising statistics digital display advertising (online and mobile)
2014 - 2015 with outlook for 2016
S OLID DEVELOPMENT OF D I G I TAL
DIS PLAY A DVERTIS ING (ONL I NE AND MO BI L E )
In Mio. Euro
With the underlying methodology, the OVK advertising statistics ensures a valid
depiction of the market conditions and with it helps the market partners to
rank current and future developments. The projected reports of PwC (PricewaterhouseCoopers) serve as the basis for this, displaying the advertising investments in digital display advertising (online and mobile) at net level - and
no longer at the gross level. In addition, the coverage - namely the projection
of the reported net figures on the overall market - is retroactively adjusted to
make for a realistic display of the overall market. Such adjustment is individually
carried out for the channels online as well as mobile and takes into account the
respective market dynamics in both channels.
1,750
1,800
1,782 (+6.3 %)
1,700
1,676 (+6.0 %)
1,650
1,600
1,581
1,550
1,500
1,450
The reliable informative value of the OVK advertising statistics is of special
importance given the rapid digitization and the resulting changes in media planning and campaign control. Digital components have become indispensable for
holistic brand communication or by now even present the central dialog channel
for certain target groups. Added to this is the increasing merging of stationary
and mobile Internet use, making the Internet into an ever-increasing channel
for brand management, further continuing the use of digital display advertising
(online and mobile).
This is also shown when reviewing the past year. According to the OVK advertising statistics, the net advertising volume for digital display advertising (online
and mobile) amounted to EUR 1.68 billion in 2015. With this, the absolute net
advertising investments increased by EUR 95 million compared to the previous
year; this corresponds to a growth of 6.0%. This also means that the predicted
growth rate was undercut by 0.5%, however, in view of the frame conditions
made tighter by ad blocker business models on the digital advertising market,
net investments in digital display advertising (online and mobile) have still shown
a solid further development.
OVK statistics 2014
OVK statistics 2015
OVK outlook 2016
Sources: Circle of Online Marketers (OVK) in the BVDW: OVK report (projection of the net figures reported via PwC for digital display
advertising (online and mobile) on the overall market (including commissions)) // Data for the German market in million EUR, as of
January 2016
Given this background, the OVK also assumes a positive growth rate for 2016.
With the assumed increase of advertising investments in digital display advertising (online and mobile) of 6.3% the net volume would then amount to EUR
1.78 billion. This would present a new record high and an absolute increase of
EUR 106 billion for the current year.
5
6
MO NTHLY DEVELO P MENT O F NET ADVERTISING INVESTMENTS
For 2015, the monthly net
advertising investments in
digital display advertising
(online and mobile)
MONTHLY DEVELOPMENT OF
NET ADVERTISING INVESTMENTS
ONLINE ADVERTISING ACCORDING TO
INDUSTRY
MONTHLY INVESTMENTS CO NS I ST E NT LY E XCE E D T HE
PR EVIOUS Y EA R’S LEVEL
O NL I N E DI S PL AY A DV ERT I S I N G I N C LU DED AC RO S S
AL L I N DU ST RI ES
The level of monthly net advertising investments could continuously be increased
for 2015 compared to the respective months of the previous year, only in May investments were on the level of the previous year. This once again underscores the
growing relevance of digital display advertising (online and mobile).
The ranking of the top 10 advertising investments in online advertising according to industry sectors is compiled on the basis of Nielsen data because such
data is not given in this level of granularity in the PwC report. The depicted
absolute investments are thus gross figures.
At the same time, net advertising investments - as it was the case in 2014 - exceeded the EUR 100 million threshold in every month of the year. The months of
March, June and September were particularly strong with more than EUR 140
million as well as the month of October with EUR 159.9 million. But especially the
investments in November and December with EUR net 183.9 million and EUR
net 189.0 million present new record highs. At the same time, this is also proven
by the unchanged, strong digital advertising activities in the fourth quarter, having
represented for years the high point for digital advertising investments thanks to
the Christmas shopping season taking place in it.
For the top 10 industry sectors for online display advertising in 2015 the area of
miscellaneous advertising - including non-profit organizations as well as corporate advertising - an area in which a total of EUR gross 632 million are spent for
online display advertising, is ranked number 1. Ranked second is the commercial
area with a total of EUR gross 392 million. At the same time, retail with a plus of
EUR 82 million compared to the previous year also shows the highest growth
for advertising investments. Ranked third and fourth are the automotive sector
(EUR 366 million) and the service industry (EUR 279 million), which at the same
time has also the second-highest absolute growth in advertising investments
with a plus of EUR 33 million. The financial sector spent EUR 252 million for
online advertising in the previous year and thus is ranked fifth. The sectors of
telecommunications, media, food and personal hygiene are also beyond the EUR
100 million threshold with their gross investments. The tourism sector completes the top 10 ranking.
again exceeded the
EUR 100 million threshold
in every month and
reached a new record high
beyond EUR 180 million at
year’s end.
189.0
165.0
152.2
159.9
143.5
147.0
107.6
115.6
110.4
113.2
135.8
141.7
135.3
134.7
125.3
130.4
112.3
113.7
101.9
105.0
120
129.5
142.2
180
162.7
183.9
In Mio. Euro
200
140
100
80
60
40
20
0
For the majority of top
10 sectors the gross
advertising investments in
online advertising in 2015
for the media mix were in
Monthly development of net advertising investments in digital display advertising
(online and mobile)
160
7
O N L I N E A DV E RT I SI N G ACCO R D I N G TO I N D UST RY
Jan.
Feb.
March
April
May
June
July
Aug.
Sep.
Oct.
Nov.
2014 101.9
112,3
129.5
125.3
135.3
135.8
110.4
107.6
143.5
152.2
162.7
165.0 Mio. Euro
2015 105.0
113.7
142.2
130.4
134.7
141.7
113.2
115.6
147.0
159.9
183.9
189.0 Mio. Euro
Dec.
Sources: Circle of Online Marketers (OVK) in the BVDW: OVK report (projection of the net figures reported via PwC for digital
display advertising (online and mobile) on the overall market (including commissions)) // Data for the German market in million EUR,
as of January 2016
By now, online advertising has become an integral part in the media mix for all
sectors, however, online commitment still varies considerably. Here, the frontrunner is also the area of miscellaneous advertising: With 42%, more than 4
of 10 euros are spent on classic online advertising in this area. It follows the
financial sector with its online share in the media mix of 20.2% representing
one-fifth. Also in the automotive sector (16.0%), in the tourism sector (14%), in
the service industry and the telecommunications sector (11% each) as well as
in the commercial sector (10%) the share of online advertising in the media mix
has already reached the double-digit percent range. Only for three of the top 10
sectors - namely food, personal hygiene and media - the advertising investments
in online advertising are still in the single-digit range.
the prorated doubledigit percentage range.
8
O NLINE ADVERTIS ING AC C O RDING TO INDUSTRY
A look back on the previous year shows the increasing digitization of advertising
activities in many sectors - with one exception all top-ranked stakeholders in
online display advertising are also top investors when it comes to mobile display
advertising. This can be seen as a clear indication that digital communication is
used as a natural component by all industry sectors in their communication and
marketing strategies. The investments of advertisers thus follow the media use
of consumers in a sector-spanning fashion and become also increasingly digital.
Top 10 advertising investments in online display advertising according to industries (gross)
Data in % share in the
online media mix
0 %
10 %
20 %
30 %
40 %
50 %
632
Misc. advertising
42 %
Commercial
310
10 %
Automotive market
Services
246
11 %
3 %
124
104
6 %
115
125
6 %
90
94
Food
Body care
Tourism
In million
0
100
2014
T HE A D B U N DL E I S T H E FRO N T RU N N ER O F
O NL I N E DI S PL AY A DV ERT I S I N G FO RM ATS ACCO RDI N G
TO G RO S S SA L ES
The gross advertising investments are also the basis for the ranking of the top
10 online display advertising formats of 2015. With EUR 472 million, the highest
investments in the past year were attributable to the ad bundle - a combination
booking of three formats of the Universal Ad Package. Ranked second is the
pre-roll with EUR 379 million. The video format with a plus of EUR 95 million
at the same time shows the highest absolute growth among the top 10 formats.
Ranked third is the wallpaper with EUR 312 million, followed by the billboard
ad. It has the second-highest absolute growth and with the additional EUR 52
million it now unites EUR 309 million in gross advertising investments. The medium rectangle with the third-largest plus is ranked fifth and amounts to EUR
193 million. The formats of the second half of the ranking also consistently show
a positive development when it comes to gross advertising investments
The highest absolute
growths for gross
advertising investments are
recorded for pre-roll and
billboard ads - video and large-sized advertising formats
thus remain popular
in an unchanged fashion.
Top 10 of online display advertising formats (gross)
472
Ad bundle
pre-roll
14 %
200
2015
TOP 10 ONLINE ADVERTISING FORMATS
20 %
172
179
11 %
154
160
Telecommunications
Media
392
279
252
244
Finances
686
686
366
385
16 %
9
TO P 1 0 O N L I N E A DV E RT I SI N G FO R M AT S
300
400
500
600
700
Data in % share in the online media mix in the 1st quarter of 2015
Source: The Nielsen Company (online advertising, as of February 2016); data for the German market in million EUR
276
wallpaper
312
billboard ad
309
257
medium rectangle
193
172
skyscraper
176
195
390
108
103
rectangle
98
92
half-page ad
72
62
mid-roll
site bar
In million Euro
507
379
40
0
59
100
2014
200
300
400
500
2015
Source: The Nielsen Company (online advertising, as of February 2016); data for the German market in million EUR
600
10
DEVELO P MENT O F THE O NLINE ADVERTISING FORMATS
DEVELOPMENT OF THE
ONLINEADVERTISING FORMATS
COMPARISON OF MOBILE ADVERTISING
MO BIL E DI S P L AY M A RK ET WI T H U N C H A N G ED DYN A M I C
G ROWT H
ONLINE VIDEO A DVERTIS IN G I S BO O MI NG I N AN
UNCH A NGED FA S H ION
Pre-roll, mid-roll and post-roll are the top three online advertising formats in
the area of online video display. In principle, the continuous growths spanning
all three video formats show that their multimedia options are used more and
more by advertisers for campaigns on the Internet. The playout of spots prior
to the actual video content continues to be most popular with the advertisers:
In 2015, the pre-roll with EUR 379 million again registered the largest share in
the gross advertising investments. In doing so, this format has generated a plus
of 56.5% or EUR 134 million since 2013.
The positive development
of gross investments in
video formats continues,
whereas the pre-roll was
used the most in 2015
For the mid-roll, the gross investments increased by 33% in the past three years
and now amount to EUR 72 million. A comparable development is evident - even
if at a lower level - for the post-roll, recording EUR gross 10 million in the past
year, which corresponds to a growth of 42.8% since 2013.
Top 3 of the online advertising formats in the area of online display video (gross)
379
276
Pre-roll
237
72
62
mid-roll
54
10
post-roll
8
7
million EUR
0
100
2013
2014
200
300
11
CO M PA R I SO N O F M O BI L E A DV E RT I SI N G
400
2015
Quelle: The Nielsen Company (Online-Werbung, Datenstand Februar 2016); Angaben für den deutschen Markt in Mio. Euro
The MAC advertising statistics for mobile display advertising is also based on
the projected PwC reports and thus represents the net advertising investments.
In addition, a retroactive adjustment of the coverage was also carried out in this
case in order to ensure a realistic depiction of the market figures.
Mobile advertising continues to enjoy high demand - display advertising on mobile end devices increased by 53% in 2015 compared to the previous year. This
even exceeded the original forecast of the mobile advertising circle(MAC) of the
OVK in the BVDW by 3% and is 1% above the growth rate of 2014. All in all, in
the past year, total sales in the amount of EUR net 204 million were generated
with mobile display advertising on the German market, EUR 50 million more
than in 2014. Looking at the timeframe of 2013-2015, absolute growth in the
past two years amounts to EUR net 116 million.
The stable development of the net investments in mobile display advertising
and the solid double-digit growth rate underscore the large growth potential of
mobile advertising. By now, it has become an integral part of the media mix, and
almost every cross-digital campaign now has a mobile component.Thanks to the
unbeatable proximity to the consumer, mobile advertising allows for a dialog
with the target group that is unique in its form, since campaigns that are specific
to locality and situation are able to cater directly to the individual scenario of
usage of the user. This way, an important push function falls upon the mobile
channel, and the targeted use of data and individual targeting as well as the use
of typical smartphone functionalities support a sustained campaign. The multitude of mobile advertising has increased enormously in the past years, and the
cross-channel playout of advertising formats to cover all relevant touchpoints,
independent of devices, becomes more and more important.
With EUR 204 million in
net sales in 2015 a new
record level was reached
for mobile advertising
12
MONTH LY D E V E L O PM E N T O F M O BI L E N E T A DV E RT I SI N G I N V E ST M E N T S
Given the very high overlap between online and mobile campaigns - the trend is
clearly cross-digital - the MAC has decided to opt-out of a separate forecast for
the development of mobile display advertising and, starting this year, to exclusively depict the digital advertising market in its current and future development
via the OVK advertising statistics for digital display advertising (online and mobile). This takes into account the rapid digitization and ensures a contemporary
depiction of the market conditions.
MONTHLY DEVELOPMENT OF MOBILE NET
ADVERTISING INVESTMENTS
MAC advertising statistics mobile display advertising 2013 – 2015
In million EUR
250
204 (+53 %)
200
150
100
13
C O MPARIS O N O F MO BILE ADVERT ISING
134 (+52 %)
MO NT H LY I N V EST M EN TS I N M O B I L E DI S PL AY
ADV E RT I S I N G I N C REA S E AT A H I G H L EV EL
The monthly net advertising investments in mobile display advertising were consistently in the double-digit million range for the first time in 2015 and thus
significantly exceeded the value of the previous year. The fourth quarter was
particularly prominent - in it, every month a new record high beyond the EUR
20 million threshold was reached. With this, the monthly net advertising investments in mobile display advertising in the fourth quarter were almost twice as
high as in the first quarter - this not only shows the high degree of relevance of
mobile advertising during the Christmas holiday shopping season but together
with the extremely dynamic development of the net advertising investments
during the course of the year also serves as proof for the ever-increasing use
of mobile advertising.
For 2015, the monthly
net advertising investments
in mobile display advertising
were consistently in the
double-digit million range
for the first time and also
exceeded the EUR 20 million threshold every month
in the fourth quarter.
88
Monthly development of net advertising investments in mobile display advertising
50
In million EUR
16.6
15.4
12.5
10.3
13.2
14.7
17.1
12.6
15.6
11.3
10.6
8.8
10
9.5
11.9
15
15.4
15.6
20
13.6
19.6
20.1
25
7.0
Sources: OVK report (projection of the net figures reported via PwC for mobile display advertising on the overall market (including
commissions)) // Data for the German market in million EUR, as of January 2016
25.1
MAC statistik 2015
10.0
MAC statistik 2014
5.9
MAC statistik 2013
26.1
30
0
5
0
Jan.
Feb.
March
April
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
2014
5.9
7.,0
8.8
9.5
11.3
12.6
10.6
10.3
13.6
12.5
15.4
16.6
2015
10.0
11.9
15.6
15.4
15.6
17.1
13.2
14.7
19.6
20.1
25.1
26.1
Sources: OVK report (projection of the net figures reported via PwC for mobile display advertising on the overall market
(including commissions)) // Data for the German market in million EUR, as of January 2016
14
REAC H O F THE INTERNET IN GERMANY
52.86 million people
14 years of age or older
are users of stationary
and / or mobile offers.
REACH OF THE INTERNET IN GERMANY
INTERNET USE IN GERMANY
MOR E THA N 75% OF GER M ANS AG E D 1 4 AND ABOV E
A R E ONLINE
STAT I O N A RY A N D M O B I L E U S E O RI EN TAT I O N
ACCO RDI N G TO AG E G RO U P S
The total population aged 14 and older comprises 69.24 million people. Of
these 69.24 a total of 76.3% (52.86 million) have used the Internet during the
three-month survey percent and have used stationary and/or mobile offers. The
additional differentiation shows that 51.71 million people (74.7%) are among
the users of stationary offers, while the user of mobile offers amount to 37.81
million people (54.6%). Without the overlap, this results in 36.66 million people
who use stationary and mobile offers; this amounts to 52.9% of the population.
This underlines the increasing merging of stationary and mobile Internet use.
By now, digitization has reached all generations, but stationary and mobile offers are still not used by all in the same fashion. A closer examination of the
different age groups does show certain differences: While 88.9% of teens and
twentysomethings as classic representatives of the digital natives use mobile
AND stationary offers, 50.1% of silver surfers older than 50 only use stationary
offers; here, digital users only amount to 48.3%. In the age group from 30 to 49
years of age, already three-fourth of all participants use stationary AND mobile
offers in an equal fashion, however, approximately one-fifth (22.8%) is still solely
focused on stationary offers alone - still almost three times as many as in the
age group from 14 to 29 years of age.
And then there are people who exclusively use stationary or mobile offers: This
includes 15.05 or 1.15 million people. Especially the older generation predominantly prefers stationary offers, while mobile access is still not as widespread this is also depicted by the chart on the following page.
Digitale users in Germany
The total population aged 14 and older comprises 69.24 million people
Total population aged
14 and older: 69.24 million
37.81 million users
of mobile offers, of
those only mobile
offers 1.15 million
15
I N T E R N E T USE I N G E R M A N Y
Users of
stationary and / or
mobile offers
52.86 million.
The younger age groups
use both stationary and
mobile offers in an equal
fashion, while the older
users are still rooted more
in the exclusive use of
stationary offers.
Vice versa, the percentage of users exclusively using mobile offers with 3.2% is
twice as high in the age group from 14 to 29 years of age than for participants
aged 50 or older - this is certainly also due to the fact that especially young
people rarely put down their smartphones.
Overlap according to age groups, users of stationary and/or mobile offers
51.71 million users
of stationary offers, of
those only stationary
offers 15.05 million
14 – 29 Years
7.8
30 – 49 Years
Users of stationary
and mobile offers
36.66 million
In Percent
How to read: The total population aged 14 and older comprises 69.24 million people. Of those a total of 76.6% (52.86 million) have
used the Internet during the three-month survey period. /// 115,236 cases (German-speaking resident population in Germany aged 14
and older) / Target groups: Users of stationary and/or mobile offers (past three months) n=103,513 cases; users of stationary offers
(past three months) n=101,645 cases; users of mobile offers (past three months) n=74,516 cases /// Source: AGOF e.V. / digital facts
2015-10 /// Data for the German market
22.8
50 + Years
3.2
88.9
50.1
0
1.9
75.3
25
Only stationary offers
48.3
50
mobile and stationary offers
75
1.6
100
only mobile offers
How to read: 88.9 % of the Internet users aged 14 to 29 use mobile and stationary offers; 48.3% of users aged 50 and older use mobile
and stationary offers. /// Basis: 103,513 cases (users of stationary and/or mobile offers, past three months) / in percent /// Source: AGOF
e.V. / digital facts 2015-10 /// Data for the German market
16
INTERNET U S E IN GERMANY
Measured by the use of
stationary and mobile
offers the online penetration is almost completely
reached for the age group
from 14 to 29 years of age
while such penetration
still shows potential for
INTERNET USE IN GERMANY
REACH OF THE MARKETERS IN THE OVK
ONLINE PENETR ATION BY AG E F O R U S E RS O F
STATIONA RY OR MOBILE O F F E RS
D I G I TA L REAC H O F T H E M A RK ET ERS I N T H E OV K
The Internet has established itself as a mass medium, and more and more people
feel at home in the stationary as well as in the mobile world. Especially for young
people up to age 39 the Internet is an internet part of everyday life: More than
90% of them use stationary offers, more than 80% use mobile offers. Also in the
age group from 40 to 49 years of age, 90% can be attributed to stationary offers
and almost two-thirds can be found on the mobile Internet. Among the 50- to
59-year-olds, more than three-fourth are reached by stationary offers and more
than 50% are reached by mobile offers.
The digital facts shows the net reach of the marketers united in the AGOF. The
above-mentioned table shows the net reach of the marketers organized in the
OVK on the basis of media offers collected in the Internet facts 2015-10. The
net reach of the marketers although does not always contain the total portfolio
of the marketer.
50 or older.
For the older generation, digitization is somewhat slower: 40.9% of people aged
60 or older have already found their way to stationary offers, however, with only
14.5% they are still reluctant when it comes to using mobile offers - that is to
say: Here, there is still potential for growth.
Online penetration according to age groups
100
6.0
5.2
5.5
94.0
94.8
94.5
80
9.7
mobile offers
21.0
59.1
9.2
90.8
90.3
10.3
17.6
35.2
85.5
89.7
82.4
79.0
64.8
60
50.9
40
40.9
20
14.5
0
14-19
20-29
30-39
stationary Nutzer
40-49
50-59 60+Years
no stationary use
14-19
20-29
mobile users
30-39
40-49
50-59 60+Years
no mobile use
How to read: 94.0% of persons aged 14 to 29 are among the users of stationary offers. /// Basis: 115,236 cases (German-speaking
resident population in Germany aged 14 and older) / in percent // in percent /// Source: AGOF e.V. / digital facts 2015-10 /// Data
for the German marke
of 56 marketers for 785
total digital offers and
6,021 placement units.
Reach in %,
according to Internet users,
Net reach in million
past three months
unique users
BAUER ADVERTISING
19.2
10.16
eBay Advertising Group Deutschland
48.2
25.48
ForwardAdGroup
65.334.54
G+J e|MS 53.0
28.02
8.9
4.70
73.4
38.78
IP Deutschland 54.4
28.77
iq digital
40.7
21.52
MAIRDUMONT MEDIA
17.9
9.46
Media Impact
68.336.09
Marketers
InteractiveMedia CCSP 49.1
contains data of a total
Average month August – October 2015
HiMedia Deutschland Stationary offers
The digital facts 2015-10
Alphabetical ranking OVK marketers in the average month
development in the mobile
area for people aged
17
R E ACH O F T H E M A R K E T E R S I N T H E OV K
netpoint media 20.8
OMS
56.329.77
10.99
SevenOne Media 64.8
34.25
SPIEGEL QC
37.2
19.66
Unister Media 14.6
7.71
United Internet Media 68.8
36.39
Data in million unique users and percent for an average month in the survey timeframe August until October 2015 /// Basis: 103,513
cases (users aged 14 and older of stationary and/or mobile offers, past three months) /// Source: AGOF e.V. / digital facts 2015-10
/// Data for the German market
18
U TILIZ ED O F F ERS AND KEY TO P ICS
UTILIZED OFFERS AND KEY TOPICS
VA R IETY OF ACTIVITIES O N T HE I NT E R NE T E MP HAS I Z E S
DIGITIZATION OF EVERYDAY L I F E
In line with the digital
facts a total of 27 topics or
key aspects are polled for
Internet use.
INDUSTRY OBSERVATION OF DIGITAL
CUSTOMER POTENTIALS
D I G I TA L C U STO M ER P OT EN T I A L S FO R DEFI N ED S EC TO RS
The natural access to the Internet for almost all of life’s situations is also reflected in the Internet activities of the digital users. Here, information and communication take on a central role: With 92.8% and 84.7%, the use of search
engines and the sending and receiving of emails represent the most important
applications. More than two-thirds of Internet users visit weather services frequently or occasionally, make online purchases or read the news to see what
is going on in the world. Reading regional or local news, online banking, visiting
social networks, watching videos and movies as well as the use of offers having
to do with eating, drinking and enjoying complete the top 10 activities of users
of stationary and mobile offers.
While the online potentials as a result of the almost complete establishment
of the online channel in the population are on a relatively stable level, mobile
potentials have increased significantly in parallel to the rapid increase of mobile
Internet use and consistently exceed the online potentials when it comes to
percentage, even if they are still below them in absolute terms.
Here, the preferences of use vary depending on the age of the user. Users 14
to 29 years of age use offers of the areas communication and entertainment on
an above-average basis. Users aged 30 to 49 represent the largest percentage of
users in the areas of family and children, job boards and online banking. The age
group of 50 and older use areas such as sports, test results and weather services
on an above-average basis.
74.2
79.3
69.2
73.2
68.7
71.7
68.7
71.7
68.3
70.0
Internet users in %
Online potential
mobile potential
Entertainment
Fashion and shoes
Travel and tourism
Perfume and cosmetics
FMCG: food and beverages
92.8
Send and receive private emails
84.7
Weather
69.8
Online shopping
67.8
51.3
58.3
50.7
54.8
Consumer electronics
46.3
48.7
46.2
47.8
Furniture and living
Health
Sports and fitness
35.4
40.0
31.5
33.7
28.1
29.7
28.0
32.2
Toys and baby products
26.2
29.1
World news
67.7
Computer
Regional or local news
60.7
Automotive
Online banking
55.3
Insurances
Social networks
52.6
Watching of videos and movies
44.7
Eating, drinking and enjoyment
37.7
16.9
17.5
Finances
25
50
75
100
in percent
How to read: 92.8 % of users of stationary and/or mobile offers of the past three months aged 14 or older use search engines at
least sometimes. /// Basis: 103,513 cases (users of stationary and/or mobile offers, past three months) / „Do you use these topics and
offers often, sometimes, rarely or never?“ / Depiction of the top 10 of a total of 27 topics / in percent /// Source: AGOF e.V. / digital facts
2015-10 /// Data for the German market stationary offers as well as
among the users of mobile
offers promising customer
potentials for various
industries can be found.
Stationary mobile
55.4
55.6
Telecommunications
Search engines
Among the users of
Online and mobile sector potentials: product interest, basis: persons aged 14 and older / users of stationary offers: 51.71 million UU or users of mobile offers: 37.81 million UU
Books
Utilized topics – top 10
0
19
I N D UST RY O BSE RVAT I O N O F D I G I TA L CUSTO M E R POT E N T I A L S
0
10
20
30
40
50
60
70
80
90
38.36
29.96
35.77
27.67
35.54
27.12
35.53
27.12
35.33
26.47
28.66
21.03
26.54
22.06
26.20
20.70
23.94
18.42
23.90
18.09
18.32
15.10
16.26
12.73
14.55
11.23
14.49
12.19
13.57
11.02
8.73
6.61
100 % Unique User in Mio.
How to read: 74.2% of users of stationary offers aged 14 and older, namely 38.36 million unique users, are interested in the products of
the entertainment sector. /// Basis: 101,645 cases (users of stationary offers, past three months) or 74,516 cases (users of mobile offers,
past three months) / / „In which of the following products are you (very) interested?“ /// in percent and million unique users /// Source:
AGOF e.V. / digital facts 2015-10 /// Data for the German market
20
INDU S TRY O BS ERVATIO N O F DIGI TAL CUSTOMER POTENTIALS
Digital information
sources play an important
role in the orientation and
decision-making phase.
Given the growing digitization of the living environment of consumers a further
harmonization of the online and mobile potentials can be expected for the future. The use of stationary and mobile offers has become natural for consumers,
and the boundaries between online and mobile offers are increasingly blurred
because consumers simply choose the access that best fits their scenario of
usage in view of the multitude of devices at their disposal (stationary computer,
laptop, tablet, smartphone).
Online-Potenziale
Mobile-Potenziale
81.0
84.7
77.1
84.0
Entertainment
66.8
59.2
Telecommunications
73.1
68.4
58.5
61.6
56.7
61.4
50.4
55.6
Books
Furniture and living
Consumer electronics
45.6
51.6
Perfume and cosmetics
44.6
47.1
44.6
49.2
43.1
48.2
41.5
46.2
38.1
44.1
Health
Automotive
Computer
Toys and baby products
Sports and fitness
28.6
32.0
26.5
29.2
FMCG: food and beverages
Insurances
20.1
21.7
Finances
0
10
20
30
40
50
60
70
The diverse return
channel abilities of online
and mobile offers allow for
tailored communication
that fits the respective
scenario of usage.
Stationär Mobile
Travel and tourism
Fashion and shoes
Given the comprehensive digitization of living situations, a cross-digital campaign
in online and mobile channels today is crucial for brand management, image
cultivation, the triggering of the consumer’s decision to make purchases as well
as customer acquisition and retention - this applies to all industry sectors in an
equal fashion. With this, the companies are able to incorporate themselves in
the relevant set of consumers while taking into account the respective scenario
and frame of usage.
The basis for the AGOF sector analyses depicted in this report are the unique
users (UU) aged 14 and above of the previous three months of the digital facts
2015-10. The AGOF facts & figures are currently available for 16 industry sectors and are published regularly. The publications are available as a free download at www.agof.de/branchenberichte-facts-figures/
Online- und Mobile-Branchenpotenziale: Informationssuche im Internet
Basis: Personen ab 14 Jahren / Nutzer stationärer Angebote: 51,71 Mio. UU
bzw. Nutzer mobiler Angebote: 37,81 Mio. UU
Internetnutzer in %
21
I N D UST RY O BSE RVAT I O N O F D I G I TA L CUSTO M E R POT E N T I A L S
80
90
41.88
32.03
39.88
31.76
34.56
27.65
30.60
25.85
30.27
23.30
29.31
Products reviewed in line with the respective sector analysis are composed as follows:
Automotive used cars, new cars, rental cars
Books books
Computer
omputer hardware or accessories, computer software without games
23.21
Entertainment
computer and video games, tickets, movies/series on DVDs / Bluray format, music CDs,
music / movie / series download from the Internet, subject to a fee
26.07
21.00
Finances
financial investments, shares, bonds, funds; loans
23.58
19.52
FMCG food & beverages beverages without alcohol, beer, other alcoholic beverages and spirits,
frozen foods and convenience foods, dairy products, sweets and salty snacks
23.04
17.82
23.04
18.60
22.28
18.22
21.48
17.47
19.71
16.67
14.78
12.08
13.72
11.02
10.42
8,21
100 % Unique User in Mio.
How to read: 81.0% of users of stationary offers aged 14 and older, namely 41.88 million unique users, have searched for information
regarding products of the tourism industry on the Internet. /// Basis: 101,645 cases (users of stationary offers, past three months) or
74,516 cases (users of mobile offers, past three months) /// „For which of the following products have you searched for information
on the Internet?“ /// in percent and million unique users /// Sources: AGOF e.V. / digital facts 2015-10 /// Data for the German market
Health
health products or drugs, wellness products
Fashion and shoes
women‘s or men‘s apparel, shoes
Furniture and living
furniture or items to furnish an apartment, large domestic appliances such as fridge, washer, stove
Perfume and cosmetics
cosmetics for women/men, perfume for women/men, personal hygiene products, hair products,
dental hygiene products
Travel and tourism
train tickets, plane tickets, hotels, rental cars, vacation travel, last-minute trips
Toys and baby products toys, baby products
Sports and fitness
sporting goods, sports equipment
Telecommunications
mobile phones or smartphones, landline phones or fax machines, mobile phone tariffs/contracts,
offers for telephone, TV and Internet from one provider, DSL or other broadband Internet connection
Consumer electronics
flat screen TV, DVD or Bluray player / recorder or hard drive recorder, home movie theater / surround sound equipment, digital photo cameras, GPS systems
Insurances
health insurance, life insurance and old-age insurance as private retirement provisions,
other insurances such as for example car insurance, homeowner‘s insurance or liability insuranc
S
22
O P EN- MINDEDNES S F O R ADVERTISING
23
FI R ST M OV E R S
O
OPEN-MINDEDNESS FOR ADVERTISING
The combination of
advertising affinity, brand
awareness and being
somewhat of a
spokesperson makes
digital users valuable
multipliers.
A
FIRST MOVERS
[
p
b
DIGITA L US ERS A R E OPEN- MI ND E D W HE N I T CO ME S
TO A DVERTIS ING
D I G I TA L U S ERS A RE FI RST M OV ERS I N N EW
T E CH N O LO G I ES
Digital users are receptive for advertising messages despite the growing information overload: More than 4 of 10 users of stationary and/or mobile offers
aged 14 and older (43.6%, 23.06 million users) found out about interesting products or new ideas by way of advertising. Here, especially women and users
between the ages of 14 and 49 are open-minded above average. Men are slightly
below the level of all digital users, and users aged 50 or older are the least
receptive when it comes to advertising.
Innovative technologies are of great interest to users of stationary and/or mobile offers. Almost one-fourth of them (24.1%) are usually among the first ones
in their environment to try new technologies - this corresponds to a first-mover potential of 12.72 million people. Men and users aged 14 to 29 stand out
in particular, certainly also as a result for their above-average preference for
products that serve as status symbols. This way, these digital users are also especially receptive for product innovations since they have no reservations towards
new technologies and since they like to be seen as trailblazers in their circle of
friends: An ideal prerequisite for digital campaigns in connection with technical
product launches - be it for products in the telecommunications sector, computer products, consumer electronics or new automotive features.
In addition, the digital users show a distinctive brand awareness and quality
consciousness, often coupled with the role of spokesperson or opinion leader
- almost one-third of all users indicates to take on that role in discussions on a
regular basis. This combination makes digital users valuable multipliers for brand
owners and underscores the importance of digital communication while addressing consumers in an appropriate, contemporary manner.
When trying new
technologies, digital users
like to lead the way.
O
n
c
t
t
o
i
F
m
t
a
r
h
G
Open-mindedness towards online advertising
First movers for new technologies
„Through advertising I have in many cases discovered interesting products or new ideas.“
„Among my friends I am often one of the first ones to try new technologies.“
43.6 %
Users of stationary and /
or mobile offers
24.1 %
Men
41.8 %
Men
31.5 %
Women
45.6 %
Women
16.0 %
14 bis 29 Years
48.7 %
14 bis 29 Years
31.8 %
30 bis 49 Years
46.3 %
30 bis 49 Years
22.1 %
50 Years and older
36.9 %
50 Years and older
20.5 %
Users of stationary and /
or mobile offers
0
10
20
30
40
50
How to read: 43.6 % of all users of stationary and/or mobile offers aged 14 and older have in many cases discovered interesting
products or new ideas by way of advertising. /// Basis: 103,513 cases (users of stationary and/or mobile offers, past three months) /
Depiction of the top-two box: applies completely or applies predominantly. / in percent /// Source: AGOF e.V / digital facts 2015-10 ///
Data for the German market
0
10
L
K
[
n
c
20
30
40
How to read: 24.1% of all users of stationary and/or mobile offers aged 14 and older are among their friends often one of the first
ones to try new technologies. /// Basis: 103,513 cases (users of stationary and/or mobile offers, past three months) / Depiction of
the top-two box: applies completely or applies predominantly. / in percent /// Source: AGOF e.V / digital facts 2015-10 /// Data for
the German market
I
n
n
f
c
1
t
v
o
E
a
24
OVK B2B AD BLO C KER S TU DY
On the basis of a market
mood survey of relevant
market participants the
B2B ad blocker study of
the OVK highlights the
damage done by
ad blocking for companies
OVK B2B AD BLOCKER STUDY
LO CA L I Z AT I O N O F A D B LO C K ERS I N T H E O N L I N E
ADV ERT I S I N G M A RK ET
A D BLOCKING A ND THE EFF E CTS O N T HE
DIGITA L MA R KET
In principle, the study shows that ad blockers - especially those that are financed
via contributions of companies of the online advertising sector - are not seen
as legitimate because they massively curtail the design and financing freedom of
other market participants. Already today, according to one of the central results
of the survey, the use of ad blockers leads to a loss in sales of 10 to 20% for publishers and marketers. More than half of the respondents thus see in it a threat
to job creation. At the same time, as a result of the prevalence of ad blockers,
experts expect an increase of paid-content models for obtaining content from
the Internet.
Online advertising revenue is an integral part of the financing of digital business
models and an important driver of the digital economy. Accordingly, there currently is a large degree of uncertainty in the advertising market regarding the
current damage German companies experience due to ad blocking. For this
reason, the Circle of Online Marketers (OVK) in the BVDW commissioned the
consulting firm PricewaterhouseCoopers (PwC) to conduct a study in order to
make the impact more transparent.
in Germany.
For the B2B study PwC interviewed 20 experts from the digital industry by means of qualitative individual 45-minute interviews from September until October
2015 regarding the reasons and impacts of ad blocker usage and the assessment
of the economic and societal damage of ad blocking. In order to represent all
facets of the digital ecosystem, the participants included publishers, marketers,
media agencies, technology providers and advertisers.
Online advertising revenue is important driver of digital economy
Ad blockers interrupt the
value-added chain in the
digital economy - with
substantial negative impact
as shown by the current
expert survey conducted
by PwC on behalf of
the OVK.
Especially ad blocker business models that are often financed by “whitelisting”
and “acceptable ads” are not only seen as a contradiction to the interests of
consumers but also as not legitimate as well as competition-distorting. Respondents see this especially as a threat to the journalistic variety, affecting the monetization possibilities of digital business models. 90% of the experts think that
ad blocking has a negative economic impact on the online advertising market;
the majority sees a negative impact on the entire digital market, not least because also the advertising industry is massively restricted in its range of marketing.
The impact of ad blocker business models on the digital economy
Die Geschäftsmodelle von Adblockern umfassen „Whitelisting“ und „Acceptable Ads“.
Online advertising in the digital ecosystem
Technologies for online advertising
Data management platforms
agency trading desks
digital media exchanges
Demand-/sell-side platforms
creative optimization
ad/web servers
Business intelligence solutions
rich media
The value creation chain is interrupted by ad blockers.
Many of the experts call this practice „modern-day waylaying“ or „highway robbery“
Advertiser
Value creation chain online marketing
Advertiser
25
OV K B2 B A D BL O CK E R ST UDY
Æ media agency Æ marketer Æ publisher
Æ media agency Æ marketer Æ
Acceptable ads of companies that are on the
whitelist are not blocked if the user does not disable
the whitelist.
ad blocker
publisher
whitelist,
acceptable ads
Additional digital business areas
Digital media offers
(such as music and vide portals)
*Source: Metrigo und wywy2013
E-commerce
social media
Global, digital companies
(such as Google, Apple)
comparison portals
Source: OVK B2B ad blocker study: ad blocking and the impact on the digital market, October 2015
”The offer of‚ whitelisting‘ corresponds
to waylaying of medieval times and is
not legitimate.“
(Publisher)
”I do not consider ad blockers to be the right
instance to be the guardian and / or judge of
what is acceptable advertising.“
(Media agency
Source: OVK B2B ad blocker study: ad blocking and the impact on the digital market, October 2015 / Asked questions: What do you
think about ad blocking? What is your opinion on the offer of ‚whitelisting‘ by ‚Adblock Plus‘?
26
OVK B2B AD BLO C KER S TU DY
R EA S ONS FOR TH E US E OF AD BLO CK E RS AND
THEIR IMPACT
Disruptive advertising is
identified as the main
cause of ad blocking - add
to it factors such as low
The respondents of the study think certain website categories to be especially
affected by ad blocking - this includes IT and technophilic websites for mostly
young target groups, gaming sites as well as partly journalistic offers and social
media or video portals and streaming sites.
P O S S I B L E S O LU T I O N S
In general, the respondents show an understanding for the fact that ad blockers are implemented for a significant interference of the user experience.
At the same time, the experts deny providers of ad blockers the ability to be
the right instance and an independent third party to determine “acceptable
advertising.”
quality and creativity of
advertising, invasive
retargeting and sensitivity
in regard to the
digital privacy.
27
OV K B2 B A D BL O CK E R ST UDY
The interviewed experts
see ad blockers not as
the right instance for
“acceptable advertising,”
but the consumer has to
be in the center of the any
Asked for the causes of ad blocking, the digital expert are self-critical: Besides
low quality and creativity of advertising, a lack of sensitivity regarding the protection of digital privacy and intrusive retargeting they mostly see disruptive
digital advertising - e.g. in the form of and especially large number of advertising
media and/or intrusive advertising media on a website - to be the main cause
for the use of ad blocking. From their point of view, especially the concentrated
form of advertising as a flashing mass is the problem while well-made formats
with a commercial value or entertainment factor will definitely reach the user.
In total, two-thirds of the described analyses of ad blocking are seen as (very) significant by the experts.There are differing opinions however when it comes to compensation via online alternatives and the shift in competition.What has to be highlighted is the consistently joint perception of a threat to the journalistic diversity
caused by the use of ad blocking. In addition, some participants emphasized the reduced variety of offers on the online advertising market. Furthermore, the experts
fear that with the introduction of ad blockers on mobile end devices the required
change of stationary to mobile business models on the Internet could be impeded.
Expert assessment regarding the impact of ad blocking
Overall assessment
(of all expert groups)
Significance from low to high
Journalistic variety
decreases
Media strategies are more difficult
to implement
Compensation not possible
via online alternatives
(native advertising, etc.)
Shift in competition
Budget is invested in other types
(TV, ect.)
Source: OVK B2B ad blocker study: ad blocking and the impact on the digital market, October 2015 / Asked questions: Please indicate
on a scale from 1 (not very significant) to 5 (very significant) how significant you rank the following impact.
Solution strategies, this the experts agree upon, have to put the consumer in the
center of any measures. Here, the advertising industry has to commit itself to
address the issue. The respondents unanimously strive for an improvement of
user-friendliness, quality and creativity of advertising. In addition, users are to be
sensitized more and more for the financing model of free content. At the same
time, however, allowing access to content and services is only approved as an
effective approach in exchange for the disabling of the ad blocker.
measures.
Measures to circumvent the negative impact of ad blocking
It is on the advertising industry to broadly implement measures.
By increasing the relevance of advertising the distribution of ad blocking can be slowed down. However, it cannot
be avoided completely.
Experiencecentered
advertising
Increase
readerfriendliness
Use
innovative
technologies
Improve
placements
Design
advertising that
saves resources,
e.g. decrease
load times
Dialog among
the market
participants,
education
Increase
percentage of video
advertising
User-oriented
personalization
concepts
Source: OVK B2B ad blocker study: ad blocking and the impact on the digital market, October 2015 / Asked question: What types of
measures are there to circumvent the negative impact of ad blocking?
28
THE C IRC LE O F O NLINE MARKETERS (OVK) IN THE B VDW
THE CIRCLE OF ONLINE MARKETERS
(OVK) IN THE BVDW
The OVK creates
standards and
transparency.
The Circle of Online Marketers (OVK) is the central body of German online
marketers. Here, under the umbrella of the German Association for the Digital Economy (BVDW), 18 of the largest German online marketers have come
together in order to add authority on a continuous basis to the importance of
online advertising.
Top goals are to increase market transparency and planning reliability as well
as standardization and quality-assuring measures for the entire digital sector.
In addition, the OVK realizes important projects such as conferences, studies
and funding measures and is involved in national and international committees
for the further development of the sector.
29
T H E CI R CL E O F O N L I N E M A R K E T E R S ( OV K ) I N T H E BV DW
U NI TS O F T H E OV K
The OVK has established five units: the Ad Technology Standards unit, the unit
for market figures, the Mobile Advertising unit (MAC), the unit for market development and the unit for advertising impact and market research. In those
units, experts from their respective special fields participate.
Continuous
optimization of the market
The goal of the Ad Technology Standards unit is to facilitate the production as
well as the supply and delivery of digital campaigns via all end devices and thus
to enable a smooth execution of the campaigns. Furthermore, it is the most
important committee for the development of advertising standards.
The main tasks of the unit for market figures is the collection of market figures
and their analysis. Such data serves as orientation and shows trends and potentials. The committee closely cooperates with companies and organizations such
as Nielsen Media Research and the AGOF.
The top goal of the unit for market development is the education of the market.
It contributes to this goal by accompanying market-relevant topics in a political
and commercial fashion. Furthermore, it is responsible for the communicative
supervision of all projects initiated by the OVK.
The unit for advertising impact and market research was established to develop studies spanning marketers and to jointly analyze them.The experts in this
group also work on models for qualitative performance values and on ideas for
standards for marketer-spanning studies.
The Mobile Advertising unit (MAC) emerged from the Mobile Advertising Circle
(MAC). This project group was established in order to accommodate the specific interests of network operators mobile marketers, the operators of mobile
platforms and the online marketers with mobile units.
development
30
BU NDES VERB AND DIGITALE WIRTSCHA FT (B VDW ) e . V.
WORKI N G G RO UP O N L I N E R E SE A R CH ( AG O F) E .V.
BUNDESVERB AND DIGITALE WIRTSCHAFT
(BVDW) e . V.
WORKING GROUP ONLINE RESEARCH
(AGOF) E.V.
The German Association for the Digital Economy (BVDW) is the central body
for the representation of interests for companies that operate digital business
models and are active in the area of digital value creation. With member companies from different sectors of the Internet industry the BVDW is positioned in
an interdisciplinary way and thus has an overall view on the topics of the digital
economy.
Mission and purpose of the Working Group Online Research (AGOF) is to provide transparency and practical standards in online advertising research, independent of individual interests. In order to do so, it develops the required performance values in a close exchange with the market and makes them accessible
in corresponding studies - not only for the classic medium Internet but also for
additional segments of digital media. For this purpose, the leading marketers in
Germany, represented in the AGOF, are organized in sections that drive in its
respective segment the conceptual design, provision and further development
of reach research and planning parameters in cooperation with market partners.
The BVDW has made it its goal to make transparent the efficiency and advantage of digital offers - content, services and technologies - and thus to support
their implementation in the overall economy, society and administration. In addition, the association is the competent point of contact regarding current topics
and developments of the digital industry in Germany and supplies with figures,
data and facts an important orientation for one of the central future areas of
the Germany economy.
In a constant dialog with policy makers, the public and other national and international stakeholders, the BVDW supports the dynamic development of the
sector in a result-driven, practical and effective fashion. Based on the pillars
of market development, market education and market regulation, the BVDW
bundles leading digital know-how in order to participate in a positive development of this growing sector of the German economy in a sustainable fashion.
At the same time, as the central body of the digital economy, the BVDW with
its standards and binding guidelines provides market transparency and a quality
of offers on the side of the users and in public.
We are the Net.
www.bvdw.org
On the basis of a multi-method model the AGOF collects reach and structural
data for online advertising media - for the classic and stationary as well as for
the mobile Internet - and with its previous market media studies internet facts
and mobile facts as well as the performance value unique user depicted in it has
established the uniform online coverage currencies as the basis for online media planning in the market. In cooperation with its market partners - especially
agma, the advertisers and the online media agencies - and their standards, the
AGOF continues to develop its offer in order to meet market requirements
that are ever-evolving.
With the next step in the evolution - the new market media study digital facts
- the AGOF has provided since August 2015 a media-spanning planning, for the
first time without overlap, of stationary and mobile offers. The study includes
all known qualification data of AGOF studies: Net and gross reach, socio-demographic and psychographic characteristics regarding user and target group description (structural data), market data (consumption and household amenities)
as well as general data regarding digital Internet use. All information are also
available in the AGOF analysis and planning program TOP.
31
The market media studies
of the AGOF enable a
media planning of digital
media following classic
standards that is suitable
for the market.
32
O NLINE MEDIA P LANNING AND MORE W ITH THE AGOF
ONLINE MEDIA PLANNING AND MORE
WITH THE AGOF
33
R E M A R K S R E G A R D I N G T H E AG O F M E T H O D
REMARKS REGARDING THE AGOF METHOD
D I G I TA L FAC TS - COV ERAG E C U RREN C Y O F T H E AG O F
COMPR EHENS IVE DIGITA L CO MMI T ME NT
The AGOF academy is a logical continuation of the market-oriented activities
of the AGOF. The goal is to provide all interested market partners with the
necessary knowledge about the use of TOP as well as the market media study
digital facts. More and more companies and agencies focus on the continuing
education of their employees in regard to digital topics. For example, in 2015,
the AGOF academy carried out more than 50 seminar days with more than 300
participants.
The program for continuing education and training will also be continued and
significantly expanded in 2016. Seminar content is designed according to the
demands of the target group and prepared in a practical manner. This year, in
addition to classroom training also individual webinar modules are offered. The
wide range of topics ensures covering of the diverse aspects of digital media
planning and marketing.
The complete seminar program is available at
www.agof.de/akademie/akademie-termine/.
The web service “connect” is a sector- and media-adequate IT solution, simplifying communication and data transfer between marketers and agencies. Via
a central interface, information required for the booking of online advertising
can be retrieved, exchanged and directly integrated into the agency systems.
The interdisciplinary web service is complemented by a database that contains, amongst other things, price lists, discount modalities, bookable advertising
media and placement units in an updated fashion. The AGOF and the Circle of
Online Marketers (OVK) in the BVDW designed and developed “connect.” The
web service is not only available for all marketers but also for agencies at the
same time. The common goal: Booking processes in the online segment are to
be carried out in a significantly quicker fashion in the future via automated and
standardized processes.
More information at www.agof.de/connect/
As basis for high-quality digital media planning, the AGOF with digital facts delivers data and performance values for different segments of the digital economy,
for example for users of stationary or mobile offers. With this, the study contributes significantly to the establishment of the respective digital advertising
media in the media mix, since it delivers the performance values for individual
digital disciplines but also in a comprehensive fashion for “dig’ media brands,”
thus offering a valid planning basis.
In the center of the online coverage currency of digital facts by the AGOF is the
definition of reach of an advertising medium, valid in media and advertising research. This is shown as the share (percentage) of the population or another target group, be it persons or households who were in contact with this advertising
medium at a certain point in time or during a certain timeframe. In digital facts,
the reach is defined in the form of the so-called unique user, the individual user.
The methodological basis of digital facts units several survey approaches for a
media-adequate measurement: In its center is the technical measurement of use
(initial survey). This is complemented by an on-site or in-app survey regarding
the participating offers. In addition, for the mobile media information from a
representative mobile panel is used. The data sources are complemented by
population-representative telephone survey.
The multi-method model of digital facts with the combination of technical and
survey data as well as its flexible adaptation to dynamic changes of the online
market meets all requirements for a digital and expandable market standard for
digital media planning.
The detailed description of the method can be found at www.agof.de/studien/
digital-facts/methode/
With its market media
study digital facts, the
AGOF offers the basis for
digital media planning that
is free of overlap and that
spans all media.
34
THE ADVERTIS ING S TATIS TIC S O F THE OVK
REMARKS REGARDING THE
METHODOLOGIC AL OF THE ADVERTISING
STATISTICS OF THE OVK
CA LCULATION OF TH E NET AND G RO S S ADV E RT I S I NG
EXPENS ES
PwC reports and Nielsen
data as the data basis
The depiction of advertising investments in display advertising in the OVK online report (as well as in the MAC mobile report) is carried out in a projected
PwC basis since 2014. For this, the net figures reported via PwC for digital display advertising (online and mobile) are projected in view of the German overall
market (including commissions). Since 2014, the depiction of search and affiliate
revenue has stopped.
Individual trends (ranking of advertising investments according to advertising
formats and sectors) are covered in the OVK online report on a continuous
basis via Nielsen data on hand, since such data is not available in this granularity
in the PwC report.
The basis for the calculation of the gross advertising volume of online advertising is the online advertising statistics of Nielsen. In return, this is based on the
reports of currently 23 marketers who register on a monthly basis the gross
advertising expenses recorded in accounting systems and ad servers - i.e. the
data is not based on so-called crawler statistics so that especially qualitative
characteristics of online advertising campaigns such as targeting, CPC activities
or advertising in password-protected areas can be depicted in more detail.
The evaluation of data is carried out in gross on the basis of the respectively valid price lists and the achieved media performances. This process enables direct
comparisons with the advertising pressure in other types of media within the
Nielsen advertising statistics that is also assessed in gross.
35
T H E A DV E RT I SI N G STAT I ST I CS O F T H E OV K
D E F I N I T I O N O F T H E S EG M EN TS
The OVK advertising revenue is based on the projection of the net figures reported by PwC for digital display advertising (online and mobile) on the overall
market (including commissions). This data does not include search revenue and
technical sales (e.g. ad server). Data only reflect sales generated in Germany.
Display advertising is a form of online advertising during which the campaign
of an advertiser is shown in the form of graphical advertising formats (display
ads) on a website. Display ads can contain text, graphical, video and audio information.
In this category, all advertising revenue (according to the aforementioned definition) that is not allocated to the mobile category is counted.
Advertising revenue is allocated to the mobile category if there is a provider
identification for mobile (e.g. mobile-enabled websites, mobile apps). Identification is carried out via the installation of a mobile tag, sensor or a library. Furthermore, at least one of the following criteria has to be met: potentially given
mobile advertising medium according to the definition of MMA and IAB, mobile
domain, for example mobil, wap, as well as separate preparation of content for
display on mobile end devices.
Advertising revenue,
online display advertising,
mobile display advertising
36
IMP RINT
OVK [CIRCLE OF ONLINE MARKETERS]
ONLINE REPORT 2016/01
Place and date of publication
Düsseldorf, March 2016
Publisher
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57
40212 Düsseldorf
Phone
+49 211 600456-0
Fax
+49 211 600456-33
[email protected]
Internetwww.bvdw.org
Managing Director
Marco Junk
President
Matthias Wahl
Vice President
Thomas Duhr
Melina Ex,
Thorben Fasching
Achim Himmelreich
Marco Zingler
Contact
Sabine Schwarz
Project Manager Digital Marketing
[email protected]
Register of associations number,
register of associations Düsseldorf VR 8358
Legal notice
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Neither the BVDW nor the companies participating in the compilation and publication
of this brochure assume any liability for correctness, completeness and currentness. The
content of this publication and/or references to content of third parties are protected by
copyright. Any copying of information or data, especially the use of texts, parts of texts, picture material or other content, requires the prior written approval of the Bundesverband
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