OVK ONlINE-REPORT 2013/01

OVK ONLINEREPORT
2013/01
Overview of figures and trends
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CONTENTS
Foreword
Comparative study of online advertising
3
4
6
Online advertising according to sector
10
Monthly development of gross advertising investment
12
Top 10 online advertising formats
13
Trends in online advertising formats
14
Reach of the Internet in Germany
15
Reach of mobile Internet in Germany
16
Reach of the OVK marketers
17
Reach of online media in an average month
18
Reach of online media in an average week
19
Online activities of Internet users
20
Overview of potential customers to reach online by sector
21
Open-mindedness to advertising
22
Brand awareness
23
Study of advertising effects of digital cross media by MAC and OVK
25
Circle of Online Marketers (OVK) in the BVDW
30
Bundesverband Digitale Wirtschaft e.V.
32
Working Group for Online Media 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
Publishing information
38
5
Foreword
Dear readers,
The ongoing digitalisation of the media landscape was reflected again in
In view of the positive market dynamics, the Circle of Online Marketers
2012 in increasing online advertising sales. Moreover, the willingness of
(OVK) in the BVDW again anticipates an increase in online advertising
advertisers to invest even exceeded the forecast from the beginning of
investment in 2013. Assuming the forecast growth rate of 11 percent,
the year. After the growth forecast was raised by one percentage point
the gross advertising volume would exceed the 7 billion-euro barrier
to 12 percent in the summer following the positive performance in the
for the first time ever in 2013, and so would emphasise once again the
first six months, the OVK advertising statistics at year-end 2012 even
growing relevance of online advertising.
registered growth of +13 percent.
We hope you enjoy reading the OVK Online Report 2013/01.
Paul Mudter,
Chairman of the OVK
In the process, online advertising spending smashed the 6 billion-euro
barrier for the first time in 2012 and even set a new record with an
Paul Mudter
advertising volume of 6.47 billion euros. With a current share of 21.8
Chairman of the Circle of Online Marketers (OVK)
percent of the gross advertising pie, the Internet has consolidated its
position as the second strongest medium in the media mix. It would
now be inconceivable to omit an interactive dialogue with target
audiences from any integral marketing strategy. The diagram on page
13 of this report shows you how the variety of large-scale advertising
formats, which permit an eye-catching and multimedia approach to the
users, play a crucial role.
Another reason for the cross-sector use of online advertising – both
on the stationary and the mobile Internet – is the rapidly growing
transparency with regard to the achievable communication performance. The most recent example of this is the study of advertising
effects involving various marketers, which was carried out by the
Mobile Advertising (MAC) unit and the Circle of Online Marketers
(OVK) under the auspices of the German Association for the Digital
Economy (BVDW). This study analysed for the first time the effect
that a combined online and mobile campaign has on the users. We
present to you the central results of this cross-media effects study
on pages 25 to 29.
7
COMPAR ATIVE STUDY OF ONLINE ADVERTISING
Online advertising investments
pass far beyond the 6 billion-euro
mark in 2012
In a comparison of the individual segments, conventional online advertising continued to account for the majority of gross investments
in 2012. At 3.78 billion euros, it registered the highest value of the
three segments under consideration and achieved a growth rate
of 15 percent compared to the previous year – which corresponds
In 2012, the online
The online advertising market in Germany did not show any signs of
to an absolute gain of 489 million euros. Search term marketing is
advertising market set a
an economic slowdown in 2012, and in fact it grew once again: The
ranked in second place with advertising investments worth 2.28
new record with a total
gross advertising volume for conventional online advertising, search
billion euros and a growth rate of 10 percent compared to 2011.
value of 6.47 billion
term marketing and affiliate networks reached 6.47 billion euros,
Affiliate networks came third in the ranking with an identical growth
euros, which once again
its highest-ever level, and so achieved a growth rate of 13 percent
rate of 10 percent, corresponding to 411 million euros.
confirmed its great
compared to the previous year. It is not possible to compare with the
relevance.
years before 2011 due to an adjustment in the methods applied, in
In view of the ongoing, strong performance of the online advertising
which new assessment conventions were introduced for the Perfor-
market, the Circle of Online Marketers anticipates a positive growth
mance Campaigns sub-segment. This is clearly shown in the graphics
rate again in 2013. Taking the currently extremely high starting point
through appropriate labelling.
into account, the OVK predicts moderate growth of 11 percent
for the overall online advertising market for 2013. In that case, the
OVK advertising statistics 2010 to 2012 with forecasts for 2013 in million euros by segments
(methodological breakdown 2011)
8.000 Million euros
7.000
5.357
(+26 %)
339 (+10 %)
6.000
5.000
4.000
1.867 (+15 %)
5.736
374 (+10 %)
6.470
(+13%)
411 (+10 %)
1.000
An increase of 10 percent to 2.51 billion euros is forecast for search
term marketing and a growth of 7 percent to 440 million euros is
2.512 (+10 %)
anticipated for affiliate networks.
2.076 (+11 %)
3.286
and the largest spending volume with over 12 percent and a total of
4.23 billion euros in the segment of conventional online advertising.
7.180
(+11 %)
440 (+7 %)
If the forecast volume of 7.18 billion euros for 2013 is achieved, the
4.228
(+12 %)
3.151 (+35 %)
7 billion euros in 2013. The Circle anticipates the strongest growth
2.284 (+10 %)
3.000
2.000
gross advertising volume of Internet advertising would stand at over
online advertising market would have grown by approximately 25
3.775 (+15 %)
percent since 2011, which corresponds to a gain in gross advertising
investments of 1.44 billion euros – impressive proof of the relevance
0
of the Internet as a media offering.
OVK statistics 2010 OVK statistics 2011 OVK statistics 2012 OVK forecast 2013
339
374
411
440
m
Search term marketing
1.867
2.076
2.284
2.512
m
Conventional online advertising
3.151
3.286
3.775
4.228
m
Affiliate networks
Sources: OVK (extrapolation of figures for conventional online advertising from 75 to 100% and total market for online
advertising, forecasts), Nielsen (data as of January 2013; collection of data for conventional online advertising at advertising
slot level, adjusted by a proportion from search term marketing) /// Data for the German market
9
COMPAR ATIVE STUDY OF ONLINE ADVERTISING
Over a fifth of the gross
advertising pie is attributed to
online advertising
Another decisive success factor is the range of versatile initiatives in
the area of advertising effect research – such as the cross-marketer
study of mobile and online advertising presented from page 25 of this
OVK Report. Thanks to this type of study initiative, advertisers can
understand in detail the selective effects of advertising for the various
With a share of 21.8
In 2012 over a fifth of gross advertising investments – with a share of
brand dimensions in individual media channels. Such knowledge about
percent, the Internet
21.8 percent – was attributed to the Internet. As a result, the online
the generated effect permits an accurate cost-benefit analysis of the
occupies second place
medium extended its share by 2.2 percentage points in the past year
invested budget and in particular strengthens the trust of the market
behind TV and so
and consolidated its strong position in the media mix.
partners in digital channels.
underlines its significant
role in the communica-
At the same time, the Internet gained further ground on the leading
tions mix.
advertising medium, TV (38.2 percent): Whereas TV still held a lead
of 18.4 percentage points in 2011, it was only 16.4 percentage points
in 2012. The shares of the advertising media in third and fourth
Forecast for the gross advertising pie as a time comparison
100 %
4.4 %
places, namely newspapers (17 percent) and magazines (12 percent),
12.8 %
declined from the levels of the previous year. The delta with regard
to the Internet increased correspondingly, as newspapers fell back by
75 %
18.5 %
4.8 percentage points and consumer publications by 9.8 percentage
points. The shares for radio, posters and trade publications are all in
5.0 %
the single-figure percentage range.
1.4 %
4.4 %
12.0 %
17.0 %
5.2 %
1.4 %
Trade publications
Posters
Consumer publications
50 %
Newspapers
The composition of the gross advertising pie for 2012 reflects the
38.0 %
structural changes that have taken place in the composition of the
media mix. The Internet has become an indispensable and core
component of an integrated communication strategy. Advertisers
38.2 %
Radio
25 %
TV
appreciate the Internet as a transparent and efficient advertising
medium, which provides scope for innovative campaigns as the
basis for long-term brand communication. USPs such as innovative
technologies, the variety of large-scale advertising formats, the direct
customer dialogue with no media discontinuity, as well as real-time
control possibilities that are in tune with the requirements of Internet
users, all combine to make the Internet even more popular in comparison with the conventional media.
19.6 %
21.8 %
Internet
0%
2011
2012
Sources: OVK (Internet data based on OVK advertising statistics including the search term marketing and affiliate
network segments); Nielsen (media development of the specified media types, data valid as of January 2013) /// Data for the
German market
11
ONLINE ADVERTISING ACCORDING TO SECTOR
All sectors rely on conventional
online advertising
Advertising investment in conventional online advertising analysed by area of business
for the whole of 2012
0
The Internet has
Conventional online advertising is in demand across all sectors – the
established itself in
differentiated options for communication, information and transac-
more and more sectors
tions and the target-group potential represented on the Web for all
as an indispensable
business fields (see also page 21 of this report) make the Internet a
component of the
relevant advertising platform for many companies. Nevertheless, on-
relevant marketing
line commitment varies from sector to sector: while several sectors
strategies: in seven out
have already invested a considerable proportion of their budgets in
of ten of the business
conventional online advertising and so give the Internet a central role
sectors under review,
in their communication concepts, such a significant expansion of the
the share of conventio-
online budgets is still pending in other business fields.
nal online advertising in
the media mix is in the
two-figure range.
By far the greatest online share in the media mix comes in the field
of miscellaneous advertising – this includes charitable organisations
as advertisers, image and classified advertising and corporate adver-
5
10
15
20
25
Miscellaneous advertising
Services
Automotive
Retail and mail order
Telecommunications
Media
299,6
204,0
18,3
17,2
7,6
148,0
134,8
Tourism and catering
4,9
13,4
95,4
100
200
300
Values in millions of euros
euros are spent on conventional online advertising. In the financial
Values as a percentage of online share of the media mix
stands at 18.3 percent and 17.2 percent respectively, or almost one
400
Based on the top 10 business areas
Source: Nielsen (data valid as of January 2013) /// Data for the German market
fifth of the total. In the services sector (15.7 percent), the tourism
and catering industry (13.4 percent), the automotive industry
(13.3 percent) and the retail and mail order sector (10.7 percent),
the proportion of online advertising in the media mix is already in
the two-figure range as a percentage. Advertising investments in
conventional online advertising still holds a share in just the singlefigure range percentage in only three of the top 10 sectors – in
media, personal care and food – whereby in these fields, too, it is
reasonable to assume an increase in online investments in the future
in view of the general market development.
In terms of absolute online advertising investments, the miscellaneous
advertising sector stands just over the 500 million-euro mark, and so
leads the ranking. Online spending of nearly or just over 300 million
euros has been registered in the services sector (320.7 million euros),
39,3
173,9
Personal care
0
507,9
40 %
311,5
13,3
239,7
3,9
Food
15,7
10,7
Finance
35
320,7
tising. The share of 39.3 percent means that four out of every ten
and telecommunications sectors, the online share of the media mix
30
the automotive industry (311.5 million euros) and the retail and
mail order sector (299.6 million euros). Companies in the finance
sector (239.7 million euros) and the telecommunications sector
(204.0 million euros) are also numbered among the crucial spenders.
The online advertising investments in the media (173.9 million euros),
personal care (148.0 million euros) and tourism and catering (134.8
million euros) sectors all stand in the three-figure millions range. The
food sector was the only sector in 2012 to register online investments
under the 100-million mark, at 95.4 million euros, but even this represented an increase in spending compared with the previous year.
500
600 m
12
MONTHLY DEVELOPMENT OF GROSS ADVERTISING INVESTMENT
Monthly investments in conventional online advertising continue
to increase at a high level
In 2012, the monthly
The gross advertising investment in conventional online advertising
spending in each of a
in 2012 was again far above the 300 million-euro mark in March, May,
total of seven months
June and September following the strong final quarter of 2011. In the
stood above the 300
traditionally strong fourth quarter, too, a new record was set each
million-euro mark; the
month, until the top monthly value of the whole of the past year was
fourth quarter was the
set in December at 379.3 million euros.
strongest once again.
Even in the generally rather weaker months for advertising in the
summer, July and August, expenditure almost reached the 300 millioneuro mark. With a gain of 25.6 percent, September 2012 recorded
the largest increase compared to the same month in the previous year,
and was the fourth strongest month in the year with a volume of
344.4 million euros.
Monthly development of gross advertising investment in conventional online advertising
in millions of euros
200
345,3
379,3
341,4
360,6
314,8
344,4
274,2
246,7
284,3
278,9
321,4
321,7
271,5
251,3
285,8
250
248,5
295,3
216,0
240,7
300
221,9
267,8
350
273,3
309,7
400
363,9
450 Million euros
13
TOP 10 ONLINE ADVERTISING FORMATS
Demand for large-scale formats
continues unabated
As in the previous year, the wallpaper ad claimed first place in 2012
Advertisers appreciate
in the ranking of the top 10 online advertising formats based on gross
the generous presen-
advertising investment, with 374.3 million euros. It was followed
tation formats that
by the medium rectangle and the skyscraper formats, each with
permit the eye-catching
189.3 million euros. The ad bundle (183.6 million euros), the banner
presentation of branding
(180.7 million euros) and the pre-roll (174.9 million euros) all achie-
campaigns and that
ved similar investment levels. The leaderboard and microsite options
can also communicate
also registered spending in the three-figure million range. The rect-
complex advertising
angle stood just below the 100 million-euro mark, and the field was
messages with their
rounded off by the in-text advertisements.
range of multimedia
options.
The ranking of the top 10 advertising formats for the past year
clearly reflects the unabated demand in advertisers for generously
sized presentation areas.
Top 10 advertising formats based on gross advertising investments
for the whole of 2012
Wallpaper
Medium rectangle
189,3
Skyscraper
189,3
183,6
Ad bundle
150
Banner
180,7
Pre-roll
174,9
129,3
Leaderboard
100
120,2
Microsite
50
96,4
Rectangle
0
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
2011
216,0
221,9
273,3
248,5
271,5
278,9
251,3
246,7
274,2
314,8
341,4
345,3
m
2012
240,7
267,8
309,7
295,3
321,7
321,4
285,8
384,3
344,4
363,9
360,6
379,3
m
67,7
In-text
Sources: OVK (extrapolation of figures for conventional online advertising from 75 to 100 %), Nielsen (data as of January
2013, collection of data for conventional online advertising at advertising slot level, adjusted by a proportion from search term
marketing) /// Data for the German market
in millions of euros
374,3
0
50
100
150
200
250
300
350
400
450 m
As the marketers SONSTIGE, HI-MEDIA and EBAY do not provide data at advertising slot level, they have not been taken
into account. Due to the occasionally incomplete information, the individual reports on groups have been summarised in order
to allow an overview of percentile changes in the advertising formats ordered.
Source: Nielsen (data valid as of January 2013) /// Data for the German market
14
TRENDS
IN ONLINE ADVERTISING FORMATS
Mac-Anbieterübersicht
Spending on moving image
advertising stood at 240.2 million
euros in 2012
Compared to the
Once again, moving image advertising benefited considerably in 2012
previous year, gross
from the interest of advertisers in large-scale and thus eye-catching
investment in moving
advertising formats. A total of 240.2 million euros were invested in
image formats incre-
in-page and in-stream formats in the past year, representing a growth
ased by 23 percent to
of 23 percent, or 44.9 million euros more than in 2011. In view of
240.2 million euros.
this volume, it is fair to say that moving image communication has
taken a firm place in the implementation of online campaigns. This
development was surely driven forward in part by the standardisation
implemented in the supply of moving image formats, as this has greatly
simplified handling for both advertisers and agencies.
Over 50 million Germans are
Internet users
The relevant reach of the Internet in Germany is documented once
The Internet has
again in “internet facts 2012-11”: 73.7 percent of Germans, that is
established itself across
51.77 million people, used the Net in the reporting period. The basic
all generations as a
population is the German-speaking resident population in Germa-
medium that is used as
ny over 14 years of age; this equates to 70.21 million people. The
a matter of course.
widest group of users (WNK; people who used the Internet within
the last three months) constituted 72.4 percent of the population,
equating to 50.84 million people.
Thanks to its wide reach, the Internet has established a strong
presence in the target audiences particularly relevant for advertising,
namely 14- to 49-year olds, who are almost all active users of the In-
This growth has continued the dynamic development in the area of
moving images that was already perceptible in the period from 2008
to 2010, even though these years cannot be compared directly with
the following years due to the change in the assessment conventions
in the Nielsen online advertising statistics.
ternet: Among 14- to 39-year olds, the proportion of Internet users
is well over the 90 percent mark, while among 40­to 49­year olds it
is 87.8 percent. Meanwhile, over three-quarters of 50- to 59-year
olds (76 percent) are also online. Even among the over 60s, over a
third (36.7 percent) are online, although this group still registers the
highest share of non-users compared to the other age groups.
Development of moving image advertising formats from 2008 to 2012 in millions of euros
(methodological breakdown in 2011)
300
(+23 %)
Online penetration by age group
100
240,2
250
2,7
3,5
4,1
12,2
24,0
80
195,3
200
15
REACH OF THE INTERNET IN GERMANY
63,3
60
150
100
50
97,3
(+159 %)
(+98 %)
96,5
95,9
87,8
40
85,7
76,0
36,7
20
33,1
16,7
0
0
2008
2009
2010
2011
2012
As the marketers SONSTIGE, HI-MEDIA and EBAY do not provide data at advertising slot level, they have not been taken
into account. Due to the occasionally incomplete information, the individual reports on groups have been summarised in order
to allow an overview of percentile changes in the advertising formats ordered.
Source: Nielsen (data valid as of January 2013) /// Data for the German market
14–19
20–29
Internet users (WNK)/other Internet users
30–39
40–49
50–59
60+ Years
Non-Internet users
Interpretation example: 97.3 % of 14- to 19-year olds are Internet users (WNK and other Internet users) and therefore 2.7 % of 14- to
19-year olds are non-Internet users /// Based on: 101,316 cases (Internet users in the last three months) / 517 cases (other Internet users)
/ 10,450 cases (non-Internet users) / Data in percent /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
16
REACH
OF MOBILE INTERNET IN GERMANY
Mac-Anbieterübersicht
Almost one in three Germans
is a Unique Mobile User
Data on the reach
According to AGOF mobile facts 2012-II, 21.30 million adults from
and structure for 72
the age of 14 years are Unique Mobile Users (UMU). This means that
mobile-enabled web-
30.3 percent of the German-speaking resident population from the age
sites and 102 applica-
of 14 have accessed a mobile-enabled website or a mobile app in the
tions from 14 marke-
last 30 days. In total, the number of Unique Mobile Users in Germany
ters from the digital
has almost doubled since the first survey in 2010, so the relevance of
market is presented in
the mobile Internet as a communication and advertising platform has
“mobile facts 2012-II”.
become much more significant.
At present, the mobile Internet is still being used predominantly by men
17
REACH OF THE OVK MARKETERS
REACH OF THE OVK MARKETERS
“internet facts” reports the net reach of the marketers operating
“internet facts 2012-11”
together in AGOF. The table below shows the net reach of the
includes data from a
marketers organised in OVK based on the marketer‘s offerings com-
total of 63 marketers.
piled in “internet facts 2012-11”. A marketer‘s net reach does
not always include their entire portfolio.
Net reach of OVK online marketers (sorted alphabetically)
Marketer
and relatively young target audiences: 58.0 percent of Unique Mobile
Reach in % (based on
Net reach in millions
Internet users from the last
of Unique Users
three months)
Users are men, and 70.2 percent are aged between 20 and 49 years.
The range of functions used at least once per week on Internet-enabled
mobile devices is considerable: Apart from telephony (87.8 percent) and
sending text messages (77.7 percent), almost three-quarters of users
read messages on their mobile phone or read/write e-mails. Moreover,
almost two-thirds use social networks and over half listen to music or
54.7 27.82
11.4 5.77
eBay Advertising Group 51.7 26.28
G+J Electronic Media Sales 41.0
20.82
Hi-Media Deutschland 28.7
14.60
one third use location-based services or online banking. In addition, 20
InteractiveMedia CCSP 58.2
29.58
percent of mobile Internet users do their shopping online once a week.
IP Deutschland 50.2 25.53
iq digital 36.4
18.49
play games. More than four out of ten users use chat rooms and well over
The AGOF mobile universe
Unique Mobile Users and
app users in the last 30 days:
Total population:
70.21 million**
Axel Springer Media Impact BAUER MEDIA
Mobile phone
users: 60.97
million**
21,30
million*
Interpretation example: 21.30 million persons from the age of 14 years are Unique Mobile Users (UMU), that is, 30.3 percent 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: * 31,764 cases or ** 112,283 cases / German-speaking resident population in Germany from 14 years / Data
in millions /// Source: AGOF e.V. / * AGOF mobile facts 2012-II or ** internet facts 2012-10 /// Data for the German market
MAIRDUMONT MEDIA
16.3 8.27
Microsoft Advertising 20.5
10.43
netpoint media 13.6 6.92
OMS
45.0 22.90
SevenOne Media 49.9 25.39
SPIEGEL QC
29.9 15.18
TOMORROW FOCUS MEDIA
62.0
31.52
Unister Media 20.4 10.40
United Internet Media 54.3 27.63
Yahoo! Deutschland 39.0
19.83
Number of Unique Users (in millions) and percentage for an average month in the period under investigation – September to
November 2012 /// Based on: 101,316 cases (Internet users over the last three months) /// Source: AGOF e.V. / internet facts
2012-11 /// Data for the German market
18
REACH
OF ONLINE MEDIA IN AN AVERAGE MONTH
Mac-Anbieterübersicht
19
REACH OF ONLINE MEDIA IN AN AVERAGE WEEK
Average monthly reach of the
top 20 online media offerings
Average weekly reaches of the
top 20 online media offerings
Apart from data on
“internet facts 2012-11” provides data on reach and structure for
In the ranking of online sites by reach in an average week, eBay.de
In addition to data on
reach and structure,
756 online media offerings based on their websites and 3,983
is in first place with 13.74 million Unique Users (27.0 percent),
the average month
“internet facts” also
advertising slots.
followed by T-Online (13.24 million or 26.1 percent) and WEB.DE
and the average week,
(8.72 million or 17.2 percent); gutefrage.net (7.54 million or 14.8
“internet facts” also
contains key data
about Internet use,
In the league table of websites according to their reach in an
percent) and GMX (6.99 million or 13.7 percent) occupy fourth
provides data about
target audiences and
average month, eBay holds first place with 25.06 million Unique
and fifth places respectively.
individual months and
e-commerce.
Users (49.3 percent). It is followed by T-Online (25.01 million
individual days in the
Unique Users or 49.2 percent) and gutefrage.net (18.62 million
reporting period.
Unique Users or 36.6 percent). Fourth and fifth places are occupied
by WEB.DE (15.01 million Unique Users or 29.5 percent) and CHIP
Online (13.68 million Unique Users or 26.9 percent).
AGOF ranking of the top-20 online media offerings in Germany in an average month
AGOF ranking of the top-20 online media offerings in Germany in an average week
eBay.de
25.06
eBay.de
T-Online
25.01
T-Online
gutefrage.net
WEB.DE
8.72
WEB.DE
18.62
15.01
CHIP Online
13.68
gutefrage.net
GMX
computerbild.de
13.28
BILD.de
Yahoo! Deutschland
13.04
Yahoo! Deutschland
SPIEGEL ONLINE
CHIP Online
computerbild.de
BILD.de
12.62
GMX
12.23
SPIEGEL ONLINE
11.19
6.17
5.28
5.18
4.67
10.28
MSN
3.82
CHEFKOCH.de
10.01
wetter.com
3.72
FOCUS Online
9.24
8.91
RTL.de
3.54
CHEFKOCH.de
3.39
3.28
wetter.com
8.86
FOCUS Online
meinestadt.de
8.75
DasTelefonbuch.de
3.25
DIE WELT
8.73
DIE WELT
3.16
DasÖrtliche
8.12
MSN
7.53
MyVideo
Unique Users
in millions
0
1 2 3 4
5
6
7
8
mobile.de
2.90
Windows Live
2.73
meinestadt.de
7.05
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 – September to November 2012 /// Based
on: 101,316 cases (Internet users over the last three months) /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
Unique Users
in millions
7.54
6.99
5.91
DasTelefonbuch.de
RTL.de
13.74
13.24
2.66
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15 m
Number of Unique Users (in millions) for an average week in the period under investigation – September to November 2012 /// Based on:
101,316 cases (Internet users over the last three months) /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
20
ONLINE
ACTIVITIES OF INTERNET USERS
Mac-Anbieterübersicht
21
OVERVIEW OF POTENTIAL CUSTOMERS TO REACH ONLINE BY SECTOR
Internet use has become an
accepted part of everyday life
Latest potential viewed by sector
based on “internet facts 2012-11”
The bandwidth of
Whether it be for communication, information or transactions –
The AGOF sector analyses make potential customers to be found on
themes used online
more and more people are turning to the Internet. The most frequent
the Internet for specific sectors visible.
clearly indicates the
activities include sending and receiving private e-mails (86.1 percent
wide variety of adver-
or 43.76 million Internet users) and searches on search engines or in
tising environments
Web catalogues (83.6 percent, 42.48 million). The next most frequent
that are possible on
activities are the use of weather information (69.9 percent, 35.53
the Net.
million) and news about world events (69.2 percent, 35.19 million).
Sector potential for prospective customers looking for information online and for online
purchasers; based on widest group of online users (WNK): 50.84 million Unique Users
Internet users in %
Unique Users in millions
Around two-thirds of Internet users are online shoppers, and over
Info
60 percent access regional or local news. Online banking services are
Travel sector
used by well over half of all users. Other popular uses are accessing
Entertainment sector
test and sports results or services relating to food, drink and leisure
activities. Other key usage areas are communicative sites such as
81.4
53.9
77.0
58.3
63.5
45.2
54.6
23.1
45.5
13.9
42.3
24.6
42.2
35.5
27.0
11.8
26.4
9.0
21.4
7.1
Fashion sector
Entertainment electronics sector
Automotive sector
chatrooms and forums, instant messaging and weblogs/blogs, as
Computer sector
well as access to employment, property or dating websites.
Cosmetics sector
FMCG food and beverages sector
Insurance sector
Finance sector
Online information gathering
Key usage areas – top 10
0
10
20
30
40
50
60
70
80
90
Purcase
41.37
27.38
39.14
29.64
32.27
22.98
27.76
11.72
23.14
7.05
21.49
12.53
21.45
18.06
13.73
6.01
13.44
4.55
10.87
3.63
100 %
Online purchases
Values in %
Sending and receiving private e-mails
86.1
Research using search engines and website catalogues
83.6
Weather
69.9
International news
69.2
Online shopping
68.9
Interpretation example: 81.4 % of Internet users, which equates to 41.37 million Unique Users, have gone online at least once
in the past to find information on travel products. /// Based on: 101,316 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 via the Internet in the past 12 months?” /// Data expressed as a percentage and in millions of Unique Users /// Source:
AGOF e.V. / internet facts 2012-11 /// Data for the German market
The products studied in the context of the relevant sector analysis can be subdivided as follows:
Travel: Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips
Entertainment: Computer and video games, tickets, films on DVDs/videos, music CDs, music/films to download from the Internet for a charge
Regional or local news
63.3
Online banking
57.5
Test results
41.8
Entertainment electronics: Flat-screen TVs, DVD players/recorders, hard-disk recorders, home cinema/surround-sound
systems, digital cameras, navigation systems
Sports results and reports
39.8
Fashion: Ladies‘ or gents‘ clothing, footwear
Eating, drinking and leisure
38.5
Automotive: Used cars, new cars, hire cars
Computers: Computer hardware or accessories, computer software excluding games
Cosmetics: Cosmetics for women/men, perfume for women/men, bodycare, haircare or dental care products
Insurance: Health insurance, life assurance and private pension schemes, other insurance such as car,
household or indemnity insurance
0
25
50
75
100
Interpretation example: 69.2 % of all Internet users (WNK) use international news services at least occasionally, /// Based
on: 101,316 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?” / The top two boxes are shown: frequent or occasional usage / Values in
percent / The top 10 from a total of 22 subjects are shown /// Source: AGOF e.V./ internet facts 2012-11 /// Data for
the German market
FMCG food and beverages: Non-alcoholic drinks, beer, other alcoholic drinks and spirits, frozen products and ready meals,
dairy products, confectionery and savoury snacks
Finance: Investments, shares, securities, funds, credit
22
OPEN-MINDEDNESS
TO ADVERTISING
Mac-Anbieterübersicht
23
BRAND AWARENESS
Online advertising awakes the
audience‘s curiosity
Over 17 million Internet users set
great store by branded products
Over 22 million
More than four in every ten Internet users (44.1 percent, 22.44 million)
Many Internet users have a positive feeling about high-quality pro-
Over a third of Internet
Internet users have
consider themselves to be open-minded towards advertising and pay at-
ducts and appreciate them. For instance, 58.4 percent (29.70 million)
users are brand-aware.
frequently become
tention to the advertised products or messages. This demonstrates the
agree with the statement that branded products tend as a rule to be
This applies in parti-
aware of interesting
high branding potential of online advertising. Another advantage is the
of a higher quality, and over a third of Internet users (34.4 percent)
cular to men and the
products or new ideas
high interaction potential of online advertising media, which allows a
consider branded products to be important; that represents 17.47
over 50s.
through advertising.
direct customer dialogue without any media discontinuity. For instance,
million people. Advertisers can benefit from this attitude to brands
advertisers can provide consumers not only with the actual advertising
and quality when developing and maintaining their brand by addressing
message but also with additional information and services through se-
extremely high-affinity target audiences with their branding campaigns
lective features and links, or they can even offer them an order option.
on the Net.
Women and particularly young users aged between 14 and 29,
38.6 percent of men set above-average store on branded products,
with 45.8 percent and 52.0 percent respectively, demonstrate above-
whereas this applies to only 29.7 percent of women. A look at the
average susceptibility to Internet advertising messages. The 30 to
different age groups clearly shows that the over 50s at 36.2 percent
49 year-olds, with 44.1 percent, are at roughly the average online
demonstrate the strongest preference for branded products, follo-
user level (WNK), whereas men, with 42.6 percent, are slightly
wed by the 14- to 29-year olds at 35.6%, slightly above the level of
below. Internet users aged over 50 years, at 37.2 percent, tend not
the widest group of Internet users (WNK). The 30- to 49-year olds
to be stimulated so easily by online advertising.
registered a slightly below-average value at 32.1 percent.
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)
44.1 %
Widest group of Internet users (WNK)
Men
42.6 %
Men
52.0 %
Aged 14 to 29
Aged 30 to 49
44.1 %
Aged 50 and over
10
20
29.7 %
Aged 14 to 29
35.6 %
Aged 30 to 49
32.1 %
Aged 50 and over
37.2 %
0
38.6 %
Women
45.8 %
Women
34.4 %
30
40
50
60 %
Interpretation example: 44.1 % of all Internet users (WNK) have frequently become aware of interesting products or new ideas
through advertising /// Based on: 101,316 cases (Internet users over the last three months) / The top two boxes are shown:
is totally or mainly applicable, / Values in percent /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
36.2 %
0
10
20
30
40 %
Interpretation example: 44.1 % of all Internet users (WNK) have frequently become aware of interesting products or new ideas
through advertising /// Based on: 101,316 cases (Internet users over the last three months) / The top two boxes are shown:
is totally or mainly applicable, / Values in percent /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
24
BRAND AWARENESS
25
STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK
Over 21 million Internet users
feel safe when buying branded
products
Mobile and online – cross-media
strategy for success for digital
advertising campaigns
For more than four
Internet users are not only brand and quality aware, but over three-
The online channel as an advertising medium has now become indis-
Cross-market study of
out of ten Internet
quarters of users (77.0 percent) are also then willing to pay more for
pensable in every media plan and more and more advertisers are now
the effects of mobile
users, a brand provides
quality – showing that they are open-minded towards purchasing more
also relying on mobile advertising or a combination of both these
and online advertising
a sense of security
expensive quality products. A further motivation in the purchase of
digital channels. The starting point for such cross-media advertising
for the product launch
when buying –
branded products clearly lies in the associated trust: 42.2 percent of
strategies is the assumption that campaigns that are deployed across
of “Leibniz Choco
especially among
Internet users – which corresponds to 21.47 million people – specified
various channels will encourage synergies in the communicative effect.
Crunchy”
the higher income
that brands give them a sense of security when making purchases.
However, the effect of advertising on the mobile Internet has not yet
classes.
A comparison between the sexes shows men at 46.4 percent to be
been researched in any great depth, particularly with regard to the
significantly more brand-aware than women (37.7 percent). With regard
interaction with conventional online use. For this reason, the cross-
to the income groups, solvent persons demonstrated a particularly strong
marketer study by the Mobile Advertising (MAC) unit at the BVDW
need for security when buying: 47.5 percent of them feel safe when buying
analysed in detail for the first time the effect that a combined online
branded products. In other words, people with higher incomes not only
and mobile campaign has on the users. The results of this study should
have the necessary purchasing power but are also particularly susceptible
help advertisers to exploit the full potential of digital media channels
to purchasing branded products because of their need for security.
more effectively. The digital cross-media study was supported by the
Circle of Online Marketers (OVK) at the BVDW.
Brand orientation
In order to solve the previous problem facing any measurement of
cross-media advertising effects in the online and mobile sectors –
“Brands give me a sense of security when buying.”
namely, the linking of the campaign contact details of a user in two
independent devices, the computer and the smartphone – this study
42.2 %
Widest group of Internet users (WNK)
used a multi-level recruitment process and a special technical contact
46.4 %
Men
measurement system for the first time. Thanks to these tools, the
contacts of the survey participants with the Leibniz cross-media cam-
37.7 %
Women
paign on the online and mobile sites could be assigned and collated
36.6 %
HH – net purchase price of up to 1,000 euros
HH – net purchase price from 1,000 to 3,000 euros
clearly. During the subsequent survey, the individual effects and the
cross-media effect of the online and mobile advertising aids were
40.5 %
HH – net purchase price of 3,000 euros and higher
subjected to a detailed analysis.
47.5 %
0
10
20
30
40
50
Interpretation example: 42.2 % of all Internet users (WNK) stated that brands give them security when buying /// Based on:
101,316 cases (Internet users over the last three months) / The top two boxes are shown: is totally or mainly applicable, /
Values in percent /// Source: AGOF e.V./ internet facts 2012-11 /// Data for the German market
60 %
27
STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK
To measure the advertising effect, the launch of the new “Leibniz
Choco Crunchy” product was advertised online and on the mobile
Internet with a wide-ranging campaign. The campaign ran from 1 to 21
October 2012, and the advertisements were placed on a total of 59
premium sites, 32 online sites and 27 mobile sites. The strategy used
large-scale, eye-catching advertising formats, primarily wallpaper and
billboard ads in the online area, and 2:1 ads in the mobile area. The
cross-marketer campaign deployment supports a wide impact and also
the general validity of the results.
The central
The results of the study demonstrate that the campaign was able to
conclusion of
influence the factors governing the advertising effects in a positive
the study
way. According to this, online and mobile contacts lead overall at a
was that both online
similar level to making the campaign more memorable and to bringing
and mobile channels
the user closer to the brand than is the case with the control group
already increase the
without any digital campaign contact. The cross-media contact group,
advertising effect of a
i.e. the participants who demonstrably viewed the campaign both
campaign even when
online and on mobile sites, registered even higher values with regard
they are used individu-
to these effect indicators than the online-only and the mobile-only
ally, but the cross-
contact group.
media combination of
both channels is most
However, with regard to the activation performance (e.g. the inten-
effective because it is
tion to provide information and recommendations) of the campaign,
here that the strongest
the mobile-only and the cross-media contact group lie ahead of the
effects overall can be
online-only contact group and the control group among the previous
observed. Moreover,
non-buyers. The reception of the campaign on mobile sites therefore
the study demonstrated
stimulates the user particularly strongly, which may be explained by
a clear activation per-
the focused perception of the advertising medium and the dynamic
formance on the mobile
nature of the situation when the advertising is used.
channel – advertising
Aided and unaided advertising
recall
Unaided advertising recall shows how great the actual impact of the
By far the strongest
campaign is and how well it remains anchored in the mindset of a
advertising effects were
recipient. A slight effect was detected even in the online-only and the
recorded in the cross-
mobile-only test groups, as in each case 14.6 percent of the partici-
media group, both with
pants remembered the Leibniz campaign. That represents 7.4 percent
regard to aided and
more in direct comparison with the control group (13.6 percent). In
unaided advertising
the cross-media group, on the other hand, which had contact with
recall.
the campaign both online and on the mobile Internet, there was a significant effect. Almost one in every four participants stated that they
had seen advertising from Leibniz (23.2 percent) – that is 70.6 percent
more than in the control group. This result supports the thesis that a
combination of online and mobile media leads to significantly better
campaign recall after contact has been established.
Results: Aided and unaided recall
Question: “And for which biscuit or waffle products have you seen, read or heard any advertising recently?”
50 %
42.6 %
40 %
37.9 %
32.3 %
30 %
23.2 %
20 %
13.6 %
(also) placed on mobile
sites seems particu-
36.5 %
14.6 %
14.6 %
10 %
larly well-suited to
stimulating the user to
0%
consider the advertised product in greater
depth.
Control group
Unaided recall (Leibniz)
Online only group
Aided recall (“Leibniz Choco Crunchy”)
Mobile only group
Cross-media group
Case figures: Control n=848, Online n=672, Mobile n=410, Cross-media n=112 / Control n=424, Online n=356,
Mobile n=214, Cross-media n=61
29
STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK
This assumption is also clearly underlined by the result of aided
The third activation item is aimed at the willingness of the consumers
advertising recall. A comparison between the test groups and the
to recommend the product. In the control group, almost one in five
control group showed impressively once again that the cross-media
participants showed such willingness (18.8 percent), whereby the
contact group demonstrated the strongest impact on advertising
online-only contact only marginally influenced their willingness (19.0
recall. For instance, 42.6 percent of the participants who had seen
percent). The desired boost only comes after contact with advertising
the Leibniz Choco Crunchy advertisement on both the Internet and
on a mobile device – a total of 27.8 percent of the participants would
on mobile devices remembered the campaign. This corresponds to an
recommend “Leibniz Choco Crunchy”, which is 47.9 percent more
increase of 31.9 percent for the cross-media group compared to the
than before. The cross-media group also clearly benefited from the
control group (32.3 percent). An examination of the single-medium
mobile contacts, because here too the willingness increased to almost
contact groups also shows a positive effect in each case, with the
27 percent: a gain of 43.1 percent.
effects of the mobile contacts (+17.3 percent) being slightly greater
than that of the online contacts (+13.0 percent).
The complete study can be downloaded as a PDF from our website
at www.bvdw.org.
Call to Action
Results: Call to Action
The reception of the
The Leibniz brand also opens up a strong activation potential for the
Question: “How probable is it that you...?”
mobile campaign en-
related products. For instance, almost 40 percent of the participants
sures that the user will
in the control group stated that they would also try other products
experience a particu-
from Leibniz. It was not possible to increase this value through online
larly strong activation
contacts alone, but mobile contacts influence the attitude of the
impulse.
participants significantly. For instance, almost one in two participants
... would search for detailed information about the advertised
one contact with the mobile campaign (+23.4 percent). Thanks to this
product.product.
driver, the cross-media group is also far superior to the control and
brand can benefit from spill-over effects of mobile advertising.
37.7 %
from Leibniz.
could imagine trying other products from Leibniz after having at least
online-only group. This shows how other products under an umbrella
39.3 %
... would also try other products
... would recommend Leibniz
Choco Crunchy to your friends or
48.5 %
46.2 %
18.8 %
21.0 %
23.7 %
26.9 %
18.8 %
19.0 %
27.8 %
26.9 %
acquaintances.
The probability that the participants will search for detailed information about the advertised product is also influenced positively by the
branding campaign. Compared to the control group (18.8 percent),
the positive response of the online-only group stood at 21 percent
(+11.7 percent) and of the mobile-only group at as high as 23.7 percent (+26.1 percent). In the cross-media group, though, the positive
response also climbed to 26.9 percent (+43.1 percent), so that the
synergy effects bore fruit once again.
Control group
Online only group
Mobile only group
Cross-media group
(Top two boxes); Case figures: Control n=356, Online n=310, Mobile n=194, Cross-media n=52 (sub-group of previous non-buyers)
31
CIRClE OF ONlINE MARKETERS (OVK) IN ThE BVDW
CIRClE OF ONlINE MARKETERS (OVK)
uNITS AND lABS IN ThE OVK
The OVK creates
The Circle of Online Marketers (OVK) is the central body of
The OVK comprises four units: the Ad Technology Standards
standards and
online marketers in Germany. Nineteen of the largest German
unit, the Market Statistics unit, the Targeting unit and the Market
transparency.
online marketers have come together under the umbrella of the
Research unit. The units have experts from the relevant specialist
German Association for the Digital Economy (BVDW) to steadily
areas working with them.
raise the profi le of online advertising. The Association‘s primary
Continuous
aims are to increase market transparency and planning reliability as
The Ad Technology Standards unit is the main body for developing
optimisation of market
well as to draw up standardisation and quality assurance measures
the standards for promotional products. These standards are used
development
for the online marketing sector as a whole.
by all members of the OVK and serve as a guide for the whole online
advertising sector. The aim is to make the production and delivery
To this end, the OVK works continuously to standardise advertising
of online campaigns easier and to make the going-live process run
formats and the processes which can help to make the production,
smoothly. These standards are being continuously extended and
delivery and monitoring of online campaigns easier. These standards
adapted to market requirements; they are published on the website
are constantly being extended in due consideration of changing
www.werbeformen.org. The unit is also concerned with optimising
market requirements.
the business processes relevant to booking, monitoring ad servers
and assessing new technologies.
The OVK also implements key projects such as conferences,
studies and development measures. The organisation is involved
The primary tasks of the Market Statistics unit include gathering and
with national and international bodies for the further development
analysing market data. The data can be used for orientation purposes
of the sector.
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 crossmarketer studies.
The fine Arts of digital Media
Bundesverband Digitale Wirtschaft (BVDW) e.V.
32
Bundesverband
Digitale Wirtschaft (BVDW) e.V.
The BVDW is the organisation that represents the interests of
companies in the fields of interactive marketing, digital content and
interactive added value.
The BVDW has interdisciplinary roots, and therefore has a comprehensive overview of the issues facing the digital industry.
It has taken on the task of making the efficiency and the benefits of
digital media transparent, thus promoting their use in the economy as
a whole, in society, and in government.
BVDW is engaged in continuous dialogue with politicians, the media
and other interest groups, and supports the dynamic development of
the sector in a results-oriented, practical and effective way.
The BVDW sees its role as being to bring together the skills of all its
members, and combine them with the defined values and principles of
the Association.
We are the Internet.
33
WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) e.V.
With “internet facts” and
“mobile facts”, AGOF delivers digital
currency for the German market
The role of the Working Group on Online Research (AGOF) is to
ensure transparency and practical standards in the research of online
media offerings, remaining independent of the interests of individuals. It does this by compiling the requisite performance indicators
in a close interchange with the market and makes these indicators
available in relevant studies; it performs this role not only for the
conventional Internet, but also for other segments of digital media.
The leading German marketers represented in AGOF are organised
into sections for this purpose and together with their market partners, they forge ahead in their respective segments with the planning,
provision and further development of market reach research and
planning parameters.
With its market media study “internet facts” and the Unique User
The AGOF market media
(UU) performance indicator contained therein, AGOF has establis-
studies enable market-
hed the currency of consistent Internet reach as the basis for Inter-
oriented planning of digital
net media planning in the market by transferring the reach section
media based on conventio-
and submitting it to the methodological authority of ag.ma. The stu-
nal standards.
dy itself, of which the section on reach also appears as “ma Online”
on agma, is published by the Internet section of AGOF. “internet
facts” shows data on structure and reach for over 750 Internet
media offerings 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 media offerings 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 in it –
Unique Mobile Users (UMU) – in the medium term as the reach
currency in mobile media planning.
ONLINE MEDIA PLANNING WITH AGOF
34
Comprehensive services for
online media planning and online
marketing
The AGOF Academy
The process to gradually reduce the processing period for creating
is extending its range
studies in “internet facts”, which was launched in summer 2012, has
of services due to
been completed successfully. “internet facts” will now be made availa-
considerable demand.
ble approximately six weeks after the end of a data survey, so that the
market partners will now have a basis for their planning even more
promptly. This quicker reporting will be made possible through the
appropriate optimisation of all existing work processes.
The AGOF Academy offers all kinds of training opportunities with
its wide range of courses. As well as the training courses on using
the TOP tool for online media planning – at beginner, advanced and
professional level – and the various seminars on handling the AGOF
data, the Academy has extended its range of seminars for the mobile
market. Thanks to a much larger staff of trainers and four locations
(Frankfurt, Munich, Hamburg and Berlin), it is now possible to offer
great flexibility and individuality for the customers.
The Academy will be celebrating its fifth anniversary in 2013 and
The current programme of seminars
can be downloaded
from www.agof.de/
akademie.
can look back proudly on considerable success: its trainers are now
deployed on every second working day. At 40 percent, agencies represent the largest target group, followed by marketers, students and
advertisers. Since the Academy was founded, 1,530 seminar places
have been taken up. Apart from running conventional seminars, the
Academy is also continuously developing its presence at universities
and specialist trade shows.
The seminars are subject to a charge and are open to anyone
interested. They can also be requested as in-house training seminars
Further details
if required.
and ordering options
can be found at
AGOF‘s analysis and planning program TOP allows market partners
www.agof.de/top
to access the different survey rounds in “internet facts” as well as
“mobile facts”.
35
NOTES ON THE AGOF METHOD
The three-pillar model of AGOF
“internet facts”
There are basically three different methods used to collect data for
AGOF uses the three-
“internet facts” – technical measurement of usage, on-site surveys
pillar model to gather
and telephone surveys of representative samples of the population –
data on reach and
which is where the name “three-pillar model” comes from. The three
structure for Inter-
different acquisition methods ensure that the complexity of Internet
net media offerings.
usage is sufficiently taken into account and at the same time that all the
With its market media
necessary data for the subsequent planning data set is collected.
study “internet facts”
and the Unique User
Using AGOF‘s three-pillar model, the requisite information is gained
performance indicator
gradually and then linked together. As part of the technical measure-
identified in it, AGOF
ments the usage of individual computers (unique clients) is studied. In
has established the de
the next step, the on-site survey provides information about the users
facto currency for on-
working on the computers. And the representative sample of the
line reach as the basis
resident German population questioned in the telephone survey esta-
for online planning in
blishes the relationship between Internet users and the population as
the market.
a whole. Only by combining all three pillars is it possible to determine
data on reach and structure of online media offerings and their advertising slots reliably and in detail. The unique clients are converted into
Unique Users and then enriched by additional structure and market
data, before being given a representative weighting.
The multi-method approach adopted by AGOF allows the reach and
structures for online sites and their advertising slots to be identified,
and the combination of technical values and survey data, as well as
flexibility in adapting them to the dynamic changes of the online market,
meets all the requirements of a market standard.
The data from the three columns is eventually combined to form the
“internet facts” data set known as the analysis data set. This can be
counted and is available for online media planning under the auspices of
the AGOF TOP evaluation and planning tool. Because of adjustments
to the studies (including the extension of the basic population) the data
from “internet facts 2010-I” 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
Qualitative features
Unlike other data acquisition methods, the OVK‘s online advertising
instead of crawler
statistics do not rely on so-called ‘crawler statistics’, so the qualitative
statistics
properties in particular of online advertising campaigns, such as targeting, CPC dealings or advertising in password-protected areas, can be
illustrated more accurately. The calculation of gross advertising volume in conventional online advertising is based on the online advertising statistics from Nielsen Media Research. These in turn are based
on postings from a group of marketers (currently 24) who report on
a monthly basis their gross advertising expenditure as recorded in
accounts systems and ad servers.
All the data is evaluated with reference to the applicable price lists
and the media performances achieved. This approach enables direct
comparisons to be made with printed adverts in other types of media
that are covered by the Nielsen advertising statistics; the printed
adverts are likewise evaluated gross. Altogether, around 75 percent of
the conventional online advertising market is covered by the Nielsen
online advertising statistics. To enable a picture to be formed of the
entire online advertising market, this data is extrapolated and the
volumes of advertising from other sectors are added in.
The BVDW calculates turnover figures for search term marketing and
affiliate networks in cooperation with leading providers. Search term
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.
Sector definitions
Conventional online advertising includes what are referred to as
Display ads, special
display ads, which are made up of banner, skyscraper, rectangle or
advertising formats,
wallpaper ads. It also includes all moving image advertising within
search term marketing
conventional online advertising and the integration of advertisers‘
and affiliate marketing
content on online media offerings. Sponsorship, microsites and
multimedia content are all examples. Charges for advertising are
generally based on the Cost Per Lead (CPL).
Search term marketing refers to search terms to which a charge
applies. Here, advertisers pay for a specified position to include their
link in the display area of popular search engines. The advertiser
decides on the search terms and corresponding links. Charges apply
based on the number of clicks (CPC).
There are numerous websites – numbers often run into the hundreds –
with a less impressive reach (so-called affiliates) and on which advertising is included; these are known as affiliate networks. Unlike conventional online advertising, but in line with search term marketing, charges
are generally levied based on the number of clicks. Charges may also
be based on the number of sales achieved as a result of (and definitively
attributable to) online advertising.
PUBLISHING INFORMATION
38
OVK Online-Report 2013/01
Place and date of publication
Düsseldorf, 13 March 2013
Publisher
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57
40212 Düsseldorf, Germany
Telefon: 0211 600456-0
Telefax: 0211 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
Online-Vermarkterkreis (OVK) im BVDW
Carola Lopez, Fachgruppenmanagerin, Referentin Marktforschung
E-mail: [email protected]
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).
Published by
In co-operation with
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57 | 40212 Düsseldorf
Tel 0211 600456-0 | Fax 0211 600456-33
[email protected] | www.bvdw.org