OVK ONLINE- REPORT 2014/01

OVK ONLINEREPORT
2014/01
Overview of figures and trends
ud
eation s t
r
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K
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O
2013
y
CONTENTS
3
Foreword
4
Method change
6
Comparative study of online advertising
8
Monthly development of net advertising investment
10
Online advertising according to sector
11
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 regarding advertising
22
Opinion formers and multipliers
23
Trendsetters
24
OVK Creation study 2013
25
Circle of Online Marketers (OVK) in the BVDW
30
The Bundesverband Digitale Wirtschaft e.V. – German Association for the Digital
32
Economy (BVDW)
The Arbeitsgemeinschaft Online Forschung (AGOF) e.V. – Working Group for Online
33
Media Research (AGOF)
Online media planning and more 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,
For 2013 the net advertising spending on online and mobile display ads
comes to €1.32 billion. This corresponds to an increase of 9.3 percent
compared to the previous year and illustrates the uninterrupted rele-
Starting with this OVK Online-Report we will be offering you a more
vance of digital communication. Advertisers value the large bandwidth
transparent picture of the online advertising market by using the
of online advertising formats and the associated options for interactive
PWC (Pricewaterhouse-Coopers) reports extrapolated on to the
dialogue with target groups as a firm component in their communica-
German market – and so presenting for the first time the net spen-
tions strategy.
ding on digital display advertising (online and mobile). This means we
Paul Mudter,
are meeting the demands made for years by market partners to make
In view of the positive market dynamics, the OVK also assumes incre-
the OVK online advertising statistics reflect the media and advertising
asing net investment in digital display advertising for the current year
market as realistically as possible.
2014. With the assumed growth rate of 8.4 percent, the net advertising volume this year would amount to €1.43 billion, a new record.
Chairman of the Circle
of Online Marketers
At the same time, these new OVK advertising statistics raise the pro-
With the growing spending on display advertising, the demand from
(OVK) in the BVDW
file of the Circle of Online Marketers (OVK) in the German Associa-
advertisers and agencies for comprehensive evidence of the adverti-
tion for the Digital Economy (BVDW), as we are now concentrating
sing impact obtained and for optimisation approaches has increased at
exclusively on our original core business of display advertising and
the same time. For this reason, the OVK has as part of its study “The
have stopped showing search and affiliate sales.
Power of Creation” addressed a central problem in this connection:
What is the significance of creation in advertising success? The inve-
In order to maintain the validity of the OVK advertising statistics and
stigation is currently the largest German study on awareness and the
obtain a retrospective view of current results, in addition to showing
impact of creation in the online area. The main results of the study are
the net advertising investment in 2013 for digital display advertising
present on pages 25 to 29.
(online and mobile) we have also calculated the 2012 spending retrospectively on a net basis in exactly the same way as the forecast for
We hope you enjoy reading the OVK Online-Report 2014/01.
the current year 2014 is based on net figures. Only individual trends,
such as the ranking of advertising investment by format and industry,
will continue to be covered in the OVK Online-Report by the existing
Paul Mudter
Nielsen data, as data of this granularity does not (yet) exist on a net
Chairman of the Circle of Online Marketers (OVK) within the BVDW
data basis. Moreover, when considering the trends the relationship
between the individual industries and formats is more relevant than
the absolute sales.
7
METHOD CHANGE
EXPLANATIONS OF NEW
METHODOLOGY IN THE OVK ONLINE
ADVERTISING STATISTICS
One consequence of this change is that the new online advertising
market figures (net) are no longer comparable with the previous
reports (gross). Links and comparisons in any form – “before-after“
comparisons, comparisons of increases or decreases in printed adverts on a quarterly or annual basis, etc., are factually incorrect and
Showing the net spen-
The Circle of Online Marketers (OVK) intends to reflect the current
ding on digital display
media and advertising market in the OVK online advertising statistics.
advertising ensures
This can only be achieved by continuously adapting the statistics to
Only individual trends, such as the ranking of advertising investment
greater transparency.
match changing circumstances in the market.
by format and industry, will continue to be covered in the OVK
consequently inadmissible.
Online-Report by the existing Nielsen data, as such net data of this
The advertising investment in digital display advertising will therefore
be shown on the extrapolated PWC basis (Pricewaterhouse Coopers) with immediate effect. The PWC statistics contain the monthly
reports from all OVK marketers on the net advertising expenditure
generated from digital display advertising on marketed online and mobile advertisers. This includes the net advertising expenditure for all
income that resulted in an accounting transaction with the marketing
companies.
The net figures reported to PWC for digital display advertising (online
and mobile) are extrapolated in the next step to represent the entire
German market (including agency commissions). The data do not contain any search results or technical sales (e.g. ad servers). They simply
state the sales revenue generated in Germany.
The portrayal of search and affiliate sales in the OVK online advertising statistics has been dropped as part of the change. The new OVK
advertising statistics focussing solely on the overall digital display
advertising (online and mobile) also represent a raising of the profile
of the OVK.
granularity does not (yet) exist in the PWC report.
9
COMPAR ATIVE STUDY OF ONLINE ADVERTISING
STABLE GROWTH FOR NET SPENDING
IN DIGITAL DISPLAY ADVERTISING
In 2013 the net volume
With the change in presentation of the advertising investment, the
for digital display
OVK advertising statistics will in future concentrate on digital display
advertising (online and
advertising, while the portrayal of search and affiliate sales will be
mobile) amounted to a
dropped. The spending is extrapolated for the entire market in
total of €1.32 billion.
Germany on the basis of the net figures for digital display advertising
(online and mobile) reported via PWC. For a better arrangement,
the new basis for the data will come into effect not just for the past
year 2013, but also for the previous year 2012. Further information on
the mobile advertising market figures can be found in the latest MAC
report 2014/01.
The net volume for digital display advertising (online and mobile) last
The importance of digital display advertising is due principally to the
advantages of digital communication specific to the medium: Target
group dialogue can be conducted interactively and without media
discontinuity, optimum campaign targeting is ensured by comprehensive planning data and the possibility of optimising campaigns at any
time. Transparent tracking tools also facilitate detailed analysis and
cost control.
Advertising effect research to accompany the campaigns furthermore
documents successes and its advertising impact indicators help with
rating the campaign and the direction to be taken by future planning.
Further optimisation approaches are provided by studies such as the
current OVK study “The Power of Creation”, which gives practical
design tips for a sustained boost to the potential of online advertising
media – further details can be found as from page 25 of this report.
year was €1.32 billion. This figure shows the real sales revenue, and
for the first time the OVK statistics show the actual volume of the online advertising market. The net spending on digital display advertising
OVK advertising statistics for total digital display advertising from 2012 to 2013,
with a forecast for 2014
rose by €112 million compared to the previous year, corresponding
to growth of 9.3 percent – proof of the growing importance of the
Internet as an advertising medium.
1.450
1.430 (+8.4 %)
1.400
In view of the uninterrupted strong demand for digital display adver-
1.350
tisings, the Circle of Online Marketers is assuming a similarly positive
1.300
1.319 (+9.3 %)
outlook for 2014. Taking the starting level into account, the OVK
forecasts continued stable growth of 8.4 for the display advertising
market in 2014. This would bring the net volume of Internet advertising up to €1.43 billion.
1.250
1.200
1.207
1.150
1.100
1.050
OVK statistics for 2012
OVK statistics for 2013
OVK statistics for 2014
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: OVK report
(extrapolation of the net figures reported to PWC for digital display advertising (online and mobile) on the total market
(including commission)) / data for the German market in €m
10
MONTHLY DEVELOPMENT OF NET ADVERTISING INVESTMENT
MONTHLY INVESTMENTS IN DIGITAL
DISPLAY ADVERTISING CONTINUE TO
INCREASE AT A HIGH LEVEL
In 2013 the monthly
The chart showing the net advertising investment and consequently
net spending broke the
the more valid illustration of market conditions shows the high
€100 million barrier in
importance of digital display advertising and the high demand for
eight months and was
this form of advertising unchanged on a month-by-month basis.
only just below it in the
following two months,
Compared to the previous year, the monthly net advertising invest-
thereby exceeding the
ment in 2013 was higher in every month with one exception. A new
previous year‘s level in
record was set each month in the traditionally strong fourth quarter
almost every month.
in particular, until the top monthly value for the whole of the past
year was achieved in December at €136.0 million.
CONVENTIONAL ONLINE ADVERTISING
IS IN DEMAND IN ALL INDUSTRIES
As stated at the outset in this report, individual trends, such as the
Classic online adverti-
ranking of advertising investment by industry, will continue to be
sing belongs to the me-
covered by the existing Nielsen data, as data of this granularity does
dia mix in all industries,
not exist in the PWC report. The following advertising spendings are
and the share for the
therefore gross values.
majority of the industrial sectors considered
The analysis of the gross spending on online advertising in 2013 by
industry sector shows that advertisers in all industries value the wide
variety of options in conventional online advertising as an important
component in their communication mix. At the same time, the target
group potential represented on the Web (see also page 21) make the
Internet an increasingly-important advertising platform for companies
from every branch of industry.
Monthly development of net advertising investment in digital display advertising overall
When compared with each other, the different industries show different degrees of strength in their commitment to online advertising.
112.0
106.5
117.6
135.6
136.0
miscellaneous advertising – this includes charitable organisations and
corporate advertising. With 42.0 percent, more than four out of ten
euros are spent on conventional online advertising. In the financial
sector, the online share of the media mix with 18.3 percent accounts
91.4
93.3
103.1
113.0
for almost one fifth of the total. In the automotive industry (14.9
78.8
102.1
111.7
110.1
101.0
114.0
81.4
80
93.4
77.9
82.5
100
89.2
86.3
120
125.8
131.8
130.9
By far the highest online share in the media mix comes in the field of
140
percent), the services sector (14.8 percent), the tourism and catering
industry (13.6 percent) and the telecommunications industry (13.5
60
percent) too, the proportion of online advertising in the media mix
is already in the two-figure range as a percentage. Only for four of
40
the top 10 industries – namely retailing and mail order, personal care,
20
food and media – does the advertising investment in conventional on-
0
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
line advertising still remain in the single-figure range as a percentage.
2012
77.9
89.2
101.0
93.4
102.1
103.1
81.4
78.8
106.5
112.0
125.8
135.6
€ million
2013
82.5
86.3
114.0
110.1
111.7
113.0
93.3
91.4
117.6
130.9
131.8
136.0
€ million
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: OVK report
(extrapolation of the net figures reported to PWC for digital display advertising (online and mobile) on the total market
(including commission)) / data for the German market in €m
11
ONLINE ADVERTISING ACCORDING TO SECTOR
was in double digits.
12
ONLINE ADVERTISING ACCORDING TO SECTOR
In terms of absolute online advertising investment, the miscellaneous
advertising sector takes first place with €602 million gross. The automotive industry (€330 million) and the services sector (€321 million)
both spend more than 300 million online. The retail and mail order
13
TOP 10 ONLINE ADVERTISING FORMATS
MAC-ANBIETERÜBERSICHT
WALLPAPER IS BY FAR AND AWAY THE
MOST POPULAR ONLINE ADVERTISING
FORMAT
industry (€242 million) and the financial sector (€240 million) both
break the €200 million barrier. The gross advertising investments in
The ranking of the top 10 online advertising formats for 2013 remains
Advertisers value
online advertising by the media, telecommunications, personal care,
based on gross advertising investment. Generously-sized presentation
generously-sized
and tourism and catering industries are still in the three-figure range.
areas are in demand: With €393 million, wallpaper holds first place
presentation areas
Only the food industry with its online investments of €99 million is
among the top 10 advertising formats in 2013 by a wide margin, having
with enough space
slightly below this level.
attracted more than €34 million than in the previous year. Next
for complicated adver-
comes the banner with €276 million, which is €104 million more than
tising messages.
Overall both absolute spending and its share of the respective media
in 2012 and the highest-ranking absolute growth. The ad bundle in
mix shows that advertisers from all industries are using the Internet
third place showed the second largest growth with an increase of €82
as an advertising platform as a matter of course, and the digitisation of
million, totalling €263 million last year.
communication has arrived in every branch of industry.
Overall, only three of the top 10 advertising formats last year were below
the €100 million mark, and six formats – the pre-roll, rectangle and halfAdvertising investment in online advertising analysed by area of business for 2013 (top 10)
0
20
40 Miscellaneous advertising
60 %
42.0 %
Automotive market
Services
Retail and mail order
240
18.3 %
Personal care
Medium rectangle
193
4.5 %
Telecommunications
7.8 %
Food
5.1 %
0
182
13.5 %
Rectangle
158
Microsite
200
127
94
84
Leaderboard
72
48
Halfpage Ad
99
100
146
Skyscraper
139
13.6 %
Tourism and catering
173
300
400
500
600
700 m
Values in millions of euro
Values as a percentage of online share of the media mix
Source: Nielsen Media Research (Online Advertising, data valid as of January 2014). Data for the German market in millions of euro
in millions of euros
2012
0
50
393
276
181
Ad bundle
Pre-roll
Finance
Media
172
Banner
242
8.6 %
359
Wallpaper
321
14.8 %
Top 10 online advertising formats
602
330
14.9 %
page ad in addition to the three mentioned already – recorded real growth.
263
234
180
179
117
120
123
70
100
150
200
250
300
350
400
450 m
2013
Source: Nielsen Media Research (Online Advertising, data valid as of January 2014). As the marketers SONSTIGE, HI-MEDIA
and EBAY (in part) do not provide data at advertising slot level, they have not been included. Data for the German market in
millions of euro
14
TRENDS IN ONLINE ADVERTISING FORMATS
SPENDING ON ONLINE MOVING IMAGE
ADVERTISING STOOD AT 305 MILLION
EUROS IN 2013
The gross investment
The top 3 online moving image advertising formats are pre-roll,
in moving image for-
mid-roll and post-roll. Pre-roll accounted for the majority of gross
mats increased by 28
spending in 2013 with €234 million, an increase of 35.3 percent or
percent compared to
€61 million compared to the previous year. The gross investment
the previous year, an
for mid-roll almost doubled between 2012 and 2013, and now
indication of its growing
amounts to €52 million. The picture is similar for post-roll, albeit
importance amongst
at a lower level, which accounted for €7 million gross last year, an
advertisers.
increase of 75 percent.
15
REACH OF THE INTERNET IN GERMANY
MAC-ANBIETERÜBERSICHT
OVER 55 MILLION GERMANS ARE
INTERNET USERS
Since autumn last year, “internet facts” has included teenagers
The basic population
between 10 and 13, and expanding the basic population taken into
of “internet facts” now
consideration to the resident German-speaking population over 10
covers over 73 million
years of age. This group consists of 73.36 million people. 76 percent
persons after the
of this basic population, some 55.77 million people, used the Net in
expansion to include
the reporting period of “internet facts”. The widest group of users
teenagers between 10
(WNK, people who used the Internet within the last three months)
and 13.
covered 75.1% of the population, equating to 55.09 million people.
The expansion of the basic population shows how teenagers today
grow up with the Internet as a matter of course. The 10 to 19-year
olds are virtually fully represented in the Web. The percentage of
non-users amongst 20- to 39-year olds is also in the low single-figure
range. Among 40 to 49-year olds, nine out of ten are on the Internet;
while among 50 to 59-year olds the figure is three-quarters. Even
among the over 60s, around four out of ten are online, although this
group still registers the highest share of non-users compared to the
Top 3 online moving image advertising formats (in millions of euros)
other age groups.
173
Pre-Roll
Online penetration by age group
234
100
28
Mid-Roll
4.1
1.7
2.0
3.8
11.1
22.4
80
52
60.5
60
95.9
Post-Roll
98.3
98.0
96.2
40
4
7
88.9
77.6
20
39.5
0
in millions of euros 0
2012
50
100
150
200
250
300 m
2013
Source: Nielsen Media Research (Online Advertising, data valid as of January 2014). As the marketers SONSTIGE, HI-MEDIA
and EBAY (in part) do not provide data at advertising slot level, they have not been taken into account. Data for the German
market in millions of euro
10–13
14–19
20–29
Internet users (WNK)/Other Internet users
30–39
40–49
50–59
60+ years old
Non-Internet users
Example: 95.9% of 10 to 13-year olds are Internet users (WNK and other users) and 4.1% of 10 to 13-year olds are non-Internet
users. / Based on: 106,770 cases (Internet users from the age of 10 in the last three months)/387 cases (other Internet users)/10,435
cases (non-Internet users) / Data in %//as a percentage / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
16
REACH
OF MOBILE INTERNET IN GERMANY
MAC-ANBIETERÜBERSICHT
ALMOST FOUR OUT OF TEN GERMANS
ARE MOBILE USERS
“mobile facts 2013-II”
According to AGOF mobile facts 2013-II, 26.68 million adults from
provides data on the
the age of 14 years are Mobile Users. This means that 37.9 percent
reach and structure
of the German-speaking resident population from the age of 14 have
for 89 mobile-enabled
accessed a mobile-enabled website or a mobile app in the one-
websites and 105
month survey period. The mobile Internet therefore continues its
applications from 18
advance unabated. It has become indispensable for over 38 percent
marketers.
of users, whether they use it as intensively as the landline Internet
or even more frequently. This user behaviour simultaneously under-
Internet-enabled smart-
lines the growing importance of the mobile as a communication and
phones are used for a
advertising platform.
variety of purposes,
17
REACH OF THE OVK MARKETERS
REACH OF THE OVK MARKETERS
“internet facts” reports the net reach of the marketers operating
“internet facts 2013-11”
together in AGOF. The table below shows the net reach of the mar-
includes data from a
keters organised in OVK based on the advertising media compiled
total of 58 marketers.
in internet facts 2013-11. A marketer‘s net reach does not always
include their entire portfolio.
Net reach of OVK online marketers (alphabetical)
Average month September – November
Reach in % (based on
Marketer
Internet users from the last
Net reach in millions
three months)
of unique users
including communi-
At present, the mobile Internet is still being used predominantly by
cations, searches and
men and relatively young target audiences: 55.3 percent of mobile
Axel Springer Media Impact
57.8
31.83
information, banking
users are men, and 68.4 percent are aged between 20 and 49 years.
BAUER MEDIA
14.2 7.84
transactions and
The level of education of mobile users is also above-average, with 38.1
purchases.
percent having passed school-leaving exams. And with 68.9 percent,
the broad majority of mobile users are in full employment, with 36.3
percent of users having a monthly net household income of €3,000.
Mobile users in Germany
Unique Mobile Users and app
users in the last 30 days:
Total population:
70.33 million**
Mobile phone users:
63.18 million**
26.68 million*
Example: 26.68 million persons from the age of 14 years are mobile users, that is, 37.9 percent of the German-speaking resident population from the age of 14 has accessed a mobile-enabled website or a mobile app within the last 30 days. Based on: * 34,892 cases
or ** 112,028 cases / German-speaking resident population in Germany from 14 years / Data in millions Source: AGOF e.V. / * AGOF
mobile facts 2013-II or ** internet facts 2013-07 / Data for the German market
eBay Advertising Group Germany
49.0 26.98
G+J Electronic Media Sales 40.1
22.09
Hi-Media Deutschland 28.8
15.87
InteractiveMedia CCSP 65.2
35.92
IP Deutschland 48.6
26.78
iq digital
32.6
17.95
MAIRDUMONT MEDIA
17.5
9.62
Microsoft Advertising
14.1
7.77
10.55
netpoint media 19.1 OMS
46.325.50
SevenOne Media 51.5
28.36
SPIEGEL QC
27.0
14.87
TOMORROW FOCUS MEDIA
50.1
27.62
Unister Media 16.7 9.21
United Internet Media 51.8
28.52
Yahoo! Germany
29.3
16.14
Number of Unique Users (in millions) and percentage for an average month in the period under investigation – September to
November 2013 / Based on: 106,770 cases (Internet users from the age of 10 in the last three months) / Source: AGOF e.V./
internet facts 2013-11 / 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 ADVERTISERS
AVERAGE WEEKLY REACH OF THE
TOP 20 ONLINE ADVERTISING MEDIA
Apart from data on
“internet facts 2013-11” provides data on reach and structure for
Amongst the online sites by reach in an average week, eBay.de is in
In addition to data on
reach and structure,
772 online advertisers and 3,888 advertising slots.
first place with 13.84 million Unique Users (25.1 percent), followed
the average month
by T-Online (13.55 million or 24.6 percent) and WEB.DE (8.16 milli-
and the average week,
“internet facts” also
contains key data
The league table of websites according to their reach in an average
on or 14.8 percent); gutefrage.net (7.07 million or 12.8 percent) and
“internet facts” also
about Internet use,
month is headed by T-Online with 26.24 million Unique Users (47.6
GMX (6.68 million or 12.1 percent) occupy fourth and fifth places
provides data about
target audiences and
percent), followed by eBay.de (25.65 million or 46.6%) and gutefrage.
respectively.
individual months and
e-commerce.
net (17.99 million unique users or 32.7%). Fourth and fifth places are
individual days in the
occupied by WEB.DE.de (14.34 million or 26.0%) and BILD.de (13.99
reporting period.
million or 25.4%).
AGOF ranking of the top 20 online advertisers in Germany in an average month
AGOF ranking of the top 20 online media offerings in Germany in an average week
T-Online
26.24
eBay.de
25.65
gutefrage.net
17.99
WEB.DE
14.34
BILD.de
13.99
eBay.de
T-Online
WEB.DE
gutefrage.net
8.16
7.07
GMX
6.68
CHIP Online
13.82
BILD.de
computerbild.de
13.63
SPIEGEL ONLINE
GMX
11.75
6.62
5.27
CHIP Online
5.16
11.38
Yahoo! Germany
5.10
SPIEGEL ONLINE
11.37
computerbild.de
Yahoo! Germany
11.19
CHEFKOCH.de
CHEFKOCH.de
DasTelefonbuch.de
10.38
FOCUS Online
9.70
4.98
4.01
MSN
3.83
wetter.com
3.66
RTL.de
9.14
RTL.de
3.55
DIE WELT
9.04
FOCUS Online
3.45
8.92
DasÖrtliche
wetter.com
meinestadt.de
DasTelefonbuch.de
3.25
8.55
DIE WELT
3.21
8.44
DasÖrtliche
2.84
Süddeutsche.de
7.38
mobile.de
2.83
Glam Vertical
7.35
Süddeutsche.de
2.71
Unique users in millions 0
1 2 3 4
5
6
7
8
9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27
Number of Unique Users (in millions) for an average month in the period under investigation – September to November 2013 /
Based on: 106,770 cases (Internet users from the age of 10 in the last three months) / Source: AGOF e.V./ internet facts 2013-11
/ Data for the German market
Unique users in millions 0
13.84
13.55
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Number of Unique Users (in millions) for an average week in the period under investigation – September to November 2013 /
Based on: 106,770 cases (Internet users from the age of 10 in the last three months) / Source: AGOF e.V./ internet facts 2013-11
/ Data for the German market
20
ONLINE
ACTIVITIES OF INTERNET USERS
MAC-ANBIETERÜBERSICHT
21
OVERVIEW OF POTENTIAL CUSTOMERS TO REACH ONLINE BY SECTOR
THE WIDE RANGE OF INTERNET
USES REFLECTS THE DIVERSITY OF
THE DIGITAL WORLD
LATEST POTENTIAL VIEWED BY SECTOR
BASED ON “INTERNET FACTS 2013-11”
Communication,
As part of internet facts, Internet users from the age of 14 were
of 14 (WNK) to be found on the Internet for specific sectors visible.
information and
asked about a total of 22 topics and main areas of use. Sending and
transactions – the wide
receiving private e-mails and using search engines came top with
variety of main areas of
over 80 percent of the list of services used at least occasionally.
use is evidence of how
They were followed by online advertising offers, online shopping, in-
firmly the Internet has
ternational news, regional or local news, and online banking. Other
become established in
main areas of use focused on useful areas such as product test
people‘s daily lives.
results or communication services such as communities and fora.
The AGOF sector analyses make potential customers from the age
Sector potentials for prospective customers looking for information online and for online purchasers;
based on widest group of online users (WNK): 52.22 million Unique Users from the age of 14
Internet users in %
Information Shopping
81.3
55.1
76.9
58.9
65.8
48.7
54.9
22.7
45.3
13.9
43.1
24.1
42.5
26.1
27.4
12.0
26.4
8.3
20.9
6.6
Travel sector
Entertainment sector
Fashion sector
Entertainment electronics sector
A look at the user structures within the individual areas of emphasis
Automotive sector
reveals certain gender-specific preferences: the great majority of
Cosmetics sector
users of sports results/reports, flirting and dating, test results, blogs
Computer sector
and international news is male, whereas users of services such as
horoscopes, celebrities, families and children, food, drink, leisure
and employment sites are predominantly female.
Unique users in millions
FMCG food and beverages sector
Insurance sector
Finance sector
Online information gathering
0
10
20
30
40
50
60
70
80
90
42.43
28.79
40.16
30.74
34.36
25.43
28.66
11.83
23.64
7.27
22.50
12.56
22.17
13.64
14.29
6.28
13.81
4.31
10.91
3.44
100 % m
Online purchases
Main areas of use – top 10
Example: 81.3% of Internet users from the age of 14, which equates to 42.43 million Unique Users, have gone online at least
once in the past to find information on travel products. /// Based on: 101,343 cases (Internet from the age of 14 users over the
last three months) / “For which of the following products have you ever used the Internet to look for information?” / “Have
you bought any of the following products over the Internet in the past twelve months?” / Data expressed as a percentage and
in millions of Unique Users / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
Sending and receiving personal e-mails
86.5
Search engines
85.6
The products studied in the context of the relevant sector analysis can be subdivided as follows:
Weather
73.1
Travel: Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips
Online shopping
71.5
International news
71.5
Entertainment: Computer and video games, tickets, films on DVDs/videos/Bluray, music CDs, chargeable music/films
to from the Internet
Regional or local news
65.2
Online banking
58.4
Test results
44.3
Communities and fora
41.6
Eating, drinking and leisure
41.3
0
25
50
75
100
Values in %
Example: 85.6% of all Internet users from the age of 14 (WNK) use search engines at least occasionally. / Based on: 101,343
cases (Internet users from the age of 14 in the last three months) / “How often do you use the following sources of information
or offers: frequently, occasionally, rarely or never?” / Top-two box shows frequent or occasional usage / Data in percent / Top
10 shown from a total of 22 subjects / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
Entertainment electronics: flat-screen TVs, DVD or Bluray players/recorders and/or hard-disk recorders,
home cinema/surround-sound systems, digital cameras, navigation systems
Fashion: ladies‘ or gents‘ clothing, footwear
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, body care, haircare or dental care products
Insurance: Health insurance, life assurance and private pension schemes, other insurance such as car,
household or indemnity insurance
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, loans
22
OPEN-MINDEDNESS REGARDING ADVERTISING
23
OPINION FORMERS AND MULTIPLIERS
MAC-ANBIETERÜBERSICHT
INTERNET USERS VALUE ADVERTISING
AND BRANDED GOODS
ALMOST 17 MILLION INTERNET USERS SEE
THEMSELVES AS LEADERS IN DISCUSSIONS
More than four in every
23.04 million people, which equates to 44.1 percent of Internet users
As well as the open-mindedness for advertising and branded goods,
About one-third of
ten Internet users
from the age of 14, have more frequently become aware of interesting
many Internet users have another characteristic that makes them
Internet users from the
consider themselves
products or new ideas through advertising. This means that young users
valuable for advertisers as opinion formers and multipliers: Almost
age of 14 take the lead
to be open-minded
in particular aged between 14 and 29 with 51.4 percent, and women
every third Internet user (32.1 percent) from the age of 14 claims
in discussions.
towards advertising and
with 45.9 percent, demonstrate above-average susceptibility to Internet
usually to take the lead in discussions – which equates to 16.74
are very interested in
advertising messages. At 44.7 percent, the 30 to 49 age group is slightly
million people. This means that these users frequently influence the
its content.
above the figure for Internet users as a whole, while men come in just
opinions of their friends and acquaintances and make recommenda-
below at 42.6 percent of Internet users. Just under four out of ten In-
tions to them about buying or using products – an effect that can be
ternet users over 50 (37.3 percent) are stimulated by online advertising.
of long-term benefit to branded companies.
The overall high level of open-mindedness regarding advertising,
14 to 29-year olds are the group most likely to take the lead with
together with the pronounced brand consciousness of Internet users,
40.9 percent, followed by men with 34.2 percent. The 30 to 49-year
underlines the high branding potential of online campaigns. For ex-
olds, with 31.7 percent, are slightly below the level of Internet users
ample, more than half (56.8 percent) of Internet users are convinced
overall, while women and the over-50s are somewhat more reserved
that branded goods are generally of a higher quality and four out
in discussions, with 29.7 and 25.1 percent respectively.
of ten (40.8 percent) voluntarily mention brands where purchasing
security is concerned.
Open-mindedness regarding advertising
Discussion leadership
Advertising has more frequently drawn my attention to interesting products or new ideas.
I usually take the lead in discussions.
Widest group of Internet users (WNK)
44.1 %
Widest group of Internet users (WNK)
Men
42.6 %
Men
Aged 30 to 49
10
20
31.7 %
Aged 50 and over
37.3 %
0
40.9 %
Aged 30 to 49
44.7 %
Aged 50 and over
29.7 %
Aged 14 to 29
51.4 %
Aged 14 to 29
34.2 %
Women
45.9 %
Women
32.1 %
30
40
50
60 %
Example: 44.1% of all Internet users from the age of 14 (WNK) have more frequently become aware of interesting products or new
ideas through advertising. / Based on: 101,343 cases (Internet users from the age of 14 over the last three months) / The top-two box
is absolutely or predominantly correct. / Values in % / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
25.1 %
0
10
20
30
40 %
Example: 32.1% of all Internet users from the age of 14 (WNK) are usually the leaders in discussions. Based on: 101,343 cases
(Internet users from the age of 14 over the last three months) / The top-two box is absolutely or predominantly correct. /
Values in % / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
24
TRENDSETTERS
MAC-ANBIETERÜBERSICHT
ALMOST 12 MILLION INTERNET USERS
LIKE TRYING OUT NEW TECHNOLOGY
Roughly a quarter of
Another characteristic of Internet users from the age of 14 is their
Internet users from
interest in new things – with 22.8 percent, almost a quarter of them
the age of 14 are what
are known amongst their acquaintances as being the first to try
are called first movers
out new technology. This means that 11.91 million can be regarded
when it comes to using
as first movers when it comes to using new technological develop-
new technology.
ments. This applies particularly to the 14 to 29-year olds and to
men, who with 30.6 and 29.4 percent respectively are well above the
general level for Internet users. The 30 to 49-year olds and the 50year olds, with 20.2 and 19.4 percent respectively, are slightly below
the level of all Internet users, while women with 15.1 percent turn
out to be clearly below average as technical trailblazers.
THE POWER OF CREATION
How must online advertising be created to have the optimum effect?
The OVK study “The
The OVK study “The Power of Creation” of the Circle of Online
Power of Creation” un-
Marketers (OVK) addresses this central problem. This is currently
derlines the importance
the largest and most comprehensive study to examine the awareness
of creation for success-
and impact of online display creations in the German market.
ful advertising and is
currently the largest
The study shows the objective and numerical significance of crea-
German study to
tion of standard advertising material in the online field, and within
examine awareness and
the examined attributes provides a design “corridor” to effectively
the impact of creation
boost the potential of online marketing activities.
in the online area.
Creation here is defined as that aspect of an advertising medium
that relates to the degree of freedom with respect to design and
The low level of anxiety regarding new technologies on the part
of many Internet users makes them particularly open-minded to
new products or unusual development – a factor that advertisers in
completely disparate industries can turn to their advantage in their
online communication.
content that can be utilised regardless of technical or legal restrictions. In other words it deals with the design flexibility that exists
regardless of the product, price and media plan. In concrete terms
it comprises the layout, placement, size, colour and use of individual
elements, as well as the length and prevailing mood applied to an
advertising medium.
The study is divided into two parts methodologically: The first
part consists of the results of a live study with 100 Internet users
Open-minded to new technologies
between 25 and 45 years old to measure the awareness components
I am often one of the first in my circle of acquaintances to try out new technologies.
Widest group of Internet users (WNK)
of four different standard display advertisements on nine premium
websites by means of eye tracking. Eye contact with the advertising
22.8 %
Men
medium and its duration were recorded. This part of the study
29.4 %
Women
focussed on 1,850 live advertising contacts with 365 creations from
15.5 %
334 brands.
Aged 14 to 29
30.6 %
Aged 30 to 49
20.2 %
Aged 50 and over
19.4 %
0
5
10
The data from the second part of the study came from a benchmark
analysis of over 270 studies and 40,000 interviewees on the advertising impact of standard display advertising media as regards rating,
15
20
25
30 %
Example: 22.8% of all Internet users from the age of 14 (WNK) are often the first among their acquaintances to try out new
technologies. / Based on: 101,343 cases (Internet users from the age of 14 over the last three months) / The top-two box is
absolutely or predominantly correct. / Values in % / Source: AGOF e.V./ internet facts 2013-11 / Data for the German market
25
OVK CREATION STUDY 2013
creativity, memory, image, incentive to buy, message and attraction.
27
OVK CREATION STUDY 2013
THE QUALITY OF THE CREATION IS
OFTEN CRITICAL FOR ITS SUCCESS
CREATION QUALITY HAS A POSITIVE IMPACT ON
CENTRAL ADVERTISING IMPACT INDICATORS
47.3 percent of the
The central results of the study for the first time provide concrete
The length of time for which a standard display advertising medium
The length of time
awareness of digital
figures showing the immense importance of creation for the success
is viewed is also almost one-third (30.1 percent) determined by the
a standard display
campaigns is due to the
of online advertising. The study analysed the role of creation in
creation factor. The result of the study show that a high-quality crea-
advertising medium
creation factor.
standard advertising media with respect to two central elements
tion can increase the duration of the user‘s eye contact by a factor
is viewed is 30-per
of awareness – eye contact and length of viewing. In order to analyse
of up to six (5.8 times). This extended viewing time is critical for
cent dependent on the
the effect of attentiveness without the risk of confounding variables,
awareness of online display format advertisements and therefore for
quality of the creation
formal conditions such as the form of advertising (standard display
campaign success, as the consumer spends significantly longer on the
and can be increased up
advertising medium) and environment (premium websites) were kept
advertising medium and therefore absorbs the message for longer. As
to sixfold by the use of
constant and statistically controlled.
well as the quality of the creation of an advertising medium, individual
a high-quality approach,
personal characteristics of the viewer are also important during the
and a consumer‘s
viewing time, as the figure of 32.8 percent shows.
inclination to buy can
Just under half (47.3 percent) of the likelihood of digital campaigns
being perceived in premium advertising environments is due to
be doubled by a high-
the creation factor. Individual characteristics of the viewer play
A well-made creation not only holds the user‘s attention on it for
a subordinate role with only 10.7 percent. This means that the
longer, but also has positive effects on the central advertising impact
design of the advertising medium plays a critical part in determining
indicators. Overall, an increase in the total impact of 62 percent was
whether eye contact is made with the advertising medium or not.
found, which is reflected above all in the impact dimensions of rating
quality creation.
(+54 percent), image (+56 percent) and incentive to buy (+93 percent).
Whether an advertising medium will be viewed at all depends very much on its creation.
How long an advertising medium was viewed was one-third dependent on the creation itself.
Share of explanations in %
Share of explanations in %
Creation
Creation
47.3 %
30.1 %
Eye contact with the
Length of viewing of
advertising medium
the advertising medium
(in %)
(in ms)
Person
Person
10.7 %
32.8 %
Basis for data: 1,850 advertising contacts, 365 creations, 9 domains, 4 formats; controlled for influence of format and environment
Basis for data: 1,850 advertising contacts, 365 creations, 9 domains, 4 formats; controlled for influence of format and environment
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: Power of Creation Study 2013
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: Power of Creation Study 2013
29
OVK CREATION STUDY 2013
SUCCESS FACTORS FOR WELL-MADE
CREATIONS
CREATIVITY IN DISPLAY ADVERTISING IS
WORTH IT
Clear tips for designing
The second part of the study uses benchmark analysis to determine
The overall rating of an advertisement increases as the number of
In order to make the
well-made creations
the most important creation elements for a positive overall impact
brand elements increases, with the impact dimensions of impact, ra-
greatest possible use
can be drawn from
of display advertising. The OVK study therefore provides important
ting and attention most strongly associated with the number of brand
of the potential impact
these findings.
insights into the design “corridor” for a lasting creation optimisation
elements used. However, this does not mean simply displaying the
of online advertising,
in order to increase ad awareness and impact in online campaigns.
logo frequently, but rather integrating the various brand elements into
greater emphasis must
the story of the creation by means of products and good slogans.
be placed in future on
They cannot provide
a 100-percent set
One central aspect for a positive impact is a clear storyline that
of instructions for a
quickly and succinctly conveys the advertising message with high-
However, stills used online in the same way as in print ads, the
quality of the advertising
perfect online creation,
quality visuals. Other factors contributing to success are well-mat-
use of too many colours, long and elaborate rotations and a text
medium.
however, as this always
ched animation effects and a properly-explained product presenta-
information overload were all found to be counterproductive to the
involves the new,
tion with the right key visuals, including the use of surprise effects
advertising impact. The use of teasers resulted in a poorer rating in
the unique and the
and actors. For example, drawn or animated figures increase the
most cases as well. Only the use of prizes had a positive effect at all
surprising.
overall rating enormously. Showing friends leads to the best impact
levels. Deadlines also showed a positive effect sometimes – in parti-
overall, while pictures of couples generate the strongest attraction
cular, they increased attentiveness due to the underlying psychologi-
and communicate the campaign message best.
cal principle of scarcity.
focusing on the creation
SUMMARY
Which attributes have the most influence?
The results of the OVK study “The Power of Creation” show that
Storyline
Animation
far too little attention is being paid at the moment to the design
Branding
General tone
Product presentation Number of brand elements
of the content and form of online advertising. The study shows
Teasers
Colour
Text/picture
Relationship between actors
unequivocally that creation is a key element for the success of online
Product placement
Logo placement and logo size
campaigns. However, it also shows that advertisers must focus
Surprise
Originality
Length
Product
Actors
Key visuals
Visuals
Claim
Degree of elaboration
Use of humour
High quality
far more on well-made digital creation in conjunction with other
factors, such as the importance, form and environment of individual
advertisements in order to achieve a high degree of attentiveness
and impact with online advertising.
Strength of influence on the performance of a creation
Source: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: Power of Creation Study 2013
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 on-
Four units make up the OVK: the Ad Technology Standards unit, the
standards and
line marketers in Germany. Nineteen of the largest German online
Market Figures unit, the Mobile Advertising (MAC) Unit and the Ad-
transparency.
marketers have come together under the umbrella of the BVDW
vertising Impact and Market Research unit. The units have experts
(Bundesverband Digitale Wirtschaft e.V. or German Association for
from the relevant specialist areas working with them.
the Digital Economy) to steadily raise the profile of online advertising.
optimisation of market
The Association‘s primary aims are to increase market transparency
The Ad Technology Standards unit is the main body for developing
and planning reliability as well as to draw up standardisation and quali-
the standards for promotional products. These standards are to be
ty assurance measures for the online marketing sector as a whole.
enforced by all members of the OVK and serve as a guide for the
whole online advertising sector. The aim is to make the production
To this end, the OVK works continuously to standardise advertising
and delivery of online campaigns easier and to make the going-live
formats and the processes which can help to make the production,
process run smoothly. These standards are constantly being exten-
delivery and monitoring of online campaigns easier. These standards
ded and adapted to the needs of the market. The Unit works on the
are constantly being extended in due consideration of changing
best solution for the German market while working closely with
market requirements.
international bodies and associations.
The OVK also implements key projects such as conferences, studies
One of the main jobs of the Market Figures Unit is the collection
and development measures. The organisation is involved with national
and evaluation of market fi gures. The data can be used for orientati-
and international bodies for the further development of the sector.
on purposes and also indicates trends and areas with potential. This
unit works very closely with companies and organisations such as
Nielsen Media Research and the AGOF.
The Advertising Impact and Market Research unit was conceived in
order to develop and jointly analyse wider studies relating to more
than just an individual marketer. The experts in this circle also work
on models for qualitative performance indicators and on ideas for
standards in cross-marketer studies.
The Mobile Advertising Unit (MAC) is the successor to the Mobile
Advertising Circle (MAC). This project group was set up to take
account of the specifi c interests of network operators, mobile
marketers, operators of mobile platforms and online marketers with
mobile units.
The fine Arts of digital Media
Continuous
development
BUNDESVERBAND DIGITALE WIRTSCHAFT (BVDW) e.V.
32
BUNDESVERBAND
DIGITALE WIRTSCHAFT (BVDW) e.V.
The BVDW is the organisation that represents the interests of
companies in the field 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, thereby 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
THE WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) E.V.
WITH “INTERNET FACTS” AND “MOBILE
FACTS”, AGOF DELIVERS DIGITAL CURRENCY
FOR THE GERMAN MARKET
The role of the Working Group on Online Research (AGOF) is to
ensure transparency and practical standards in the research of online
media offerings, remaining independent of the interests of individuals. It does this by compiling the requisite performance indicators in
collaboration with the market and makes these indicators available in
relevant studies – and it performs this role not only for the conventional Internet, but also for other digital media segments. The leading
German marketers represented in AGOF are organised into sections
for this purpose and together with their market partners, they forge
ahead in their respective segments with the planning, provision and
further development of market reach research and planning parameters.
With its market media study “internet facts” and the unique user
The AGOF market
(UU) performance indicator contained therein, AGOF has established
media studies enable
the currency of consistent Internet reach as the basis for Internet me-
market-oriented planning
dia planning in the market by transferring the reach section and sub-
of digital media based on
mitting it to the methodological authority of “agma” (Arbeitsgemein-
conventional standards.
schaft Media-Analyse e.V.). The study 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. The study publishes planning
data about mobile reach and the structure of mobile products, thereby supporting the further establishment of the mobile reach currency.
In this way “mobile facts” has already reached the level of a standard
for mobile reach comparable in significance and quality to “internet
facts” in the online field.
ONLINE MEDIA PLANNING AND MORE WITH AGOF
34
THE AGOF BRAND FAMILY OFFERS A WIDE
RANGE OF ONLINE MEDIA PLANNING
AND ONLINE MARKETING SERVICES
The “connect” Web service is an IT solution suitable for industries
and media and intended to simplify communication and data transfer
As well as its market-
between marketers and agencies. Information required for booking
media studies and the
online advertising can be interrogated, exchanged and integrated
TOP planning tool,
directly in the agency systems over a central interface. The interdisci-
AGOF provides the
plinary Web service is complemented by a database which keeps price
“connect” Web service
lists, discount modalities, bookable advertising media and advertising
for the automation and
slots ready. “connect” was designed and developed by AGOF and the
standardisation of on-
Circle of Online Marketers (OVK) in the BVDW.
line booking processes
in conjunction with the
Further information and a registration facility for marketers and
OVK.
agencies can be found at www.agof.de/connect/.
The AGOF Academy is a logical extension of AGOF‘s market-oriented activities. The aim is to provide the knowledge associated with the
use of TOP, AGOF‘s market media studies and online media planning
to all market partners.
The AGOF Academy
is a logical extension
The continuous and further training programme was relaunched for
of AGOF‘s market-
2014 and considerably expanded. The well-liked seminars on the use
oriented activities. The
of the TOP evaluation and planning tool will now be offered at three
aim is to provide the
different levels (basic, advanced, professional) with the emphasis on
knowledge associated
“Digital media planning” or “Marketing digital media services”, with
with the use of TOP,
immediate effect.
AGOF‘s market media
studies and online
Completely new further training courses on the advertising market,
media planning to all
media management and marketing will be offered. Other highlights are
market partners.
the training courses available for the first time this year on basic selling, self and stress management, and sales approaches to customers.
The complete seminar matrix can be found at
www.agof.de/seminarinhalte/.
35
NOTES ON THE AGOF METHOD
VALID REACH AND STRUCTURE DATA
THANKS TO MULTI-METHOD APPROACH
AGOF supply data and performance indicators on various sectors
With its market media
within the digital economy as a basis for high-quality online media
studies, internet facts
planning, e.g. for the (conventional) Internet and for mobiles.
and mobile facts, AGOF
provides a compre-
The AGOF studies make a decisive contribution in establishing the
hensive data base for
respective digital advertising media in the media mix, as they make
all market partners in
the performance figures of the online advertising media comparable
the digital advertising
and therefore provide a valid planning basis. All the performance
market.
indicators for the websites participating in the AGOF measurement
and its subcategories, known as the advertising slots, are available and
The data records of
enable online advertising to be planning using comparable standards
internet facts and mo-
to conventional advertising.
bile facts are available
within AGOF‘s TOP
The methodological basis of internet facts is a three-pillar model,
evaluation and planning
with technical measurement of usage (grass-roots survey) at its
tool.
centre supplemented by an on-site questionnaire and a telephone
survey amongst a representative sample of the population – hence
the term “three-pillar model”. Only when all three pillars interact
is it possible to determine data on reach and structure of online
advertisers. The three pillars are linked together in an innovative
way for this. A detailed description of the method can be found at:
www.agof.de/methode-internet/
The methodological basis of mobile facts for a measurement suitable
for media combines three survey approaches: a technical measurement,
a panel survey, and preset elements from AGOF internet facts representative of the population. This methodological model delivers – taking
into account methodological requirements and economic restrictions –
the greatest possible data depth at the present time and meets the high
validity requirements of reliable mobile media planning. In so doing, it
combines the advantages of (incorruptible) technical measurement and
fruitful personal data collection (panel survey) with the modern analysis
methods of market research. A detailed description of the method can
be found at: www.agof.de/methode-mobile/
37
NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS
CALCULATIONS OF NET AND GROSS
ADVERTISING SPENDING
PWC reports and
The advertising investment in digital display advertising will from 2014
Nielsen data as the
be shown on an extrapolated PWC basis (as is the case for the MAC
data basis
report as well). For this, the net figures reported via PWC for digital
display advertising (online and mobile) are extrapolated for the overall
German market (including commissions). The presentation of search
and affiliate sales will be dropped for 2014.
Individual trends (ranking of advertising investment by format and
industry) will continue to be covered in the OVK report by the
existing Nielsen data, as such data of this granularity does not exist
in the PWC report.
The calculation of gross advertising volume in conventional online
advertising is based on the online advertising statistics from Nielsen.
This in turn is currently based on reports from 23 marketers who
every month register the gross advertising spending recorded in the
accounting systems and ad servers – i.e. the data are not based on
so-called crawler statistics, so that qualitative attributes in particular of online advertising campaigns such as targeting, CPC business
or advertising in password-protected areas can be illustrated more
accurately.
All the data is evaluated gross with reference to the applicable price
lists and the media performances achieved. This approach enables
direct comparisons to be made with printed adverts in other types
of media that are covered by the Nielsen advertising statistics; the
printed adverts are likewise evaluated gross.
DEFINITION OF THE SEGMENTS
The OVK advertising revenues are based on an extrapolation of the
Advertising revenues,
net figures for digital display advertising (online and mobile) reported
online display adver-
via PWC for the entire market (including commissions). The data do
tising, mobile display
not contain any search results or technical sales (e.g. ad servers). The
advertising
data only state the sales revenue generated in Germany.
Display advertising is a form on online advertising in which an
advertiser‘s campaign is displayed on a website using graphical
advertising formats (display ads). Display ads can contain text,
graphics, video and audio information. All advertising revenues
(by the definition given above) that are not allocated to the mobile
category are counted as part of this category.
Advertising revenues are allocated to the mobile category if a provider recognition for mobile access is present (e.g. mobile-enabled
websites, mobile apps). Recognition is effected by including a mobile
tag, sensor or library. In addition, at least one of the following criteria must be met: potential mobile advertising media present according to the MMA and IAB definition, mobile domain, e.g. m, mobile,
wap, and separate preparation of the content for display on mobile
end devices.
PUBLISHING INFORMATION
38
OVK ONLINE-REPORT 2014/01
Place and date of publication
Düsseldorf, April 2014
Publisher
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57
40212 Düsseldorf
Telefon: 0211 600456-0
Telefax: 0211 600456-33
E-Mail: [email protected]
Internet: www.bvdw.org
Directors
Christoph N. v. Dellingshausen
Tanja Feller
President
Matthias Ehrlich
Vice-Presidents
Harald R. Fortmann, Achim Himmelreich, Ulrich Kramer, Burkhard Leimbrock
Contact
Online-Vermarkterkreis (OVK) im BVDW
Katharina Brandt, Leiterin Digital Marketing
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 consent from BVDW or the relevant
copyright owner (third party).
Published by
In co-operation with
Bundesverband Digitale Wirtschaft (BVDW) e.V.
Berliner Allee 57 | 40212 Düsseldorf
Tel 0211 600456-0 | Fax 0211 600456-33
[email protected] | www.bvdw.org