OVK ONLINE- REPORT 2013/01

Transcription

1 OVK ONLINE- REPORT 2013/01 Overview of figures and trends Exclusive results of the Leibniz Choco Crunchy study

2 CONTENTS 3 Foreword Comparative study of online advertising Online advertising according to sector Monthly development of gross advertising investment Top 10 online advertising formats Trends in online advertising formats Reach of the Internet in Germany Reach of mobile Internet in Germany Reach of the OVK marketers Reach of online media in an average month Reach of online media in an average week Online activities of Internet users Overview of potential customers to reach online by sector Open-mindedness to advertising Brand awareness Study of advertising effects of digital cross media by MAC and OVK Circle of Online Marketers (OVK) in the BVDW Bundesverband Digitale Wirtschaft e.v. Working Group for Online Media Research (AGOF) e.v. Online media planning with AGOF Notes on the AGOF method Notes on the methodology of the OVK advertising statistics Publishing information

3 Foreword 5 Dear readers, Paul Mudter, Chairman of the OVK The ongoing digitalisation of the media landscape was reflected again in 2012 in increasing online advertising sales. Moreover, the willingness of advertisers to invest even exceeded the forecast from the beginning of the year. After the growth forecast was raised by one percentage point to 12 percent in the summer following the positive performance in the first six months, the OVK advertising statistics at year-end 2012 even registered growth of +13 percent. 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 advertising volume of 6.47 billion euros. With a current share of 21.8 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. In view of the positive market dynamics, the Circle of Online Marketers (OVK) in the BVDW again anticipates an increase in online advertising investment in Assuming the forecast growth rate of 11 percent, the gross advertising volume would exceed the 7 billion-euro barrier for the first time ever in 2013, and so would emphasise once again the growing relevance of online advertising. We hope you enjoy reading the OVK Online Report 2013/01. Paul Mudter Chairman of the Circle of Online Marketers (OVK) 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.

4 COMPARATIVE STUDY OF ONLINE ADVERTISING 7 In 2012, the online advertising market set a new record with a total value of 6.47 billion euros, which once again confirmed its great relevance. Online advertising investments pass far beyond the 6 billion-euro mark in 2012 The online advertising market in Germany did not show any signs of an economic slowdown in 2012, and in fact it grew once again: The gross advertising volume for conventional online advertising, search term marketing and affiliate networks reached 6.47 billion euros, its highest-ever level, and so achieved a growth rate of 13 percent compared to the previous year. It is not possible to compare with the years before 2011 due to an adjustment in the methods applied, in which new assessment conventions were introduced for the Performance Campaigns sub-segment. This is clearly shown in the graphics through appropriate labelling. OVK advertising statistics 2010 to 2012 with forecasts for 2013 in million euros by segments (methodological breakdown 2011) Million euros (+11 %) (+7 %) (+13%) (+26 %) (+10 %) (+10 %) (+10 %) 374 (+10 %) (+10 %) (+15 %) (+11 %) (+12 %) (+15 %) (+35 %) OVK statistics 2010 OVK statistics 2011 OVK statistics 2012 OVK forecast 2013 In a comparison of the individual segments, conventional online advertising continued to account for the majority of gross investments in 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 to an absolute gain of 489 million euros. Search term marketing is ranked in second place with advertising investments worth 2.28 billion euros and a growth rate of 10 percent compared to Affiliate networks came third in the ranking with an identical growth rate of 10 percent, corresponding to 411 million euros. In view of the ongoing, strong performance of the online advertising market, the Circle of Online Marketers anticipates a positive growth rate again in Taking the currently extremely high starting point into account, the OVK predicts moderate growth of 11 percent for the overall online advertising market for In that case, the gross advertising volume of Internet advertising would stand at over 7 billion euros in The Circle anticipates the strongest growth and the largest spending volume with over 12 percent and a total of 4.23 billion euros in the segment of conventional online advertising. 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 anticipated for affiliate networks. If the forecast volume of 7.18 billion euros for 2013 is achieved, the online advertising market would have grown by approximately 25 percent since 2011, which corresponds to a gain in gross advertising investments of 1.44 billion euros impressive proof of the relevance of the Internet as a media offering. Affiliate networks m Search term marketing m Conventional online advertising m 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

5 COMPARATIVE STUDY OF ONLINE ADVERTISING 9 With a share of 21.8 percent, the Internet occupies second place behind TV and so underlines its significant role in the communications mix. Over a fifth of the gross advertising pie is attributed to online advertising In 2012 over a fifth of gross advertising investments with a share of 21.8 percent was attributed to the Internet. As a result, the online medium extended its share by 2.2 percentage points in the past year and consolidated its strong position in the media mix. At the same time, the Internet gained further ground on the leading 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 The shares of the advertising media in third and fourth places, namely newspapers (17 percent) and magazines (12 percent), declined from the levels of the previous year. The delta with regard to the Internet increased correspondingly, as newspapers fell back by 4.8 percentage points and consumer publications by 9.8 percentage points. The shares for radio, posters and trade publications are all in the single-figure percentage range. The composition of the gross advertising pie for 2012 reflects the 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 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. 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 brand dimensions in individual media channels. Such knowledge about the generated effect permits an accurate cost-benefit analysis of the invested budget and in particular strengthens the trust of the market partners in digital channels. Forecast for the gross advertising pie as a time comparison 100 % 75 % 50 % 25 % 0% 4.4 % 12.8 % 18.5 % 5.0 % 38.0 % 19.6 % 1.4 % Trade publications Posters Consumer publications Newspapers 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 4.4 % 12.0 % 17.0 % 5.2 % 38.2 % 21.8 % 1.4 % Radio TV Internet

6 ONLINE ADVERTISING ACCORDING TO SECTOR 11 The Internet has established itself in more and more sectors as an indispensable component of the relevant marketing strategies: in seven out of ten of the business sectors under review, the share of conventional online advertising in the media mix is in the two-figure range. All sectors rely on conventional online advertising Conventional online advertising is in demand across all sectors the differentiated options for communication, information and transactions and the target-group potential represented on the Web for all business fields (see also page 21 of this report) make the Internet a relevant advertising platform for many companies. Nevertheless, online commitment varies from sector to sector: while several sectors have already invested a considerable proportion of their budgets in conventional online advertising and so give the Internet a central role in their communication concepts, such a significant expansion of the online budgets is still pending in other business fields. 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 advertising. The share of 39.3 percent means that four out of every ten euros are spent on conventional online advertising. In the financial and telecommunications sectors, the online share of the media mix stands at 18.3 percent and 17.2 percent respectively, or almost one 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), Advertising investment in conventional online advertising analysed by area of business for the whole of % Miscellaneous advertising 507,9 39,3 Services 15,7 320,7 Automotive 13,3 311,5 Retail and mail order Finance 10,7 299,6 239,7 18,3 Telecommunications 204,0 17,2 Media 3,9 173,9 Personal care 7,6 148,0 Tourism and catering 134,8 13,4 Food 4,9 95, m Values in millions of euros Values as a percentage of online share of the media mix Based on the top 10 business areas Source: Nielsen (data valid as of January 2013) /// Data for the German market 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.

7 MONTHLY DEVELOPMENT OF GROSS ADVERTISING INVESTMENT 12 TOP 10 ONLINE ADVERTISING FORMATS 13 Monthly investments in conventi- Demand for large-scale formats onal online advertising continue continues unabated In 2012, the monthly spending in each of a total of seven months stood above the 300 million-euro mark; the fourth quarter was the strongest once again. to increase at a high level The gross advertising investment in conventional online advertising in 2012 was again far above the 300 million-euro mark in March, May, June and September following the strong final quarter of In the traditionally strong fourth quarter, too, a new record was set each month, until the top monthly value of the whole of the past year was set in December at million euros. 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 million euros. As in the previous year, the wallpaper ad claimed first place in 2012 in the ranking of the top 10 online advertising formats based on gross advertising investment, with million euros. It was followed by the medium rectangle and the skyscraper formats, each with million euros. The ad bundle (183.6 million euros), the banner (180.7 million euros) and the pre-roll (174.9 million euros) all achieved similar investment levels. The leaderboard and microsite options also registered spending in the three-figure million range. The rectangle stood just below the 100 million-euro mark, and the field was rounded off by the in-text advertisements. The ranking of the top 10 advertising formats for the past year clearly reflects the unabated demand in advertisers for generously sized presentation areas. Advertisers appreciate the generous presentation formats that permit the eye-catching presentation of branding campaigns and that can also communicate complex advertising messages with their range of multimedia options. Monthly development of gross advertising investment in conventional online advertising in millions of euros Top 10 advertising formats based on gross advertising investments for the whole of Million euros ,0 240,7 221,9 267,8 273,3 309,7 248,5 295,3 271,5 321,7 278,9 321,4 251,3 285,8 246,7 284,3 274,2 344,4 314,8 363,9 341,4 360,6 345,3 379,3 Wallpaper Medium rectangle Skyscraper Ad bundle Banner Pre-roll Leaderboard Microsite 129,3 120,2 189,3 189,3 183,6 180,7 174,9 374,3 0 Rectangle 96,4 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. In-text 67, ,0 240,7 221,9 267,8 273,3 309,7 248,5 295,3 271,5 321,7 278,9 321,4 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 251,3 285,8 246,7 384,3 274,2 344,4 314,8 363,9 341,4 360,6 345,3 379,3 m m in millions of euros 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

8 Mac-Anbieterübersicht TRENDS IN ONLINE ADVERTISING FORMATS 14 REACH OF THE INTERNET IN GERMANY 15 Spending on moving image Over 50 million Germans are advertising stood at million Internet users Compared to the previous year, gross investment in moving image formats increased by 23 percent to million euros. euros in 2012 Once again, moving image advertising benefited considerably in 2012 from the interest of advertisers in large-scale and thus eye-catching advertising formats. A total of million euros were invested in in-page and in-stream formats in the past year, representing a growth of 23 percent, or 44.9 million euros more than in In view of 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. 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. The relevant reach of the Internet in Germany is documented once again in internet facts : 73.7 percent of Germans, that is million people, used the Net in the reporting period. The basic population is the German-speaking resident population in Germany over 14 years of age; this equates to million people. The widest group of users (WNK; people who used the Internet within the last three months) constituted 72.4 percent of the population, equating to 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 Internet: Among 14- to 39-year olds, the proportion of Internet users is well over the 90 percent mark, while among 40 to 49 year 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. The Internet has established itself across all generations as a medium that is used as a matter of course. Development of moving image advertising formats from 2008 to 2012 in millions of euros (methodological breakdown in 2011) Online penetration by age group ,7 (+98 %) 33,1 (+159 %) 85,7 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 195,3 (+23 %) 240, ,7 3,5 4,1 97,3 96,5 95, Years Internet users (WNK)/other Internet users 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 /// Data for the German market 12,2 87,8 24,0 76,0 63,3 36,7

9 Mac-Anbieterübersicht REACH OF MOBILE INTERNET IN GERMANY 16 REACH OF THE OVK MARKETERS 17 Almost one in three Germans REACH OF THE OVK MARKETERS is a Unique Mobile User internet facts reports the net reach of the marketers operating internet facts Data on the reach and structure for 72 mobile-enabled websites and 102 applica- According to AGOF mobile facts 2012-II, million adults from the age of 14 years are Unique Mobile Users (UMU). This means that 30.3 percent of the German-speaking resident population from the age of 14 have accessed a mobile-enabled website or a mobile app in the together in AGOF. The table below shows the net reach of the marketers organised in OVK based on the marketer s offerings compiled in internet facts A marketer s net reach does not always include their entire portfolio. includes data from a total of 63 marketers. 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 mobile facts 2012-II. the mobile Internet as a communication and advertising platform has become much more significant. Net reach of OVK online marketers (sorted alphabetically) At present, the mobile Internet is still being used predominantly by men and relatively young target audiences: 58.0 percent of Unique Mobile 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 s. Moreover, almost two-thirds use social networks and over half listen to music or play games. More than four out of ten users use chat rooms and well over one third use location-based services or online banking. In addition, 20 percent of mobile Internet users do their shopping online once a week. The AGOF mobile universe Unique Mobile Users and app users in the last 30 days: Marketer Reach in % (based on Net reach in millions Internet users from the last of Unique Users three months) Axel Springer Media Impact BAUER MEDIA ebay Advertising Group G+J Electronic Media Sales Hi-Media Deutschland InteractiveMedia CCSP IP Deutschland iq digital MAIRDUMONT MEDIA Microsoft Advertising netpoint media OMS Total population: million** Mobile phone users: million** 21,30 million* SevenOne Media SPIEGEL QC TOMORROW FOCUS MEDIA Unister Media United Internet Media Interpretation example: 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 /// Data for the German market Yahoo! Deutschland 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 /// Data for the German market

10 Mac-Anbieterübersicht REACH OF ONLINE MEDIA IN AN AVERAGE MONTH 18 REACH OF ONLINE MEDIA IN AN AVERAGE WEEK 19 Average monthly reach of the top 20 online media offerings Average weekly reaches of the top 20 online media offerings Apart from data on reach and structure, internet facts also contains key data about Internet use, target audiences and e-commerce. internet facts provides data on reach and structure for 756 online media offerings based on their websites and 3,983 advertising slots. In the league table of websites according to their reach in an average month, ebay holds first place with million Unique Users (49.3 percent). It is followed by T-Online (25.01 million Unique Users or 49.2 percent) and gutefrage.net (18.62 million 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). In the ranking of online sites by reach in an average week, ebay.de is in first place with million Unique Users (27.0 percent), followed by T-Online (13.24 million or 26.1 percent) and WEB.DE (8.72 million or 17.2 percent); gutefrage.net (7.54 million or 14.8 percent) and GMX (6.99 million or 13.7 percent) occupy fourth and fifth places respectively. In addition to data on the average month and the average week, internet facts also provides data about individual months and individual days in the reporting period. 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 T-Online gutefrage.net WEB.DE CHIP Online computerbild.de Yahoo! Deutschland BILD.de GMX SPIEGEL ONLINE DasTelefonbuch.de CHEFKOCH.de FOCUS Online RTL.de wetter.com meinestadt.de DIE WELT DasÖrtliche MSN MyVideo ebay.de T-Online WEB.DE gutefrage.net GMX BILD.de Yahoo! Deutschland SPIEGEL ONLINE CHIP Online computerbild.de MSN wetter.com RTL.de CHEFKOCH.de FOCUS Online DasTelefonbuch.de DIE WELT mobile.de Windows Live meinestadt.de Unique Users m in millions 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 /// Data for the German market Unique Users m in millions 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 /// Data for the German market

11 Mac-Anbieterübersicht ONLINE ACTIVITIES OF INTERNET USERS 20 OVERVIEW OF POTENTIAL CUSTOMERS TO REACH ONLINE BY SECTOR 21 The bandwidth of themes used online clearly indicates the wide variety of advertising environments that are possible on the Net. Key usage areas top 10 Sending and receiving private s Research using search engines and website catalogues Weather International news Online shopping Regional or local news Online banking Test results Sports results and reports Eating, drinking and leisure Internet use has become an accepted part of everyday life Whether it be for communication, information or transactions more and more people are turning to the Internet. The most frequent activities include sending and receiving private s (86.1 percent or million Internet users) and searches on search engines or in Web catalogues (83.6 percent, million). The next most frequent activities are the use of weather information (69.9 percent, million) and news about world events (69.2 percent, million). Around two-thirds of Internet users are online shoppers, and over 60 percent access regional or local news. Online banking services are used by well over half of all users. Other popular uses are accessing test and sports results or services relating to food, drink and leisure activities. Other key usage areas are communicative sites such as chatrooms and forums, instant messaging and weblogs/blogs, as well as access to employment, property or dating websites Values in % 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 /// Data for the German market Latest potential viewed by sector based on internet facts The AGOF sector analyses make potential customers to be found on the Internet for specific sectors visible. Sector potential for prospective customers looking for information online and for online purchasers; based on widest group of online users (WNK): million Unique Users Travel sector Entertainment sector Fashion sector Entertainment electronics sector Automotive sector Computer sector Cosmetics sector FMCG food and beverages sector Insurance sector Finance sector Online information gathering Online purchases Interpretation example: 81.4 % of Internet users, which equates to 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 /// Data for the German market The products studied in the context of the relevant sector analysis can be subdivided as follows: Travel: Entertainment: Internet users in % Unique Users in millions Info Purcase % Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips Computer and video games, tickets, films on DVDs/videos, music CDs, music/films to download from the Internet for a charge Entertainment electronics: Flat-screen TVs, DVD players/recorders, 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, bodycare, 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, credit

12 Mac-Anbieterübersicht OPEN-MINDEDNESS TO ADVERTISING 22 BRAND AWARENESS 23 Online advertising awakes the audience s curiosity Over 17 million Internet users set great store by branded products Over 22 million Internet users have frequently become aware of interesting products or new ideas through advertising. More than four in every ten Internet users (44.1 percent, million) consider themselves to be open-minded towards advertising and pay attention to the advertised products or messages. This demonstrates the high branding potential of online advertising. Another advantage is the high interaction potential of online advertising media, which allows a direct customer dialogue without any media discontinuity. For instance, advertisers can provide consumers not only with the actual advertising message but also with additional information and services through selective features and links, or they can even offer them an order option. Many Internet users have a positive feeling about high-quality products and appreciate them. For instance, 58.4 percent (29.70 million) agree with the statement that branded products tend as a rule to be of a higher quality, and over a third of Internet users (34.4 percent) consider branded products to be important; that represents million people. Advertisers can benefit from this attitude to brands and quality when developing and maintaining their brand by addressing extremely high-affinity target audiences with their branding campaigns on the Net. Over a third of Internet users are brand-aware. This applies in particular to men and the over 50s. Women and particularly young users aged between 14 and 29, with 45.8 percent and 52.0 percent respectively, demonstrate aboveaverage susceptibility to Internet advertising messages. The 30 to 49 year-olds, with 44.1 percent, are at roughly the average online user level (WNK), whereas men, with 42.6 percent, are slightly below. Internet users aged over 50 years, at 37.2 percent, tend not to be stimulated so easily by online advertising percent of men set above-average store on branded products, whereas this applies to only 29.7 percent of women. A look at the different age groups clearly shows that the over 50s at 36.2 percent demonstrate the strongest preference for branded products, followed by the 14- to 29-year olds at 35.6%, slightly above the level of the widest group of Internet users (WNK). The 30- to 49-year olds 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) 34.4 % Men 42.6 % Men 38.6 % Women 45.8 % Women 29.7 % Aged 14 to % Aged 14 to % Aged 30 to % Aged 30 to % Aged 50 and over 37.2 % Aged 50 and over 36.2 % % % 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 /// Data for the German market 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 /// Data for the German market

13 BRAND AWARENESS 24 STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK 25 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 out of ten Internet users, a brand provides a sense of security when buying especially among the higher income classes. Internet users are not only brand and quality aware, but over threequarters of users (77.0 percent) are also then willing to pay more for quality showing that they are open-minded towards purchasing more expensive quality products. A further motivation in the purchase of branded products clearly lies in the associated trust: 42.2 percent of Internet users which corresponds to million people specified that brands give them a sense of security when making purchases. A comparison between the sexes shows men at 46.4 percent to be significantly more brand-aware than women (37.7 percent). With regard to the income groups, solvent persons demonstrated a particularly strong need for security when buying: 47.5 percent of them feel safe when buying branded products. In other words, people with higher incomes not only have the necessary purchasing power but are also particularly susceptible to purchasing branded products because of their need for security. The online channel as an advertising medium has now become indispensable in every media plan and more and more advertisers are now also relying on mobile advertising or a combination of both these digital channels. The starting point for such cross-media advertising strategies is the assumption that campaigns that are deployed across various channels will encourage synergies in the communicative effect. However, the effect of advertising on the mobile Internet has not yet been researched in any great depth, particularly with regard to the interaction with conventional online use. For this reason, the crossmarketer study by the Mobile Advertising (MAC) unit at the BVDW analysed in detail for the first time the effect that a combined online and mobile campaign has on the users. The results of this study should help advertisers to exploit the full potential of digital media channels more effectively. The digital cross-media study was supported by the Circle of Online Marketers (OVK) at the BVDW. Cross-market study of the effects of mobile and online advertising for the product launch of Leibniz Choco Crunchy Brand orientation Brands give me a sense of security when buying. Widest group of Internet users (WNK) Men Women HH net purchase price of up to 1,000 euros HH net purchase price from 1,000 to 3,000 euros HH net purchase price of 3,000 euros and higher 42.2 % 46.4 % 37.7 % 36.6 % 40.5 % 47.5 % In order to solve the previous problem facing any measurement of cross-media advertising effects in the online and mobile sectors namely, the linking of the campaign contact details of a user in two independent devices, the computer and the smartphone this study used a multi-level recruitment process and a special technical contact measurement system for the first time. Thanks to these tools, the contacts of the survey participants with the Leibniz cross-media campaign on the online and mobile sites could be assigned and collated clearly. During the subsequent survey, the individual effects and the cross-media effect of the online and mobile advertising aids were subjected to a detailed analysis % 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 /// Data for the German market

14 STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK 27 The central conclusion of the study was that both online and mobile channels already increase the advertising effect of a campaign even when they are used individually, but the crossmedia combination of both channels is most effective because it is here that the strongest effects overall can be observed. Moreover, the study demonstrated a clear activation performance on the mobile channel advertising (also) placed on mobile sites seems particularly well-suited to stimulating the user to consider the advertised product in greater depth. 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 results of the study demonstrate that the campaign was able to influence the factors governing the advertising effects in a positive way. According to this, online and mobile contacts lead overall at a similar level to making the campaign more memorable and to bringing the user closer to the brand than is the case with the control group without any digital campaign contact. The cross-media contact group, i.e. the participants who demonstrably viewed the campaign both online and on mobile sites, registered even higher values with regard to these effect indicators than the online-only and the mobile-only contact group. However, with regard to the activation performance (e.g. the intention to provide information and recommendations) of the campaign, the mobile-only and the cross-media contact group lie ahead of the online-only contact group and the control group among the previous non-buyers. The reception of the campaign on mobile sites therefore stimulates the user particularly strongly, which may be explained by the focused perception of the advertising medium and the dynamic nature of the situation when the advertising is used. Aided and unaided advertising recall Unaided advertising recall shows how great the actual impact of the campaign is and how well it remains anchored in the mindset of a recipient. A slight effect was detected even in the online-only and the mobile-only test groups, as in each case 14.6 percent of the participants remembered the Leibniz campaign. That represents 7.4 percent more in direct comparison with the control group (13.6 percent). In the cross-media group, on the other hand, which had contact with 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 % 40 % 30 % 20 % 10 % 0 % 13.6 % 14.6 % 14.6 % Unaided recall (Leibniz) 23.2 % 32.3 % 36.5 % 37.9 % Aided recall ( Leibniz Choco Crunchy ) Control group Online only group 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 By far the strongest advertising effects were recorded in the crossmedia group, both with regard to aided and unaided advertising recall %

15 STUDY OF ADVERTISING EFFECTS OF DIGITAL CROSS MEDIA BY MAC AND OVK 29 This assumption is also clearly underlined by the result of aided advertising recall. A comparison between the test groups and the control group showed impressively once again that the cross-media contact group demonstrated the strongest impact on advertising recall. For instance, 42.6 percent of the participants who had seen the Leibniz Choco Crunchy advertisement on both the Internet and on mobile devices remembered the campaign. This corresponds to an increase of 31.9 percent for the cross-media group compared to the control group (32.3 percent). An examination of the single-medium contact groups also shows a positive effect in each case, with the effects of the mobile contacts (+17.3 percent) being slightly greater than that of the online contacts (+13.0 percent). The third activation item is aimed at the willingness of the consumers to recommend the product. In the control group, almost one in five participants showed such willingness (18.8 percent), whereby the online-only contact only marginally influenced their willingness (19.0 percent). The desired boost only comes after contact with advertising on a mobile device a total of 27.8 percent of the participants would recommend Leibniz Choco Crunchy, which is 47.9 percent more than before. The cross-media group also clearly benefited from the mobile contacts, because here too the willingness increased to almost 27 percent: a gain of 43.1 percent. The complete study can be downloaded as a PDF from our website at 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 ensures that the user will experience a particularly strong activation related products. For instance, almost 40 percent of the participants in the control group stated that they would also try other products from Leibniz. It was not possible to increase this value through online contacts alone, but mobile contacts influence the attitude of the... would also try other products from Leibniz % 37.7 % 48.5 % 46.2 % impulse. participants significantly. For instance, almost one in two participants could imagine trying other products from Leibniz after having at least one contact with the mobile campaign (+23.4 percent). Thanks to this driver, the cross-media group is also far superior to the control and online-only group. This shows how other products under an umbrella brand can benefit from spill-over effects of mobile advertising.... would search for detailed information about the advertised product.product.... would recommend Leibniz Choco Crunchy to your friends or acquaintances % 21.0 % 23.7 % 26.9 % 18.8 % 19.0 % 27.8 % 26.9 % 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)

16 CIRClE OF ONlINE MARKETERS (OVK) IN ThE BVDW 31 CIRClE OF ONlINE MARKETERS (OVK) units AND labs IN ThE OVK The OVK creates standards and transparency. The Circle of Online Marketers (OVK) is the central body of online marketers in Germany. Nineteen of the largest German online marketers have come together under the umbrella of the German Association for the Digital Economy (BVDW) to steadily raise the profi le of online advertising. The Association s primary aims are to increase market transparency and planning reliability as well as to draw up standardisation and quality assurance measures for the online marketing sector as a whole. To this end, the OVK works continuously to standardise advertising formats and the processes which can help to make the production, delivery and monitoring of online campaigns easier. These standards are constantly being extended in due consideration of changing market requirements. The OVK also implements key projects such as conferences, studies and development measures. The organisation is involved with national and international bodies for the further development of the sector. The OVK comprises four units: the Ad Technology Standards unit, the Market Statistics unit, the Targeting unit and the Market Research unit. The units have experts from the relevant specialist areas working with them. The Ad Technology Standards unit is the main body for developing the standards for promotional products. These standards are used 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 of online campaigns easier and to make the going-live process run smoothly. These standards are being continuously extended and adapted to market requirements; they are published on the website The unit is also concerned with optimising the business processes relevant to booking, monitoring ad servers and assessing new technologies. The primary tasks of the Market Statistics unit include gathering and analysing market data. The data can be used for orientation purposes and also indicates trends and areas with potential. The OVK representatives also support the recording of advertising statistics by Nielsen in this unit. Continuous optimisation of market development The core aim of the Targeting unit is to work actively on awareness and transparency. As well as defi ning 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

17 Bundesverband Digitale Wirtschaft (BVDW) e.v. 32 WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) e.v. 33 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. 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 (UU) performance indicator contained therein, AGOF has established the currency of consistent Internet reach as the basis for Internet media planning in the market by transferring the reach section and submitting it to the methodological authority of ag.ma. 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 AGOF market media studies enable marketoriented planning of digital media based on conventional standards. 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.

18 ONLINE MEDIA PLANNING WITH AGOF 34 NOTES ON THE AGOF METHOD 35 Comprehensive services for The three-pillar model of AGOF online media planning and online internet facts The AGOF Academy is extending its range of services due to considerable demand. The current programme of seminars can be downloaded from akademie. marketing The process to gradually reduce the processing period for creating studies in internet facts, which was launched in summer 2012, has been completed successfully. internet facts will now be made available 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 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. There are basically three different methods used to collect data for internet facts technical measurement of usage, on-site surveys and telephone surveys of representative samples of the population which is where the name three-pillar model comes from. The three different acquisition methods ensure that the complexity of Internet usage is sufficiently taken into account and at the same time that all the necessary data for the subsequent planning data set is collected. Using AGOF s three-pillar model, the requisite information is gained gradually and then linked together. As part of the technical measurements the usage of individual computers (unique clients) is studied. In the next step, the on-site survey provides information about the users working on the computers. And the representative sample of the resident German population questioned in the telephone survey establishes the relationship between Internet users and the population as 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. AGOF uses the threepillar model to gather data on reach and structure for Internet media offerings. With its market media study internet facts and the Unique User performance indicator identified in it, AGOF has established the de facto currency for online reach as the basis for online planning in the market. Further details and ordering options can be found at The seminars are subject to a charge and are open to anyone interested. They can also be requested as in-house training seminars if required. AGOF s analysis and planning program TOP allows market partners to access the different survey rounds in internet facts as well as mobile facts. 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.

19 NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS 37 Calculating gross advertising Sector definitions Qualitative features instead of crawler statistics expenditure Unlike other data acquisition methods, the OVK s online advertising statistics do not rely on so-called crawler statistics, so the qualitative 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. Conventional online advertising includes what are referred to as display ads, which are made up of banner, skyscraper, rectangle or wallpaper ads. It also includes all moving image advertising within conventional online advertising and the integration of advertisers 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. Display ads, special advertising formats, search term marketing and affiliate marketing 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.

20 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 Düsseldorf, Germany Telefon: Telefax: Internet: 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 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).