OVK ONLINE- REPORT 2015 / 02

Bundesverband Digitale Wirtschaft (BVDW) e.V. Berliner Allee 57 40212 Düsseldorf, Germany Telefon 0211 600456-0 Telefax 0211 600456-33 E-Mail [email protected] Internet www.bvdw.org

OVK

ONLINE-REPORT

2015 / 02

Overview of fi gures and trends

In co-operation with

OVK results

Online Sales Study

1 CONTENTS

CONTENTS

FOREWORD 2

COMPARISON OF ONLINE ADVERTISING 4

NET ADVERTISING PIE FOR DIGITAL ADVERTISING

(DISPLAY AND KEYWORD MARKETING) 6

NET ADVERTISING PIE FOR DIGITAL DISPLAY ADVERTISING

(ONLINE AND MOBILE) 8

MONTHLY TREND IN NET ADVERTISING INVESTMENT 10

TOP 10 FORMS OF ONLINE ADVERTISING 11

ONLINE ADVERTISING ACCORDING TO SECTOR 12

REACH OF THE INTERNET IN GERMANY 14

REACH OF MOBILE INTERNET IN GERMANY 15

REACH OF THE OVK MARKETERS 16

ONLINE ACTIVITIES OF STATIONARY INTERNET USERS 17

ACTIVITIES OF MOBILE INTERNET USERS 18

DIGITAL CUSTOMER POTENTIAL ACCORDING TO SECTOR 19

RECEPTIVENESS TO ADVERTISING 22

BRAND AWARENESS 23

OVK ONLINE SALES STUDY 24

CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW 28

BUNDESVERBAND DIGITALE WIRTSCHAFT (BVDW) E.V.

GERMAN ASSOCIATION FOR THE DIGITAL ECONOMY (BVDW) 30

WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) 31

ONLINE MEDIA PLANNING AND MORE WITH AGOF 32

NOTES ON THE AGOF METHOD 33

NOTES ON THE METHODOLOGY OF

THE OVK ADVERTISING STATISTICS 34

2 FOREWORD FOREWORD 3

FORE WORD

Once again, the latest OVK Online Report indicates the strength of digital display advertising, both with regard to its relevance in the communication mix and the impact it can have.

The net advertising pie for 2014 provides an impressive illustration of how the Internet has once again managed to maintain its position as the second most powerful advertising medium in the media mix, in an overall market that has continued to be highly competitive throughout 2014. Net investment in digital display advertising (online and mobile) and keyword marketing specifi-cally accounts for 27.6 percent, that is to say more than a quarter of the net advertising pie and thus lags just one percent behind the share enjoyed by TV. This can also be seen as a reflection of the ever-increasing digitalisation of our society: most German people take stationary and mobile Internet access completely for granted and advertising investment pursues consumers accor-dingly in digital channels.

Digital display advertising (online and mobile) plays a key role in this pursuit; a fact that is illustrated by our second net advertising pie, which only takes account of the display investment for the medium of the Internet. According to this chart, more than one in every ten net advertising euros is allocated to digital display advertising (online and mobile). This share is evidence that, in terms of digital display advertising alone, the Internet ranks third among all media types, clearly attesting to the relevance of display advertising in the media mix.

The OVK Online Sales Study provides evidence that these inventions in di-gital display advertising (online and mobile) are also really profitable and we present our key findings in this regard in this OVK Online Report. The results illustrate the positive overall sales effects and the associated good ROI for online advertising and provide evidence that offline sales can only be success-ful by incorporating online advertising in the media mix. In times of ever more discussion about the actual effect of online advertising, we have thus achieved the necessary transparency and taken a significant step forward in marketing intelligence as regards the economic potential of online display advertising.

Given the robust development in net advertising investment in digital display advertising (online and mobile) in the first six months of this year, the Circle of Online Marketers (OVK) in the German Association for the Digital Eco-nomy (BVDW) maintains its forecast for net advertising investment in digital display advertising (online and mobile) for 2015.

This assumes a growth rate of 6.5%. The net advertising volume this year would, therefore, amount to €1.68 billion and thus achieve a new record.

As before, generously sized presentation areas or moving image formats are proving to be the key drivers amongst the top 10 forms of online adverti-sing as regards gross advertiadverti-sing investment. Increaadverti-sing investment in formats with multimedia options and areas for innovative presentations shows that advertisers are focusing on the strengths of online communication: the feed-back channel capacity of the Internet and the customer dialogue it facilitates support the timely establishment and development of digital brand environ-ments, which are essential in the 21st century to provide support to today‘s consumers in whatever situations or conditions they find themselves using this medium.

We hope you enjoy reading the OVK Online Report 2015/02

Paul Mudter

Chairman of the Circle of Online Marketers (OVK) in the BVDW

OVK advertising statistics for digital display advertising (online and mobile) from 2013 to 2014, with a forecast for 2015

1,484 1,700 1,650 1,600 1,550 1,500 1,450 1,400 1,350

OVK statistics for 2013 OVK statistics for 2014 OVK forecast for 2015

Sources: 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 overall market (including commissi-ons)) // Data for the German market in € million / Retrospective adjustment of coverage / Data valid as of: June 2015

1,581 (+6.6 %) In millions

1,684 (+6.5 %)

4 5

COMPARI SON OF ONLINE ADVERTI SING

With the decision to take the extrapolated PWC (PricewaterhouseCoopers) reports as the basis for the OVK advertising statistics and thus to depict advertising investment in digital display advertising (online and mobile) using net rather than gross figures, OVK laid the foundations more than a year ago for presenting an even more reliable illustration of market conditions. At the beginning of this year, an adjustment was also made to the continued realistic reflection of the overall market as well as coverage – that is, the extrapolation of the reported net figures to the overall market. The adjustment was perfor-med separately for the online and mobile channels and takes into account the market dynamics in the respective channels.

These optimisations ensure the high validity of the OVK advertising stati-stics, thus assisting market partners in ranking current and future develop-ments in the digital advertising market. This is particularly important given the ever increasing progression of digitalisation. Increasing mobile Internet access in particular is transforming the Internet into an increasingly vital channel in brand management. In the process, against the background of the ever-increasing fusion of stationary and mobile Internet usage, cross-media campaigns are becoming increasingly relevant – as also indicated by adverti-sers‘ demands for digital display advertising (online and mobile). These days, the interactive target group dialogue that this facilitates is vital for optimi-sing the interconnection of digital activation and branding potential for the purposes of integrated brand communication. Flexible campaign optimisa-tion, intelligent tracking tools and increasing transparency regarding the advertising impact of digital campaigns (also see pages 26-29 of this report) also add to the appeal of digital channels.

Against this background and given the robust net advertising investment in digital display advertising (online and mobile) in the first six months of 2015, the OVK maintains the forecast in its last OVK Online Report 2015/01, as-suming a growth rate of 6.5 percent for the current year. This would bring this year‘s net advertising volume for Internet advertising to 1.68 billion euros. This would be a new record for the net volume of digital display ad-vertising (online and mobile), which would exceed the previous year‘s level by 103 million euros (net).

COMPARISON OF ONLINE ADVERTISING COMPARISON OF ONLINE ADVERTISING

In 2015, assuming a growth of 6.5%, the net volume for digital

display advertising (online and mobile) will probably amount to a total of €1.68 billion.

Net advertising pie for 2014 - digital advertising (display and keyword marketing)

Source: German Advertising Industry Association (Zentralverband für deutsche Werbewirtschaft ZAW) / (2015)

*combined extrapolations by the BDZV, VDZ, VPRT based on the net advertising revenues for online and mobile display re-corded by the BVDW/OVK (2014: 1,581.00 million euros). The ZAW net defi nition is the basis for the combined extrapolation. The BVDW/OVK fi gures are based on the international standard net defi nition of the IAB (Net I).

**The Bundesverband Digitale Wirtschaft e.V. – German Association for the Digital Economy (BVDW)

27.6 % 18.9 % 7.9 % 6.2 % 4.9 % Television

Internet (digital advertising* keyword marketing**) Daily newspapers Consumer publications Outdoor advertising Trade publications Radio 28.6 % 5.8 % 6 7

NE T ADVERTI SING PIE FOR DIGITAL AD

-VERTI SING (DI S PL AY AND KE Y WORD

MARKE TING)

TH E I NTE R N E T I S TH E S ECO N D M OST POW E R F U L M E D I U M I N TH E M E D I A M I X

With the net advertising pie for 2014, the OVK Online Report shows the relevance of the various media types in the media mix. By switching to net investment as the basis for presentation, the role of the media types used in the media mix is documented based on valid market conditions.

The net advertising pie for 2014 again demonstrates the strong role of the In-ternet as an advertising medium. With a share of 27.6 percent, net advertising investment in display advertising and keyword marketing accounts for more than a quarter of the total net advertising pie. Only TV, with 28.6 percent, can claim a larger share. However, the difference of just one percent is a clear indication of the ever-increasing part played by the Internet in the communi-cation mix of the future.

Of the other media types alongside TV and the Internet, only daily newspa-pers with 18.9 percent achieve a double-digit share of the media mix; for the other media channels, the percentages are all in single digits – from consumer publications (7.9 percent) to outdoor advertising (6.2 percent), trade publica-tions (5.8 percent), and radio (4.9 percent).

A key driver of digital communication is the increasing variety of availab-le devices, including desktop PCs, laptops, tabavailab-lets and smartphones. They enable consumers to access the Internet at any time – and the degree to which the Internet is now an integral part of consumers‘ everyday lives is again powerfully illustrated from page 16 of this report. The various mo-ments of access enable advertisers to make specifi c appeals to consumers in various usage situations, with broad bandwidth permitting digital adver-tising formats to suit each usage situation. The Internet‘s feedback channel capacity is a particular advantage that enables direct dialogue without any media discontinuity, whether this be for queries, further information or an actual purchase.

Other drivers for the development of digital brand environments and adver-tising communication on the Internet include comprehensive planning data for the target group potential available on the stationary and mobile Internet. This ensures the necessary transparency and permits precise estimation of the potential available – also see the chart showing industry potential on page 21. In addition, intelligent tracking tools or advertising effectiveness research conducted in parallel to campaigns assist with detailed success analysis and cost control.

N E T A DV E RT I S I N G P I E F O R D I G I TA L A DV E RT I S I N G N E T A DV E RT I S I N G P I E F O R D I G I TA L A DV E RT I S I N G

Net investment in digital display advertising and keyword marketing accounts for 27.6 percent of the net advertising pie.

Net advertising pie for 2014 - Digital display advertising (online and mobile)

Source: German Advertising Industry Association (Zentralverband für deutsche Werbewirtschaft ZAW) / (2015)

*combined extrapolations by the BDZV, VDZ, VPRT based on the net advertising revenues for online and mobile display recorded by the BVDW/OVK (2014: 1,581.00 million euros). The ZAW net defi nition is the basis for the combined extrapolation. The BVDW/OVK fi gures are based on the international standard net defi nition of the IAB (Net I).

11.0% 23.3 % 9.8 % 7.6 % 6.0 % 35.2% 7.1 % Television

Internet (digital advertising*) Daily newspapers Consumer publications Outdoor advertising Trade publications Radio 8 9

NE T ADVERTI SING PIE

FOR DIGITAL DI S PL AY ADVERTI SING

(ONLINE AND MOB ILE )

D I S PL AY A DV E RTI S I N G (O N LI N E A N D M O B I LE ) ACCO U NT S FO R M O R E TH A N O N E I N

E V E RY TE N A DV E RTI S I N G E U ROS

The second variant of the net advertising pie in this report depicts the Internet share as solely represented by the net investment in digital display advertising (online and mobile), in order to make visible the signifi cance of these formats for the communication mix.

The result provides evidence of the high degree of relevance of digital display advertising (online and mobile): the Internet, and thus display advertising, accounts for 11.0 percent of the 2014 net advertising pie. This means that more than one in every ten advertising euros is invested in display adverti-sing (online and mobile). Consequently, display advertiadverti-sing on the Internet now ranks third amongst the advertising options used in the media mix, only exceeded by TV (35.2 percent) and daily newspapers (23.3 percent). This illustrates the signifi cance that digital display advertising (online and mobile) has now achieved as part of integrated communication compared with conventional channels.

In occupying third place, display ads have also outstripped advertising in consumer publications, which, with 9.8%, now lie in fourth place. This is followed by outdoor advertising (7.6 percent), advertisements in trade pub-lications (7.1 percent) and radio ads (6.0 percent).

Against the background of the use of stationary and mobile Internet, which are increasingly being taken for granted, display advertising on the Internet is set to become even more signifi cant in the coming years, thus growing its share in the media mix – simply because advertisers‘ budgets are pur-suing consumers‘ use of media and for 21st century consumers, the line between the real and digital world is becoming increasingly blurred; most people can no longer conceive of day-to-day life without the Internet with its multifaceted means of facilitating communication, obtaining information and undertaking transactions.

At the same time, consumers‘ expectations of brands are also changing, sin-ce there is also an increasing need for brands to be presented digitally and become digital and thus respond to potential customers‘ usage situations and moods. Digital display advertising, with its multitude of advertising for-mats and motivational possibilities, is therefore ideally suited to constantly surprising, involving and motivating users – this is also illustrated in the results of the OVK Online Sales Study on page 26.

N E T A DV E RT I S I N G P I E F O R D I G I TA L D I S P L AY A DV E RT I S I N G N E T A DV E RT I S I N G P I E F O R D I G I TA L D I S P L AY A DV E RT I S I N G

With a share of 11.0 percent, display advertising (online and mobile) ranks third among the media types represented in the media mix

Monthly trend in net advertising investment in digital display advertising (online and mobile) 180 160 140 120 100 80 60 40 20 0 € million 2013 2014 € million 2015 € million 101 .9 92.4 101.9 103.0 Jan. 92 .4 103. 0 96.7 112.3 111.0 Feb. 111 .0 96 .7 11 2. 3 128.0 129.5 138.8 March 13 8. 8 12 8. 0 12 9. 5 123.5 125.3 127.2 Apr. 12 7. 2 12 3. 5 12 5. 3 125.4 135.3 131.1 May 13 1.1 12 5. 4 13 5. 3 126.9 135.8 133.0 June 13 3. 0 12 6. 9 ₁₃5. 8 104.7 110.4 July 10 4. 7 11 0. 4 102.7 107.6 Aug. 10 2. 7 10 7. 6 132.2 143.5 Sept. 13 2. 2 143. 5 147.4 152.2 Oct. 14 7. 4 15 2. 2 148.7 162.7 Nov. 14 8. 7 162. 7 155.3 165.0 Dec. 15 5. 3 16 5. 0

Sources: Circle of Online Marketers (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) e.V.: 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 overall market (including commissions)) // Data for the German market in € million / Retrospective adjustment of coverage / Data valid as of: June 2015

In millions

Source: Nielsen Media Research (Online advertising, data valid as of June 2015) /// 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 € million

Top 10 forms of online display advertising (gross)

Ad Bundle Skyscraper Wallpaper Medium rectangle Pre-roll Rectangle Billboard ad Halfpage ad Takeover Leaderboard in millions of euros 0 50 100 150 200 250 300 HY1 2014 HY1 2015 33 26 44 40 35 41 45 42 78 78 90 85 101 123 124 149 241 237 188 173 10 M O N T H LY T R E N D I N N E T A DV E RT I S I N G I N V E S T M E N T TO P 10 F O R M S O F O N L I N E A DV E RT I S I N G 11

MONTHLY TREND IN

NE T ADVERTI SING INVESTMENT

I N D I G ITA L D I S PL AY A DV E RTI S I N G

During the first six months, net advertising investment in digital display ad-vertising (online and mobile) either equalled the already high levels during the same period in previous years, or exceeded them. The total net investments in digital display advertising (online and mobile) in the first six months amounted to 744.1 million euros, thus already achieving 45 percent of the net advertising investment forecast for this year. Consequently, we may assume that the net volume forecast for 2015 will be achieved, as the propensity to invest usually increases in the second half of the year (based on experience, this is mainly due to Christmas business in the 4th quarter).

In the first half of 2014, net advertising investment consistently exceeded the 100 million euro threshold.

TOP 10 FORM S OF ONLINE ADVERTI SING

W ITH PR E S E NTATI O N POTE NTI A L A R E I N D E M A N D

The ranking of the top 10 forms of online advertising is still based on gross advertising investment, as the data is not (yet) available in this granularity on a net basis. The highest investment in the first six months of this year amounted to a gross figure of €237 million and was spent on the ad bundle, a combined booking featuring three formats of the universal ad package. This was followed by wallpaper, which recorded €173 million gross and pre-roll. At the same time, with an increase of 25 million, pre-roll recorded the highest absolute growth compared to the first half of the previous year and amounted to a gross inves-tment of €149 million. The billboard ad recorded the second largest absolute growth which, with the additional 22 million, now attracts investment totalling €123 million. These significant increases in gross advertising investment for particular forms of online display advertising emphasise the strong orientation of advertisers towards large format advertisements and moving images.

Compared with the previous year, the strongest growth in gross advertising investment was recorded by pre-roll and

consequently moving image advertising, as well as the billboard ad.

Top 10 advertising investments in online advertising according to economic sector (gross)

Source: The Nielsen Company (Online Advertising, data valid as of June 2015). Data for the German market in € million Miscellaneous advertising Retail Automotive market Services Finance Telecommunications Media Food Tourism Personal care

Values in millions 0 50 100 150 200 250 300 350 400 Mio. 64 48 55 52 45 57 70 67 86 78 103 113 118 114 175 171 140 178 342 319 HY1 2014 HY1 2015 0 % 10 % 20 % 30 % 40 % 50 % 43.8 % 10.1 % 15.6 % 9.8 % 19.7 % 10.5 % 3.3 % 5.3 % 15.0 % 5.7 % Values as a percentage of online share of the media mix

Values as percentage share of online in the media mix in HY1 2015

12 O N L I N E A DV E RT I S I N G ACCO R D I N G TO S E C TO R O N L I N E A DV E RT I S I N G ACCO R D I N G TO S E C TO R 13

ONLINE ADVERTI SING

ACCORDING TO SECTOR

N O S EC TO R I S W ITH O UT O N LI N E A DV E RTI S I N G I N IT S M E D I A M I X

The gross advertising investment by economic sector clearly shows that ad-vertisers from all industries use online advertising as a key component in their communication mix, although the extent of their online commitment varies. Advertising investment continues to be ranked by sector based on Nielsen data, as data of this granularity does not exist in the PWC report.

As measured against the absolute advertising investment in online advertising, the ‚miscellaneous advertising‘ sector, which includes charitable organisations and corporate advertising, is way out in front once again with a gross figure of €319 million. This is followed by the retail sector (€178 million), the auto-motive market (€171 million), the service sector (€114 million) and the finan-ce sector (€113 million). As regards gross online investments, five economic segments thus lie in the triple-digit million-euro range, whilst the other five sectors, specifically telecommunications, media, food, tourism and personal care, remained in the double-digit million-euro range in the first half of 2015. Compared to the first six months of the previous year, the strongest absolute growth was recorded in the retail sector (+38 million), the food sector (+12 million) and the finance sector (+10 million). The other sectors remained more or less at the same level as the previous year.

When considering the percentage share of online advertising in the media mix of individual sectors, ‚miscellaneous advertising‘ is also at the top of this list, with a share of 43.8 percent. Five other sectors also recorded a doub-le-digit online share of their media mix: the finance sector (19.7 percent), the automotive market (15.6 percent) the tourist sector (15.0 percent), the tele-communications sector (10.5 percent) and the retail sector (10.1 percent). As regards the remaining sectors in the top 10 services, food, personal care and media, the percentage share of investment in online advertising in the media mix remained in single figures.

In six out of the ten sectors assessed, online advertising already has a share of the media mix extending into double figures.

Digitalisation of communication has thus taken hold in all economic sectors, with there certainly still being potential in some industries for increasing on-line budgets, especially looking at page 21 of this report, which shows the customer potential represented on the Internet for each sector. This clear-ly shows that an intensification of digital advertising activities is completeclear-ly justified and, in particular, also contributes to achieving the growing number of increasingly digitally-orientated consumers appropriately and comprehen-sively.

Online penetration according to age group

Internet users (WNK) / Other Internet users Non-Internet users 100 80 60 40 20 0 14–19 20–29 30–39 40–49 50–59 60+ years 5.1 2.5 4.5 _9.7 21.2 94.9 97.5 95.5 94.9 _90.3 78.8 58.5 41.5 10–13 5.1 Va lu es i n %

Example: 94.9% of 10 to 13-year-olds are Internet users (WNK and other users) and 5.1% of 10 to 13-year-olds are non-Internet users. /// ases (non-Internet users) / Values in % /// Source: AGOF e.V./ internet facts 2015-05 /// Data for the German market

Example: 34.48 million people aged 14 and over are mobile users, thus 48.9 percent of the German-speaking resident population aged 14 and over have accessed at least one mobile-enabled website or mobile app within the three-month period surveyed. /// Based on: * 55,733 cases or ** 113,337 cases / German-speaking resident population in Germany aged 14 and over / Data in millions /// Source: AGOF e.V. / * AGOF mobile facts 2015-I or ** internet facts 2015-03 /// Data for the German market

Mobile users in Germany

Unique users of mobile In-ternet in the last 3 months

Total population

70.52 million**

Mobile phone users

62.40 million** 34.48 mil-_lion*

14 REACH OF THE INTERNET IN GERMANY REACH OF MOBILE INTERNET IN GERMANY 15

REACH OF THE INTERNET IN GERMANY

Most German people take regular Internet access completely for granted: 76.2 percent of the German-speaking resident population in Germany aged 10 and above has used the Internet in the last 12 months, which equates to 56.05 milli-on people. The widest group of users (WNK, i.e. people who used the Internet at least once within the last three months) constituted 75.5 percent of the population, equating to 55.48 million people.

This illustrates how the Internet has become established as a mass medium used across all generations. Almost everyone under the age of 50 is online, more than four-fifths of 50 to 59-year-olds use the Internet, as do four out of ten people over the age of 60. The various types of access and the extent of private and professional usage emphasise this fact, thus making it clear that the Internet is a highly relevant advertising medium.

In Germany, the basic population for internet facts is the German-speaking resident population aged 10 and above. This group consists of 73.52 million people.

REACH OF MOBILE INTERNET IN GERMANY

During the three-month period covered by the AGOF mobile facts 2015-I survey, 34.48 million people aged 14 and above accessed a mobile-enabled website or a mobile app. They are the basic population for the mobile facts and make up 48.9 percent of the German-speaking resident population aged 14 and over. Almost two-thirds (65.9 percent) of mobile users are also more likely to use the mobile Internet than the stationary Internet; mobile access thus gives rise to new usage situations and Internet usage is intensified. 5.8 percent claim to use both types of access in roughly equal proportion and 28.3 percent prefer to surf the Internet with their smartphone rather than with their desktop PC.

As a result of the rapidly increasing mobile reach, mobile user groups are fast appro-aching the structures of the total population. Ubiquitous mobile usage means that advertisers can achieve wide communication coverage via mobile advertising, brin-ging them closer to their potential customers.

mobile facts 2015-I provides data on reach and structure for 199 mobile-enabled websites and 155 mobile applications.

Net reach of the OVK online marketers (alphabetical)

Number of unique users (in millions) and percentage for an average month in the period under investigation – March to May 2015 /// Based on: 106,743 cases (Internet users aged 10 and above in the last three months) /// Source: AGOF e.V. / internet facts 2015-05 /// Data for the German market

BAUER ADVERTISING 19.0 10.56

eBay Advertising Group Germany 41.5 23.04

ForwardAdGroup* 56.3 31.23

G+J Electronic Media Sales 40.2 22.29

HiMedia Deutschland 10.3 5.69

InteractiveMedia CCSP 61.5 34.10

IP Deutschland 50.8 28.20

iq digital 31.9 17.68

MAIRDUMONT MEDIA 18.0 9.96

Media Impact GmbH & Co. KG** 61.1 33.91

Microsoft Advertising 11.3 6.28 netpoint media 20.2 11.21 OMS 45.4 25.20 SevenOne Media 58.7 32.56 SPIEGEL QC 27.3 15.14 Unister Media 14.4 7.99

United Internet Media 57.3 31.78

Marketer

Reach in % (based on Internet users from the last three months)

Net reach in millions of Unique Users

Average month March-May

Example: 92.7% of all Internet users aged 14 and above (WNK) use search engines at least occasionally. /// Based on: 101,603 cases (Internet users aged 14 and above in the last three months) / „How often do you use the following sources of information or offers: frequently, occasionally, rarely or never?“ / Top-two box shows frequent or occasional usage / Values in % / Top 10 shown from a total of 25 subjects /// Source: AGOF e.V./ internet facts 2015-05 /// Data for the German market

Key usage areas – Top 10

Search engines

Sending and receiving personal e-mails Online purchases or shopping International news Weather

Regional or local news Online banking Social networks Watching videos and films Eating, drinking and leisure

92.7 87.4 72.8 71.9 67.6 64.4 57.9 56.1 48.6 42.3 Values in % 0 25 50 75 100

*formerly TOMORROW FOCUS MEDIA **formerly Axel Springer Media Impact

16 REACH OF THE OVK MARKETERS ONLINE ACTIVITIES OF STATIONARY INTERNET USERS 17

REACH OF THE OVK MARKETERS

Internet facts reports the net reach of the marketers operating together in AGOF. The table below shows the net reach of the marketers organised in OVK based on the advertising media compiled in internet facts 2015-05. A marketer‘s net reach does not always include their entire portfolio.

Internet facts 2015-05 features data from a total of 51 marketers for 747 online media offerings and 3,229 booking units.

ONLINE ACTIVITIES OF STATIONARY

INTERNET USERS

ONLINE USAGE AS A REFLECTION OF EVERYDAY LIFE

One look at usage experience shows how many people take Internet access for granted: more than half of Internet users (51.9 percent) have been Internet users for ten years or more, just less than one-third (29.0 percent) have been using it for between five and ten years. Little wonder then that activities are increasingly performed in both the real and digital worlds, whether this be for communication, information or completing a transaction.

The typical facets of everyday life are accordingly also found amongst the key areas of online usage: from searching using search engines to sending and receiving private e-mails, online shopping, use of news and weather services, online banking, social networks, watching videos and films, or accessing ser-vices to do with eating, drinking and leisure.

As part of internet facts, respondents were asked questions about a total of 25 subjects and key areas relating to stationary Internet usage.

Example: 78.7% of all mobile users use their smartphones at least occasionally to make telephone calls. /// Based on: 55,733 cases (mobile Internet users in the last three months) / „How often do you use the following functions or content on your mobile devices: frequently, occasionally, rarely or never?“ / Top-two box shows frequent or occasional usage / Values in % / Top 12 shown from a total of 33 subjects /// Source: AGOF e.V./ mobile facts 2015-I /// Data for the German market.

Key usage areas – Top 12

Search engines, such as Google or Bing Telephone calls

Sending and receiving personal e-mails Weather

Social networks, e.g. Facebook Sending text messages Chat or messenger Listening to music International news Online purchases or shopping Regional or local news Online banking 79.2 78.7 73.3 69.2 65.2 64.4 61.4 53.4 50.1 49.2 47.0 46.9 Angaben in % 0 25 50 75 100

Online and mobile industry potential: product interest Based on:

persons from the age of 14 / Online: 52.70 million UU or mobile: 34.48 million UU

Example: 73.3% of Internet users aged 14 and over, i.e. 38.65 million unique users, are interested in products from the entertainment industry. /// Based on: 101,603 cases (Internet users aged 14 and over in the last three months) or 55,733 cases (mobile Internet users in the last three months) / „In which of the following products are you (very) interested?“ /// Values in % and millions of unique users /// Source: AGOF e.V. / internet facts 2015-05 and mobile facts 2015-I /// Data for the German market

Entertainment

FMCG: Food and beverages

Perfume and cosmetics

Fashion and footwear

Travel and tourism

Books

Entertainment electronics

Telecommunications

Furniture and homeware

Health

Computers

Automotive

Insurance

Sport and fitness

Toys and baby goods

Finance

0 10 20 30 40 50 60 70 80 90 100 %

Online potential Mobile potential _{Online Mobile} Internet users in % Unique Users in millions

38.65 36.72 36.70 36.66 35.47 30.17 27.30 26.74 24.84 23.91 18.37 16.33 15.24 14.64 14.31 9.11 28.00 24.88 23.81 24.72 23.35 19.07 22.53 22.16 19,04 16.93 16.20 14.71 10.49 11.54 12.36 10.43 73.3 81.2 69.7 72.2 69.6 69.0 69.6 71.7 67.3 67.7 57.3 55.3 51.8 65.4 50.7 64.3 47.1 55.2 45.4 49.1 34.8 47.0 31.0 42.7 28.9 30.4 27.8 33.5 27.1 35.9 17.3 30.3

18 ACTIVITIES OF MOBILE INTERNET USERS DIGITAL CUSTOMER POTENTIAL ACCORDING TO SECTOR 19

ACTIVITIES OF MOBILE INTERNET USERS

The enormous bandwidth of content and functions used on a mobile basis il-lustrates the smartphone‘s constant presence in consumers‘ everyday lives; the original main function of making a telephone call has been pushed into second place, making way for the use of search engines to occupy the top spot. Further-more, sending and receiving e-mails, checking the weather forecast and using social networks has pushed text messaging down to sixth place. Other content accessed by mobile Internet is also used for communication (chat or messen-ger), entertainment (listening to music), information (world news and regional or local news) and processing transactions, including both online shopping and online banking.

Amongst the 33 content and functions regarding mobile Internet usage that were surveyed, search engine access knocked making a telephone call off the top spot.

DIGITAL CUSTOMER POTENTIAL

ACCORDING TO SECTOR

The mobile potential for the sectors considered has also increased in parallel to the rapid rise of mobile Internet usage. Thus, the percentages of consumers interested in products are generally higher with mobile than with stationary usage – and this is even the case with absolute values for the finance sector.

Advancing digitalisation indicates promising customer potential in stationary and mobile Internet usage.

Online and mobile industry potential: Information searching on the Internet based on: persons from the age of 14 / Online: 52.70 million UU or mobile: 34.48 million UU

Example: 81.3% of Internet users from the age of 14, which equates to 42.85 million Unique Users, have gone online at least once in the past to find information on travel products. /// Based on: 101,603 cases (Internet users aged 14 and over in the last three months) or 55,733 cases (mobile Internet users in the last three months) / „For which of the following products have you searched for information on the Internet?“ /// Values in % and millions of unique users /// Source: AGOF e.V. / internet facts 2015-05 and mobile facts 2015-I /// Data for the German market.

Travel and tourism

Entertainment

Fashion and footwear

Books

Telecommunications

Furniture and homeware

Entertainment electronics

Automotive

Perfume and cosmetics

Health

Computers

Toys and baby goods

Sport and fitness

FMCG: Food and beverages

Insurance

Finance

Online potential Mobile potential

0 10 20 30 40 50 60 70 80 90 100 %

Mobile Online

Internet users in % Unique Users in millions

42.85 40.21 34.71 31.40 30.52 29.93 26.82 23.45 23.10 22.89 22.64 22.00 19.76 14.85 14.37 10.70 14.25 16.23 15.45 11.18 8.66 5.59 6.60 6.85 10.53 7.56 7.51 6.21 3.76 6.87 2.52 2.78 81.3 41.3 76.3 47.1 65.9 44.8 59.6 32.4 57.9 25.1 56.8 16.2 50.9 19.1 44.5 19.9 43.8 30.5 43.4 21.9 43.0 21.8 41.7 18.0 37.5 10.9 28.2 19.9 27.3 7.3 20.3 8.1

Automotive Used cars, new cars, hire cars

Books Books

Computers Computer hardware or accessories, computer software excluding games Entertainment Computer and video games, tickets, films/series on DVDs/Blu-ray, music CDs,

chargeable music/films/series to download from the Internet Finance Investments, shares, securities, funds; credit

FMCG food & beverages Non-alcoholic drinks, beer, other alcoholic drinks and spirits, frozen products and ready meals, dairy products, confectionery and savoury snacks

Health Healthcare products or medicines, wellness products Fashion and footwear Ladies‘ or gents‘ clothing, footwear

Furniture and homeware Furniture or home accessories, large domestic appliances such as fridges, washing machines, cookers Perfume and cosmetics Cosmetics for women/men, perfume for women/men, bodycare, haircare or dental care products Travel and tourism Rail tickets, flight tickets, hotels, hire cars, holidays/last-minute trips

Toys and baby goods Toys, baby goods

Sport and fitness Sporting goods and equipment

Telecommunications Mobile phones or smartphones, landline phones or fax machines, mobile tariffs/contracts, packages for telephone, TV and Internet from one provider, DSL or other broadband Internet connection Entertainment electronics Flat-screen TVs, DVD or Blu-ray players/recorders and/or hard-disk recorders,

home cinema/surround-sound systems, digital cameras, navigation systems

Insurance Health insurance, life assurance and private pension schemes, other insurance such as car, household or indemnity insurance

The products studied in the context of the respective sector analysis can be subdivided as follows:

20 DIGITAL CUSTOMER POTENTIAL ACCORDING TO SECTOR DIGITAL CUSTOMER POTENTIAL ACCORDING TO SECTOR 21

In all sectors, the majority of consumers currently still use stationary access when searching for product information, but mobile research is clearly gaining ground – this is particularly true for the entertainment, fashion and footwear, and travel and tourism industries. Current customer potential shows that di-gital research is very important for consumers and consequently didi-gital brand environments are indispensable for timely communication and covering the re-levant touch points on the Internet.

Digital information sources are extremely relevant for many consumers.

DIGITAL CUSTOMER POTENTIAL FOR SPECIFIED SECTORS

Nowadays, given the widespread digitalisation of real life, a cross-digital cam-paign in online and mobile channels has become vital for brand development, image maintenance, setting up purchase impulses, gaining customers and custo-mer loyalty – something which applies equally across all sectors. Companies can thus keep the consumer anchored in the relevant set by their response to the respective use of situation and mood.

The basis for the AGOF industry analyses depicted in this report are unique users (UU) aged 14 and over in the last three months from internet facts 2015-05 or mobile facts 2015-I. The AGOF facts & figures are currently available for 16 industries and are published at regular intervals.

The publications can be downloaded free of charge at www.agof.de/branchenberichte-facts-figures/

The various online and mobile feedback channel capacities enable one-to-one

communication that is appropriate for the respective usage situation..

Example: 42.3% of all Internet users from the age of 14 (WNK) have frequently become aware of interesting products or new ideas through advertising. /// Based on: 101,603 cases (Internet users aged 14 and above over the last three months) / The top-two box is absolutely or predominantly correct. / Values in % /// Source: AGOF e.V./ internet facts 2015-05 /// Data for the German market

Open-mindedness regarding online advertising

Widest group of Internet users (WNK) Men Women Aged 14 to 29 Aged 30 to 49

Aged 50 and over

0 10 20 30 40 50 42.3 % 40.3 % 44.5 % 47.4 % 44.8 % 35.6 %

„Advertising has frequently drawn my attention to interesting products or new ideas.“

Widest group of Internet users (WNK) Men Women Aged 14 to 29 Aged 30 to 49

Aged 50 and over

22 RECEPTIVENESS TO ADVERTISING BRAND AWARENESS 23

RECEPTIVENESS TO ADVERTISING

Even in times of information overload, advertising messages go down well with Internet users. More than four out of ten Internet users aged 14 and above (42.3 percent, 22.3 million) have frequently become aware of interesting products or new ideas through advertising. In particular, women and users between the ages of 14 and 49 demonstrate above-average receptiveness. Men are slightly below the level for all Internet users, and users over the age of 50 are the least receptive to advertising.

Furthermore, around one third of Internet users say that they are usually the leaders in discussions and more than one fifth are often one of the first of their friendship group to try out some new technology. Thus, many Internet users are influenced by the opinions of friends and acquaintances, which makes these people effective multipliers for advertisers.

The combination of advertising affinity and the frequently biased role as discussion leaders makes Internet users valuable multipliers.

BRAND AWARENESS

INTERNET USERS WANT BRANDED ITEMS

Internet users distinguish themselves as being distinctly brand-aware:

53.4 percent of users are convinced that branded items are generally of a higher quality, 39.0 percent believe there is security in purchasing branded items and almost one third (31.6 percent) generally have a high regard for branded items. This factor is particularly significant amongst men and users aged between 14 and 29 or those over 50.

Given their above-average net household income, brand-conscious Internet users also have the necessary purchasing power to be able to afford premium priced products. And that is also something they want: 79.4 percent of users are willing to pay more money for quality. Ideal conditions then for brand manufac-turers to use suitable online measures to showcase their products for potential purchaser groups.

Brand and quality awareness coupled with purchasing power: the ideal customer potential for developing digital brand

environments.

Example: 31.6% of all Internet users aged 14 and above (WNK) consider branded products to be important. /// Based on: 101,603 cases (Internet users aged 14 and above over the last three months) / The top-two box is absolutely or predominantly correct. / Values in % /// Source: AGOF e.V./ internet facts 2015-05 /// Data for the German market

Brand awareness 0 10 20 30 40 50 31.6 % 36.2 % 26.6 % 32.5 % 29.3 % 33.6 %

Digital advertising media used (extract)

Source: OVK Online Sales Study, samples of digital advertising media used by Steinofen and Piccolinis

Additional sales for online campaigns (incl. umbrella brand effect) in relation to gross advertising expenditure

Source: OVK Online Sales Study, modelling, LEH + DM, BVDW Nielsen mix analysis Dec. 2014 Gross advertising expenditure*

Wagner overall 2011/40-2014/39

Additional media sales Steinofen and Piccolinis

2011/40-2014/39

*incl. halo expenditure and gross advertising expenditure for insignificant campaigns.

Offl ine 90.4 % Online 9.6 % Offl ine 74.1 % Online 25.9 %

24 OVK ONLINE SALES STUDY OVK ONLINE SALES STUDY 25

OVK ONLINE SALES STUDY

There is increasing uncertainty in the advertising market regarding the impact on sales and consequently the effi ciency (ROI) of online advertising. For this reason, the Circle of Online Marketers (OVK) in the German Association for the Digital Economy (BVDW) investigated this as part of a large-scale survey. The aim of the study was to empirically measure and provide evidence of the effect on sales and effi ciency (ROI) of online advertising within the context of transparent market in-telligence. To do this, the OVK worked with the market research institute Nielsen to consider the subject from two perspectives.

The fi rst part of the study concerns the results of individual modelling, using the example of two product brands – Steinofen and Piccolinis – both falling un-der the umbrella brand of Wagner (Nestlé). Sales performance was analysed in the process by considering and calculating the relevant performance indicators (additional sales, ROI). Independent variables were also included in the model: media, trade promotion (price campaigns, leafl ets/newspaper ads, displays), dis-tribution, extensive product range, normal price changes, promotion prices and other factors (seasonality, temperature, holidays). The data from the second part of the study comes from a database analysis of more than 69 Nielsen modelling projects to determine sales performance. The focus here was on working out the effectiveness of online advertising with reference to online ROI. The data-base contains results from marketing mix projects that Nielsen had conducted on behalf of customers in Germany since 2002. Three years‘ worth of data was taken into account in both parts of the study.

The OVK study investigated the ROI and the sales performance from online advertising based on individual marketing mix modelling and database analysis. This produced results that were both customer-specifi c and generalisable.

MEASURABLE EFFECTS OF UMBRELLA BRANDS BY ONLINE ADVERTISING

Central to the individual marketing mix modelling was the investigation and ana-lysis of the impact of specifi c online display advertising on the sale of Wagner Steinofen pizzas and Wagner Steinofen Piccolinis. The analysis was made based on the return on investment (ROI) compared with other offl ine advertising media used (TV, print, radio, etc.), the proportion of additional sales generated by the respective advertising medium and the impact per contact unit (effectiveness). Based on three years‘ worth of data, the research shows, using the example of Steinofen and Piccolinis, that online advertising transports the umbrella brand effect – investments in other Wagner brands have had a positive impact overall on the ROI. Essentially, the additional sales generated by online advertising, ta-king account of the umbrella brand effect, is disproportionately high in relation to the gross advertising costs. Whilst the share of online to gross advertising costs only amounted to 9.6 percent, more than a quarter (25.9%) of additional media sales can be attributed to this online share.

In relation to the gross advertising costs, the additional sales for the online campaigns (including the umbrella brand effect) is almost three times higher than the overall media ROI.

Additional sales for online campaigns (excl. umbrella brand effect) in relation to gross advertising expenditure

Source: OVK Online Sales Study, modelling, LEH + DM, BVDW Nielsen mix analysis Dec. 2014 Gross advertising expenditure

Steinofen and Piccolinis* 2011/40-2014/39

Additional media sales Steinofen and Piccolinis

2011/40-2014/39

* incl. gross advertising expenditure for insignificant campaigns, with no expenditure for other brands

Offl ine 76.7 % Online 23.3% Offl ine 74.1 % Online 25.9 %

Average online gross ROI

Source: OVK Online Sales Study, Key Insights database analysis Ø 0,72 € Gross ROI Overall Ø 1,86 € Gross ROI Top 1/3 26 27

MARKED ADDITIONAL SALES THROUGH ONLINE MEDIA ALSO IMPACTS INDIVIDUAL BRANDS

Even without the umbrella brand effect, at 25.9 percent, the share of online to additional sales through media for both Wagner brands – Steinofen and Pic-colinis – is higher than that for gross advertising expenditure (23.3%). Overall, the online ROI without the umbrella brand effect is almost fi fty percent higher (44%) than the overall media ROI. In other words: even without umbrella brand spending and effect, when compared to the proportion of investment, the online channel achieves a disproportionately higher share of additional sales. Com-pared with all forms of online advertising, display appears to pay off best and achieves a 79 percent higher ROI than the average.

Conclusion I

In terms of effi ciency, online advertising measures should be prioritised in the media mix, as the OVK Online Sales Study confi rms the signifi cance of digital media for effi cient brand development.

OVK ONLINE SALES STUDY OVK ONLINE SALES STUDY

Even without the umbrella brand effect, online media accounts for a quarter of additional sales through media for Wagner brands Steinofen and Piccolinis, thus making it an essential element of the media mix.

The database analysis of 69 marketing mix modelling projects/campaigns provides generalisable results for the online ROI and indicates the potential of online advertising. DATABASE ANALYSIS PROVIDES CLEAR EVIDENCE OF AN

EF-FECT ON OFFLINE SALES AS A RESULT OF ONLINE ADVERTISING

Following the investigation into the specifi c examples of Steinofen and Picco-linis under the umbrella brand of Wagner, in the second part of the study, the database analysis also shed light on fast-moving consumer goods (FMCG). The analysis of 69 campaigns with a total of several million purchasing transactions by consumers in Germany over a period of up to three years shows that online advertising clearly has an effect on offl ine sales – and it does this effi ciently. Whilst online advertising achieved an average gross ROI of €0.72 per €1 inves-ted, a good third of the projects and campaigns investigated benefi ted from an ROI of €1.86 per €1 invested.

The optimal effect is achieved with the invested online budget for fl ight lengths of around ten weeks. With adjustments made for brand size, the analysis shows that online advertising also achieves good ROIs for smaller brands.

Conclusion II

The results from the database analysis illustrate the overall positive sales effects and the associated good ROI from online advertising. At the same time, they show that offl ine sales can only maximise the potential success of the set budget by integrating online advertising and the media mix.

28 CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW CIRCLE OF ONLINE MARKETERS (OVK) IN THE BVDW 29

CIRCLE OF ONLINE MARKETERS (OVK)

IN THE BVDW

The Circle of Online Marketers (OVK) is the central body of online marketers in Germany. Eighteen of the largest German online marketers have come to-gether 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 plan-ning reliability as well as to draw up standardisation and quality assurance mea-sures for the digital industry as a whole.

The OVK also implements key projects such as conferences, studies and de-velopment measures. The organisation is involved with national and internatio-nal bodies for the further development of the industry.

UNITS IN THE OVK

Five units make up the OVK: the Ad Technology Standards Unit, the Market Figures Unit, the Mobile Advertising (MAC) Unit, the Market Development Unit and the Advertising Impact and Market Research Unit. The units have experts from the relevant specialist areas working with them.

The goal of the Ad Technology Standards Unit is to make it easier to produce, create and deliver digital campaigns via all end devices and therefore to make the going-live process run smoothly. It is also the main body for developing advertising standards.

One of the main jobs of the Market Figures Unit is the collection and evaluation of market fi gures. The data can be used for orientation purposes and also indicates trends and potential. This body works very closely with companies and organisa-tions such as Nielsen Media Research and AGOF.

The primary goal of the Market Development Unit is market intelligence. For this purpose, it performs tasks which include monitoring the political and commercial aspects of subjects relating to the market. It is also responsible for the communi-cation accompanying all projects initiated by the OVK.

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 perfor-mance 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 inte-rests of network operators, mobile marketers, operators of mobile platforms and online marketers with mobile units.

The OVK creates standards and

transparency. Continuous

optimisation of market development

30 THE WORKING GROUP FOR ONLINE MEDIA RESEARCH (AGOF) 31

THE WORKING GROUP FOR ONLINE

MEDIA RESEARCH (AGOF)

The role of the Working Group for Online Media 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 close 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 seg-ments. 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 de-velopment of market reach research and planning parameters.

With its market media study – internet facts – and the Unique User (UU) per-formance 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 autho-rity of agma. The study itself, of which the section on reach also appears as ‚ma Online‘ on agma, is published by the Internet section of AGOF. The 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 mobile facts market media study and publishes it. The study publishes planning data about mobile reach and the structure of mobile offerings, thereby supporting the further es-tablishment of the currency of mobile reach. In this way, the mobile facts has already reached the level of a standard for mobile reach comparable in signifi-cance and quality to the internet facts in the online field.

www.agof.de

The AGOF market media studies enable

market-oriented planning of digital media based on conventional standards. BUNDESVERB AND DIGITALE WIRTSCHAFT (BVDW) e .V.

BUNDESVERB AND DIGITALE WIRTSCHAFT

(BVDW) e .V.

The German Association for the Digital Economy (Bundesverband Digitale Wirtschaft (BVDW) e.V.) is the central body representing the interests of companies that pursue digital business models and are active in the sphere of digital added value. With member companies from many different segments of the Internet industry, the BVDW has interdisciplinary roots, and therefore has a comprehensive overview of the issues facing the digital industry. The BVDW has taken on the task of making the efficiency and the benefits of digital offerings – content, services and technologies – transparent, thus promoting their use in the economy as a whole, in society, and in government. The association is also an expert point of contact for the latest topics and developments in the digital industry in Germany and, by providing statistics, data and facts, is a valuable source of information on one of the key future fields of the German economy.

BVDW is engaged in continuous dialogue with politicians, the general public and other national and international interest groups, and supports the dyna-mic development of the industry in a results-oriented, practical and effective way.

Founded on the pillars of market development, market intelligence and mar-ket regulation, the BVDW pools first-rate digital expertise to help in sustain-ably shaping the positive development of this growth industry in the German economy.

By issuing standards and binding directives for industry players in its role as the central organ for the digital economy, the BVDW ensures market trans-parency and high-quality offerings for the benefit of users and the general public.

We are the Internet. www.bvdw.org

32 ONLINE MEDIA PLANNING AND MORE WITH AGOF NOTES ON THE AGOF METHOD 33

ONLINE MEDIA PLANNING

AND MORE WITH AGOF

COMPREHENSIVE DIGITAL INVOLVEMENT

The recent inclusion of the publication of standards in its new market media study, digital facts, is enabling AGOF to introduce the first cross-media and, abo-ve all, non-oabo-verlapping planning for stationary and mobile offers. The study in-cludes all qualification data previously published in AGOF studies: net and gross reach, socio-demographic and psychographic characteristics for user and target group description (structure data), market data (consumption and household equipment) and general data on digital Internet usage. All information is also available in AGOF‘s TOP evaluation and planning tool.

Further information is available at www.agof.de/studien/digital-facts/

For some time, brand facts has also enabled branded companies, service com-panies and institutions, who only offer and promote their own products and services on the Internet, to benefit from the AGOF market standard. brand facts are as comprehensive as AGOF‘s regular studies and provide all the performan-ce indicators that the digital advertising market uses to analyse the performanperforman-ce of interactive offers.

Further information is available at www.agof.de/studien/brand-facts/

The AGOF Academy is a logical extension of AGOF‘s market-oriented activities. The aim is to supply all interested market partners with the requisite knowled-ge associated with the use of TOP and AGOF‘s market media studies in online media planning and online marketing, and thus to ensure effective and successful use of the Internet as an advertising platform. The training and development programme is also continually and significantly expanded, with its variety of seminar topics being of great practical relevance. The full range of seminars can be accessed at www.agof.de/akademie/akademie-termine/.

Through its activities, AGOF accompanies the entire digital value-added chain and provides the market with data and solutions on the basis of the same valid market standards at every point in the media process.

NOTES ON THE AGOF METHOD

VALID DATA ON RANGE AND STRUCTURE FOR ONLINE ME-DIA OFFERINGS THANKS TO THE USE OF MULTIPLE METHODS

AGOF supplies data and performance indicators concerning various segments within the digital economy as a basis for high-quality online media planning, e.g. for the (conventional) Internet and for mobiles. The AGOF studies make a decisive contribution in establishing the respective digital media offering in the media mix, as they make the performance figures of the online media offerings comparable and therefore provide a valid planning basis.

The methodological basis of internet facts is a three-pillar model, with technical measurement of usage (grass-roots survey) at its 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 the reach and structure of online media offerings. The three pillars are linked together in an innovative way for this. For a detailed description of the methods, see:

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 popula-tion. 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) techni-cal measurement and fruitful personal data collection (panel survey) with the modern analysis methods of market research. For a detailed description of the methods, see:

www.agof.de/methode-mobile/

With its market media studies – internet facts and mobile facts – AGOF provides a comprehensive database for all market partners in the digital advertising market. The data records of internet facts and mobile facts are available within AGOF‘s TOP evaluation and planning tool.

34 NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS 35

NOTES ON THE METHODOLOGY OF THE

OVK ADVERTISING STATISTICS

CALCULATIONS OF NET AND GROSS ADVERTISING SPENDING

Since 2014, the advertising investment in digital display advertising has been shown in the OVK report on an extrapolated PWC basis (as is also the case for the MAC report). For this, the net figures reported via PWC for digital display advertising (online and mobile) are extrapolated to the overall German market (including commissions). The presentation of search and affiliate sales has been omitted since 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 data of this granularity does not exist in the PWC report.

The calculation of the gross advertising volume in 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 parti-cular of online advertising campaigns such as targeting, CPC business or adver-tising 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 subject to gross evaluation.

DEFINITION OF THE SEGMENTS

The OVK advertising revenues are based on an extrapolation of the net figures for digital display advertising (online and mobile) reported to PWC for the overall market (including commissions). The data does not contain any search results or technical sales (e.g. ad servers). The data only states the sales revenue generated in Germany.

Display advertising is a form of online advertising in which an advertiser‘s cam-paign is displayed on a website using graphic forms of advertising (display ads). Display ads can contain text, graphics, video and audio information. All adver-tising 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 provider recogni-tion for mobile is present (e.g. mobile-enabled websites, mobile apps). Recogni-tion is affected by including a mobile tag, sensor or library. In addiRecogni-tion, 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.

NOTES ON THE METHODOLOGY OF THE OVK ADVERTISING STATISTICS

PWC reports and Nielsen data as the data basis

Advertising revenues, online display advertising, mobile display advertising

36

OVK ONLINE-REPORT 2015/02

Düsseldorf, September 2015 Publisher

Bundesverband Digitale Wirtschaft (BVDW) e.V. Berliner Allee 57 40212 Düsseldorf, Germany Telefon 0211 600456-0 Telefax 0211 600456-33 E-Mail [email protected] Internet www.bvdw.org Director Marco Junk President Matthias Wahl Vice-Presidents Thomas Duhr Melina Ex Thorben Fasching Achim Himmelreich Marco Zingler Contact Sabine Schwarz

Projektmanagerin Digital Marketing [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 pro-vided 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).