The state of the Online visibility for the 100 largest advertisers in the Nordics. Klikki evisibility Score

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1 The state of the Online visibility for the 100 largest advertisers in the Nordics Klikki evisibility Score Q4 2012

2 Good online visibility a high evisibility Score is the key today Most of consumer s media time today is spent in front of screens computers, smartphones & tablets. On average we spend more than 4 hours of our leisure time in front of screens each day. Multi screen behaviour is developing as well and for example more than 50% of the internet users watch TV while browsing the web. KliKKi has analysed how visible major advertisers are in our digital channels and put together an overall figure the evisibility Score.

3 evisibility Score - an in-depth analysis from KliKKi The evisibility Score is calculated based on the weighted average visibility in six different channels*. Paid Search 22,5% Facebook 17,5% Organic Search 30% Twitter 5% The size of the weighted figure per area is based on how consumers spend their time online and how efficient that area is to drive visibility in the Nordics according to KliKKi s analysis. As seen, Search is still the most important area to focus on in order to efficiently increase online visibility. YouTube 15% Mobile 10% * Klikki has looked at a number of different KPIs within every area to get a visibility score for that specific area and then based on the weighted average aggregated all those scores up to the final evisibility Score

4 Swedish companies has a clear leading position in the Nordics when it comes to evisibility Score Sweden is well ahead of the other markets, the average evisibility Score in Sweden is 31, almost twice as much as Finland s 16. It is also clear that there are small year on year changes on a market level and not an improving trend. A bit worrying given that consumers are moving from offline to online media at a fast pace. Online media spend is also growing more than 10% per year Average evisibility Score per country Sweden Denmark Norway Finland

5 Carlsberg has taken a big leap in evisibility score this year change is possible Carlsberg has an increased evisibility due to improved presence in Facebook and Organic search. An important step for a consumer brand with a substantial media budget. On the other hand we see three Finnish companies that has dropped significantly, mainly due to increased competition vs winners and losers in evisibility Score Carlsberg Denmark Hartwall Finland Volvo Cars Sweden Elgiganten Denmark XXL Sport & Villmark Norway G-sport Norway Volkswagen Sweden Veikkaus Finland Saunalahti Group Finland evisibility

6 Major changes in the Top 10 list of evisibility scores If we look at the top 10 list for evisibility Score in 2012, the changes are dramatic. Four new advertisers has reached the top 10, Telenor, Stadium, Valio and Ikea. 80,00 70,00 60,00 50,00 40,00 30,00 20,00 10,00 0, The main reason for why for example Saunalahti & Telia is no longer part of the top 10 is the decreased evisibility in Mobile and Paid search. This highlights the fact that you constantly need to improve in order to stay on top.

7 Sweden has the highest evisibility Score for Mobile but overall score is poor In our study, 57 out of 100 companies had 38% of our daily media interactions occur on a smartphone. More than half, 60% of that time is spent while being home. either a Mobile page or Mobile App. This is an increase of only 8% compared to last year and highlights a big challenge. Despite the rapid growth for media consumption on mobile, a majority of the 100 largest advertisers fail to act adequately. Sweden has the largest amount of companies with either an App or a Mobile Page. Out of home At 40% home 60% 76% 60% 52% 40% Sweden Norway Finland Denmark

8 DSB did it again- They have the highest evisibility Score in the Nordics 80 Top 20 list of evisibility scores DSB, the Danish Railways, has the highest evisibility Score in the Nordics this year as well. The reason behind this is a solid and well established visibility across all digital channels. DnB, a Norwegian Finance Group, comes second and Arla third, each one with a very good digital presence as well. Although these companies are top three, they all still have several things that could be improved.

9 Organic search results gets the most attention by consumers especially on mobile 16% 84% Mobile users using search to start browsing More than 84 % of all mobile users searches before contacting a company or making a purchase. This highlights the importance for companies to be visible on search. 100 Organic evisibility Score Organic search results is where consumers pays the most attention, organic visibility therefore vital for all companies. As in last years study, DSB Denmark, has the highest Organic search visibility next to Sova and Stadium.

10 Klikki evisibility score The yearly gross advertising spend among the 25 companies ranges from more than 30 million down to 10 million. But there is no correlation between budget and evisibility Score DSB has the highest evisibility Score this year as well. Norwegian Air Shuttle Denmark, on the other hand, is struggling with their online presence which has resulted in a poor evisibility Score, considering their large media budget DSB has the highest evisibility Score in Denmark DSB Arla Foods Elgiganten Yousee Volkswagen Jobzonen Telia Telenor Danske Spil Advertising budget Millions TDC

11 We see massive differences between industries in terms of evisibility Score what is the travel industry doing? Average evisibility Score per industry Homeelectronics 30 Food & Beverage 20 Travel 15 We see interesting differences when it comes to average evisibility score per industry. Despite that a vast majority of revenues in the travel industry is generated online it has a very low evisibility Score. This is even more surprising if we consider the major role search plays before a purchase of travel tickets. If you have a poor visibility online you let other players enter your value chain which will lower your margins!

12 YouTube visibility is improving and Volvo Cars is this years evisibility Score winner on YouTube. Highest evisibility Score In 2011, over 50% of the 100 largest advertisers did not have any presence on YouTube at all. This year, it s the other way around. Over 50% of the advertisers are present on YouTube. Interesting to see and likely a trend that will continue given the increasing time spent by consumers on YouTube in the Nordic region. Volvo Ica Coop Valio Danske Spil

13 Did you find the evisibility Score interesting? Klikki is the leading Digital Marketing Company in the Nordics with offices in Stockholm, Helsinki, Copenhagen and Oslo. We have a full service offer within four main areas, Search, Display, Social, Analytics and use our proprietary technology as well as major global platforms to deliver great results for our clients. If you want to know more about our products and services or get a more in depth analysis of specific countries or companies, please contact: info@klikki.com or call us