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Klikki eVisibility Score 2012
 

Klikki eVisibility Score 2012

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    Klikki eVisibility Score 2012 Klikki eVisibility Score 2012 Presentation Transcript

    • The state of the Online visibility for the 100 largest advertisers in the Nordics Klikki eVisibility Score™ Q4 2012
    • Good  online  visibility  –  a  high  eVisibility  Score™     Most  of  consumer’s  media  1me  today   is  spent  in  front  of  screens  –  is  the  key  today   computers,  smartphones  &  tablets.     On  average  we  spend  more  than  4   hours  of  our  leisure  1me  in  front  of   screens  each  day.  Mul1  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   adver1sers  are  in  our  digital  channels   and  put  together  an  overall  figure  –   the  eVisibility  Score™.  
    • eVisibility  Score™-­‐  an  in-­‐depth  analysis  from  KliKKi   The  eVisibility  Score™  is  calculated   The  size  of  the  weighted  figure  per   based  on  the  weighted  average   area  is  based  on  how  consumers   visibility  in  six  different  channels*.   spend  their  1me  online  and  how   efficient  that  area  is  to  drive   visibility  in  the  Nordics  according   to  KliKKi’s  analysis.    As  seen,   Paid  Search     Organic  Search     22,5%   30%   Search  is  s1ll  the  most  important   area  to  focus  on  in  order  to   Facebook   TwiSer   efficiently  increase  online  visibility.   17,5%   5%     *  Klikki  has  looked  at  a  number  of  different  KPIs  within  every   YouTube     Mobile   area  to  get  a  visibility  score  for  that  specific  area  and  then   based  on  the  weighted  average  aggregated  all  those  scores  up   15%   10%   to  the  final  eVisibility  Score™  
    • Swedish  companies  has  a  clear  leading  posi1on  in   the  Nordics  when  it  comes  to  eVisibility  Score™  Sweden  is  well  ahead  of  the  other  markets,  the  average  eVisibility  Score™  in  Sweden  is   Average  eVisibility  Score™  per  country  36,  twice  as  much  as  Finland’s  18.     40   36     35   30  Average  eVisibility  Score™  in   30   26   26  Sweden  is  up  a  healthy  20%  but   25  Denmark  is  flat.  Worrying  given   22  the  fast  migra1on  of  media   20   18   18   16  consump1on  from  offline  to   15  online  and  that  online  media   10  spend  is  growing  more  than   5  10%  per  year.   0   Sweden   Denmark   Norway   Finland  
    • Carlsberg  has  taken  a   Carlsberg  has  an  increased  eVisibility™   due  to  improved  presence  in  Facebook  big  leap  in  eVisibility™   and  Organic  search.  An  important  step   for  a  consumer  brand  with  a  substan1al  score    this  year  –  change   media  budget.  On  the  other  hand  we  is  possible   see  three  Finnish  companies  that  has   dropped  significantly,  mainly  to   increased  compe11on.     2012  vs.  2011  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   Saunalah1  Group  Finland   -­‐20   -­‐15   -­‐10   -­‐5   0   5   10   15   20   eVisibility™  
    • 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  drama1c.  Four  new     adver1sers  has  reached  the  top  10,   Telenor,  Stadium,  Valio  and  Ikea.     80,00   The  main  reason  for  why  for   70,00   example  Saunalah1  &  Telia  is  no   60,00   50,00   longer  part  of  the  top  10  is  the   40,00   decreased  eVisibility  Score™  in   30,00   2012   Mobile  and  Paid  search.  This   20,00   10,00   2011   highlights  the  fact  that  you   0,00   constantly  need  to  improve  in   order  to  stay  on  top.  
    • Sweden  has  the  highest  eVisibility  Score™  for  Mobile  but  overall  score  is  poor     In  our  study,  57  out  of  100  companies  had     either  a  Mobile  page  or  Mobile  App.  This  is  an   38%  of  our  daily  media  interac1ons     increase  of  only  8%  compared  to  last  year   occur  on  a  smartphone.  More  than     and  highlights  a  big  challenge.  Despite  the   half,  60%  of  that  1me  is  spent  while     rapid  growth  for  media  consump1on  on   being  home.     mobile,  a  majority  of  the  100  largest   adver1sers  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  
    • DSB  did  it  again-­‐  They  have  the  highest  eVisibility  Score™  in   DSB,  the  Danish  Railways,  has  the   highest  eVisibility  Score™  in  the  the  Nordics   Nordics  this  year  as  well.  The   reason  behind  this  is  a  solid  and   well  established  visibility  across   all  digital  channels.     80   Top  20  list  of  eVisibility™  scores     70   60   DnB,  a  Norwegian  Finance   50   Group,  comes  second  and  Arla   40   30   third,  each  one  with  a  very  good   20   digital  presence  as  well.  Although   10   0   these  companies  are  top  three,   they  all  s1ll  have  several  things   that  could  be  improved.  
    • Organic  search  results  gets  the  most  aSen1on  by  consumers  –  especially  on  mobile       More  than  84  %  of  all  mobile   Mobile  users  using     users  searches  before  contac1ng    search  to  start  browsing     a  company  or  making  a   16%   purchase.  This  highlights  the   importance  for  companies  to  be   84% visible  on  search.       Organic  search  results  is  where   100   Organic  eVisibility  Score™   consumers  pays  the  most   90   80   78   72   aSen1on,  organic  visiblity   70   60   60   57   54   therefore  vital  for  all  companies.   50   40   44   44   41   41   39   As  in  last  years  study,  DSB   30   20   Denmark,  has  the  highest   10   0   Organic  eVisibility  Score™  next   to  Sova  and  Stadium.    
    • The  yearly  gross  adver1sing  spend   Arla  has  the  highest      among  the  25  Swedish  companies   eVisibility  Score™  in  Sweden  ranges  from  more  than  €128  million  down  to  €27  million.  But  there  is  no  correla1on  between  budget  and   65  eVisibility  Score™  –  Arla  has  the  highest  eVisibility  Score™  this  year   60   Arla  as  well,  even  though  now  Svenska   Svenska  Spel  Spel  &  Stadium  is  gemng  closer.   55   Stadium     Klikki  eVisibility  score   Ikea  Both  Telia  and  ICA  is  struggling   50     Telia  currently  with  their  eVisibility   Sova  Viasat   Ica   45  Score™  given  their  large  spend  and   Tele2  need  to  improve  a  lot  by  shining   40   Swedbank  focus  and  investments  towards  online.  They  have  strong  brands  and   35  a  lot  of  content  so  significant  change  is  possible.   30    -­‐                20            40            60            80            100            120            140           AdverPsing  budget     Millions  
    • We  see  massive  differences  between  industries  in  terms  of   We  see  interes1ng  differences   when  it  comes  to  average  eVisibility  Score™–  what  is  the   eVisibility™  score  per  industry.     travel  industry  doing?   Despite  that  a  vast  majority  of   revenues  in  the  travel  industry   is  generated  online  it  has  a  very   Average  eVisibility  Score™  per  industry   low  eVisibility  Score™.  This  is   even  more  surprising  if  we   consider  the  major  role  search   Travel   17   plays  before  a  purchase  of   Food  &   travel  1ckets.   Beverage   20     Home-­‐ If  you  have  a  poor  visibility   electronics   online  you  let  other  players   30   enter  your  value  chain  which   will  lower  your  margins!  
    • 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  adver1sers  did  not  have  any   Danske  presence  on  YouTube  at  all.  This   Coop   Valio   Spil     Ica  year,  it’s  the  other  way  around.    Over  50%  of  the  adver1sers  are   Volvo    present  on  YouTube.  Interes1ng  to    see  and  likely  a  trend  that  will  con1nue  given  the  increasing  1me  spent  by  consumers  on  YouTube  in  the  Nordic  region.  
    • Did  you  find  the  eVisibility  Score™  interes1ng?   Klikki  is  the  leading  Digital  MarkePng  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,  AnalyPcs  and  use  our   proprietary  technology  as  well  as  major  global  plaqorms  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  +46  8  55  00  21  74