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: firstname.lastname@example.org or call us +46 8 55 00 21 74