The document analyzes the online visibility, as measured by the eVisibility ScoreTM, of the 100 largest advertisers in the Nordic region. It finds that Swedish companies have significantly higher average scores than other Nordic countries. It also notes major changes in the rankings between 2012 and 2011, with four new entrants cracking the top 10. The document discusses trends in mobile visibility as well, noting that while time spent on smartphones is growing, many large advertisers still lack mobile optimized sites or apps. It concludes by recognizing DSB, the Danish Railways, for having the highest overall eVisibility ScoreTM in the Nordics.

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™
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™.

3. 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™

4. 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

5. 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™

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
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.

7. 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

8. 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.

9. 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.

10. 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

11. 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!

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
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.

13. 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