brand trends switzerland q1 2017 - media … · engagement level influencer marketing omnichannel...
TRANSCRIPT
TOTALBRANDVISIBILITYEARNED
PAID
330BRANDS
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BRAND TRENDS SWITZERLAND Q1 2017
02
INFLUENCER MARKETINGENGAGEMENT LEVEL
OMNICHANNEL
TWITTER FOLLOWERS
INFLUENCER
922k Les Echos
336k Art Basel
243k Artforum
216k Blick
172k Blick am Abend
105k Don Mashak
83k BMW Fr
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EARNED MEDIA PAID MEDIA
55.2% 44.8%
GROSS ADVERTISING BUDGET GROSS EQUIVALENT VALUE
CHF 5’398’524 CHF 35’433
CHF 3’715’494
CHF 61’211
CHF 875’544
Influencer
News
Social Media
Web
BRAND VISIBILITY MADE COMPARABLE
EQUIVALENT VALUE
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Vehicles
Finance
Telekommunication
Fashion & SportsBeverageEnergy
Personal Demand
Tabacco
Pharma &Health
Cleaning Agents
Cosmetics &Personal Hygene
Construction, Industry, Apliances
Services
Leisure, Tourism, Gastronomy
Digital & Household
Retail & Food
Public Transportation
Baseline
Earned
Baseline
Paid
Retail & Food sector with highest share of advertising
Vehicles industry with highest media presence
Cosmetic industry with low media coverage
Energy sector with little advertising pressure
© Media Focus Schweiz GmbH
TOTAL INDUSTRY VISIBILTY
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TOP 10 BRANDS VISIBILITY
VISIBILITY RANKINGVISIBILITY RANKING VIRALITY RANKINGVIRALITY RANKINGBRAND BRAND
Coop
Migros
SBB
Swisscom
Kinder
Renault
Aldi
VW
Mercedes
Ford
41
18
11
16
126
30
49
8
10
21
1
2
3
4
5
6
7
8
9
10
TOP 10 BRANDS VIRALITY
UBS
Manor
Credit Suisse
Starticket
Toyota
Honda
Nutella
VW
Burger King
Mercedes
1
2
3
4
5
6
7
8
9
10
121
40
85
127
15
66
105
8
58
9
The brand trend combines the advertising presence of a brand with its media presence, therefore determin-ing the complete visibility of a brand across all types media!
Visibility = Paid Visibility + Earned Visibility
Virality = Earned Penetration
Coop is a frontrunner when it comes to visibility, i.e. the “overall conspicuous-ness" (Earned & Paid Media) of the first quarter of 2017.
Migros’ advertising share is a whole 20 percent below the level of Coop with 43 million gross Francs. With a visiblity that is 3.5 times higher in the area of "Earned Media", Migros really cuts their arch rivals from Basel down to size.
Four brands from the automotive industry are represented in the top 10 with Re-nault, VW, Mercedes and Ford. Renault has the highest paid presence; with an 84 percent advertising share (VW 57%, Mercedes 53%, Ford 73%). The competi-tion thus receives significantly more coverage in media reporting.
The major bank UBS is the leader in terms of virality (number of shares, likes and posts) in the first quarter. The value of 10,523 highlights the high relevance and dissemination in digital media.
On an international level the Bloomberg article "Banks Trimming Compliance Staff as $321 Billion in Fines Abate" received the most attention (most viral article). The UBS brand experienced its biggest media echo on a national level with the SRF-Arena programme with Dr. phil. Daniele Ganser.
The high virality of Starticket is largely down to influencers such as "Banger-Channel". This blogger has more than 1.5 million YouTube subscribers.
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OOH
OOH
NEWS
NEWS
INFLUENCER INTERNET
INFLUENCER INTERNET
CHF CHFCHF CHFCHF CHF
CHF CHF
CHF CHF
CHF CHFCHF CHFCHF CHF
WEB
WEB
TV
TV
SOCIAL PRINT
SOCIAL PRINT
SBB
Migros
UBS
Mercedes
VW
Credit Suisse
Apple
Swisscom
Samsung
BMW
McDonald’s
Swisscom
Migros
Renault
Coop
Ford
Mercedes
Peugeot
Salt
Aldi
SBB
Migros
BMW
Apple
Hotelplan
Flughafen Zürich
UBS
Samsung
Credit Suisse
Hyundai
ebookers
home24
Migros
Zalando
Galaxus
Swisslos
Microspot
Swisscom
Trivago
Conforama
Warner Music
Bell
Migros Bank
Fielmann
CKW
Chopard
Eni
NeoCitran
Brita
Michel
Breitling
Ask.com
CSS
Dr. Oetker
Schilthornbahn
Rexona
Hasbro
Ariel
Lego
Naturaplan
Bank Cler
Otto’s
4B
Conrad
Migros Klubschule
CREDIT-now
Always
travel.ch
Littlest Pet Shop
Nerf
Nestlé
Agrola
VBZ
Motorex
Swiss Life
AXA Winterthur
Spar
Kuoni
search.ch
Migros Ferien
SBB
UBS
Apple
Credit Suisse
Migros
Samsung
VW
Mercedes
BMW
Ford
Kinder
Coop
Mediashop
Migros
Aldi
Trivago
Emmi Food
Swisscom
Lindt
Coca Cola
UBS
MySwitzerland
Renault
Mercedes
VW
SBB
Samsung
Swiss Int.Air Lines
Audi
Migros
Coop
Migros
Thurgau Travel
Suzuki
Renault
Mittelthurgau
Twerenbold
TopTip
Toyota
Manor
Scholl
Persil
Purina
Coop Mobile
Swiffer
4B
Mepha
Braun
search.ch
Always
Scholl
Heineken
cashgate
Visana
Conrad
Roviva
Shell
Nescafé
Mebucaine
Ovomaltine
M&M’s
Ariel
Ackermann
Signal
Groupe E Celsius
L’Oréal Paris
Otto’s
Nulu
Ask.com
Berocca
Omo
Kellogg’s
Agrola
Groupe E Celsius
UBS
Möbel Märki
Mercedes
Motorex
Bell
ZKB
8.4 Mil.
5.1 Mil.
3.9 Mil.
3.7 Mil.
3.5 Mil.
3.2 Mil.
2.8 Mil.
2.8 Mil.
2.6 Mil.
2.4 Mil.
4.2 Mil.
4.0 Mil.
3.9 Mil.
2.9 Mil.
2.8 Mil.
2.9 Mil.
2.6 Mil.
2.4 Mil.
1.9 Mil.
1.8 Mil.
354’001
110’537
96’298
77’181
75’355
73’954
72’560
70’939
69’930
68’990
2.5 Mil.
2.3 Mil.
2.1 Mil.
1.5 Mil.
1.2 Mil.
1.0 Mil.
969’567
955’624
894’005
865’831
0.60
0.60
0.60
0.60
0.60
0.70
0.80
0.90
0.90
1.10
23
48
62
82
278
550
569
627
676
735
4.80
6.20
6.80
6.80
8.00
10.60
12.80
13.40
20.60
20.60
110
370
400
839
1’118
1’149
1’157
1’760
2’176
3’210
2.6 Mil.
1.4 Mil.
1.2 Mil.
1.1 Mil.
1 Mil.
1 Mil.
933’726
875’542
674’365
647’797
12 Mil.
10 Mil.
7.3 Mil.
7.1 Mil.
6.0 Mil.
5.6 Mil.
5.5 Mil.
5.1 Mil.
4.0 Mil.
3.8 Mil.
98’242
87’682
68’739
61’364
58’240
49’847
39’267
38’608
36’027
34’336
40 Mil.
30 Mil.
6.4 Mil.
5.2 Mil.
3.9 Mil.
3.7 Mil.
3.2 Mil.
3.0 Mil.
2.9 Mil.
2.6 Mil.
0.20
0.20
0.20
0.60
0.60
0.60
0.60
1.20
1.30
1.30
825
1’485
1’530
2’530
2’670
2’800
3’187
4’315
4’750
5’123
0.60
0.60
0.60
0.60
0.70
0.70
0.80
0.80
0.90
1.00
24
117
2’332
2’356
2’356
3’600
4’980
5’176
5’700
9’360
TOP 10 TOP 10
FLOP 10 FLOP 10
OMNICHANNEL EARNED OMNICHANNEL PAID
06
UNDERSTANDING THE FUTURE
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TOTAL BRAND VISIBILITY
The harmonisation of the communication presence of two worlds sets new benchmarks for answering key questions in Marketing & PR.
All established KPIs are based on a contact value as the relevant measured variable. However, there is no likelihood of contact without visibility.
The advertising and editorial visibility of a brand must be raised on a neutral basis for every second of every day across all relevant channels.
EARNED
PAID
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