klikki evisibility score 2011
TRANSCRIPT
The state of the Online visibility for the 100 largest advertisers in the Nordics
Klikki eVisibility Score™
Q4 2011
The average person in Sweden today spends close to 2 hours online per day, up 59% in just 5 years – how have the largest Nordic adver>sers been able to capture that shi@ in media consump>on? Klikki has analysed just how visible these companies are in today’s major digital channels and put together an overall figure – the eVisibility Score™.
Good online visibility – a high eVisibility Score™ – is key today
Paid Search 22,5%
Organic Search 30%
Facebook 17,5%
TwiRer 5%
YouTube 15%
Mobile 10%
eVisibility Score™ – an in-‐depth analysis from Klikki
The eVisibility Score™ is calculated based on the weighted average visibility from six different areas*.
The size of the weighted figure per area is based on how consumers spend their >me online and on how efficient that area is to drive visibility in the Nordics according to Klikki´s analysis. As seen, Search is s>ll the most important area to focus on in order to efficiently increase online visibility. * 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 eVisibility Score™
DSB, the Danish Railways, has the highest eVisibility Score™ in the Nordics. The reason behind that is a well established visibility across all the digital assets and a very good search visibility. This is likely the result of a clear online strategy to be where their customers are and do it well. Arla in Sweden comes second and Sonera in Finland third, each with a very good digital presence as well.
DSB has the highest eVisibility Score™ in the Nordics
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The yearly gross adver>sing spend among the 25 Swedish companies ranges from more than €100 million down to €15 million but there is no correla>on between budget and eVisibility Score™ – Arla has the highest eVisibility Score™ and an adver>sing budget of €15 million. A good result. Among the companies with a very low eVisibility Score™ we find major Global consumer brands that simply do not have an online visibility in Swedish at all – a strategy that could be ques>oned?
Arla has the highest eVisibility Score™ in Sweden
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Sweden is well ahead of the other markets, the average eVisibility Score™ in Sweden is 30, just less than twice as much as Finland´s 16. The low Finnish score is almost en>rely due to the lack of a brand presence on Facebook, TwiRer, YouTube and Mobile. This is not the case for Finnish consumers though. For example, more than 40% of the popula>on is on Facebook.
Swedish companies has a clear leader posi>on in the Nordics
when it comes to online visibility
Average eVisibility Score™ per country !"#
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Among the companies with the lowest eVisibility Score™ are a couple of major brands, the reason is that they have very poor visibility in the local languages. A strategy that according to Klikki is somewhat of a neglect of the local customers. It probably also results in a lower overall efficiency of the marke>ng investment for example because they don’t gain any online marke>ng effect from the offline spend.
The boRom 10 companies are almost completely
invisible online
The boRom 10 list eVisibility Score™
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ICA has the YouTube lead in the Nordics but overall YouTube visibility is poor
Over 50% of the 100 largest adver>sers don’t have any presence on YouTube at all. That is surprising given the fact that YouTube is the second largest search engine in the world and one of the most popular sites in the Nordics. ICA is clearly the most visible company on YouTube. It is worth no>ng that the five most visible companies on YouTube are Swedish.
Sweden 26
Denmark 21
Average YouTube visibility per country
Norway 11
Finland 6
Did you find the eVisibility Score™ interes>ng?
Klikki is the leading Digital Marke8ng 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, Analy8cs and use our proprietary technology plajorms Klikki SMP™ and Klikki ASX™ 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: [email protected] +46 8 55 00 21 74