EMEA > Digital Marketing

Tanja Sanders is Managing Director, International at myThings.

I love Salmon. This wonderful fish is one of the best ambassadors of Nordic excellence. However, it can also illustrate a case in point I’d like to make regarding the state of display advertising and E-commerce in this region. How so?

Before I go back to maritime culinary delights, let’s inspect an inherent contradiction in the Nordic markets.
On the one hand, e-commerce in the Nordics is booming and slated to account for almost €11bn in revenues per year, the 4th largest in the EU! More than eight in ten Nordic consumers shopped online at least once last year, each spending an average of €675 per annum. Here’s a great infographic illustrating this:

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Originally reported by Adzine

Sixteen and a half million Germans play online games, according to the Federal Association of Interactive Entertainment Software (BIU), so it’s no surprise the industry’s biggest trade fair, gamescom, is in Cologne this year. (It started on Wednesday and is continuing through the weekend.) After double-digit growth rates in recent years, rates continue to escalate for free online games, which have now become established, financially strong and hungry for new users. This growth as given rise to three new companies: NEODAU, Traffic Captain and HitFox.

The market is still highly dynamic, even if the initial social games euphoria has subsided somewhat. According to the Facebook, social games reach 235 million people every month. The number of Daily Active Users (DAU) has reached 167 million (Source: AppStats), of which 51 million are on the market leader Zynga, followed by King.com, with 10.6 million players. Wooga from Berlin is currently at 7.2 million DAU.

€ 2.50 Per Registered Player

The operators of browser- or client-games, such as Gameforge, InnoGames, Bigpoint, upjers, Travian or Frogster also managed an impressive sum for fresh players. The annual budgets for major publishers are moving in the millions, and following an upward trend. “In the free-to-play segment there have been extremely high growth rates over the past three to four years. At the same time the increase in prices for new users have now approximately doubled in Germany, Austria and Switzerland,” said Stefan Hinz, Managing Director of gaming network NEODAU. Where a new user was previously 80 cents, today it can cost up to €2.50 to lure a player in desirable markets like Germany.

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In April 2012, TubeMogul commissioned Forrester Consulting to evaluate the brand marketing opportunity provided by RTB-enabled video and compare it to other forms of broad-based video buying, such as through ad networks. In conducting interviews with 11 RTB video buyers, Forrester found strong support for RTB video as an effective and efficient brand-building mechanism, but also evidence that the ecosystem is still quite nascent.

Digital Video Is A Digital Brand Marketer’s Dream Format

In an ecosystem long dominated by the display banner, the emergence of digital video advertising formats over the last several years has been a game changer for brand marketers— long reticent to commit significant budget to a channel whose efficacy as a brand building mechanism they doubted.

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