Skip to main content
  1. Market Insights
  2. Advertising and media
  3. Advertising

Search Advertising - Switzerland

Switzerland
  • Ad spending in the Search Advertising market in Switzerland is forecasted to reach US$2.25bn in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 6.58%, leading to a projected market volume of US$3.29bn by 2030.
  • When compared globally, the United States will account for the highest ad spending (US$137.00bn in 2024).
  • Within the Search Advertising market, 47% of total ad spending is expected to be attributed to mobile in 2030.
  • The average ad spending per internet user in the Search Advertising market is projected to be US$259.10 in 2024.
  • Switzerland's Search Advertising market is witnessing increased demand for precision targeting and data analytics to reach affluent audiences effectively.

Definition:
Search Advertising, also called search engine advertising (SEA) or paid search advertising, refers to advertisements displayed on search results pages above or next to the organic search results. Brands can create search advertising campaigns. Paying a fee or bidding will give a better ranking each time targeted audiences search and click on the campaign’s ads. These advertisements are usually text based but can be displayed as images or videos where applicable.

Additional information:
Search Advertising comprises advertising spending, users, average revenue per user, and key players. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Search Advertising include Google, Bing, Baidu, Amazon, and Alibaba. For more information on the data displayed, use the info button right next to the boxes.

In-Scope

  • Search Engine Advertising (SEA)
  • Keyword advertising
  • Sponsored links

Out-Of-Scope

  • Search engine optimization (SEO)
Search Advertising: market data & analysis - Cover

Market Insights report

Search Advertising: market data & analysis

Study Details

    Ad Spending

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update: Oct 2024

    Source: Statista Market Insights

    Notes: Data was converted from local currencies using average exchange rates of the respective year.

    Most recent update: Oct 2024

    Source: Statista Market Insights

    Most recent update: Oct 2024

    Source: Statista Market Insights

    Key Players

    Most recent update: Mar 2024

    Source: Statista Company Insights

    Analyst Opinion

    The Search Advertising market in Switzerland is experiencing steady growth and development.

    Customer preferences:
    Swiss customers have shown a growing preference for online search as a means of finding information and making purchasing decisions. The convenience and efficiency of search engines have made them an indispensable tool for consumers in Switzerland. With a high level of internet penetration and a tech-savvy population, Swiss customers have embraced search advertising as a way to discover new products and services.

    Trends in the market:
    One of the key trends in the Search Advertising market in Switzerland is the increasing competition among advertisers. As more businesses recognize the importance of online visibility, they are investing in search advertising to gain a competitive edge. This trend is driven by the growing popularity of e-commerce in Switzerland, with more consumers turning to online shopping for convenience and variety. As a result, advertisers are vying for top positions in search engine results pages, leading to increased spending on search advertising. Another trend in the market is the shift towards mobile search. With the widespread adoption of smartphones and tablets, Swiss consumers are increasingly using mobile devices to search for information and make purchases. This has prompted advertisers to optimize their search advertising campaigns for mobile devices, ensuring that their ads are visible and relevant to mobile users.

    Local special circumstances:
    Switzerland has a unique linguistic landscape, with four official languages – German, French, Italian, and Romansh. This presents a challenge for advertisers who want to target the Swiss market, as they need to create search advertising campaigns that are tailored to each language group. Advertisers must consider not only the language but also the cultural nuances and preferences of each region. This requires a deep understanding of the local market and the ability to create targeted and localized ad campaigns.

    Underlying macroeconomic factors:
    The strong Swiss economy and high purchasing power of Swiss consumers are important factors driving the growth of the Search Advertising market. Switzerland has a highly developed and stable economy, with a high GDP per capita. This means that consumers have the means and willingness to spend on products and services, making them attractive targets for advertisers. In addition, the Swiss government has been supportive of the digital economy, investing in infrastructure and promoting innovation. This has created a favorable environment for businesses to thrive, including those in the search advertising industry. The government's commitment to digitalization and its focus on technology and innovation have further fueled the growth of the Search Advertising market in Switzerland. Overall, the Search Advertising market in Switzerland is experiencing growth and development due to the preferences of Swiss customers for online search, the increasing competition among advertisers, the shift towards mobile search, the unique linguistic landscape of Switzerland, and the strong Swiss economy supported by government initiatives. These factors are driving the expansion of the Search Advertising market and shaping its future trajectory in Switzerland.

    Demographics

    Most recent update: Mar 2024

    Sources: Statista Market Insights, Statista Consumer Insights Global

    Global Comparison

    Most recent update: Oct 2024

    Source: Statista Market Insights

    Methodology

    Data coverage:

    Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

    Modeling approach:

    A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

    Forecasts:

    We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

    Additional notes:

    Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

    Advertising & Media

    Access more Market Insights on Advertising & Media topics with our featured report

    Search Advertising: market data & analysis - BackgroundSearch Advertising: market data & analysis - Cover

    Key Market Indicators

    Notes: Based on IMF, World Bank, UN and Eurostat

    Most recent update: Sep 2024

    Source: Statista Market Insights

    Contact

    Get in touch with us. We are happy to help.