Observed Signal · Feb 28, 2019 · Earnings Report · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Digital Ads in Germany Rise 7% in 2018
According to the Online-Vermarkterkreis (OVK) within the BVDW, Germany’s digital advertising expenditures grew by 7% in 2018, despite GDPR implementation, Facebook scandals, and heightened privacy concerns. Digital and mobile formats led the growth, with the strongest quarter being Q4 2018 at 671 million euros in revenue. Net investments increased from 1.928 billion euros in 2017 to 2.065 billion euros in 2018. For 2019, OVK forecasts net investments of 2.189 billion euros, a roughly 6% rise. A full OVK report was planned for publication in March, with early indications from the BVDW suggesting that broader societal shifts in the digital space will not severely curb the advertising industry. OVK chair Rasmus Giese of United Internet Media highlighted the continued year‑over‑year growth of online and mobile ad spend despite the regulatory and privacy headwinds.
Industry growth in German online advertising; forecasted continued growth
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Key Takeaways & Evidence Grounding
- 2018 digital and mobile net advertising investments in Germany grew 7% year over year.
- Q4 2018 net revenues reached 671 million euros.
- Total net investments rose from 1.928 billion euros in 2017 to 2.065 billion euros in 2018.
- OVK forecasts 2019 net investments to 2.189 billion euros, +6%.
- A full OVK report was planned for release in March.
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