Observed Signal · Feb 27, 2020 · Market Report · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
German digital ad market grows 10% in 2019
OVK (Online-Vermarkterkreis), part of the German Bundesverband Digitale Wirtschaft (BVDW), released 2019 figures for digital display advertising in Germany, prepared with Statista. The display market generated €3.613 billion in 2019, up from €3.276 billion in 2018—roughly a 10% increase. The OVK-BVDW analysis blends primary and secondary member data, company publications, and expert interviews, and cites Bewegtbild (video), mobile, and smarter use of technology as key growth drivers. For 2020, a ~7% growth is forecast, bringing revenue to about €3.866 billion. Top formats in 2019 included Pre-Roll Ads and Ad Bundles, with mobile formats such as Mobile Pre-Roll and Mobile Medium Rectangle also among the top five; the Mobile Medium Rectangle achieved over 100% growth in gross ad investments year over year. Looking ahead, OVK intends to address the cookie-less future with market partners, aiming to establish a new and better industry standard in Germany and Europe, according to OVK deputy chair Christopher Kaiser (Ströer Digital Media); chairman Rasmus Giese (United Internet Media) corroborates the positive market trajectory.
Healthy growth in the German digital ad market; not platform-level disruption
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Key Takeaways & Evidence Grounding
- 2019 German digital display ad revenue: €3.613 billion; 2018: €3.276 billion
- Growth in 2019: approximately 10%
- 2020 forecast: +7% to €3.866 billion
- Top formats in 2019: Pre-Roll Ads, Ad Bundles; Mobile Pre-Roll; Mobile Medium Rectangle; Mobile Medium Rectangle grew >100% YoY
- OVK and partners exploring cookie-less future to establish a new industry standard in Germany and Europe
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