Observed Signal · Sep 18, 2024 · Market Research & Intelligence · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Online Video Ads Set Record in 2024
German online display advertising reached a record high in 2024, surpassing €6.155 billion, an 11.7% rise from 2023, according to OVK/BVDW. Video ads drove the growth, generating €2.837 billion (46% of total online display revenue). Programmatic bookings underpinned much of the expansion, with 74% of total display revenue (€4.543 billion) coming from automated purchases. The shift toward programmatic and video formats is supported by data-driven targeting and automation, including Google's Performance Max and advances in generative AI. Sustainability and Responsible Media emerged as important considerations for advertisers seeking ethical, resource-efficient ad environments. The industry is increasingly adopting programmatic, video-first strategies and AI-enhanced optimization. The OVK report invites readers to consult the full OVK/BVDW findings for deeper detail on market developments.
Industry-wide growth in Germany's online display and video advertising with a significant shift toward programmatic and sustainability considerations; OVK/BVDW forecast highlights meaningful market expansion.
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Key Takeaways & Evidence Grounding
- German online display advertising market exceeded €6.155 billion in 2024, up 11.7% year over year.
- Video ads generated €2.837 billion in 2024, representing 46% of total online display revenues.
- 74% of total display revenue (€4.543 billion) was expected to be generated via programmatic bookings in 2024.
- In-stream video ads were particularly in demand among advertisers.
- Sustainability and Responsible Media emerged as important future considerations per OVK/BVDW.
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Video Ads Surpass Display in German Digital Market Growth
The OVK (Online-Vermarkterkreis) within the BVDW forecasts continued growth in the German digital advertising market, projecting total revenues rising from more than €7.5 billion in 2025 to about €8.2 billion in 2026 (+8.7%). For 2026 the OVK expects online video to generate roughly €4.2 billion—surpassing classic display at about €4.0 billion and representing approximately 51% of combined display and video revenues. Programmatic buying is forecast to account for around 80% of the display and video market in 2026 (≈€6.5 billion), up from roughly €5.9 billion programmatic in 2025; direct/IO bookings are estimated at ~€1.6 billion in 2025 and ~€1.7 billion in 2026. The OVK cites budget shifts from traditional media to digital, strong demand for premium and mobile formats, and resilience of digital advertising despite economic uncertainty.
US Government Excludes Microsoft from Visa Program
The US government has barred Microsoft from participating in the permanent residency process for foreign workers with H-1B visas, accusing the company of abusing the program. Vice President JD Vance stated that Microsoft laid off 6,000 American employees last year while benefiting from 6,300 H-1B visa holders. The Department of Labor, led by Keith Sonderling, will not accept new permanent residency applications from Microsoft, as well as several consulting firms and Adobe. This action comes weeks before the midterm elections and reflects the Trump administration's broader criticism of the H-1B program, which it claims disadvantages American workers. Microsoft has not yet responded. The move could impact the tech industry's ability to retain skilled foreign talent.
Amazon unveils new Alexa tablets with AI and Google Play
Amazon has announced a new generation of tablets under the Alexa brand, including the Alexa Tablet 12 Pro, Alexa Tablet 11, and Alexa Tablet 8. All devices run on Android, integrate the AI assistant Alexa+, and for the first time offer direct access to the full Google Play Store, allowing users to install apps like YouTube, Netflix, and Gmail alongside Amazon services. The tablets feature various screen sizes, processors, and battery lives, with prices starting at $229.99. A special Kindle reading mode and new kids' models with parental controls have also been introduced. Sales begin in North America on October 8, with shipping from October 14, and European availability, including Germany, starts October 19.
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