Observed Signal · Mar 7, 2024 · Forecast · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
OVK Forecasts Growth in German Online Display Ads
The Online-Vermarkterkreis (OVK) within Germany’s BVDW forecasts growth for the online display advertising market in 2024. After 2023 display ad revenue reached €5.5 billion, OVK projects €5.94 billion for 2024, a 7.9% rise. The growth is driven primarily by Programmatic Advertising (about €4.4 billion) and Online Video Advertising (around €2.8 billion), with Video Ads expected to grow roughly 24% in 2024 and 2023 video ad revenue surpassing €2 billion for the first time. Online Audio is forecast to rise 12% to €140 million in 2024. The fourth quarter of 2023 contributed strongly, up 21% year-over-year. OVK chair Rasmus Giese notes that if market conditions hold, the online display market could approach €6 billion in 2024. A paired trend study also notes about 22% of users are willing to pay for editorial content online.
Forecast of growth in the German online display advertising market; not a major platform technical release or earnings event
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Key Takeaways & Evidence Grounding
- 2023 German online display advertising revenue: €5.5 billion.
- 2024 forecast: €5.94 billion, up 7.9% YoY.
- Main drivers in 2024: Programmatic Advertising €4.4B and Online Video Advertising €2.8B.
- Video Ads forecast to grow ~24% in 2024; 2023 video ads exceeded €2B for the first time.
- Q4 2023 online display market +21% YoY.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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DMEXCO 2026: Digitale Wirtschaft auf dem Weg von Künstlicher Intelligenz zu echter Wertschöpfung
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