Observed Signal · Mar 12, 2026 · Market Forecast · Source: Adzine · Impact: 3/5 · Sentiment: Positive
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.
National market forecast showing video surpassing display and programmatic reaching ~80% has material implications for media planning, budget allocation, format priorities, and programmatic strategy in the German ad market.
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Key Takeaways & Evidence Grounding
- OVK forecasts German digital display and video ad market to grow to ~€8.2 billion in 2026 (up 8.7% from 2025).
- Online video is projected to generate ~€4.2 billion in 2026, exceeding display (~€4.0 billion) and making up about 51% of combined display+video revenue.
- Programmatic transactions are expected to represent ~80% of the display and video market in 2026 (forecast ~€6.5 billion programmatic revenue).
- Programmatic revenue in 2025 was reported at ~€5.9 billion; direct/IO bookings were ~€1.6 billion in 2025 and forecast ~€1.7 billion in 2026.
- OVK attributes growth to advertisers shifting budgets from traditional channels to digital, rising mobile-format importance, and high demand for premium formats.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
German digital ad market forecast raised for 2026
The German digital advertising market is projected to grow by 13.8% to nearly €9 billion in 2026, according to an updated OVK forecast. This upward revision from the spring forecast is driven by strong H1 performance (Q1 up 12%, Q2 up 15%) and an expanded data basis including Connected TV and streaming. Digital video will account for €4.8 billion (53% of the market), and programmatic buying is projected to reach €7.1 billion (78%). The report highlights the rise of agentic advertising and the impact of generative AI on publishers. Media agencies report strong demand, with 70% describing it as strong, but a Dmexco survey finds 39% of marketers expect flat budgets. The trade sector led ad spending growth, while the automotive sector saw the largest increase at 50%.
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