Recent figures published by Germany’s Circle of Online Marketers (OVK) for 2011 confirm that online ad spending has continued to grow on a high level. Online ad investments amounted to 5.74 billion Euros last year. Thus, the Internet defends its runner-up position in the media mix. Looking at the advertising market as a whole, it is a relevant medium for target groups across all industries. Or, to put it in other words: More and more companies allocate their advertising budgets to those channels where their customers spent most of their time, i.e. online and mobile.
Online advertising market volume surpasses 6 billion Euros in 2012
In 2012 the online advertising market will grow by 11%, reaching a volume of 6.34 billion Euros, forecasts by Germany’s Bundesverband Digitale Wirtschaft (BVDW) say. According to their numbers, approx. 3.7 billion Euros will be invested in traditional display advertising, 2.2 billion Euros will go to search engine marketing and 415 million Euros will be spent for affiliate marketing.
Source: Circle of Online Marketers (OVK) at the Germany’s Bundesverband Digitale Wirtschaft (BVDW) 2012
Significant growth of online advertising budgets
In the retail and mail order business as well as the financial sector online ad spending has a share of 19.1% and 18.8% respectively, i.e. a Fifth in the media mix. Online ad spending is in the double digits for many industries: Services (15.9%), tourism and catering (11.8%), automobile (10.7%) to name a few. Only for the telecommunication, media, body care and food industries online ad spending is still in the single digits. Forecasts say that the online ad spending in these industries will also see further growth.
Note: Due to a new analysis model by Nielsen, it is no longer possible to put the 2011 figures for the market as a whole including the share of online advertising in direct relationship with the figures of previous years. However, the market development trend of the past year clearly indicates the continued growth of online advertising budgets and the high relevance of the Internet for all advertisers.