Online advertising market generates 23.4 percent more sales
Digital advertising spending increased during the corona pandemic. For this year, the online marketers group expects total sales of around EUR 5.07 million.
During the corona pandemic, the online advertising market increased its sales significantly. For 2021, the online marketers group (OVK) in the Federal Association of the Digital Economy (BVDW) expects an increase of 23.4 percent compared to the previous year.
The digital advertising industry had already benefited from the digitization of many areas of life in 2020 and increased sales to 4.106 million euros. For this year expects the OVK an increase to 5.068 million euros. The numbers refer to digital display advertising in Germany.
In 2021, the OVK expects sales of EUR 5.068 million. (Graphic: Federal Association of the Digital Economy)
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Spending shifted to the digital
“The online shift in everyday life had a direct impact on advertising. As a result, the Internet was the only type of advertising medium to record growth in the Corona year 2020, “said Rasmus Giese (United Internet Media), Chairman of the OVK in the BVDW, according to the press release.
According to this, many advertisers have shifted their spending to digital channels. Accordingly, the increase is particularly high in sectors such as gastronomy, leisure and sports, which were particularly hard hit by the restrictions.
Even when the corona restrictions were relaxed in spring 2021, spending on digital advertising rose again.
Programmatic advertising remains important
For the first time, the forecast also includes figures on sales with moving image formats. A good third of advertising sales are generated with advertising in this area.
The trend towards programmatic advertising remains unbroken. The share of sales is almost unchanged at 69 percent.
The forecast is based on data from Statista from expert interviews and primary and secondary data from marketers, publishers and platforms. The OVK presented the forecast on the occasion of the Dmexco advertising fair.
