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.
As early as 2020, the digital advertising industry had benefited from the digitization of many areas of life and sales rose to 4.106 million euros increased. For this year the OVK expects an increase to 5.068 million euros. The numbers refer to digital display advertising in Germany.
In 2021, the OVK expects sales of 5.068 million euros. (Graphic: Bundesverband Digitale Wirtschaft)
Outputs shifted to 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.
Accordingly, many advertisers have shifted their spending to digital channels. Accordingly, the increase in industries such as gastronomy, leisure and sports, which were particularly badly affected by the restrictions, is particularly high.
Even when the Corona restrictions were relaxed in the spring of 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. With advertising in this area, a good third of advertising sales are achieved.
The trend towards programmatic advertising remains unbroken. The share of sales is almost unchanged at 69 percent.
The forecast is based on Statista data 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.
