German food brands lag behind online

21 March 2012

BERLIN: Food brands in Germany considerably lag their counterparts in other industries when it comes to utilising online display advertising to engage consumers, a study has found.

OVK, a unit of BVDW, the trade body, reported that members of the services sector spent a collective €314m via this route last year, ahead of financial services on €270m.

Telecoms logged €244m here, beating automotive on €232m and retail on €225m. Personal care brands came some way further back on €131m, and tourism and hospitality posted €109m

However, food manufacturers fell substantially behind the other product categories assessed on this metric, recording a combined outlay of €88.4m, the analysis revealed.

Retailers typically now allocate 19.1% of their budgets to online display, bettering finance on 18.8%, services on 15.9% and tourism on 11.8%.

Automotive was the only additional segment to enter double digits on this measure, hitting 10.7%, with the remaining featured categories all dipping below the 10% benchmark.

Data sourced from BVDW; additional content by Warc staff