German online adspend to rise 10%

06 March 2009

DUSSELDORF: The German online advertising market is set to grow by 10% this year to a value of €4 billion ($5bn; £3.6bn), as the medium enhances its position at the expense of traditional media, according to figures from national industry body BVDW.

German adspend will decrease by around 0.6% in 2009 according to WARC's Consensus Forecast, with the Eurozone-12 also likely to see negligible growth over the year as a whole.

Equally, while BVDW predicts internet advertising expenditure will expand on the total of €3.65bn posted in 2008, the rate of growth is down on the uplift of 25% it forecast in September last year.

According to BVDW, the web held a 14.8% share of the German advertising market in 2008, up by 2.7% year-on-year, and it is predicted that the medium will draw level with magazines' overall share in 2009.

The organisation's OVK Online Report 2009/10 also reports that advertisers' use of online video increased by 236% last year, and that each of the main internet advertising formats registered growth over the course of 2008.

Data sourced from BVDW; additional content by WARC staff