DUSSELDORF: The outlook for the online advertising market is improving in Germany, with brand owners in the FMCG category set to be among the key drivers of this process.
According to a new forecast from OVK, part of BVDW, the digital industry body, internet display advertising in Germany should register growth in the 8% to 9% range over the course of 2010.
This marked an improvement of 3% on its previous forecast, and follows on from the greater interest in banners, video ads and other display formats shown by marketers since the start of this year.
Moreover, the price inflation that had been in effect during this period has started to stabilise, which should help attract more companies to utilise this medium to connect with their customers.
"The reluctance observable in the advertising industry, triggered by the recession, has reduced significantly," said Paul Mudter, chairman of OVK.
"The fast-moving consumer goods category is playing an increasingly important role."
Data sourced from BVDW; additional content by Warc staff