BERLIN: Advertisers in Germany could change their digital priorities in the next five years, with mobile and online video gaining ground as paid search and banner ads fall back, a survey of senior executives has found.
BVDW, the trade body, polled representatives of 26 leading media agencies, all of which perceived paid search as playing an important role today, versus just 80% expecting it to be so in five years' time. These totals hit 96% and 60% in turn for online banners.
Social media ads posted 72% and 68% respectively on these metrics. Affiliate advertising yielded the greatest decline, however. It is now regarded as key by 80% of executives, but only 24% see it retaining this status.
By contrast, online video saw an improvement from 92% to 100% on this measure. Mobile is currently integral for 64% of contributors, whereas 96% predicted it would hold this position in five years' time.
In reflection of evolving attitudes in this area, 92% of interviewees thought online campaigns to enhance brand image would be vital by the end of this period, up from 76% at present. Performance-driven campaigns were unchanged here, on 92%.
Elsewhere, all of the panel agreed that smart or web-connected TVs were viewed as important future channels, but just 80% thought they held immediate potential.
Mobile apps were perceived as offering meaningful opportunities today by 72% of participants, and 88% expected their status to rise. These figures reached 8.7% and 39.1% for in-game ads.
The broader areas considered to be of interest in 2012 included targeting, on 100%, and customer journey tracking, on 96%, the same score as establishing "currencies" to value online consumers and ads.
On average, the internet ad market was anticipated to grow by 13% in 2012. Last year, the sample stated this channel would expand by 14%, compared with an actual lift of 18%. Overall, BVDW's respondents have proved too conservative in four of the last five years.
Among the core categories set to drive growth were retail, toiletries and cosmetics, alongside healthcare and pharmaceuticals.
Data sourced from BVDW; additional content by Warc staff