BERLIN: Online advertising expenditure is set to surpass €6bn in Germany for the first time this year thanks to a double-digit increase in revenues, a study has argued.

OVK, a division of digital industry body the BVDW, estimated that internet adspend would reach €6.4bn in 2012, a 12% expansion on 2011 when figures hit €5.7bn.

"This new peak confirms the relevance of online advertising as part of a holistic communications strategy," said Paul Mudter, chairman of OVK.

"The growth of the online advertising market in the first half of 2012 exceeded our expectations. We expect that market growth will remain at a high level in the second half."

"Conventional" formats like display should generate €3.7bn this year, up from €3.3bn. These totals stood at €2.1bn and €2.3bn for paid search. Affiliate marketing will also improve from €374m to €411m.

As a result, the internet is due to take 21.8% of the ad market as a whole in 2012, trailing only television on 38.2%. Newspapers were pegged to deliver 17.1% of ad sales, ahead of consumer magazines on 12.1%.

Elsewhere, the analysis reported that mobile adspend came in at €23m over the first six months of the year. As such, the annual returns secured by this channel appear likely to easily top the €35.9m logged in 2011.

Data sourced from BVDW; additional content by Warc staff