Digital advertising is growing - and is now being quantified more precisely

The increasing consumption of digital content is driving sales in the digital advertising industry in Germany to continue to grow strongly. Through innovative advertising offers, marketers and other market participants are reacting to the growing use of the Internet and changing media usage patterns.

On behalf of the OVK – Circle of Online Marketers within the German Association for the Digital Economy (BVDW), Statista has holistically analysed these developments and calculated that digital advertising recorded total sales of EUR 3.276 billion in 2018. For this year 2019 the turnover will increase to 3.593 billion Euro. Thus, the online display advertising market is expected to grow by 9.7% compared to the previous year. 

Strong growth through innovative advertising formats - mobile advertising and moving image advertising with special dynamics 

Individual advertising segments within the industry, which were analysed and forecast for the first time in this form by Statista, have grown particularly fast. The growth drivers are therefore mobile advertising and moving image advertising. Due to the constant use of mobile devices, revenues from advertising in this segment are growing exponentially. 

Moving image advertising for the online market benefits from the popularity of online video and streaming platforms and the associated wider product range. Accordingly, sales of video advertising for the digital market increased by 18% compared to the previous year. 

According to Statista experts, the biggest driver for the positive brand development is the broader range of advertising formats. One example would be shorter forms of advertising in video format, so-called "bumper ads", which are placed in a short advertising message before or in the video in 5-10 seconds. In addition, native advertising messages were increasingly placed in so-called native ads, which are broadcast either as banners in the page or in a tile look at the end of an article. 

A new view of the advertising market

Statista has historically analysed the advertising figures of German marketers at the level of the individual advertising segments (e.g. mobile, desktop or in-page, in-stream) and approximated them for the year as a whole on the basis of the identified trends.

The model developed by Statista comprises a completely new approach, based on individual calculations of the advertising spendings of all market participants. The international platforms, such as Facebook, YouTube or display advertising at Amazon, were analysed in detail depending on the business model and the availability of parameters and a tailor-made model approach was developed.

"The display advertising market has developed very dynamically in recent years, which makes it very difficult to quantify new forms of advertising and new providers," says Peter Kautz, Head of Research & Analysis at Statista. "We have developed a so-called 'scouting approach' to ensure that these changes will continue to be timely and meaningful in the future. This approach screens new platforms and ensures that new platforms can also be included in the model in the future as soon as they generate relevant advertising revenue. 

About Statista 
Statista is one of the largest statistics portals in the world with over 1 million statistics on more than 80,000 topics from 22,500 sources. More than 1,500,000 registered users use Statista regularly. Statista currently employs more than 700 people in its offices in Hamburg, London, New York, Paris, Singapore and Tokyo.