MEDIA, COMMUNICATIO

N, & LEISUREIncrease in Online Advertising in

Germany

By: Emily Pope

Period:2

Quarter:1

IB German V

ONLINE ADVERTISING IN GERMANY (2010) “A new forecast from the Online-Vermarkterkreis

(OVK) sees spending on Internet display advertising rising between 8% and 9% in Germany during 2010.” (from Brighter Outlook for Germany’s Display Advertising Market)

Advertisers were also more willing to use online advertising compared to previous years.

Also, the increased number of people on the internet in Germany spurred the increase in online advertising.

INTERNET USERS VS. NON-USERS

REFERENCE TO GRAPH Because of the information shown in the

graph, it is easier to see that the internet has become a major part of life for pretty much every age group. This also helps explain the increase in online advertising.

ONLINE ADVERTISING IN GERMANY CONT’D (2009) In 2009, the growth of online advertising had risen

to 7% from 5% in the previous year.

This caused the trend of declining advertising budgets in Germany to pretty much disappear.

This also caused advertisers to purchase more online advertising space due to the lower cost and greater viewing audience.

ONLINE ADVERTISING IN GERMANY CONT’D (2008) “By the year 2008, classic display advertising

captured a share of close to 5% of total advertising expenditure in Germany.” (from Online advertising in Germany: Ray of light in the crisis)

The total amount spent on online advertising in 2008 was close to EUR 2.25 billion (2.25 billion Euros).

ONLINE ADVERTISING IN GERMANY CONT’D (GENERAL INFO) The advertisers have been

experimenting with different kinds of video ads in response to the spike in both internet use and advertising in general.

Many companies are also using behavioral tests in order to produce more effective advertisments.

PROCYCLICAL: GDP AND ADVERTISING SPENDING

ADVERTISING ON THE INTERNET, DE, EUR

CONCLUSION

Overall, the increase in internet use has affected the internet advertising market. The recent spike in use has sparked a new generation in advertisement in Germany.

NOW TO SEE IF YOU WERE PAYING ATTENTION…..(IF MY POWERPOINT DIDN’T PUT YOU TO SLEEP :P)

1.) During which year was the 8-9% increase in internet advertising suspected to happed?A.) 2009B.) 3745C.) 2010

2.) What year had a 5% increase in internet advertising?A.) 2008B.) 2009C.) 2010

ANSWERS…. XD (NO PEEKING)

1.) C

2.) B

BIBLIOGRAPHY

http://www.dbresearch.com/PROD/DBR_INTERNET_EN-PROD/PROD0000000000250879/Online+advertising+in+Germany%3A+Ray+of+light+in+the+crisis.pdf

http://www.emarketer.com/blog/index.php/brighter-outlook-germanys-display-advertising-market/

http://ec.europa.eu/avpolicy/docs/library/studies/finalised/bird_bird/pub_de.pdf