Online advertising accounts for 13.5 percent of the media mix
Even if the advertising economy slackens, the growth of online advertising in 2008 cannot be slowed down: the online marketing group (OVK) in the Federal Association of the Digital Economy (BVDW) is presenting its half-yearly report at the Online Marketing Düsseldorf, which begins today.
Even if the development in the entire online advertising market remains slightly below the expectations at the beginning of the year, the members are still reporting respectable growth rates. The integration of online advertising into the media mix has now been completed across almost all sectors. According to their calculations, the market share of the online advertising market in the 2008 media mix is now 13.5 percent.
With more than 1.8 billion euros, the majority of the advertising investments – as in previous years – will fall on classic online advertising. “Classic forms of advertising such as banners and other graphic advertising elements account for the largest share at 1.8 billion euros. Advertisers are expected to invest around 1.5 billion euros in search term marketing in the current year. This corresponds to an increase of 24 percent. The affiliate networks are sticking to their forecast from spring and are expecting an increase in advertising investment of 25 percent, resulting in a total volume of 268 million euros.
“Online advertising is an integral part of the advertising industry’s media mix. In the current stagnating advertising market, the importance of the online advertising market is all the more evident in the development of the online share of the entire media mix,” explains OVK Chairman Paul Mudter. The share of online advertising has risen in the last four years from an initial 4.4 percent of advertising revenue to 13.5 percent in 2008.