Automotive Firms Are Germany's Biggest Digital Advertisers - eMarketer

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Automotive Firms Are Germany's Biggest Digital Advertisers

Pre-roll advertising is by far the most popular online video ad format

March 31, 2016

The automotive industry in Germany spent €385 million ($421 million) on online advertising in 2015, up from €366 million ($410 million) in 2014. This is the most any industry spent in 2015, according to a March 2016 report by Nielsen, Bundesverband Digitale Wirtschaft (BVDW) and Online-Vermarkterkreis (OVK).

Top 10 Industries in Germany, Ranked by Online Ad Spending, 2014 & 2015 (millions of €)

2014’s top digital ad industry in Germany, retail and mail order, spent €392 million ($439 million) on online ads in 2015, up from €310 million ($347 million) the prior year.

In terms of display formats, ad bundles, meanwhile, proved to be the most popular, with spending at €472 million ($536 million) in 2015, although that figure was down slightly from 2014, when spending reached €507 million ($575 million).

Pre-roll video ad spending, meanwhile, skyrocketed, from €276 million ($313 million) in 2014 to €379 million ($430 million) in 2015, the biggest jump of any ad format in the top 10 in Germany. Wallpaper advertising, while still in the top three, fell the furthest, from a 2014 spend of €390 million ($442 million) to a 2015 spend of €312 million ($353 million).

Top 10 Online Display Ad Formats in Germany, Ranked by Spending, 2014 & 2015 (millions of €)

Mid-roll video advertisements, meanwhile, have made modest strides, from a €62 million ($69 million million) 2014 spend to a 2015 spend of €72 million ($80 million). Post-roll ad spending has also increased slightly.

eMarketer estimates digital ad spending in Germany will reach $5.85 billion this year, up 5.3% over 2015 levels. Display advertising in particular will see $2.16 billion in outlays this year, we estimate.

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