Dmexco: online advertising defies the crisis

DMEXCO: Online advertising defies the crisis

With positive numbers, the online marketers circle (OVK) in the Federal Association of Digital Economic Economics (BVDW) has opened this-year advertising fair DMEXCO. In 2019, sales in digital diplay advertising increased by 10 percent to 3.61 billion euros. For 2020, growth of 8.6 percent is expected.

Travel market broken away, trading dominated

After an above-average start to the year, the industry had to plug in a juxa. "The advertising budget was fundamentally reduced via all media", explains OVK chairman Rasmus Giese from United Internet Media in Koln development in the second quarter. However, during the advertising market for travel in the course of the Corona crisis was almost completely broken away, other industries such as trading the failed revenues largely. "In the third quarter, the revenues recover again and will increase to 943 million euros," explained Giese.

DMEXCO: Online advertising defies the crisis

Result: The annual result should even grow strongly than expected before the Corona crisis. The OVK had an increase of 7.0 percent for the full year in February. Although the advertising industry in the second quarter had an overflow of reach available, which rummages on a released demand. But the online area benefits at the expense of other forms of advertising. "The advertisers shifts their budgets significantly in the digital channel", explained Giese. The forecast for 2020 is therefore 3.92 billion euros.

New cookie rules without effect

The extracted turnaround by combined cookie rules has failed. Thus, a decision of the Federal Court of Justice of May had a strong impending to the consent banners. But the business with personalized advertising has not changed thereby. On the contrary, the sales share for programmatic advertising in 2019 was still 62 percent, ie 2.25 billion euros, the OVK for 2020 expects a programmatic share of 67 percent and revenue of 2.63 billion euros.

Critic at the cookie banners rolled out a few weeks ago, according to the new Transparency and Consent Framework, Christopher Kaiser, Deputy Chairman of the OVK and CEO of Stroer Digital, wanted to be considered. Thus, the consent banners have been delayed extensively before importing. "The form in which this is now being implemented very uniform in the market is the best way in my eyes, how to do that." Kaiser spoke of consent rates from 80 to 90 percent. However, data protectioners recently started a systematic checking of practices in online advertising, especially on publishing pages.