Estimating the total value of the display advertising market in Germany

The online advertising market has long since become an essential channel for addressing customers. With the rise of new social media services, advertising channels and marketing opportunities are constantly changing. The OVK (Online-Vermarkterkreis) has been publishing data on the overall display advertising market for 10 years and commissioned Statista to develop an updated methodology so that it could cover the latest developments.

How much revenue does the display advertising market generate in Germany?

Our Solution

The OVK was looking for an updated and reliable method for assessing the display advertising market in Germany to be able to include the revenues of international players as well. Statista developed a holistic market model based on existing data on German and international market players. The market model can be adapted at any time using the most current data, providing the OVK with the latest reliable overall market figures several times a year.
In the first step, the revenues of the OVK members were processed. In addition, core KPIs of the international players were collected by means of desktop research. Based on the available data, a holistic model was set up to forecast the revenues of German and international market players. The methodology of the model and the results were subsequently validated through expert interviews and discussion rounds with OVK experts. Finally, Statista produced graphical representations of the figures to supplement their publication.

  • Conception of a holistic forecast model
  • Validation through expert interviews and discussion rounds
  • Assistance with the publication and graphical presentation
Customer Results

The revenues of the German display advertising market will be around EUR 4 billion in the upcoming years. Compared to the previous year, revenues have increased by 8.6%, as the forecasting model calculations have come up with. The OVK was provided with all the results and the market model in MS Excel. The key results are regularly presented in a study published by the OVK.

  • Extrapolation of the total revenues of the German display advertising market for the current year as well as the forecast for the following year
  • Forecast model in MS-Excel
  • The publication of the OVK advertising statistics is available under the following link