Video ads will be the biggest success factor in the online display advertising market in 2024 and will account for almost half of revenues. But sustainability is also increasingly influencing advertising strategies.
The German online display advertising market is on a clear growth trajectory in 2024 and has exceeded the six billion euro threshold for the first time. According to the current forecast of the online marketing circle in the Federal Association of Digital Economy, sales will rise to 6.155 billion euros – an increase of 11.7 percent compared to the previous year. Rasmus GieseChairman of the OVK and Managing Director of United Internet Media, confirms:
The positive growth trend for display advertising, which we were already able to observe in the second half of 2023, has not only continued in 2024, but has also intensified. We will therefore significantly exceed the target of almost six billion euros forecast in the spring. In Germany, online display advertising stands for trustworthy and secure offers in high-reach environments with a high level of awareness.
The figures prove that online display advertising is not only remaining stable, but is continuing to gain in importance – especially in the areas of programmatic advertising and video advertising.
Programmatic Advertising: Automation as a revenue driver
A large part of this growth is driven by programmatic advertising. By 2024, 74 percent of total revenues – equivalent to €4.543 billion – are expected to be generated through programmatic bookings. This shows how important ad automation has become. Advertisers benefit from more efficient campaigns that are specifically targeted to their target groups, which has a positive impact on return on investment. As a result, the use of data and technology to target ads is becoming more and more the norm, driven, for example, by the expansion of advertising solutions such as Google’s Performance Max and generative AI in general.
Online video advertising: A success story
Another trend that cannot be ignored is the rise of online video advertising. With revenue expected to reach €2.837 billion in 2024, accounting for 46 percent of total online display revenue, this represents a growth of almost 28 percent year-on-year.
In-stream video ads in particular are in demand among advertisers because they strongly engage users and encourage engagement. As a result, video content is becoming increasingly central to successful campaigns.
Videos are also proving successful on social media. To help you generate as much attention as possible with promotional and organic videos in 2024 and beyond, read our video trends for 2024.
Videotrends 2024:
From AI creations to the right video length
Sustainability and Responsible Media: A look into the future
While the growth is impressive, sustainability remains an important aspect. The industry has recognized that responsible media – the responsible design of advertising environments – is a crucial factor. This includes both ecologically sustainable measures and the economically responsible use of resources. In online marketing practice, this means that sustainable advertising practices are not only an ethical trend, but are also increasingly expected by consumers and influence purchasing decisions.
How to become a regular player in the online display advertising market
The enormous growth figures in the area of online display and video advertising show that investing in programmatic campaigns and video content is not only worthwhile, but is increasingly becoming a must in order to remain competitive. The automation of ads, coupled with an increasing shift towards moving image content, offers you the opportunity to address your target groups more precisely and effectively. If you invest in programmatic advertising and online video advertising now, you can benefit from the current trends and maximize your ROI. Sustainability should also play a role in order to strengthen users’ trust in your brand in the long term.
You can find more information about developments in the online display advertising market in the full OVK-Report.
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Source: onlinemarketing.de
