Automated ads will soon claim 80% of digital display ad spending in Germany

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  • That’s why we’re giving you a preview of one of eMarketer’s most popular reports: Germany Programmatic Digital Display Ad Spending
  • You can purchase and download the full report here.

Spending on programmatic digital display ads in Germany is growing – it rose by 25% in 2018 and another 18.5% in 2019, accounting for 80% of all digital display ad spend. The continued increase is largely due to the overwhelming dominance of social media giants.


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Facebook in particular accounts for a massive amount of digital ad spend. With programmatic direct being the default method for placing ads on Facebook, eMarketer estimates that Facebook alone will account for more than 90% of programmatic direct ad spending in Germany this year. 

Meanwhile, smaller advertisers with limited technological and financial resources are reluctant toward automated ad buying for fear that their processes aren’t GDPR-compliant – which, for firms hoping to remain reputable, isn’t an option..  

eMarketer has put together theGermany Programmatic Digital Display Ad Spendingresearch report with updated forecasts and estimates of programmatic ad spend in Germany. It explores how much ad buyers in Germany will invest in programmatic digital display advertising through 2021, highlighting critical trends and influences. 

Some highlights include: 

  • Though brands may still buy programmatic ads targeting desktops and laptops, their focus has taken a sharp turn toward mobile screens. Mobile will account for nearly 78% of programmatic ad spending in Germany by 2021.
  • Facebook will exert an ever-tighter hold on Germany’s advertisers and their money. Facebook and its serial misuses of consumer data have troubled the EU and many of its residents, particularly in security-conscious Germany. Yet, somewhat ironically, the social platform remains one of the safest and most efficient places to buy digital ads. 
  • With Germany’s internet users being concerned about how their personal data is handled, the GDPR is actually a good thing. Data quality is improving under GDPR, and moreover, programmatic ad buying via a trusted agency or ad tech partner can help to achieve GDPR compliance as part of a larger data strategy.

Interested in getting the full report? Purchase & download it from our research store.

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