New calculations by the market research institute Statista allow a positive outlook for the digital display advertising business. After that, their sales in 2019 should rise by almost ten percent. Traditionally for the Dmexco, the on-line marketer circle (OVK) in the federal federation digital economy e.V. in the form of its second half-yearly report presents current market figures to digital forms of advertising. With regard to display advertising, OVK is relying for the first time on a new calculation model developed in cooperation with the market research institute Statista. According to the new methodology, Statista is expected to generate sales of around EUR 3.3 billion in 2018 and forecasts around EUR 3.6 billion for the current year 2019. That would correspond to an increase of 9.7 percent. Accordingly, so-called pre-rolls, ie advertising blocks that are played in front of video content, have proven to be particularly strong. Even the “Flex Ads”, which automatically adjust to different screen sizes, show sales growth. In addition, the OVK wants to have determined relocations to forms of advertising that conform to the concept of Acceptable Ads.
The new calculation model should consider significantly more parameters than before. For the first time sales of all major platforms, including Amazon, Facebook, Instagram, Youtube or Twitter, and intermediaries would be considered. Additional accuracy should bring the inclusion of the results of expert interviews, as well as the evaluation of corporate publications. Rasmus Giese of United Internet Media, chairman of the OVK, is confident that the “new model is more comprehensive and provides a more accurate picture of the market.”
The OVK has not changed the way the calculation is based on pure display advertising, whether static or dynamic. For example, sales from an affiliate, search and influencer marketing are still not reflected in the aforementioned sales. The full report will be published by the OVK in autumn 2019.