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Saturday
- September 23, 2000
German Online Ad Market Grows in July
Germany's online advertising market grew from
DM16.2 million in June to DM18.2 million in July, an increase
of
DM2.5 million, according to the latest figures published
by Forrester Research B.V. (Nasdaq: FORR). In June, Forrester
launched its Internet AdWatch™ local-language online ad
monitoring tool in Germany.
In July, Bertelsmann was the country's leading
advertiser, spending DM1,305,000 -- a DM61,000 rise from
the previous month. However, the UK still remained Europe's
largest online advertising market in July with a total ad
spend of DM26.2 million.
"Germany's online ad market continues
to show strong signs of growth, but it's far more uneven
than the UK, where the scale of online spend is more evenly
distributed among the top 10 advertisers," said William
Reeve, group director of data products at Forrester Research
B.V. "For instance, the two biggest German online advertisers
are disproportionately bigger than the rest. Behind Bertelsmann,
Lycos was Germany's second-highest spender, pumping DM915,000
into the market. There is then a huge spending gap of DM385,000
between Lycos and third-placed Verlagsgruppe Milchstraße,
which spent DM530,000."
Reflecting the summer holiday season, the media
and entertainment and consumer goods sectors totalled DM8.7
million, or 47% of Germany's total online ad spend in July.
Financial services came in third, with 13% of the market
or DM2.4 million. This sector is far stronger in the UK,
where total online ad spend by financial services companies
came to DM5.3 million in the same month -- again underlining
the level of competition between traditional banks and online
entrants, which is more acute than in Germany.
"However, both the German and the UK online
advertising market are demonstrating the general buoyancy
and uptake of business-to-business eCommerce," Reeve
continued. "The business products and services sectors
was ranked fourth in both markets in July. In Germany, online
ad spend in this sector was DM2.0 million, and in the UK
it totalled DM2.5 million. This reinforces Forrester's contention
that Europe's 1.2 trillion euros in B2B eBusiness trade will
outstrip the region's B2C eBusiness trade tenfold by 2004."
Internet AdWatch tracks and values the online
activities of over 15,000 advertisers across more than 650
sites in France, Germany, and the UK, and can be accessed
in three distinct yet complementary ways. Internet AdWatch
Online is a simple Web-interfaced desktop application that
enables clients to search more than 6 million observations
of online advertising, archived to May 1998. Clients have
the facility to examine their competitors' online ad campaigns
in great detail, through analysis of creative work and the
recreation of media schedules. The Internet AdWatch Spending
Monitor is an invaluable way to size the total online ad
market and the split between product sectors on a monthly
basis, through a list of the top advertisers and campaigns
with their estimated values. Finally, Internet AdWatch customers
can receive weekly email Campaign Alerts showing campaign
creatives with hot links to their placements.
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2000 News Archive
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