What industries advertise the most?
According to the new online report 2012 / 01 Online Marketer Circle (OVK) in the Bundesverband Digitale Wirtschaft (BVDW) eV, the online industry expects a significant expansion of online budgets.
For the absolute online advertising investment, the area of other advertising with 347,0 million euros is the top performer of all economic sectors, closely followed by the service sector with 314,0 million euros. In total, six of 25's individual economic sectors exceeded the 200 million-euro limit last year.
Other top online advertisers include the financial sector (270,3 million), the telecommunication industry (244,0 million), the motor vehicle sector (231,8 million) and the trade and shipping sector (224,7 million).
Personal care, media, tourism and gastronomy: Investments in the hundreds of millions
Of the remaining sectors, only the food industry with online investments of 88,4 million euros in the year 2011 is still in the double-digit millions.
Meanwhile, the online spending of the segments of personal care (130,6 million euro), media (130,3 million euro) and tourism and gastronomy (109,1 million euro) are already in the three-digit range and thus show the inter-branch target group relevance of the internet.
BVWD expects significant expansion of online budgets
In the retail and mail-order sector as well as the financial sector, the online share of 19,1 or 18,8 percent is already around one-fifth of the mediamix. In the service sector (15,9 percent), the tourism and catering segment (11,8 percent) and the motor vehicle sector (10,7 percent), the proportion of online advertising in the mediamix is already in the double-digit percentage range.
Only in the case of telecommunications, media, personal care and nutrition are the advertising investments in classic online advertising still in the single-digit range. However, in view of the fact that there is a marked increase in online exposure across all industries, the BVDW expects a significant expansion of online budgets in the coming years.
Who has the biggest piece of the advertising cake?
Despite all the positive numbers, a glance at the statistics shows that 2011 still had the biggest piece of advertising cake on TV.
However, online continues to surpass print. And if what is foreseeable, Online and TV continue to grow together, the statistics are likely to change dramatically.
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