{"id":11065,"date":"2016-09-15T18:50:31","date_gmt":"2016-09-15T18:50:31","guid":{"rendered":"https:\/\/newsslash.com\/n\/8265-digitale-display-werbung-waechst-um-6-3-prozent-in-2016\/"},"modified":"2016-09-15T18:50:31","modified_gmt":"2016-09-15T18:50:31","slug":"8265-digitale-display-werbung-waechst-um-6-3-prozent-in-2016","status":"publish","type":"post","link":"https:\/\/newsslash.com\/n\/8265-digitale-display-werbung-waechst-um-6-3-prozent-in-2016\/","title":{"rendered":"Digitale Display-Werbung w\u00c3\u00a4chst um 6,3 Prozent in 2016"},"content":{"rendered":"<p>Digitale Display-Werbung wird in diesem Jahr um 6,3 Prozent wachsen \u00e2\u20ac\u201c das best\u00c3\u00a4tigt die Prognose, die der Online-Vermarkterkreis (OVK) heute ver\u00c3\u00b6ffentlicht. Die traditionell am ersten Tag der dmexco pr\u00c3\u00a4sentierte Wachstums\u00c2\u00adprognose beziffert das Gesamtvolumen des digitalen Display-Werbemarktes auf 1,782 Milliarden Euro. Der digitale Display-Werbemarkt bleibt auf einem stabilen Wachstumskurs. Gegen\u00c3\u00bcber 2015 (1,676 Milliarden Euro) hat sich das Volumen um 6,3 Prozent auf 1,782 Milliarden Euro erh\u00c3\u00b6ht. Das entspricht exakt der zu Anfang des Jahres getroffenen Prognose des OVK. Mit 28,8 Prozent Anteil am Gesamtwerbemarkt liegt Online-Werbung auf dem Niveau von Fernsehen (29,3 Prozent) und setzt sich weiter von Tageszeitungen (17,5 Prozent) und Publikumszeitschriften (7,1 Prozent) ab. Wie sich in den vergangenen Jahren bereits abgezeichnet hat, sind Bewegtbild und Mobile die st\u00c3\u00a4rksten Treiber von Online-Display-Werbung. \u00e2\u20ac\u017eDigitale Display-Werbung hat bereits ein beachtliches Niveau erreicht und bleibt dennoch auf einem stabilen Wachstumskurs \u00e2\u20ac\u201c vor allem getrieben durch Mobile sowie eine stark wachsende Relevanz von Bewegtbild\u00e2\u20ac\u0153, erkl\u00c3\u00a4rt OVK-Vorsitzender Paul Mudter (IP Deutschland). \u00e2\u20ac\u017eUnd damit trotzt der Markt Widrigkeiten wie beispielsweise einer weiterhin hohen Adblocker-Rate von beinahe 20 Prozent. Diese positive Entwicklung des Gesamtmarktes sowie der leichte R\u00c3\u00bcckgang der Adblocker-Rate sind auch auf die kontinuierlichen Aufkl\u00c3\u00a4rungsma\u00c3\u0178nahmen und Qualit\u00c3\u00a4tsoptimierungen des OVK und und der Publisher zur\u00c3\u00bcckzuf\u00c3\u00bchren. Im Ergebnis hat Digital seinen Anteil am Gesamtwerbemarkt weiter ausgebaut und befindet sich auf Augenh\u00c3\u00b6he mit TV.\u00e2\u20ac\u0153 Vor dem Hintergrund schwindender Grenzen zwischen station\u00c3\u00a4rem und mobilem Internet verzichtet das Vermarktergremium auf eine getrennte Ausweisung von Online- und Mobile-Ums\u00c3\u00a4tzen und bildet den digitalen Display-Werbemarkt ganzheitlich ab. \u00e2\u20ac\u017eWerbungtreibende aber auch Nutzer unterscheiden nicht mehr zwischen Online und Mobile. Nahezu alle Digital-Kampagnen werden endger\u00c3\u00a4te\u00c3\u00bcbergreifend und cross-digital ausgespielt\u00e2\u20ac\u0153, erkl\u00c3\u00a4rt Oliver von Wersch (Gruner+Jahr Digital), stellvertretender Vorsitzender des OVK. \u00e2\u20ac\u017eMit der konsolidierten Marktzahl bilden wir diese Entwicklung zeitgem\u00c3\u00a4\u00c3\u0178 ab.\u00e2\u20ac\u0153<\/p><div class=\"newss-content\" id=\"newss-1091991272\"><script async src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-7733425960004873\" crossorigin=\"anonymous\"><\/script><ins class=\"adsbygoogle\" style=\"display:block;\" data-ad-client=\"ca-pub-7733425960004873\" \ndata-ad-slot=\"2582020599\" \ndata-ad-format=\"auto\"><\/ins>\n<script> \n(adsbygoogle = window.adsbygoogle || []).push({}); \n<\/script>\n<\/div><div class=\"newss-article-1\" id=\"newss-1209685481\"><script async src=\"https:\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js?client=ca-pub-7733425960004873\"\r\n     crossorigin=\"anonymous\"><\/script>\r\n<!-- Homepage2 -->\r\n<ins class=\"adsbygoogle\"\r\n     style=\"display:block\"\r\n     data-ad-client=\"ca-pub-7733425960004873\"\r\n     data-ad-slot=\"2582020599\"\r\n     data-ad-format=\"auto\"\r\n     data-full-width-responsive=\"true\"><\/ins>\r\n<script>\r\n     (adsbygoogle = window.adsbygoogle || []).push({});\r\n<\/script><\/div>\n","protected":false},"excerpt":{"rendered":"<p>P\u00c3\u00bcnktlich zum Start der dmecxo hat der Online-Vermarkterkreis (OVK) bekannt gegeben, dass der Markt der Digitalen Display-Werbung&#8230; Mehr auf Newsslash.com!<\/p>\n","protected":false},"author":2,"featured_media":21974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-11065","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Digitale Display-Werbung w\u00c3\u00a4chst um 6,3 Prozent in 2016 - Newsslash<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digitale Display-Werbung w\u00c3\u00a4chst um 6,3 Prozent in 2016 - Newsslash\" \/>\n<meta property=\"og:description\" content=\"P\u00c3\u00bcnktlich zum Start der dmecxo hat der Online-Vermarkterkreis (OVK) bekannt gegeben, dass der Markt der Digitalen Display-Werbung... 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