Hamburg, 6 January 2015. The German advertising market is set to continue growing in 2015. This is the conclusion drawn by Hamburg-based agency JOM Jäschke Operational Media in its current forecast, which predicts that net advertising expenditure by companies in Germany will rise by approx. 1.2% in 2015. This puts the anticipated growth rate slightly below that of the previous year, during which the market grew by approx. 1.5%.
One of the major driving forces behind this growth is likely to be advertising spots in online videos viewed in environments such as YouTube or media libraries. As in the previous year, JOM’s experts anticipate that advertising expenditure in this area will double during 2015, taking it to well over 200 million euros. Advertising on mobile terminal devices will continue to grow and is also likely to pass the 200 million euro mark for the first time during 2015.
According to JOM Jäschke Operational Media, the picture for traditional media looks quite different. The Hamburg agency expects that advertising income in this segment will continue to decline slightly, due not least to losses incurred by printed newspapers, magazines and mailshots. However, TV will retain its position as Germany’s strongest advertising medium during 2015.
The forecast also includes investments in content marketing and social media, which according to JOM will increase by approx. 20% during 2015 and therefore make a significant contribution to overall market growth.
“In our digital age, brand communication and dialogue with the consumer are now more likely to take place via individual platforms and relevant high-quality content. This is why we are experiencing an increased shift in investment from paid advertising environments to social media and content marketing. These days, it’s practically impossible to give a realistic picture of the advertising market without providing an assessment of these activities,” says JOM’s executive director, Michael Jäschke.
With a growth rate of 1.2%, the advertising market is likely to be only slightly behind the development of the economy as a whole. The marked rise in private consumer expenditure in this country will have a particularly positive effect. However, there is still some uncertainty concerning global economic development and the further effects of the Ukraine crisis. In contrast to 2014, there will be no major sporting events in 2015 to spur on economic growth.