1. Increase in Online Advertising in Germany By: Emily Pope Period:2 Quarter:1 IB German V

2.  “A new forecast from the Online-Vermarkterkreis (OVK) sees spending on Internet display advertising rising between 8% and 9% in Germany during 2010.” (from Brighter Outlook for Germany’s Display Advertising Market)  Advertisers were also more willing to use online advertising compared to previous years.  Also, the increased number of people on the internet in Germany spurred the increase in online advertising.

4.  Because of the information shown in the graph, it is easier to see that the internet has become a major part of life for pretty much every age group. This also helps explain the increase in online advertising.

5.  In 2009, the growth of online advertising had risen to 7% from 5% in the previous year.  This caused the trend of declining advertising budgets in Germany to pretty much disappear.  This also caused advertisers to purchase more online advertising space due to the lower cost and greater viewing audience.

6.  “By the year 2008, classic display advertising captured a share of close to 5% of total advertising expenditure in Germany.” (from Online advertising in Germany: Ray of light in the crisis)  The total amount spent on online advertising in 2008 was close to EUR 2.25 billion (2.25 billion Euros).

7.  The advertisers have been experimenting with different kinds of video ads in response to the spike in both internet use and advertising in general.  Many companies are also using behavioral tests in order to produce more effective advertisments.

10.  Overall, the increase in internet use has affected the internet advertising market. The recent spike in use has sparked a new generation in advertisement in Germany.

11.  1.) During which year was the 8-9% increase in internet advertising suspected to happed?  A.) 2009  B.) 3745  C.) 2010  2.) What year had a 5% increase in internet advertising?  A.) 2008  B.) 2009  C.) 2010

12.  1.) C  2.) B

13.  http://www.dbresearch.com/PROD/DBR_INTERNET_EN- PROD/PROD0000000000250879/Online+advertising+in+Ger many%3A+Ray+of+light+in+the+crisis.pdf http://www.dbresearch.com/PROD/DBR_INTERNET_EN- PROD/PROD0000000000250879/Online+advertising+in+Ger many%3A+Ray+of+light+in+the+crisis.pdf  http://www.emarketer.com/blog/index.php/brighter- outlook-germanys-display-advertising-market/ http://www.emarketer.com/blog/index.php/brighter- outlook-germanys-display-advertising-market/  http://ec.europa.eu/avpolicy/docs/library/studies/finalis ed/bird_bird/pub_de.pdf http://ec.europa.eu/avpolicy/docs/library/studies/finalis ed/bird_bird/pub_de.pdf