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17.11.2021

First Study on German Internet Ad-Banner Market

Professor Tobias Schütz and web agency SchmittsKatze analyse market of banner advertising on the internet

By Prof. Dr Tobias Schütz

The market for display advertising on the internet, known as banner advertising, is attractive for advertisers with budgets of any size. Yet the German banner market, which is worth over two billion euros, is developing very dynamically and exhibits a considerable lack of transparency. The interaction between advertisers, networks and publishers - websites on which the banners appear - has so far largely escaped analysis.

A joint study by Professor Tobias Schütz of ESB Business School in Reutlingen and Dr. David Hanisch and Ulrich Hattenberger of Munich-based web agency SchmittsKatze sheds more light on the issue. Building on data from AdBeat, whose crawler captured more than 460 billion banners displayed in Germany in 2020, the authors analyse the market. Among other things, the study shows how the market shifted between industries in the pandemic years of 2020 and 2021, which were characterized by quarantines; how small companies outcompete industry leaders, and why it pays to invest in production costs for larger campaigns.

The study is freely available at: tobias.schütz@dont-want-spam.reutlingen-university.de