Social media spend at 500mn euros in Germany
According to Webmarketstoday, social networking websites are harvesting more than 500mn euros in Germany this year, out of 33bn page-views, which are about a quarter of the total monthly page-views in Germany! Considering the online admarket is estimate at 2.2bn euros, it sounds like social networks have a higher monetization level than the rest of the display. Here is why:
Search is estimate at 1.5bn euros and it is known for very high monetization rates. It means the remaining 750mn euros of ad spend is display. As search doesn’t make up 70+% of the pageviews, but does make up 70%+ of revenues, and as social networks count for 25% of the total page-views and revenues, it goes without saying that the rest of the page-views are monetized at a much lower rate than on adnetworks (i.e. they make 10% of revenues for 50%+ of page views, which would be 1/5 of monetization than social network). Back of the envelope calculation, but directionally correct.
It would be interesting, if confirmed.
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