Mobile to Claim Largest Share of Digital Ad Investment in Germany - eMarketer

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Mobile to Claim Largest Share of Digital Ad Investment in Germany

Digital, TV will power overall rise in ad spend this year

March 16, 2017

eMarketer estimates that mobile ad spending in Germany will reach €3.16 billion ($3.50 billion) this year, representing more than half (57.2%) of the country’s digital ad spending for the first time.

Mobile Ad Spending in Germany, 2015-2021 (billions and % of digital ad spending)

Total media ad spending in Germany—digital and traditional media combined—will reach €18.44 billion ($20.40 billion) in 2017, increasing 1.4% over 2016. Digital will account for 30.0% of the market, or €5.53 billion ($6.12 billion), making it the country’s largest media type by ad investment.

Mobile’s majority share of digital isn’t the only notable change in ad spending patterns in Germany. The country has a highly educated but also slightly older population, both factors that have helped newspapers fare much better against digital competition than in many other European markets. Nonetheless, that bulwark is buckling.

eMarketer predicts newspapers’ share of ad spending will slip to 24.0% in 2017 as investment declines to €4.47 billion ($4.95 billion). As a result, TV will surpass newspapers for share of total media ad spending for the first time. TV ad dollars will grow 2.5% to €4.67 billion ($5.16 billion), representing just over a quarter (25.3%) of paid media ad spend.

TV remains the preferred platform for many industries; automotive brands still typically prioritize TV spots, for example.

“Germany’s ad marketplace is remarkably well balanced, offering brands a wide spectrum of options to reach various target audiences,” said Karin von Abrams, principal analyst at eMarketer. “Of course, advertiser outlays will continue to shift toward digital platforms and mobile devices in particular. But the entire industry is also benefiting from the country’s very encouraging economic growth. Even the political and social uncertainties arising from factors such as the US presidential election and the UK’s Brexit vote haven’t dented the underlying stability and strength of Germany’s finances. This is very reassuring—not just for Germany but for the larger European industry picture.”

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