Digital Ad Spending in Germany, by Industry: Forecasts and Trends - eMarketer
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Digital Ad Spending in Germany, by Industry: Forecasts and Trends

eMarketer Report

By: eMarketer

Published: September 28, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Advertisers in the automotive, consumer packaged goods (CPG), financial services, retail and travel industries are among the largest spenders in overall advertising in Germany, which is the second-largest digital ad market in Europe. Digital and mobile ad spending across all these industries will grow through 2018.

  • Traditional media like print and TV will continue to account for the bulk of total ad spend in Germany. While advertisers’ budgets—especially among the largest brands—include digital, the share of spending in online and mobile platforms remains low.
  • Consumers in Germany display high brand loyalty, and they have high expectations for those brands. Knowing this, brands will invest a large portion of their ad budgets on image campaigns, which require broad reach. That means TV, which will account for 25.2% of total ad expenditures in Germany in 2017. Newspapers will make up 24.8% of total spend, while magazines will grab a 9.8% share, illustrating that print remains a major ad medium in the country.
  • Compared with other European countries, people in Germany are more circumspect when it comes to digital media and advertising. On average, consumer trust in traditional media as a news source is higher than for digital media. At the same time, ad fraud is a leading concern for advertisers in Germany. This caution from consumers and advertisers explains why eMarketer projects ad spend growth in Germany across industries will be slow for 2017 and 2018.
  • Consumer behavior will drive ad spending in digital channels, and all indications point to a population becoming more mobile. Ecommerce and digital banking behaviors in Germany lag behind the UK and France, but younger consumers overindex in adopting these habits. Now that millennials are part of the consumer base, brands need to focus campaign strategies to reach them on the devices they spend a large part of their time.

"Among the five industries examined, retail advertisers in Germany will spend the most in digital advertising through 2018. But the CPG industry will see the largest increases in digital ad spend during that time."

Table of Contents

Industry Ad Spending Forecasts and Trends

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Digital Ad Spending Outlook

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Automotive Digital Ad Spending

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CPG Digital Ad Spending

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Financial Services Digital Ad Spending

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Retail Digital Ad Spending

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Travel Digital Ad Spending

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33 charts are included in the full report:

Digital Ad Spending in Germany, by Industry: Forecasts and Trends

Digital Ad Spending in Germany, by Industry, 2017 (billions)

Digital Ad Spending Outlook

Total Media Ad Spending In Germany, by Media, 2017-2021 (billions)

Internet Users in Germany Who Agree that They Trust News Content Accessed via Select Media, Feb 2017 (% of respondents)

Mobile Ad Spending in Germany, 2016-2021 (billions, % change and % of digital ad spending)

Smartphone User Penetration in Germany, by Age, 2017 (% of population)

Digital Ad Spending by Industry

Digital Ad Spending Growth in Germany, by Industry, 2017 & 2018 (% change)

Top 20 Advertisers in Germany, Ranked by Total Media Ad Spending, H1 2017 (millions of € and % change vs. same period of prior year)

Automotive Digital Ad Spending

Automotive Industry Digital Ad Spending in Germany, 2016-2018 (billions, % change and % of total digital ad spending)

Automotive Industry Ad Spending in Germany, by Media, H1 2016 (millions of € and % of total)

Primary Media Used to Access News Content According to Internet Users in Germany, by Age, Feb 2017 (% of respondents)

Top 10 Automotive Industry Advertisers in Germany, Ranked by Online Ad Spending, H1 2016 (millions of €)

Mobile and Desktop/Laptop Ad Spending

Automotive Industry Digital Ad Spending in Germany, by Device, 2017 (billions and % of total)

Top 10 Automotive Industry Advertisers in Germany, Ranked by Mobile Ad Spending, H1 2016 (thousands of €)

CPG Digital Ad Spending

CPG Industry Digital Ad Spending in Germany, 2016-2018 (billions, % change and % of total digital ad spending)

Top 10 Food & Beverage Industry Advertisers in Germany, Ranked by Online Ad Spending, 2016 (millions of €)

Top 15 Advertisers in Germany, Ranked by TV Ad Spending, H1 2016 & H1 2017 (millions of €)

Mobile and Desktop/Laptop Ad Spending

CPG Industry Digital Ad Spending in Germany, by Device, 2017 (billions and % of total)

Top 10 Food & Beverage Industry Advertisers in Germany, Ranked by Mobile Ad Spending, 2016 (thousands of €)

Financial Services Digital Ad Spending

Financial Services Industry Digital Ad Spending in Germany, 2016-2018 (billions, % change and % of total digital ad spending)

Product/Service Categories in Which Desktop vs. Mobile Internet Users in Germany Are Interested, Oct 2016 (% of respondents)

Mobile and Desktop/Laptop Ad Spending

Financial Services Industry Digital Ad Spending in Germany, by Device, 2017 (billions and % of total)

Devices Used by Internet Users in Germany for Digital Banking/Financial Services, by Demographic, March 2017 (% of respondents in each group)

Retail Digital Ad Spending

Retail Industry Digital Ad Spending in Germany, 2016-2018 (billions, % change and % of total digital ad spending)

Mobile and Desktop/Laptop Ad Spending

Retail Industry Digital Ad Spending in Germany, by Device, 2017 (billions and % of total)

Top 10 Apparel & Footwear Industry Advertisers in Germany, Ranked by Mobile Ad Spending, 2016 (thousands of €)

Travel Digital Ad Spending

Travel Industry Digital Ad Spending in Germany, 2016-2018 (billions, % change and % of total digital ad spending)

Top 10 Travel Industry Advertisers in Germany, Ranked by Online Ad Spending, 2016 (millions of €)

Top 10 Digital Travel Advertisers in Germany, Ranked by Ad Spending Share, 2016 (millions of € and % of total)

Digital Travel Ad Spending Share in Germany, by Media, 2016 (% of total)

Ways in Which Travelers in Germany Book Vacation Travel, 2016 (% of respondents)

Mobile and Desktop/Laptop Ad Spending

Travel Industry Digital Ad Spending in Germany, by Device, 2017 (billions and % of total)

Top 10 Travel Industry Advertisers in Germany, Ranked by Mobile Ad Spending, 2016 (thousands of €)

Digital Ad Benchmarks in Germany: On-Target Rate, by Industry and Device, 2013-2016 (% of impressions measured by Nielsen)