Programmatic Advertising in Germany: Efficiencies of Automation Begin to Persuade Brands, Agencies and Publishers - eMarketer
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Programmatic Advertising in Germany: Efficiencies of Automation Begin to Persuade Brands, Agencies and Publishers

eMarketer Report

By: eMarketer

Published: September 13, 2016

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

Executive Summary

After a slow start, programmatic advertising is gaining momentum in Germany. eMarketer estimates that spending on programmatic ads will total €797.2 million ($884.5 million) in 2016 and pass €1.3 billion ($1.44 billion) in 2018.

  • Programmatic digital display ad spending in Germany increased by an estimated 38.5%% in 2015, and will rise a further 24.4% this year, accounting for 41.0% of all digital display investment.
  • Historically, most advertisers and publishers began their programmatic trading in open, real-time auctions. Such deals accounted for 80.0% of real-time bidding (RTB) digital display ad spending last year. eMarketer expects open exchanges will claim €340.8 million ($378.1 million), or 75.0% of all RTB ad spending, by the end of 2016.
  • Programmatic direct trades are growing in popularity and will attract an estimated €342.8 million ($380.3 million) in 2016, equivalent to 43.0% of total programmatic outlays. Ads on social sites such as Facebook and Twitter—which are chiefly programmatic direct buys—make up the bulk of spending in this category.
  • This year, mobile devices are expected to account for 58.8% of all programmatic ad expenditure in Germany, as programmatic spending on desktop and laptop PCs continues to decline. In 2018, mobile devices will claim an estimated 79.0% of all investment in automated ads.
  • Programmatic direct deals are more popular for mobile campaigns than for desktop ads. Such buys will account for more than 58.0% of all mobile programmatic ad spending this year, at €271.9 million ($301.7 million).

"eMarketer estimates that programmatic ad spending in Germany will reach €797.2 million ($884.5 million) in 2016, or 41.0% of all digital display ad outlays. In 2018, that share is predicted to be 65.0%."

Table of Contents

Programmatic Advertising in Germany: eMarketer’s Estimates and Forecasts

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Trends Behind the Numbers

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Breakdown by Format: Video Arrives on the Scene

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Mobile Programmatic Advertising

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Outlook in 2016

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11 charts are included in the full report:

Programmatic Advertising in Germany: Efficiencies of Automation Begin to Persuade Brands, Agencies and Publishers

Programmatic Digital Display Ad Spending in Germany, 2014-2018 (millions of € , % change and % of total digital display ad spending*)

Programmatic Advertising in Germany: eMarketer’s Estimates and Forecasts

Programmatic Digital Display Ad Spending in Germany, 2014-2018 (millions of € , % change and % of total digital display ad spending*)

Breakdown by Transaction Type

Programmatic Digital Display Ad Spending in Germany, by Transaction Method, 2014-2018 (millions of €, % change and % of total programmatic digital display ad spending)

Real-Time Bidding (RTB) Digital Display Ad Spending in Germany, by Segment, 2014-2018 (millions of €, % change and % of total RTB digital display ad spending)

Mobile Programmatic Advertising

Mobile Programmatic Display Ad Spending in Germany, 2014-2018 (millions of €, % change and % of total mobile display ad spending)

Mobile Programmatic Display Ad Spending in Germany, by Transaction Method, 2014-2018 (millions of €, % change and % of total mobile programmatic display ad spending)

Trends Behind the Numbers

Barriers to Programmatic Ad Buying According to Marketing Decision-Makers in Germany, Dec 2015 (% of respondents)

Percent of Programmatic Ad Spending Focused on Brand Marketing According to Marketing Decision-Makers in Germany, Aug 2015 (% of respondents)

Breakdown by Transaction Type: PMPs on the Rise

Programmatic Ad Spending Share in Germany, by Transaction Method, 2014 & 2015 (% of total)

Programmatic Display Ad Spending Share in Germany, by Type of Deal, 2012-2015 (% of total)

Considerations When Buying Branding Campaigns Programmatically According to Marketing Decision-Makers in Germany, Aug 2015 (% of respondents)

Breakdown by Format: Video Arrives on the Scene

Programmatic Digital Video Net Ad Revenues in Select Countries in Western Europe, 2014-2020 (millions of € and % of total digital video net ad revenues)