Executive Summary

In 2019, digital will account for 36.7% of total media ad spending in Germany, or €7.28 billion ($8.59 billion). Nearly three-quarters of those digital ad dollars will go to Google and Facebook.

How much will advertisers in Germany spend on digital advertising in 2019?

We expect investments in digital ads in Germany will rise nearly 10% this year, to €7.28 billion ($8.59 billion). Digital platforms will claim more than one-third of all media spending in 2019.

What formats are driving digital ad spending growth in Germany?

Video formats and social media ad spending—much of it on Facebook—are the fastest-growing areas. More generally, mobile continues in the ascendancy, claiming an ever-greater share of all investments by brands and advertisers.

What role will the duopoly play in 2019?

Google and Facebook dominate Germany’s digital advertising landscape and together will attract 74.5% of spending on digital ad formats in 2019. Google remains the main default for search spending, while Facebook’s audience is far larger than that of any other social network.

What emerging formats should marketers be aware of in 2019?

Digital audio advertising, though nascent, is growing rapidly in the wake of more widespread digital consumption of radio, podcasts and other music content.

WHAT’S IN THIS REPORT? This report features our latest forecasts for ad spending in Germany, including breakouts by media and company. It also examines the main forces shaping Germany’s ad market in 2019.

KEY STAT: In 2019, advertisers in Germany will spend €7.28 billion ($8.59 billion) on digital ads. That represents 36.7% of the total advertising market.

What’s Inside:

This report explores ad spending in Germany, highlighting critical trends and influences. It includes our estimates for the following areas:

• Total media ad spending
• Digital ad spending
• Digital ad spending by company
• Digital ad spending by format
• Digital ad spending by device
• Mobile ad spending
• Mobile ad spending by format