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EMARKETER

Germany Digital Ad Spending by Industry 2025

Healthy Growth in a Stagnating Economy, but a 2-Speed Market Is Emerging

Report by Bill Fisher  |  Oct 1, 2025
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Table of Contents
Executive Summary
Strong digitalization continues, but some industries lag behind
Retail will continue to dominate amid intensifying competition
CPG will continue to grow, getting a boost from retail media interest
Financial services will remain a big industry player, but growth is lagging behind
Auto spending will begin losing steam as trading challenges persist
Travel is gaining digital ad spending share on its closest industries
Healthcare and pharma spending will begin to slip after spiking in 2024
Sources
Media Gallery
About This Report
The digital ad market is splitting into a two-speed dynamic. Retail and a few fast-growing sectors are surging, while others are stalling slightly under regulation, weak demand, and economic strain.
Topics
Digital Ad Spending
Germany
Table of Contents
Executive Summary
Strong digitalization continues, but some industries lag behind
Retail will continue to dominate amid intensifying competition
CPG will continue to grow, getting a boost from retail media interest
Financial services will remain a big industry player, but growth is lagging behind
Auto spending will begin losing steam as trading challenges persist
Travel is gaining digital ad spending share on its closest industries
Healthcare and pharma spending will begin to slip after spiking in 2024
Sources
Media Gallery

The digital ad market is expanding despite economic stagnation, but growth is following a two-speed trajectory. Retail dominates and is driving growth, while automotive, financial services, and healthcare face slower gains amid regulation, consumer caution, and competitive pressures.

Key Question: How are different industries seeing their digital advertising investments play out amid a challenging economy?

Key Stat: The market will evolve at two speeds, with about 17% growth in three industries but much lower growth for the rest. Financial services will grow the slowest in 2025, increasing just 8.1%.

Retail Leads for Growth, While Financial Services Will Post Only Single Digits
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Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Strong digitalization continues, but some industries lag behind
  3. Retail will continue to dominate amid intensifying competition
  4. CPG will continue to grow, getting a boost from retail media interest
  1. Financial services will remain a big industry player, but growth is lagging behind
  2. Auto spending will begin losing steam as trading challenges persist
  3. Travel is gaining digital ad spending share on its closest industries
  4. Healthcare and pharma spending will begin to slip after spiking in 2024
  1. Sources
  2. Media Gallery

Charts in This Report

Retail Leads for Growth, While Financial Services Will Post Only Single DigitsGermany's Retail Industry Continues to Dwarf All Others for Digital Ad Spending
Retail Leads for Growth, While Financial Services Will Post Only Single DigitsRetail Is the Only Industry to Post Consistent Share Gains From Pre-Pandemic Times
CPG Will Trade Places With Health & Pharma This Year to Become the Fifth-Biggest SpenderFinancial Services Ad Spending Growth Will Lag Other Low-Growth Industries
Auto Industry Spend Will Remain Substantial, but It's Market Share Is Slipping, (billions in automotive digital ad spending in Germany and % of total digital ad spending, 2023-2027)Travel Is Gaining Market Share on Its Closest Industry Competitors
After a Spike in Growth in 2024, Health and Pharma Spending Will Revert to a Slow Path

authors

Bill Fisher

Contributors

Paul Briggs
Principal Analyst
Kyndall Krist
Senior Copy Editor
Juan Perl
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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