Germany Digital Ad Spending 2019

Video and Social Propel Outlays to More than €7 Billion

Report by Karin von Abrams  | Mar 28, 2019

Digital Ad Spending 2019

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Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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Table of Contents
Executive Summary
Germany Digital Ad Spending: eMarketer’s Forecast for 2019
Behind the Numbers: What’s Shaping Germany’s Digital Ad Market in 2019
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery
About This Report
Ad spending on digital platforms in Germany will jump nearly 10% in 2019, to €7.28 billion ($8.59 billion). Increased outlays on social media, video and especially mobile advertising are the main market drivers.
Topics
Digital Ad Spending
Germany
Table of Contents
Executive Summary
Germany Digital Ad Spending: eMarketer’s Forecast for 2019
Behind the Numbers: What’s Shaping Germany’s Digital Ad Market in 2019
Key Takeaways
eMarketer Interviews
Read Next
Sources
Media Gallery

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

Here’s what’s in the full report

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2expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Germany Digital Ad Spending: eMarketer’s Forecast for 2019
  3. Behind the Numbers: What’s Shaping Germany’s Digital Ad Market in 2019
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Audio and Video Ad Revenues in Germany, by Media Type, 2017 & 2018 (millions of € and % change)Average Expected Growth in Digital Ad Spending in 2019 According to Agencies in Germany, by Format (% change)
Share of Digital Ad Traffic Found to Be Fraudulent in Select Countries, Sep 2018 (% of total)

Interviewed for This Report

Fredrik Borestrom
International Advertising Association, UK Chapter
President
Interviewed February 19, 2019
Tim Keller
Kolle Rebbe
Executive Director, Brand Strategy and Innovation
Interviewed February 22, 2019

authors

Karin von Abrams

Contributors

Alina Brentnall
Researcher, Europe
Jennifer Jhun
Research Director, International and Special Projects
Monica Peart
Senior Director, Forecasting