Germany Digital Ad Spending 2024

Record Growth as Traditional Media Becomes the Minority

Report by Bill Fisher  | May 22, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The most important findings
Media Gallery
About This Report
The pandemic gave advertisers in Germany a taste for digital. Digital advertising will see record levels of growth for the next three years—with retail media as the main driver—far ahead of spending on traditional media.
Topics
Digital Ad Spending
Germany
Table of Contents
Executive Summary
Why it’s important to stay on top of this topic
The most important findings
Media Gallery

Germany’s ad market has digitized at a slower rate than have some of its closest neighbors (in economic terms). However, in the next three years, digital advertising will leave traditional media far behind due to record growth. This shift is driven largely by Amazon and its influence on retail media.

Key Question: How dominant will digital become in the marketing mix in the coming years?

Digital Ad Spending Continues Its Ascent, While Traditional Media Spending Has Plateaued
E-Mail ChartDownload

Key Stat: Traditional media advertising dominated in Germany until recently. Digital is on a rapid ascent and will account for slightly more than two-thirds of total media spending by 2028.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Why it’s important to stay on top of this topic
  1. The most important findings
  2. Media Gallery

    Charts in This Report

    Digital Ad Spending Continues Its Ascent, While Traditional Media Spending Has PlateauedDigital Ad Spending Is Growing at Unprecedented Rates for Non-Pandemic Times
    Retail Media Ad Spending Will Consistently Track Above All Other Digital CategoriesAmazon Is Taking Up an Ever-Larger Chunk of the Triopoly's Share of Ad Revenues

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER

    authors

    Bill Fisher

    Contributors

    Paul Briggs
    Principal Analyst
    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Paul Verna
    Principal Analyst