Digital ad spending by Germany’s retailers and travel firms will climb rapidly this year. By contrast, automakers’ ad outlays will rise modestly, but reach €1.26 billion ($1.49 billion).
All industries in Germany will invest more in digital ads this year than in 2021. But growth rates will vary by sector; some businesses—such as automotive—face stronger economic headwinds, leading to more restrained spending.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
Which industry in Germany will spend the most on digital advertising this year?
Which industries are posting the fastest growth in digital advertising?
How does industry spending on mobile ads differ from spending on desktop/laptop ads?
WHAT’S IN THIS REPORT? Our latest forecast for digital ad spending by industry in Germany—including auto, consumer packaged goods (CPG) and consumer products, financial services, healthcare and pharma, retail, travel, and other. Plus, a look at key trends in industry ad spending.
KEY STAT: Germany’s auto industry will have less than 9% growth for ad spending in 2022.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Key Points
How Macroeconomic Trends Affect Digital Ad Spending in Germany
Digital Ad Spending Reaches Milestone in Germany
Spending Growth Will Be Patchy, Reflecting Broader Economic Trends
Retail’s Share Dwarfs All Other Industries
Larger Screens Remain Key for Healthcare and Pharma, Travel, and Auto
Spending on Mobile Retail Ads Will Exceed €2.5 Billion
What Do These Forecasts Mean for Marketers in Germany?
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