Germany Digital Ad Spending by Industry 2022

Retail Leads in Growth as Automotive Lags

Report by Karin von Abrams  | Sep 23, 2022
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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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About This Report
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).
Topics
Digital Ad Spending
Mobile Ad Spending
Germany
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?
Read Next
Sources
Media Gallery

Executive Summary

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

  1. Which industry in Germany will spend the most on digital advertising this year?
  2. Which industries are posting the fastest growth in digital advertising?
  3. 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.

Mobile Ad Spending Growth in Germany, by Industry, 2022 (% change)
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KEY STAT: Germany’s auto industry will have less than 9% growth for ad spending in 2022.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Macroeconomic Trends Affect Digital Ad Spending in Germany
  4. Digital Ad Spending Reaches Milestone in Germany
  1. Spending Growth Will Be Patchy, Reflecting Broader Economic Trends
  2. Retail’s Share Dwarfs All Other Industries
  3. Larger Screens Remain Key for Healthcare and Pharma, Travel, and Auto
  4. Spending on Mobile Retail Ads Will Exceed €2.5 Billion
  1. What Do These Forecasts Mean for Marketers in Germany?
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

Mobile Ad Spending Growth in Germany, by Industry, 2022 (% change)Digital Ad Spending in Germany, 2021-2026 (billions, % change, and % of total media ad spending)
Germany Digital Ad Spending, by Industry, 2020-2024 (billions)Retail Digital Ad Spending in Germany, 2020-2024 (billions, % change, and % of total digital ad spending)
Digital Ad Spending Growth in Germany, by Industry, 2020-2024 (% change)Digital Ad Spending Share in Germany, by Industry, 2020-2024 (% of total)
Desktop/Laptop Ad Spending Penetration in Germany, by Industry, 2022 (% of total industry digital ad spending)Desktop/Laptop Ad Spending Growth in Germany, by Industry, 2022 (% change)
Desktop/Laptop Ad Spending in Germany, by Industry, 2020-2024 (billions)Mobile Ad Spending in Germany, by Industry, 2020-2024 (billions)
Mobile Ad Spending Share in Germany, by Industry, 2020-2024 (% of total industry digital ad spending)

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authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Oscar Bruce Jr.
Senior Forecasting Analyst
Ethan Cramer-Flood
Senior Forecasting Writer
Bill Fisher
Principal Analyst, UK
Zach Goldner
Junior Forecasting Analyst