The threat of recession is holding back digital ad spending in Germany, particularly in influential industries like automotive. If the worst case can be avoided, though, 2024 offers promising signs for growth.
The threat of recession still looms large in Germany, so it’s little surprise to see digital advertising growth constrained across most industries. Only travel has seen any significant growth, though that’s from a very small, pandemic-induced starting point. Next year promises to offer a more positive performance, though.
Key Question:How have different industries’ digital ad investments been affected by the tough economic conditions?
KEY STAT: Travel will be the only industry to see notable growth in digital advertising outlays this year, spiking by 16.5% YoY; other sectors will see much lower annual growth rates thanks to economic conditions.
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Executive Summary
As the threat of recession looms, the digital advertising market will feel the pinch across most industries.
Executive Vice President and General Manager, International Growth
Interviewed June 9, 2023
Raphaelle Tripet
TripleLift
Managing Director, International Demand
Interviewed May 19, 2023
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Retail's Share of Total Digital Ad Spending Will Pass 25% in 2024 for the First Time (billions and % of total digital ad spending in Germany, 2020-2025)
Retail's Share of Total Digital Ad Spending Will Pass 25% in 2024 for the First Time (billions and % of total digital ad spending in Germany, 2020-2025)