Germany Digital Ad Spending by Industry 2024

The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.

Topics

Digital Ad Spending

Germany

Table of Contents

Executive Summary

The digital ad spending outlook is strong despite economic conditions

Retail’s dominance will continue

Automotive remains a major digital advertising force despite industry struggles

Financial services won’t move the needle much in the coming years

Travel’s recovery continues, but it’s about to slow

CPG is on a tear thanks to retail media’s influence

Healthcare and pharma fully resets after its pandemic high

Sources

Media Gallery

Germany’s digital ad market is performing strongly despite continued challenging economic conditions. All industries will see healthy growth in digital ad investments this year. But, while some are leaning heavily into digital and taking full advantage of the reach and measurement it offers, others are bound by stricter regulations and are beginning to lose some ground.

Key Question: Which industries have seen the fastest growth in digital ad investments in Germany this year?

Travel's Recovery Continues, but Retail and CPG Spending Growth Will Be Significant This Year (% change in digital ad spending in Germany, by industry, 2024)

Key Stat: Travel will see the strongest growth in digital ad spending this year, per our forecast—18.5%—but consumer packaged goods (CPG) and retail are close behind, fueled by a strong retail media space.

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Executive Summary
The digital ad spending outlook is strong despite economic conditions
Retail’s dominance will continue
Automotive remains a major digital advertising force despite industry struggles

Financial services won’t move the needle much in the coming years
Travel’s recovery continues, but it’s about to slow
CPG is on a tear thanks to retail media’s influence
Healthcare and pharma fully resets after its pandemic high

Sources
Media Gallery

Charts in This Report

Travel's Recovery Continues, but Retail and CPG Spending Growth Will Be Significant This Year (% change in digital ad spending in Germany, by industry, 2024)Retail Is Dominant, Accounting for Almost as Much Spending as the Next Three Industries Combined (billions in digital ad spending in Germany, by industry, 2024)

Retail's Share of Total Digital Ad Spending Continues to Increase (billions in retail digital ad spending in Germany and % of total digital ad spending, 2021–2026)Automotive Spending Is Past the 2021 Peak and Has Halted Its Spending Share Decline (billions in automotive digital ad spending in Germany and % of total digital ad spending, 2021–2026)

Growth in Financial Services Spending Is Slowing, With Total Share Dropping as a Result (billions in financial services digital ad spending in Germany and % of total digital ad spending, 2021–2026)Travel Will Slip Down the Rankings for Digital Ad Spending Growth (% change in digital ad spending for select industries in Germany, 2024–2026)

Consumer Packaged Goods (CPG) Ad Spending Growth in Germany Has Outstripped That in France and the UK (% change in CPG digital ad spending in Germany, France, and the UK, 2022–2026)Health & Pharma Has Been Steadily Losing Share of Total Digital Advertising Spend (% of total digital ad spending for select industries in Germany, 2020–2026)

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Travel's Recovery Continues, but Retail and CPG Spending Growth Will Be Significant This Year (% change in digital ad spending in Germany, by industry, 2024)

Germany Digital Ad Spending by Industry 2024

Growth Is Strong Across Industries Despite Economic Uncertainty