Digital Ad Spending in Germany by Industry 2018

Forecasts and Statistics for Automotive, CPG, Financial Services, Retail, Travel

About This Report
We forecast digital ad spending in Germany for 2018-2019 in five key industries, including spending on mobile.
Table of Contents

Executive Summary

Among the largest industries spending on digital advertising in Germany are the automotive, consumer-packaged goods (CPG), financial services, retail and travel sectors. We forecast that the percentage of overall digital spending in Germany will grow 5.5% in 2018. This report breaks out spending by industry, as well as growth in mobile and desktop.

How much will be spent on digital advertising in Germany?

Germany, Europe’s largest economy, is the second-largest market for ad spending in the region, behind the UK. In 2018, we forecast that advertisers in Germany will spend $21.13 billion on advertising, with 31.9%—$6.74 billion—spent in digital channels. Spending will increase 4.1% in 2019 to $7.01 billion.

What sector will spend the most on digital advertising in Germany?

The retail sector will lead digital ad spending in Germany, where it will reach $1.55 billion in 2018, far above the automotive industry, which is set to spend $964 million in digital channels. Retail brands are targeting consumers closer to purchase with mobile and in ecommerce channels, while automotive brands continue to invest in traditional TV for brand campaigns.

How much of digital ad spending in Germany will go to mobile?

We expect most of Germany’s growth in ad spending via digital channels through 2019 to come from mobile, up 18.2% in 2018, followed by a 14.5% increase in 2019.

WHAT’S IN THIS REPORT? We updated our forecast of cross-industry digital ad spending in Germany, including projections for the automotive, CPG, financial services, retail and travel industries for 2018-2019. Ad spending is also broken out by device.

KEY STAT: Of the industries we measured in Germany, retail leads digital ad spending, where it will reach $1.55 billion in 2018.

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Table of Contents

  1. Executive Summary
  2. Industry Ad Spending Forecasts and Trends
  3. Digital Ad Spending Outlook
  4. Automotive Digital Ad Spending
  5. CPG Digital Ad Spending
  1. Financial Services Digital Ad Spending
  2. Retail Digital Ad Spending
  3. Travel Digital Ad Spending
  4. Key Takeaways
  5. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Nigel Gilbert
Chief Market Strategist, EMEA
Interviewed May 30, 2018
Tim Keller
Kolle Rebbe
Executive Director, Brand and Innovation
Interviewed June 14, 2018
Andrew Mason
Media Operations Director, UK and EMEA
Interviewed June 29, 2018
Jean-Pierre Diernaz
Vice President, Marketing, Europe
Interviewed June 19, 2018
Patrick Edlefsen
Sizmek Technologies GmbH
Managing Director, D/A/CH
Interviewed July 31, 2018
Ruth Manielevitch
Director, Business Development
Interviewed May 23, 2018
Giovanni Perosino
Audi AG
Vice President, Marketing Communications
Interviewed June 14, 2018
Eric Visser
CEO, Founder
Interviewed May 23, 2018
Michael Zeisler
Former Regional Director, Central Europe
Interviewed July 11, 2018

Read This With Insider Intelligence


Patricia Orsini


Karin von Abrams
Principal Analyst
Alina Brentnall
Researcher, Europe
Sean Creamer
Angela Kim
Senior Researcher
Oscar Orozco
Senior Forecasting Analyst
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