The pandemic gave advertisers in Germany a taste for digital. Digital advertising will see record levels of growth for the next three years - with retail media as the main driver - far ahead of spending on traditional media.
Germany’s ad market has digitized at a slower rate than have some of its closest neighbors (in economic terms). However, in the next three years, digital advertising will leave traditional media far behind due to record growth. This shift is driven largely by Amazon and its influence on retail media.
Key Question: How dominant will digital become in the marketing mix in the coming years?
Key Stat: Traditional media advertising dominated in Germany until recently. Digital is on a rapid ascent and will account for slightly more than two-thirds of total media spending by 2028.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 4 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- Why it’s important to stay on top of this topic
- The most important findings
- Media Gallery
Charts in This Report
- Digital Ad Spending Continues Its Ascent, While Traditional Media Spending Has Plateaued
- Digital Ad Spending Is Growing at Unprecedented Rates for Non-Pandemic Times
- Retail Media Ad Spending Will Consistently Track Above All Other Digital Categories
- Amazon Is Taking Up an Ever-Larger Chunk of the Triopoly's Share of Ad Revenues
