Focus on Embracing Digitization, New Government Policies and Entry of Online portals in the market are major factors contributing towards development of Online Advertising Market in Germany.
New Age Marketing Medium: Digital advertising and mobile marketing are the new age marketing techniques that would drive businesses and integrate them into the Industrial Revolution 4.0. With a large number of SMEs shifting to online sales, increasing smartphone users, and a lack of on-ground events or exhibitions in the near future would provide the necessary advertising channels and prove to deliver a positive impact on the Online Advertising Market in due course of time.
Increase in Smartphone Penetration: The gradual increase in smartphone penetration in the Germany is likely to drive market growth. The Germany had one of the highest smartphone penetration rates in the world as of 2021, with 80.5% percent of the population using a smartphone. The smartphone business has undergone a complete transformation to meet future customers' needs due to increased social media usage, OTT (Over the Top) consumption on the go, work and school from home, and the influence of content providers. The Germany Smartphone market is mainly driven by increased internet use, usage, and product innovation.
Support by Multinational Technology Companies: Google is highly focused on launching new features and aimed at helping advertisers to use the company's services to make their products stand out in web search results and on other platforms. The Platforms allows to create online ads to reach to correct target audiences and offer various payment models such as pay-per-click (PPC) advertising. Thus, this is expected to encourage companies to invest in ads, propelling the market growth, especially in Germany.
Impact of COVID: Germany’s digital ad spending had grown at double-digit rates for each of the past few years, but pandemic-disrupted 2020 have slowed down the growth due to decline in ad spending made by Auto companies, and travel companies in Germany. Ad spending made by Retail sector and Healthcare sector is expected to contribute a lot in the coming years in the Online advertisement market in Germany
Analysts at Ken Research in their latest publication “Germany Online Advertising Market Outlook to 2027F” by Ken Research observed that online advertising is an emerging advertising market which has boosted after pandemic. Technological developments regarding the internet, combined with its increasing commercial use and the rapidly growing number of internet users worldwide, have not only shaped the evolution of online advertising and digital advertising but have also given rise to new advertising business models, mediums and players and is expected to contribute to the market growth over the forecast period. The market is expected to grow at ~% CAGR during 2023-2027F.
Key Segments Covered in the report
Online Advertising Market
- By Type (On the Basis of Ad Expenditure)
- Digital Advertising Market
- Traditional Advertising Market
- By Medium (On the Basis of Ad Expenditure)
- Desktop Advertising
- Mobile Advertising
- By Type of Advertisement (On the Basis of Ad Expenditure)
- Search Advertising
- Social Media Advertising
- Display Advertising
- Video Advertising
- Audio Advertising
- Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
- By Ad-Format on the Basis of Platforms (On the Basis of Ad Expenditure)
- Social Media Advertising
Facebook
Instagram
Others - Search Advertising
Google
Yahoo & Bing
Amazon
Others - Video Advertising
YouTube
Others - Further Segmentation by Medium (Desktop and Mobile, On the Basis of Ad Expenditure)
- Social Media Advertising
Mobile
Desktop - Video Advertising
Mobile
Desktop - Search Advertising
Mobile
Desktop - Audio Advertising
Mobile
Desktop - Other Advertising (Native Advertising, Classifieds, Lead Generation, Buzz/Content Advertising, Email Marketing and more)
Mobile
Desktop
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- By Sectors (On the Basis of Ad Expenditure)
- Retail
- Automotive
- Financial Services
- Telecommunications
- Leisure Travel
- Consumer Packaged Goods
- Electronics & Computers
- Pharmaceuticals/Healthcare
- Media
- Entertainment
- Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)
- By Ad-Buyers (On the Basis of Ad Expenditure)
- Direct
- Ad Agencies
By Pricing Model (On the Basis of Ad Expenditure) - Performance
- Cost Per Mile
- Hybrid
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Key Target Audience
- Advertising Agencies
- Social Networking Platforms
- End User Industries Investing in Digital Advertising
- Regulatory Bodies and Government Agencies
- Investors
Time Period Captured in the Report:
- Historical Period: 2017-2021
- Base Period: 2022
- Forecast Period: 2023-2027F
Companies Covered:
Major Ad Agencies
- TBWA Germany
- DDB Group
- BBDO Group
- Serviceplan Group
- Scholz and Friends Group
- Kolle Rebbe and more
Major Online Platforms
- Google (including YouTube)
- Facebook (including Instagram)
- Amazon
- Microsoft (including LinkedIn)
- Verizon Media
- Tencent
- Baidu
- ByteDance
Key Topics Covered in the Report
- Germany Online Advertising Market Introduction (Historical Evolution, Overview, Genesis, Business Cycle)
- Germany Online Advertising Market Size,
- Germany Online Advertising Market Segmentation
- SWOT Analysis of Germany Online Advertising Market
- Growth Drivers, Trends and Developments in Germany Online Advertising Market
- Issues and Challenges in Germany Online Advertising Market
- Regulatory Framework in Germany Online Advertising Market
- Customer Profiling in Germany Online Advertising Market
- Case Studies Covered in Germany Online Advertising Market
- Competitive Landscape in Germany Online Advertising Market
- Germany Online Advertising Market Future Outlook and Projections,
- Analyst Recommendations
For more information on the research reports, refer to below link:
France Online Advertisement Market Outlook 2027F: Ken Research
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