return Home

Mobile to power more than half of digital ad spend in Germany this year

Data by eMarketer estimates that mobile ad spending in Germany will reach €3.2 billion (US$3.5 billion) this year, representing more than half (57.2 per cent) of all digital ad spending for the first time.

eMarketer mobile Germany ()

Total media ad spending in Germany –  which includes digital and traditional – will reach €18.4 billion (US$20.4 billion) in 2017, a yearly growth of 1.4 per cent. Digital will account for 30 per cent of the market or €5.53 billion (US$6.12 billion), making it the country’s largest media type by ad investment.

On a quick side note, eMarketer chairman and chief innovation officer Geoff Ramsay will be at Digital Innovators’ Summit 2017 on Tuesday 21 March, talking about “the epic battle for consumer attention in a digital world”. See the full agenda here.

According to eMarketer’s latest ad spend forecasts for Germany, TV will continue to hold its own, growing by 2.5 per cent this year. In 2017, just over a quarter (25.3 per cent) of all media spend in Germany will go to TV, representing US$5.16 billion (€4.67 billion). 

Germany has a highly educated population that also skews older, and print newspapers have fared much better here against digital competition than in many other European markets. But this year will represent a milestone: newspapers will actually fall behind TV in terms of ad spend, taking a 24.0 per cent share or €4.4 billion (US$4.9 billion). TV remains the first-choice platform for many traditional industries; automotive brands still typically prioritise TV spots, for example.

Mobile’s majority share of digital isn’t the only notably change in ad spending patterns in Germany. The country has a highly educated but also slightly older population, both factors that have helped newspapers fare much better against digital competition than in many other European markets. Nonetheless, 2017 represents a milestone for newspapers. This year eMarketer predicts newspapers’ share of ad spending will slip to 24.0 per cent as investment declines to €4.47 billion (US$4.95 billion). As a result, TV will surpass newspapers for share of total media ad spending for the first time. TV ad dollars will grow 2.5 per cent to €4.65 billion (US$5.14 billion), representing just over a quarter (25.3 per cent) of paid media ad spend.

“Germany’s ad marketplace is remarkably well balanced, offering brands a wide spectrum of options to reach various target audiences,” said Karin von Abrams, principal analyst with eMarketer. “Of course advertiser outlays will continue to shift towards digital platforms and mobile devices in particular. But the entire industry is also benefitting from the country’s very encouraging economic growth. Even the political and social uncertainties arising from factors such as the US presidential election and the UK’s Brexit vote haven’t dented the underlying stability and strength of Germany’s finances. This is very reassuring not just for Germany but for the larger European industry picture.”

More like this

eMarketer and IAB Singapore release new forecast for digital ad spending in Southeast Asia, Hong Kong and Taiwan

eMarketer releases latest UK social media usage forecast

  • How Aller Media Finland unlocked the value of data-for-profit In less than three years, Aller Media Finland has become the leading company in Finland to harvest consumer data as an income asset. Sami Lahtinen, director, data and digital solutions, and Sini Kervinen, head of business operations, data and digital solutions, explain how the establishment of the Aller Refinery data unit managed to place data at the heart of their business’s growth. 19th Jun 2017 MagWorld
  • How Marie Claire is embracing a more diverse range of voices Focusing on social and political issues, giving readers current events news in context may sound more like a news magazine than a Marie Claire, but women’s magazines have been producing this kind of content since creation, according to Kate Lewis, Hearst Digital Media’s SVP/editorial director in the US. There is good reason why it is now more noticeable... 21st Jun 2017 MagWorld
  • Nine steps to rapidly transform your legacy teams No amount of tinkering at reorganisation will work. Tinkering has failed. New business models and new editorial models require new thinking, new roles, new workflows, and new organisational structures, writes INNOVATION Media Consulting senior director John Wilpers. 19th Jun 2017 Insight News
  • Reuters Digital News Report 2017 highlights lessons for publishers across multiple markets Growth in social media for news discovery is flattening out, ad-blocking on desktop has stalled, brand recall on social is low, voice-activated digital assistants are emerging as news platforms in some countries and regions. If the Reuters Institute Digital News Report 2017 makes one thing clear, it is that the digital revolution is full of contradictions and exceptions, for the simple reason that countries and regions across the globe started this revolution at different times and places and aren’t progressing at the same pace. 22nd Jun 2017 Insight News
  • Four industry experts share insights on innovating live events Live events are a rapidly growing revenue source for publishers, but as the field becomes ever more competitive event organisers need to be nimble, creative and innovative to remain on top of the game. Here, we combine the insights of four leading industry experts on developments within the sector. 25th Jun 2017 MagWorld


Visit our Youtube channel



FIPP newsletters allow you to keep up with industry trends, research, training and events across the world



Get global coverage of your launches, company news and innovations

Go to Full Site