Germany Online Advertising Market Outlook To 2027

By Medium (Desktop and Mobile), By Type (Search, Social Media, Display, Video, Audio and Others), By Sectors (Retail, Automotive, Financial Services, Telecommunications, and Others)



Product Code:KROD81

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Published on

December 2022

Total pages


About the Report

About the Report

Market Overview:

The Online Advertising Market is expected to grow at a CAGR of ~% over the forecast period (2023 - 2027). Over the years, 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, new market levels, and players.

  • With over 3.5 billion search queries on Google, every day paid search, where Google or other search engines are paid to advertise content on SERPs (search engine results pages) for relevant keywords, is one of the most popular and effective types of online advertising.
  • Moreover, AI-powered Optimization in advertising is increasing as the impact of advertising can be instantly gauged in online mode. The AI-powered tool can self-train to write blogs and update content. For instance, for content creation, Jarvis is an example of AI-powered software trained to generate original, creative content

Key Trends by Market Segment

By Medium (Mobile and desktop): Due to the increasing penetration of smart phones and tablets in the country, mobile medium received a greater share in the digital advertising expenditure. The widespread use of social media through mobile devices has also propelled the shift towards mobile advertising.

Germany Online Advertising Market Segmentation By Medium

By Ad Buyers (On the Basis of Ad Expenditure): Majority of the ad buying took place through advertising agencies. Direct ad buying by brands accounted for a meagre share in the digital advertising market due to the lack of in-house talent and requisite technologies by advertisers.

By Ad Buyers (On the Basis of Ad Expenditure): Majority of the ad buying took place through advertising agencies. Direct ad buying by brands accounted for a meagre share in the digital advertising market due to the lack of in-house talent and requisite technologies by advertisers.

Germany Online Advertising Market Segmentation By Ad Buyers

Competitive Landscape

The Online Advertising Market is highly competitive, owing to the existence of various prominent players operating on a global scale. The market appears to be moderately concentrated, with significant players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are Google LLC, Facebook Inc., and Twitter Inc. Major competing parameters for these companies include- Reach of their Advertisements, Insights, Target Audience, Flexibility and Cost.

Germany Online Advertising Market Competitive Landscape

Future Outlook

The Germany Online Advertising Market is projected to show a significant growth, to contribute ~ Bn by 2027F with the shift of advertising budget from traditional marketing like print, and ATL-outdoor activities to digital and mobile marketing, would witness a rise with end-users preferring to consume content primarily on their mobile phones or TV, and social distancing, work-from-home possibly becoming the new normal.

Scope Of The Report

Scope of the Report

The scope of the study is currently focused on Germany Online advertising. The study tracks the key market parameters, underlying growth influencers, and major vendors operating in the industry. The study also tracks the impact of COVID-19 on the overall Online Advertising Market and its performance.

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, Content Advertising, Email Marketing and more)

By Ad-Format on the Basis Of Platforms (On the Basis of Ad Expenditure)


Social Media Advertising




Search Advertising


Yahoo & Bing



Video Advertising



By Sectors (On the Basis of Ad Expenditure)



Financial Services


Leisure Travel

Consumer Packaged Goods

Electronics & Computers




Others (Real-Estate, Education, Agrochemicals, Energy, Construction and more)

By Ad-Buyers (On the Basis of Ad Expenditure)


Ad Agencies

By Pricing Model


Cost per Mile


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Key Target Audience – Organizations and Entities Who Can Benefit by Subscribing This Report

  • Advertising Agencies
  • Social Networking Platforms
  • End User Industries Investing in Digital Advertising
  • Regulatory Bodies and Government Agencies
  • Investors

Period Captured in the Report

  • Historical Period: 2017-2021
  • Base Period: 2022
  • Forecast Period: 2023-2027F


Major Companies Profiled in the Report

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

Table of Contents

Table of Contents

1. Executive Summary

2. Germany Online Advertising Market Overview

2.1 Taxonomy of the Germany Online Advertising Market

2.2 Industry Value Chain

2.3 Ecosystem

2.4 Government Regulations/Initiatives for the Germany Online Advertising Market

2.5 Growth Drivers of the Germany Online Advertising Market

2.6 Issues and Challenges of the Germany Online Advertising Market

2.7 Impact of COVID-19 on the Germany Online Advertising Market

2.8 PESTLE/SWOT Analysis

3. Germany Online Advertising Market Size, 2017 – 2022

4. Germany Online Advertising Market Segmentation

4.1   By Regional Split (North/East/West/South/Central), 2017 - 2022

4.2 By Sector, 2017 – 2022

4.3 By Medium, 2017 – 2022

5. Competitive Landscape

5.1 Mergers and Acquisitions, Joint Ventures, Collaborations, and Agreements

5.2 Strategies Adopted by Leading Players

5.3 Company Profiles – (Top 5 - 7 Major Players)

5.3.1 TBWA Germany

5.3.2 DDB Group

5.3.3 BBDO Group

5.3.4 Serviceplan Group

5.3.5 Scholz and Friends Group

5.3.6 Kolle Rebbe and more

6. Germany Online Advertising Future Market Size, 2022 – 2027

7. Germany Online Advertising Future Market Segmentation

7.1 By Regional Split (North/East/West/South/Central), 2017 - 2022

7.2 By Sector, 2017 – 2022

7.3 By Medium, 2017 – 2022

8. Analyst Recommendations

9. Research Methodology

10. Disclaimer

11. Contact Us

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Research Methodology

Research Methodology

Step 1: Identifying Key Variables:

Ecosystem creation for all the major entities and referring to multiple secondary and proprietary databases to perform desk research around market to collate industry level information.

Step 2: Market Building:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research. Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, and digital consumer spending.

Step 3: Validating and Finalizing:

Building market hypothesis and conducting CATIs with industry exerts belonging to different companies to validate statistics and seek operational and financial information from company representatives.

Step 4: Research output:

Our team will approach multiple finance providing channels and understand nature of product segments and sales, consumer preference and other parameters, which will support us validate statistics derived through bottom to top approach from car finance providers.

Frequently Asked Questions

Frequently Asked Questions

01 What is the Study Period of this Market Report?

The Germany Online Advertising Market is covered from 2017-2027 in this report, which includes a forecast for the period 2023-2027.

02 What is the Future Growth Rate of the Germany Online AdvertisingMarket?

The Germany Online Advertising Market is expected to witness a CAGR of about ~% over the next 5 years.

03 What are the Key Factors Driving the Germany Online Advertising Market?

The increasing technological advancement like increased searches on online platforms like Amazon and Google, more visibility on digital platforms.

04 Which is the Largest Ad Buyer type segment within the Germany Online Advertising Market?

Advertising Agencies segment held the largest market share of the Germany Online Advertising market in 2021.

05 Who are the Key Players in Germany Online Advertising Market?

Alphabet, Meta Platforms (Facebook), Microsoft, Facebook, Amazon, Tencent, Baidu, ByteDance, etc.

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