Germany Online Advertising Market Outlook To 2027

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.

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.

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.

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.