PUBLISHER: Ken Research Private Limited | PRODUCT CODE: 1228355
PUBLISHER: Ken Research Private Limited | PRODUCT CODE: 1228355
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.
Table Of Contents
1. Executive Summary
2. Research Methodology
- 2.1. Market Definitions
- 2.2. Abbreviations
- 2.3. Market Sizing and Modelling
3. Germany Online Advertising Market Ecosystem (Brands, Advertising Agencies, Content Creation Companies, Publishers, Audience and Industry Associations)
4. Germany Online Advertising Market Value Chain Analysis (Entities Including Advertisers, Advertising Agencies, Ad Networks, Ad Servers, Trading Desks, Demand Side Platforms, Ad Exchange, Supply Side Platforms, Publishers, End Users)
- 4.1. Working of Demand Side Platforms and Buy-side Model
- 4.2. Working of Supply Side Platforms and Sell-Side Model
5. Germany Advertising Market Snapshot,
6. Germany Online Advertising Market Introduction and Overview
- 6.1. Germany Online Advertising Market Historical Evolution
- 6.2. Germany Online Advertising Market Overview, Genesis and Business Cycle Graph
- 6.3. Germany Advertisement Market (Digital and Traditional),
7. Germany Online Advertising Market Size (including Market Growth, Supporting Statistics, Key Catalysts for Market Growth and Seasonality),
- 7.1. By Advertising Expenditure,
8. Germany Online Advertising Market Segmentation,
- 8.1. By Medium (Mobile and Desktop)
- 8.2. By Type of Advertising (Search, Social Media, Display, and Others)
- 8.2.1. Further Segmentation by Medium (Mobile and Desktop),
- 8.3. By Type of Ad-Buyers (Direct and Agencies)
- 8.4. By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others),
- 8.5. By Pricing Model (Performance, Cost-per-Mile and Hybrid),
9. Programmatic Advertising in Germany Online Advertising Market (Types, Major Sectors Using Programmatic Advertising, Issues Faced, Upcoming Trends and Case Study)
10. Customer Profiling in Germany Online Advertising Market (Economic Indicators, Internet Usage Statistics on the basis of Gender, Age Group, Frequency, Mobile Internet Activities, Social Media Platforms Usage and Frequency)
11. Regulatory Scenario in Germany Online Advertising Market (Federal Laws, State Laws, Self-Regulatory Principles and Other Regulations)
12. Trends and Developments in the Germany Online Advertising Market
13. Issues and Challenges in the Germany Online Advertising Market
14. SWOT Analysis of Germany Online Advertising Market
15. Successful Digital Ad Campaigns in Germany
- 15.1. How IHOP Successfully Increased its Burger Sales without Affecting its Breakfast Business through the Power of Social Media
- 15.2. How Starbucks Broke the Internet and Enhanced Its Sales With a Limited Edition Unicorn Frappuccino
16. Decision Making Criteria for Clients in Germany Online Advertising Market
17. Comparative Landscape in Germany Online Advertising Market,
- 17.1. Competition Scenario (Competition Stage, Major Players, Competing Parameters)
- 17.2. Germany Online Advertising Major Platforms (Google including YouTube, Facebook including Instagram, Amazon, Microsoft including LinkedIn and Verizon Media) Market Share Analysis including Advertising Revenue, Usage Statistics, Type of Advertisements, Age & Gender Demographics and Total Advertising Audience)
- 17.3. Market Share Analysis by Type Of Advertising On The Basis Of Platform (Facebook, Instagram, Google, Yahoo & Bing, Amazon, YouTube and Others), and
- 17.4. Strengths and Weaknesses of Major Advertising Agencies (Interpublic Group of Companies, WPP, Omnicom Group, Publicis Groupe and Dentsu Inc) in the Germany Online Advertising Market
- 17.5. Company Profiles of Major Advertising Agencies in Germany (Company Overview, Service Portfolio, Major Advertising Companies, Major Clientele, Revenue, Awards & Achievements and Recent Developments)
- 17.5.1. WPP plc
- 17.5.2. Omnicom Group
- 17.5.3. Publicis Groupe SA
- 17.5.4. Interpublic Group of Companies Inc. (IPG)
- 17.5.5. Dentsu Inc.
18. Germany Advertisement Market (Digital and Traditional) Future Outlook and Projections, 2023-2027F
19. Germany Online Advertising Market Future Outlook and Projections (Market Growth, Key Catalysts for Market Growth and Potential Threats), 2023-2027F
- 19.1. By Advertising Expenditure, 2023-2027F
20. Germany Online Advertising Market Segmentation Future Outlook and Projections, 2023-2027F
- 20.1. By Medium (Mobile and Desktop), 2023-2027F
- 20.2. By Type of Advertising (Search, Social Media, Display, Video, Audio and Others), 2023-2027F
- 20.2.1. Further Segmentation by Medium (Mobile and Desktop), 2023-2027F
- 20.3. By Type of Ad-Buyers (Direct and Agencies), 2023-2027F
- 20.4. By Sectors (Retail, Financial Services, Automotive, Telecom, Leisure Travel, Consumer Goods, Electronics and Computers, Pharmaceuticals/Healthcare, Media, Entertainment and Others), 2023-2027F
- 20.5. By Pricing Model (Performance, Cost-per-Mile and Hybrid), 2023-2027F
21. Analyst Recommendations for Germany Online Advertising Market
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