Advertising - D-A-CH

D-A-CH

Ad spending in the Advertising market in D-A-CH is forecasted to reach US$37.69bn in 2024.
The largest market withD-A-CH is Search Advertising, with a market volume of US$10.06bn in 2024.
When compared globally, the United States will lead in ad spending, reaching US$421.30bn in 2024.
Within the Advertising market in D-A-CH, 65% of total ad spending will come from digital sources by 2029.
The average ad spending per capita in the Search Advertising market in D-A-CH is expected to be US$99.54 in 2024.
By 2029, Advertising market of 81% revenue in D-A-CH will be generated through programmatic advertising.
In the D-A-CH region, native language preferences in advertising content are driving personalized and localized campaigns to resonate with diverse audiences effectively.

Key regions: United States, China, Europe, Asia, Japan

Market

Region

Region comparison

Currency

Analyst Opinion

The Advertising market in D-A-CH is witnessing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory. Customer preferences in the D-A-CH region are playing a crucial role in shaping the Advertising market. Consumers in Germany, Austria, and Switzerland have shown a strong inclination towards digital advertising. With the increasing penetration of internet and smartphones, people are spending more time online, leading to a shift in advertising budgets from traditional media to digital platforms. This preference for digital advertising is driven by factors such as convenience, personalization, and the ability to reach a wider audience. Trends in the market are also driving the growth of the Advertising industry in D-A-CH. One major trend is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making the process more efficient and targeted. This trend is particularly prominent in Germany, where programmatic advertising is gaining traction across various industries. Another trend is the increasing use of influencer marketing, especially in Switzerland. Influencers have become powerful marketing tools, as they have the ability to reach and engage with a highly targeted audience. Local special circumstances are also contributing to the growth of the Advertising market in D-A-CH. In Germany, for example, there is a strong emphasis on data protection and privacy. This has led to the development of strict regulations, such as the General Data Protection Regulation (GDPR), which has had a significant impact on the advertising industry. Advertisers in Germany are required to obtain explicit consent from users before collecting and using their personal data for advertising purposes. This focus on data protection has created new challenges and opportunities for advertisers in the region. Underlying macroeconomic factors are also playing a role in the growth of the Advertising market in D-A-CH. The region has a stable and prosperous economy, with high levels of disposable income. This provides companies with the financial resources to invest in advertising and marketing activities. Furthermore, the D-A-CH region is known for its strong business environment and innovation-driven economy, which attracts both domestic and international advertisers. In conclusion, the Advertising market in D-A-CH is experiencing significant growth and development. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory. Advertisers in the region are adapting to the digital age, leveraging programmatic advertising and influencer marketing to reach their target audience. The focus on data protection and privacy, as well as the stable macroeconomic environment, further support the growth of the Advertising industry in D-A-CH.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. 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 (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).