Retail Platform Advertising - Germany

In Germany, ad spending in the Retail Platform Advertising market market is projected to reach US$3.37bn in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2030) of 11.37%, resulting in a projected market volume of US$6.43bn by 2030.
The average ad spending per user in the Retail Platform Advertising market market in Germany is anticipated to amount to US$75.44 in 2024.
In a global context, the majority of ad spending will be generated the United States, with a figure of US$57.63bn in 2024.
In Germany, brands are increasingly leveraging retail platform advertising to enhance consumer engagement and drive digital transformation in the competitive marketplace.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Germany is witnessing mild growth, influenced by factors like the increasing integration of e-commerce and digital marketing strategies, shifting consumer behaviors, and the need for brands to enhance online visibility and engagement.

Customer preferences: Consumers in Germany are showing a pronounced shift towards sustainable and locally sourced products, prompting brands to adapt their advertising strategies on retail platforms. This trend is fueled by a growing awareness of environmental issues and a desire to support local economies. Additionally, the rise of mobile shopping and social commerce is reshaping how brands engage with consumers, emphasizing the importance of authentic storytelling and community-building in advertising efforts. As a result, brands are increasingly leveraging data-driven insights to tailor their approaches, enhancing online visibility and consumer connections.

Trends in the market: In Germany, the Retail Platform Advertising Market is experiencing a significant shift towards sustainability and localism, as brands increasingly highlight eco-friendly and locally sourced products in their advertising strategies. This movement is driven by heightened consumer awareness regarding environmental sustainability and a commitment to supporting local economies. Furthermore, the rise of social commerce and mobile shopping is transforming consumer engagement, with brands focusing on authentic storytelling and community connections. This trend emphasizes the importance of data-driven insights, enabling brands to enhance their visibility and better connect with their target audiences, thereby reshaping the advertising landscape.

Local special circumstances: In Germany, the Retail Platform Advertising Market is uniquely shaped by a strong emphasis on sustainability and regional identity, influenced by the country’s commitment to environmental policies and support for local businesses. The cultural appreciation for quality and authenticity drives consumers to favor products that are locally sourced and eco-friendly. Additionally, strict regulatory frameworks around advertising standards promote transparency and ethical marketing practices, creating a distinct environment where brands must align their strategies with consumer values, thereby enhancing their competitive edge.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Germany is significantly influenced by macroeconomic factors such as consumer spending habits, digitalization trends, and regulatory frameworks. As the German economy shows resilience with steady growth and low unemployment, consumer confidence remains strong, driving increased investments in advertising. Moreover, the rise of e-commerce and digital platforms is reshaping the advertising landscape, compelling brands to adopt innovative strategies. Additionally, Germany's stringent data protection regulations ensure that privacy concerns are addressed, fostering trust and encouraging consumer engagement, which is vital for market performance.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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).

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.