Market Insights Advertising & Media Advertising

Search Advertising - D-A-CH

D-A-CH

Ad spending in the Search Advertising market in D-A-CH is forecasted to reach US$10.94bn in 2025.
The sector is expected to display an annual growth rate (CAGR 2025-2029) of 6.25%, leading to a projected market volume of US$13.94bn by 2029.
When compared globally, the United States will generate the highest ad spending (US$154.80bn in 2025).
Within the Search Advertising market, 40% of total ad spending will come from mobile sources in 2029.
The average ad spending per internet user in the Search Advertising market in D-A-CH is estimated to be US$123.40 in 2025.
In D-A-CH, Search Advertising is seeing a shift towards data-driven strategies to enhance targeting and maximize ROI in the Advertising market.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Search Advertising market in D-A-CH is experiencing steady growth due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the D-A-CH region play a significant role in the development of the Search Advertising market. With a high internet penetration rate and a tech-savvy population, consumers in D-A-CH are increasingly relying on search engines to find products and services. They prefer to search for information online before making purchasing decisions, making Search Advertising an effective way for businesses to reach their target audience. Trends in the market further contribute to the growth of Search Advertising in D-A-CH. One notable trend is the increasing use of mobile devices for internet browsing. As more people in D-A-CH use smartphones and tablets to access the internet, businesses are adapting their advertising strategies to target mobile users. This shift towards mobile advertising has boosted the demand for Search Advertising, as businesses recognize the importance of appearing in search engine results on mobile devices. Local special circumstances also influence the development of the Search Advertising market in D-A-CH. Each country in the region has its own unique market dynamics and consumer behavior. For example, in Germany, consumers are known for their cautious approach to online shopping and are more likely to research extensively before making a purchase. This behavior creates opportunities for businesses to target these consumers through Search Advertising, as they are actively seeking information and solutions. Underlying macroeconomic factors also contribute to the growth of the Search Advertising market in D-A-CH. The region has a strong economy and a high level of disposable income, which allows businesses to invest in advertising to reach their target audience. Additionally, the D-A-CH region is home to several multinational companies and global brands, which further drives the demand for Search Advertising as these companies compete for market share. In conclusion, the Search Advertising market in D-A-CH is developing due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As consumers in the region increasingly rely on search engines to find products and services, businesses are adapting their advertising strategies to target these consumers. The use of mobile devices for internet browsing, unique market dynamics in each country, and a strong economy all contribute to the growth of the Search Advertising market in D-A-CH.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.