Digital Video Advertising - Germany

Ad spending in the Digital Video Advertising market in Germany is forecasted to reach US$1.61bn by 2024.
The market is expected to experience a compound annual growth rate (CAGR 2024-2030) of 3.29%, leading to a projected market volume of US$1.96bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue is anticipated to be generated in Germany.
In the Digital Video Advertising market in Germany, 88% of total ad spending is estimated to come from mobile sources by 2030.
The average ad spending per internet user in the Digital Video Advertising market in Germany is projected to be US$22.63 by 2024.
Connected TV ad spending in the Digital Video Advertising market in Germany is expected to hit US$414.20m by 2024.
Connected TV is forecasted to have a CAGR of 3.43% from 2024 to 2030, resulting in a projected market volume of US$507.20m by 2030.
Ad spending on short-form videos in the Digital Video Advertising market in Germany is projected to reach US$1.41bn by 2024.
The spending on short-form videos is anticipated to grow annually at a rate of 10.10% from 2024 to 2030, resulting in a projected market volume of US$2.51bn by 2030.
Germany's Digital Video Advertising market is witnessing a shift towards programmatic buying, optimizing targeting and ROI for advertisers in the region.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Germany is experiencing significant growth and development.

Customer preferences: German consumers are increasingly turning to digital platforms for their entertainment and information needs. This shift in consumer behavior has led to a growing demand for digital video content, creating opportunities for advertisers to reach their target audiences through digital video advertising.

Trends in the market: One of the key trends in the Digital Video Advertising market in Germany is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to reach their target audiences more effectively and efficiently. This trend is driven by advancements in technology and data analytics, which enable advertisers to target specific demographics and deliver personalized ads to consumers. Another trend in the market is the increasing popularity of mobile video advertising. With the widespread adoption of smartphones and tablets, more and more consumers are accessing video content on their mobile devices. Advertisers are capitalizing on this trend by investing in mobile video advertising to reach consumers on the go.

Local special circumstances: Germany has a strong regulatory framework for data protection and privacy, which has implications for digital video advertising. Advertisers must comply with strict rules and regulations regarding the collection and use of consumer data. This can impact the targeting capabilities of advertisers and may require them to adopt alternative strategies to reach their target audiences.

Underlying macroeconomic factors: Germany has a strong and stable economy, which provides a favorable environment for the growth of the Digital Video Advertising market. The country has a high internet penetration rate and a large population of tech-savvy consumers, creating a vast market for digital video advertising. Additionally, Germany has a well-developed infrastructure, including high-speed internet connectivity, which facilitates the delivery of digital video content to consumers. In conclusion, the Digital Video Advertising market in Germany is experiencing growth and development due to changing customer preferences, such as the increasing demand for digital video content. The rise of programmatic advertising and mobile video advertising are key trends in the market. Germany's strong regulatory framework for data protection and privacy and its stable macroeconomic factors contribute to the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

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.

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

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.