Advertisers with highest advertising spending in Germany 2024

As of 2024, Procter & Gamble led the advertising market in Germany, with an ad spend nearing 196 million euros. Lidl ranked second, investing over 55 million euros, while Aldi followed closely with around 52.4 million euros in advertising expenditure.

Advertising channels in Germany

In 2023, the most popular advertising channels in Germany were primarily digital, including formats like in-stream video ads and mobile medium rectangle ads which are frequently used in mobile apps and on websites. In contrast, traditional formats such as billboard ads ranked much lower, reflecting their declining relevance as digital and social media marketing continue to rise. When it came to spending on digital marketing, display advertising and search engine marketing were the dominant channels, with each surpassing six billion euros in annual expenditure. This underscores the critical role of visual and search-based ads in Germany's digital advertising landscape, while social media, email, and audio marketing, though smaller in comparison, still play key roles in reaching target audiences.

Marketing personalization

Personalization has become one of the most essential marketing strategies for both B2B and B2C marketers globally, closely tied to the shift toward digital media. Although some see it as controversial as it often involves tracking a user's habits on the internet it does offer significant advantages for advertisers. The primary benefits promised by personalized marketing strategies include enhancing customer experience, improving customer retention, and, most significantly, driving increased revenue.