The Germany Online Advertising report analyzes the trends that are propelling the second-largest advertising market in Europe into the online marketplace.
While consumers and advertisers in Britain were generally quick to explore the benefits and potential of the online channel, many Germans—and German businesses—took time to warm to the Web.
One reason is that, socially and commercially, Germany is somewhat conservative. Practicality is a virtue, and established leaders in many industrial sectors are not inclined to pursue innovations in advertising and marketing until they are proven to bring results.
But the Teutonic tipping point has arrived.
In 2007, eMarketer projects that German online ad spending will reach €2.4 billion ($3.29 billion), and growth will continue at double-digit rates, taking online spending to €3.5 billion ($4.48 billion) in 2010.
Online Advertising Spending in Germany, 2006-2011 (billions and % change)
Key questions the “Germany Online Advertising” report answers:
- How does online advertising spending in Germany compare with spending in the UK and other European countries?
- What does Internet ad spending contribute to the country's total advertising budget?
- Which industries spend most to advertise online in Germany?
- How advanced is Germany's mobile Internet market?
- And many others…
Britain may lead Europe in Internet penetration, online advertising spending and e-commerce revenues, but Germany has the largest online population. At the center of the continent, Germany—with its technical expertise—will play a critical role in Europe's online future.