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Germany

Germany is a major advertising market, and is in the top 10 markets worldwide. Investment in digital channels in Germany is relatively high compared with other markets, and has already overtaken investment in TV advertising. Newspaper advertising has traditionally been very strong in German, and despite some declines print adspend remains relatively high compared with other major markets.

Key Reading

Important papers from across the Warc database

erman research from GfK, developing a cross-media measurement tool to compare the impact of TV and Facebook ads on sales. It suggests that cross-media channel planning is becoming the industry norm but media planners need better information to understand how to best optimize the mix between online and offline.
Research on the differences between digital consumer behaviours in Germany, France and Great Britain.
How Munich Airport developed and launched a new brand idea to reflect the joy of travel.
Predicted advertising expenditure across 12 key markets, including Germany, for the next two years.
The gold standard in marketing communications effectiveness across multiple European markets.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

Case Study

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Case Study

This case study demonstrates how Hilton, an American hospitality group, drove digital direct bookings across the UK, Germany, UAE and Saudi Arabia with the help of a multi-platform, cross-market campaign.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Case Study

This case study shows how Gore-Tex, a textile ingredient brand, increased brand awareness in Germany by developing a brand-owned content platform.

Case Study

This case study describes how German car manufacturer Opel, used red button technology for the first time to launch its Corsa model.
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Article

This article describes how Bord Bia, the Irish food board responsible for international sales of the country's products, used a new streamlined and concentrated research methodology to increase sales in Germany.

Article

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Research Paper

This paper describes the development of an integrated research 'compass toolset' for KAO Salon, a salon products manufacturer, to help it build consumer insights into its brand mission in Germany.

Research Paper

This paper examines the methodological possibilities of social media listening and traditional qualitative interviewing techniques, demonstrating how the confluence of the approaches work in the German women’s fashion industry.

Research Paper

This paper describes an automated system for analysing imagery and pictures posted on social media, which in turn can be used to provide brand-specific insights such as brand awareness, popularity and use.

Research Paper

This paper reports on a study of the public perceptions of market research, based on a survey with people from the UK, the USA and Germany.
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  1. Article

    This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

  2. Article

    This case study demonstrates how Media Markt, Germany's biggest electronics retailer, turned Easter price promotion into an actual game to engage with the German public.

  3. Article

    This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

  4. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

  5. Article

    This case study explains how Deutsche Telekom, the German telecoms provider, used a mockumentary to convince its European customers to purchase its 'Travel & Surf' roaming package for online browsing abroad.

  6. Article

    Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.
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