2018 predicted to be best year in decade for direct mail in Germany

Rob Clapp

An outline of growth trends in German direct mail advertising expenditure between 2007 and 2018.

Direct mail advertising expenditure is on the up in Germany after a decade of patchy growth, according to the latest projections from WARC based on ZAW data. 2017 saw advertising expenditure reach €3,120 million, 4% greater than in 2016. 2018 looks set to continue this trend, rising a further 0.4% to €3,132 million and reaching the highest level seen in a decade.

Despite this increase, direct mail as a share of total adspend continues to decline. The sector accounted for a 13.1% share in 2017, 1.7 percentage points (pp) lower than in 2007. A further decline is forecast for 2018,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands