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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 explains how Refugees Welcome, a German charity which advocates for refugees, used pre-roll YouTube ads and PR to help change opinions about refugees and generate donations.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Case Study

This case study shows how Audi, the car manufacturer, increased service sales in Germany by releasing a dramatic ad that engaged consumers' fears over car repairs.

Case Study

This case study explains how OTTO, the German online retailer, used emotional storytelling in an integrated campaign to increase sales in the Christmas period.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.
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Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

Article

This paper outlines the benefits of X-Cross, a cross-media execution system that combines TV and online to maximise reach and increase media efficiency for multiscreen campaigns.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

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.

Research Paper

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 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.
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  1. Article

    This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

  2. 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.

  3. Article

    This article relates the findings of two new studies that show penetration to not be the dominant driver of brand growth, and that relationship equity creates the difference in market success.

  4. 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.

  5. 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.

  6. 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.

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