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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 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 explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Case Study

This campaign explores how BMW Group, the German car manufacturer, launched a worldwide campaign, following a live event in Germany, to coincide with its 100-year anniversary.

Case Study

This case study explores how German Rail, the national railway provider, launched a campaign in Germany to emphasise that when travelling by train, customers can spend their time how they please.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how The Legacy Store Berlin, a graffiti culture and art tools shop, launched a national campaign to turn messages of hate into messages of joy through artists.
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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 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.
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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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