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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

German 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.

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