Market Insights Advertising & Media Advertising

In-App Advertising - Germany

Germany

In 2024, ad spending in the In-App Advertising market in Germany is forecasted to reach €6,436.00m.
The market is expected to witness an annual growth rate (CAGR 2024-2029) of 8.84%, leading to a projected market volume of €9,829.00m by 2029.
The projected average ad spending per mobile internet user in the In-App Advertising market in Germany is €84.14 in 2024.
When compared globally, China is set to lead in ad spending with €123.00bn in 2024.
In Germany, the In-App Advertising market is witnessing a surge in demand driven by the country's tech-savvy population and increasing smartphone usage.

Key regions: China, Europe, United States, Asia, Germany

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Analyst Opinion

The In-App Advertising market in Germany has been experiencing significant growth in recent years.

Customer preferences: German consumers have shown a strong preference for mobile devices, with a high percentage of the population owning smartphones and tablets. This has led to an increase in the usage of mobile apps, creating a fertile ground for In-App Advertising. Additionally, German consumers are becoming more comfortable with targeted advertising, as long as it is relevant and non-intrusive.

Trends in the market: One of the key trends in the In-App Advertising market in Germany is the shift towards programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placement, which increases efficiency and effectiveness. This trend is driven by the increasing availability of data and the development of sophisticated algorithms that can target ads to specific audiences. Advertisers are also increasingly using native ads, which seamlessly blend into the app's content, making them less intrusive and more engaging for users. Another trend in the market is the rise of video advertising. Video ads have proven to be highly effective in capturing users' attention and conveying messages. As a result, advertisers are increasingly investing in video ad formats within mobile apps. This trend is supported by the improved quality of mobile networks in Germany, which allows for smooth video playback.

Local special circumstances: Germany has a strong data protection culture, with strict regulations in place to protect user privacy. This has led to a more cautious approach to data collection and usage in the In-App Advertising market. Advertisers need to ensure compliance with these regulations and gain explicit consent from users before collecting and using their data. This has led to the development of more transparent and user-friendly consent mechanisms, such as cookie banners and privacy settings within apps.

Underlying macroeconomic factors: The strong growth of the In-App Advertising market in Germany can also be attributed to the country's robust economy and high level of digitalization. Germany has a large and affluent consumer base, which makes it an attractive market for advertisers. Additionally, the country has a well-developed mobile infrastructure, with widespread access to high-speed internet and advanced mobile networks. This enables seamless app usage and facilitates the delivery of targeted ads. In conclusion, the In-App Advertising market in Germany is experiencing significant growth due to customer preferences for mobile devices, the shift towards programmatic advertising, the rise of video advertising, the country's strong data protection culture, and its robust economy and digital infrastructure. As mobile app usage continues to increase, the In-App Advertising market in Germany is expected to further expand in the coming years.

Methodology

Data coverage:

The data encompasses B2B enterprises. Figures are based on in-app advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers ad spending on advertisements displayed within a mobile application.

Modeling approach:

The market size is determined through a combined top-down and bottom-up approach. We use market data from independent databases, the number of application downloads from data partners, survey results taken from our primary research (e.g., the Consumer Insights), and third-party reports to analyze and estimate global in-app advertising spending. To analyze the markets, we start by researching digital advertising in mobile applications for each advertising format, incidents of in-app and mobile browser usage, as well as the time spent in mobile apps by categories. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, mobile users, and digital consumer spending. Lastly, we benchmark key countries and/or regions (e.g., global, the United States, China) with external sources.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year.