Advertisers in Germany are predicted to spend $21.13 billion on adverts with 31.9% going to digital channels, according to a new forecast from eMarketer.
This would also rank Germany second in Europe following the UK in terms of the size of its advertising market.
The forecast expects German digital ad expenditure to reach $6.74 billion in 2018.
Although digital took the largest share in terms of ad spend, TV ranks second at 24.8%, followed by more traditional print media. The latter is being attributed to newspaper continuing to be a strong medium in Germany.
Indeed, 76.2% of those aged 18+ years in the country read a newspaper at least each month and eMarketer only expects a slight dip in percentage of 75.7%.
“Brands continue to spend in TV, in part, because inventory for digital video remains low,” explained Michael Zeisler, regional director of Central Europe for Pubmatic. “[Advertisers] would like to spend more on digital video, but it’s not always available at the quality they need.”
Digital media are expected to grow 5.5% in 2018, followed by TV at 1.2%.
Meanwhile, brand safety has been a particularly hot topic in Germany as well. This has led to brands establishing more direct connections with publishers within programmatic advertising, thereby reducing ad fraud and risk.