The advertising sector in Germany, the biggest economy in Europe, is giving signs of recovery after two years of shrinkage in spendings. Zentralverband der deutschen Werbewirtschaft (ZAW) predicts that the total spendings on ads will rise more than 2% in 2014, whereas eMarketer says the growth will near 9%. The relief will mainly come from more than 9% growth in online and mobile advertising and above average rise in TV ads.
The total ad spending measured by source declined by 3.2% in 2012 and 1.7% last year (compared to previous years). However, the spendings on online and mobile advertising helped to keep the contraction to the minimum, with 6.5% and 9:3% growth in two consecutive years whereas the figures in printed media have dropped by nearly 9%.
Still relatively small in size, the online and mobile ad spendings keep growing realy fast, having surpassed €1 billion threshold in 2012, reaching €1.152 billion by the end of 2013. It’s now fifth on the list by media categories, but expected to rise to the fourth should it keep the same level of growth this year. The consumer magazines with 11.2% and 3.6% contraction in two previous years will fall behind the online.
eMarketer comments that mobile looks set for a boom as the number of mobile phone users continues to rise. It says some 68 million German residents will own at least one mobile phone this year.