German Advertising Market Continues Positive Trend for 2025 According to JOM Group Forecast
Hamburg – The German advertising market is expected to continue its positive trend for the second consecutive year in 2025, according to a forecast by the JOM Group, an agency for hybrid marketing communication. The forecast predicts sustained growth of around 3.2 per cent, bringing the total market volume to just over 30 billion euros.
Despite a weak overall economic outlook, net advertising expenditure in Germany is set to rise by around 3 per cent this year. The JOM Group expects this growth to continue in 2025, driven by two major trend themes in the industry.
The first trend is the rapid development of opportunities in digital moving image advertising. Platforms such as YouTube, Amazon, Netflix, and media libraries like RTL+ and Joyn are seeing a significant increase in reach. Emerging platforms like TikTok are also becoming popular advertising environments.
The second trend is the expansion of advertising space in the retail media sector by retailers. This is a major growth driver in the market, as it offers a high level of sales proximity and combines advertising display with retailer data.
Outdoor advertising is also expected to continue its successful digitalization and data-based targeting of advertising in 2025. JOM predicts that the media category, which saw double-digit percentage rate growth this year, will continue to surge.
While the TV medium is expected to remain largely constant in terms of advertising expenditure in 2025, print media revenues are likely to continue declining slightly.
However, uncertainties remain that could influence the advertising economy in Germany. These include a possible change of government in Germany, the upcoming presidential election in the USA, and conflicts in Ukraine and the Middle East. If German companies’ prospects do not improve significantly by the middle of next year, marketing budgets may come under greater pressure.
The industry’s increasing digitalization is playing into its hands, according to Volker Neumann, Managing Director of JOM Group. “We have an increasingly digitally networked media offering that enables data-based and measurable advertising playout. This makes advertising more efficient and attractive for companies. At the same time, barriers to entry have not risen, but rather fallen, allowing smaller companies simple and user-friendly access to advertising bookings via self-booking tools. This represents huge potential that will have a positive impact on the market,” explains Neumann.
For media inquiries, please contact Shari Luening at +4940278220 or shari.luening@jom-group.com.
To learn more about the JOM Group, please visit http://www.jom-group.com.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.