JOM Group Forecasts Continued Growth for German Advertising Market in 2025
Hamburg – The German advertising market is expected to continue its positive trend in 2025, according to a forecast by the JOM Group. The agency for hybrid marketing communication predicts a 3.2% growth, marking the second consecutive year of sustained growth for the market.
Despite a weak economic outlook, net advertising expenditure in Germany is set to rise by around 3% this year. The JOM Group anticipates that this growth will continue in the coming year, bringing the total market volume to over 30 billion euros.
Two major trend themes are expected to contribute to this growth. The first is the rapid development of opportunities in digital moving image advertising, with platforms such as YouTube, Amazon, and Netflix seeing a significant increase in reach. The rise of “younger” platforms like TikTok also adds to the growth potential.
The second major contributor is the expansion of advertising space in the retail media sector. This offers a high level of sales proximity and combines advertising display with retailer data, making it a strong driver for market growth.
The JOM Group also predicts that outdoor advertising will continue to see successful digitization and data-based targeting, with double-digit growth rates expected in 2025.
However, uncertainties remain for the advertising market, with factors such as a possible change of government in Germany and the upcoming U.S. election potentially influencing the advertising economy. Additionally, conflicts in Ukraine and the Middle East could also impact the market.
Despite these uncertainties, the advertising industry is set to benefit from increasing digitalization, which allows for more efficient and measurable advertising. This also lowers the barriers to entry, making it more accessible for smaller companies to book advertising through user-friendly self-booking tools.
Volker Neumann, Managing Director of JOM Group, explains, “We have an increasingly digitally networked media offering that enables data-based and measurable advertising playout. This represents huge potential that will have a positive impact on the market.”
For press inquiries, please contact Shari Luening at +4940278220 or shari.luening@jom-group.com. Learn more about the JOM Group at http://www.jom-group.com.
