Advertising in Germany

Abstract

Summary

Advertising in Germany industry profile provides top- line qualitative and quantitative summary information including: market size (value 2015- 19, and forecast to 2024). The profile also contains descriptions of the leading players including key financial metrics and analysis of competitive pressures within the market.

Key Highlights

- The advertising industry consists of revenues gained by any advertising activities or agencies providing advertising services, including display advertising services.
- The German advertising industry had total revenues of $21,877.1m in 2019, representing a compound annual growth rate (CAGR) of 0.6% between 2015 and 2019.
- The food, beverage & personal/healthcare segment was the industry's most lucrative in 2019, with total revenues of $6,563.1m, equivalent to 30% of the industry's overall value.
- German economic forecasts have been lowered and global and national political and economic issues decelerated growth rates in 2019 resulting in more cautious marketing budgets from large multinational corporations.

Scope

- Save time carrying out entry-level research by identifying the size, growth, major segments, and leading players in the advertising market in Germany
- Use the Five Forces analysis to determine the competitive intensity and therefore attractiveness of the advertising market in Germany
- Leading company profiles reveal details of key advertising market players’ global operations and financial performance
- Add weight to presentations and pitches by understanding the future growth prospects of the Germany advertising market with five year forecasts

Reasons to Buy

- What was the size of the Germany advertising market by value in 2019?
- What will be the size of the Germany advertising market in 2024?
- What factors are affecting the strength of competition in the Germany advertising market?
- How has the market performed over the last five years?
- What are the main segments that make up Germany's advertising market?

Content

Table of Contents
1 Executive Summary
1.1. Market value
1.2. Market value forecast
1.3. Category segmentation
1.4. Geography segmentation
1.5. Market rivalry
1.6. Competitive Landscape
2 Market Overview
2.1. Market definition
2.2. Market analysis
3 Market Data
3.1. Market value
4 Market Segmentation
4.1. Category segmentation
4.2. Geography segmentation
5 Market Outlook
5.1. Market value forecast
6 Five Forces Analysis
6.1. Summary
6.2. Buyer power
6.3. Supplier power
6.4. New entrants
6.5. Threat of substitutes
6.6. Degree of rivalry
7 Competitive Landscape
7.1. Who are the leading players?
7.2. What are the strengths of leading players?
7.3. What trends are impacting the market?
7.4. What strategies do leading players follow?
7.5. How will Covid-19 impact market players?
8 Company Profiles
8.1. The Interpublic Group of Companies, Inc.
8.2. Publicis Groupe SA
8.3. Havas SA
8.4. WPP plc
9 Macroeconomic Indicators
9.1. Country data
10 Appendix
10.1. Methodology
10.2. Industry associations
10.3. Related MarketLine research
10.4. About MarketLine

List of Tables
Table 1: Germany advertising industry value: $ billion, 2015-19
Table 2: Germany advertising industry category segmentation: $ billion, 2019
Table 3: Germany advertising industry geography segmentation: $ billion, 2019
Table 4: Germany advertising industry value forecast: $ billion, 2019-24
Table 5: The Interpublic Group of Companies, Inc.: key facts
Table 6: The Interpublic Group of Companies, Inc.: Annual Financial Ratios
Table 7: The Interpublic Group of Companies, Inc.: Key Employees
Table 8: The Interpublic Group of Companies, Inc.: Key Employees Continued
Table 9: The Interpublic Group of Companies, Inc.: Key Employees Continued
Table 10: The Interpublic Group of Companies, Inc.: Key Employees Continued
Table 11: Publicis Groupe SA: key facts
Table 12: Publicis Groupe SA: Annual Financial Ratios
Table 13: Publicis Groupe SA: Key Employees
Table 14: Publicis Groupe SA: Key Employees Continued
Table 15: Publicis Groupe SA: Key Employees Continued
Table 16: Publicis Groupe SA: Key Employees Continued
Table 17: Havas SA: key facts
Table 18: Havas SA: Key Employees
Table 19: Havas SA: Key Employees Continued
Table 20: WPP plc: key facts
Table 21: WPP plc: Annual Financial Ratios
Table 22: WPP plc: Key Employees
Table 23: Germany size of population (million), 2015-19
Table 24: Germany gdp (constant 2005 prices, $ billion), 2015-19
Table 25: Germany gdp (current prices, $ billion), 2015-19
Table 26: Germany inflation, 2015-19
Table 27: Germany consumer price index (absolute), 2015-19
Table 28: Germany exchange rate, 2015-19

List of Figures
Figure 1: Germany advertising industry value: $ billion, 2015-19
Figure 2: Germany advertising industry category segmentation: % share, by value, 2019
Figure 3: Germany advertising industry geography segmentation: % share, by value, 2019
Figure 4: Germany advertising industry value forecast: $ billion, 2019-24
Figure 5: Forces driving competition in the advertising industry in Germany, 2019
Figure 6: Drivers of buyer power in the advertising industry in Germany, 2019
Figure 7: Drivers of supplier power in the advertising industry in Germany, 2019
Figure 8: Factors influencing the likelihood of new entrants in the advertising industry in Germany, 2019
Figure 9: Factors influencing the threat of substitutes in the advertising industry in Germany, 2019
Figure 10: Drivers of degree of rivalry in the advertising industry in Germany, 2019