Retail media ad spending in Germany sits between France and the UK in terms of dollar value. But it鈥檚 far ahead in terms of digital advertising market share. The channel鈥檚 spend will approach $3 billion in Germany in 2024, accounting for more than a fifth of total digital advertising.
Programmatic has effectively become the defining mechanism for delivering ads. This benchmark guide unpacks how programmatic advertising is shaping spend in key channels.
How can OOH ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?
How is programmatic advertising shaping the growth of the digital audio ad market, and how should advertisers spending in terrestrial radio think about balancing their spend between terrestrial and digital audio channels?
As noted in our "France, Germany, and the UK Retail Media Ad Spending Forecasts 2024" report, each country is gaining momentum in this field, but France is the laggard. France鈥檚 retail media ad spending will be around half of Germany鈥檚 this year and closer to a third of the UK鈥檚. The UK and Germany (the latter due to Amazon鈥檚 influence in the country) have simply moved faster than France.