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As of February 2026, Procter & Gamble led the advertising market in Germany, with an ad spend over *** million euros. Rewe ranked second, investing around **** million euros, while Kaufland followed in third place with around ** million euros in advertising expenditure. 

Advertising channels in Germany

In 2025, the most popular advertising channels in Germany were primarily digital, including formats like pre-roll ads and in-stream video ads. When it came to spending on digital marketing, display advertising and search engine marketing were the dominant channels, with each surpassing *** billion euros in annual expenditure. This underscores the critical role of visual and search-based ads in Germany's digital advertising landscape, while social media, email, and audio marketing, though smaller in comparison, still play key roles in reaching target audiences.

Marketing personalization

Personalization has become one of the most essential marketing strategies for both B2B and B2C marketers globally, closely tied to the shift toward digital media. Although some see it as controversial as it often involves tracking a user's habits on the internet it does offer significant advantages for advertisers. The primary benefits promised by personalized marketing strategies include enhancing customer experience, improving customer retention, and, most significantly, driving increased revenue.