Germany’s marketing industry, being the second-largest in Europe after the UK, has turned itself fully towards a digital-first approach; a strategy that has paid off in a big way during the stressful years of the pandemic. The German Advertising Federation (ZAW) reported a total advertising revenue of €25.9 billion in 2021, an 8.8% increase from the previous year. Digital platforms, particularly online search and display ads, are seeing the most growth, generating a combined €15.3 billion. This growth places Germany’s ad market close to the combined size of France, Italy, and Switzerland. German advertising spending surpassed €25 billion, driven by a blend of traditional and digital platforms. However, while digital advertising accounts for 59% of Germany’s total ad spend, it lags behind the global average, where digital constitutes roughly 70%. The German marketing industry is therefore ripe for further digitalization. Experts expect the budget to move away even more from traditional media like print and TV to addressable television, digital out-of-home, and digital audio channels. Smart devices are playing a pivotal role in driving this digital transformation. As of late 2021, 64% of German households owned a smart TV, and 33% had a smart speaker. Germans now spend an average of 10.5 hours daily across media formats, with three to six hours online—most of it streaming music or video. This increased connectivity is setting the stage for brands to connect with audiences in new ways. Germany is also a favourite destination for major industry players investing heavily in marketing. In 2021, Procter & Gamble led with €1.8 billion in ad spend, followed by Ferrero Germany, Amazon, Lidl, and Telekom Germany. Iconic German brands like SAP, Mercedes-Benz, BMW, and Adidas also maintain significant marketing budgets to reinforce brand loyalty and visibility worldwide.