JOM forecast: German advertising market will continue to grow
The JOM Group’s forecast for the German advertising market in 2025 points to sustained growth of about 3.2 percent. The big winners: video advertising, retail media—and outdoor advertising.
It was a good year for the German advertising market and 2025 is also expected to be a good year - according to the JOM forecast. Despite the weak overall economic situation, net advertising expenditure in Germany is set to rise by around 3% this year. Even though the economic outlook for the coming year will not be much better, the JOM Group, an agency for hybrid marketing communication, is forecasting continued positive development in the advertising market. According to the JOM experts, growth is expected to be around 3.2 percent. This means that the market will reach a total volume of just over 30 billion euros.
Video advertising and retail media push the market
Two major trends are expected to contribute significantly to this growth. Firstly, the opportunities in the field of digital video advertising are continuing to develop rapidly. The reach of platforms such as YouTube, Amazon, Netflix or media libraries such as RTL+ or Joyn is increasing significantly. In addition, supposedly young platforms such as Tiktok are becoming increasingly popular as advertising environments.
On the other hand, retailers are continuously expanding their range of advertising space in the retail media sector. This offering is also one of the growth drivers in the market because it offers a high level of proximity to sales and combines the advertising display with the data of the respective retailer.
Outdoor advertising will also be a winner in 2025
Out-of-home advertising has been pursuing the path of digitalization and data-based targeting of advertising with great success for years. Not only is the media category growing at a double-digit percentage rate this year, but JOM expects this trend to continue in 2025.
According to the media experts, advertising expenditure for TV is likely to remain largely constant in 2025. Print media revenues will continue to decline slightly in 2025.
Uncertainty factors remain
Despite all the positive signals, the foundations of the upturn are not particularly stable. A possible change of government in Germany and an already certain one in the USA are just two new factors that could influence the advertising economy in Germany, alongside the conflicts in Ukraine and the Middle East. If German companies' prospects for 2026 do not improve significantly by the middle of next year at the latest, marketing budgets are likely to come under greater pressure again.
