Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 1.8% over the past five years, to reach an estimated €17,1Mrd. in 2024.
Trends and Insights
- Die Branche konnte in den letzten fünf Jahren viele private und öffentliche Eigentümer von Werbeflächen als Kunden gewinnen, die bis dahin ihre Werbeflächen eigenständig vermarktet hatten. Die Branchenakteure überzeugten dabei besonders mit crossmedialen Marketingangeboten.
- Additional trends and insights available with purchase
Biggest companies in the Vermarktung von Werbezeiten und Werbeflächen
| Company
2024 | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Ströer SE & Co. KGaA | ||||
Seven.One Media GmbH | ||||
Bertelsmann SE & Co. KGaA |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Industry revenue is measured across several distinct product and services lines, including Vermarktung und Vermittlung von Werbeflächen, Vermarktung und Vermittlung von Werbezeiten and Vermarktung und Vermittlung von Hybridangeboten. Vermarktung und Vermittlung von Werbeflächen is the largest segment of the Vermarktung von Werbezeiten und Werbeflächen.
Trends and Insights
<LI>Die klassische Vermarktung und Vermittlung von Werbeflächen umfasst die Vermittlung von Werbeflächen aller Art, beispielsweise im Außenbereich auf Plakatwänden und Fahrzeugen, aber auch in Zeitungen, Zeitschriften und online.
- Teil der Branchenaktivitäten ist auch die Verwaltung von Werbeflächen, etwa durch das Aufhängen von Plakaten im öffentlichen Raum.</LI><LI>Die von den Akteuren der Branche angebotenen Werbeflächen werden in der Regel nach Fläche abgerechnet.</LI><LI>Die Flächen dürften in den nächsten fünf Jahren etwas an Bedeutung verlieren. Während Flächen im öffentlichen Raum an Relevanz gewinnen, verlieren insbesondere Flächen in Zeitungen und Zeitschriften an Umsatzpotenzial.</LI>
- More insights available in the full report
Table of Contents
About this industry
Industry definition
Im Jahr 2019 konnten die Branchenakteure ihren Umsatz steigern. Das Wachstum der Branche ist vor allem auf die zunehmende Digitalisierung und die daraus folgende Erschließung von Online-Märkten zurückzuführen. Die Branchenakteure überzeugen mit crossmedialen Marketingangeboten und kooperieren intensiv mit Werbeagenturen, um Kunden ein umfassendes Angebot zu bieten, das großen Anklang findet. Zudem konnten viele private und öffentliche Eigentümer von Werbeflächen als Kunden gewonnen werden, die bis dahin ihre Werbeflächen eigenständig vermarktet hatten. Im Durchschnitt der vergangenen fünf Jahre ist der Branchenumsatz um 1,8 % pro Jahr auf 17,1 Milliarden Euro gestiegen. Im aktuellen Jahr ist mit einer leichten Umsatzsteigerung um 0,6 % zu rechnen.
What's included in this industry?
Vermarktung und Vermittlung von WerbeflächenVermarktung und Vermittlung von WerbezeitenVermarktung und Vermittlung von HybridangebotenVermarktung und Vermittlung von WerbeflächenVermarktung und Vermittlung von WerbezeitenVermarktung und Vermittlung von HybridangebotenCompanies
Ströer SE & Co. KGaASeven.One Media GmbHBertelsmann SE & Co. KGaAPurchase this report to view all 5 major companies in this industry.
Related Terms
BANNERWERBUNGLAYER ADSPROGRAMMATISCHE WERBUNGADDRESSABLE TVSMART-TVIndustry Code
WZ M73.12DE - Vermarktung von Werbezeiten und Werbeflächen
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Geschäftsklima. Das Geschäftsklima bildet die Zukunftserwartungen der Unternehmen in Deutschland ab. Wenn Unternehmen erwarten, dass Haushalte durch Werbung zum Konsum verleit...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
<B>Die Vermarktung und Vermittlung von Werbeflächen dürfte in den nächsten Jahren an Bedeutung verlieren</B>. <LI>Die klassische Vermarktung und Vermittlung von Werbeflächen u...
In this chapter
- Products & Services
- Major Markets
- International Trade
Key metrics
- Largest market segment and value in 2024
- Product innovation level
- Total imports, level and trend
- Total exports, level and trend
- Trade Balance
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
- International trade, including imports by country and exports by country
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
- Recent trends in import and export volumes, country of origin or destination, and expected future trends
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
<B>Die Region Mitte ist durch die Nähe zur Medienstadt Köln und viele Industriekonzerne äußerst attraktiv</B>. <LI>In der Region Mitte sind die meisten Branchenakteure in Nord...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Erkennen und Bewerten von demografischen und sozialen Trends. In der Werbebranche muss die Vermarktung von Werbung stets an die sich schnell verändernden demografischen und so...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
In den letzten Jahren konnte Ströer sein Geschäftsfeld im Bereich der Außenwerbung deutlich ausbauen Die Geschäftsfelder des Unternehmens gliedern sich in den Bereich Außenwe...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Ströer SE & Co. KGaA's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Seven.One Media GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Bertelsmann SE & Co. KGaA's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for Ströer SE & Co. KGaA, and factors influencing its performance in the industry
- Description and key data for Seven.One Media GmbH, and factors influencing its performance in the industry
- Description and key data for Bertelsmann SE & Co. KGaA, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
<B>Werbeaufsicht der Kommission für Zulassung und Aufsicht</B>. <LI>Fernsehveranstalter und Hörfunkveranstalter unterliegen der Werbeaufsicht der Kommission für Zulassung und ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
Detailed analysis
- Demographic and macroeconomic factors influencing the industry
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the estimated market size of the Vermarktung von Werbezeiten und Werbeflächen industry in Germany in 2024?
The market size of the Vermarktung von Werbezeiten und Werbeflächen industry in Germany is €17,1Mrd. in 2024.
How many businesses are there in the Vermarktung von Werbezeiten und Werbeflächen industry in 2024?
There are 1.782 businesses in the Vermarktung von Werbezeiten und Werbeflächen industry in Germany, which has declined at a CAGR of -4.0% between 2019 and 2024.
Has the Vermarktung von Werbezeiten und Werbeflächen industry in Germany grown or declined over the past 5 years?
The market size of the Vermarktung von Werbezeiten und Werbeflächen industry in Germany has been at a CAGR of 1.8% between 2019 and 2024.
What is the forecast growth of the Vermarktung von Werbezeiten und Werbeflächen industry in Germany over the next 5 years?
The Vermarktung von Werbezeiten und Werbeflächen in Germany market is forecast to over the five years from 2024 to 2029
What are the biggest companies in the Vermarktung von Werbezeiten und Werbeflächen market in Germany?
The biggest companies operating in the Vermarktung von Werbezeiten und Werbeflächen market in Germany are Ströer SE & Co. KGaA, Seven.One Media GmbH and Bertelsmann SE & Co. KGaA
What does the Vermarktung von Werbezeiten und Werbeflächen in Germany include?
Vermarktung und Vermittlung von Werbeflächen and Vermarktung und Vermittlung von Werbezeiten are part of the Vermarktung von Werbezeiten und Werbeflächen industry.
Which companies have the highest market share in the Vermarktung von Werbezeiten und Werbeflächen in Germany?
The company holding the most market share in Germany is Ströer SE & Co. KGaA.
How many people are/were employed in the Vermarktung von Werbezeiten und Werbeflächen in Germany in 2024?
There are 32.499 employed in the Vermarktung von Werbezeiten und Werbeflächen industry in Germany 2024.
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Methodology
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IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
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