No country will escape the coronavirus pandemic unscathed, and all around the world, local public health crises have led to substantial economic downturns. Germany has handled the unprecedented challenge better than most, and its industrial base has proven to be more resilient than many of its counterparts across the globe. But the country has not avoided substantial economic disruption, despite the competence of its public health governance.
The dominant vertical for digital ad spending in Germany has always been the retail industry, but auto has traditionally been the other big digital ad buyer. This makes sense given the auto-centric makeup of Germany’s industrial manufacturing economy. Beyond auto, the travel industry too has been a substantial digital advertiser in years past. Thus, auto’s dramatic 25.7% decline in digital ad spending, coupled with the unprecedented 38.7% drop in travel digital ad spend, explains the general stagnancy that Germany’s digital ad market will