Media & Advertising

In Europe, Germany, together with the UK, has one of the highest shares of turnover in the advertising sector. In 2021, the industry reached a market volume of EUR 46 billion and thus accounted for 1.3% of GDP. Around 900,000 people work in the media and advertising industry in Germany, which includes companies involved in the creation, production and distribution of media content for information and entertainment purposes.

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  • Type

    Executive Summary

  • Contributors

    Marian Gerster

Current Developments

Digital models in pole position.

More than almost any other industry, the media and advertising industry is characterised by change through digitalisation. Companies are increasingly relying on digital advertising, especially online advertising. In the process, the boundaries between technology providers and content producers are fading more and more.

Growth Rates


Core Web Vitals

The Core Web Vitals are new Google metrics to evaluate the user experience or user-friendliness of mobile, but also desktop views of a website.


Our Sector Transactions
Highlight Transaction
Number of M&A transactions - DACH region, 2021 (as of August)
Significant Transactions
  • Mediengruppe RTL Deutschland GmbH x Gruner + Jahr GmbH

Future Trends

Future trends in the media and advertising industry are all about continued digitalisation. Digital media is playing an increasingly important role - already in 2020, Meta (formerly Facebook) and Google together took a third of the global advertising market. We are also in a post-cookie era. Targeted marketing as we know it today will no longer be possible. Therefore, the importance of first-party data and ID alliances will increase enormously.

People & Voices

Zumera has in-depth technical and industry knowledge and can draw on a broad network of industry experts with many years of transaction experience.

"The increasing desire for full-service providers means that many advertising agencies are expanding their service portfolios – both organically and through acquisitions of agencies with complementary product ranges."

COO & FounderMarian Gerster

Our View

The megatrend of digitalisation is having a noticeable impact on the media and advertising industry. Even before the Covid 19 pandemic, the influence of digital media was increasing significantly. The Corona crisis further strengthened this trend. At the same time, digital media show considerable growth potential, especially in the area of mobile devices. Digital skills therefore play a central role in the future development of companies within the industry.

Our View

Sector Update

Zumera professionals regularly release content on current affairs and market trends to stimulate thought and discussion. We share exciting analyses, real-time market insights, and company news with the world.

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