Upcoming Trade Shows in Germany for Marketing

The two big forces directing Germany’s marketing industry are the focus on highly personalised marketing and the new avenues opened up by advancements in advertising technology (adtech). The sector’s three leading advertising verticals—grocery and supermarkets, publishers and media, and stationary retail—spent a combined €5.8 billion on advertising in 2021, with grocery stores alone investing €2.6 billion. These large expenditures reflect the increasing competition in consumer-focused sectors as brands work to capture and retain customer attention in what’s become a fragmented media landscape. Over the past 60 years, Germany has grown a remarkable marketing industry as there are about 28,000 traditional advertising agencies scattered across the country. Hamburg is the epicentre of advertising talent, hosting 16 of Germany’s 50 largest owner-managed agencies. However, it’s not just classical advertising that’s thriving in Germany. Berlin, by virtue of the concentration of startups, is leading in the field of adtech. Companies like Adjust, which focuses on campaign analytics, and Applift, a leader in user acquisition and retention, are at the forefront of Germany’s marketing revolution. Other Berlin-based companies, such as Awin (affiliate marketing), Remerge (retargeting), and CrossEngage (cross-device marketing), are helping advertisers enhance their reach with cutting-edge digital tools. This growing cluster of adtech firms also means Germany is developing a well-qualified workforce in this burgeoning field. The rise of adtech in Germany has aligned with a larger trend toward individualised marketing, as brands increasingly seek to connect with consumers on a one-on-one level. This shift is driving demand for digital solutions that allow businesses to reach individuals with tailored content at scale. While some companies partner with digital-savvy external agencies, others have developed in-house teams to better navigate today’s complex marketing landscape. The result is an emphasis on customer relationship management (CRM) tools, data analytics, and automation software.