OBI

Top Advertisers on Google and YouTube in Germany

MEEDIA published an exclusive analysis (Aug 6, 2026) based on data from Zircon Tree using the Google Ads Transparency Center API that quantifies advertiser activity on Google services in Germany for 2025. Zircon Tree found 534,411 distinct advertisers ran 14 million active ads in Germany in 2025, generating about 2,047 trillion impressions. Channel-level breakdowns include 886 billion impressions in Google Search, 606 billion in the Google Display Network/others and 450 billion on YouTube. The largest advertisers by impressions were Amazon (65.16 billion) and Temu/Elementary (56.09 billion); Temu showed dramatic year‑over‑year growth across channels. Zircon Tree applied the upper bound of Google’s published impression ranges when aggregating totals and notes this likely slightly overstates absolute counts but is consistent across advertisers.

Hagebau reorganizes category management, hires Frank Opelt

Hagebau is reorganizing its Category Management department within its retail division and is strengthening the leadership team. Frank Opelt will join as head of Category Management for Hagebau Retail effective 1 August 2026. The manager brings prior experience including time at Obi. The company has also reallocated tasks within the department and presented a leadership team that includes Bastian Dieth and Thorsten Gehrke. The article was published by Lebensmittelzeitung on 2026-07-23.

Germans' Perceptions of Major DIY Chains

A Batten & Company study conducted with Trend Research examined how German consumers perceive the five largest DIY/home-improvement chains (Bauhaus, Hagebau, Hornbach, Obi, Toom). HORIZONT published an article summarizing the research findings on July 21, 2026. The piece introduces the survey's focus on brand awareness, perceived brand attributes, and popularity among Germans, noting that these five chains are widely known nationally.