Observed Signal · Jul 2, 2026 · Research Report · Source: Horizont · Impact: 3/5 · Sentiment: Positive
Study: Dialog Marketing Drives German Ad Market Record
A Deutsche Post study (Dialogmarketing-Monitor 2026) reports that the German advertising market grew in 2025, with net advertising spend rising 2.7% from €44.1bn to €45.3bn. The increase was driven by dialog media — principally online marketing, addressed mailings and telemarketing — which grew by €1.4bn to €26.6bn and now represent about 59% of total ad budgets. Online marketing alone increased to €19.9bn and is the main growth engine across sectors. Classic media (TV and print/display advertising) declined to €18.6bn. The report also finds growing use of AI in marketing (notably AI for text generation), but consumers express mistrust: 82% expect clear AI labeling in ad texts/images and 65% view AI-generated content as less trustworthy. The study surveyed 1,500 marketing decision-makers and 1,500 consumers and is published by Deutsche Post with market research by Statista+.
National advertising-market report showing continued growth and a structural shift toward dialog and online marketing; relevant for advertisers, agencies, and media planners but not an industry-shifting policy or platform change.
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Key Takeaways & Evidence Grounding
- German advertising market net spend increased 2.7% in 2025 from €44.1 billion to €45.3 billion.
- Dialog media spend rose by €1.4 billion to €26.6 billion in 2025, accounting for 59% of total ad budgets.
- Online marketing (a subcategory of dialog media) increased by €1.4 billion to €19.9 billion and is the primary growth driver.
- Classic media investments fell to €18.6 billion in 2025 (a decline of €0.3 billion); TV and display/print advertising continued to lose share.
- Study findings on AI: 68% of companies apply or plan to use AI in postal advertising; 81% use AI for text creation; 82% of consumers expect clear labeling of AI in ads and 65% trust AI-generated content less.
Connected Companies & Entities
2 Entities mapped“For the Dialogmarketing-Monitor 2026, the market research institute Statista+ surveyed 1,500 marketing decision-makers about their 2025 adve...”
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Related Market Signals & Shifts
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