#gemiusAdReal TOP 10 advertisers in Germany in May
Brand exposure

#gemiusAdReal TOP 10 advertisers in Germany in May

Which brands were the most popular on the German market in May 2023? See Gemius analysis based on data from the gemiusAdReal study.

Read #gemiusAdReal Germany case study: Top Advertisers in May

In May’s ranking of Advertisers by Reach in Germany, leader position was occupied by o2 with 51,3 mln Real Users (Reach = 86,3%) and in April it was Lidl with similiar share. On 2nd place is located the same as in fourth month auction house and marketplace eBay (RU = 50,7 mln, Reach = 85,3%) and on 3rd position – online shop OTTO (RU = 49,6 mln, Reach = 83,4%).

In terms of industries from which the most of brands presented in Top 10 ranking, again similiar to April results based on gemius AdReal data, a lot of Brands from Trade industry – four of them are Supermarkets and stores - (Lidl, Rewe, OBI, Ikea). Usual representation of telecom segment. Also job platform – Stepstone.de and fast food giant – Mcdonald’s. Regular top-brand with the highest number of Ad contacts (2,9 billion) and frequency (56.39) - eBay. Next to it, OTTO and Ikea with a quite significant gap between each other and of course eBay. The longest ad contact time was recorded for Lidl (18.63 sec). On the 2nd place telecommunication Brand - o2 (15.76 sec) and on the 3rd - OBI (14.88 sec).

But in Top 10 ranking of Advertisers with Video-ads only, it is visible changes in Brand list that also includes RTL+, CandA and Milka. Reach-champion for Video-ads is the same as for All Ad types – o2 with coverage of 78.94% audience.

Source: gemiusAdReal, May 2023, Top 10 brands, All media types, Ad type: Video

It is interesting comparison among basic metrics for Ikea Group versus OBI Group that showed almost the same Real Users/Reach coverage for these two Brands. However, Ikea had 10% more Ad contacts, FRQ and GRP, but 22% less of Ad contact time.

Source: gemiusAdReal, Ikea Group vs OBI Group, May 2023, TG:ALL, Media Type: ALL, Ad Type: VIDEO only

About gemiusAdReal

gemiusAdReal is a market intelligence tool revealing all brands’ activities, both in the digital and cross-media world. The study allows for in-depth insight of competitors media activity across all three platforms: TV, PC and mobile including not only top application: YouTube, Facebook, Instagram, and TikTok but also web browsers: Chrome, Firefox and others. The comprehensive knowledge about the advertising market provided by gemiusAdReal, helps all media-players such as brand owners, media agencies and publishers in better planning their marketing strategies and media-mix optimizing.

You can learn more about Adreal here.

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