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Brand exposure

TOP 10 advertisers in Germany - June 2023

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

In June top-10 ranked by Reach in Germany, leader position changed in comparison to May and is occupied by Amazon with 51,9 mln Real Users (Reach = 87,3%). On 2nd place is located o2 which was on top previous month, but the difference with Amazon is not significant – 51,8 mln Real Users (Reach = 87,1%). 3rd position is the same as in fifth month – online shop OTTO (RU = 50,3 mln, Reach = 84,7%). And closing top-5 is marketplace eBay (RU = 49,6 mln, Reach = 83,5%).

In terms of industries from which the most of brands presented in Top 10 ranking, it became quite regular trend for last months that a lot of Brands from Trade industry. Usual representation of telecom segment. Also appeared, the most probably because it is summer time. New top-brand with the highest number of Ad contacts (3,3 billion) and frequency (62.66) – Amazon that pushed on second place eBay in June. Next to it Ikea with a quite significant gap between 2 first champions. The longest ad contact time was recorded for Amazon Prime (23.65 sec). On the 2nd place Lidl with 19.72 sec and on the 3rd – - 19.01 sec.


In Top 10 ranking of Advertisers with Video-ads only, it is visible changes in Brand list that also includes Garnier, Milka, Pixel and Dr.Oetker. Reach-champion for Video-ads is not the same as for All Ad types and it is Telekom with coverage of 79.59% audience.


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

It is interesting comparison among basic metrics for Amazon versus eBay that showed almost the same Real Users/Reach coverage for these two Brands – 5% difference. However, Amazon had +21% more Ad contacts, +15% FRQ and +21% GRP. And also -4% less of Ad contact time and 0% difference for eQ ad contacts.


Source: gemiusAdReal, Amazonvs eBay, June 2023, TG:ALL, Media Type: ALL, Ad Type: ALL

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.

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