Digital Video and Influencer Marketing Set to Dominate German Advertising in 2026

According to the latest Industry Pulse Report 2026 by YouGov, commissioned by Integral Ad Science, German advertisers are forecasted to significantly amplify their investments in digital videos and social media throughout 2026. The survey of 220 digital media experts reveals that 87% prioritize digital video advertising over traditional display and audio ads. Social media platforms remain essential, with 82% of respondents emphasizing their strategic importance, while mobile channels continue to lead at 79% as the preferred medium for digital marketing.

Influencer marketing is expected to become increasingly vital, with 77% of media decision-makers predicting its expanded role within their social strategies. The evolving digital landscape also underscores the growing importance of measuring attention and viewability, with 85% of experts pointing to these metrics as key performance indicators for digital campaigns.

This trend highlights a shift toward more dynamic and engaging content formats, reflecting both consumer preferences and technological advancements. The focus on mobile and influencer-driven content aligns with broader European trends that prioritize personalized and platform-specific advertising efforts.

As the advertising ecosystem becomes more complex, these insights provide guidance for German companies aiming to stay competitive in the digital marketplace by leveraging video content, social engagement, and influencer partnerships effectively.