Mobile adspend surges in Germany

5 April 2013
DUSSELDORF: Mobile adspend is forecast to grow by 70% in Germany this year, thanks to consumers' increasing use of tablets and smartphones, a new report has revealed.

The MAC Mobile Report from BVDW, the trade group and Nielsen, the insights provider, forecast that adspend through mobile channels would reach €105m this year, a sharp rise on the €62m recorded in 2012.

Oliver von Wersch, head of mobile advertising at BVDW, noted that consumers were adopting smartphones and tablets as part of a modern lifestyle.

"Advertisers are increasingly recognising this trend and focusing their advertising campaigns on mobile," he said.

Three sectors – automotive, telecoms and services – accounted for almost half of all mobile advertising expenditure.

The automotive sector was the heaviest investor in the mobile channel, spending €11.7m over the year, which amounted to 18.9% of the total.

It was followed by telecommunications, which spent €10.8m, or 17.5% of all expenditure, and then services, which invested €7.6m, or 12.3% of the total.

Sectors spending smaller amounts included media, on €5.4m, and the financial sector, on €4.6m.

The report also observed that other sectors are starting to use this medium, with the diet and drinks segments in particular developing their presence here.

In addition, the development of the market may be affected by increased competition between the country's four mobile operators.

All four are adjusting tariffs to focus more on mobile internet access as consumers continue to switch away from basic mobiles to smartphones, and KPN has set out to attract higher value customers in a bid to increase its market share.

Data sourced from BVDW, Reuters; additional content by Warc staff
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