Brands go mobile in Germany

18 May 2012

BERLIN: A record number of German companies utilised mobile advertising to reach consumers in 2011, a trend likely to continue in 2012, a study has revealed.

BVDW, the digital industry body, reported that 1,973 advertising campaigns were run through this channel in 2011, compared with 1,221 in 2010.

These totals stood at 885 in 2009 and just 489 in 2008, indicating a rapid growth in uptake on the part of marketers in the country.

Such a finding was confirmed by the rising number of brand owners now leveraging this medium, as 359 corporations included mobile in their efforts last year.

This constituted a new high, and an improvement from 248 on an annual basis. Three years ago, figures on the same metric came in at 195, bettering 136 companies over the preceding 12 months.

More broadly, the analysis stated that mobile was the media category enjoying the most rapid expansion in Germany last year, a momentum which is set to be sustained going forward.

"Mobile will remain the fastest-growing media category," said Oliver von Wersch head of BVDW's mobile advertising unit.

"We expect this trend will continue this year, so that the positive growth in mobile advertising will be reflected by spending levels in the future."

Data for the study was drawn from members of BVDW, a group including Axel Springer, the media group, and Yahoo, the digital giant, as well as Deutsche Telekom, Telefónica and O2, the telcos.

Data sourced from BVDW; additional content by Warc staff