Mobile adspend rises in Germany

BERLIN: Mobile display advertising expenditure is due to rise by 70% in Germany this year, as the medium attracts brands from areas including the automotive and financial sectors.

According to BVDW, the trade body, and Nielsen, the insights group, display advertising sales for mobile websites and apps stood at €36m last year.

Revenue levels had already hit €9.3m during the first three months of this year, a 70% increase compared with the opening quarter of 2011, the analysis added.

"Mobile advertising is an investment in the future, and can benefit all companies ... and develop into an ever more relevant advertising channel," Oliver von Wersch, head of BVDW's mobile ad unit, said.

When assessing the prospects for 2012 as a whole, it was forecast that spending through this channel should match the first quarter and improve by 70% on an annual basis, thus surpassing €60m overall.

By category, telecoms brands posted the highest expenditure last year on €9.6m, with automakers on €6bn. The services industry was worth €4bn here, ahead of computers and office supplies on €3.7bn, and financial services on €2.7bn.

In the first quarter of this year, however, car manufacturers claimed the lead position on €2.2bn, with services providers on €1.5bn, telcos on €1.4bn and financial services on €831m.

The figures from BVDW and Nielsen constituted the first such data to be made available for Germany, with the aim of increasing transparency and encouraging greater uptake among brands.

Previous research from BVDW showed that 359 firms ran 1,973 ad campaigns on mobile phones last year, totals standing at 248 and 1,221 respectively in 2010.

Data sourced from BVDW; additional content by Warc staff, 4 June 2012

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