Mobile adspend to rise in Germany

21 September 2011

BERLIN: Mobile advertising expenditure is set to rise rapidly in Germany, aided by the range of new formats and innovative devices available, a study has revealed.

PricewaterhouseCoopers, the business services firm, predicted that mobile adspend should hit €250m in Europe's biggest economy by 2015, almost three times the total from 2011.

During the same period, online ad revenues are due to reach €5.7bn, equivalent to a growth rate of 45% overall, the company's research suggested.

"Mobile web advertising is not a short-lived fad, but has established itself as an important pillar of the internet advertising industry," said Werner Ballhaus, PwC's director of technology, media and communications.

"Personalised mobile advertising - for example, location-based ads ... or consumer-driven product recommendations - are rated positively by users."

In evidence of this, a PwC survey of 1,000 web users found 46% thought marketing messages sent to mobile phones, and providing details about good deals available in the local area, would be "useful".

Scores on this measure rose to nearly 66% when considering participants over the age of 35, according to PwC's figures.

By contrast, just 34% of the entire sample adopted a negative view, and believed these forms of brand messages may essentially be "disruptive".

Elsewhere, 11% of interviewees expressed a "firm intention" to buy a tablet like Apple's iPad. More broadly, 19% of the panel would be keen to purchase such a device if they could afford it.

Only 40% of respondents had "no interest" in acquiring one of these gadgets, meaning they are likely to be a key channel for marketers going forward, Ballhaus asserted.

"New devices, and especially tablets with their large, high-resolution screens and fast processing speeds, deliver the ideal platform for cross-media advertising campaigns and represent a direct connection to the mobile consumer," he said.

Data sourced from PricewaterhouseCoopers; additional content by Warc staff