Mobile advertising gains ground in Germany

16 April 2010

DUSSELDORF: The number of mobile advertising campaigns almost doubled in Germany last year, as more brand owners sought to establish a presence on this medium.

According to BVDW, the digital industry body, this channel carried 885 campaigns in all over the course of 2009.

More specifically, 360 of these promotional efforts were implemented between January and June, a figure that rose to 525 for the period from July to December.

The overall total marked an uptick of more than 80% on an annual basis, while the number of companies which adopted this approach also climbed by 43% year-on-year, to just under 200 in all.

On average, 3.5 websites hosted ads per campaign in the opening six months of 2010, rising to four in the second half of the year.

This metric remained largely flat when measured against 2008, but marked a considerable improvement on the 1.8 sites which were employed in this capacity in 2007.

The media, automotive and telecoms categories were among the sectors which heightened their interest in mobile last year, with some consumer goods specialists also making their first forays into this area.

"More and more industries are recognising the effectiveness of the mobile advertising channel," said Thomas Mendrina, of Axel Springer Media Impact.

He added that many marketers were using mobile to try and engage younger audiences which are difficult to reach using traditional media.

BVDW also suggested that the increased uptake of the mobile web, encouraged by flat-rate fees for data services and the popularity of smartphones, would fuel further growth in 2010.

Data sourced from BVDW; additional content by Warc staff