Mobile gains ground in Germany

19 April 2011

BERLIN: Mobile advertising is gaining ground in Germany, as the number of brand owners and campaigns utilising this channel rises rapidly.

Industry body BVDW drew on data from organisations including Axel Springer Media Impact, Deutsche Telekom, Telefónica and Vodafone in collating its latest annual report covering the sector.

The amount of campaigns leveraging the mobile medium climbed 38%, to 1,221 in 2010, compared with 885 in 2009, and 489 across 2008 as a whole.

Similarly, 248 companies exploited this route last year, measured against 195 in 2009 and 136 in 2008.

The media category contributed 27.4% of campaigns in 2010, easily beating the 9% logged by the automotive industry, and 7.9% for financial services.

"The rising sales of powerful smartphones has encouraged a continuing boom in mobile internet use, and hence inspired the shift towards mobile advertising," said Oliver von Wersch, head of BVDW's mobile unit, the MAC.

"The development of the mobile advertising market this year will benefit from new content channels, faster transmission rates and the development of apps and devices."

Data sourced from BVDW; additional content by Warc staff