DUSSELDORF: Mobile advertising is gaining ground among brand owners in Germany, according to new figures.

BVDW, the digital industry body, reported that the number of campaigns run using this platform climbed by 50% year-on-year during the first half of 2010.

Moreover, the amount of advertisers adopting such an approach rose by 28 to 137 in this timeframe, indicating rising demand across the board.

Similarly, these efforts typically utilised five tools, like mobile microsites and apps, measured against 3.5 in H1 2009, four in H2 last year, and just 1.8 in 2007.

"Mobile advertising is used more and more by 'traditional' industries as an integral part of the marketing mix," said Thomas Mendrina of Axel Springer Media Impact, and head of BVDW's Mobile Advertising Circle.

"Advertising on mobile devices has mainly focused on companies in the media and telecommunications sector, and the automotive segment."

Data sourced from BVDW; additional content by Warc staff