COVID-19 hits EMEA mobile budgets but marketers agree on effectiveness

Zoe McCready

An overview of EMEA mobile budgets in the face of the novel coronavirus (COVID-19) outbreak.

Although mobile marketing continues to attract investment, two-fifths (43%) of EMEA marketers expect to cut their mobile budgets as a result of the coronavirus (COVID-19) outbreak, according to new survey data from WARC and the Mobile Marketing Association (MMA). Mobile budgets fell into decline for the first time ever in April 2020 and are only now starting to recover.

Before COVID-19, mobile's picture was clear – a strong majority of marketers (66%) were planning to invest more. While this has now dropped to 39%, the effectiveness of mobile advertising is near-unanimous. Almost all (94%) of the marketers...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands