State of the industry 2021: Mobile marketing in EMEA

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
  • The majority of marketing professionals are expecting growth in their mobile budgets this year (66%).
  • 87% of respondents are using social in their mobile marketing strategy and, on average, a third of the mobile budget goes toward social.
  • Mobile marketing needs to overcome privacy concerns to realise growth potential, especially with the approaching death of the third party cookie.
  • Video is catching up to non-video display as the leading form of mobile monetisation for media owners and tech enablers....

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