The State Of The German Mobile Advertising Industry

MMA Germany, 2016

Overall Digital Spend

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Germany is the 5th largest market measured by ad spend, and the 2nd largest in Europe.

Mobile Ad Spend

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eMarketer forecasts USD 2.56 billion mobile ad spend in Germany in 2016 (EUR 2.27 billion)

Mobile Ad Spend Share

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Mobile ad share of spend will be 13.3% of all media spend by end-2016

Smartphone Penetration

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71% of Germans will be smartphone users by the end of 2016, according to eMarketer

Smartphone Usage

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According to BVDW DACH Studie 2016, 69% of Online Users use a smartphone:

Consumer Behavior

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Findings from Celebrus Technology study show, that consumer behavior of Germans is a brand opportunity:

• 2/3 consumers say they like to receive individualised communications

• More than half would be happy to share personal information with brands

• Findings show a shift, and favor increased and personal mobile marketing

Mobile Time Spend

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GfK Crossmedia Link 2016 reports that 68% of private internet usage happens on mobile

Germans “Love” Their Apps

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research2guidance findings reveal:

● Germany's spending on mobile apps exceeded EUR1.3 billion in 2015, up 41% over 2014.

● In 2013, the German app market was valued at EUR 547 million, and in 2014 rose to EUR 910 million

Consumer App Preferences

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Communications apps lead, followed by retail and banking, TSYS study shows

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Findings from Visa Europe:

● Mobile payment will double in Germany by 2020, with transaction volume to total EUR 6 billion

● Five years from now, the average German consumer is expected to make payments totalling EUR 33 with their mobile phone each week, 65% more than they do today

● At least 21% of Germans aged between 25 and 34 are already using mobile payment via smartphone, tablet, credit or debit card to make contactless payments at the checkout.

Mobile Unlocks Commerce

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11 German merchants will post $5.8 billion in mobile sales this year, a 56.5% increase, according to Internet Retailer estimates

Mobile Retail & Sales Giants

MMA GermanyThe German Chapter of the MMA officially launched on September 22, 2016. Headed by chairman Mark Wächter (MWC.mobi) and vice-chair Daniel Rieber (adsquare), MMA Germany brings together founding members from leading companies including: adsquare, Coca-Cola, Facebook, Google, SAP XM, Smaato, Telefónica and Unilever. To be a member of the MMA companies must sign up for membership in MMA Global or MMA EMEA.

Find out more on mmagermany.org, read our blog at medium.com/mmagermany/ or follow us on twitter.com/mmagermanyorg

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MMA GlobalThe MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others.

The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

Find out more on www.mmaglobal.com

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Thanks For Your Interest