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Germany Shows a Strong Second in Mobile Ad Spend in Western Europe

Germany is second to the UK in mobile ad spending, but rising quickly

August 20, 2012 | Media Buying

In Germany, where Android is making waves as the new smartphone of choice, mobile ad spending is undergoing rapid growth, albeit from a still-small base.

eMarketer estimates mobile ad spending in the country, including spending on banners, rich media, video and search, will rise nearly 85% this year to $225 million. Strong double-digit increases are expected to continue throughout the forecast period. By 2016, eMarketer forecasts, mobile ad spending in Germany will have increased more than sixfold to nearly $1.4 billion.

Mobile Ad Spending in Germany, 2010-2016 (millions and % change)

Within Western Europe, the UK still dwarfs Germany’s share of mobile ad spending, but the largest economy on the continent will boast a 17.2% share of the total this year, rising to 20.9% by 2016, putting it solidly in second place.

Mobile Ad Spending Share in Western Europe, by Country, 2010-2016 (% of total)

eMarketer forms its estimates of mobile ad spending in Germany and the rest of Western Europe based on the analysis of data from benchmark source IAB UK/PwC, estimates from other research firms, and consumer mobile usage trends.

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Check out today’s other articles, “Email Marketers Optimize for Mobile” and “Men Favor Computers Over Television for Entertainment.”



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