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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

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.

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.

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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