2013: A Breakthrough Year for Germany's Mobile Ad Market? - eMarketer

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2013: A Breakthrough Year for Germany's Mobile Ad Market?

Companies in Germany will spend €105 million ($135 million) on mobile and in-app ads this year

April 22, 2013

Advertisers in Germany are among the latest to climb aboard the mobile bandwagon. According to the “MAC Mobile-Report 2013/01” prepared by the Bundesverband Digitale Wirtschaft (BVDW), mobile ad spending amounted to €62 million ($79 million) in 2012, but is set to reach €105 million ($135 million) this year—a rise of 70%.

Mobile Ad Spending* in Germany, 2012 & 2013 (millions of € and % change)

BVDW predictions are based on monthly reports from Nielsen of gross mobile and in-app ad sales of some of the country’s largest firms, including Axel Springer Media Impact, G+J Electronic Media Sales, Interactive Media, IP Germany, iq digital media marketing, United Internet Media, YOC, SevenOne Media and madvertise Mobile Advertising.

The BVDW figure is lower than eMarketer’s own forecast for German mobile ad spending in 2013—$349.1 million—partly because of the methodology noted above. Moreover, BVDW does not include mobile search in its projections. eMarketer includes mobile search spending, as well as investment in banners, rich media and video advertising on all mobile phones and tablets. But BVDW’s calculation of annual growth this year is extremely close to eMarketer’s own estimate of 68.1%.

Mobile Internet Ad Spending in Germany, 2011-2017 (millions and % change)

Though many companies have not developed strategies to woo consumers onto mobile platforms, it’s becoming impossible for marketers to ignore the mobile arena. eMarketer estimates that nearly 67 million people in Germany will be mobile phone users in 2013, and 24 million of those will use a smartphone. In addition, the country will boast 13.4 million tablet users, according to eMarketer projections.

The Forrester publication "The State of Consumers and Technology: Benchmark 2012, Europe" also emphasized the growing mobile opportunity in Germany. It reported that 51% of internet users ages 18 and older in the country owned at least two web-enabled devices, such as a laptop, smartphone or tablet, in late 2012.

Penetration of mobile devices is expected to climb strongly, too, as consumer confidence improves. The German economy has bounced back from a small contraction at the end of 2012 and is regaining momentum. As of late April 2013, more than one source noted rising export levels and increased private consumption.

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