Mobile Marketing Association Launches New Chapter In Germany, World’s 5th Biggest Mobile Ad Spend Market


STORY HIGHLIGHTS

  • The MMA Germany launches with experts and expertise from founding member companies including: adsquare, Coca-Cola, Facebook, Google, SAP XM, Smaato, Telefónica and Unilever.
  • Germany is a powerhouse market for mobile marketing growth, investment and interest, where mobile ad spending is forecast to exceed $2.56 billion, or EUR2.27 billion.
  • The MMA Germany will kick off its program of thought leadership and networking events with Mobile Marketing: Redefined! on October 27 in Berlin.

BERLIN, GERMANY – 22nd September 2016: Responding to the explosive growth of interest and investment in mobile marketing in Germany — ranked the fifth largest ad spending market in the world, the second largest market in Europe, and forecast by research firm eMarketer to reach $2.56 (EUR2.2 billion) in mobile ad spending this year — the Mobile Marketing Association (MMA) today announced the launch of the MMA Germany and the appointment of its local executive committee.

The decision comes on the heels of dmexco — the leading international trade show and conference for the digital economy that this year attracted a record number of 50,700 visitors to its doors in Cologne — underlining Germany’s leading position and potential as a powerhouse market for mobile marketing and advertising.

MMA logo 1
The timing is also critical in view of internal numbers that suggest Germany is poised for impressive growth that far outpaces current analyst forecasts. According to Smaato, a global real-time advertising platform for mobile publishers and app developers, and a founding member of the MMA Germany, mobile ad spending in Germany is showing “accelerated growth compared to its European neighbors.”

“Our mission is to accelerate the transformation and innovation of marketing through mobile. As consumer engagement on ‘Smartphones & Co.’ explodes–a phenomenon known as the “Mobile Shift”–and more brands invest heavily into this channel, the MMA is the right platform for sharing practical know-how and actionable insights to benefit the business ecosystem in Germany and beyond,” says Mark Wächter, Mobile Strategy Consultant at MWC.mobi and Chair of the MMA Germany.

He is joined on the board by founding companies including adsquare, a mobile data exchange; The Coca-Cola Company, the world’s number one maker of soft drinks; Facebook, the world’s largest social network; Google, the world’s leader in search and advertising; SAP XM, a next-generation integrated online media network; Smaato, a global real-time advertising platform; Telefónica, the leading mobile communication provider in Germany; and British-Dutch multinational consumer goods company Unilever, which is also one of the biggest ad spenders in Germany.

To facilitate greater understanding and education around how brands and marketers can successfully use mobile to connect, engage and sell to consumers, the MMA Germany has organized a program of thought leadership events and seminars slated to kick-off on October 27 in Berlin. The organization is also today releasing a companion presentation on Slideshare providing insights into mobile ad spend and consumer behavior in Germany as part of a wider effort to curate key data points and foster broader discussion around the massive mobile marketing opportunities Germany offers.

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