MMA Launches New Chapter In Germany, 5th Biggest Mobile Ad Spend Market

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.

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.

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 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.

Daniel Rieber, VP Marketing at adsquare and Vice-Chair of the MMA Germany: “For a fast growing German company like adsquare the MMA is a great opportunity to educate the market, meet potential clients and partners and broaden the global network. Mobile Marketing has evolved into a mainstream channel and the MMA’s mission is to redefine the market’s perception of its benefits and use.”

René Bellack, Chief Expert Business Development at SAP XM and executive committee member of the MMA Germany: “Our ultra-connected society, where smartphones are connecting the different worlds of e-commerce and the bricks-and-mortar business at the Point-of-Sale, requires a new thinking in marketing and media planning. The ecosystem is increasing in complexity and the role of Germany is increasing in importance. The MMA Germany is needed to establish a joint industry approach, leverage the opportunities of mobile and drive transformation in digital marketing — together.”

Ragnar Kruse, Co-Founder and CEO of Smaato and executive committee member of the MMA Germany: “Our membership of MMA Germany helps Smaato to play a leadership role in the mobile ecosystem and collaborate with highly influential digital marketing thought leaders around the world.”

Simon Dean, Head of Media Services at Telefónica Deutschland and executive committee member of the MMA Germany: “The vision of Telefonica Media Services is to develop mobile advertising in Germany to a yet unreached level of relevance and efficiency for all market partners and consumers. We see our founding membership at MMA Germany as an integral part of bringing this vision closer to reality. Germany needs the MMA to fast-track the development of the mobile advertising landscape because one of the many strengths of the MMA is to especially integrate brands into this process.”

Source: MMA

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