Mobile marketing spend: A tide rises in Germany to lift all boats — and the MMA Germany grows its membership with major companies and brands.

MMA Germany continues growth course — while mobile marketing creates waves of opportunities

Latest numbers from audience measurement and research firm Nielsen reveal the German mobile advertising market grew by a massive 58.6% in 2018, compared with the same period of the previous year. This growth in the marketplace is mirrored by significant growth within the MMA Germany. Alongside existing members — such as McDonald’s, Unilever, Coca Cola, and others — new companies including MasterCard, ING, Twitter, Wetter.com, Ogury, TAB, YOC, and Groundtruth are now among the list of active members in Germany, dedicated as all members are to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

Additionally, the MMA officially appointed Daniel Rieber as the new Country Director for Germany. Together with Mark Wächter, Rieber established the German chapter of the MMA in 2016 and has played a major role in its development as co-chair. Previously, Rieber was Vice President of Global Marketing at mobile data platform adsquare and part of the company’s international success story. He is also a published author, consultant, and speaker who promotes the integration of mobile technology into marketing strategies.

Mark Wächter, active in the MMA for over a decade and part of the EMEA board, will remain in the role of chair. “I’m excited that we won Daniel for the Country Director role. He is an experienced and motivated manager and the perfect fit for this position,” says Wächter about the new role. “The growth of the MMA shows that mobile plays a key role for advertisers in 2018 and dictates brands the agenda for 2019.”

Full-speed ahead — but not without challenges

According to eMarketer forecasts, mobile accounted for more than 50% of digital ad spending in 2018. These impressive numbers show that the medium will take a key role for advertisers in 2019 and beyond.

Nicolas von Sobbe, VP Technology Germany at McDonald’s and board member of MMA Germany, says this growth comes along with challenges.

“For many companies, 2019 will certainly be an exciting year. Mobile has to prove that there are not only technically more opportunities and a faster pace–take personalization as an example–but as important is that we be able to show that mobile is a real growth driver and will not just shift business.”

For Arne Kirchem, Media Director DACH for Unilever and board member of MMA Germany, the direction is clear.

“The trend towards predominantly mobile usage of the Internet will continue in 2019, and the still disproportionate investments of advertisers will increase significantly. Especially in in-app advertising, where identifiers instead of cookies are used for targeting. To enable this growth, it is a compelling requirement that ad-verification can be fully guaranteed on mobile.”

At the helm

Clearly, 2019 marks a new phase of growth and activity for the MMA Germany. But it’s not just about growing membership numbers. The organization is also deepening its partnerships with OWM, Mobile Ad Summit, OMR and dmexco, in a focused effort to host events and foster discussions that benefit our members and the industry.

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