MMA Germany Roundup: Programmatic ad spend, ad fraud, Facebook data, Smaato insights, the role of mobile data in audience planning & more

MMA Germany
Mar 6, 2018 · 10 min read

Programmatic ad spend in Germany continues to climb and mobile takes the lead

Countdown to OMR18 and announcing our invite-only side event Mobile Marketing Rockstars

The MMA Germany is also excited to announce our own official OMR side event (March 21), aptly titled Mobile Marketing Rockstars, to provide a select roster of brands and marketers the opportunity to shine a light on the ideas and innovations shaping the industry. The mobile-first happening will kick off with an invite-only brand dinner, giving our exclusive roster of guests the opportunity to meet and network with mobile marketing professionals in a remarkable venue where they can also enjoy an eagle-eye view of the beautiful city of Hamburg. But the real highlight is a lineup of engaging panel discussions about media planning in a mobile-first world, giving attendees the chance to debate and discuss timely topics ranging from attribution models and innovative creatives, to the impact of GDPR and the demand for new approaches involving mobile data.

What YOU need to know about the causes of mobile ad fraud and how to combat it

Henkel harnesses connected devices to drive personalization and innovation

Smaato report shows mobile video ad spending growth outpaces all other mobile ad formats

You’re marketing in a mobile-first world, so it’s high time to forget the ‘cookie.’

Viewing time is not attention: Facebook data shows it’s high time to rethink how we measure the value of ads

Stand up and be counted in the MMA/WARC Survey: State of the Industry: Mobile Marketing in EMEA 2018

The deadline for completion is Thursday, 8 March. As a special thank-you for your time and insights your name will be entered into a draw to win a complimentary pass to an MMA Forum of your choice within the EMEA region — Dubai (April 16th), London (May 14th), Madrid (June 12th), or Istanbul (Oct 24th). You will also receive an executive summary copy of the final report complete with comparisons to 2017 data. (If you would like a copy of the 2017 State of the Industry: Mobile Marketing in EMEA, please click here. Reports that break down 2017 data for the U.K., Germany, Turkey, MENA and South Africa can also be found here.) Please Invest a few minutes of your time and reward yourself — and your colleagues — with valuable insights that help us all understand and shape the future of mobile marketing in Europe and globally.

MMA Germany boosts board members and reveals 2018 Top Trends and Opportunities

…And finally

Kudos to Adidas for a new twist on achieving brand awareness that may also promote the use of public transport in the city of Berlin. WeRSM reports the limited-edition EQT Support 93/Berlin, a new model Adidas designed and created in collaboration with BVG, Berlin’s public transport company, is a sneaker that doubles as your annual pass on public transport. There is nothing particularly complicated or high tech about the sneakers. (The pass is embedded within the tongue of the shoe.) But the sneakers have a high “cool factor” — just what a brand should strive for when the goal is to engage with young consumers. We give it an “A” for awesome :-)

Hot News & Views You Need to Know

  • How do marketers need to adapt to changes in customer experience, managing data, AI (with voice strategy a key focus), views on brand purpose and the continued pressure for digital transparency? The WARC Toolkit 2018 report has gleaned insights from over 600 marketers to shine a light on the opportunities, obstacles, and issues facing marketers everywhere on the planet. Sign up here to download your free executive summary.
  • Nearly half of Germany’s population (48.7 percent) will watch a video via YouTube’s website or app at least once a month in 2018. Moreover, 39.9 million people in Germany will use YouTube “regularly,” making it the most popular digital video platform in the country. (Telecompaper — registration required)
  • Bitkom, Germany’s local professional digital association, reports the German mobile app market hit a record value of €1.5 billion ($1.86 billion) in 2017. This represents an increase of 4% over the previous year, and 79% of the value came from digital content and service purchases within apps. (press release)
  • Berlin is buzzing with activity in mobile and mobile payments. This comprehensive post (via MEDICI) lists the top companies and pioneers paving the way in an easy A-Z list. Bookmark this one!

Events Radar


This collection of news and insights appeared in the monthly newsletter curated by Peggy Anne Salz — mobile analyst and content strategist at MobileGroove, and Chief Content Officer of the MMA Germany. Sign up for our newsletter to keep up-to-date on marketing news and developments in and around Germany.

If YOU have company news, cool case studies or mobile industry insights you would like us to consider for inclusion in our next edition, then please email Peggy directly at

MMA Germany

The Mobile Marketing Association’s German Local Council strives to accelerate the transformation and innovation of mobile marketing and advertising, and the technologies that enable their advancement in Germany and globally.

MMA Germany

Written by

Mobile Marketing Association's German Local Council strives to stimulate the growth of mobile marketing and its associated technologies in the country.

MMA Germany

The Mobile Marketing Association’s German Local Council strives to accelerate the transformation and innovation of mobile marketing and advertising, and the technologies that enable their advancement in Germany and globally.