Mobile Marketing Made In Germany: Highlights & Insights You Need To Know

MMA Germany
Nov 2, 2017 · 7 min read

October 2017 Edition

Data is the life-blood of your marketing strategy and the source of your success. What you don’t know can hurt you, which is why we have gathered our pick of top news, hot topics and essential stats to help you map approaches sure to move the need on your campaigns in Germany — and globally. [Be sure to sign up below if you want these insights delivered regularly and directly to your inbox.]

Adjust unites industry-wide new Coalition Against Ad Fraud to combat mobile ad fraud

The rapid growth of the mobile app advertising market has led to a significant increase in mobile ad fraud and ad fraud sophistication, creating the requirement for a more transparent ecosystem where marketers pay only for the ads that are verified and drive real value. To this end Adjust has laid the groundwork for the Coalition Against Ad Fraud (CAAF), an organization on a mission united to tackle the problem of ad fraud head-on. The coalition brings together key members of mobile marketing ecosystem — including attribution vendors and ad networks — that collaborate on an agreed set of guidelines to elevate standards, improve transparency, and ultimately build the highest quality ecosystem for clients. Currently CAAF members include Aarki, AdAction, AdColony, AppLift, Dynalyst, Fyber, i-mobile, InMobi, IronSource, Jampp, Liftoff, Nend, Remerge, Vungle and YouAppi. To find out more about the CAAF and how you can join, read more here.

AppsFlyer solution marks “turning point in mobile fraud protection”

Mobile attribution and marketing analytics company AppsFlyer has introduced Protect360, a holistic, integrated solution that “immunizes advertisers against the cost and loss of mobile install fraud.” According to Ben Jeger, Managing Director DACH of AppsFlyer, “Protect360 is a turning point and the latest such innovation that actively ensures integrated ad networks can go one step further when it comes to protecting our clients, building on the intelligence services like our DeviceRank database offer to the ecosystem.” In beta testing with select clients, Protect360 revealed DeviceID Reset Fraud was more widespread than previously known, costing advertisers an estimated $1.1-$1.3 billion in the last year while accounting for more than 50 percent of all app install fraud. AppsFlyer also shares exclusively with us that it found Germany is #6 highest in the world when it comes to economic loss from Device ID reset Fraud. To get the full report on emerging mobile advertising fraud, go to https://www.appsflyer.com/resources/deviceid-reset-fraud-data-study.

Iglo #FischFreitag campaign with Facebook teaches consumers new habits

A multi-channel advertising strategy featuring Facebook Ads has paid dividends for frozen food brand Iglo. Together with Hamburg-based agency Elbdudler Iglo was able to reactivate a tradition (eating fish on Fridays) and activate consumers across Germany. The key to success, according to Iglo Marketing Director Philipp Kluck, was the decision to run an integrated campaign sharply focused on the consumer. From TV to video posts on Facebook, the creative campaign inspired and influenced consumers through a mix of fun humor, useful recipes and experiential marketing. The results were impressive: Iglo reported a sales uplift of a whopping 31% and a 10% increase in revenues. (German)

Heat map of Germany reveals the “most mobile” cities and states

As a rule, it’s imperative to know who your target audience is, and where to reach them. Granular data about “place” is a huge plus — and we’re fortunate that AdColony has just released a heat map, drawing from internal data and ad requests, to reveal which German cities and states are leading the pack. (We won’t give it all away — but Essen and the Ruhr region appear to be the ones to watch.) Check out the complete heat map (in German) here.

Forbes: Germany leads in mobile app and app revenue growth

Reams of recent research, and app market data shared exclusively with Forbes, underline Germany’s pivotal position and potential as a powerhouse market for mobile marketing, apps and advertising. App market intelligence company Priori Data reports Germany started the year with over 800,00 apps (840,280 to be exact) in January, a number that now exceeds 1.1 million with no signs of stopping. App revenues are also massive. The numbers add up to “cement Germany as the number one app market in Europe,” according to Patrick Kane, Priori Data CEO and Founder.

First-Ever Berlin Mobile Safari sets the bar

At least that is what YOU tell us. The first-ever, invite-only Mobile Safari was a tremendous success attracting an impressive roster of brands and agencies including Delivery Hero, Zalando, Scout24, SONY Pictures Releasing, OWM, Unilever, Commerzbank, Mister Spex, Kayak and TargoBank. Major media, represented by well- known advertising magazine Horizont, was also on hand to cover the trek as attendees toured key locations in Berlin where they had the unique opportunity to meet with executives and innovators from Adjust, adsquare, AppsFlyer, Coup, Facebook, Google, Microsoft Accelerator and UPDAY for Samsung. We’re planning another safari, so don’t miss your chance to apply to attend.

New Mobile Marketing book equips you to master the ‘mobile moment’

We congratulate Daniel Rieber, Vice Chair of the MMA Germany and VP Marketing at adsquare, on the publication of Mobile Marketing Grundlagen, Strategien und Instrumente. His in-depth book is an essential read for marketers in Germany and globally, which is why we will feature valuable excerpts and interviews (in English) on our Medium blog in the coming weeks. Meantime, we leave you with Daniel’s key quote to reflect: “A mobile-first world demands mobile-first marketing. Only if brands put the smartphone in the center of their marketing strategy can they become part of the new everyday life of the consumer.”

It’s all-systems-go as MMA Germany continues expansion course

On the heels of news that the MMA Germany added Snap Inc., AdColony, AppsFlyer and upday to the Executive Board we are proud to report the addition of exciting companies and agencies. We welcome Starcom, the world-renowned media communications agency that architects connected human experiences to create value through precision marketing, content and technology solutions; Verve, best known for its dynamic location mobile marketing platform to harness the power of location-context mobile data; and WallDecaux, outdoor advertising giant and part of the largest OOH advertising corporation in the world. We will profile all our members in “Meet the 16”, a special series on our Medium blog — but until then check out latest coverage (in German) on Horizont where WallDecaux Manager Andreas Prasse talks about hot topics including its partnership with adsquare, its investments in technology and its plans for programmatic.

…And finally

Thanks to all of you for joining the great fun and fantastic networking at our PREmexco party! Special thanks to adsquare, Remerge, Smaato and the MMA for the opportunity to connect with all of you and kick off dmexco 2017 together. The event was filmed, and you can check out the official recap video here and the photos here.


Still More Hot News & Views You Need To Know

✔ The mobile advertising market is anticipated to witness an exponential CAGR of 18.8% from 2017 to 2022 via Persistence Market Research.

✔ German consumer electronics retailer MediaMarktSaturn aims to act as a guide for shoppers wanting to explore the latest digital developments via WARC.

✔ German football team Bayern Munich is building AR into its mobile app via Digiday.

✔ comScore has introduced its Plan Metrix product to the German market.

✔ Major German banks announce new mobile payments program via Payment Week.

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.