Mobile Marketing Association officially launches in Germany

Anne Freier | September 23, 2016

Mobile Advertising

With Germany now the fifth largest advertising market in terms of ad spending globally, the Mobile Marketing Association (MMA) has launched MMA Germany. The country is now the second largest European ad market and reached $2.56bn in spending last year.
MMA Germany officially launched
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The move follows the dmexco trade show event which saw over 50,000 visitors, demonstrating Germany’s growing position in the mobile advertising industry.
Daniel Rieber, VP Marketing, adsquare and Vice-Chair of the MMA Germany, explains:

“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.”

The launch comes at a time when the country is well aligned for future growth and has trumped analyst expectations. Mobile ad platform, Smaato, adds that mobile ad spend in Germany was demonstrating “accelerated growth compared to its European neighbours.”
Mark Wächter, Mobile Strategy Consultant at and Chair of the MMA Germany, adds:
mark waechter

“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.”

Founding companies and board members of the MMA include the Coca-Cola Company, Facebook, Google, online media firm SAP XM, ad platform Smaato and adsquare and Telefónica, as well as Unilever.
Ultimately, the MMA Germany provides information and education for brands and marketers to utilise mobile campaigns to connect and engage audiences. The organisation schedules seminars and events and encourages wider discussion on mobile marketing opportunities in the country.

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