Ahead of the weekend, the Mobile Marketing Association announced plan to launch a new chapter in Germany.
Responding to what the MMA calls explosive growth of interest and investment in mobile marketing in Germany — ranked the fifth largest ad spending market in the world — the organization is launching 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 MMA says.
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 MWC.mobi and Chair of the MMA Germany.
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