Berlin: At the beginning of the year, the German chapter of the global Mobile Marketing Association once again reported significant growth. 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. The mutual goal of the companies is 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 10 years 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.”
Current figures from Nielsen show that mobile advertising spend in Germany grew by 58.6% in 2018. According to eMarketer forecasts, mobile was responsible for over half 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.”
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About the Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade mobile marketing association comprised of more than 800 member companies, spanning nearly fifty countries around the world. Our members represent the entire mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators, and others. The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.
The MMA’s global headquarters are located in New York with regional operations in Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information about the MMA, please visit the website of the MMA Global. The MMA Germany is based in Berlin and lead by Mark Wächter (Chair) and Daniel Rieber (Country Director). For more information about the MMA Germany and their members visit our website, our blog, or follow us on Twitter.