Mobile advertising in Germany - statistics & facts
The general rise of mobile device usage, increased commuting and travel among the German population, as well as growing public Wi-Fi coverage in urban areas have lead to increased mobile media consumption. Regardless of the medium, digital or not, the media industry has always been accompanied by advertising. One relies on the other, with media increasingly leaning on advertising to survive in extremely competitive markets. The mobile advertising market is another battlefield businesses aim to conquer, as it offers even more opportunities for reach and visibility. According to forecasts, revenue from mobile online advertising in Germany is predicted to grow exponentially in future years, amounting to over 5.67 billion euros in 2022.
By definition, mobile advertising includes advertising activities which reach their target audience through mobile devices. These devices are currently smartphones and tablets which are able to access the internet, because online is where the advertising content is visible to users. The German mobile advertising landscape is so far largely made up of banner ads. These are displayed in various sizes and formats. The difference between online and mobile ads is that the latter are adapted to smaller device screens. Online banner ads appear on websites, for example at the top or as a column on the side, with enough space still left for optimal content consumption. Mobile banner ads are placed in-between mobile website content and can be viewed while users scroll down the screen of their device.
82 percent of Germans went online on their mobile devices in 2020, a percentage that has been increasing in recent years. Experts predicted that the German digital advertising market in general would experience growth. The leading mobile websites in Germany, ranked by net reach, covered a wide variety of content and topics. The online marketplace ebay Kleinanzeigen, or the German ebay version, reached the most unique users, followed by the news website t-online. This is coveted information for advertisers.
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