Mobile advertising continues to grow but Europe does not appreciate its value

Mobile advertising continues to grow. According to IAB, in 2012 experienced a 148% growth over the previous year in the United Kingdom, whose volume exceeded for the first time the barrier of 5 billion pounds. Mobile investment accounted for more than half of the total growth of digital advertising in 2012.

Mobile advertising continues to grow but Europe does not appreciate its valueMobile advertising currently represents 10% of the UK’s digital advertising investment, which ranks as the world leader in both online and mobile advertising. This growth is expected to be extended to other countries in the next 5 years.

Although the numbers are very positive, the investment in mobile advertising still represents only 1.6% of the marketing budget of the companies. This is due to several factors:

  • Companies devote a significant portion of their online resources to activities on social networks.
  • The penetration rate of smartphones is far from total. In Western Europe it is below 41%, which may mean that the campaigns do not have sufficient coverage.
  • The actions in mobile advertising are not designed specifically for this interactive support, but mostly follow the same guidelines applied to the pc, which makes them lose effectiveness.

On the other hand, it is important to take into account that the degree of acceptance of mobile advertising by users differs depending on the country. The survey conducted by GSMA and WIN / GIA, on a sample of 50,000 mobile users, distributed in 54 countries reflects large differences:

In the United States users are happy to accept mobile ads, they are very receptive to these types of impacts, which they even consider useful when saving, or finding information.

On the other hand, in the rest of  Western Europe they do not think the same thing. Especially the French and English, who do not appreciate its value. This can be a great inconvenience when it comes to promoting the development of the sector in these countries. For this reason, brands must focus on the design of new advertising formats, creating smart ads, solutions adapted to the behavior of mobile users, and taking advantage of the power of geolocation and interactivity.