State of the Industry: Mobile Marketing in EMEA 2021 - MMA EMEA in association with WARC
London, 15 June 2021 – The accelerative impact of COVID-19 on digital transformation has led to improvements in mobile marketing capabilities for advertisers. Growth in m-commerce and use of social media have provided brands with new opportunities to reach consumers, driving up mobile marketing budgets set to be worth $230bn globally in 2021 per WARC Data. However, privacy concerns could hamper mobile’s growth potential.
More external factors are influencing the way we make decisions for marketing strategies. Faced with enormous pressure to deliver instant results with lower budgets, many brands are turning to performance-led activities and reducing brand marketing. Our recent research shows, however, that brand marketing drives sales, ROI and even improves performance campaigns. Tune in to listen to Colgate and Analytic Partners discuss how they balance brand and product messaging, as well as upper and lower funnel tactics to drive different business objectives.
Over the time that WARC has carried out this survey with the MMA, the role of mobile in the arsenal of marketers has grown significantly. As smartphone technology becomes more and more sophisticated, the line between the mobile medium and the rest of the online media mix is increasingly blurred. This blurring means the distinction between mobile and the rest of digital is hard to make, leading to fewer respondents this year labelling their strategy as ‘mobile-first’ and only 22% having a separate mobile marketing budget.
Bidease, a fully-transparent demand side platform for mobile marketers, has announced a strategic partnership with the world’s most advanced in-game advertising platform Anzu.io. This partnership will allow Bidease to scale up advertising capabilities in the mobile gaming market and offer their wide advertiser network non-intrusive cost-effective in-game ad formats.