Mobile ad spending in Spain is outpacing expectations | Mobile campaign for Nissan Spain uses 2 screens | Clinique U.K. adds life to print ads with AR
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04 April 2012
MMA SmartBrief - Europe, Middle East & Africa Edition
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Mobile ad spending in Spain is outpacing expectations
Mobile ad spending is exceeding projections in Spain, with new predictions showing torrid growth rates through 2013, per MMA Spain and Accenture. Spending rose to $88.3 million in 2011, a gain of 67%. Led by the telecom/Internet and automotive sectors, mobile spending is expected to rise above $138.8 million this year, breaking the 100 million euro mark. eMarketer (02 Apr.)
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Mobile campaign for Nissan Spain uses 2 screens
Nissan is advertising its Qashqai model in Spain with a unique two-screen digital combination. Inputting a code turns a smartphone application into a controller for users to parallel-park a virtual car on a desktop or laptop. The campaign was designed by Plan Comunicación, OMD and MediaMind. Mobile Marketer (02 Apr.)
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Industry News
Germany's Sponsormob establishes U.S. foothold
Austin, Texas, is the site of the first U.S. office for Germany's Sponsormob mobile advertiser, which is targeting the American market to extend its double-digit annual growth. The Austin office opens with two employees, but Sponsormob says it projects staffing will eventually equal that at its 25-strong Berlin headquarters. American City Business Journals/Austin, Texas/Austin Blogs (30 Mar.)
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M-Pesa gives African merchants a way to do remote business
M-Pesa, a cost-efficient mobile-phone-based financial network, is enabling small merchants across East Africa to expand and do business with faraway suppliers. The Safaricom service has been around since 2007 and was originally designed as a "payment service for the unbanked." MarketWatch (02 Apr.)
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Market Trends and Research
Jump in mobile boosts British online ad spending
A 157% surge in mobile ad spending helped raise total online ad spending 14.4% last year in Britain, according to figures from PwC. Mobile was boosted in particular by retail and consumer goods spending for ads on newly popular tablet devices. Mobile Marketing Magazine (03 Apr.)
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U.K. expects 80-fold increase in mobile demand by 2030
Demand for mobile-broadband capacity in the U.K. by 2030 will be at least 80 times what it is today, and could grow as much as 300-fold, according to estimates from the U.K.'s Office of Communications. The regulatory body has been weighing the potential of spectrum in the 700 MHz band -- which is used to deliver digital-television services -- to alleviate the strain on mobile networks, and says it could begin reallocating the spectrum to mobile broadband providers by 2018. ITProPortal.com (U.K.) (02 Apr.)
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MMA-EMEA News
Brand & Agency Briefings (UK)
The aim of the Brand and Agency Briefings is to share leading brands and agency thought leaders insight on how they are using the mobile channel today and what they plan to do next. The MMA's mission is to make mobile an indispensable part of the marketing mix and these events have proved very successful at educating both brands and agencies on how they can use mobile to promote their brand and create a unique user experience. The next event is being held on 26 April at 8:30 a.m. Learn more and register for this event.
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