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Optimizing Mobile Ad Spend With A Smart Approach


PwC forecasts (German) show that by 2027, mobile ad spending in Germany will almost hit 10 billion euros. The sales from mobile advertising overtook those from stationary online ads in 2021. To be noticed in this growing market, using your mobile advertising budget wisely is key. This means targeting your audience effectively and reducing waste.


Key Takeaways

  • The German mobile advertising market is expected to reach 10 billion euros by 2027.
  • Mobile advertising spending has surpassed stationary online advertising in Germany.
  • Optimizing mobile ad spend is crucial to reaching the target audience effectively.
  • Avoiding high scatter loss is a key consideration in mobile ad campaigns.
  • Understanding the trends in mobile ad spending and mobile ad spend 2023 is essential for marketers.

The Rise of Mobile Advertising

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Mobile advertising statistics we cannot ignore. Source: Clevertap

In Germany, the mobile ad industry has seen huge growth in the last few years. In 2015, mobile ad sales were just 1.5 billion euros. By 2022, this amount had jumped to up to 6.8 billion euros. What caused this big change? Smartphones and tablets became more popular, and marketers realized mobile ads are a great way to reach people.

Mobile Ad Spending Growth in Germany

The amount of money spent on mobile ads in Germany is now higher than on online ads for PCs. This change shows how important mobile ads have become in marketing. The trend is likely to keep going up. Experts predict that by 2027, spending on mobile ads might almost hit 10 billion euros.

Importance of Optimizing Mobile Ad Spend

In Germany, making the most of mobile ad budgets is more important as the market grows. Companies need to carefully choose where and how they advertise to get the most for their money. They can use tricks like mobile retargeting and analyzing results to make their ads more effective. This approach helps them spend wiser and see better outcomes from their ads.

Mobile Retargeting: Honing in on the Target Audience

Mobile ads often appear as banners on our phones and tablets. Sometimes, showing less can mean more to the people seeing the ads. When too many ads pop up, users can get annoyed. Then, their experience isn’t good. These ads must be right for the viewer and show up at the best times. Especially if someone has already looked at a product or service. It’s done through mobile retargeting. This method tracks what users do on websites to show them more fitting ads.

Mobile Retargeting

Mobile retargeting lets advertisers follow what users do online. Then, they can show these users specific ads based on their past online actions. This way, ads reach the right people more effectively. So, the money spent on ads isn’t wasted on those not interested in buying.

Benefits of Mobile Retargeting

influencer targeting
Retargeting allows you to get former viewers who have patronized you less.

Compared to traditional ads, mobile retargeting is a cost-effective way to keep engaging the right people. Marketers can make the most of their ad budget by focusing on those already interested. This helps improve their return on investment, making their ads more successful.

In-App Retargeting Strategies

Mobile retargeting isn’t limited to websites. It also works with apps, through in-app marketing and retargeting. This lets advertisers reconnect with past app visitors in other apps. They aim to get these users interested again with personalized product offers within their app.

Blacklists and Whitelists: Refining Ad Placement

Blacklists and whitelists are powerful for improving mobile ads. Advertisers can control where their ads show up. This way, they can avoid bad placements.

Blacklisting: Avoiding Undesirable Contexts

Blacklists let advertisers block certain websites or content types. They do this because some topics don’t fit with what they’re promoting. By blocking these, they protect their brand and use their budget more wisely.

Whitelisting: Laser-Focused Ad Targeting

Whitelists are more about choosing where ads can be shown. Advertisers pick top-quality sites that match their audience and brand well. This focused targeting helps ads reach the right people. As a result, they get more value from their spending.

Using both blacklists and whitelists helps marketers smarten their ad choices. They avoid wasting money and create a more united brand image in the mobile world.

Calculating and Understanding Mobile Ad Spend

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It’s important to ask about your budget, as this can determine whether you can immediately setup a platform or put them at a slight disadvantageous.

For mobile marketers, knowing how to figure out your ad spend is key. Ad spend means the money you put into paid ads online. Keeping a close eye on this spending helps you see how well your ads are doing. This way, you make smarter choices about where to put your money.

When you track exactly what you spent on ads, and link sales back to specific ads, you get to understand your success better. You can work within your budget, fix underachieving ad plans, and increase support for those that do well. So, really getting your head around your ad budget is crucial. It helps you make the most of your marketing money.

Key Metric Definition Relevance to Mobile Ad Spend
Cost Per Click (CPC) The cost charged to advertisers for each click on their mobile ad Helps evaluate the effectiveness of ad messaging and targeting in driving user engagement
Cost Per Mille (CPM) The cost charged to advertisers for every 1,000 (“mille” in Latin) impressions of their ad Provides insights into the reach and visibility of your mobile ad campaigns
Cost Per Lead (CPL) The ad spend required to generate one lead Helps evaluate the efficiency of your lead generation efforts and optimize accordingly
Cost Per Action (CPA) The cost charged to advertisers for a specific user action, such as an app download or purchase Enables the measurement of the effectiveness of your mobile ads in driving desired user actions
Cost Per Sale (CPS) The cost charged to advertisers for each purchase completed by a user Provides insights into the revenue-generating capabilities of your mobile ad campaigns
Cost Per Install (CPI) The cost charged to advertisers when a consumer installs their app Helps assess the effectiveness of your mobile ads in driving app downloads and installations

Tracking these metrics helps you fully understand your ad spending. It lets you use data to make your campaigns better for a bigger impact and better return.

Impact of iOS Privacy Changes on Mobile Ad Spend

The world of mobile video ads Facebook and others has changed a lot recently. This change came mainly because of Apple’s new rules called App Tracking Transparency (ATT). Since the iOS 14 update in 2021, apps have to ask users if they want to share their data. This means that many users decide not to share their information with apps. As a result, advertisers have less detail about each user. This makes it harder for them to see how well their ads perform.

Apple’s App Tracking Transparency Framework

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Apple is among the biggest names in Silicon Valley today.

Apple’s ATT rules have affected how mobile marketing works. Marketers now have less personal data about users. This has made advertising on places like Facebook more expensive. Plus, it’s harder to see if ads are working well. Because of this, mobile advertisers are looking for new ways to keep their ads effective.

Diversifying Ad Spend Across Platforms

With challenges from iOS privacy changes, marketers are spreading their mobile video ads money out. They’re putting ads on more platforms than just Facebook. This helps them not rely too much on one place. It helps them adjust to changes from the ATT rules more easily.

Google as an Alternative Advertising Platform

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Google Analytics is just one of the many tools you can use for your marketing efforts.

When it comes to finding new places to advertise, Google is a top pick. It offers ads on search, YouTube, and the Google Play Store. Google makes it easier for advertisers to understand how their ads are doing. This is thanks to tools like Google Analytics. It also lets advertisers focus their ads on what people are searching for. This could mean ads reach people who are actually interested, making them more effective.

Just a side note, if you are into other advertising medium, you can invest in a tool like one in this Hootsuite review.

Key Performance Indicators for Mobile Ad Spend

Tracking your mobile ad success involves knowing key indicators. You can measure ad spend by channel or for a whole campaign. Ads may cost based on click, view, or download. So, mobile marketers need to grasp each calculation method.

Cost Per Click (CPC)

CPC shows the ad cost per click. This KPI lets you see how good your ad and targeting are. A low CPC means your campaign is working well. Look into this Sprout Social review and see if you can use it to calculate your CPC.

Cost Per Mille (CPM)

With ads CPM, advertisers pay for every 1,000 impressions. It tells you how visible and wide-reaching your ads are. A low CPM means your ads are well-placed and focused.

Cost Per Lead (CPL)

CPL shows how much it costs to get one lead. It checks if your leads are good and measures lead generation success.

Cost Per Action (CPA)

Under CPA, advertisers pay for a user’s specific action, like downloading an app. This KPI evaluates how good your ads are at driving important actions.

Cost Per Sale (CPS)

CPS makes advertisers pay for each completed purchase. For e-commerce, it’s a key KPI as it measures your mobile ad investment’s return.

Cost Per Install (CPI)

For CPI, advertisers pay for app installations. App-based businesses find this KPI vital for tracking user acquisition costs.

Looking at all these KPIs helps mobile marketers understand their ad spend. This understanding lets them make changes to boost campaign success and investments.

Return on Ad Spend (ROAS) and Its Importance

It’s key to know how much you spend on advertising to calculate your ROAS. This helps measure the success of your ads. You figure out ROAS like this: ROAS = Total campaign revenue / Total ad spend. A high ROAS means your campaign is doing well.

Calculating ROAS

You calculate ROAS by dividing your revenue from mobile ads by the total ad spend. This tells you how well your ads are bringing in sales and revenue for your business.

Factors Affecting ROAS

The quality of your ads and how well you target your audience are very important. So is how you follow up with people who’ve seen your ads. Improving these aspects helps increase your ROAS.

Limitations of ROAS

Remember, ROAS doesn’t include all marketing costs, like salaries or software. Also, it might not be completely accurate, as tracking across different channels is hard. Keep in mind these limits when checking your ad campaigns’ performance with ROAS.


Optimizing mobile ad spending is key as the industry grows. Marketers can use tools like mobile retargeting, blacklists, and whitelists to boost their campaigns. They should also watch over metrics closely.

Understanding ROAS helps make smarter choices. It means looking at how much money you make from ads. Keeping up with trends and rules keeps you ahead. Diversifying where you spend your money is also important.

With a smart approach, you can make the most out of your ads. Marketers need to keep fine-tuning their strategies. This is how they keep reaching people and meeting their business goals in the mobile ad world.


  • What is the forecast for mobile ad spending in Germany?
    By 2027, it’s estimated Germany will spend nearly 10 billion euros on mobile ads. This forecast was made by PwC (German).
  • How has mobile ad spending in Germany grown over the years?
    In 2015, Germany spent about 1.5 billion euros on mobile ads. Seven years later, in 2022, this spending jumped to 6.8 billion euros.
  • Why is it important to optimize mobile ad spending?
    It’s crucial to maximize your mobile ad spend 2023 (and onward) budget to stand out. This means targeting as many relevant people as possible and avoiding wasted ads.
  • What is mobile retargeting, and how can it benefit mobile advertising?
    Mobile retargeting tracks users’ interests on websites. Then, it shows them ads matching their tastes. It’s cost-effective since it targets only those likely to buy.
  • How can blacklists and whitelists be used to improve mobile ad targeting?
    Blacklists help choose where ads should and shouldn’t appear, avoiding some topics. Whitelists go further, ensuring ads show only on approved sites. This reduces wasted ads and makes budgeting more efficient.
  • How can mobile ad spend be calculated and tracked?
    Ad spend can be calculated for specific channels or overall campaigns using different pricing models like CPC and CPM. This lets advertisers measure their ads’ efficiency and adjust budgeting accordingly.
  • How have iOS privacy changes impacted mobile ad spend?
    Apple’s ATT has made user-level data less available, increasing ad costs and limiting tracking on platforms like Facebook. Marketers are spreading their budgets across various platforms, including Google.
  • What are some key performance indicators (KPIs) for mobile ad spend?
    KPIs like CPC and CPM help evaluate how well mobile ad campaigns are doing. They measure different costs, from clicks to sales, giving insights into campaign success.
  • Why is Return on Ad Spend (ROAS) important for mobile advertisers?
    ROAS is key for advertisers to measure campaign profits against ad costs. Yet, it may miss some costs and depend on accurate data. Still, it’s a vital metric for understanding ad performance.

Discover more about ad spend and budget in this “Email Marketing Costs: Factors to Consider for your Campaign Budget” article. 

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