Mobile-first is going strong. We know this intuitively, just from looking at the world around us, and even though we know mobile ad spend is soaring, people sometimes still think it’s underrepresented. Recently, Stefanie Tannrath, CEO of UM Germany, told MMA Germany audiences that her research suggests that isn’t true.

1. MOBILE FIRST?
UM FOR MMAGERMANY
2021

2. INTRODUCTION
MOBILE SPEND VS MOBILE
USAGE
THE RIGHT APPROACH AND
BEST CASES
1
2
3

3. Supporting our clients with sustainable growth strategies brought to life
through media, content and data science, is at the heart of what we do at
UM – for short-term ROI optimization as well as for long-term increase in
brand value – helping them to realize their full potential. Our
FUTUREPROOF approach is based on the intelligent use of data to derive
innovative strategies and disruptive ideas for the now and the next to
achieve the best possible results for brands.
UM is part of the global IPG Mediabrands network. In Germany, UM has
offices in five different cities with Frankfurt a. M. being our largest office
where we cater for all capabilities under one roof including our
international hub for multimarket clients.
Our people and culture are the foundation of everything we do
More than 260 media & communication experts develop creative media
solutions for our clients every day that give brands the decisive
competitive edge.
Being a welcoming, inclusive and ‘open' company is dear to us and – at
least in our opinion - a human obligation. We encourage our people to
bring their holistic selves to work, to be curious, open-minded and
courageously find ways beyond the beaten track.

4. fut ureproof

5. Source: Nielsen

6. And does it even reflect
the realities ?
?

7. Source: Global Web Index Q1 2016-Q3 2020, Germany (online survey)
• Smartphone
ownership has
increased by 11%
over the last 5 years
• Mobile Internet usage
has even increased
by 26% over the
same period

8. Laptops & stationary PCs are
outpaced by mobile fast &
everywhere access
opportunities
79%
71%
58%
47%
37%
17%
12%
8%
0% 20% 40% 60% 80% 100%
SMARTPHONE
LAPTOP/NOTEBOOK
DESKTOP PC
TABLET
SMART TV
CONSOLES
VOICE ASSISTANTS
W EARABLES
DEVICES USED FOR BROWSING THE INTERNET

9. Source: Global Web Index Q1-Q3 2020, Germany
82%
80%
80%
72%
70%
64%
63%
59%
55%
50%
Chat or instant messaging service
Social network
Search engine
Video clip or video-sharing site
Map or directions service
Online retail site or store
News website or app
Checked the weather online
Webmail service for emails
Product or service research
Top 10 Mobile Online Activities
10%
11%
12%
13%
14%
14%
14%
15%
15%
16%
VPN or Proxy Server
Online lottery service
Group-buying or deal site
Watched a vlog
Online dating service
Sports coverage or highlights
Business news website
Review a product or service
Job recruitment site
Comment in a forum
Flop 10 Mobile Online Activities
In the last few years, the range of mobile activities has become more diverse. But for content with a lot of text that requires a high level of
concentration, larger screens are still preferred.

10. Persuasion
Tactics
UTILISE PLATFORM INNOVATION
TO DRIVE AWARENESS & IMPACT
Mobile device
split
Smartphone: 87%
Tablet: 13%
Avg share all
campaigns:
Mobile: 67%
Desktop: 33%
ad spend
AD SPEND FORECAST
Source: own data; baseline 2020
FORECAST
GROUP
LEVEL

11. Source: Global Web Index, Q1-Q2 2020, Germany
1.7%
8.1%
9.8%
18.3%
20.1%
22.8%
29.4%
32.4%
35.8%
Other
Smartwatch
Smart speaker
Games console
Tablet
Smart TV / media streaming device
PC / desktop
Laptop
Smartphone / mobile phone
Additional time spent on device
Baby Boomers use their Smartphones or Mobile
Phones a lot more to stay in contact.
Generation X is already one step ahead and increases
their usage of Smart TVs and Laptops.
Because Generation Z is now at home a lot, they use
other devices instead of Smartphones for everyday
tasks, such as Laptop, Smart TV and Tablet.
Both, Generation Z and the Millennials, fight boredom
at home with Games Consoles.

12. Biggest growth opportunity for
mobile channels
=
mobile & social commerce
…and thus covering the entire consumer funnel
50%
25%
23%
30%
20%
18%
17%
33%
55%
54%
47%
46%
41%
38%
16%
20%
23%
23%
33%
41%
45%
STATIONARY RETAIL
WEARABLES
SMART HOME ASSISTANTS
TELESHOPPING
ONLINE VIA TABLET
ONLINE VIA COMPUTER
ONLINE VIA SMARTPHONE
HOW DO YOU SHOP DURING
COVID-19 PANDEMIC?
Less Same More
Source: PwC © Statista 2020

13. … but also not the answer

14. Considering the fuller picture – at least of our client portfolio the
share between mobile & desktop spend reflects user behaviour a
lot better than official numbers might suggest
We do not plan based on pre-defined mobile shares or mobile
strategies. Based on indivudual target audience behaviour ad
slots are being filled – no matter the device
Inventory availabilities are still higher on desktop devices which
skews shares towards desktop devices
Apps & services which are 100% mobile (e.g. TikTok) drive mobile
share
Audience
first
Inventory
Myth vs
reality

15. Strategic
focus
The focus is no longer on the channel itself, but
rather on addressing the target audience
independently of the channel. Therefore, the content
has to be adapted to each individual channel & funnel
step to fit the user expectations.
Formats that do not disturb the user journey.
#Coalition for Better Ads
Brand communication from the first second on.
Appealing and meaningful creatives that does not
necessarily need a sound.
Use the respective customs of the platforms, so
that the advertising is integrated in the best possible
way and therefore more accepted by the user.
Platform
requirements
Creative
requirements

16. THANK
YOU

17. STEFANIE TANNRATH
CEO UM Germany
www.umww.de
+49 172 2067 240
Stefanie.Tannrath@umww.com
Universal McCann GmbH
Registered office:
Postal address: Postbox 111 936, 60325 Frankfurt
Visitor address: Torhaus am Westhafen,
Speicherstraße 57-59, 60327 Frankfurt
Register court: district court Frankfurt
Commercial Registration No. Frankfurt 30 743
Executive Board:
Stefanie Tannrath, Petra Farrell
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Frankfurt, Feb 2021