Conclusions of the "European Mobile Study of Motor and Retail Advertisers"

Conclusions of the "European Mobile Study of Motor and Retail Advertisers"

Recientemente IAB Spain, the advertising, marketing and digital communication association in Spain, presented the European Mobile Study of Motor and Retail Advertisers carried out in collaboration with IAB Europe and with nine national IABs (Austria, Bulgaria, Ireland, Italy, Holland, Poland, Turkey and the UK), in which the 25 brands with the greatest influence were analyzed.advertising version in motor and the 50 brands with the highest advertising investment in retail from each participating country, adding more than 600 audited advertisers.

The main objectives of the study were to analyze the adaptation of the mobile strategies of the main advertisers in Europe and contrast the situation of Spain with the rest of the EU countries. Among its conclusions, it is worth highlighting that motor brands in Spain are betting on apps, while retail brands do so on the mobile web. Other notable data is that brands offer more functionalities in browsers than in applications, such as eCommerce or book driving tests, and that Spain leads the use of the “full page” advertising format, tripling the European average.

The Study reveals the following conclusions regarding the motor sector and the retail sector of Spanish advertisers, comparing it with the European average and other European IABs:

Motor Sector

With regard to motor websites, this sector is in the last position with respect to the European average  (78%), regarding adaptation to the mobile web with 44%. Spanish advertisers rank below the European average in responsive websites with 52%, with Italy being the country with the highest adapted brands (92%).

Regarding the location of stores via the web, Spain is positioned below the average. Regarding the functionality "book driving test" through the web, Spain is above and below the average in mobile web and PC speed.

Moreover, the motor sector in Spain is at the forefront in app development, well above the European average (68%), along with advertisers from countries such as Austria and Italy. The Study reveals that more iOS applications are made (100% of the brands surveyed in Spain have apps for both mobile phones and tablets) than Android (84%) in the motor sector.

Regarding advertising in the motor sector, Spain is at the bottom of Europe in display advertising for performance, only 4% compared to the 16% average in Europe, while it is at the forefront in display advertising for branding, with 48% (only surpassed by Italy, 52%) compared to the 25% average in Europe. Furthermore, Spain is the country that most uses the “full page” form in Europe with 40% of use compared to the 14% average in Europe.

Retail Sector

Spain is at the forefront of Europe in mobile retail websites together with the United Kingdom and slightly above the average only surpassed by the Netherlands, Poland and Italy on the web responsive. Regarding the location of stores via the web, Spain is the leader with respect to the other European countries analyzed in the study with 92% (the European average is 64%) and in webs with eCommerce 62%, only surpassed by UK.

Regarding apps in the retail sector, Spain is located in the European average with a lot of growth margin, both in mobile applications and tablets for iOS and Android. However, Spain is at the tail in which apps have eCommerce.

With regard to advertising in the retail sector, Spain is one of the countries that least uses display in the retail sector for performance with 4% compared to the European average of 9%, and is in the European average with respect to display brandig. In the study Spain stands out in the use of the 320 × 50 format and leads the use of the “full page”, tripling the European average.


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