IAB Europe Report: European Agency Snapshot Study

The European Agency Snapshot study gives a real insight into current knowledge of mobile advertising and uptake within today’s current media climate across five European markets (France, Germany, Italy, Spain and the UK). The study has been conducted for the first time in France, Germany, Italy and Spain. The report is divided into four sections:

• Agency understanding
• Agency and client structure
• Barriers to mobile growth
• Mobile spend

Key findings of the study:

• Overall understanding of mobile advertising across Europe is strong but there are some key barriers to adoption such as measurement and tracking
• Encouragingly, mobile is unlocking new advertising budgets
• Mobile is becoming more integrated into the wider agency which could mean an increase in cross-media campaigns

Some key areas of focus for the industry are:

• Mobile privacy
• Brand safety
• Measurement and tracking