In 2021, about six in 10 Polish companies gathered customer contacts for SMS marketing during user registration. Seven percent of the surveyed businesses stated that they did not build contact databases.

In 2021, a vast majority of Polish companies did not measure the effectiveness of their SMS campaigns. At the same time, roughly *** in ** of the surveyed businesses did so by observing the overall increase in sales.

During a December 2023 survey carried out in the United States, 80 percent of responding business owners and marketing managers stated that they texted their customers using an SMS marketing platform. In April 2021, the share stood at 42 percent.

In 2021, roughly four in 10 Polish companies updated their customer contact databases manually.

In 2021, the majority of Polish companies did not personalise their offers sent to customers by SMS messages.

In 2022, the mobile advertising market in Poland was worth 4.1 billion zloty. By 2027, the sector's revenue will grow to 6.7 billion zloty, with a CAGR of 10.5 percent between 2022 and 2027.

In 2023, mobile advertising spending in Germany increased by 8.4 percent, from 1.59 billion euros in 2022 to 1.72 billion in 2023. A year earlier, the growth rate stood at 1.7 percent.

In 2023, mailing and SMS advertising spending in Peru reached one million U.S. dollars, the same value recorded a year earlier. For comparison, Peru's online ad spending surpassed 271 million U.S. dollars that year.

China is one of the key drivers of global mobile ad spending. In 2023, the market size of the Chinese mobile advertising industry increased by *** percent to approximately *** billion yuan. With an enormous user base turning to “mobile-first” and a vibrant digital advertising landscape, China’s mobile ad market size was expected to exceed *** yuan by 2025. Advertising in China: the digital age As of 2021, digital advertising accounted for about ** percent of China’s total media ad expenditure. The Chinese tech titans - Alibaba, Tencent, Baidu, and ByteDance – are the major driving forces in this rapidly growing market. The e-commerce giant Alibaba would continuously dominate the sector in 2020, whereas the coronavirus (COVID-19) pandemic has created a significant impact on digital ad platforms. The dark side of the fairy tale Mobile advertising made up for the majority of digital ad spending in China. Having established itself as an indispensable instant messaging app in China, Tencent’s WeChat has become one of the largest mobile ad platforms. Taking the current circumstances of coronavirus into consideration, the total amount spent on mobile ads would exceed *** billion U.S. dollars by the year 2024. Despite the huge market opportunity, advertisers need to be aware of online ad fraud in China, given that the prevalence of bots generating invalid ad traffic is higher than the global average.

During a June 2021 survey, it was found that ** percent of responding shoppers from the United States believed that QR codes would be a permanent part of using their mobile phone in the future; ** percent disagreed with that statement. Additionally, it was found that QR codes were most popular among 18 to 29 years-olds.

Cross-Platform and Mobile Advertising Market size was valued at USD 143.4 Billion in 2024 and is projected to reach USD 929.08 Billion by 2031, growing at a CAGR of 26.31% during the forecast period 2024-2031.

Global Cross-Platform And Mobile Advertising Market Drivers

Increasing Smartphone Penetration: Statista estimates that the worldwide smartphone user base will reach 6.92 billion by 2023. This constitutes 85.8% of the world's population, creating a large audience for mobile advertising.

Growth of Social Media Usage: According to DataReportal, the global social media user base reached 4.95 billion in January 2024, accounting for 61.4% of the global population. This extensive use opens up substantial prospects for cross-platform advertising strategies.

Rising Digital ad Spending: According to eMarketer, global digital ad spending is expected to reach USD 645.80 Billion by 2024, with mobile advertising accounting for 69.9%. This pattern implies a significant move toward mobile and cross-platform advertising methods.

Increased Time Spent on Mobile Devices: App Annie (formerly data.ai) reported that global consumers spent an average of 4.8 hours per day on mobile devices in 2021, a 30% increase from 2019. This increased interaction opens up more chances for advertising to reach their target demographic across numerous channels.

During a survey carried out among marketing professionals from Europe, the Middle East, and Africa (EMEA) in spring 2021, ** percent of respondents who expected their mobile budgets to increase in the upcoming twelve months stated that they expected an increase of between ** and ** percent.

During a survey carried out among marketing professionals from Europe, the Middle East, and Africa (EMEA) in spring 2021, 66 percent stated that they expected their or their client's mobile marketing and advertising budgets to increase in the upcoming 12 months. A year earlier, during the period of the first COVID-19-related lockdowns, only 39 percent of respondents expected increases.

During a survey carried out among marketing professionals from Europe, the Middle East, and Africa (EMEA) in April and May 2021, the most often cited barrier to the growth of mobile marketing and advertising was consumer concerns about privacy and/or security, mentioned by 35 percent of respondents. The second most often named barrier was legal privacy requirements, such as the General Data Protection Regulation in the European Union.

A 2021 survey of global SMS found that **** percent of respondents believed that e-mail marketing was the most effective id driving sales for them. At the same time, **** percent of SMBs thought that social media marketing was best at driving sales.

It was estimated that mobile advertising accounted for ** percent of digital advertising spending in China in 2021. Mexico and South Korea followed in the ranking, with **** percent and **** percent, respectively. The United Kingdom is the only country representing Europe in the ranking, with **** percent share.

It was projected that all U.S. industries would invest more than ** percent of their digital advertising spending in mobile ads in 2021. The industries with highest share were expected to be entertainment, telecom, as well as computing products and consumer electronics. In these three the share would be equal to or higher than ** percent.

Facebook's mobile advertising spending on Android grew by 86 percent in July 2021 compared to the same period in the previous year, whereas for iOS it increased by 25 percent in the same period. This divergence in growth came following Apple's changes to its identifier for advertisers (IDFA), which came into effect in April 2021.

During a survey carried out among U.S. advertisers in December 2020, ** percent of respondents stated they were planning to increase their spending on mobile ads shows in content targeting children under **; ** percent said they would boost their mobile ad spend on navigation content.

In 2021, consumer packaged goods (CPG) were expected to received **** percent of total U.S. mobile advertising spending. Retail was forecast to be the industry concentrating the highest share of expenditure, with nearly ** percent.