Infographic: Programmatic Advertising and Interaction Rates in Switzerland

Money follows eyeballs: within ten years, smartphones and tablets have become the leading medium for the public. After an initial delay, advertisers are also catching up faster and faster. As eMarketer shows in a recent US study, the increase in mobile usage is increasingly coming at the expense of traditional media such as print and TV. Desktop is also feeling the effects of this, with ad spending accounting for only 30 percent of digital advertising expenditure at 26.34 billion US dollars. This year, around 70 percent will be invested in mobile, which corresponds to a total of 86.84 billion US dollars. Mobile is also developing rapidly as an advertising channel in Europe. According to the recently published adex benchmark study, growth rates are between 27 and 327 percent, depending on the country.

Mobile becomes most important medium

Zenith presents similar findings with regard to mobile penetration and usage. According to the recently published Media Consumption Forecast, smartphones and tablets will account for around 71% of internet usage and 26% of global media consumption in 2019, which corresponds to growth of a good quarter. The trend in daily mobile usage time is even more impressive: while only 10 minutes per day were spent on apps or the mobile internet in 2010, this will increase to an average of 122 minutes per day in 2019 (+ 1,120%). The declining use of traditional channels will be more than compensated for by smartphones and tablets. Overall, this means that mobile is driving up total media consumption.

Switzerland is a mobile country

This is also evident in Switzerland, as a look at the current usage figures from NET-Metrix reveals. For the biggest traffic owners such as 20 Minuten, Le Matin and Ticino Online, smartphones and tablets account for an average of 80 to 90 percent of total digital usage. The relevance of desktop is steadily dwindling.

Programmatic advertising becomes the standard

Last year, the automated control of mobile advertising campaigns in Switzerland recorded growth of 25 percent. Today, four out of five ad views are generated programmatically. This brings major efficiency gains in terms of advertising impact, but also places new demands on the visibility of ads (ad viewability) and fraud prevention. For this reason, Adello was the first Swiss mobile company to sign the Code of Conduct for Programmatic Advertising of IAB Switzerland and the BVDW for the entire DACH region. As a leading Swiss mobile technology company, Adello has been committed to quality and transparency in the digital advertising market for years, e.g. in the mobile specialist group of the industry association IAB, as a lecturer at the IAB Academy or on the IAB Board or Advisory Board. By joining the Code of Conduct for Programmatic Advertising, Adello is committed to full transparency and quality in campaign management with regard to advertising environments, ad viewability, fraud and the use of data.