Observed Signal · Nov 5, 2025 · Expert Commentary · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Smartphone Use Boosts TV Ad Effectiveness
An online marketing expert discusses how the increasing spread of smartphones is boosting the effectiveness of TV advertising for ecommerce and online services. The piece notes that TV campaigns have grown in recent years for internet brands, aided by cheaper, digitally animated spots and remarketing to re-engage visitors after a first exposure. If viewers have smartphones or tablets nearby while watching TV, the likelihood of visiting the advertised site rises, helping bridge TV exposure to online engagement. In a case study of a carpet retailer during RTL2 ad blocks, mobile accesses rose from about 10% to about 25%, roughly a 150% increase, illustrating the impact of smartphone penetration. The article also suggests that offline advertisers advertising their web addresses can benefit from smartphone adoption, and identifies iPhone and iPad as positive levers for TV ad effectiveness.
Industry relevance: smartphone adoption tied to TV ad effectiveness; not a major platform release or earnings event.
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Key Takeaways & Evidence Grounding
- TV advertising by ecommerce/online businesses has grown in recent years.
- Mobile devices near TV screens increase the likelihood of visiting the promoted website.
- During RTL2 ad blocks, mobile accesses rose from ~10% to ~25% (~150% increase).
- iPhone and iPad cited as positive levers for TV ad effectiveness.
- Offline advertisers benefit from smartphone adoption when promoting web addresses.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Connected TV: The Rise of Mobile-Driven Advertising
ADZINE discusses how Connected TV is reshaping advertising through data-driven integration of TV and mobile signals, with the Homescreen becoming a premier discovery and advertising surface amid growing streaming fragmentation. The Homescreen is described as a high-reach environment where users start their TV journey roughly five times a day and spend over ten minutes browsing, enabling incremental reach and cross-screen campaigns. In Germany, H2 2024 saw 2.3 billion Samsung Smart-TV app launches, up 12% year over year. Europe-wide, 70 million Smart-TVs are linked to 20 million Samsung smartphones to bolster the Second Screen approach. Prime time (21:00–22:00) reveals elevated parallel usage of TV and mobile, with TV usage up 22% and smartphone usage up 28% vs. daily averages. The data strategy relies on explicit user consent, uses first-party data plus mobile signals, includes MMP integrations (USA), and is in beta testing, with early use cases across finance, EVs, and beauty/fashion illustrating potential for mobile-conversion-driven CTV campaigns.
Amazon Dominates German E-Commerce with 63% Market Share
A new study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce, with €69.1 billion in sales in 2025, a 63% market share. Its customer base grew to 55.9 million, and 97% of German online shoppers use Amazon, with 59% holding Prime memberships. However, competition is rising as Asian platforms like Temu and Shein collectively add €1 billion in revenue, while Otto and Zalando add €1.4 billion. The Bundeskartellamt fined Amazon €59 million for anti-competitive practices, which it is appealing. The study highlights growth potential in food and FMCG, where only 4.9% of sales are online, but Amazon already holds 46.1% of the online FMCG market. Amazon's influence extends beyond its own sales, affecting 41% of examined turnover via marketplace and services.
Zalando Announces New Festival for Fashion, Music, Culture
Zalando is expanding its brand and entertainment business with its own festival called "Access All Areas" (AAA), scheduled for April 24-25, 2027, at Station Berlin and Tempodrom. The company expects up to 40,000 visitors and will combine live music, fashion, beauty, sport, and brand activations. British singer-songwriter RAYE is announced as the first headliner. Initially, 14 brands are participating, including adidas, Calvin Klein, Nike, Asics, Dr. Martens, lululemon, New Balance, On, Puma, Tommy Hilfiger, and Vans, as well as beauty brands Beauty of Joseon, Kérastase, and MAC. The festival will be closely tied to Zalando Plus, with members in participating markets able to receive free tickets. The exclusive presale is planned for January 2027. Zalando Plus has over 20 million members across 17 European markets. The festival is part of Zalando's strategy to position itself as an inspiration and entertainment platform, strengthening customer loyalty and offering brand partners new physical and digital touchpoints.
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