The Mobile Marketing Association has opened a new chapter in Germany, the worlds fifth biggest mobile ad spend market, with founding member companies including Adsquare, Coca-Cola, Facebook, Google and Unilever.

The new chapter is opening in response to explosive growth in mobile marketing in Germany, both in terms of interest and investment. Germany is the second largest market in Europe, with mobile ad spending expected to reach €2.2bn (£1.9bn) this year according to eMarketer figures.

The decision comes following record attendance at this years Dmexco, the international trade show and conference on the digital economy, which welcomed 50,700 attendees through its doors in Cologne this year.

Mark Wächter, strategy consultant at MWC.mobi, will serve as chairman of the MMA Germany, with other board members including representatives from Coca-Cola, Facebook, Google, SAP XM, Adsquare, Smaato, Telefonica and Unilever.

“Our mission is to accelerate the transformation and innovation of marketing through mobile,” said Wächter. “As consumer engagement on smartphones and co. explodes – a phenomenon known as the mobile shift – and more brands invest heavily into this channel, the MMA is the right platform for sharing practical know-how and actionable insights to benefit the business ecosystem in Germany and beyond.”

The MMA Germany already has a series of thought leadership events and seminars scheduled to help facilitate greater understanding and educate brands and marketers how mobile can be used to connect, engage and sell to consumers. The program kicks off in Berlin on 27 October. It has also released a presentation of figures demonstrating the opportunity for mobile marketing investment that exists in Germany.

“For a fast growing German company like Adsquare, the MMA is a great opportunity to educate the market, meet potential clients and partners and broaden the global network,” said Daniel Rieber, vice president of marketing at Adsquare and vice-chair of the MMA Germany. “Mobile marketing has evolved into a mainstream channel and the MMAs mission is to redefine the markets perception of its benefits and use.”