Hup, Holland, Hup: A Snapshot of Dutch Mobile Data
The Dutch have been at the heart of international business ever since 1602, when the Dutch East India Company, the forerunner of the modern international corporation, was founded. More than four centuries later, the Netherlands boasts one of the EU’s largest economies. It also maintains strong cultural and economic ties with the United States. (As the song says, even old New York was once New Amsterdam.)
The Dutch are a plugged-in people, too, with 80% using mobile phones and 52% using smartphones. The latter number is projected to rise to 76% by 2018.
Therefore, we’re taking a look at mobile traffic on our platform in the Netherlands to see just what the Dutch are doing. Here are our top insights, based on data derived from traffic on the Millennial Media platform in 2014 (except where otherwise noted):
Insight No. 1: Holland likes Apple.
As in all of EMEA, Samsung was the leading manufacturer in terms of impressions, but in the Netherlands that margin of victory was razor-thin (0.41%). The Dutch over-index on Apple by 8.42% compared to all of EMEA.
In terms of OS mix, Android led the way. But iOS has a greater share of impressions in the Netherlands than it does in EMEA as a whole.
The Netherlands don’t like Apple as much as Ireland does, but they are fond of the brand.
Insight No. 2: Automotive apps have high engagement rates.
Amsterdam is the most bike-friendly city in the world, so it’s surprising to see that the Dutch like their cars as well. Automotive apps had the highest ad engagement rate of any category.
In fact, the Dutch have no overlap with the rest of EMEA in the top five app categories in terms of ad engagement. It’s an important reminder of how crucial audience segmentation and measurement can be. Don’t assume anything about consumers. Use data to understand them, and then tailor your campaigns accordingly.
Insight No. 3: Tablets are popular.
Tablets claimed a large share of Dutch mobile impressions, accounting for 33% of all traffic. That’s 9% higher than the rest of EMEA. In addition, Dutch consumers were more likely to watch video on their tablets than on their smartphones.
Advertisers looking to catch the attention of Dutch consumers would be well-advised to make use of rich media and video ad units that show up well on larger screens.
Insight No. 4: Pharmaceutical ads see high engagement rates.
The top brand vertical for engagement in the Netherlands is Pharmaceuticals, which over-indexes on engagement compared to the rest of EMEA.
With the Pharmaceuticals vertical, strict brand safety parameters mean that targeting is a top priority.
However, the value of targeting can apply to any vertical, as putting the right message in front of the right person at the right moment leads to higher engagement. Even if your target audience is relatively small, it’s possible to reach them through mobile. Millennial Media can show you how to do it, too. Contact us today.
More from Zac Pinkham
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.