Willkommen, Bienvenue, Welcome to Mobile: Spotlight on EMEA
Expanding our regional series for our popular Mobile Mix report, the baton has this month been passed from Latin America to EMEA, just in time for our appearance at this week’s Digital Marketing Exposition & Conference (dmexco) in Cologne.
Reporting and analysing data collected from over tens of billions of monthly ad requests, our Mobile Mix: Spotlight on EMEA report highlights the mobile device characteristics of the region, how EMEA mobile users are engaging with their devices, and how mobile developers and brand advertisers can evolve their strategies in the region.
Our EMEA family at Millennial Media is at the front lines of mobile advertising right across the region, and we know full well how diverse the market is as you travel from country to country. Nowhere else in the world, I’d argue, is a better place for brands to think globally and act locally when it comes to engaging mobile audiences. Some of the main findings to highlight include:
Within the region, Europe has the highest mobile phone (81%) and smartphone (42%) penetration
- The highest rate of growth in smartphone adoption (average of 21% a year) will come from the Middle East and Africa
- Six of the top 10 countries from which we see impressions in this region are in Western Europe, where smartphone penetration is the highest, accounting for 52% of total impressions for the region
- Android impressions have grown 13 percentage points in the last year, with Germany, Spain, and Russia seeing the largest percentage of Android impressions, while the UK, Saudi Arabia, and the Netherlands all see above average impressions from iOS devices.
For brands, EMEA’s diversity presents both a challenge and an opportunity, with proper localisation of mobile campaigns required to get consumers to engage with campaigns. Localisation is equally as important to developers and publishers in order to make sure their mobile apps and sites work in multiple languages.
You can download the report here for more information. As for our appearance at dmexco, find out more about what we’re getting up to at the show here and be sure to check back on the blog at the end of the week for an update from Millennial Media!
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.