EMEA digital ad trends: How are advertisers measuring mobile success?


More advertisers in the Europe, Middle East and Africa (EMEA) region are turning to mobile to drive audience traffic and brand awareness than ever before, according to data from Millennial Media.

The report, from digital ad platform Millennial Media latest S.M.A.R.T. (Scorecard for Mobile Advertising Reach and Targeting) report for 2013 is a regular insights piece the company produces on key trends in mobile advertising.

Based on actual brand campaign data from the Millennial Media platform, covering thousands of campaigns from 2013 that reached over 600 million people globally through some 50,000 apps, highlights include:

• Entertainment was the top vertical by mobile ad spend in 2013, followed by Retail and
Telecommunications, with triple digital growth in ad spend across no fewer than eight industry sectors in EMEA

• Application Download was the most frequently used post-click action by all advertisers on our platform in 2013, utilised in 34% of campaigns

• Advertisers’ campaign ad goals shifted in 2013, with the goal of driving to Site/Mobile Traffic nearly doubling year-over-year, whilst Brand Awareness increased by eight percentage points from 2012

• In 2013, rich media had an incredible impact on CTR vs. standard banners. For example, rich media ad units increased CTR 350% vs. standard banners for both the Automotive and Education verticals

Advertiser goals

The most popular vertical sector running brand awareness campaigns was Automotive, with 75% of campaigns aiming to improve brand awareness.

Driving Site/Mobile Traffic was the most popular campaign goal with just over half (53%) of advertisers.


Vertical Explosion

Growth in mobile advertising is exploding across numerous verticals, with triple-digit growth in ad spend across eight different industry sectors in EMEA last year. Leading the charge were Pharmaceuticals (876%), Restaurants (357%) and Health & Fitness (345%).


Pharmaceutical advertisers most often utilised site search actions in their campaigns that drive consumers to mobile web or landing pages where more information can be featured.

The report is available for download here, (registration required)

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