Benefits of advertising on mobile devices in Europe

Brands looking to reach consumers through mobile video ads should consider targeting areas outside the United States as the number of smartphones and tablets owned rises worldwide.

Posted on Dec 10, 2012 by YuMe

Brands looking to reach consumers through mobile video ads should consider targeting areas outside the United States as the number of smartphones and tablets owned rises worldwide. In particular, Western Europe is becoming a more sought-after region for marketers as the ownership rates there increase. For example, the United Kingdom's branch of the Internet Advertising Bureau (IAB) reported that there are more than 4.1 million tablets in the country, and about 51 percent of all U.K. residents own a smartphone. In France, an estimated 22.5 million cellphones will be sold in the country through the end of this year, Les Echoes reported.

As the number of smartphones and tablets in Western Europe has increased, so too has the market for advertising on mobile. For example, IAB reported that more than £203 million (approximately $327 million) was spent on mobile spots in 2011, with the industry growing 157 percent from the previous year.

"With 26 million smartphone owners now in the U.K. – the opportunities for brands to interact with consumers in a more innovative and relevant way are endless," Jon Mew, IAB's director of mobile and operations, said in a March statement. "So it’s no surprise to see mobile advertising continuing to grow at such an overwhelming and encouraging rate."

YuMe's role in the growing European mobile ad sector
Helping to lead the rise in advertising on mobile devices in the U.K. and France is YuMe, which earlier this month announced that it is opening a new office in France and that the company has become the market leader in terms of revenue and volume for mobile advertising in the two Western European countries.

From March to September of this year, YuMe delivered over 1.2 billion ad impressions. In addition, the company delivered more than 300 campaigns for about 140 publishers and approximately 80 major brands in 2012. As a result, its U.K.-based ad revenue rose 580 percent over the past 12 months, and its revenue from French campaigns increased 450 percent over the past six months.

"With the strong growth in mobile video advertising,it is extremely important for YuMe to be present in both the UK and now France and beyond to engage with and sign new regional publishers and advertisers to help them monetize their inventory," Owen Hanks, YuMe's European general manager, said in a December statement. "We also offer an advantage to U.S. publishers and advertisers wanting to extend their global presence, while working with a single partner, YuMe."