In May, Mobilike, one of the top mobile ad companies in Turkey, joined the Opera Mediaworks family – so our Q3 State of Mobile Advertising report now includes insights from the three billion impressions they serve to mobile consumers in the Turkish and Middle Eastern markets.
Overall in the Middle East, Android is more common, with 63.4% of impressions being served to devices powered by Google’s operating system. Revenue is comparable, at 59%, which is more than its share (44.4%) on the global level in Q3. Adoption of iOS is lower, with both impressions (28.9%) and revenue (29.8%) staying below 30% share.
Compared to other emerging markets, however, iOS is gaining more traction in the Middle East than anywhere else. In Latin America, Android captures the vast majority of impressions (80.7%) with iOS adoption well below 20%, and in Asia Pacific, it is even lower (<5%).
Within the region, two countries stand out as being the most interesting to study: Turkey and Saudi Arabia. Within these two countries, internet users’ capability to access the mobile web is as good as many of the top countries in the world, with mobile internet penetration in the 70-th percentiles and Opera’s reach nearing 90% of users.
Using that data to take a closer look at mobile behavior, here’s what we found:
The Turkish population is using mobile devices to access news and information. More than 8 in 10 impressions are served in that publisher category. However, since content delivery for News & Information is primarily on mobile websites, that skews the app vs. web data mostly toward web (68%).
In Saudi Arabia, Games are most popular, with 55.9% of impressions served there, followed by Music, Video & Media. Since Games are mostly apps, that also skews the country’s app vs. web breakdown: 88% of impressions are served in an app.
So, how do you reach consumers in these two countries? For Turkey, serving ads on News & Information and Entertainment sites and apps would reach a good portion of the population. But for Saudi Arabia, given that the audience is split across 3-4 top publisher categories, you’d be better off diversifying across those instead of just focusing on one area.
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