Following its recent study of the usage of mobile devices in the region and the opportunities they present, Integral-OMG, the research arm of Omnicom Media Group MENA, partnered with digital marketing agency Resolution and Google to produce a mobile white paper titled: Upward Mobility: Reflecting on the Growth of Mobile in MENA. As mobile penetration rates approach 200 percent in the region, the adoption of the medium by publishers and advertisers will also grow over the coming years. This reflects the role these ubiquitous devices play in targeting consumers ever more precisely.

The research shows that an average smartphone user in the region currently spends upwards of four hours on these devices. Google reports that consumers in the UAE have an average of three Internet-enabled devices, out of which mobile accounts for 50 percent of YouTube viewership in Saudi Arabia. It is therefore no surprise that mobile today is more than just a device or a channel; it’s essentially becoming a habit and one that allows marketers to reach their target consumers in a more effective way. By 2020, Omnicom Media Group estimates that 58 percent of all digital investments in the region will be on mobile.

While there is a lag – globally and regionally – between users’ adoption of the medium and that of advertisers and publishers, this gap is being bridged over time. The paper outlines what changes need to take place for all parties to realize the full potential of this ubiquitous platform.

“Our latest white paper takes a closer look at the state of mobile in the region and analyzes the implications on the communications industry,” says Ziad Skaff, regional executive director – research and insights at Omnicom Media Group MENA. “It not only goes beyond the top-line penetration and usage figures, but also explores the behaviors of users, advertisers and publishers. Mobile devices will continue to transform the way we target and communicate with consumers. In order to capitalize on the opportunities presented by the media, the mindset of the industry has to similarly evolve.”

Wassim Kabbara, head of e-commerce, retail and local at Google MENA, says: “The region has one of the highest number of smartphone users in the world. With more than half of search queries and YouTube views coming from mobile, and 90 percent of users who are online daily on their devices, the opportunities are endless. One of our top priorities in MENA is to help businesses become mobile leaders in their own right, offer best practices and help them innovate through this medium beyond just advertising.”

Upward Mobility is the latest in a series of white papers published by Omnicom Media Group MENA.