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Apple Overtakes Nokia In European Mobile Advertising, Android Leading

Apple has surpassed Nokia in terms of mobile advertising impressions in Europe during the second quarter of 2011.

According to the report released by mobile advertising firm InMobi, Apple devices received 2 billion ad impressions in the second quarter, accounting for 19.5 per cent of the European mobile ad market, a rise of 3.3 per cent.

Meanwhile, troubled Finnish mobile phone maker Nokia saw its European ad market share drop by 0.9 per cent to 18.7 per cent in the second quarter of 2011.

“The Q2 2011 results show another major inflection point for mobile advertising in Europe. Smart devices, driven by iPad, iPhone, and Android devices, are now defining the mobile experience for the majority of Europeans,” said Rob Jonas, MD for EME with InMobi.

“The next phase of mobile advertising is upon us. It is now up to brands and agencies to capitalise with immersive, creative experiences delivered at scale for consumers,” he added.

European markets were showing exceptional growth in the mobile advertising market, InMobi found, with UK and Spain leading the way. The overall InMobi mobile advertising network in Europe grew by 21 per cent.

While Apple seems to lead the mobile advertising market in terms of hardware, Google’s Android led the market for ad impressions among smartphone platforms, registering 2.67 billion ad impressions, an increase of 5 per cent.