- Category: June 2016 - Mobile Marketing
In the past few years, Asia Pacific has flexed its muscles to become the next hotspot for mobile advertising, showcasing now developed mobile networks and a strong proliferation of smartphones that provide many opportunities for mobile publishers and advertisers.
Analyzing and serving data from over 300 billion ad impressions each month, which are auctioned through a network of over 450 demand partners, is Smaato’s bread and butter. Its global real-time advertising platform, for instance, just proved that data is the new mobile currency by revealing that ads with GPS coordinate data increase eCPMs by 162%. The trends and emerging patterns Smaato uncovered, that impact the entire mobile industry, include the facts that last year has been transformational for mobile, since mobile exceeded desktop for the first time, apps dominate mobile websites in terms of global ad spend, and Android’s eCPM growth rate was much stronger than that of iOS during Q4 2015.
Smaato created the following infographic that explores mobile advertising in APAC making use of data analytics and user behaviour observed on its platform.
The infographic shows popular mobile OS market share in APAC, the top five categories by ad request and the best time to run ads according to marketers in Asia in the year 2015. Further, it reveals how cultural festivals and holidays in Asia impact mobile advertising and ad spending in Asia.
Considering that the world continues to shift to mobile – by 2020, 90% of the world’s population is expected to have a mobile phone – data represents a powerful new tool since advertisers pay significantly more money to publishers that provide accurate data.
“Data truly is the new mobile currency,” said Ragnar Kruse, CEO and cofounder of Smaato. “It’s a win-win-win. Making use of this data maximizes revenue for publishers, it allows advertisers to reach their target audience effectively, and the end user gets a better, more relevant ad experience. Now more than ever, it pays to know who your users are.”
In fact, the company is convinced that APAC, especially China, will surpass all other regions in ad spend and mobile usage, in case the current growth trends continue.
For more details you might want to check out Smaato’s Q4 2015 Global Trends in Mobile Advertising report that offers useful insights into the mobile programmatic advertising landscape worldwide.