India Shining in in mobile ad $$s & traffic

25 Nov,2015


By A Correspondent


Asia Pacific (APAC) and Oceania are showing a clear and rapid transition to smartphones, according to a Q3 State of Mobile Advertising study from Opera Mediaworks and the Mobile Marketing Association (MMA), released recently. In India, 75 per cent mobile users have smartphones. Even in markets where the transition from feature phones to smartphones has been slower (Vietnam, Indonesia and the Philippines), about half of the mobile user base has moved to smartphones.


A study of mobile users on Opera’s global mobile-ad platform in six select APAC countries found that Android is the leading OS for smartphones, with 67.1 75 per cent of impressions being served to those mobile devices. India is the only country where platforms outside of Android and iOS support a relatively strong monetization model, with platforms other than Android and iOS having a share of revenue that is nearly twice their share of impressions.


“The ability to serve high-impact – and therefore high-value – rich-media and video ads on smartphones is what is truly powering the monetization potential of the region,” observes Vikas Gulati, Managing Director for Asia, Opera Mediaworks. “These ad types are effective at attracting, engaging and ultimately converting mobile consumers. India leads in over all traffic and the top three categories for ad impressions are Mobile stores and career portals, social networking sites and apps, and sports.”


Below are the key findings from the study of the APAC “P6” – India, Indonesia, Malaysia, the Philippines, Thailand and Vietnam – plus Australia.


Key highlights from the APAC SMA Q3 report:


Mobile-device market share and ad types:

>> While Android market share in the P6 is similar to the global average (65.4 75 per cent), its share of revenue is higher – 54.9 75 per cent vs. 44.4 75 per cent globally. This is likely the result of Android being the go-to OS for smartphones and thus the chosen platform for high-value brand campaigns.

>> India leads the region in overall revenue and traffic, accounting for more than half (53 75 per cent) of impressions. It falls lower, however, in terms of monetization potential, due to the relatively high (25 75 per cent) share of feature phones. Still, compared to other feature-phone-dominated markets, its share of revenue is equitable to that of impressions, indicating a relatively strong monetization model on “other” platforms.

>> Mobile video ad formats command higher eCPMs than rich-media display and even native ads in nearly all of the countries in the study.


Top publisher and mobile-app categories:

Mapping content trends by country, Opera Mediaworks and the MMA found that while each country demonstrates a unique profile in terms of audience interests, there were some patterns:


>> Mobile stores and carrier portals are the most popular category in most of the countries, the result of feature-phone owners needing to access content and apps through these channels. In fact, 88.5 75 per cent of unique users to mobile stores and carrier portals are visiting from feature phones.

>> Social Networking is the most or second-most popular category for five of the seven countries. It is noticeably missing from the top three in Australia, which is instead dominated by Entertainment, Sports and News & Information.

>> In three countries (India, the Philippines and Vietnam), nearly 8 in 10 impressions are served to the top three categories, indicating highly condensed interest areas. Malaysia and Thailand, on the other hand, show traffic going to a wider set of categories.



“Asia Pacific is a truly diverse region, and the growth and maturity of mobile marketing has seen the region’s power markets grow from four to six,” says Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Collaborating with Opera Mediaworks on this report allows us to make all this data available for marketers, advertisers and publishers and ensure that the industry can adapt and evolve to ensure the region continues to create industry-winning mobile campaigns.”


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