According to a Q3 State of Mobile Advertising study six select APAC countries from Opera Mediaworks and the Mobile Marketing Association (MMA), India leads the region in overall revenue and traffic, accounting for more than half almost 53 per cent of impressions. India is the only country where platforms outside of Android and iOS support a relatively strong monetisation model and have a share of revenue that is nearly twice their share of impressions. However, it falls short in terms of monetisation potential, due to the relatively high, 25 per cent share of feature phones. The study also reveals that 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.
It was found in the study that Android is the leading OS for smartphones, with 67.1 per cent of impressions being served to those mobile devices and 30.4 per cent to feature phones.
Vikas Gulati, Managing Director for Asia, Opera Mediaworks said, “The ability to serve high impact and therefore high value rich media and video ads on smartphones is what is truly powering the monetisation potential of the region.”
Gulati added, “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.”
Key highlights from the APAC SMA Q3 report:
While Android market share in the P6 is similar to the global average (65.4 per cent), its share of revenue is higher – 54.9 per cent vs. 44.4 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.
Mobile video ad formats command higher eCPMs than rich-media display and even native ads in nearly all of the countries in the study.
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.
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 per cent of unique users to mobile stores and carrier portals are visiting from feature phones.
India, Indonesia, Malaysia and Vietnam all contain a strong percentage of Savvy Shoppers, with such favorite local sites as Tokopedia, OLX, Lelong and Chợ Tốt.
Rohit Dadwal, Managing Director, Mobile Marketing Association APAC, said, “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.”
Dadwal added, “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.”