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India records highest percentage of total ad mobile spends in APAC in 2015: Study

31-May-2016
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India records highest percentage of total ad mobile spends in APAC in 2015: Study

Over the last few years, Asia Pacific has become a hotspot for mobile advertising with developed mobile networks and a strong proliferation of smartphones, creating opportunities for mobile publishers and advertisers.

According to a recent report by Smaato, the global real-time advertising platform for mobile publishers and app developers, Android commands a lion’s share (67.9%) of the mobile operating system market in the APAC region, followed by iOS (22.2%) and Windows Phone (8.9%).

While apps related to books and music (34.1%) were most popular in the arts and entertainment category, gaming apps (14.4%) remain the rage in the hobbies and interests grouping. Dating apps (2.7%) topped the society category and mobile optimisation apps (2.2%) were the most downloaded in the technology and computing space.

The data also reveals that the fourth quarter (Oct-Dec) witnessed much higher monthly ad spending than the rest of the year, thus making it the best time to run ads, according to marketers in Asia in 2015.

One of the key takeaways of the data was that ad spending in APAC broke out from December 18 – 29, 2015 on the Smaato platform, which coincides with the Christmas season. In fact, Halloween generated much higher ad spending in APAC than Diwali/Deepavali in 2015. Also, February traditionally being the weakest month, even a festival as big as Chinese New Year is not enough to offset the month’s ad spending slump.

The data also explore mobile advertising traction in countries like India and Indonesia. According to data recorded on Smaato’s exchange, India recorded highest percentage (20%) of total ad spends in APAC followed by China at (16%) and Australia at (11%). Smaato believes that APAC, especially China, will surpass all other regions in ad spend and mobile usage should current growth trends continue.

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