APAC shows highest growth in ad spends over mobile web: Smaato report

MUMBAI:  Real-time advertising platform Smaato recently released its Global Trends in Mobile Programmatic report, by analysing data from billions of mobile ad impressions served on its exchange during the first half of 2015. As per the report, Asia Pacific countries recorded the highest growth during the first half of 2015 with India growing by 279 per cent followed by Singapore 225 per cent, Indonesia, 142 per cent and Malaysia 126 per cent.

“Asia Pacific (APAC) showed the most growth during the first half of 2015 vs. the first six months of 2014, with China delivering an astounding 315 per cent increase in growth, India showing a 279 per cent increase in growth and Singapore growing by 225 per cent. More disposable income means bigger and more powerful smartphones; this in turn drives both the publisher/app developer and mobile advertiser ecosystems that rely on Smaato’s platform,” reads the report.

When it comes to Smaato exchange, the report suggests India takes the second rank in top 10 countries list by supply and ranks third by spending.

“Rich media and larger ad sizes are becoming increasingly popular in the Asia-Pacific as marketers use more creative and engaging content to get their messages across,” said  Smaato Asia Pacific vice president and general manager Malcolm Wong.

“The average individual would have about 27 applications on their smartphone (Nielsen 2014), and with a voracious appetite for mobile applications observed in the Asia-Pacific, more advertising budgets could be expected to shift to mobile in future,” added Wong.

Social apps like Facebook and Twitter could be the driving force behind this surge in mobile web usage. According to a recent report from IAB, 52 per cent of smartphone owners say they tap links in mobile apps that take them to web articles they want to read.

“The shift to mobile began with the mobile web - and then apps took over,” said Smaato CEO Ragnar Kruse. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies -whether it be the size of ads or the use of rich media - must be created with both app and mobile web usage in mind,” he added.

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