Tag: mobile advertising trends

Mobile advertising revenue in India takes the lead among Asia Pacific nations

The country is already the fastest growing market for smartphones and is now leading in ad earnings.

India has now become the top APAC (Asia Pacific) market in terms of the speed of growth of smartphone ownership and with that, the country has now risen to the point in which it is also leading in the area of revenues generated through mobile advertising.

This trend is being credited to a considerable change in the country’s online marketplace due to smartphone ownership.

A rapidly growing number of mobile device owners have turned away from their old feature phones and have purchased smartphones in order to be able to take advantage of a whole range of additional features. That said, digital marketing trends in the country are also pushing a rising number of marketers, retailers, entrepreneurs and even filmmaker to look to mobile advertising in order to reach this growing number of consumers who don’t go anywhere without their smartphones.

A new report has shown that in India, the mobile advertising opportunities are rising to an astronomical level.

Mobile Advertising - IndiaThe Mobile Marketing Association (MMA) and Opera Media Works have released the results of their Q3 State of Mobile Advertising research in which they discovered that “In India, 75% 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.”

Furthermore, among the smartphone based users of the global mobile ad platform from Opera among s6 countries in the APEC region, it was found that the top operating system among smartphone owners is Android, with a massive 67.1 percent market share of mobile ad impressions.

Dr. VIkas Gulati from Opera Mediaworks Asia explained that in terms of mobile advertising, it is video ads that are truly paving the way for monetization throughout the APAC region. That format is drawing attention, engaging people and is “ultimately converting consumers.” Gulati added that “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.”

Mobile marketing is falling under viewing trends

Only 10 percent of digital ads are delivered in a way that is compatible with smartphones and tablets.

According to recent research findings from JW Player, only 10 percent of all ads are mobile marketing compatible, which has – according to the report on the results – revealed that advertisers are greatly missing out on a highly engaged target audience that is considerable in size.

Advertisers are not properly leveraging the mobile channel when it comes to their ad placement, said the report.

The research showed that around the world, audiences are watching video content on their mobile devices 30 percent of the time. This is particularly true on smartphones, as only 6 percent of video viewers use their tablets to do so. However, it pointed out that mobile marketing is not focusing on that very large number of viewers, despite the fact that it represents nearly one third of the video watchers.

The founder of JW Player has cautioned firms that mobile marketing will be critical for their future success.

Mobile Marketing TrendsJW Player founder, Jeroen Wijering, explained that “It is vital for content creators to stay up to date on the currently industry trends and technology usage in order to best advance their online video strategy.” He went on to point out that while there has been an overall solidification in the market, there has yet to be a widespread adoption of the most strategic video standards across the industry, particularly when it comes to marketing firms.

The company is hopeful that their Trends in Online Video Report will help to provide the insight that is necessary for greater HTML5 adoption so that viewers who prefer to use mobile devices will be able to see online video that is supported by their technology of preference.

The JW Player video mobile marketing research discovered that beyond adapting to new formats over smartphones and tablets, advertisers also have ad blocking tech that they will need to overcome. This is particularly the case among European audiences. The global ad blocking rate currently sits at around 10 to 30 percent of users. According to JW Player, one of the primary drivers behind the use of the blockers is that viewers are increasingly frustrated by the intrusive banner ads that they are forced to see, and they want more control over their video experiences.