The Asia Pacific region is leading in mobile ad request with a growth of 44%. This is almost twice the average growth of the Americas and EMEA regions, both of which are pegged at 23%.
This was the conclusion of the Global Trends in Mobile Advertising H2 2018 report by Smaato, which offers programmatic insights designed to help publishers and advertisers with their decision-making on ads.
Among others, the report investigated in-app growth, advertising spending, mobile video and advertising fraud.
The mobile ad market is healthy, according to Smaato, with significant growth across all key advertising metrics, including ad request volume and eCPMs. Demand and supply both increased year-over-year, as advertisers direct more money into mobile advertising.
In the APAC, India stood out from the pack with a 425% growth in mobile ad requests. This was more than twice the growth rate of the fastest growing markets in EMEA and the Americas, which were led by Spain at 152% and the USA at 170% respectively.
Smaato says India’s meteoric ad request growth is characteristic of an emerging mobile market in which the number of mobile device owners, their time spent on mobile, and overall app downloads all rise quickly.
When it comes to the top countries for eCPM growth, Singapore (154%), Japan (125%), Australia (111%), Hong Kong (99%) and Indonesia (96%) topped the charts. As comparison, eCPMs increased in the United States by 79% and in Canada by 70%, while Switzerland (92%) and the United Kingdoms (66%) topped the chart in the EMEA.
“The impressive ad request and eCPM growth in APAC are driven by app developers finding new ways to better monetize their content even as consumers are spending more time on apps. Advertisers from all verticals are realizing that apps are where consumers are — and they are directing more funds into this channel,” Smaato APAC managing director Alex Khan said.
“With app usage increasing across the region, there will also be more monetization opportunities for mobile publishers.”
The full report can be downloaded here(free registration).
First published in CMO Innovation