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In-app ads surpass mobile web

News, 26 July 2016

SINGAPORE: In-app advertising is overtaking the mobile web channel across almost all Asia-Pacific markets, according to a new report that found only India and Indonesia are continuing to garner more revenue from the mobile web.

That is a key finding from Opera Mediaworks, one of the largest mobile advertising platforms in the world, which examined data from hundreds of ad campaigns served on its platform.

For its Mobile First Insights report, Opera Mediaworks looked at global trends, including developments in Australia, India, Indonesia, the Philippines, Malaysia, Singapore, Thailand, and Vietnam.

It found mobile app advertising revenue forging ahead of the mobile web in most markets in the region, and by as much as 13 times in Singapore and Thailand.

In addition, click-through rates on apps are between 1.3 times to twice as high as mobile web click-through across all the countries surveyed.

"Asia Pacific is a massive and growing market for app usage and app advertising," said Vikas Gulati, Managing Director APAC at Opera Mediaworks.

"It's fascinating to see that some trends, such as high usage of gaming, are reflected across almost all Asia Pacific markets, despite the range of cultural, social and economic factors that vary between countries in our region," he added.

Looking at the games in particular, Opera Mediaworks found the category to have the highest number of ad impressions on its mobile platform in most countries in the region with the exceptions of India and Indonesia.

That is because Indian app users prefer to concentrate on video and music, the report found, while tech-savvy young Indonesians opt for technology and computing apps.

Turning to the top 100 apps that use its mobile ad platform, Opera Mediaworks also found that mobile users in Asia-Pacific spend about 46 minutes each in these popular apps, which is longer than the global average of 30 minutes.

Furthermore, the average session length of mobile users in Asia-Pacific is 9.6 minutes, which is also longer than the global average of 8.5 minutes.

Data sourced from Opera Mediaworks; additional content by Warc staff