Asia - Asian Mobile Ad Market on Growth Path

With the increasing rate of mobile phones adoption and penetration, it shows a positive relationship with the rate of mobile advertising. Because since everyone is holding the phone most of the time, why would marketers want to miss the golden opportunity of their ads being seen?

As the usage of smartphones, and advanced phones increase exponentially in the Asian markets, the growth scope for mobile advertisements is also on the rise. According to a recent Mobile Insights Report – Asia Regional Summary, released by InMobi, the world’s largest independent mobile ad network, the Asian mobile ad market grew by 25% to over 69.5 billion quarterly ad impressions in Q3 2011. The period taken is July to September 2011.

Talking about the market statistics Atul Satija, Vice President and Managing Director – Asia Pacific at InMobi, says “Asia continues to be an important growth market for InMobi. With increasing penetration of Android devices and cheaper data plans being seen across the region, we see significant growth of deeply immersive brand advertising on the mobile platform over the next year. What will also be interesting to see is a stronger application development ecosystem led by local app economies that are already emerging in Taiwan and Singapore, and will soon become prominent in markets like Indonesia, Thailand and Malaysia, among others.”

According to InMobi India is currently the number one mobile ad market with a high 47% market share. It is followed by Indonesia with 18.8% share, and Vietnam at 6.6% share. Surprisingly Japan and China which have a very high mobile phone usage are low in ranking in terms of mobile ad popularity. Japan has only 6.4% market, and China has 3.2% market.

The study further shows that the ad growth is driven more by smartphones than advanced phones. In terms of mobile OS, Android gained market share while other OSes experienced a decline, iPhone OS (-2.7%), Nokia OS (-2.2%) and Symbian OS (-1.1%). Android impressions grew by 7.5 share points in Q3 2011.

Satija also points out that with increased smartphone adoption; app impressions are expected to continue growing exponentially in the region. While Nokia impressions declined slightly this quarter, its devices still make up almost half the mobile ad impressions in Asia. The other vendors who make the top five list include Samsung with 20.6%, Sony Ericsson with 8.1%, Apple with 6.3% and HTC with 3%. Although Apple’s total share declined slightly, the iPhone 4 delivered the most impressions in the region with a 3.3% market share.

Source: By Staff Writer on 29th November 2011.

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