APAC SMA 2015 - Q3Android leads across APAC, iOS leads in AustraliaInsights presented by Opera Mediaworks in partnership with the Mobile Marketing AssociationAs of the close of the third quarter, Opera’s reach in Asia Pacific (APAC) and Oceania is over 400 million unique users each month. The APAC region is the largest global market on our platform in terms of unique users. However, it is no. 2 when measured by impressions served and no. 3 for revenue generated. Despite its inclusion of mobile-marketing powerhouse Australia, Oceania, because of its small population, still trails the other global regions as a combined entity. Mobile-device market share and ad typesThe feature phone still lives – but only monetizes well in India Feature phones are not particularly valuable for mobile advertising due to their limited capacity for rich-media and video ad impressions, so the monetization potential (ratio of revenue to impressions) in most of these markets is poor. India is the only country where platforms outside of Android and iOS support a relatively strong monetization model, with platforms other than Android and iOS having a share of revenue that is nearly twice their share of impressions. Mobile video advertising lifts monetization levelsAmong the seven countries we focus on in this report, India has the most impressions and revenue. However, when looking only at monetization potential, India falls well behind others in the region. Australia has the highest ratio of video ad impressions to overall impressions and is currently the global leader in revenue driven by video, with a disproportionate amount coming from that ad type. Top publisher and mobile-app categoriesTo find what mobile users in APAC and Oceania are using their phones for the most, we looked at the top-three mobile site and app categories visited in each of the seven countries in this study. This resulted in seven leading regional categories: By charting the volume of impressions served to each of these categories, we can see the profile of each country and gain a deeper understanding of how consumers in those countries use their mobile devices. The first observation is that each country we analyzed has a different content interest profile. While the country pairs of India & Indonesia and Thailand & Vietnam show similar categories of audience interests, each country has a different ranking order of interests. Only in the case of Thailand and Vietnam did we see the same three top categories and the same number one category: Mobile Stores and Carrier Portals*. This is likely due to their close geographic proximity and the continued use of less-capable feature phones in those markets. Mobile content trends by country India Indonesia Australia Malaysia The Philippines Thailand & Vietnam Broader insights across the region Audience behavior and interestsAnalyzing contextual attributes of users by measuring the performance of the different categories of sites and apps is one way to gauge audience size and interest. However, for advertisers, a more detailed analysis of behavioral characteristics is needed to identify the audience segments that meet campaign objectives. For example, while Social and News & Information may be popular in terms of visits and unique users, they do not identify interesting segments for a brand advertiser. Top audience segments A few of the most common and desirable audience segments for advertisers are: Savvy Shoppers, Travelers, Gamers and High-tech Enthusiasts. The chart below shows how these audience segments are represented within each of the markets in this study. The shares shown represent the percentage of the total audience in each country that we define as a member of that audience segment. Observations from this breakdown: Audience snapshots: Gamers and Savvy ShoppersGamers lean toward iOS in Australia, but Android elsewhere No. 1 gaming app = Cut the Rope Savvy Shoppers in four countries APAC audience profiles Methodology Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post APAC SMA 2015 – Q3 appeared first on Linking News. from https://www.linkingnews.com/state-of-mobile-advertising-apac-2015-q3/ from https://pressreleasedistn.tumblr.com/post/184476219867
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