Android dominates impressions in APAC region, but monetisation potential still below global average

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According to the latest APAC: The State of Mobile Advertising – Q2, 2015 report from Opera Mediaworks, smartphone adoption continues to rise in the APAC region, with India, Indonesia, Vietnam and the Philippines (countries Opera refers to as P4) experiencing a 545% rise in adoption since 2013. During the second quarter 2015, Android was the market share leader in impressions served to mobile devices. It represents 60% of traffic in APAC and 70% in P4 regions.

P4 countries drive Android impressions

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Source: operamediaworks.com

Compared to the global average, P4 countries have a much larger share of “Other” operating systems. Whilst these devices don’t monetise at the same rate as iOS or Android, they drive impressions. Overall iOS adoption has been slower than the global average, particularly in Indonesia and India, where incomes are lower.

P4 countries have a higher percentage of “Other” devices

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Source: operamediaworks.com

However, because “Other” devices monetise at lower rates, the APAC region falls below that of the global average for its money-earned-to-impressions-served ratio.

P4 revenue and impressions below that of global average

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Source: operamediaworks.com

Demand for mobile video adverts has been rising steadily across the globe and APAC is no exception. The Philippines have the highest ratio of video ad impressions, exceeding the global standard (1:1 ratio). India and Vietnam mobile video rates exceed the Asian average.

Mobile video units exceed the global average in the Philippines

Source: operamediaworks.com

Overall, various media categories represent strong differences in monetisation across P4 countries. Games rank highest for eCPM paid, driven by the Vietnamese market. The research also found that large user bases don’t necessarily drive eCPM. Social networking apps experienced a high percentage of users across the P4, but only in the Philippines did this result in increased eCPM.

More users do not necessarily equal higher eCPM

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Source: operamediaworks.com

Vikas Gulati, MD, Asia, Opera Mediaworks, summarises:

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“It’s an exciting time to be a mobile marketer in Asia Pacific right now. The region is predicted to have 2 billion smartphone users by 2019, and APAC’s mobile screen minute average is higher than global averages, thanks to the higher demand for mobile video. This is due in part to publishers creating more video-friendly environments and mobile audiences surpassing TV-like scale. Since growing our team in Asia, Opera Mediaworks is poised to meet the demands of mobile-video advertising in this region.”