Mobile web emerging as advertisers' favourite: Smaato study

14th September 2015
Mobile web emerging as advertisers' favourite:  Smaato study

Bangalore, September14, 2015:  While apps still command the market for overall ad spending on mobile, spending on the mobile web increased by 100 percent over the past year, finds a study by .- Smaato, the leading global real-time advertising platform. Social apps like Facebook and Twitter could be the driving force behind this surge in mobile web usage.
 Asia Pacific countries recorded the highest growth in  mobile ads inventory and spending, during the first half of 2015 compared to the same period in 2014. China grew by 315%, India, 279%, Singapore 225%, Indonesia, 142%, and Malaysia, 126%.
|Smaato analysed data from billions of mobile ad impressions served on its exchange during the first half of 2015 to reveal that mobile web usage is soaring.  According to a recent report from IAB, 52 percent of smartphone owners say they tap links in mobile apps that take them to web articles they want to read.
“The shift to mobile began with the mobile web - and then apps took over,” saysRagnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies - whether it be the size of ads or the use of rich media - must be created with both app and mobile web usage in mind.”
Smaato also found that advertisers are doubling down on targeting families and parents on mobile. Spending on this demographic increased by over 300 percent over the past year, while the second most lucrative vertical only rose by 87 percent. Brands and advertisers no longer exclusively see mobile users as young and tech-savvy. 72 percent of kids eight and under have used tablets or smartphones, according to a study from Common Sense Media, and brands are doubling down on mobile to tap into this lucrative market.
Additional findings from the report include:
●        App developers and publishers who provide age and gender information make four times as much in ad revenues as those who do not.
●        Larger ad sizes are surging in popularity, especially in developing markets. Spend on larger ads (300x250 and up) rose by over 250 percent - in sharp contrast with the overall spend on the original app-only banner ad size (320x50), which only increased by 30 percent.
●        Publishers and app developers who make room for rich media in their apps and on their websites are making 83 percent more money than those who don’t.
●        Android apps continue to lead the pack in terms of mobile ad impressions, commanding 32 percent of the overall market. iOS apps come in second with 20 percent, while Windows apps have 5 percent.
“Rich media and larger ad sizes are becoming increasingly popular in the Asia-Pacific as marketers use more creative and engaging content to get their messages across,” said 
“The average individual would have about 27 applications on their smartphone (Nielsen 2014), and with a voracious appetite for mobile applications observed in the Asia-Pacific, more advertising budgets could be expected to shift to mobile in future,” says  Malcolm Wong, Vice President & General Manager, Asia Pacific, Smaato.
 San Francisco -based Smaato is the global real-time advertising platform for mobile publishers and app developers. Smaato runs the world’s largest independent mobile ad exchange and has been pioneering innovative, mobile-first solutions for publishers since 2005. Download the full report on mobile advertising for the first half of 2015 here