A new study from Opera Mediaworks has looked at where mobile advertising money is being spent in the Asia-Pacific countries (APAC), and perhaps more than anywhere else in the world, app ads are dominating general mobile ads. In two of the most significant countries in the region, Singapore and Thailand, in-app ad spend is more than 13 times greater than normal mobile web advertising.
The research looked at information from the 1.4 billion Opera users in the region.
While overall app ad spend is far outpacing mobile web spend, that is not the case in every country in the region. In India, mobile web spending is still slightly outpacing in-app spend, and it is in Indonesia as well.
Marketers who are investing in the in-app ads are doing so based on the data that is available. Click through rates for in-app ads are 1.3 times greater than those on mobile web.
The managing director of Asia at Opera Mediaworks commented saying, “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.”
Whether you are marketing in this region of the world or not, it is good information as the trend toward in-app advertising is going to continue everywhere.