MxMIndia

Tag: Opera Mediaworks

  • India is only country where platforms outside of Android and iOS support a relatively strong monetization model, reports Opera-MMA study

    India Shining in in mobile ad $$s & traffic

     

    By A Correspondent

     

    Asia Pacific (APAC) and Oceania are showing a clear and rapid transition to smartphones, according to a Q3 State of Mobile Advertising study from Opera Mediaworks and the Mobile Marketing Association (MMA), released recently. In India, 75 per cent mobile users have smartphones. Even in markets where the transition from feature phones to smartphones has been slower (Vietnam, Indonesia and the Philippines), about half of the mobile user base has moved to smartphones.

     

    A study of mobile users on Opera’s global mobile-ad platform in six select APAC countries found that Android is the leading OS for smartphones, with 67.1 75 per cent of impressions being served to those mobile devices. 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.

     

    “The ability to serve high-impact – and therefore high-value – rich-media and video ads on smartphones is what is truly powering the monetization potential of the region,” observes Vikas Gulati, Managing Director for Asia, Opera Mediaworks. “These ad types are effective at attracting, engaging and ultimately converting mobile consumers. India leads in over all traffic and the top three categories for ad impressions are Mobile stores and career portals, social networking sites and apps, and sports.”

     

    Below are the key findings from the study of the APAC “P6” – India, Indonesia, Malaysia, the Philippines, Thailand and Vietnam – plus Australia.

     

    Key highlights from the APAC SMA Q3 report:

     

    Mobile-device market share and ad types:

    >> While Android market share in the P6 is similar to the global average (65.4 75 per cent), its share of revenue is higher – 54.9 75 per cent vs. 44.4 75 per cent globally. This is likely the result of Android being the go-to OS for smartphones and thus the chosen platform for high-value brand campaigns.

    >> India leads the region in overall revenue and traffic, accounting for more than half (53 75 per cent) of impressions. It falls lower, however, in terms of monetization potential, due to the relatively high (25 75 per cent) share of feature phones. Still, compared to other feature-phone-dominated markets, its share of revenue is equitable to that of impressions, indicating a relatively strong monetization model on “other” platforms.

    >> Mobile video ad formats command higher eCPMs than rich-media display and even native ads in nearly all of the countries in the study.

     

    Top publisher and mobile-app categories:

    Mapping content trends by country, Opera Mediaworks and the MMA found that while each country demonstrates a unique profile in terms of audience interests, there were some patterns:

     

    >> Mobile stores and carrier portals are the most popular category in most of the countries, the result of feature-phone owners needing to access content and apps through these channels. In fact, 88.5 75 per cent of unique users to mobile stores and carrier portals are visiting from feature phones.

    >> Social Networking is the most or second-most popular category for five of the seven countries. It is noticeably missing from the top three in Australia, which is instead dominated by Entertainment, Sports and News & Information.

    >> In three countries (India, the Philippines and Vietnam), nearly 8 in 10 impressions are served to the top three categories, indicating highly condensed interest areas. Malaysia and Thailand, on the other hand, show traffic going to a wider set of categories.

     

     

    “Asia Pacific is a truly diverse region, and the growth and maturity of mobile marketing has seen the region’s power markets grow from four to six,” says Rohit Dadwal, Managing Director, Mobile Marketing Association APAC. “Collaborating with Opera Mediaworks on this report allows us to make all this data available for marketers, advertisers and publishers and ensure that the industry can adapt and evolve to ensure the region continues to create industry-winning mobile campaigns.”

     

  • Use of Android phones is primary reason for the growth in mobile usage, says Opera Mediaworks & Mobile Marketing Association report

    India among Top 4 data consumers in APAC

     

    By A Correspondent

     

    This may come as no surprise to many. India is among the top four data-consuming countries in the Asia Pacific region, when it comes to smartphones. A recently-released study by mobile ad platform Opera Mediaworks and the global body, Mobile Marketing Association, shows that India, Indonesia, Vietnam and the Philippines, have seen a dramatic 545 per cent increase in the adoption of smartphones since 2013. The four countries have been dubbed the ‘Power 4’ or P4, according to the APAC State of Mobile Advertising report. The findings are based on Second Quarter of 2015 data from 400 million unique users on the Opera Mediaworks platform.

     

    According to Rohit Dadwal, Managing Director, Mobile Marketing Association APAC: “We believe marketers in Asia are best positioned to be leaders in global mobile innovation, building campaigns that harness the potential of the medium and the mobile audience. Opera’s stunning data proves that the future of mobile lies in Asia.”

     

    “India remains one of the most exciting markets in Asia when it comes to smartphone adoption, and rapid shift of consumers to make mobile as primary screen,” says Vikas Gulati, Managing Director, Asia, Opera Mediaworks. “Mobile advertising, on the other hand, is highly underrepresented in India and there is massive opportunity for advertisers to connect with the prime prospects, deliver rich and meaningful experiences at a time and place when it matters the most.”

     

    Mobile growth can largely be attributed to the rapid adoption of Android devices. In the second quarter, the Android operating system took the No. 1 position in the market share of impressions served to mobile devices, accounting for more than 60 per cent of traffic in APAC and over 55 per cent in India.

     

    Findings for India indicate that nine out of 10 mobile users in India are male, and Indian users are overwhelmingly young; the average user age being under 23. About 50 per cent of them are between 18-23 years old. And while the most visited mobile sites and apps by users in the P4 region are in the social networking category, Indian users are more drawn to sites and apps that serve music, video, media and entertainment, followed by technology content. The top three countries in the P4 region in terms of data consumption are Vietnam, Indonesia and India, and the average data consumption in these countries respectively is around 90, 65 and 60 MB per month.

     

    Moreover, in India, social networking sites and apps provided the highest number of impressions for advertisers, followed by news and information, and sports. The impressions of advertising on communication services is much higher than the global average by — and as much as 15x higher — for revenue.

     

    The P4 countries represent less than half (43 per cent) of the population of Asia, account for less than 30 per cent of regional internet users — yet over 76 per cent of these users access the internet via mobile. For India, Opera estimates that 77 per cent of internet users can access the web via a mobile device. Business, finance and investing publishers fared well, accounting for a whopping 42 per cent of revenue paid to mobile publishers across the P4 region.

     

    “Opera Mediaworks represents almost 50 per cent of audience share of the market in India. We are making significant investments to grow the ecosystem, share insights on consumer behaviour and trends in mobile content consumption to help marketers better leverage the mobile opportunity,” adds Gulati.

     

    The full report can be accessed at: http://www.operamediaworks.com/innovation-and-insights/state-of-mobile-advertising-apac-2015-q2