Opera Mediaworks says Asia-Pacific is now the “fastest-growing region in mobile advertising,” with 70% growth in ad impressions year-over-year.
The firm’s newest State of Mobile Advertising report refers to India as the single-most powerful driver of the Asia-Pacific market.
Specifically, we’re told that mobile-ad impression volume has grown 260% since July 2013.
“This is primarily due to the rapid, country-wide shift from feature phones to smart devices, which is dominated almost entirely by the Android platform (41.7% share vs. a paltry 0.4% for iOS),” the report summary reads.
“The biggest trend that we identified was really about future opportunity,” explains Mahi de Silva, CEO of Opera Mediaworks. “Mobile users in India who have shifted to smartphones have done so with Android, and we can see that those users are far more interested in categories like News & Information, Arts & Entertainment and Business, Finance & Investing than the India average. Given the high monetization we’ve seen from these categories on a global level, it’s clear that both advertisers and publishers that can deliver rich user experiences on mobile sites and apps in those categories are going to be successful in India, as well.”