Nielsen Probes Mobile Ad Impact From Smartphone Explosion Across Asia

With smartphone adoption surging across Asia, it would seem like a natural consequence for mobile advertising to surge in lockstep.

But while the rate of mobile advertising is growing exponentially, Asia Media Journal says advertisers “are yet to identify the key to effective engagement via mobile advertising.

The information in the report comes from a recent global study undertaken by Nielsen.

Nielsen’s latest Smartphone Insights Study was conducted across 39 markets globally and highlighted the prevalence of smartphones in the Asia Pacific region in recent years.

With advertisers and media owners looking to leverage the burgeoning smartphone market, Nielsen’s Smartphone Insights study found that the smartphone users most likely to have been exposed to mobile advertisements in the past month were those in China (77%), Malaysia (74%), Korea (66%) and Hong Kong (66%).

Frequency of exposure to mobile advertisements was highest in Japan and Korea (74% exposed at least daily) and Hong Kong (65%). Resistance to mobile advertising remains high, however, with many smartphone users reporting to never click on mobile advertisements.

“The constant connectivity of smartphones provides an ideal platform for advertisers to reach their consumers, however, to date we are seeing a significant level of resistance among smartphone users towards mobile advertising,” says Vishal Bali, Managing Director of Nielsen’s Telecom Industry Group in the APMEA Region. “Hence, it becomes important for advertisers to understand various factors that can help to improve acceptance levels and provide a better ROI.”