Mobile video advertising is fastest-growing format in APAC region

Smartphone use in the Asia Pacific region continues to grow at a pace on par with the rest of the world, with page-view volume on mobile websites and apps approaching global averages, according to today’s APAC State of Mobile Advertising report from Opera Mediaworks in partnership with the Mobile Marketing Association. The findings in the report are based on Q2 2015 data from 400 million unique users on the Opera Mediaworks platform.

India, Indonesia, Vietnam, and the Philippines, countries which Opera refers to as the “P4” (Power 4) sub-region, has seen a dramatic 545% increase in smartphone adoption since 2013, making it one of the fastest growing sub-regions in the world.

There is high demand for and rapid adoption of mobile video-ad units across the globe. Within the P4 region, the Philippines has the highest ratio of video-ad impressions served in its market and has exceeded the expected global standard (ratio of 1:1). Both India and Vietnam have exceeded the average across all of Asia (0.41:1).

“It’s an exciting time to be a mobile marketer in Asia Pacific right now. The region is predicted to have 2 billion smartphone users by 2019, and APAC’s mobile screen minute average is higher than global averages, thanks to the higher demand for mobile video,” says Vikas Gulati, Managing Director, Asia, Opera Mediaworks. “This is due in part to publishers creating more video-friendly environments and mobile audiences surpassing TV-like scale. Since growing our team in Asia, Opera Mediaworks is poised to meet the demands of mobile-video advertising in this region.”

Click here to see the full report.