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In-app advertising overtakes mobile web in APAC: MFI report

Adrian M. Reodique | July 25, 2016
Games category has the highest number of ad impressions across most markets in APAC.

In-app advertising is overtaking the mobile web channel in almost all markets in the Asia Pacific (APAC) region. 

This is according to the Mobile First Insights (MFI) report of Opera Mediaworks which examined the data from global ad campaigns and impressions on its platform. APAC markets included in the study are India, Thailand, Malaysia, Indonesia, Vietnam, Philippines, and Australia.

The report found that click-through on apps was between 1.3 times to twice as high as mobile web click-through across all countries in the region. App advertising revenue has also surpassed the mobile web channel by as much as 13 times in Thailand and Singapore. India and Indonesia are the only markets in the region where revenue is still higher from mobile web.

Meanwhile, mobile users in APAC spent most of their time on games and broad-based entertainment applications such as news, arts, and music.

Users also spend 46 minutes each in popular apps from the top 100 apps that use Opera's mobile ad platform. Essentially, the average session length of mobile users in the region was 9.6 minutes which is longer that the global average of 8.5 minutes.

In line, the games category generated the highest number of ad impressions in most countries in the region except for India and Indonesia where music, video and media category, and technology and computing have the highest ad impressions, respectively.

Despite this, the report found the ad impressions on game apps do not have the highest conversion rates nor the highest click-through rates. Advertisements on sports, health and fitness convert better than other categories in most APAC markets, except for Australia where shopping ads have the best conversion.

"Asia Pacific is a massive and growing market for app usage and app advertising," said Vikas Gulati, Managing Director at Opera Mediaworks in Asia. 

"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. We hope this new report will serve the needs of brands, agencies and publishers alike, and that it will be something that they look forward to every quarter because of the invaluable insights and category best practices that can be applied to their business," Gulati added. 


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