Driven by India, the Asia Pacific is now the fastest-growing region in mobile advertising, with 70 percent growth in ad impressions year-over-year.
The State of Mobile Advertising report released by Opera Mediaworks today said India mobile-ad impression volume grew 260 percent since July 2013. This is primarily due to the country-wide shift from feature phones to smart devices, which is dominated almost entirely by the Android platform with 41.7 percent share against 0.4 percent for iOS.
The report said social sites and apps are the most popular in usage, consistent with the global trend. However, mobile app stores, gaming and education sites, and apps closely follow, which is particular to India users.
Advertisements served are mostly for games and mobile devices, together representing nearly half (48.1 percent) of all impressions. Classified ads, however, comprise a significant portion, with 1 in 5 impressions dedicated to the direct sale of personal transportation like cars, trucks, motorcycles and bicycles.
Most ads are simple banners, but more sophisticated rich media is emerging as a creative medium. With 3.2 percent of impressions, rich media drives 26.6 percent of revenue.
The Indian mobile advertising audience is young (60 percent are in the 18-24 age group) and predominantly male (82 percent).
About half are occasional users, accessing the mobile web 1-2 times per week, but 21.6 percent are frequent (6-7 days/week), and 6 in 10 ad impressions are served to those frequent users.
Mobile ad interactions are higher on weekends, and engagement is low during the week.
Mahi de Silva, CEO of Opera Mediaworks, said: “Users are far more interested in categories like News & Information, Arts & Entertainment and Business, Finance & Investing than the India average.”