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India, Indonesia, Vietnam and the Philippines becoming key targets

India, Indonesia, Vietnam and the Philippines are witnessing explosive growth in smartphone adoption that is making them a key target for mobile advertising, a new report from Opera Mediaworks suggests.

The Q2 APAC State of Mobile Advertising report, which has been produced in conjunction with the MMA, says that smartphone use in the Asia Pacific region in general 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.

However in the countries mentioned earlier, which Opera refers to as the P4 (Power 4) sub region, there has been a 545% increase in smartphone adoption since 2013. Much of this is due to the rapid adoption of Android devices which for the second quarter took the number one position in market share of impressions served to mobile devices and accounted for more than 60% of traffic in APAC and nearly 70% in the P4 region.

In the P4 region the Philippines has the highest ratio of video-ad impressions served in its market and has exceeded the expected global standard ration of 1:1. Both India and Vietnam 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, ” said Vikas Gulati, managing director, Asia at Opera Mediaworks. “The region is predicted to have two 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.

“This is due in part to publishers creating more video-friendly environments and mobile audiences surpassing TV-like scale, ” he said.

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