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Data is and remains the new

currency in mobile

In the past few years, Asia Pacific has flexed its mus- Further, it reveals how cultural festivals and holidays in
cles to become the next hotspot for mobile advertising, Asia impact mobile advertising and ad spending in
showcasing now developed mobile networks and a Asia.
strong proliferation of smartphones that provide many
opportunities for mobile publishers and advertisers. Considering that the world continues to shift to mobile –
by 2020, 90% of the world’s population is expected to
Analyzing and serving data from over 300 billion ad im- have a mobile phone – data represents a powerful new
pressions each month, which are auctioned through a tool since advertisers pay significantly more money to
network of over 450 demand partners, is Smaato’s publishers that provide accurate data.
bread and butter. Its global real-time advertising plat-
form, for instance, just proved that data is the new mo- “Data truly is the new mobile currency,” said Ragnar
bile currency by revealing that ads with GPS coordinate Kruse, CEO and cofounder of Smaato. “It’s a win-win-
data increase eCPMs by 162%. The trends and emerg- win. Making use of this data maximizes revenue for
ing patterns Smaato uncovered, that impact the entire publishers, it allows advertisers to reach their target
mobile industry, include the facts that last year has been audience effectively, and the end user gets a better,
transformational for mobile, since mobile exceeded more relevant ad experience. Now more than ever, it
desktop for the first time, apps dominate mobile web- pays to know who your users are.”
sites in terms of global ad spend, and Android’s eCPM
growth rate was much stronger than that of iOS during In fact, the company is convinced that APAC, especial-
Q4 2015. ly China, will surpass all other regions in ad spend and
mobile usage, in case the current growth trends contin-
Smaato created the following infographic that explores ue.
mobile advertising in APAC making use of data analyt-
ics and user behavior observed on its platform. For more details you might want to check out Smaato’s
Q4 2015 Global Trends in Mobile Advertising report
The infographic shows popular mobile OS market share that offers useful insights into the mobile programmatic
in APAC, the top five categories by ad request and the advertising landscape worldwide.◊
best time to run ads according to marketers in Asia in
the year 2015. By MediaBUZZ
6 Asian eMarketing - June 2016: Mobile Marketing & Advertising: Site development & Apps, Business Strategies & Trends
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