Leading app platform Smaato recently announced results from its Global Trends in Mobile Advertising H2 2018 report. The report reveals significant growth across key advertising metrics, including ad request volume and eCPMs.
As advertisers direct more money into mobile advertising and consumers continue to adopt smartphones around the world, demand and supply both increased year-over-year, indicating a healthy mobile ad market.
The highest growth region across all metrics was APAC. India stood out from the pack with a 425% growth in mobile ad requests. This was more than twice the growth rate of the fastest growing markets in EMEA and the Americas, which were led by Spain at 152% and the USA at 170% respectively. India’s meteoric ad request growth is characteristic of an emerging mobile market in which the number of mobile device owners, their time spent on mobile, and overall app downloads all rise quickly.
Ad Request Growth on the Smaato Platform
| APAC – 44% Growth | EMEA – 23% Growth | Americas – 23% Growth |
| India – 425% | Spain – 152% | USA – 170% |
| South Korea – 177% | Netherlands – 87% | Colombia – 150% |
| Thailand – 77% | France – 82% | Argentina – 141% |
| Japan – 53% | UK – 70% | Mexico – 83% |
| Vietnam – 50% | Italy – 61% | Brazil – 54% |
Asia Pacific also saw significant eCPM growth in addition to ad request growth. The top five countries in the region in terms of eCPM growth were:
- Singapore -154%
- Japan – 125%
- Australia – 111%
- Hong Kong – 99%
- Indonesia – 96%
Alex Khan, Managing Director, APAC at Smaato explains, “The impressive ad request and eCPM growth in APAC are driven by app developers finding new ways to better monetize their content even as consumers are spending more time on apps. Advertisers from all verticals are realizing that apps are where consumers are — and they are directing more funds into this channel.”
He adds, “With app usage increasing across the region, there will also be more monetization opportunities for mobile publishers.”
To learn more, download Smaato’s H2 2018 Global Trends in Mobile Advertising report here.