Asia Pacific is the fastest growing region for mobile ad spending at 14%, according to Smaato’s Q1 2017 Global Trends in Mobile Advertising Report.
This report follows a previous one where Chinese advertisers spending on Singles Day outspent US advertisers' effort for Black Friday.
The region’s growth was led by China surging 90% in Q1 2017 compared to the same period last year, and was the strongest top 10 market on Smaato’s platform. China’s spending more than doubled the next fastest growing top 10 market, Australia (37%).
The Chinese New Year has contributed to APAC’s Q1 growth, as countries in the region that celebrate the holiday saw 18% higher ad revenue on average than neighbouring non-celebrating countries. Smaato also reported a spike in the number of unique devices on its platform on the first day of Chinese New Year, January 28.
“The data across our global platform indicate that advertisers are catching on to how consumers increasingly spend their time in apps. When advertisers understand the value of the long-term tracking capabilities of in-app advertising, combined with rich audience data, we expect to see the eCPMs of in-app advertising to increase by 50 to 100 percent until 2019,” said Ragnar Kruse, co-founder and chief executive officer, Smaato.
The report also gleaned insights such as geography driving mobile weather app seasonality, where changes in weather patterns and types drive a significant variation in peak weather app use over a year.