India records the highest mobile ad spend

Led by proliferation of smartphone users, the APAC region has become the hotspot for mobile advertising in the last few years. In 2015, Indian mobile phone users were the most lucrative customers for these advertisers, in the APAC region, according to a study published by Smaato.

India recorded 20 percent of total ad spends in APAC, the highest when compared with China at 16 percent and Australia at 11 percent.

According to the report, Android was the leading platform for real-time advertising with a significant share of 67.9 percent, followed by Apple’s iOS platform with 22.2 percent share. The windows platform commanded the least share of 8.9 percent. The highest ad spend was recorded in the Oct-Dec quarter, making it the best time to run ads, according to marketers in Asia in 2015.

The study further narrows down the research, and states that ad spending in APAC was higher during the Christmas season, and Halloween, than during Diwali, in 2015. Typically, the month of February is weakest for ad spends on mobile platform.

While mobile apps on books and music were most popular in the arts and entertainment category with 34.1 percent share, gaming apps continue to rule the roost in the hobbies and interests grouping, with 14.4 percent share. Dating apps, which started to launch services only in last two year, have also gained a 2.7 percent of the ad spend market, topping the society category.