In Mobile Advertising, Rewarded Video Is King

Asia-Pacific is proving its massive appetite for all things mobile. The region saw significant growth in terms of consumer’s app usage, which has led to mobile ad requests and eCPMs in APAC reaching an all-time high.

- Alex Khan

Asia-Pacific’s mobile-first mindset is not particularly new, but the speed at which it is growing still astounds. The region saw ad requests grow 44 percent over the previous year, as compared to 23 percent in EMEA and the Americas.

In fact, many of the markets in this region are setting growth records that exceed any other country worldwide. India saw the most substantial growth in mobile ad requests on the Smaato platform, with an impressive 425 percent increase from H2 2017 to H2 2018. Meanwhile, China is leading the world in the number of app store downloads, and this lead continues to grow as they have seen app store downloads rise 70 percent over the past two years.

These remarkable growth figures are characteristic of APAC’s emerging mobile markets in which the number of mobile device owners, their time spent on mobile, and overall app download numbers are all increasing quickly.

In light of APAC’s growing mobile advertising scene — and mobile de throning TV as consumer’s preferred media format — the question advertisers must ask is: What’s next?