Opera Mediaworks: Asia Pacific Reflects the Highest Demand on Mobile Video Advertising

Opera Mediaworks published the State of Mobile Advertising Q2 which unveils that APAC, including Indonesia, notes an incredibly high demand on Mobile Video Advertising. Indonesia gets inducted into the big four, or commonly called as Power 4 (P4), along with India, Vietnam, and the Philippines. Those four Asian Pacific countries note 545 percent increase in terms of smartphone adoption since 2013.

Nowaday, mobile advertising is seen as the future of advertising industry and it’s strongly affected by the vast growth of mobile devices, such as smartphone. According to the report, this condition also applies in Indonesia.

According to eMarketer's data, Indonesia is currently leading the growth of global mobile ads with 80 percent of increase in ads spending.

However, Opera Mediaworks’ Managing Director Asia Vikas Gulati stated that there are at least three points that need to be addressed properly in Indonesia, namely smartphone adoption, ads format, and content diversity.

Explosion of Smartphone adoption

As described earlier, the smartphone adoption in Indonesia and other three APAC countries has shown a significant growth so far. This is strongly related to the type of OS-based adoption. In this second quarter of 2015, Android takes the lead in terms of market share and impression, including in Indonesia.

Ads format

Video ads currently becomes a global trend. According to Opera Mediaworks’ report, the average of video demand in P4 countries even exceeds the average Asian ratio which stands at 0,4:1.

The Philippines experiences the highest ratio for video impression among other P4 countries, exceeding the global average expectation (1:1) at 1,07:1, while India (0,68:1) and Vietnam (0,69:1)exceed the Asian average. Meanwhile, Indonesia notes quite impressive figure with 0,47:1 ratio.

Content diversity

In terms of content diversity, Indonesia has a clear advantage compared to other markets. According to data by Opera mediaworks, a lot of mobile internet users in Indonesia show interests toward business and investment content, followed by social media sites, entertainment, technology, and news. The high number of Indonesians accessing mobile internet, 93 percent of total internet users, is obviously an advantage.

“This is the best time to be a mobile marketer in Asia Pacific (including Indonesia). This region is projected to have 2 billion smartphone users by 2019, and the current screen average minute there is higher than the global average, thanks to the high demand for mobile video content. This is particularly caused by the video-friendly ambience created by publishers and mobile users, which even outnumbers the television coverage,” Gulati explained.