In terms of mobile real-time bidding (RTB) ad spend, entertainment (30%) and games (22%) emerged as the top two categories in the country for the first quarter.
Smaato Chief Strategy Officer Ajitpal Pannu shared that monetisation and brand spend were driven higher when key parameters were passed globally to advertising partners.
eCPMs increased by up to 321% when location and device ID are included in a bid request, and increased more than 150% when gender and age range data were included.
According to Gartner**, global mobile advertising spending is forecast to reach US$18 billion in 2014, up from an estimated US$13.1 billion in 2013. Asia Pacific markets have been generally receptive to mobile advertising – nine in 10 of smartphone users in China and 87% of smartphone owners in India have clicked on mobile advertisements in December 2013***.
|Source: Smaato Ad Exchange Global Mobile RTB Insights Q1 2014|
*eCPM is a performance measure for advertisements that is calculated by dividing total earnings by the total number of impressions, multiplied by 1,000.
**Gartner says mobile advertising spending will reach $18 Billion in 2014, January 21 2014
***The Asian Mobile Consumer Decoded