Native apps are taking advertising share from the mobile web in Asia-Pacific
Here at Tematica, we are watching the changing landscape when it comes to advertising dollars. We’ve witnessed the shift from analog advertising at newspapers to Internet-focused advertising and we are now seeing another shift emerge. For many, especially outside the US, the smartphone is the first device on which they access the internet. A report by comScore reveals that 65% of digital media time is spent on mobile, largely driven by smartphone app usage (consumers spend 85% of their time on smartphones in apps, according to Forrester Research).
It comes as no surprise then that we are seeing for advertising dollars is from the mobile web to native apps. Given the importance of mobile on companies like Alphabet (GOOGL), Facebook (FB). In Asia-Pacific, it already appears the mobile web is losing, now how long until that happens in other markets around the world?
New research from mobile advertising data company Vpon found that 77% of mobile ads served during H1 2017 in the region were delivered via mobile apps, not the mobile web.In several countries in Southeast Asia, mobile web ads made up an even smaller share of all mobile ad impressions, according to Vpon.
In Indonesia, for instance, only 10% of ads were delivered on the mobile web. Thailand had a similarly small mobile web ad share at 15%, as did Malaysia at 18%.
Source: The Native App May Be Killing the Mobile Web in Asia-Pacific – eMarketer
