US$2.8 Billion: Asia Powerhouse leads global Mobile Advertising

Mobile advertising will generate 4% of total advertising revenues across Asia Pacific by the end of 2011, according to the latest research released by mobileSQUARED and published by Smaato. Mobile advertising across the region is coming of age.

While the focus during 2010 was on the undoubted opportunity presented by hundreds of millions of mobile internet users across Asia, 2011 will be a period of starting the monetising process of that opportunity. Research reveals brands starting to invest more in mobile advertising campaigns resulting in a county-by-country increase in spend of between 32% and 122%. It’s a period when the sleeping giant that is China wakes up and starts eating into Japan’s dominance on the Asian mobile advertising market.

“Smaato is a thought leader in the mobile advertising industry. This important research highlights the enormous potential for the mobile platform as a mainstream media channel in Asia, and EDBI believes that Smaato can strongly leverage Singapore’s connectivity to the rest of Asia to capitalise on this promising growth opportunity in the region and beyond.”

Chu Swee-Yeok, Chief Executive Officer, EDBI Pte Ltd

“As the consumption of media differentiates and varies between individuals because of the easy access of the internet, it is difficult to ignore that advertising and marketing too has taken a leap into the mobile space and onto our mobile devices. The MDA while mindful of consumers‟ appetite for information, keenly encourages all its industry partners to maintain best-practices which create the right mix of media content to meet the interests and needs of consumers. MDA also takes this opportunity to welcome Smaato Inc as it opens its APAC operations here in Singapore. Together we look forward to building applications and solutions that will enhance mobile content generation and advertising space in this part of the world.‟

Thomas Lim, Senior Director of Interactive Media and Games, Media Development Authority of Singapore (MDA)

“By establishing our Asia Pacific HQ in Singapore, Smaato will play a vital role in bringing relevant ads and advertising dollars to Asian mobile publishers and their apps. We foresee an exponential growth in the mobile advertising ecosystem here in Asia especially with the increasing smartphone adoption, faster networks and cheaper data plans. This translates to an exciting period where marketers can successfully execute effective, targeted, impactful, and measurable mobile advertising campaigns reaching out to a new mobile enabled audience here in Asia!‟

Ragnar Kruse, CEO & Co-Founder of Smaato

“In this exciting era of smartphone revolution, mobile advertising in apps as well as mobile web increasingly captures the attention of advertisers globally.
As the leader in mobile advertising optimization space, Smaato‟s SOMA™ (Smaato Open Mobile Advertising) ad optimization platform, brings optimized ad campaigns from over 60 international ad network partners to these Asian apps developers and publishers helping them to monetize their apps and Mobile internet sites with real advertising dollars!‟

Marcus Tan, Managing Director of Smaato APAC

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