Opera Mediaworks’ mobile marketing report insights are based on Opera’s platform reaching over 1.4 billion users and includes trends, advertising best practices, and what’s new in mobile technology and creativity
BestMediaInfo Bureau | Mumbai | July 22, 2016
Opera Mediaworks, a mobile advertising and marketing platform, has launched its Mobile First Insights (MFI) report for India. The report, which aims to help marketers navigate the quickly changing mobile environment and make strategic decisions that will drive real outcomes for their business, is divided into three sections: Data, Technology and Creativity.
Opera Mediaworks examined data from hundreds of global ad campaigns and billions of impressions served on the platform and combined it with some third-party data from external sources to paint a picture of where the mobile marketing industry is today, including ‘where the heat is’ in the mobile app market and how consumers are interacting with mobile content and advertising messages.
According to the report, music, video and media is the top category for impressions served on Opera’s mobile-ad platform in India, followed by games. Technology and computing is number 3, followed by sports and arts and entertainment. Advertising campaigns running in these categories were seen to have higher levels of engagement than any other, and in many cases, higher conversions as well.
While comparing the value of apps vs mobile web in India, the click-through rate in apps appeared to be 1.7x higher than that on mobile web. Despite higher revenue from mobile web, revenue in app grew 2.9x year on year, nearly 50% higher than the average growth across APAC. However, the report found that across almost all the Asia Pacific markets, app advertising revenue was overtaking the mobile web channel by as much as 13 times in Singapore and Thailand.
“High revenues generated from mobile web are a strong indication of the increasing number smartphone users from India that are spending time online. The reasons for preferring mobile web vs apps could range from device limitations to network conditions. However, we have observed higher returns for marketers spending on in-app advertising, especially in entertainment and gaming categories,” said Vikas Gulati, Managing Director, Asia, Opera Mediaworks.
“We hope this new report will serve the needs of Indian brands, agencies and publishers alike, as we aim to bring in key trends in mobile advertising, invaluable insights and category best practices that can be applied to their business,” he added.
The insights are based on Opera’s platform reaching over 1.4 billion users and include trends, advertising best practices, and what’s new in mobile technology and creativity.
The Mobile First Insights report also shares two mobile advertising campaigns that are prime examples of purpose-built creative, that is, creative solely made for mobile, which often leverages the native hardware and software capabilities that are built into mobile devices.