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Apps further dominate mobile ad spend as study reveals the importance of data

smaatoMarketers are increasingly placing more of their advertising dollars in apps rather than mobile websites, while Asia is leading the field in overall growth of mobile ad impressions, new data has shown.

Research from ad tech firm Smaato found in-app advertising in Asia Pacific accounted for 77 per cent of total mobile ad spend in the fourth quarter of 2015, up from 51 per cent 12 months ago.

Mobile web share fell from 49 per cent to 23 per cent over the same period, according to the figures.

Globally, in-app share of ad spend climbed from 65 per cent to 78 per cent with mobile web tumbling from 35 per cent to 22 per cent, according to Smaato’s quarterly mobile advertising report.

Elsewhere in the study, China was the fastest growing nation in terms of ad impressions, rising 203 per cent in the fourth quarter, Smaato said.

The wider Asia region accounted for eight of the top 10 growing markets with Philippines rising 105 per cent, India 101 per cent, Malaysia 77 per cent, Singapore 69 per cent, Japan 55 per cent and Hong Kong 10 per cent.

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Smaato, which collates data from billions of mobile ad impressions served on its exchange, also found that ads with GPS coordinate data increased eCPMs – advertising revenue generated per thousand impressions – by 162 per cent.

In addition, publishers who are able to identify male users saw eCPMs increase by 115 per cent, and those identifying female users climbed 177 per cent.

eCPMs for ad impressions without data still rose throughout 2015 by 42 per cent.

“Data truly is the new mobile currency,” Smaato co-founder and chief executive Ragnar Kruse, said. “It’s a win-win-win. Making use of this data maximizes revenue for publishers, it allows advertisers to reach their target audience effectively, and the end user gets a better, more relevant ad experience.

“Now more than ever, it pays to know who your users are.”

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