In Asia-Pacific, Mobile Web Ads Are a Top Priority - eMarketer

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In Asia-Pacific, Mobile Web Ads Are a Top Priority

In-app ads are set to grow in importance

October 21, 2016

Most senior marketers in Asia-Pacific say display ads on the mobile web are their highest priority for mobile advertising, according to research from H1 2016. But that looks set to change.

According to polling from Criteo and WBR Digital, 52% of senior marketers surveyed named mobile-web display advertising as their top mobile ad priority. While one in five considered in-app advertising their highest priority, and another 17% thought the same of native in-feed ads, it’s clear that the majority of senior marketers are currently focused on mobile-web display ads.

That doesn’t mean, however, that the future will necessarily follow the same trends. For instance, 37% of those surveyed said they expect to consider mobile-web display ads their highest priority in the next 12 to 18 months—still the most common response, but down 15 points from H1 2016.

Meanwhile, in-app advertising climbs a solid 11 points in speculation about the future, putting them just 7 points behind mobile-web display ads. And while native in-feed ads are set to be considered the highest priority by fewer respondents in the coming months, video will be considered as such by 15% of those surveyed.

But when it comes to the ad channel growth predictions of senior marketers across the region, results differ.

For example, senior marketers in India all agree that mobile and cross-device advertising will be the number one growing channel in in the next 12 to 18 months, Australia and New Zealand, for instance, see very close responses for all three of their top ad channels expected to grow, whereas marketers in India are far less confident that paid social ads will see the type of growth as mobile/cross-device and search.

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