The mobile advertising market continues to grow exponentially around the world, and adoption of mobile-first publishing strategies is particularly acute in the Asia Pacific region. Smartphone users are increasing exponentially, and according to eMarketer, smartphone users globally will surpass 2 billion in 2016.
India and China dominate the APAC region with the world's largest pool of smartphone subscribers. As a result, ad sizes are evolving to cater to the larger screens and more sophisticated palates of users. Beyond standard banner ads, there has been a huge growth in rich media ads coming in all sizes, as well as in native and interactive ads.
In this short 2 minute video - the second in a series - Malcolm Wong, the Managing Director of Smaato APAC, shares his thoughts on how consumer behavior is shaping the trends in mobile advertising in the region. We look at what the arrival of different ad units, screen sizes and operating systems have done to open up the world of mobile programmatic advertising, and explore the rise of mobile native advertising as a current & future monetization driver.