Mobile internet advertising spending in the Asia-Pacific (APAC) region has reached new highs, according to a new report from Research and Markets.
The evolution of technology and increased connectivity in recent years has seen online advertising become an incredibly popular medium, and its influence looks set to grow further in APAC countries. The accessibility, flexibility and reach of online advertising make it incredibly lucrative and are just some of the reasons behind its mass-use.
As the number of connected individuals across the globe continues to grow, from 2.4 billion in 2013 to 3.5 million this year, businesses all over the world are looking to increase their online advertising spend.
Specifically, however, mobile internet ad services are seeing a particular rise, as consumers spend more and more time accessing online services on their phones. As the region becomes more developed and connected, APAC businesses are expanding their advertising reach to take mobile into account and better target consumers and potential customers.
The report notes that mobile devices and smartphones have become an integral part of urban and semi-urban lifestyles; as a result of this, mobile and online advertising in emerging countries is witnessing increased growth. As the APAC population becomes more urbanised and begins to benefit from more disposable incomes, lower-end mobile devices (such as tablets) are gaining in prominence. Growing consumer intelligence also means greater awareness of such technology and its capabilities.
However, businesses in the region are wary of the security threats that online information sharing can bring. Things like customer browsing history and customer data are stored online via cookies and other services, and this is causing some concern.
Taking everything into account, the research firm expects the internet ad spending market in APAC to grow at a compound annual rate of 13.16% between 2014 and 2019.