Latest News
Mobile advertising on Australian smartphones leaps 81% from June to September: report
Mobile advertising on Australian phones has grown 81% from the first quarter of 2011 compared with the third quarter to more than one billion impressions, according to new research from leading independent global mobile advertising network, InMobi.
Smart phones such as iPhone and Blackberry dominate the Australian mobile advertising market with an 85% share of available ad impressions, which is higher than the UK and US and on-par with the Singapore market.
The findings come off the back of research conducted by InMobi earlier this year which found that Australians were increasingly comfortable receiving ads on their mobile devices with half viewing ads within a smart phone application.
The InMobi “A Global View of Mobile Advertising: Quarter 3, 2011” report is designed to highlight broad industry trends in 19 countries across five continents and provide an overview of the global advertising market. The research is conducted quarterly to track consumer behaviour and mobile advertising trends and to provide market data.
Established in 2007, InMobi has become the world's largest independent mobile advertising network. In the third quarter of 2011, InMobi served 138.4 billion impressions in more than 165 markets worldwide and has more than 10,000 publisher partners.
“Australia has one of the highest penetrations of smart phones in the world, and this shows the huge potential of Australia as a market for engaging, rich media mobile advertising,” InMobi founder and CEO, Naveen Tewari, said.
“The burgeoning organic growth of the mobile advertising market in Australia is only going to intensify as InMobi increases its investment and focus on this market.”
Based on estimates for the Australian market from PwC, Australia is growing at a slower pace than North America and Western Europe, but faster than Asia Pacific and Japan, however smart phone penetration is much higher than those markets.
According to Gartner figures from June, the Asia Pacific and Japan regions (of which Australia is part) will have the largest share of mobile advertising in the world – accounting for nearly $US7 billion by 2015.
“It’s clear from our report that the trend towards the use of smart phones and in-application advertising is only going to grow. In application impressions grew 99% from the first to the third quarter and smart phone impressions grew by 149% overall in the same period,” Tewari said.
InMobi's consumer perception of mobile advertising study released earlier this year, showed that 75% of Australia mobile web users reported being “very comfortable and somewhat comfortable” with mobile advertising – which was 10 points higher than users in US and four points higher than Asia.
InMobi recently received a capital investment boost of $US200 million from Japanese internet company Softbank, and will use the capital to expand into new markets such as Australia, to complement its presence in key global markets such as the US, Europe, Africa and Asia.
About InMobi
InMobi is the world’s largest independent mobile advertising network. With offices on five continents InMobi provides advertisers, publishers and developers with a uniquely global solution for advertising. The network is growing and now delivers the unprecedented ability to reach 340 Million consumers, in over 165 countries, through more than 60.2 billion mobile ad impressions monthly. The recent acquisition of Sprout, a leading HTML5 authoring platform for mobile rich media, helps expand InMobi’s offering to creative agencies and brands. InMobi was recently named “The Best Mobile Ad Network” at the 2011 MOBI Awards and was selected as a 2011 AlwaysOn Top 100 Mobile Company in Silicon Valley.
InMobi is venture-backed by investors including: Softbank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures. The company has offices in Bangalore, Johannesburg, London, Nairobi, New York, Paris, San Francisco, Seoul, Singapore and Tokyo.
To learn more, please visit www.InMobi.com/research, follow us on Twitter @InMobi, or read our blog at www.InMobi.com/InMobiblog/.
For further information, please contact:
Julie Wright
Access PR
T: 02 9292 7006
M: 0415 545 484
E: Julie@accesspr.com.au
Rochelle Burbury
Access PR
T: 02 9292 7001
M: 0408 774 577
E: Rochelle@accesspr.com.au