Asia-Pacific: Smaato Predicts $1.5 B Mobile Advertising Spend in 2010

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In 2010 more than 400 million people will have access to the mobile Internet and the average mobile Internet user across Asia will generate 26.47 page impressions per day. This means that users in Asia will be producing over 15 billion page impressions on a daily basis, including Japan and China. While the numbers are impressive, research also suggests that only 8% of traffic is converted into mobile advertising inventory.

Smaato

Today, Smaato Inc. (http://www.smaato.com), the leading mobile ad optimizer and mobile advertising company published a whitepaper, written by Nick Lane, Chief Analyst at MobileSquared (http://www.mobilesquared.co.uk), on the mobile advertising market in South-East-Asia. The whitepaper can be downloaded at http://www.smaato.com/whitepaper.

The whitepaper, based on new research from MobileSquared, reveals information on the mobile Internet boom in Asia. In 2010 more than 400 million people will have access to the mobile Internet and the average mobile Internet user across Asia will generate 26.47 page impressions per day. This means that users in Asia will be producing over 15 billion page impressions on a daily basis, including Japan and China. The total spending in the mobile advertising market is predicted to be about $1.5billion for 2010.

The whitepaper also describes the other side of the coin, with the difficulties brands face when trying to enter this complex market. While the numbers are impressive, research also suggests that only 8% of traffic is converted into mobile advertising inventory. The South-East Asian region has more than 400 devices in use, mostly feature phones that are running on 2G networks. With a rapid growth of the smartphone market share, comes slowly a relief to the problem of handset fragmentation.

“The Asia-Pacific region shows a huge potential for growth in the mobile advertising space. We are proud to have established a Singapore presence already in 2009 and will continue to hire to grow our local team. As the Smaato Metrics and this white paper show – this is a complex market which has its own rules and requirements. We welcome partners that help us continue to grow the mobile marketing economy together“, states Ragnar Kruse, CEO & Co-Founder of Smaato.

The whitepaper is available to download at http://www.smaato.com/whitepaper. Meet Smaato at the Mobile Squared Road Show in Singapore! May 5-6

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