India Shows Record Growth In Mobile Advertising

The Indian mobile advertising audience is young (60 percent are in the 18-24 age group) and predominantly male (82 percent).

About half are “occasional” users, accessing the mobile web 1-2 times per week, but 21.6 percent are “frequent” (6-7 days/week), and 6 in 10 ad impressions are served to those “frequent” users.

Mobile ad interactions are higher on weekends, and engagement is low during the week.

“The biggest trend that we identified was really about future opportunity,” says Mahi de Silva, CEO of Opera Mediaworks. “Mobile users in India who have shifted to smartphones have done so with Android, and we can see that those users are far more interested in categories like News & Information, Arts & Entertainment and Business, Finance & Investing than the India average. Given the high monetization we’ve seen from these categories on a global level, it’s clear that both advertisers and publishers that can deliver rich user experiences on mobile sites and apps in those categories are going to be successful in India, as well.”

Additional findings from the report will be noted in a presentation by Kshitiz Randhir Shori, Head of Brand Advertising, Opera Mediaworks India on September 11th at the “MMA Forum India 2014: Reimagining Mobile” event at the Palladium Hotel in Mumbai.

He will speak further about how to connect to the Indian audience in meaningful ways through mobile advertising, with a special focus on Sponsored Web Pass and native ad experiences.

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