Mobile media content preferences of Asia: The trends in mobile advertising

With the growing mobile subscribers in Asia- Pacific, advertisers have started making mobile content a priority. Users spend an average 6 hours on the non-voice application on their mobile. Advertisers usually use data analytics and robust metrics to understand user behavior. This strategy helps them to monetize on their campaigns effectively as the content they push out helps them to retain customer attention. 

Mobile Ad through video format has been the dominant form of media consumption in Asia- Pacific, though standard format shares the same amount of users like that of video format. In North America, the most dominant media format is standard followed by video format. The results from eMarketer indicate only one thing that the Asia- Pacific is the future for in-app video advertising and advertisers have to understand the nature of content that users would like to view on display in an app.

As much information is not available on the reason for the use of video ad formats, we can use some information from eMarketers to understand the reasons behind native advertising. Increasing user engagement by making ads that are more relevant to users interest and by aligning brand values are the reasons behind native advertising. Now, the attitude towards the video advertising would be to keep more users engaged by showing them relevant content. 
Asia- Pacific is a growing market for mobile ad spend and understanding the advertising categories is important to allocate digital ad spend budget. As per Nielsen Digital Ad rating benchmarks 2016 report travel, entertainment, and computers & electronics are among top three mobile advertisers in APAC. Financial services and automotive closely follow the top three. For the advertisers, the big question for them is how to reach the relevant users and through which publisher, also prioritizing their ads above their competitor products remains a challenge.

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