Most viable app metrics in Asia- Pacific
In the last few years, the mobile ad industry has grown tremendously in Asia-Pacific (APAC) region, though mobile users adapt to mobile use for basic functionality, in recent years the scope of mobile has gone beyond messaging and phone calls. With the 4G launch in many countries and its accelerating migration accounting for more than 600 million subscribers at the end of 2015, it is precisely clear that Asia- Pacific region has become more data centric.
According to the GSMA Intelligence 2016 report, Asia- Pacific had 76 live LTE networks, accounting for 18 percent of the world total and 20 live VoLTE networks, 45 percent of the world total. The APAC countries such as South Korea, Japan, and China have been early leaders in 4G adoption with adoption rates faster than Europe and North America.
The rise of the 4G network has given rise to the exclusive use of mobile device, which is just 8 percent (88 percent) behind desktop device (96 percent) for non-unique service subscribers. In Nielsen’s Digital AD ratings benchmark report it was found that all the digital campaigns in China include a mobile component. Thailand (70 percent), Malaysia (69), India (66), and Singapore (56) followed China in their digital campaigns.
Mobile device use has two aspects voice and non-voice. The share of non-voice use has increased in recent days. For the APAC region, China dominates the non-voice mobile share, followed by South Korea, Japan, and India. Most of the non-voice activities include time spent on video media (In-app Vs. Mobile web), social networks, and radio. In APAC, China has the highest in-App Mobile Programmatic Ad spending share vs. mobile web spending share. India and South Korea are the close followers of China.
As 4G migration expands and more frequent use of mobile rises, consumers’ attention gets more diverted towards in-app video ads. Ad programmatic spending is more focused towards mobile applications and is projected to surpass desktop programmatic ad spend as per eMarketer. The sudden rise in Mobile ad spending brings with it the need to scale the spending concerning mobile monetization. The rise of programmatic has helped the advertisers to target the right audience with the right demographics, but scaling the data to understand consumer insights remains a big question.
The biggest challenge comes into picture when you scale the data, what metrics to use? And how those metrics will support your decision when you plan to buy mobile video inventory? In one of the recent articles written by Christopher Blok, he has noted that tracking is one of the important metrics for data scalability. Tracking is a broad term and to regress it; it can be broken down into performance and business metrics, AppDynamics has defined performance metrics as measures focusing on how the user is experiencing the app. Tracking installs, app crash rate, API latency (request to response), app load per period, and network errors are the important performance metrics used to scale the performance of the app. Business metrics focus more on the revenue flowing through the app. They are broadly classified into customer acquisition costs, transaction revenue, abandonment rate, LTV, and app star ratings.
IAB Singapore in their recent survey found that there is a need for common ad measurement metrics for making the scalability of data more effective. Session length, session interval, and retention rate are a few important measurement metrics that IAB indicated in their report. ExchangeWire recently in their industrial byliner has mentioned that viewability is an important metric that can increase the adoption of the Ad programmatic platform. AppDynamics defines viewability as the user, usage, and demographic metrics. DAU (Daily Active users), MAU, daily sessions per DAU, and geographic metrics are a few examples of the viewability metrics.
Considering, the three metrics of tracking, measurement, and viewability and dispersing those into multiple metrics would help advertisers in APAC to explore insights from the data, which can help them grow their mobile market. Scalability also helps them to understand the target audience better and validates the return on their campaigns. Using the metrics efficiently and updating those will help advertisers to penetrate the growing APAC market.
According to the GSMA Intelligence 2016 report, Asia- Pacific had 76 live LTE networks, accounting for 18 percent of the world total and 20 live VoLTE networks, 45 percent of the world total. The APAC countries such as South Korea, Japan, and China have been early leaders in 4G adoption with adoption rates faster than Europe and North America.
The rise of the 4G network has given rise to the exclusive use of mobile device, which is just 8 percent (88 percent) behind desktop device (96 percent) for non-unique service subscribers. In Nielsen’s Digital AD ratings benchmark report it was found that all the digital campaigns in China include a mobile component. Thailand (70 percent), Malaysia (69), India (66), and Singapore (56) followed China in their digital campaigns.
Mobile device use has two aspects voice and non-voice. The share of non-voice use has increased in recent days. For the APAC region, China dominates the non-voice mobile share, followed by South Korea, Japan, and India. Most of the non-voice activities include time spent on video media (In-app Vs. Mobile web), social networks, and radio. In APAC, China has the highest in-App Mobile Programmatic Ad spending share vs. mobile web spending share. India and South Korea are the close followers of China.
As 4G migration expands and more frequent use of mobile rises, consumers’ attention gets more diverted towards in-app video ads. Ad programmatic spending is more focused towards mobile applications and is projected to surpass desktop programmatic ad spend as per eMarketer. The sudden rise in Mobile ad spending brings with it the need to scale the spending concerning mobile monetization. The rise of programmatic has helped the advertisers to target the right audience with the right demographics, but scaling the data to understand consumer insights remains a big question.
The biggest challenge comes into picture when you scale the data, what metrics to use? And how those metrics will support your decision when you plan to buy mobile video inventory? In one of the recent articles written by Christopher Blok, he has noted that tracking is one of the important metrics for data scalability. Tracking is a broad term and to regress it; it can be broken down into performance and business metrics, AppDynamics has defined performance metrics as measures focusing on how the user is experiencing the app. Tracking installs, app crash rate, API latency (request to response), app load per period, and network errors are the important performance metrics used to scale the performance of the app. Business metrics focus more on the revenue flowing through the app. They are broadly classified into customer acquisition costs, transaction revenue, abandonment rate, LTV, and app star ratings.
IAB Singapore in their recent survey found that there is a need for common ad measurement metrics for making the scalability of data more effective. Session length, session interval, and retention rate are a few important measurement metrics that IAB indicated in their report. ExchangeWire recently in their industrial byliner has mentioned that viewability is an important metric that can increase the adoption of the Ad programmatic platform. AppDynamics defines viewability as the user, usage, and demographic metrics. DAU (Daily Active users), MAU, daily sessions per DAU, and geographic metrics are a few examples of the viewability metrics.
Considering, the three metrics of tracking, measurement, and viewability and dispersing those into multiple metrics would help advertisers in APAC to explore insights from the data, which can help them grow their mobile market. Scalability also helps them to understand the target audience better and validates the return on their campaigns. Using the metrics efficiently and updating those will help advertisers to penetrate the growing APAC market.
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