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Asia, Africa to take lead in mobile advertising
Stephen Withers
Wednesday, 09 February 2011 11:43
Leadership in mobile advertising is likely to shift away from Europe and North America to Asia and Africa.
That's because the mobile phone is the primary screen for many people in those markets. Although mobile adoption is relatively low among advertisers in those regions, it will need to grow if they are to reach their audiences.
While a degree of targeting makes sense, InMobi global research director Surag Patel said the message "should be something a large percentage of the population can relate to."
The company's research showed consumers across Asia are willing to click on mobile ads, regardless of the industry segment. Between two-thirds and three-quarters of respondents indicated they would click and interact with mobile ads for one or more of a major hotel brand or new movie, consumer electronic device or car.
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