In-app ad surpasses web on mobile platforms in Vietnam: report

A report by Opera Mediaworks, one of the largest mobile advertising and marketing platforms in the world, reveals some key facts for those interested in mobile advertising in Vietnam.

The click-through rate of in-app advertisement is 1.5 times higher than that of mobile web advertisement, while revenue from in-app advertisement is 5.3 times higher, according to the report.

Games is the top category for impressions served on Opera’s mobile-ad platform in March 2016. Technology & Computing clinches the second spot, followed by Arts & Entertainment in third place, Music, Video & Media in fourth place, Sports in fifth place, and News & Information in sixth.


Games is the top category for impressions served on Opera's mobile-ad platform in March 2016

Opera Mediaworks called the categories above “Today’s Premium” — “must-buy” categories that include games and broad-based entertainment categories.

These categories are where users spend most of their time, and thus, where ads will lead to prolonged user engagement with brands.

Meanwhile, messaging apps and social media are not found to be the driver of time spent. Mobile search, despite being on the rise, only engages the users in “micro-moments” — where decisions are made for immediacy and utility — and does not lead to long-term brand loyalty.

A similar trend is found in other Asia Pacific markets, such as Australia, India, Indonesia, Philippines, Malaysia, Thailand, and Vietnam. In-app advertising has overtaken mobile web advertising in all of the Asia Pacific markets, with the exception of India and Thailand.


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