Aussie Mobile Advertising Grows 139.7%

Group of young adults (18-20 years) using mobile phones.

Independent mobile advertising platform, InMobi,released its latest Australian Mobile Insights Report, revealing significant growth in mobile advertising in Australia over the past year.

Emma Keen
Posted by Emma Keen

InMobi’s network grew 139.7 percent year-over-year (YoY) in Australia, with almost 6.6 billion ad impressions served on the InMobi network in Q2 2014, an increase from 2.7 billion in Q2 2013. This strong growth has been driven by a massive 246.3 percent increase in tablet impressions and 110.3 percent rise in smartphone impressions, as more brands and advertisers shift their focus on the second screen experience.

“This significant growth on our network is further indication of the rapid shift in consumer behaviour, reflecting both an increase in audience size, as well as an increase in activity,” said Brendan Watmore, head of strategy for InMobi in Australia and New Zealand.

“These figures support recent trends reported by the IAB indicating that the number of unique browsers on mobile devices now outstrips desktops and 89 percent of mobile usage is in apps. While many marketers have adapted to this consumer shift to mobile, many more still have a way to go.”

Volume of impressions in Australia 2012-2014 (millions)

Q2 2012 Q2 2013 Q2 2014
Smartphones 1,553.43 2,097.17 4,410.77
Tablets 297.89 621.77 2,152.96
Feature Phones 52.89 30.97 27.72
Total impressions 1,904.21 2,749.91 6,591.45

(Source: InMobi Insights, Sept 2014)

InMobi’s Australian Mobile Insights Report also revealed Apple’s iOS devices have gained 7.1 percent share over Android since this time last year. The main driver of this growth is the adoption of Apple iPads, which represent almost 90 percent share of tablet impressions.

While Apple dominance in smartphones continues to wane with the rise of Android, new tablets are ensuring that Apple retains its number one position as the top operating system on the InMobi network.

Top operating system share of impressions in Australia

  Q2 2013 Q2 2014 % change
iOS 65.7% 72.8% 7.1
Android 31.7% 25.8% -5.9
Others 2.6% 1.4% -1.3

(Source: InMobi Insights, Sept 2014)

The report also found that app display advertising continues to dominate over web display advertising, contributing to 90.6 percent (5.97 billion) of network impressions, up from 79 percent in the same period last year.

“The top line growth in the InMobi network is in line with broad mobile consumption trends in Australia,” commented Mr Watmore. “The changing complexion of the network throws a spotlight on the increasingly competitive battleground handset manufacturers have to navigate and underscores the importance of the emerging wearables category as opportunities for growth. We’re really looking forward to how this space evolves and the opportunities it presents to marketers.”

Download the latest InMobi Mobile Insights Reports here.