Smaato Whitepaper: Asian Market Sees Dramatic Shift in Mobile Advertising Spend

REDWOOD SHORES, Calif. & SINGAPORE & HAMBURG, Germany – Smaato Inc., the leading mobile ad optimizer and mobile advertising company, today announces the results of the latest research released by mobileSQUARED and published by Smaato. Smaato’s whitepaper highlights research conducted across Asia Pacific, detailing the increase of brand investment in mobile advertising and mobile adoption trends unique to the region.

Full whitepaper available here:

Smaato reports that mobile advertising will generate 4% of total advertising revenues across Asia Pacific by the end of 2011, with regional market worth of $2.8 billion. Research also reveals that brands are investing more in mobile advertising campaigns, resulting in a country-by-country increase in spend between 32% and 122% over 2010.

The end of 2011 will see 672 billion mobile internet users across Asia with China accounting for approximately two-thirds of the overall growth. While Japan still represents the world’s largest mobile advertising market, worth $1.7 billion this year, China is catching up as mobileSQUARED projects that it will join Japan and the US as a billion dollar market within the next five years.

The fast changing landscape across Asia Pacific reflects an unparalleled opportunity for mobile advertising. Smaato’s whitepaper also highlights market differences including smartphone adoption, 3G network rollout and the growth of social networking that are critical for brands, mobile publishers and app developers to consider as they look to tap into the region’s sizeable market potential.

About Smaato Inc.

Smaato ( is a pioneering mobile advertising company that operates the mobile ad optimization platform called SOMA (Smaato Open Mobile Advertising) and partners with mobile publishers and app developers. More than 30,000 publishers have signed up with Smaato to monetize their content in 220+ countries and Smaato is managing more than 70 billion ad requests per month. SOMA’s unique feature is the aggregation of 60+ leading ad networks globally.

Smaato Inc. is headquartered in Redwood Shores, California, with offices in Hamburg, Germany and Singapore. Smaato is an active member of the Mobile Marketing Association and the German Digital Media Association BVDW.