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40% smartphone users are keen to receive ads: studySINGAPORE'S smartphone demographic is fairly untapped for location-based ads, although a good proportion is keen to receive more, according to a survey conducted by the Mobile Marketing Association (MMA) and mobile ad provider Vserv.儲存倉mobi. The study of 3,000 mobile Web users in South-east Asia revealed that a solid 40 per cent of Singapore smartphone users are keen to receive mobile ads that will point them towards a good deal. Around 28 per cent said they were happy to have ads pushed to them to help them locate a service or product nearby, and 36 per cent were receptive to having brands promote their wares. Vikas Gulati, vice-president for business development for South-east Asia at Vserv.mobi, told BizIT that location-based advertising is still at a very early stage in Singapore, and brands are just starting to take to the medium. Some demarcate general districts to push ads to users in the vicinity, while some dial down the radius to a much tighter ring around specific cafes or restaurants to pull users over, he said. Premium jewellery stores, for example, might push ads to users nearby that meet a certain demographic slice, such as income and age group. A mobile discount coupon that prompts users to visit the store could lead to better results, he added. Technology today is able to combine and tally factors such as the user's home and office location, as well as travel route, in order to decide the most relevant ads to display to them, so that advertisers get better bang for their buck. "This type of location-behaviour advertising is already used by the real estate, travel and auto industry," said Mr Gulati. And Singapore is very well suited to rich ads pushed over mobile apps or on the mobile Web, because the penetration of smartphones, at 80 per cent, is one of the world's highest, he pointed out. This means the latest formats such as HTML5 and video are options here, he said. An interstitial ad is a page or overlay shown on top of a website. These are typically used to prompt users to action, such as sign up for newsletters or membership, or are timed to display an ad for a certain length of time before the intended content is revealed to the user. This usually requires a more capable Web browser than those found on feature phones, and are suited to smartphones, which have better browsers onboard. Other findings from the joint survey show that most mobile Web users her迷你倉價錢 are between the ages of 25 and 35, at 32 per cent. The next biggest age group was 18 to 24 years, at 28 per cent, followed by those older than 35 years, at 21 per cent. About 19 per cent were younger than 18. Across the board, most used their phones to download games and apps, at 60 per cent. A decent size of the population also consumes video content on the go, at 44 per cent, followed by music at 29 per cent. These trends were fairly similar to those in the neighbouring countries. Mr Gulati pointed out that the key to mobile ad success is understanding why a user is searching for a piece of content. "This could be for entertainment, or something utility like deals and discount coupons, or information," he said. Once that analysis has been done, advertisers can then figure out the right type of ad format and placement that will not undermine their objectives, he explained. According to the MMA, the current spending on mobile ads in Singapore hovers at about US$16 million. This makes up about 10 per cent of digital ad spend in the overall budget here, and is expected to continue growing over the next 18 months. Globally, mobile ad revenue grew almost 83 per cent to US$8.9 billion in 2012, from US$5.3 billion 2011, said the Interactive Advertising Bureau (IAB). The trade association also found that spending on mobile search ads surged 88.8 per cent, followed by mobile display ads at 87.3 per cent. Unsurprisingly, with the heavy reliance on mobile phones in the region, the Asia-Pacific took the biggest proportion of spending, at 40.2 per cent, or US$3.6 billion. This was followed by North America at 39.8 per cent. Western Europe trailed at 16.9 per cent, and central Europe took just 1.3 per cent. The IAB said the biggest factors for the revenue increase were strong smartphone adoption, especially in Asia where large parts of the demographic are skipping over computers and going straight to the mobile. 3G and 4G installations in the region are also prompting users here to quickly jump straight to smartphones, leapfrogging the feature phone legacy that many early adopting markets have. Internet giants such as Google and Facebook are capitalising on this trend early. eMarketer expects Google to take 28 per cent of the United States' mobile ad revenues by 2015, and for the social network to take a quarter by that year. Other players such as Twitter and Apple are likely to take just 8 per cent each in 2015, said the mobile analyst.迷你倉