Indonesia, India lead Asia in mobile ads impression

Indonesia overtakes Canada and United Kingdom to become world's second-largest market for mobile ad impressions in third-quarter 2012, according to browser maker Opera.

Indonesia and India are the top Asian countries among 25 international markets with the largest volume of mobile ad impressions in the third quarter of 2012.

According to Opera Software's State of Mobile Advertising report released Thursday, Indonesia soared past Canada and the United Kingdom to take the second position, behind leader United States. India also squeezed Japan out of last quarter's top 5 ranking to claim fifth position, the report said but did not reveal actual figures of mobile ad impressions.

Eight other markets in Asia-Pacific managed to make it into Top 25 the list with Japan at 7th, Australia at 10th, Vietnam at 11th, China at 14th while Singapore, Malaysia, the Philippines and South Korea were placed 19th, 21st, 23rd and 25th.

The United States dominated the global market accounting for 70 percent of mobile ad impressions, and continued to have the highest eCPM (effective cost per mille or thousand impressions) at US$1.37. In contrast, the global average eCPM was US$1.31, according to Opera.

Ads on Apple iPad most profitable
Apple's iOS continued to lead other mobile operating systems in monetization performance. iOS saw an average eCPM of US$1.64, outperforming the global average of US$1.31 by over 25 percent.

Within the iOS ecosystem, the iPad tablet saw the highest eCPM at US$4.42, while the iPhone was at US$1.48 and the iPod Touch at US$0.82.

Research In Motion's BlackBerry's monetization outperformed Google Android. BlackBerry's eCPM was US$1.06, while Android's eCPM was US$0.88. Symbian's eCPM was the lowest at US$0.37.

Several Web market players have identified the mobile platform as part of their growth strategy. Social networking giant Facebook, for instace, believes mobile  will play a key role in its monetization plans. In a concall with analysts and investors earlier this week, CEO Mark Zuckerberg said the company's third-quarter news feed ad revenue averaged more than US$4 million a day, with about three-quarters of that coming from the mobile feed.

Google, despite its limited presence in China, is thriving in mobile ads in the country. A report Monday noted China-based ad requests in the mobile sector using Google's products increased by 120 percent from July 2011 to July 2012.