Indonesia, Japan lead Asia in mobile ad impressions

Asia-Pacific region boasts eight countries in top 20 countries with most mobile ad impression, with U.S., Canada, and U.K. heading list, survey shows.

Indonesia and Japan are the top Asian countries in a list of 20 international markets with the largest mobile ad impressions during the second quarter of 2012, according to Opera Software.

In its first State of Mobile Advertising report released on Friday, the Norwegian browser maker revealed that the United States, Canada, and the United Kingdom were the top three countries in mobile ad impressions during that quarter. Indonesia and Japan rounded up the top five, it added, but did not state exact figures.

Six other Asia-Pacific countries were included in the top 20 list: India at 8th, China at 9th, and Australia 10th, while Singapore, the Philippines and Malaysia were placed 15th, 19th, and 20th, respectively.

The findings were based on data from its mobile advertising platform during that time period, Opera stated. Its platform has 9,000 global customers with more than 35 billion ad impressions per month and brought in US$240 million of revenue to mobile publishers in 2011.

iOS leads Android in ad effectiveness
Apple's mobile operating system iOS was also identified as the platform of choice, with its eCPM, also known as effective cost per mille or thousand impressions, the highest among other OSes measured. These include Android, J2ME, Research In Motion's BlackBerry OS, Nokia's Symbian, and Microsoft's Windows Phone, the study stated.

iOS attracted 46.53 percent of traffic and 61.41 percent of revenue for an eCPM of US$2.85, with iPhones getting US$2.49 in eCPM while the iPad was US$3.96, it noted. By comparison, Android, which was in second spot, had 24.43 percent of traffic with 26.56 percent revenue to register an eCPM of US$2.10. 

On the opposite end of the scale, Symbian had US$0.59 eCPM while Windows Phone propped the list with an eCPM of US$0.20, Opera revealed.