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Asia-Pacific: Smaato predicts $1.5 B mobile advertising spend in 2010

05-06-2010 10:05 AM CET | Media & Telecommunications

Press release from: Smaato Inc.

/ PR Agency: IF-Communications


South East Asia is a potential powerhouse for mobile advertising

Singapore, Mobile Squared Road Show, May 6, 2010 – Today, Smaato Inc., the leading mobile ad optimizer and mobile advertising company published a whitepaper, written by Nick Lane, Chief Analyst at MobileSquared, on the mobile advertising market in South-East-Asia.

The whitepaper, based on new research from MobileSquared, reveals information on the mobile Internet boom in Asia. In 2010 more than 400 million people will have access to the mobile Internet and the average mobile Internet user across Asia will generate 26.47 page impressions per day. This means that users in Asia will be producing over 15 billion page impressions on a daily basis, including Japan and China. The total spending in the mobile advertising market is predicted to be about $1.5billion for 2010.

The whitepaper also describes the other side of the coin, with the difficulties brands face when trying to enter this complex market. While the numbers are impressive, research also suggests that only 8% of traffic is converted into mobile advertising inventory. The South-East Asian region has more than 400 devices in use, mostly feature phones that are running on 2G networks. With a rapid growth of the smartphone market share, comes slowly a relief to the problem of handset fragmentation.

“The Asia-Pacific region shows a huge potential for growth in the mobile advertising space. We are proud to have established a Singapore presence already in 2009 and will continue to hire to grow our local team. As the Smaato Metrics and this white paper show – this is a complex market which has its own rules and requirements. We welcome partners that help us continue to grow the mobile marketing economy together“, states Ragnar Kruse, CEO & Co-Founder of Smaato.

Meet Smaato at the Mobile Squared Road Show in Singapore! May 5-6


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, developers, ad networks and operators. More than 4,000 publishers have signed up with Smaato as a partner to monetize their content in 215+ countries and Smaato is managing 6 billion ad requests per month.

SOMA’s unique feature is the aggregation of 40 leading ad networks globally to maximize mobile advertising ARPU. SOMA can be easily integrated with ad networks, ad inventory owners (publishers, developers and operators) and 3rd party ad technology providers.

Smaato is an active member of the Mobile Marketing Association, the Advisory Group and the German Digital Media Association BVDW. Smaato received a Top 100 Private Company Award by AlwaysOn Media (2009 & 2007) and was an Andrew Seybold Choice Awards finalist at CTIA 2008 for best Newcomer, among other awards.

Smaato Inc. is based in Redwood Shores, California. The privately held company was founded in 2005 by an experienced International management team. The European headquarters are in Hamburg, Germany and the Asia-Pacific presence of Smaato has been established in Singapore.

Press Contact Smaato Inc.

Harald Neidhardt
CMO & Co-Founder
twitter: @hneidhardt

Neil Robertson
IF Communications
tel: +447739322503
twitter: @neil_robertson

Smaato Inc.
3 Lagoon Drive, Suite 170
Redwood Shores, CA 94065
Phone (USA): +1 (650) 286 11 98
Phone (Europe): +49 (40) 3480 9490

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