China's mobile programmatic adspend may surpass $27.6b in 2019: InMobi

InMobi released a report on China’s mobile programmatic advertising trend in 2019 on Monday, illustrating such trends as the booming of mobile video ads, fast-moving consumer goods will continue to lead mobile programmatic advertising and security issues.

Key findings:

• Chinese adult net users spend an average of nearly three hours on mobile devices every day, around three times the time spent on computers.
• Spending on mobile programmatic advertising is forecast to surpass 190 billion yuan (US$27.6 billion) in China in 2019, up 111% year-on-year.
• Spending on mobile video ads will surpass 62 billion yuan (US$9 billion) this year, up over 30% year-on-year.

Spending on mobile videos ads in China from 2019 through 2022, in 100s of millions of yuan; the figures translate to US$9 billion in 2019, over US$12 billion in 2020, US$14.5 billion in 2021 and nearly US$17.5 billion in 2022. (InMobi)
 

• Spending on mobile programmatic video ads is predicted to surpass 50 billion yuan (US$7.3 billion) in 2019, soaring 500% year-on-year, even faster than in the North America market.
• The FMCG industry is actively embracing mobile programmatic advertising, and is expected to represent 40% of overall adspend, followed by finance (10%) and auto (7%).