Smaato, a leading global real-time advertising platform for mobile developers and app developers has recently released their Global Trends in Mobile Programmatic Report. Analyzing data from billions of mobile ad impressions served during the first half of 2015, they concluded that mobile web usage is currently soaring. Additionally, while mobile apps still dominate the market based on overall ad spending, mobile web spending has increased by 100 percent over the past year.

In a recent report by IAB, it is stated that 52 percent of smartphone owners claim to tap links in mobile apps to related online articles they want to read. Based on mobile ads inventory and spending, United States continues to be the top country on Smaato Exchange. Asia Pacific countries meanwhile recorded the highest growth during the first half of 2015 compared to the same period in 2014. With China growing by 315%, India 279%, Singapore 225%, Indonesia 142%, and Malaysia 126%.

“The shift to mobile began with the mobile web – and then apps took over,” said Ragnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies – whether it be the size of ads or the use of rich media – must be created with both app and mobile web usage in mind.”

Smaato found that advertisers are taking a risk in targeting families and parents on mobile, as spending from this demographic has increased by over 300 percent over the past year, while the second most lucrative vertical only rose by 87 percent. In the eyes of brands and advertisers, mobile users are no longer exclusively young and tech-savvy people, but now a wider population, with 72 percent of kids being eight and below, who are already using tablets and or smartphones.

Some additional findings from the report show that app developers and publishers who provide age and gender information make four times as much in ad revenues compared those who do not. Also, larger ad sizes are surging in popularity, particularly in developing markets with spending on larger ads increasing by 250 percent. For publishers and app developers who make room for rich media in their apps, their websites make 83 percent more money than those who don’t.