TEHRAN, Iran, May 3, 2017 /PRNewswire/ -- ADRO, the first Iranian Ad-Exchange platform, in association with TechRasa, leading Iranian technology and start-up website, published the latest Iran's online advertising overview white paper.
In Iran, technology is growing fast, as online businesses are experiencing an unprecedented growth within recent years.
The high rate of Internet penetration rate in Iran (52%), more than 42 million active internet users and high accessibility to mobile Internet in Iran (40%) - the highest rate in the Middle East- have paved the way for growth and development of tech-based advertising businesses in Iran.
"Growing number of the Internet users, expansion of smartphone penetration and the boost in mobile Internet speed are the key elements that are encouraging the digitalization of advertising business in Iran. These alterations have infrastructural effects on the advertising industry and are reconstructing the business models. For instance, the development of AdTech in the country is one of such alterations," said Masoud Khosravi, CEO, and co-founder of Adro, the first Ad-Exchange platform in Iran.
As the first Ad-Exchange Service in Iran, Adro works with more than 15 online advertising networks in the country, providing advertising impressions that cover all of the online Persian users. Recently, in association with TechRasa, Adro has published its first comprehensive white paper on online advertising landscape in Iran, which can be considered as an authentic source for up-to-date information about online advertising in Iran.
Based on this report, in 2015 total spending on advertising in Iran was $1.57 billion, which 2.15% of this expenditure were in digital advertising.
In 2016, digital advertising's share is estimated to increase from 2.15% to 3.5% of the total advertising costs in the country, which it represents a 62% growth; also, spending on digital advertising accounts for more than $53 million. It is expected that by 2020, Digital Advertising in the country will reach 20% of the overall advertising share.
In 2016, 365 billion impressions were generated by publishers through Iranian Ad Networks. With the developing of AdTech ecosystem, it is anticipated that 474.5 billion impressions to be generated in 2017, which shows 30% YoY growth.
"Growth of Technology in Iran, better access to the Internet for the youth, intact market for international brands and creation of many online advertising companies in Iran all promise a great potential ecosystem for online advertising business," added Masoud Khosravi.
Ali Jafari, COO and Adro co-founder, addressed about the history of Iran's online advertising landscape and mentioned how fast it grew in only three years: "Two to three years ago, many of the current ad networks we see today didn't exist, the market was untapped and fresh. Honestly not much interest was in online advertising when we go back four to five years."
By becoming the first Iranian Ad Exchange network, Adro has revolutionized Iran's online advertising landscape. Due to the sanctions, Iran's local AdTech scene only kicked off a few years ago, and a local Ad Exchange could be considered a metric of growth of this industry. Adro Ad Exchange's services consist of an RTB platform, DSP, and SSP. Adro is currently the only source of Iranian ad inventory and a gateway for international brands to advertise to Iranians.
The primary purpose of preparing this overview report in co-operation with TechRasa is to extend the insight of international Ad-Exchange platforms on Iran's emerging market.
Pointing to unlimited access of Adro to Iran's online advertising data and its links with the biggest players of online advertising in Iran, MohammadReza Azali, TechRasa's editor-in-chief added: "We are looking for filling some statistical gaps in Iran advertising business through working closely with Adro. Iran Ad Tech industry is still in its early stages. Like any other emerging industry, AdTech in Iran also has its challenges which must be met."
Iran's Iran AdTech Overview whitepaper can be downloaded from TechRasa website (this link). The summary is also available at http://techrasa.com/2016/11/11/report-iran-adtech-overview/ .
Media Contact: David H. Mood
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