Market Data

State of the Industry Report: Mobile Marketing in APAC

A recent Mobile Marketing in APAC study published by Mobile Marketing Association and Warc clarifies the direction of mobile spending growth, with more effective mobile marketing as its primary instigator. Warc polled 324 marketing professionals in 17 different areas across APAC, concluding mobile initiatives are becoming more effective, prompting an increase in mobile spending from last year. Marketers agree, this higher affirmation for mobile advertising is the driving factor in mobile spending growth. We’ve pulled out the highlights pertaining to mobile here:

  • 70% of marketers expect to use location-based advertising this next year.
  • 52% say multi-screening is impacting their strategy, while 58% say mobile payments leaves the impact.
  • 48% say video watching is a trend worth keeping track of.
  • 51% of respondents with a pre-existing mobile strategy say it’s closely connected to other marketing activities.
  • 59% find mobile marketing very effective (a 20% increase from last year).
  • 46% expect their mobile spending to increase by a quarter this year.
  • 82% were most familiar with programmatic, while 83% said buying programmatically would be an important part of their mobile strategy.
  • 39% of marketers say insufficient metrics remains a key barrier to growth in the industry.
  • Media channels integrated with mobile strategy included social media (86%), online ( 77%), TV (35%), in-store (26%), out-of-home (21%), print (11%), and radio (7%).

 

Most innovative categories for mobile marketing

Most innovative categories for mobile marketing

Where travel, transport, and tourism seem to flourish in mobile ad innovation, apparel, motor and auto seem to fall behind. It’s interesting to note the retail category led the entire board in 2013 for mobile innovation, but has since tapered off. Marketers should also take notice of consumer behaviours currently shaping the ad industry. While multiscreening tops the chart, mobile payments and watching video content are close behind.

 

Consumer behaviours that have the most significance on the industry

Consumer behaviours that have the most significance on the industry

 

Joe Nguyen, Senior VP of ComScore for Asia-Pacific, says reaching the right audience and the definition for viewability goes backs to the basics of reach frequency. “The first basic of metrics is whether it [marketing] is in front of the right audience.” The majority of marketers in APAC continue to use single-vector metrics to measure campaign performance, rather than tougher business metrics that would better measure customer lifetime value.

Acknowledging the benefit of accounting for each touchpoint is easy, but brands often shy away from better attribution tactics. While some lack the tools they need, others can’t justify the price tag of certain campaigns. But marketers shouldn’t let this stop them from putting a name to what does and doesn’t work for their brand, since this is key in producing a higher effectiveness. For brands to keep up and push past competitors, they must hone in on devising strategies that put them in front of the right audience at the correct frequency. This should start and end with spending more time on attribution, and invest the middle ground in customer relationship management that leverages data insights. APAC seems headed in the right direction regarding mobile spending growth. To continue propelling ads forward, companies should look to the innovators in mobile marketing, and pair that creativity with the consumer behaviours and mobile trends of the moment. These brands will have a better view of where mobile can take them through the holidays and into 2017.

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