Asia’s consumers are mobile first—and now its marketers can be too


 

See original post on James Sampson’s LinkedIn Page

In Asia Pacific, there’s no denying that as a region, we’re all glued to our mobiles—from the moment we wake up to moments before we fall asleep (not that we like to admit it). Two years ago, Forrester forecasted that smartphone adoption in Asia Pacific would hit 2 billion users in 2019—and today, it appears we’re not too far off.

In some countries, the share of time spent on mobile is much higher—Singaporeans, for instance, spend over 12 hours a day on their digital gadgets, with smartphones accounting for the most time spent on any one gadget in a day, at 3 hours and 12 minutes. As a result, savvy marketers have reportedly shifted spends dramatically towards mobile. In fact, mobile display spend in APAC is expected to leap from $9.1 billion to $28.8 billion in the next five years. Furthermore, this year mobile ad spend is set to overtake desktop, reaching 56% in terms of share of global digital advertising spend. This seems at odds with the results of a recent study commissioned by Facebook, which revealed that mobile advertising only accounts for a mere quarter of digital ad budgets, despite driving half of digital media. What’s more is that a disproportionate amount of this spend is from app makers and game developers—not brands. This begs the question, is our claim to be mobile-first mere lip service?

Mobile advertising adoption by brands has been largely held back due to the need to use separate vendors, tools and methods to plan, run and measure a campaign. The good news, however, is that these challenges have been addressed through omnichannel programmatic platforms and powerful cross device data. It’s now an apples-to-apples comparison; mobile impressions (web and app) can be bought, measured and attributed alongside desktop impressions—marketers just need the right tools to do so.

Interested in reading more? Head over to James Sampson’s LinkedIn Page for the rest of the article.