Asia – ADOTAT

A new study from Opera Mediaworks has looked at where mobile advertising money is being spent in the Asia-Pacific countries (APAC), and perhaps more than anywhere else in the world, app ads are dominating general mobile ads. In two of the most significant countries in the region, Singapore and Thailand, in-app ad spend is more than 13 times greater than normal mobile web advertising.

The research looked at information from the 1.4 billion Opera users in the region.

While overall app ad spend is far outpacing mobile web spend, that is not the case in every country in the region. In India, mobile web spending is still slightly outpacing in-app spend, and it is in Indonesia as well.

Marketers who are investing in the in-app ads are doing so based on the data that is available. Click through rates for in-app ads are 1.3 times greater than those on mobile web.

The managing director of Asia at Opera Mediaworks commented saying, “It’s fascinating to see that some trends, such as high usage of gaming, are reflected across almost all Asia Pacific markets, despite the range of cultural, social and economic factors that vary between countries in our region.”

Whether you are marketing in this region of the world or not, it is good information as the trend toward in-app advertising is going to continue everywhere.

Activity on social media has become more important than market share data in assessing a campaign’s performance, while increasing numbers of brands are using social channels to step up their customer service, a new study has found.

According to the TNS Marketing Monitor Study, marketers across Asia are, for the first time, placing more importance on social media than any other measurement.

Social is also the top consideration in the planning process, with information from media agencies only the fifth most important metric.

Yet the study, conducted across 11 countries in Asia Pacific, found that despite customer service being the top priority for marketers this year, few are actually working in collaboration with their customer service teams.

Less than four out of 10 are doing so (39%), while only 30% are working closely with their digital teams and a paltry 16% cooperating with their insights department.

TNS Asia Pacific digital director, Zoe Lawrence, said the focus on social reflects changes in customer behaviour but warned marketers not to lose sight of the bottom line.

“It’s no secret that ‘social’ has become an intrinsic part of our daily lives, 96% of connected consumers in Singapore use social networks, switching between Facebook, Instagram and Twitter as the top three channels,” she said.

“This mass adoption of social provides marketers with an array of sources when it comes to developing strategies and evaluating the effectiveness of their marketing activity. As the digital ecosystem evolves, we will continue to identify new ways to build insights. However, whatever the metric used, it’s important to ensure marketers are monitoring the indicators that contribute to sales.”

She added that brands need to “break down the silos” in order to present a “consistent, coherent customer experience”.

More than half of the marketers questioned in the survey said they were using social for brand communications with 40% using it to provide customer service

Tag: Asia

Mobile Apps Advertising Dominates in Asia-Pacific Countries

Asia: Social Media Used for Key Metrics for Performance Marketing