Mobile proves to be one of the most resilient media in APAC during the pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2021, 5:20 PM GMT+0

A survey of APAC-based marketers by WARC and MMA between July and August 2021 highlights the increasing popularity of mobile in APAC as a tool for advertising.

The study found that marketers in APAC are incorporating a mobile-first approach driven by increased opportunities to reach consumers by social and m-commerce. This mobile-first approach is driving up digital advertising budgets in the region to $120 billion this year, of which mobile is set to be worth $62 billion.

Around 72% of marketing professionals are expecting their mobile budget to increase this year. In contrast, only 48% of marketers said the same last year. 89% of marketers are using social in their mobile marketing strategy, and a third of the mobile budget goes toward social on average. While Facebook and Instagram are the biggest platforms for display marketing, TikTok is ruling over partnership marketing.

The survey shows the pandemic has accelerated mobile commerce. Nearly 90% of marketers experienced improved m-commerce capabilities, and three-fifths named commerce the most significant consumer behaviour in 2021.

The demise of third-party cookies would have a significant impact on the marketing industry. As a result, media owners in APAC are investing in data capture and data analysis of mobile audiences. MMA APAC’s Managing Director, Rohit Dadwal, said, “Mobile has consistently been an effective marketing channel in APAC and plays a pivotal role in shaping the future of digital marketing.”

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