State of the Industry: Mobile Marketing in Asia Pacific

This report summarises the findings of Warc's mobile marketing survey, conducted across Asia-Pacific on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing.
  • It finds that while 70% of the region's marketers currently use mobile display advertising, less than half (44%) expect to in five years' time.
  • Content, including native, is expected to become the most popular form of mobile advertising in Asia-Pacific come 2020.
  • Over half of marketers now consider watching video as an most important consumer behaviour, up 15 percentage points from 2014 and 23pp from 2013.
  • Multi-screening continues to be seen as the most significant consumer trend for the second year running, with 68% indicating its importance....

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