How to spend a thousand dollars in Asia: a new heuristic to aid channel planning

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating.

How to spend a thousand dollars in Asia: a new heuristic to aid channel planning

James ChadwickMindShare Asia-Pacific, Singapore

INTRODUCTION

The Growing But Lumpy Asian Media Landscape

The global media landscape is experiencing a period of unprecedented change, driven by major disruptive technologies and shifts in human behavior. An endless stream of new digital technologies is putting more content and choice in the hands of media consumers and audiences are fragmenting rapidly.

In the Asia-Pacific region, things are no different. Asian marketers and their agencies are aggressively seeking new ways to reach and engage with consumers, beyond the 'traditional'...

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