State of the Industry: Mobile Marketing in APAC

This report summarises the findings of Warc's latest mobile marketing survey, conducted across the APAC region on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
The survey finds that the majority of respondents are currently allocating 10% or less of their marketing budgets to mobile, but all expect budget growth in the short and long term. Social platforms are used widely alongside mobile in campaigns, whereas only 35% said TV is being used frequently with mobile. A majority of marketers are investing in mobile display advertising (61%), and over the next five years, respondents see mobile-based location targeting (42%) and mobile-based content (30%) coming to the fore. Marketers in APAC are familiar with programmatic as a medium for ad buying and see...

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