SINGAPORE: Mobile advertisers in Asia Pacific have significantly different campaign goals from the rest of the world new research has shown.
The latest S.M.A.R.T report from Millennial Media, the digital advertising platform, looked at trends in mobile advertising based on its own campaign and platform data. This showed that in the third quarter of 2013, mobile advertisers globally were primarily seeking to drive site/mobile traffic (34%), sustain an in-market presence (25%) and improve brand awareness (22%).
Within the Asia-Pacific region, however, sustaining an in-market presence was almost twice as important, being cited by 46% of advertisers there. And driving site/mobile traffic was half as vital, with just 15% offering this as a goal. Brand awareness rated roughly the same on 18%.
In addition, APAC advertisers gave much more weight to the use of mobile for product launches and releases (17%) than the global average (2%). But they didn't see it as playing a major role in driving registrations (2% vs 9% globally) or footfall (1% vs 8% globally).
The post-click campaign action mix also showed some differing approaches. Application downloads (36% APAC vs 34% globally) were widely used but site search was more popular in APAC (38% vs 25%), while watching video was much less utilised (8% vs 22%).
Millennial Media turned a spotlight on the technology sector and here too differences were apparent. Globally, technology advertisers using mobile were focused on site/mobile traffic (56%) and brand awareness (38%), while those in Asia Pacific prioritized brand awareness (54%) and product launches and releases (32%).
Technology advertisers in Asia-Pacific were also significantly more likely than others in the region to incorporate watching video as a post-click campaign action (13% vs 8%), but they still lagged a long way behind the global average of 31% for advertisers in this sector.
Within the technology vertical, business services and hardware accounted for more than half of all mobile spending, with software and communications taking just over one quarter.
Data sourced from Millennial Media; additional content by Warc staff