Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

Screen of choice: A mobile-first region

In a region where religious, cultural and linguistic diversity is both a cause of celebration and division, heavy mobile usage is one of the few consumer behaviours that binds the diverse peoples of Southeast Asian together.

While “mobile-first” may have become an abused cliché in marketing briefs and award entries alike, a short commute in an ASEAN (Association of Southeast Asian Nations) metropolis is sufficient to demonstrate the regional ubiquity of a mobile-first culture.

From Jakarta’s ojek (motorbike taxi) drivers to passengers on Kuala Lumpur and Singapore’s respective Mass Rapid Transport systems, people’s attention is constantly diverted to their mobile phone screen – often to the detriment of other passengers and road users.