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Trends Reports

The State of the Industry: 2020 Mobile Marketing in APAC

Mobile has consistently been an effective marketing channel in Asia Pacific (APAC) and is playing a pivotal role in shaping the future of modern marketing. The onset of COVID-19 has pushed it further into the spotlight as people turn to mobile applications for relevant healthcare information, entertainment and staying connected with loved ones. This has reaffirmed the importance of mobile marketing, which is further exemplified by a rising number of companies investing in mobile platforms to target their customers.

Released: 
October, 2020

The report includes insights on the impact of mobile in the industry, mobile marketing & its types and techniques, insights on mobile budgets & effectiveness in the industry. The report showcases how mobile has been resilient despite budget constraints during the pandemic & mobile video being a significant marketing activity for most.

Key Highlights:

Released: 
October, 2020
Education Section: 
A long-time client of a leading omnichannel demand-side platform (DSP) added new partners to their media mix, which resulted in a sudden performance downturn on the DSP’s existing campaigns. The client’s marketing manager consulted the DSP’s analysts and expressed concerns over traffic pattern anomalies, such as high click-to-install ratios and abnormal time-to-install outliers, amongst the new partners. The DSP suspected that the new partners were stealing conversions not only from their campaigns but also organic installs. This was in spite of the advertiser having their current mobile
Released: 
April, 2020
A major mobile app gaming company with hundreds of titles in the top charts became concerned after seeing abnormal performance in some of their campaigns. High click-throughrates and low user quality raised concerns about possible ad fraud that their own tools weren’t correctly detecting. They hoped to mitigate fraudulent tra!c to get cleaner data, which would allow them to strengthen their campaigns and improve return on ad spend (ROAS).
Released: 
April, 2020
Region: 
A worldwide telecommunications and financial wire service company was concerned about performance anomalies in their mobile app acquisition campaigns. Certain key performance indicators (KPIs) seemed over inflated, and post-install engagement with important conversion events was less than desirable. For the marketing team, understanding their true return on ad spend (ROAS) was elusive and they were deeply concerned about ad fraud.
Released: 
April, 2020
Region: 

MMA India with GroupM, a media investment group, has released the much anticipated Mobile Marketing Ecosystem Report (MMER) 2020.

Released: 
February, 2020
Education Section: 
Region: 

The Mobile Marketing Association and Decision Lab Ad Fraud report is the most essential guide for every marketer, agency, tech-provider and publisher to understand the mobile marketing ecosystem. The report marks the coming together of one of the biggest global trade associations and market research companies and this endeavour benefits all stakeholders in the business.

 

Released: 
November, 2019
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Data sharing is at the heart of Multi-Touch Attribution, and a necessary factor in its successful deployment.
Released: 
May, 2019