Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017 predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.
10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.
In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.
However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.
Digital growth accelerated over the previous 12 months in Asia Pacific, with internet users up 15% to pass the 1.9 billion mark. There are now also 4 billion mobile phone subscriptions across APAC, a penetration rate of 96%.
These findings have exciting implications for businesses, governments, and society, but they are also testament to the speed with which digital (and mobile) connectivity is changing the lives of people in the region.
More than 1.4 billion Asian consumers now use social media on a monthly basis, with 95% of them accessing platforms via mobile devices – the highest ratio in the world.
Digital in 2017: Southeast Asia
Digital in 2017: Eastern Asia
Digital in 2017: Southern Asia
Digital in 2017: Australia, New Zealand & The Pacific
Source: We Are Social
We see a big year ahead for programmatic in China with projected 36.9% YOY growth. $12.72bn estimated ad spend will account for 57% of total digital advertising market.
China Mobile Ad Revenues and Programmatic Ad Spend 2014-2017 [Infographic]
The online population of Myanmar is growing at a rapid pace, with Telenor claiming 13.7m subscribers in a recent release. 52% of customers are active data users.
This matches MPT’s 14 million subscribers, and dwarfs Ooredoo’s reported 5 million subscribers.
Myanmar now has at least 33 million active mobile subscriptions in a country with an official population of 53 million. Smartphone usage rate is reported at 80%.
Viber estimates that it has 18 million active users in the country – meaning that almost 1 in 2 of all active cell phones in the country have Viber installed on them.
Myanmar Digital Future – Telenor [Infographic]
With overall access to the Internet in China increasing, it’s interesting to understand who is going online, and how they are getting there.
Chinese internet users are more likely to be under the age of 30, have a higher education than previous generations and earn an average income.
These netizens are increasingly accessing the Internet though mobile devices. Not only is it more convenient for them, but the majority of Internet users find the experience comparable to or even better than desktop.
China’s Advertising Landscape [Infographic]
Experts at market researcher Euromonitor International recently released research providing a look ahead at key global consumer trends for in 2017.
These are the ten to watch:
- 55%: The percentage of the total global population that will live in cities in 2017, which is five points higher than it was in 2007, the year that urban population first surpassed rural population.
- 30.1: The median age of the global population in 2017, up from 27.9 a decade ago.
- 3.5 million: The number of additional people that will come online per week globally in 2017.
- 188,000: The number of single-person households that will be added globally each week.
- 44.1%: Percentage of payments made with cards – not cash – in 2016 measured by value, marking the first year cash (43%) was no longer the largest payment source. Card payments will continue to spike, reaching 49.1% of all value by 2021.
- $711 billion: The value of the health and wellness industry in 2016. The industry is forecast to grow even larger in 2017, with demand surging for products such as meat substitutes and dairy milk alternatives.
- 2.7 million: Babies projected to be born each week globally in 2017.
- 2.3%: The percentage rise in consumer spending forecast for 2017.
- $40 billion: Amount global consumers will spend each week.
- $146 billion: Amount global consumers will save each week.
The Google Consumer Barometer is a fantastic new tool to help you understand how people use the internet – both mobile and online – across the Asia.
It’s a rich consumer research resource available for free, based on studies done by Google and partners globally over the recent past.
Curated insights are available for Singapore, Indonesia, Vietnam and many other APAC markets.
Definitely worth digging into next time you need to know the percentage of smartphone users in The Philippines, or the online population of Malaysia.
Latest report from Opera Mediaworks covering Mobile advertising in 2015. Interesting to see Australia leads the world when it comes to use of video advertising on mobile.
Opera Mediaworks State of Mobile Advertising Q3 2015
A few other highlights:
- Games is no. 1 for revenue. Games publishers accounted for 23.7% of revenue on the mobile ad platform, making it the top revenue-generator, beating out traditional leaders Social Networking and Music, Video & Media. Games also has a high revenue-to-impression ratio (nearly 3X), which indicates its monetization potential.
- News & Information creeps up the rankings. News & Information took the no. 2 slot for revenue generation (18.3%) and for impression volume (17%), which is a boost from the 10% it captured in Q2.
- Social share slips, but still on top for traffic. Social Networking apps and sites continue to be served the most impressions (18.7%), albeit a dip from the high volume it had in previous quarters (around 31%).
Google has created a new edition of it’s online media and marketing handbook aimed at Asia, named “Winning the Zero Moment of Truth in Asia”.
The Zero Moment of Truth is an interesting concept, and highly relevant to brand advertisers both globally and regionally. Continue reading Google creates new ‘Zero Moment of Truth’ Handbook Asia edition