In Southeast Asia, where 90% out of the 360 million internet users are connected through their mobile phones, marketers are increasingly allocating their ad spends on mobile. With this change in channel comes new related challenges. To discuss how to succeed in the app space, on the 14th of November, we hosted INSIDE App Growth. The evening gathered marketers from across the industry and opened with an introduction by Chris Steedman, our Managing Director APAC, followed by a panel giving voice to both brands and platforms. The panel was moderated by Shawn Tan, our Head of Biddable, with panelists Nikhil Rolla, Client Partner at Facebook, Neel Murty, Head of Apps and Display Ads at Google and James Peng, Head of Regional Performance Marketing at Grab.
MAIN CHALLENGEs for ADVERTISERS
With the huge pace at which internet connectivity is penetrating Southeast Asia and the booming adoption of mobile devices, customer journeys are becoming more complex every day and the number of digital touchpoints is growing rapidly. Due to these external conditions, today’s marketers are experiencing increased difficulty to convert users and to effectively allocate advertising spends. Panelists underlined the importance of using attribution tools and running regular testing to evaluate the strategy that works best for each campaign. Additionally, they mentioned the fundamental role of retargeting which, through platforms like Google and Facebook, gives marketers the opportunity to put their brands in front of potential customers who haven’t converted after their first visit.
BEST PRACTICES FOR success
Moving the discussion forward, panelists approached how to leverage platforms like Google and Facebook for app growth. Our experts talked in detail about attribution and optimization tools underlining the useful insights that these can bring to marketers in order to maximise ROI. Through attribution tools, marketers can evaluate their best-performing channels and understand how to improve their campaign results. While through optimization tools, marketers allow platforms to automatically and continuously find the best active opportunities and distribute budget in real-time to achieve results.
2020 future TRENDS
Wrapping-up the session, speakers discussed the future trends that will affect 2020. Next year, mobile advertising spend is expected to increase even further as a consequence of continued growth in connectivity. Thanks to the expansion of 5G, there will be developments in connected TV, AR/VR experiences and digital ooh (out of home). Finally, an important role will be played by automation which will enable digital marketers to act faster. In this exciting landscape, where technology is transforming traditional mediums, marketers should remember that data can’t find audiences on its own – if you want measurable results with a clear return on investment, you’ll need the right people to deliver it.
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