Welcome!

News Feed Item

Brands have a long way to go to overcome mobile strategy disconnect, reveals latest WARC-MMA - Festival of Media Asia Pacific survey



- 'Skills' identified as the biggest barrier to industry growth
- Mobile budgets expected to rise sharply by 2019


Singapore, Feb 27, 2014 - (ACN Newswire) - The latest wave of research, conducted by Warc in association with the Festival of Media Asia Pacific (FOMAP), and the Mobile Marketing Association (MMA), found that while 91% of marketers appreciate the importance of the mobile marketing channel in Asia Pacific, its full potential is still to be realised, with 71% of agencies admitting that most clients do not have formal mobile strategies in place.

Results suggest that mobile is still not a priority for brand owners, with the majority of respondents (78%) admitting that only 10% or less of marketing budgets are currently allocated to mobile. Even though this represents a fall of two percentage points since last year, almost all respondents expect to see the proportion of budget assigned to mobile grow by up to 30% by 2019, while nearly a third (29%) believe budgets will rise by over 50% in five years' time.

Findings also showed that where formal strategies are in place, mobile is being integrated into other marketing campaigns much more than in the past, with 40% of respondents reporting close integration, compared with just 27% last year. This would seem to suggest greater familiarity with the mobile channel, however, results also showed that despite recognising the need for integration as part of a successful marketing campaign, 62% of respondents said they seldom use mobile to gauge audience interest and engagement in other advertising campaigns.

Taking in 316 respondents from across 24 markets in Asia Pacific, the study, which was conducted in January 2014, is the third iteration of research designed to gauge the attitudes of client-side advertisers and marketing services agencies towards mobile marketing.

"It's clear from the study that there is still a long way to go before brands and agencies in Asia Pacific understand the full potential of mobile for reaching consumers. It is encouraging to see however that those brands that have taken the leap are now learning to use mobile in innovative ways that integrate with other marketing activities, demonstrating mobile's gradual move from the periphery to the centrepiece of marketing strategies," said, Edward Pank, Managing Director at Warc Asia Pacific.

Other findings from the survey revealed that the majority of respondents (61%) felt that programmatic buying - the automatic buying and selling of display ads, would become more important to marketing strategies by 2019, with almost a third (30%) saying it would be 'very important.' Interestingly, when asked to identify the greatest barrier to growth of mobile marketing in 2014, 45% of respondents identified 'skills' in relation to the emergence of new technology as the greatest challenge. This aligned with respondent's thoughts on programmatic buying, with 52% admitting to having little or no knowledge of it. Other concerns for the industry, included the availability of reliable metrics to assist informed marketing decisions (37%) and consumer concerns surrounding privacy and security, which dropped by 5% since the last survey, indicating wider reassurance among consumers.

The 2014 survey is released ahead of Festival of Media Asia Pacific which takes place at Capella Hotel in Singapore from March 16-18, 2014. The event brings together over 700 delegates from across 22 countries in Asia, who will gather to hear from some of the media industry's most agile and forward-thinking leaders.

"As the mobile industry continues to grow and develop, with the emergence of new technologies like programmatic buying on mobile providing new and improved ways to effectively target audiences, it is crucial that marketers stay up-to-date to remain ahead of the game," said, Charlie Crowe, Founder of Festival of Media and Chairman of C Squared. "The ability for agencies and brands to be agile in the light of new mobile marketing tools and methodologies will be essential for their survival in this increasingly competitive marketplace. This is the theme of this year's Festival of Media Asia Pacific, which takes place next month, providing a platform for discussion on some of the most pressing issues challenging the industry today."

The first and second iteration of the survey, conducted in February and August 2013, also in association with FOMAP and MMA, highlighted that marketers are facing a mobile strategy disconnect. Brands in Asia Pacific are struggling to develop formal mobile strategies, putting the future effectiveness of their marketing programmes at risk, even as they realise the power and potential of mobile.

"For brands to really see the impact of mobile on their operations, they need to focus on three I's - Investment, Innovation, and Integration. Instead of looking at mobile in isolation as a marketing channel with a certain set of capabilities, brands need to leverage its unique features to innovate and push their creative limits," said Rohit Dadwal, Managing Director, Mobile Marketing Association Asia Pacific. "This is our third study with Warc and Festival of Media Asia, and the results are definitely encouraging. As we see more brands choose to devote greater attention to mobile, it won't be long before mobile takes its true place in the advertising mix."

Among the study's other findings:

- The most innovative markets for mobile are China (43%), Singapore (38%), Japan (33%) and Australia (31%).

- Travel, transport and tourism are currently seen as the most innovative industries using mobile, up 11 percentage points from 23% in 2013. Other innovative industries included leisure and entertainment (32%), telecoms (29%) and financial services (29%).

- Multi-screening is now viewed as the most significant mobile consumer behaviour, ahead of mobile payments which was cited top in 2013.

- Location-based marketing is viewed as crucial to both current (73%) and future marketing activities (79%) in the region.

- The fastest growing technology in terms of adoption is the mobile wallet, intended to be utilised by 35% of respondents in 2014/15, before rising to 62% adoption in 2019.

- The use of QR codes, currently deployed in 45% of the marketing activities of those surveyed, is expected to halve over the next five years, suggesting the technology is viewed as somewhat dated in such a fast-evolving industry.

- Samsung, whose smartphones are the most prevalent in Asia Pacific was recognised as the most innovative brand in 2014, with a share of 10% of all responses. Respondents also believed Samsung to be the most innovative brand in last year's survey, but at a much higher rate (30%). Other innovative brands included Coca Cola (7%), Apple (4%), McDonalds (4%), Unilever (4%), Nike (3%), Proctor and Gamble (2%) and Google (2%).

Detailed survey findings can be downloaded by following the link.

Festival of Media Asia Pacific 2014 takes place at The Capella Hotel in Singapore from 16 - 18 March, 2014.

Follow Festival of Media Asia Pacific 2014 on Twitter and use the #FOMA14 hashtag.

About C Squared

C Squared is one of the fastest-growing specialist publishing, events and technology companies in Europe. Its mission is to help the media and marketing industry become more connected and better informed so that it is fully equipped to respond to the challenges and opportunities brought about by digital technology and globalization. C Squared launched the Festival of Media in Venice in 2007 and the brand now has 3 major events across the world, attended by 4,000 senior delegates and receiving over 3,000 Awards entries. In 2009, C Squared acquired the leading brand M&M Global; plus the M&M Global Awards and the popular media training course, IMM. The company also owns Cream which has now become the world's largest database of media innovation and its bespoke technology serves many of the leading global agency groups and multinational advertisers. More information is available at: www.csquared.cc.

About the Mobile Marketing Association (MMA)

The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance. The MMA's primary focus is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide. The MMA's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM), and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.

About Warc

Warc is the global provider of ideas and evidence to marketing people. Warc's premium online intelligence service, warc.com, includes more than 7,000 case studies and a huge resource of articles on new thinking and best practice across all areas of marketing. With users in over 100 countries, it is a unique resource relied upon by agencies, brand owners and media groups. Alongside the Warc service we publish five highly respected magazines and journals: Admap, Market Leader, International Journal of Advertising, Journal of Advertising Research and International Journal of Market Research. We also host market leading conferences on key industry issues such as measuring advertising performance. For more information, please visit www.warc.com.

Media Contacts:

Amala Naravane / Anna Goulding
Rice Communications on Festival of Media Asia Pacific 2014
Tel: +65 6221 8324
Email: [email protected] / [email protected]


Source: Festival of Media Asia Pacific

Copyright 2014 ACN Newswire. All rights reserved.

More Stories By ACN Newswire

Copyright 2008 ACN Newswire. All rights reserved. Republication or redistribution of ACN Newswire content is expressly prohibited without the prior written consent of ACN Newswire. ACN Newswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
HyperConvergence came to market with the objective of being simple, flexible and to help drive down operating expenses. It reduced the footprint by bundling the compute/storage/network into one box. This brought a new set of challenges as the HyperConverged vendors are very focused on their own proprietary building blocks. If you want to scale in a certain way, let’s say you identified a need for more storage and want to add a device that is not sold by the HyperConverged vendor, forget about it...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
SYS-CON Events announced today that StorageCraft Technology Corp, a global leader in backup and disaster, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. The StorageCraft family of companies, founded in 2003, provides award-winning backup, disaster recovery, system migration and data protection solutions for servers, desktops and laptops in addition to powerful data analytics.
MongoDB Atlas leverages VPC peering for AWS, a service that allows multiple VPC networks to interact. This includes VPCs that belong to other AWS account holders. By performing cross account VPC peering, users ensure networks that host and communicate their data are secure. In his session at 20th Cloud Expo, Jay Gordon, a Developer Advocate at MongoDB, will explain how to properly architect your VPC using existing AWS tools and then peer with your MongoDB Atlas cluster. He'll discuss the secur...
Deep learning has been very successful in social sciences and specially areas where there is a lot of data. Trading is another field that can be viewed as social science with a lot of data. With the advent of Deep Learning and Big Data technologies for efficient computation, we are finally able to use the same methods in investment management as we would in face recognition or in making chat-bots. In his session at 20th Cloud Expo, Gaurav Chakravorty, co-founder and Head of Strategy Development ...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
SYS-CON Events announced today that Linux Academy, the foremost online Linux and cloud training platform and community, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Linux Academy was founded on the belief that providing high-quality, in-depth training should be available at an affordable price. Industry leaders in quality training, provided services, and student certification passes, its goal is to c...
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
Providing the needed data for application development and testing is a huge headache for most organizations. The problems are often the same across companies - speed, quality, cost, and control. Provisioning data can take days or weeks, every time a refresh is required. Using dummy data leads to quality problems. Creating physical copies of large data sets and sending them to distributed teams of developers eats up expensive storage and bandwidth resources. And, all of these copies proliferating...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
SYS-CON Events announced today that Auditwerx will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Auditwerx specializes in SOC 1, SOC 2, and SOC 3 attestation services throughout the U.S. and Canada. As a division of Carr, Riggs & Ingram (CRI), one of the top 20 largest CPA firms nationally, you can expect the resources, skills, and experience of a much larger firm combined with the accessibility and attent...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...