Singapore – Around 74% of marketers in Indonesia cited advanced machine learning technology as the most important factor when selecting mobile app performance marketing solutions, according to data from Moloco.
The new global study found that marketers are adopting data-driven solutions and prioritising performance marketing over traditional brand marketing.
Globally, 63.2% of companies surveyed saw a year-on-year boost in their mobile app performance marketing budgets compared to the revenue from brand marketing. This shows that mobile app performance marketing has a clear and resounding power to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.
In Southeast Asia, the use of advanced machine learning (ML) came out as the number one factor when selecting a mobile app performance marketing solution.
Especially in Indonesia, a staggering 74% of marketers consider advanced ML to be the most important factor for precise targeting in mobile app performance, followed by Vietnam (60.4%) and Japan (52%). Meanwhile, only 22.6% of marketers in Korea and 22.3% in Singapore prioritise advanced ML when selecting a mobile app performance marketing solution.
Indonesia, with 61%, also takes the lead when choosing APRU (average revenue per unit) as the preferred KPI, which is higher than the rest of the markets in SEA and globally.
In terms of budget allocation for mobile app marketing, companies in every country surveyed allocated more than half their marketing budgets to mobile ads, with Indonesia ranking the highest at 81.8% while Singapore and Vietnam allocated 59.2% and 58%, respectively.
It is worth noting that performance mobile app marketing continues to grow consistently across all industries, with 64.7% of surveyed companies increasing their mobile ad marketing budget in 2023 compared to the previous year.
Daisuke Yokokawa, vice president of global marketing at Moloco, said, “The global shift in marketing from reach to results continues to gain momentum across different countries and various industries.”
He added, “Many mobile app marketers are aware that the secret of big tech’s success in advertising is advanced ML technology and the performance marketing solutions that they provide. This global trend is due to the clear and resounding power that mobile app performance marketing has to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.”
Meanwhile, Jennifer Ha, project leader and partner at Ipsos Strategy3, said, “Performance marketing is on trend, regardless of the country.Marketers are typically loath to share their best kept secrets, but thanks to this anonymized research study, we now have detailed insights about their strategic marketing decisions and investments. Ultimately, having consistent results such as measurable and impactful ROAS underpins the success of many global performance marketing budgets.”
