Singapore In-game mobile advertisements are leading gamers in the Asia Pacific (APAC) area to stop gaming, according to a new research by Omnicom Media Group (OMG) APAC. The poll included 12,204 people who were asked to rate their attitudes toward advertisements while playing mobile games.

Most of the participants report that commercials often cause them to stop playing games. Respondent preferences include wanting in-game advertisements to rotate within a gaming environment or to be seasonal. Some claim that these advertisements don’t inspire people to make in-person purchases, while others say they remember a brand for future transactions.

It is worth noting that engaging in-game encounters are crucial for drawing in players, and by bringing these encounters outside of the virtual world, businesses can make a bigger impression. When playing games, APAC players indicate a desire for material rewards from the real world, especially when it comes to mobile game advertisements.

Moreover, brands can create their own games, host gaming events, and offer in-game and real-world incentives linked to in-game successes as ways to entice and please mobile gamers. Aware of the potentially large expenses associated with developing original content, companies may decide to take advantage of the released titles like Fortnite and look into ways to create new worlds or distinctive experiences within those well-known gaming environments.

Furthermore, value is a major motivator for over half (47%) of APAC gamers, who want to get the most out of their gaming experiences at the lowest possible cost. This group is more likely to make in-game purchases or microtransactions during sales events (47%) or when they need power-ups (37%). Furthermore, a sizable portion confines their purchasing to limited-edition releases (30%) or sees such purchases as gifts for particular occasions (32%).

Speaking about the research, Nina Fedorczuk, OMG APAC’s chief enablement officer, said, “The gaming universe is an incredibly exciting one and there are numerous opportunities for brands and marketers. We need to understand the different nuances within the gaming ecosystem, including the types of moments gamers experience. For example, they can connect with friends via gaming over the weekends and be fully immersed in the experience but also play a quick puzzle game during a weekday commute.” 

She added, “It is no longer enough to treat gamers as a niche audience because almost everyone is a gamer. Brands need to find the sweet spots for this audience, and think hard about how they can add value to the gaming experience, instead of blatantly interrupting it.”

Los Angeles, California – Global video game commerce company Xsolla announces a partnership with B2B SaaS and marketing technology company AppsFlyer to streamline cross-platform data-driven insights for game developers.

These collaboration efforts come as part of Xsolla and AppsFlyer’s mission to assist mobile game developers by offering a unified cross-platform (PC, web, and app) solution that enables measurement across all marketing touchpoints and facilitates the analysis of customer journeys and activities.

Xsolla’s integration of AppsFlyer into their Web Shop services will allow for cross-platform measurement that enables developers to gain valuable player insights, estimate webshop and marketing efficiency, and increase the web sales channel’s performance.

Furthermore, this new addition will grant game developers the ability to gather and analyze user behavior and interactions on the web and inside the game, then compare metrics and gain valuable insights, all through easy-to-use dashboards. 

“This partnership with Xsolla promises to elevate measurement precision, enable user segmentation, and foster a deeper comprehension of customer flow, behavior, and engagement,” said Brian Murphy, AppsFlyer head of gaming

He further adds that “both AppsFlyer and Xsolla care deeply about delivering the best possible user experience and measurement capabilities to marketers, and this partnership will enable them to have greater control of their monetization strategies, budgets, and campaign insights.”

One prominent feature highlighted in this collaboration is that it not only provides the users of AppsFlyer, primarily utilized for mobile analytics, with the capability to track players’ data on the web but also aims to increase efficiency and provide better control over data for those striving to optimize and understand their digital customer journey. 

Meanwhile, Chris Hewish, CEO of Xsolla, shared that they are excited about the partnership as it marks a crucial step in providing support for mobile game developers. 

“The mobile sector continues to drive global gaming revenue and growth. The combination of Xsolla’s Web Shop solution and AppsFlyer unlocks a wealth of data-driven insights into player behavior and engagement, webshop and marketing effectiveness, and web sales channel performance,” he added. 

Singapore – IPG Mediabrands’ intel arm MAGNA has released its APAC ad market forecast for the period of June 2023. One of the main findings indicates that digital growth is primarily being driven by mobile advertising campaigns in the region comprising nearly 84% of total digital budgets. 

Overall in APAC, digital advertising is powering total market growth. According to the report, digital advertising revenues are seen to increase by +10% and will increase by another +8% in 2024 to represent 76% of total advertiser budgets at the said period. 

In terms of format, this year’s growth comes from social (+12%) and video (+11%), with search also increasing by +9%, but is said to already represent a huge 47% of total digital budgets. 

In 2024, mobile advertising spending will increase further (+10% to reach 86% of total digital budgets), with social and video leading growth, both to increase by +9%. Search is also forecasted to grow by +7% in 2024.

“Smartphones are not just the dominant way that most consumers access the internet; in many APAC [markets,] they are the only way most consumers access the internet. Because GDP per capita has only increased lately, many consumers skipped the desktop hardware generation and conduct their digital lives solely on their smartphones,” said the MAGNA report. 

Furthermore, in China, smartphones are more integrated into consumer lives than they are in almost every other market. Consumers regularly conduct not just their shopping and communications, but also their banking, insurance, and many work functions on their smartphones. By 2027, mobile advertising spending in APAC will represent 88% of total digital budgets, said MAGNA.

The forecast indicates search/commerce to remain the largest ad format, approaching the $300bn milestone (+9.1% to $296b). 

Within Search/Commerce, Commerce/Retail players will grow ad sales by 12% this year (to $121b ) i.e., faster than traditional Search Engine companies like Google or Baidu. Within Commerce/Retail players, e-commerce specialists like Amazon or Alibaba are by far the most developed (83% of the segment) but traditional retail chains like Walmart or Carrefour are leveraging first-party consumer data to attract CPG brands into spending on their retail media networks or third-party media partners. 

Meanwhile, traditional retailers are seen to grow Search-like ad revenues by +24% this year to $21b. 

Furthermore, the report finds social media formats to re-accelerate by +9.4% this year to $172b.

The industry seems to have turned a corner in 1Q23 when Meta reported a return to YOY growth on an FX-adjusted basis after two consecutive quarters of flat or negative growth. Meta and other established social media vendors seem to have finally recovered from the loss of workable consumer data in the Apple ecosystem since late 2021, and they are making inroads in the monetization of the short vertical videos that have completely changed the user experience, challenging ad optimization, in less than two years. 

Finally, pure-play short-form digital video (instream platforms like YouTube or Twitch, plus outstream networks) will grow ad sales by +8.6% to $71b this year.

Gurpreet Singh, managing director of MAGNA APAC, commented, “After experiencing a slowdown in 2020 due to covid, bouncing back with double digit growth in 2021, ad spends growth rates in most Asia [Pacific] markets are now getting back to the levels/trends we saw pre-covid. After 2020, the gap between digital & linear media spends has widened at a much higher pace than predicted.” 

“Current growth across most APAC markets continues to be largely driven by digital which is getting the dominant share of spend in the majority of markets, taking it away from linear media which shows a decline in most markets. In the next 5 years, digital spends are expected to further consolidate and increase dominance,” concluded Singh. 

Singapore – Data AI company, data.ai, and global digital advertising technical standards-setting body, IAB Tech Lab, have partnered to improve transparency and prevent fraud in the digital advertising industry. 

This partnership aims to provide the digital advertising industry with a list of Authorized Digital Sellers for Apps (app-ads.txt) and is now made available as part of IAB Tech Lab’s Transparency Center initiative. 

Through this partnership, IAB Tech Lab and data.ai are taking a proactive role in making authorized seller listings more easily accessible for mobile apps. data.ai has built an integration with IAB Tech Lab to share its data on app store listings to expand the coverage of app-ads.txt data available within the Tech Lab’s Transparency Center. Advertisers will see wider coverage of app-ads.txt data from both Google Play and Apple’s App Store. 

Ketaki Rao, data.ai’s chief product officer, commented, “We are excited to work with the IAB Tech Lab to establish a standard of trust across the mobile advertising landscape. data.ai sets the example for transparency and trust in the alternative data space and this partnership is a testament to that commitment.” 

Meanwhile, Shailley Singh, IAB Tech Lab’s SVP of product, shared this integration with data.ai has enabled them to expand their coverage of app-ads.txt data in the ‘Authorized Sellers for Apps’ list, which is made available to the industry through the Transparency Center. 

“We are thrilled to partner with data.ai, and look forward to bringing more transparency to the Mobile in-app space through this partnership,” said Singh.

Kuala Lumpur, Malaysia – Huawei Ads, the mobile advertising solution arm of tech company Huawei, has announced partnerships with Malaysian Digital Association (MDA) as a member and with GroupM as its certified agency partner to drive the advertising sales in Malaysia. 

Said partnership aims to help the organizations to draw on each other’s strengths and allow HUAWEI Ads to contribute to the adtech industry growth in Malaysia.

The MDA membership will enable HUAWEI Ads to stay relevant to the current digital ad trends and play a part in shaping Malaysia’s digital policies and advertising standards. Meanwhile, as a ‘HUAWEI Ads Certified Agency’, GroupM and its agencies will have exclusive access to the inventory options available on HUAWEI Ads in Malaysia.

Rei Xiao, director of Malaysia Huawei Device Ecosystem, said, “GroupM is one of the most renowned brands in the digital advertising field with strong track records and market share. The partnership will allow us to expose our differentiated ad solutions to GroupM’s current and potential advertisers.”

New ad features such as in-app bidding and contextual ads will be introduced globally to meet growing advertiser needs. HUAWEI Ads is also actively in talks with other respected media firms to form more strategic alliances and expand its position locally.

“Built upon Huawei’s established ecosystem, HUAWEI Ads is leveraging the synergies between Huawei’s devices, native apps, open capabilities and over 33,000 third-party app media integrated into its network, to connect the data dots across various smart devices and apps, and helps advertisers reach out to more than 730 million global potential customers on its mobile ecosystem,” Xiao concluded.

Malaysia – Ogury, ‘the Personified Advertising company’ with a global presence and which has created an advertising engine that would deliver precision, sustainability, and privacy protection within one technology stack for mobile, has appointed Httpool as its official advertising sales partner for Malaysia. 

Ogury deems to be a leader in mobile brand advertising. It offers advertisers fully visible impactful ads, future-proof targeting, and protection, while for publishers, it provides a respectful user experience and premium demand. Ogury’s solutions connect comprehensive audience interest, brand performance, privacy protection, and sustainability and enable brands and agencies to optimize their campaigns. 

Adam Rubach, Ogury’s VP for new markets in APAC, said that through the partnership, Httpool will be helping them deliver effective and sustainable digital advertising, anchored in consumer privacy protection. Ogury started to partner with Httpool when it entered the Indian market in 2020. 

“Today, we are glad to expand this strategic partnership through Malaysia, a key market in terms of mobile consumption,” said Rubach.

Httpool said that the partnership is an important step for the company. With offices all over APAC such as in India, Indonesia, Malaysia, Myanmar, and Cambodia, among others, Httpool provides brands and media agencies support, technology, and access to its most relevant global and regional media partners in targeting business and marketing objectives.

Meera Muhunthan, Httpool’s managing director for Malaysia, commented, “We’re very excited about this partnership! As we partner with Ogury in Malaysia, we will be able to further empower brands to sharpen their advertising strategy with personified targeting and impactful mobile ad formats. As an official ad sales partner, we will ensure that advertisers, agencies, and brands have access to our top dedicated teams and support, every step of the way.” 

New Zealand – As expected, digital advertising, in the middle of the pandemic, is forecast to comprise the larger fraction of ad spend by New Zealand advertisers in 2021 with 59% to comprise their overall media budget, according to a new global report by global media investment and intelligence company MAGNA. 

Although New Zealand, being primarily an island, has been successful in containing Covid-19, advertisers are still inclined to put their dollars into digital channels, which can be mainly attributed to how the media practices have evolved to leverage the appeal and impact of digital formats, whether lifestyles are hindered by the virus or not. 

The projected growth in digital follows 2020’s 3.3% growth rate. According to the report, most of the digital growth will come from spending on mobile devices, which will see specifically an 18% increase and to represent 67% of total revenues within digital advertising. 

Overall, the advertising economy in New Zealand is seen to increase by 7.6% in 2021 to reach NZD 2.8b ($1.8b).

Still in line with changing preferences of audiences, the report said that linear advertising revenues will see an uptick of 2.9% to represent 41% of total budgets, an actual down from taking 49% of budgets as recently seen in 2019. 

Meanwhile, in terms of specific mediums, television spending is forecast to grow by 5.6%, to represent one-fourth of total budgets. The report said that this will bring total spending levels back to 92% of their 2019 levels. On the other hand, radio and OOH are seen to fare slightly worse with a 2% growth to reach 86% of 2019 spending levels, and a 5% growth to reach 68% of 2019 spending levels, respectively. 

Globally, as the economy recovers faster than expected with a GDP of 6%, marketing activity, and advertising spending are likewise projected to demonstrate the same upward growth. With the added driver of rescheduled international sports events, the report forecasts global all-media advertising spending to grow by $78b, a 14% increase, to ultimately register an estimated $657b in 2021, a new all-time high, said MAGNA. 

Meanwhile, in the Asia Pacific, while the rollout of COVID vaccines has not been as aggressive as many Western markets, there were still fewer cases and deaths as well as fewer shutdowns vs. those markets in the west. This has not stopped consumers in the region from changing their behavior in the same ways as in heavily COVID-impacted markets, which meant more indulgence to stream, more adoption of e-commerce, and more integration of digital platforms into their daily lives. As a result, economic recovery and organic digital growth will power APAC’s total advertising spending to a 12.8% increase in 2021, following 2020’s 3.3% growth. This will see total advertising budgets in APAC reach $203b, significantly ahead of 2019’s $186b total.

According to Gurpreet Singh, managing director at MAGNA APAC, digital will continue to be the biggest growth driver across most markets fueling a faster recovery. Singh also said that since linear media was the most affected last year, its recovery back to pre-covid levels is going to remain a big challenge across the majority of APAC markets for the next few years.

“2021 will see higher than usual growth in ad spend bouncing off of the reduced spend we saw in most of the APAC markets last year. This will largely result in regaining lost ground, however, some markets will take more than a single year for their ad spend to recover from the impact left by covid,” Singh said.

APAC remains the second largest global advertising region, behind North America but $59b ahead of EMEA. 

Singapore – App marketing platform Adjust joins the TikTok Marketing Partner Program in order to optimize advertising visibility for advertisers in the short video-sharing platform.

The partnership includes integration of Adjust’s ‘Audience Builder’, enabling clients to export first-party data, such as audience groups, directly to TikTok from the Adjust dashboard. Adjust’s ‘Audience Builder’ helps advertisers retarget their campaigns based on focus groups such as age groups. As advertisers are armed with this data from audience segregation, marketers can run highly personalized campaigns to boost user engagement and loyalty, all while protecting their users’ data privacy.

The TikTok Marketing Partner Program is part of the TikTok for Business platform, and aims to provide marketing solutions designed to give brands and marketers the tools to be creative storytellers and be able to meaningfully engage with the TikTok community.

As a mobile measurement partner, Adjust enables advertisers create, optimize, target, and measure their ad campaigns on TikTok. To simplify campaign optimization, clients can link their TikTok account to view and edit TikTok campaign data directly in the Adjust Automate dashboard, another Adjust feature that allows advertisers to automate their mobile marketing campaigns. From there, advertisers can generate cross-app, cross-partner, and cross-network reports. 

“Finding and retaining the right users is critical, as many drop off after the first days of installing the app and competition for users’ eyeballs is fierce. That is why it is imperative for mobile advertisers to push the right messaging to the right audience at the right point in the marketing funnel,” said Andrey Kazakov, vice president of partnerships at Adjust

“We are excited to partner with TikTok to give marketers a simpler, more seamless way to segment their desired audiences, automate their campaigns, measure ad spend, and grow their apps,” Kazakov added.

In November last year, Adjust also joined Adobe’s Exchange Partner Program to boost its customer experience (CX) analytics.

Singapore – More consumers in the Asia-Pacific are doing their holiday shopping on their mobile devices, a new survey from mobile advertising AdColony shows.

Indonesia, the Philippines, and Thailand have the highest share of consumers that prefer to make purchases on their smartphones, as the majority of the country respondents clocked 94%, 93% and 91% respectively. 

AdColony-Online-Shopping-Philippines
AdColony infographic of mobile shopping in the Philippines

Respondents from Thailand (88%), Malaysia (86%), and the Philippines (84%) stated they prefer to shop in-app rather than use a mobile browser. On average, APAC shoppers showed 73% majority of showing the same consumer behavior. 

Purchases related to seeing an advertisement online are also relevant to the majority of APAC consumers, as Indonesia (92%), Malaysia and the Philippines (89%), and Singapore (85%) showed majority of such behavior.

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AdColony infographic of mobile shopping in Malaysia

In terms of what matters most for consumers’ shopping experience on mobile devices, an average of 52% said that easy payment process matters, as evident by the majority of respondents from Thailand (60%), Indonesia (59%), the Philippines (55%) and Malaysia (54%).

Japan (50%), Australia (53%) and Indonesia (56%) said that gifting this holiday should be done via shipping the gift directly to the receiver, while Malaysia (58%) and Thailand (52%) said that they will do the exchange gifting after the gift shipment has arrived.

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AdColony infographic of mobile shopping in Singapore

Meanwhile, online ordering, accompanied with concurrent home delivery still ranks as the top choice of shopping for today’s APAC consumers, garnering an average of 85% of all the respondents. Also, 55% of the respondents state that better deals are the prime reason why they shop online, evident by consumer behavior from Malaysia (70%), Singapore (62%) and Thailand (56%).

Sydney, Australia – Mobile advertising company Adludio is expanding its presence to the Australian market by forging a new partnership with ad-tech company Inskin Media, bringing Adludio’s ad unit accessible for Australian marketers.

Adludio’s services revolve around interactive mobile advertising that helps users engage in ad campaigns. This then allows marketers to collect anonymous audience engagement data, which is then fed to Adludio’s algorithm to deliver high engagement rates across mobile devices.

On the other hand, ad-tech Inskin Media focuses on providing multi-screen display advertising. Itmerges design and technology to promote clientele ad campaigns across online publishers and websites, which scopes under the umbrella of mobile advertising.

“This partnership with Inskin Australia is a testament to our constant evolution and development of Adludio in the APAC region. Through this partnership with Inskin, we’ll be able to present innovative Australian advertisers with a more robust offering to engage mobile audiences in the region,” Adludio CEO and co-founder Paul Coggins (left of banner picture) said.

For Inskin Media APAC General Manager Georgia Woodburne (right of banner picture), the recent deal means bringing more opportunities to Australian marketers to create more immersive ad experiences for their mobile audiences.

“We share the same values and both believe in the importance of a well-designed, outstanding creative. Becoming Adludio’s exclusive reseller is a fantastic commercial opportunity for both parties,” Woodburne stated.