ASIA PACIFIC: POWERHOUSE FOR MOBILE ADVERTISING

We’re in the scenario where brand-penetration within mobile is lagging far behind smartphone penetration… because many agency personnel acting as “budget custodians” (mainly media agencies) lack understanding on mobile advertising beyond SMS campaigns. This is slowly changing with the entry of several Mobile Internet Advertising players in the last 6-12 months, including Smaato. These partners have been engaging our clients and fellow agencies by offering test-budgets and campaigns to help. Many see the opportunities - but it would take a while; we must rally the industry quickly.

I’m overall optimistic with the outlook however. It’s a case of winning small battles with some clients, activating a few initiatives, showcasing strong results, and collaborating with like-minded people in the industry to build the case for mobile. In a matter of time, the cow should give us our milk.

Ian Loonski
Digital Lead, Tech Practice Group (Asia), Starcom Media Worldwide

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