VPON-2018亚太区移动广告数据报告（英文）-2018.03-48页-8mb

APAC Mobile Advertising Statistics and Trends Report Summary

Core Content

This report provides an in-depth analysis of mobile behavior patterns among Greater China tourists in Japan, Singapore, and Thailand, alongside broader APAC mobile advertising trends. It emphasizes the importance of leveraging big data and AI to enhance marketing strategies and improve ROI for brands targeting these tourists.

Key Findings

• Asia Tourism Growth: Asia is the second-largest source of international tourism after Europe, with a consistent 7%+ YoY growth over three years, significantly higher than the global average.
• Tourist Behavior:
  • Japan: Greater China tourists, especially from Taiwan, tend to make ad-hoc trips. Mainland China tourists stay an average of 29.2 days in Singapore.
  • Singapore: 44% of Greater China tourists visit more than once a year, with a longer trip duration (7 days).
  • Thailand: An all-season destination, with tourist choices less influenced by seasonal changes.
• Mobile Engagement:
  • Mainland China and Hong Kong tourists are highly active on mobile devices during the day, especially around meal times.
  • Taiwan tourists show increased mobile activity after 7 p.m.
• Ad Preferences:
  • Pre-trip ad preferences vary by region, with health care, computer & electronics, and travel services being top categories.
  • During-trip ad preferences reflect immediate needs, such as travel services, airline, and local products.

APAC Mobile Advertising Trends

• Inventory Dominance: China and India together account for 46% of biddable mobile ad inventory in APAC, with over 60% coming from mobile apps.
• Operating Systems: Android dominates across most APAC regions, except Oceania, where iOS is more prevalent.
• Ad Formats: Native ads are gaining traction and are beginning to steal market share from traditional formats.

Data+ Marketing Solutions

• Vpon's Trata DMP, the largest Asian tourist DMP, holds 60 million behavior data points, offering deep insights for precise targeting.
• Brands can use this data to:
  • Cultivate interest before trips by targeting potential tourists.
  • Drive immediate action during trips with tailored messaging and offers.
  • Retarget frequent tourists for loyalty and repeat engagement.

Best Practices for Communication Strategies

• Pre-trip Communication:
  • Focus on building awareness and desire for products/services.
  • Target passport owners and those showing interest in travel-related content.
• During-trip Communication:
  • Intensive and direct messaging to fulfill immediate needs.
  • Offer discounts or incentives to trigger spontaneous purchases.
• Post-trip Communication:
  • Retarget based on both pre-trip and during-trip engagement.
  • Maintain a continuous dialogue with frequent tourists to foster brand loyalty.

Case Studies

• Beauty & Cosmetic Brand:
  • Achieved a 27% increase in conversion rate by targeting Mainland China passport owners in Thailand with retargeting and O2O strategies.
• Airline Branding:
  • Improved CTR by 316% through data-driven ad strategies, focusing on CRM insights and channel performance optimization.

Vpon Big Data Group

• Position: Asia's leading big data ad technology company.
• Services: Offers Data+ branding, cross-border marketing, and performance solutions.
• Capabilities:
  • 5 offices across APAC.
  • 10 years of service in 12 regions.
  • 900 million unique devices per month.
  • 21 billion daily biddable inventory.
• Technology: Utilizes AI and machine learning to create collective intelligence, optimize algorithms, and manage data effectively.

Strategic Insights

• Data-Driven Decisions: Big data is essential for precise audience targeting and campaign optimization.
• AI Integration: Enhances the effectiveness of ad campaigns by enabling real-time insights and intelligent targeting.
• Cross-border Marketing: Enables brands to reach tourists seamlessly, enhancing brand awareness and driving transactions.

Conclusion

The report highlights the potential of mobile advertising in APAC, especially for targeting Greater China tourists. By combining data analytics with AI and tailored communication strategies, brands can effectively reach and engage these tourists, maximizing ROI and fostering long-term customer loyalty.