2016亚太区程序化移动广告数据与趋势报告（英文版）_42页_4mb

2016 APAC Mobile Programmatic Advertising Statistics and Trends Summary

Core Content

This report presents insights into mobile users' behavior in their home and travel regions, along with programmatic advertising trends in the Asia-Pacific (APAC) region. It provides actionable recommendations for businesses aiming to expand their reach through cross-border marketing strategies, especially targeting tourists from Greater China (China, Hong Kong, and Taiwan).

Key Findings

• Ad CTR Differences: The click-through rate (CTR) for ads in travel destinations is on average 25% higher than in home regions.
• American Express Campaign Success:
  • Achieved a 260% increase in overseas transactions and a 500% increase in transaction revenue.
  • Focused on passport bearers before the trip, tourists during the trip, and potential card owners after the trip.
• Greater China Tourists:
  • China tourists showed strong travel interest and spending, especially in Japan.
  • Taiwan tourists are active on mobile after 9 p.m., while Hong Kong tourists are highly connected throughout the day.
  • Greater China tourists have high mobile stickiness and use mobile apps to seek travel information, particularly in categories like communication, travel & local info, and finance.
• eCPM Insights:
  • China and Indonesia offer low cost for mobile advertising.
  • Japan has high eCPM due to its premium media resources and limited billable inventory.
  • New Zealand, Singapore, and Australia also have high eCPM.
• Ad Format Trends:
  • Banner ads dominate the market, but less common formats offer opportunities for brands to stand out.
• Mobile Behavior During Travel:
  • Tourists tend to look for information and engage with mobile content during their trips, especially news, finance, and video apps for China tourists, and news, finance, and forum for Hong Kong tourists.
  • Video is the top app category used by Taiwan tourists while traveling.

Main Recommendations

• Leverage Mobile as a Strong Touchpoint: Mobile is a strong and personal channel to engage with tourists, especially for stimulating travel interest and encouraging local spending.
• Use Data for Targeting: Employ data to deliver the right message at the right place and time.
• Ensure Seamless Experience: Provide a seamless ad experience throughout the entire travel journey to enhance brand loyalty.
• Plan Campaigns Early: Tourists usually plan their trips 2-3 months in advance, so cross-border marketing communication should be launched at least 3 months before the trip.

Key Trends

• Cross-border Marketing: The report highlights the importance of targeting tourists from Greater China in different regions, such as Japan and Thailand.
• Mobile as a Core Channel: Mobile is a critical channel for reaching tourists, with high engagement and CTR during travel.
• Behavioral Insights: Tourists from Greater China are highly connected, keen on online shopping, and style-conscious, especially when visiting Japan.
• Device and Platform Preferences: Android is the most common operating system used, except in China, Macau, and Oceania, where it is not as prevalent.
• Vpon's Role: Vpon Big Data Group provides comprehensive data analysis and CRM tools, enabling brands to optimize their campaigns and improve ROI.

Campaign Optimization Strategies

• Creative Optimization: Cash rebate offers and hotel promotions significantly increased CTR during travel.
• Audience Segmentation: Utilizing look-alike targeting, scenario targeting, and retargeting helps in effectively reaching different tourist segments.
• Data-Driven Insights: Vpon's visualized dashboard and machine learning-based segmentation allow for real-time optimization and improved campaign performance.
• Conversion Rate Boost: A 1500% increase in conversion was achieved through UI revisions on landing pages.

Conclusion

The report emphasizes the power of mobile programmatic advertising in engaging cross-border tourists, leveraging data for targeted and timely communication, and ensuring a seamless experience throughout the travel journey. It also highlights the importance of early planning and audience-specific strategies to maximize the effectiveness of cross-border marketing campaigns.