APAC seems to be left behind to the rest of the world when it comes to advertising. Its broad spectrum of markets makes it a difficult region when thinking about emerging technologies or advertising trends. The region is burdened with complexities from language, business, currencies and infrastructure.
However, APAC is a leading region when it comes to the mobile advertising market. Well, simply because the adoption here is more likely to be matched by the adoption seen in Europe of the Americas for PC adoption. The mobile phone is the budget mode of internet consumption that can be afforded through all different levels of society.
The market in Singapore and the rest of APAC is filled with job vacancies for Mobile Heads and the headhunters here are swaying talent with multitude of offers. Most large mobile companies are set up to storm APAC or are in the process of getting it done.
It’s interesting to see that more and more briefs include a small budget section for mobile advertising and more interestingly it seems that the hardware companies; Blackberry’s RIM, Nokia, Apple etc are all pushing for synergies with publishers that are PC publishers. The hunger for mobile content, apps is rising faster than most apps can be created and its very interesting to see that hardware companies are now glancing at their own growth when it comes to advertising; whether its PC or through the tv or mobile.
Plethora of start ups here are itching to get into the sector of advertising across the different hardwares and most are now looking into the security and verification angle. IBM bought Unica, Coremetrics and sterling commerce and its clear to see where they are heading.
Latest move is from Intel acquiring McAfee (http://www.theaustralian.com.au/business/news/mobile-security-key-in-intel-mcafee-deal/story-e6frg90o-1225907591436) where it is paying 60% premium or 7.7Bn USD for McAfee stock.
It is clear to see that the growth of non PC hardware to access the internet is swaying large blue-chip US traded equity companies to follow suit and think about the future consumption of internet and of course thus internet advertising. The consolidation of such businesses is just the tip of the iceberg with DSPs evolving and mobile companies becoming more aggressive; APAC will move from the shadows of the ad industry into the limelight as it leapfrogs across PC to mobile in the shortest time continuum possible.
The growth of China and India will push the share shift in this region from offline into online faster than any other region. Exciting times ahead.