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The Asia-Pacific region presents an enormous opportunity for marketers. Home to 4.3 billion people in 20+ countries, this fast-growing geo is a ripe market for businesses looking to expand internationally. While it may be tempting to treat all APAC countries the same, this large region is incredibly diverse and there are many factors that marketers need to be aware of.
We’ve assembled the following statistics to help you tailor advertising campaigns specifically to an APAC market.
Compared to more saturated markets like the US, ecommerce in India and China is only a small sliver of overall retail sales:
According to Snapdeal CEO Kunal Bahl, ecommerce in India “could grow to $1 trillion over the next ten years, if ecommerce exists to the same level as in other emerging markets, of around 4 to 5 percent of retail.” APAC has the potential to be a revenue powerhouse for several industries, however; not just ecommerce. Electronic equipment and travel-related purchases are top 2 and 3 on the list of most popular products and services to buy digitally in APAC.
The growing popularity of smartphones is contributing to a large increase in the region’s Internet usage. eMarketer estimates that there are over 2.5 billion mobile users in Asia this year, or 62.5% of the continent’s population. China alone accounts for over 1 billion mobile phone users in Asia-Pacific; however, eMarketer indicates that the country’s phone market may be slowing. Instead, India has emerged as the largest potential growth market for new device adoption, with smartphone penetration on track to nearly double in the next few years.
Mobile rules the APAC digital scene, so in many countries you can’t go wrong by serving your ads to audiences on mobile devices. The widespread mobile usage also means that Asia-Pacific is a ripe marketplace for advertising mobile games and apps. Regardless of your brand’s vertical, make sure that your website and user experiences is optimized for mobile devices, since it’s very likely that your audience will be accessing your site on a smartphone.
Some of Facebook’s strongest user growth is coming from Asia-Pacific. eMarketer’s numbers indicate that there are over 401 million Facebook users in the region, and 90% of them access the site on mobile devices. Both India and Indonesia boast impressive Facebook usage; however, it’s also worth noting that economic powerhouse China denies Facebook access to its citizens. Aside from China’s holdout, targeting an APAC audience of Facebook users is a great deal for advertisers. Just take a look at the average Cost Per Thousand Impressions (CPM) and Cost Per Click (CPC) for Q1 2015:
Facebook advertising is the perfect entry point for marketers looking to expand to the Asia-Pacific region, as ads can reach a large group of new customers for a relatively low cost. However, advertisers must keep regional factors in mind when creating their ads. Says Julia Zhou, Nanigans Account Director for APAC, “We’re dealing with dozens of different languages, currencies, timezones, product preferences, religions, ethnicities, and cultures… you’ve got to plan for multiple sale campaigns with different time frames, and you need creative in multiple languages that speaks to a wide variety of cultural backgrounds.” Though it may take more time to create or update advertising campaigns for an APAC audience, these tactics will have a considerable positive impact on the effectiveness of your ads.
Learn more about Asia-Pacific advertising from Julia Zhou, Account Director, Nanigans Singapore.Get Answers to Your APAC Advertising Questions