Mobile marketers in APAC have significantly different goals compared to other regions, according to a report from Millennial Media.
According to its own campaign and platform data from Q3 2013, mobile advertisers globally were primarily seeking to drive site/mobile traffic (34%), sustain an in-market presence (25%) and improve brand awareness (22%).
However in Asia-Pacific the focus was on sustaining an in-market presence (46%). Furthermore, driving site/mobile traffic was cited by just 15% of respondents, though brand awareness rated roughly the same on 18%.
Finally, APAC advertisers gave much more weight to the use of mobile for product launches and releases (17%) than the global average (2%). But they didn't see it as playing a major role in driving registrations (2% vs. 9% globally) or footfall (1% vs. 8% globally).