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At a recent event in Singapore, The Drum Network and our partners at StackAdapt gathered experts in multi-channel marketing to look at how the APAC region is changing the game.
The Asia-Pacific Region (APAC) is leading the way in an array of emerging marketing channels such as in-game advertising, programmatic audio, and digital out-of-home (DOOH). With that comes a host of new opportunities for brands and agencies to create compelling consumer experiences.
At a recent event hosted by The Drum Network and programmatic advertising platform StackAdapt, we gathered market leaders to ask: what are the opportunities and challenges in 2023 for multi-channel marketing in APAC?
Marketers who have adopted multichannel marketing practices have realized significant business benefits, from brand awareness to improved campaign performance, reaching new customer segments, delivering personalized services in a data-safe space, and a higher return on marketing investment (ROMI). All this while providing a seamless journey for consumers across channels.
Our panel discussed the opportunities this all brings: for improvements through better organizational alignment, process definition, and technology integration. While fragmentation and investment in multi-channel platforms remain challenges, APAC marketers are diving headlong into the future.
In-game ads: a phenomenon in APAC
While our panel emphasized the need for businesses to reach their audiences where they are, gaming emerged as the biggest phenomenon in APAC.
For years, APAC has been the leading contender in an industry that is valued at $300bn USD. Gamers in APAC spend 8 hours and 27 minutes each week playing games.
The marketing industry looks at in-game marketing as the gateway to an audience that doesn’t connect with traditional media. Brands can tap into this unique ad channel to reach massively engaged consumers.
Speaking about the opportunities in 2023 for multi-channel marketing in APAC, Nikunj Arora,…
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