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SINGAPORE : Advertisers need to find new and more interesting ways to reach out to regional consumers via mobile internet.
In a survey, Internet search engine Yahoo said as much as half of the mobile users in emerging markets in Southeast Asia are surfing the web using their phones these days.
More people in countries like Indonesia and Vietnam now have mobile phones to log onto the Internet.
And they are using them to access the Internet because of factors like attractive tariffs, more 3G networks and affordable data plans.
Mobile Internet penetration in Indonesia - the largest and fastest growing online market in Southeast Asia - jumped to 48 per cent from 22 per cent last year.
In Vietnam, mobile Internet access nearly doubled to 19 per cent.
So marketers are now scrambling to address the challenges of advertising on mobile devices.
Ken Mandel, regional VP of Advertising Sales at Yahoo said: "Smaller screens, less sophistication in terms of processing power, so you can't do rich videos or advertising, but that's all changing. (However), not everyone has a smartphone. There are phones out there with lower processing speeds.
"The other big challenge is it's a very personal device, and you have to respect the privacy that goes with such a personal device."
The survey also found that social media like Facebook and Twitter is changing the way people interact with each other and the media.
Advertisers want to make use of these platforms to reach out to consumers.
"They are asking us for rich media executions, ways where they can engage audiences more holistically. Some are also looking to incorporate social elements into their advertising, looking to integrate video, so some of the very successful campaigns we've done have actually been video campaigns," said Varsha Rao, CEO of SingTel Digital Media.
The survey showed that companies should widen their advertising campaigns to older consumers because this group is increasing its use of social networking tools. - CNA /ls
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