It's that time again; our monthly APAC digital marketing stats roundup is here.

This edition features video on demand, instant messaging, mobile ad spend, online video growth, programmatic advertising, sustainable brands and the Rugby World Cup.

For more stats, see the Econsultancy Internet Statistics Compendium.

And just before we start, there are still a few places left at our free behavioural marketing roundtable event in Melbourne on 13 November. 

Request an invite for a chance to discuss the latest trends in email, automation and behavioural marketing with other senior-level industry peers.

Subscription video on demand (SVOD) dominates prime time in Australia

In September 2015, ZenithOptimedia completed a survey of 1,015 Australians aged 14-59.

The data showed that those subscribing to SVOD services were watching around one third less broadcast TV than those who didn't subscribe.

Additionally, a higher proportion of SVOD viewers were concentrating on content. 40% of SVOD viewers reported 'very high' attention levels compared to only 20% watching broadcast TV.

As the chart below shows, SVOD viewing now dominates prime time for this audience, with over 50% most likely to watch SVOD between 7.30pm and midnight.

vod vs TV, times of the day

Instant messaging more popular than social media

TNS studied more than 60,000 internet users worldwide for its Connected Life study.

Since 2014's equivalent study, daily usage of instant messaging has increased by 12%, to 55% of internet users.

This is higher than the 48% of internet users that admitted to daily usage of a social media platform in the same study.

APAC mobile-first markets showed particularly high daily usage of instant messaging. China (69%) and Malaysia (77%) stand in stark contrast to the UK (39%) and the US (35%).

Indian ecommerce heading to $100bn

Goldman Sachs has revised up its May estimate of the 2020 Indian online market from $81bn to $103bn.

The Economic Times (India) quotes the Goldman Sachs report: 

Higher growth in this space is due to the higher-than-expected internet and smartphone penetration, digital wallet adoption, last-mile logistics investments, continued discounting and better execution.

APAC mobile search ad spend is increasing

APAC and Japan search advertising spend has grown by 13% year-on-year (to Q3 end), according to a new report by Kenshoo, which tracked 3,000 advertiser accounts (over 20 sectors and 70 countries).

The majority of this increase is down to mobile, which has seen a 61% year-on-year search ad spend, with impressions increasing by 300%.

Desktop search ad spend increased by 4% over the same period and tablet at 2%.

Image from Campaign Asia

paid search ad spend apj

Heineken tops RWC brand association table

Australia's Marketing Magazine has used Amobee’s intelligence technology to uncover the brands that were most associated with Rugby World Cup games between 1 August and 6 October 2015.

Over 60bn daily digital content engagements from more than 600,000 websites were analysed.

Heineken came out on top, 1.71 times more likely to be associated with the games than second-placed Beats.

Top eight brands most associated with the 2015 Rugby World Cup:

  1. Heineken
  2. Beats
  3. Fox Sports
  4. Samsung
  5. Gilbert
  6. Land Rover
  7. BMW
  8. Emirates

Online video growth lagging in APAC

The latest Sizmek Video Index finds that video growth in APAC (112% since 2013) is lagging behind other regions (EMEA: 160%).

Looking at consumer behaviour APAC is the only region to have seen increased start rates and decreased completion rates for video. Every other region has seen the reverse.

Data was collected from the first half of 2015 (including 17,000 brand advertisers, and 22,000 publishers in over 70 countries) and analysed year-on-year.

For more on online video, see 10 big trends happening in social video.

Stats and image sourced from marketing-interactive.com.

sizmek video survey results 

Sustainable brands preferred in Southeast Asia

The 2015 Nielsen Global Corporate Sustainability report presents findings from a survey of 30,000 consumers in 60 countries.

80% of consumers in Southeast Asia said they prefer to buy socially responsible or sustainably sourced brands.

This is significantly higher than consumers in Europe (51%) and North America (44%).

APAC programmatic penetration at 17%

Programmatic penetration (as percentage of overall display ad spend) is currently at 17% in APAC according to research by Magna Global Intelligence.

The research estimates this figure will hit 35% by 2019.

Programmatic penetration is highest in Australia (46%) and Malaysia (31%). Although spend is lower, these markets are as developed as many EMEA nations.

Mobile is currently responsible for 24% of programmatic spending in the region.

For an intro to programmatic in the region, see Programmatic advertising in APAC: an introduction.

programmatic penetration apac 

Organisational culture not dedicated to dynamic customer experience in APAC

The CMO council and Adobe have released their fourth annual APAC Digital Marketing dashboard including the results of quantitive surveys with 900 senior marketers. 

Two findings stood out:

  • 84% respondents are using marketing technology to analyse and report, however, only 4% believe they are doing an excellent job at measuring ROI.
  • Only 9% of marketers are satisfied that they work in an organisational culture that is 'dedicated to a unified, dynamic customer experience powered by creative content and digital experiences'.
Ben Davis

Published 3 November, 2015 by Ben Davis @ Econsultancy

Ben Davis is Editor at Econsultancy. He lives in Manchester, England. You can contact him at ben.davis@econsultancy.com, follow at @herrhuld or connect via LinkedIn.

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Comments (3)

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Gary McRae, Senior Marketing Manager at Positive Digital

Only 9% of marketers are satisfied that they work in an organisational culture that is 'dedicated to a unified, dynamic customer experience powered by creative content and digital experiences'.

Ben - this is an article in itself. What does this mean about APAC leadership? Does this indicate a lack of customer advocacy?

over 2 years ago

Ben Davis

Ben Davis, Editor at EconsultancyStaff

Here's the Adobe report in question. Certainly does warrant further investigation http://adobe.ly/1KXwCOu

over 2 years ago

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Gary McRae, Senior Marketing Manager at Positive Digital

Thanks for sharing Ben.

over 2 years ago

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