Around 7 in 10 APAC marketers spend on in-app ad

About 52% of marketers place in-app mobile game advertisements.

A study found that 7 in 10 marketers in Asia Pacific include in-add advertisements as part of their marketing strategy, with Singaporeans more keen on launching such strategies

The survey commissioned by PubMatic and Milieu Insights found that per market, Singapore marketers are most likely to buy in-app at 88%, followed by South Korea at 84%.

Japanese buyers are less inclined to buy in-app at just 47%.

Despite the differences, the markets cited brand awareness as the leading benefit of in-app advertising with around 80% seeing improved brand awareness.

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Performance-focused buyers are more likely to place in-app advertisements, it added.

In mobile game advertising, 52% of the marketers surveyed have an in-game marketing strategy, varying widely across markets with 77% in Singapore and only 15% in Japan.

“Most advertisers who are reluctant to invest in mobile gaming ads cited their primary reason as misalignment with company or brand values, or misalignment with target audiences. In the Japanese market, for example, there are misconceptions around gaming audiences being young and largely male, when in reality women account for 55% of the mobile-first gaming community in Japan,” the report found.

The survey involved 300 business decision-makers from brands and agencies, 100 each were culled from Singapore, Japan, and South Korea.