Small California company captures 20% of big Asian mobile ad spending pie.
As global brand seek out the biggest shift in middle class spenders of disposal able income, the small players with reach and frequency platforms are winning in Asia markets.
Look to this concept to expand as regional brands look for more consumers in the worlds largest consumer shift in decades.
Learning is the future, knowledge is the past.
Mark
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Asia’s middle class is at the forefront of this shift. The region is
forecast to represent nearly 70 per cent of the global middle class
population by 2030.
Trade Desk, which first entered Asia through
Singapore in 2013, is one such firm. The company now has seven locations
across APAC, and plan to expand into India in the next one-to-two
years.
“We are living through a change in advertising:
from traditional to digital, from the random guessing and tapping into
the intuition of people, to the data-driven approach to advertising,”
said Jeff Green, founder and CEO of The Trade Desk.
Within 10 years Asia will contribute over 50 per
cent of the “trillion dollar pie” that the global advertising market
will become, from the “US$700 billion pie” it is today, Green, 41,
predicted.
“Every market in Asia we are in is mobile first, and mobile biggest. We
are by all definitions a mobile-first company,” said Green. Mobile
represents 45 per cent of their spending – the largest channel on their
platforms.
The top 200 global advertisers spent at least US$1 million on The Trade Desk
platform. We help them spend in China: an outside-in strategy,” said
Green. “We power the biggest brands in the world that Chinese consumers
already know, like Coca-Cola and BMW, and come in writing cheques to
Alibaba and Tencent to run ads on their sites. We are bringing money
into China.”
https://www.scmp.com/business/china-business/article/2160266/china-and-asias-middle-class-power-regions-rise-worlds-top
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