1、ContentsI.ForewordII.Epilog0113Swift.Smart.Spontaneous:The New-ageSoutheast Asian Consumer.01Speed.Scale.Serendipity:The Craft ofMobile Marketing.02Chapter 1.1 The Era of Constant Connections .Chapter 1.2 The Love for Live.Chapter 1.3 Gaming Galore.Chapter 1.4 New Trends,New Expectations.Chapter 2.1

2、 Building Brand Love on Mobile Chapter 2.2 The Meteoric Rise of Generative AI.Chapter 2.3 Empowering Change:Driving ResponsibleInnovation in Ad Tech.02050710141923ForewordIn the dynamic landscape of digital innovation,Southeast Asia stands tall as a lighthouse leading the way through constant transf

3、ormation and growth.With a staggering surge in mobile adoption and an increasingly interconnected population,the region unites in its demand for seamless experiences.This presents marketers and advertisers with an array of opportunities to engage and delight todays discerning Southeast Asian consume

4、rs.The reliance on the internet,and more specifically,the smartphone,to stay connected and updated is at an all-time high.So,in 2024,mobile will not just be a mere platform for driving your brand message;it will be a gateway to immersive experiences,personalized interactions,and community engagement

5、.For marketers,this means understanding the pulse of the audience and crafting compelling narratives and experiences that resonate deeply.The hyperconnected Southeast Asian consumers look forward to the front page of mobile for several experiences that cater to their unique interests,with live strea

6、ming and gaming emerging as clear winners.A booming e-sports culture,mobile and internet accessibility,content diversity,social engagement,and influencer culture have drawn a young,tech-savvy generation to instantaneous indulgence.It is also imperative to recognize the potential of AI in transformin

7、g marketing campaigns.Since an AI-first approach enables hyper-personalization at a scale that was not imaginable before,marketers can no longer afford to sideline its game-changing attributes.But a larger responsibility than that of delivering engaging content and personalized narratives falls on t

8、he shoulders of the industry today a privacy-compliant approach.Adhering to evolving privacy regulations in the region is not enough;it is necessary to adopt smarter and safer targeting methods to protect your consumers data.While the subject of a larger responsibility persists,sustainability has no

9、w taken center stage as a key factor in the decision-making process of conscious Southeast Asian consumers.For businesses,it means taking accountability and committing to reversing or reducing their carbon footprint.Deploying green capital and taking a closer look at the ramifications of complex tec

10、h infrastructures can serve as a starting point in the journey toward a greener future.With a deep understanding of Southeast Asian consumers,a keen eye on emerging trends,a privacy-first approach,and sustainable initiatives,brands can unlock boundless potential and drive real connections with their

11、 audiences.InMobis 2024 Mobile Marketing Handbook will serve as the north star for your strategy in the year ahead,empowering you to actualize your brand vision to drive ground-breaking results.Swift.Smart.Spontaneous:The New-age Southeast Asian ConsumerMOBILE MARKETING HANDBOOK 2024PAGE 01SOUTHEAST

12、 ASIACHAPTER 1MOBILE MARKETING HANDBOOK 2024PAGE 02SOUTHEAST ASIACHAPTER 1.1Chapter 1.1The Era of Constant Connections This chapter highlights the current state of Southeast Asias flourishing digital economy and accelerated mobile usage,which unveils some of the most digitally evolved consumers acro

13、ss the globe.Southeast Asia is among the worlds fastest-growing digital regions.This dramatic surge has been powered by mobile.With nearly 90%of Southeast Asians being smartphone users,the rate is higher than even developed regions like North America and Western Europe!FastForward:Southeast Asias Di

14、gital Boom PredictionsThe digital economy shows no signs of stagnation Southeast Asias digital economy delivered$100 billion in 2023,growing at a 27%Compound Annual Growth Rate(CAGR)since 20215.The contribution from e-commerce,travel,transport,and mediawas$70 billion.What is remarkable is thatthe Gr

15、oss Merchandise Value(GMV)grew11%to$218 billion6.That is not all.The growth looks promising,and the smartphone and internet penetration rates continue to soar.million internet users in the region1 smartphone penetration rate2 billion value of the Internet economy3billion value projected for the Inte

16、rnet economy by 20253 million smartphone users by 2028,a 7%jump from what it is today4400+$29588.9%359.4$218Southeast Asias Digital BoomMOBILE MARKETING HANDBOOK 2024PAGE 03SOUTHEAST ASIACHAPTER 1.1Consumer engagement and spending are high despite increased costs of living.The top 30%of Southeast As

17、ian spenders make up more than 70%of digital economy spending.In the holiday shopping season at the end of 2023,60%of Southeast Asians reported plans to increase online shopping budgets,and 30%planned7 to increase offline shopping budgets.The time spent on mobile continues to stay high in Southeast

18、Asia and is a lot more than most other regions in the world.With an average of 4 hours and 42 minutes9 spent on mobile,Southeast Asia exceeds the world average by over an hour.Four Southeast Asian countries made it to the top ten:The Philippines,Thailand,Indonesia,and Malaysia.In fact,the first two

19、are the worlds top two countries spending the most time on mobile!Southeast Asians are truly always onInternet Economy Size in Southeast Asia by Country*The phone is never far Turning to the phone has become a natural move when people are on a break or need to do a task.is how frequently people chec

20、k their phones*Source:Exploding Topics*Source:StatistaSoutheast Asians are using their phones for everything from daily tasks to entertainment,and as expected,gaming is at the top of the list.more time spent on phones by women compared to menSizzling Highlights on Phone Usage*Indonesia$82 billion$36

21、 billionThailand$30 billionVietnam$24 billionThe Philippines$23 billionMalaysia$22 billionSingaporeTime Spent on Smartphones Per Day in Southeast Asia*5 hours 47 minutes The Philippines4 hours 56 minutesIndonesia3 hours 38 minutesSingapore5 hours 28 minutesThailand4 hours 49 minutesMalaysia3 hours 3

22、2 minutesVietnam58 times a day13 minutesTHE ERA OF CONSTANT CONNECTIONS4 hours 42 minutesSoutheast Asia average3 hours 15 minutesglobal averageMOBILE MARKETING HANDBOOK 2024PAGE 04SOUTHEAST ASIATHE ERA OF CONSTANT CONNECTIONSCHAPTER 1.1With Southeast Asian consumers living fast-paced lives,multitask

23、ing is of major importance.Therefore,super apps are seeing superlative engagement Singapores Grab and Indonesias Gojek,for example.These apps10 are available in multiple countries and offer a variety of services such as food delivery,mobile payments,and online retail.This combination is seeing great

24、 success in Southeast Asia,making it a multi-billion dollar market10.This indicates a growing appetite for a single destination that offers multiple Games Social Networking Utilities Photo and Video Entertainment Top Five App Categories in Southeast Asia*App Usage by Age in Southeast Asia Age range1

25、8-2430-3425-2945-5435-4455-65 Above 65Percentage of app users 27.7%14.7%4.6%17.6%10.6%20.2%4.6%experiences,leading to a demand for seamless experiences.In the next few chapters,we will see how seamless experiences are taking center stage in every aspect of content consumption,all the more in Indones

26、ia,which is one of the leaders in the region when it comes to living a mobile-f irst lifestyle.*Source:InMobi Platform DataMOBILE MARKETING HANDBOOK 2024PAGE 05SOUTHEAST ASIAChapter 1.2The Love for LiveThis chapter sheds light on the unstoppable surge of live content in Southeast Asia and its new fo

27、rm that has enchanted Indonesia.Saying live streaming has captivated Southeast Asia is an understatement it has been all the rage since 2021.In Vietnam,for instance,about a third of consumers reported spending 15 minutes to half an hour11 watching live streams,and a third said they spent more than h

28、alf an hour on such streams.Moreover,live streaming for games has shot through the roof in Southeast Asia-with an annual growth rate of 10.2%12,which indicates a potential market volume of$830 million by 2028.Live commerce is also making waves.In 2023,around 5 in 1013 Southeast Asians reported tunin

29、g in to livestream shopping sales at least once a week,with 63%saying they made purchases while doing so.In the Philippines,nearly 60%14 of consumers said they bought products from live streams-and this was as early as 2021!FastForward:Live-streaming Predictions$3 billionvalue projected for the glob

30、al live streaming market in 202715Largest market growthto be witnessed in Asia143.7 millionSoutheast Asians will be live-streaming games in 202812 The country where live streaming rulesWhile the love for live video has soared in the region,Indonesia ranks first12 with the highest number of active vi

31、ewers.Indonesians are actively tuning in on their mobile phones every day to watch live streams that interest them,and it has become a major way they spend their free time.Now,they have discovered a new to seamlessly consume the live content they love the Glance smart lock screen.CHAPTER 1.2MOBILE M

32、ARKETING HANDBOOK 2024PAGE 06SOUTHEAST ASIATHE LOVE FOR LIVECHAPTER 1.2Glances live destination on its smart lock screen platform is where millions of Indonesians watch 2 million hours of content per month without unlocking their phones.Let us have a look at how much time they spend there and what c

33、ontent they seek.Gaming is at the top of the live-streaming list,but there is a variety of content attracting Indonesian viewers.From pop culture to cooking,no stone is unturned when we look at the live videos loved in the archipelago.The Indonesian Live Video Obsession*Top Categories in Indonesias

34、Live Video List*A Glimpse of the Live Destination on Glancemonthly active viewers155,000+watch hours140,000+watch hours125,000+watch hoursshows a daywatch hours a month15 million Fitness HacksSportsCooking and Mukbang35 live2 million60,000+watch hours110,000+watch hoursArt Tutorials95,000+watch hour

35、sBeauty Hacks85,000+watch hours K-Pop and Movie Reviews75,000+watch hoursHobbies and LearningTravel ShowsEvents are more eventful with live video on Glance and Roposo*viewers joined the 2023 Southeast Asia Games live streamEvidently,live streaming is a massive phenomenon that has touched hearts and

36、enhanced interactions via mobile,and it is only gearing up to go bigger.viewers saw the GIIAS Auto Expo2 million300,000*Source:Glance and Roposo Platform Data,2023MOBILE MARKETING HANDBOOK 2024PAGE 07SOUTHEAST ASIACHAPTER 1.3The boosters for mobile gaming in Southeast AsiaChapter 1.3Gaming GaloreThi

37、s chapter explores how gaming has won hearts in Southeast Asia,with a spotlight on the rise of the gaming phenomenon in Indonesia.Gaming is not a fresh face in Southeast Asia It has been witnessing a massive boom in the region for years.This growth trend will continue to be exponential as expected,w

38、ith the gaming market projected to reach a mammoth$7.76 billion by 202716.Easy Access Scores High The reason for Southeast Asians to choose mobile gaming over personal computers is the easy access it offers.The Southeast Asian passion for gaming is driven by a variety of reasons.million Southeast As

39、ians will be gaming penetration rate projected246.934.7%FastForward:Gaming Growth Predictions for 2027*are teenagers55%8%Age is No Bar in the Gaming World*of mobile gamers are aged 55+E-sports is Ever-growingE-sports,although relatively new inSoutheast Asia,is expanding extremely fastand pulling mor

40、e avid gamers to mobilegaming.With e-sports having become anofficial medal sport at the Asian Gamesand receiving massive government support,the industry moves forward with a newimpetus.The introduction of single-tap mobile gaming in Indonesia has seen massive success,which is a testament to this tre

41、nd.Single-tap gaming is a phenomenon where people can play games without downloading them or unlocking the phone,and it has caught the fancy of consumers across ages and genders.*Source:Research and Markets,2023MOBILE MARKETING HANDBOOK 2024PAGE 08SOUTHEAST ASIAGAMING GALORECHAPTER 1.3The Indonesian

42、 Single-tap Gaming Obsession*monthly active gamers on the smart lock screenFor Indonesians in this destination,gaming goes beyond just discovering and playing a game.It also includes watching live streams and viewing and competing in e-sports tournaments.games played per dayseconds spent per session

43、 per user7 million1.2 million192Southeast Asian gamers are of all ages17,with hyper-casual and casual games attracting those who do not possess hard-core gaming skills.Similarly,both women and men show considerable interest in gaming.There is no doubt that gaming is universal,and like the universe,i

44、t is vast and ever-evolving.Spotlight on Seamlessness:The Rise of Single-tap Gaming in IndonesiaToday,Indonesians are getting closer to the games they love with added seamlessness a single-tap gaming experience onGlances smart lock screen platform.With its gaming destination,millions ofIndonesians p

45、lay games with one tap without downloading them or unlocking thephone.A Glimpse of the Gaming Destination on GlanceIndonesians interest in and enhanced engagement with e-sports is unmissable.The tournaments on Glances gaming destination have been big hits,with millions tuning in to watch and compete

46、.One Stop for Gaming,Streaming,and Competing*casual games across 15 genresgaming live streams per monthe-sports tournaments each year400+50+8+*Source:Glance Platform Data,2023*Source:Glance Platform Data,2023MOBILE MARKETING HANDBOOK 2024PAGE 09SOUTHEAST ASIACHAPTER 1.3were received for the 6-day iF

47、eL Southeast Asia Championship live stream,3+million more than YouTube and TikTok combined for the same tournament!The verdict is clear:Single-tap gaming is set to soar to new heights.8.4 million viewsSingle-tap e-sports sees astonishing successjoined the 12-day Goddess League live tournament for Mo

48、bile Legends Bang Bang in February 2023joined the 11-day iFeL Ramadan live-stream tournament for Mobile Legends Bang Bang in March 20231.67 million viewers1.63 million viewersMOBILE MARKETING HANDBOOK 2024PAGE 10SOUTHEAST ASIACHAPTER 1.4Chapter 1.4New Trends,New ExpectationsThis chapter covers how t

49、he emergence of the smart lock screen in Indonesia has led to new ways of consuming content and experiences.Today,Southeast Asians seek novelty with every tap and swipe.They choose seamless,fast,and personalized experiences without compromising on privacy.This is even more pronounced in Indonesia,wh

50、ere people have begun to seek experiences with a single tap from the content of their choice to trends,news,live streams,and gaming,they are doing it all from the smartphones lock screen.Content Consumption on the Smart Lock Screen in Indonesia*Indonesians active(MAU)a day spent consuming content30

51、million10 minutes*Source:Glance Platform Data,2023Lock screen MOBILE MARKETING HANDBOOK 2024PAGE 11SOUTHEAST ASIAWhen Indonesians interact with the lock screen,they enter an even more immersive experience where they can read or watch personalized,trending content in detail and interact with it.A sin

52、gle session for a user lasts 28 seconds on average here.This is the destination where Indonesians get the latest updates from around the world.A single user spends around 100 seconds in one session on this destination without unlocking their phones.Lock screen feed*News and fashion*Indonesians activ

53、e(MAU)Indonesians active(MAU)content cards consumed in a single sessionarticles read per day18 million16 million10+220,000CHAPTER 1.4NEW TRENDS,NEW EXPECTATIONS*Source:Glance Platform Data,2023MOBILE MARKETING HANDBOOK 2024PAGE 12SOUTHEAST ASIACHAPTER 1.4NEW TRENDS,NEW EXPECTATIONSHome to a massive

54、library of games across all genres casual,hyper casual,puzzle,competitive,and more this is where an Indonesian user spends more than 3 minutes in one session.It is a single spot to discover,play,watch,and compete without downloading games or unlocking the phone.Indonesians enjoy an enhanced live exp

55、erience directly on their lock screens,and they spend more than 2.5 minutes in a single session.Gaming*Live*Indonesians active(MAU)Indonesians active(MAU)games played per dayhours of content watched per month7 million1 million1.2 million2 million*Source:Glance Platform Data,2023MOBILE MARKETING HAND

56、BOOK 2024PAGE 13SOUTHEAST ASIASpeed.Scale.Serendipity:The Craft of Mobile MarketingCHAPTER 2MOBILE MARKETING HANDBOOK 2024PAGE 14SOUTHEAST ASIACHAPTER 2.1Chapter 2.1Building Brand Love on MobileThis chapter delves into how brands can deliver game-changing experiences to every type of audience by unl

57、ocking the power of the smart lock screen.We explore how the biggest brands in Southeast Asia,especially Indonesia,are tapping into Glances diverse audiences.When smartphone users in Southeast Asia unlock their phones around 58 times a day,it gives brands several opportunities to catch their eye.How

58、ever,one of the main problems both marketers and consumers face is being lost in a whirlwind of content.This has begun to change in Indonesia,where consumers are exploring a world of single-tap content consumption directly on their smart lock screens.Let us explore how brands can leverage this platf

59、orm to give their audiences what they want.Weaving Engaging Narratives for Indonesians on GlanceThe Smart Lock Screen Advantage A seamless experience on the mobile is what consumers are after,but few brands are giving in to this demand.Sidelining the soaring internet penetration rate-which reached o

60、ver 77%of Indonesias population in the beginning of 2023-may prove to be a missed opportunity for brands looking to stir up their strategy in 2024.With so many more people using smartphones,mobile has become a valuable medium for targeted advertising,and the smart lock screen acts as a game-changer

61、by giving people the content they want before they unlock their phones.This prime placement allows advertisers to capture their attention effectively,leading to higher engagement rates and unique formats that stay etched in their memory.MOBILE MARKETING HANDBOOK 2024PAGE 15SOUTHEAST ASIAHyperconnect

62、ed consumers who are always in the knowParents who seek home and family content,entertainment,recipes,and wellness tipsEnthusiastic sports fans who seek live scores and highlightsFashion enthusiasts who also love beauty and wellness contentFood fanatics seeking new dishes and recipes instantaneously

63、Gaming aficionados interested in e-sports or live gamesSocial media enthusiasts who love exploring the latest trendsTravel lovers who love a mix of adventure and purposeBUILDING BRAND LOVE ON MOBILEWho is on Glance?CHAPTER 2.1MOBILE MARKETING HANDBOOK 2024PAGE 16SOUTHEAST ASIABUILDING BRAND LOVE ON

64、MOBILECHAPTER 2.1How can brands identify and reach these audiences in a privacy-first way?Advertisers can get a holistic view of the various Indonesian audiences on Glance by tapping into the powerful integrated data and signals made available to them from various sources:With Glance,they get insigh

65、ts into the content consumption on the platform.Explicit signals such as handset and carrier,language,and demographic and geographicparameters create a base for broad targeting.Implicit signals such as the consumers context and favorite content formats andcategories help advertisers get a deeper und

66、erstanding.With this,advertisers can arrive at unique audience cohorts that enable smarter targeting that is more deeply personalized.Macro cohorts enable broad targeting within an interest and micro cohorts can help dive deeper into niche interests within a particular category.For example,a macro c

67、ohort could be context explorers,and within them,advertisers can target niche micro cohorts such as OTT binge-watchers or music lovers.5 ways brands can delight Indonesians with smart lock screen experiencesPersonalized content on the lock screenSingle-tap discovery for easy and high-quality engagem

68、entMultiple formats,genres,and categories that are fresh and immersiveLive experiences from gaming to entertainment streams without unlocking the phoneVisually striking full-screen experiences that capture total attentionNow,we will reimagine the marketing funnel and see how brands can achieve cross

69、-funnel objectives with Glance.Reimagining the Marketing Funnel in Indonesia with Glance Win over Indonesian consumers and ace across-the-funnel KPIs through Glance with three distinct strategies crafted to suit every campaign need.1.Make an Impact at the Awareness StageTo create a buzz around your

70、brand,maximize visibility,and increase interaction.For product and brand launches,brand campaigns to reinforce brand message and improve recall,and topical or marquee calendar events.Through full-screen display ads on the lock screen and masthead display ads on the gaming destination.Why?When?How?MO

71、BILE MARKETING HANDBOOK 2024PAGE 17SOUTHEAST ASIA2.Engage your Audience to InspireConsiderationTo entice audiences already familiar with your brand,delight them in new ways,and raise interest or intent to buy.Why?BUILDING BRAND LOVE ON MOBILECHAPTER 2.1Sustenance for active campaigns,informational c

72、ampaigns about the product or service,efforts to drive product interaction.Display,Video,and Rich Media on Glance or the gaming destination.When?How?3.Promote Effectively for Driving ActionTo increase app downloads,acquire new users,remarket to existing users,and re-engage dormant users.Conversion-f

73、ocused campaigns,increasing installs or subscriptions,and customer retention programs.The one-click install feature on the Glance smart lock screen.Why?When?How?MOBILE MARKETING HANDBOOK 2024PAGE 18SOUTHEAST ASIADelivering a Seamless Single-tap ExperiencePartnering with I-DAC,Glance,and InMobi,Indof

74、ood Syrup Freiss by The Indofood CBP Group launched its brand-new packaging with an industry-first auto-lock technology in Indonesia and drove engagement through a unique experience on the Glance smart lock screen during the auspicious month of Ramadan.Key Objectives Increase interest in coupon clai

75、msConvert loyalists of competitor brandsSolution Perfectly timed live experience A live cooking stream in Bahasa right before it was time to break the fast took over the Glance smart lock screens of several Indonesians.In collaboration with a food influencer from Masak TV,their mobile screens served

76、 some of the most delectable recipes made with Freiss syrups,showcasing the three USPs of the new packaging.Effective retargeting and festive offer promotions Retargeting viewers of the live stream with an enticing sampling campaign that further led them to a 40%discount coupon led to increased inte

77、rest and coupon claims among users.The Outcome Freiss was successful in enticing people to drive awareness about the brand and the packaging,avail the discount coupon,and also get buyers of competitor brands to try their products,adding significantly to their customer base.703K Indonesians reached o

78、n Glance102%of the coupon redemption targetachieved“InMobi helped us create a unique campaign fitting for our first-of-its-kind packaging for Freiss.The team truly aided us in adding festive joy to Indonesians with a refreshing solution.”Sri Pur National Sales&Group Product Manager,Indofood Syrup Fr

79、eiss CHAPTER 2.1BUILDING BRAND LOVE ON MOBILEMOBILE MARKETING HANDBOOK 2024PAGE 19SOUTHEAST ASIACHAPTER 2.2Chapter 2.2The Meteoric Rise of Generative AIIn this chapter,we see how generative AI is elevating mobile marketing,InMobis advertising platforms,and Glances content personalization.Ever since

80、OpenAI broke into the digital world with ChatGPT and Dall-E,content creation has never been the same.Generative AI has emerged as a game-changer for marketers and content creators,rapidly evolving from text generation to generating images,audio,and even entire videos.The rise of free platforms,pione

81、ered by ChatGPT and followed by Googles Bard and Microsofts AI co-pilot,has democratized AI.This made its powerful capabilities accessible to everyone.We are merely scratching the surface of its potential.Behind the scenes,companies are becoming more efficient,creating superior processes and user ex

82、periences that are not always brandedc as AI-enabled.Generative AI is seamlessly integrating with martech tools and powering website builders.Generative AI also powers intelligent chatbots,enhancing personalization and engagement.Microsofts Bing AI is reshaping search engines19,making searches more

83、conversational and intelligent.As AI intertwines with every facet of marketing,from content creation to adaptive strategies,it empowers marketers to stay agile in the face of rapidly changing trends.The rise of generative AI in 2023 is more than a temporary trend;it is a transformative force that is

84、 going to shape 2024.AI-powered innovation with InMobi Generative AI has emerged as the driving force behind InMobis quest for compelling and thoughtful experiences.This has led to empowering brands with visually stunning and contextually relevant advertising.By harnessing the power of machine learn

85、ing and generative algorithms,InMobi ensures that its ads not only meet the highest standards of aesthetic appeal but also resonate with audiences on a deeper,more personalized level.Fast-forward:Predictions for AI Adoption in Southeast Asia*million to be spent on AI solutions in 2026annual growth r

86、ate for the market from 2021 to 2026$64640.8%*Source:DataikuMOBILE MARKETING HANDBOOK 2024PAGE 20SOUTHEAST ASIAA Few Ways to Use AI in Advertising With InMobiLeverage the power of AI-generated musicCreate a revolutionary customer support experience with AI chatbotsUtilize AI-generated image assets i

87、n rich mediaTHE METEORIC RISE OF GENERATIVE AICHAPTER 2.2MOBILE MARKETING HANDBOOK 2024PAGE 21SOUTHEAST ASIACHAPTER 2.2THE METEORIC RISE OF GENERATIVE AIGlance employs AI to deliver elevated experiences that are eye-catching and immersive.From text-to-video to interactive quizzes,AI powers a number

88、of experiences on Glance.Text to Video With a simple text prompt,we get an audio-visual output that comprises an image,some text,and a voiceover.Tips to Maximize the Impact of AIAI has also helped transform the engines that run ad campaigns.At the heart of InMobis platforms,AI has automated the enti

89、re advertising process,ensuring campaigns are not just launched but intelligently maneuvered to deliver optimal performance with minimal advertiser effort.How Glance uses generative AI to personalize content Glance is reshaping the internets content and bringing it to the front page of mobile.It has

90、 made content personalized and serendipitous on its smart lock screen for over 25 million Indonesians.As users dive deeper into their interests,it opens up a world where they can read relevant news,play games they love,and interact with their favorite creators on live video.The 8 Steps to Synthesize

91、 a Glance Card With AI3 Ways Glance Elevates Experiences With AIGlance leverages cutting-edge AI tools to curate personalized and captivating content for consumers on the smart lock screen.Embracing the power of machine learning algorithms and computer vision,it has streamlined various aspects of co

92、ntent delivery.By employing these AI tools,Glance excels in ranking and tagging,ensuring that the most engaging pieces prominently grace peoples screens.While Generative AI is new in the world,Glance has been leveraging its power for four years as Synthetic Media Style Automation.Step 1Step 5Step 2S

93、tep 6Step 3Step 7Step 4Step 8Candidate Story Text SummarizingDeduplicationHeadline GenerationContent FilteringImage SelectionContent ScoringSmart Text Placement Card Generation Leverage AI to make it work behind the scenesBe open and honest about how you use AIUnderstand the limitations of AI in ter

94、ms of technical aspects,time,and moneyMOBILE MARKETING HANDBOOK 2024PAGE 22SOUTHEAST ASIAInteractive QuizzesFrom a news article,AI picks facts and generates quiz questions and answers,selects images,validates them,and renders a quiz that consumers can engage with.Glance commits to ensuring the conti

95、nuous delivery of fresh and interesting content that aligns with individual preferences.This is done with the help of prediction serving,where user data is analyzed and it predicts what content users will engage with moving ahead.The strategic use of AI extends to the caching of content,facilitating

96、 a smooth and uninterrupted browser experience for users.Ultimately,leveraging AI is imperative for marketers.Its our imagination that holds the key to unlocking its full potential in the marketing realm.TranslationAt Glance,we get AI to translate not only text but also audio,so that a piece of info

97、rmation and entertainment can be delivered across regions in a consumers preferred language.CHAPTER 2.2THE METEORIC RISE OF GENERATIVE AIMOBILE MARKETING HANDBOOK 2024PAGE 23SOUTHEAST ASIACHAPTER 2.3Chapter 2.3Empowering Change:Driving Responsible Innovation in Ad TechThis chapter delves into Southe

98、ast Asias eco-conscious,privacy-first consumers and how brands can lead the charge with responsibility and accountability.In the digital-first era,data privacy and sustainability take precedence.Privacyto foster trust respect your audiences data,and sustainabilityto ensure a greener planet.It is inc

99、reasingly clear that the future of digital advertising hinges on embracing smarter and safer targeting practices,not just in Southeast Asia but also globally.As consumers in the region embrace a privacy-first ethos,advertisers must pivot toward strategies that help them achieve their goals while res

100、pecting user privacy,fostering trust,and adhering to industry standards.In response to the dynamic regulatory environment,InMobi has introduced a comprehensive and free Consent Management Platform(CMP)designed to empower publishers in Southeast Asia.This platform,built on the foundation of privacy a

101、nd compliance,enables publishers to seamlessly manage user consent for data processing and advertising activities,adhering to the stringent standards set by Google and the Interactive Advertising Bureau(IAB).Recognizing the significance of this shift,InMobis CMP not only supports iOS and Android but

102、 also ensures cross-device and cross-environment compatibility,providing a consistent user experience across various platforms.By offering real-time insights into the demographic and psychographic makeup of the audience,we aim to empower marketers to navigate the complexities of the privacy-first ag

103、e while building trust and loyalty with their audience.A Smart,Privacy-first Approachof Southeast Asians surveyed by IAB SEA+India said they fully understand,or think they understand what data privacy means20.92%CMPs are not just a tool;they are strategic allies in the journey toward smarter and saf

104、er targeting.MOBILE MARKETING HANDBOOK 2024PAGE 24SOUTHEAST ASIARise in Conscious Consumerism Conscious consumerism has gained traction due to increased awareness about environmental degradation and the desire for more ethical and sustainable living.Top-level decision-makers,marketers,and thought le

105、aders can play a huge role in setting the right example for their audience,further building trust through consistent change-making efforts as mindful decisions among Southeast Asian consumers take precedence.Tackling Ad Techs Sustainability Conundrum Digital has always been considered as the better

106、alternative,often believed to have slowed down the rate of natural resource depletion.But the ground reality is a stark contrast from this assumption and graver than it may seem,owing to record levels of energy consumption that are growing each day.of customers in Southeast Asians surveyed by Rakute

107、n Insight said they are driven by sustainability-focused tactics21To combat carbon emissions stemming from digital waste,advertising and ad tech companies can employ Supply Path Optimization(SPO)as a key strategy.This includes:Lastly,educating stakeholders about the environmental impact of digital w

108、aste in advertising can drive conscious decision-making and further encourage the adoption of sustainable practices.A Green Outlook:InMobis Commitment to the Environment InMobi is on its way to making ad tech more sustainable.As a part of these efforts,it has partnered with entities and global initi

109、atives that act as the guiding light for the advertising industry when it comes to mitigating ecological issues.Take a look at the highlights of the commitment towards a better future.Collaboration with Science-BasedTargets InitiativePartnership with Ad Net ZeroCarbon-neutral infrastructure poweredb

110、y Microsoft AzureLightweight SDK for a greener supplychainMeasuring indirect emissions throughthird-party partnersThat is the impact of ad tech on the environment,and it does not stop there.The more impressions per campaign,the larger the emissions,and the bigger the hazard.Inefficiencies,redundanci

111、es,and unnecessary processes that contribute to excessive energy consumption and carbon emissions within the digital advertising ecosystem are all considered digital waste.Online ads,complex ad tech infrastructures,data storage and processing,and inefficient delivery mechanisms all contribute to thi

112、s issue.65%1 million impressions=1 metric ton of Carbon=Fully charging one hundred and twenty thousand smartphones=Carbon in 2.4 million plastic strawsReduction of intermediaries in the ad delivery processData efficiency and optimization to target only relevant audiences Transparent supply paths for

113、 clearer visibility into where ads are placedEliminating inefficient ad tech processes that generate unnecessary energy consumption CHAPTER 2.3TACKLING AD TECHS SUSTAINABILITY CONUNDRUMPAGE 25MOBILE MARKETING HANDBOOK 2024SOUTHEAST ASIACHAPTER 2.3TACKLING AD TECHS SUSTAINABILITY CONUNDRUMAdvancement

114、s in InMobis Sustainability Journey So Farcompared to average server emission factorsgreener self-serve solutionsreduction in emissions through direct SDK integrations combined with Machine LearningAmong the top 5th percentile80-90%30%MOBILE MARKETING HANDBOOK 2024PAGE 26SOUTHEAST ASIAEpilogAs we st

115、and at the cusp of a technological revolution,particularly evident in the ever-evolving digital terrain of Southeast Asia,knowing the upcoming trends serves as a compass.With average daily smartphone usage surpassing global norms,the convergence of mobile usage and technological advancements like ar

116、tificial intelligence has positioned this region at the forefront of innovation.The mobile user in Southeast Asia is not merely a passive consumer but an active seeker of information and entertainment,gravitating toward avenues such as gaming and live video.However,as marketers delve into the vast p

117、otential of these advancements,a critical responsibility beckons one that extends beyond campaigns and click-through rates to encompass privacy and environmental considerations.For a successful advancement into mobile marketing in 2024,brands and marketers should take note of the following pivotal h

118、ighlights:Make the first move on the smart lock screen When the mobile has become a battleground for attention,the front page serves as the cover of your brands storybook and the gateway to consumer engagement.When opened,brands can seize the opportunity to put themselves ahead.Millions have discove

119、red their favorite content with a single tap,directly on the smart lock screen.Bring efficiency and seamlessness with generative AI As we delve into the new year,generative AI continues to wield transformative power.Brands can use it as a catalyst to create intuitive,dynamic,visually stunning experi

120、ences that adapt to diverse consumer preferences at an unparalleled pace.Glance uses AI to provide richer,engaging,and visually appealing experiences.AI drives many of the activities on Glance,including interactive quizzes,text-to-video functionality,and even seamless translation of audio for differ

121、ent regions.Spearhead responsibility and accountability We saw that Southeast Asia demands a rapid shift towards privacy-first practices and sustainability in mobile advertising.Consumers appreciate for ethical campaigns that balance the art of personalization with a deep commitment to protecting us

122、er data and fostering trust As consumers prioritize ethical engagement,InMobi has initiated change with a comprehensive Consent Management Platform,ensuring compliance and consumer trust.Addressing the environmental impact,we unveiled strategic steps and InMobis commitment to sustainability,aligning

123、 with global initiatives.This marks a crucial juncture,urging marketers to champion responsible practices for a greener,more conscientious digital era.These breakthroughs and consumer trends in 2023 have created a launchpad for a 2024 that is exciting,heartening,and full of opportunities.MOBILE MARK

124、ETING HANDBOOK 2024PAGE 27SOUTHEAST ASIAReferences1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.16.17.18.19.20.21.22.Statista|Internet Usage in Southeast Asia,2023 Insider Intelligence|Southeast Asia Digital Users Forecast 2023 Statista|Internet Economy in Southeast Asia Forecast for 2025 Insider Intelligence

125、|Smartphones Users in Southeast Asia,by Country,2021-2026 CNBC|Based on a report from Google,Temasek Holdings,and Bain&Company on Southeast Asias digital economy,2023 e-conomy SEA 2023|Above report from Google,Temasek Holdings,and Bain&Company on Southeast Asias digital economy,2023 InMobi report|Th

126、e 2023 Holiday Retail Guide for Advertisers:Trends in Consumer Retail Behavior and Marketing in Southeast Asia Statista|Internet economy size in Southeast Asia in 2023,by country Exploding Topics|Time Spent Using Smartphones(2023 Statistics)Statista|Value of the Online Ride-hailing and Food market i

127、n Southeast Asia Statista|Average Time Spent Watching a Live Stream Session Among Viewers in Vietnam in 2022 Statista|Games Live Streaming-Southeast Asia Milieu|As reported in a 2023 Article on Live Commerce in Southeast Asia by Branding in Asia Statista|Awareness and Usage of Live Commerce in the P

128、hilippines in 2021 Influencer Marketing Hub|77 Live Streaming Stats to Help You Create New Revenue Streams(2023)Statista|Video Games-Southeast Asia Research and Markets,2023 TechInAsia|An IDC InfoBrief commissioned by Dataiku The Drum|Search engine marketing is taking off with AI-dont miss this flig

129、ht IAB SEA+India|Indonesia:Understanding the Consumer Perspective on Data Privacy in SEA Rakuten Insight|Article titled 5 Biggest Consumer Behavior Trends in Southeast Asia|Published:October 2023|Published:October 2023 InMobi U|Inside Mobile Today:Sustainability MOBILE MARKETING HANDBOOK 2024PAGE 28

130、SOUTHEAST ASIAAadya GuptaLead,Integrated Marketing,Asia Pacific,InMobiAbhishek KarambelkarLead,Content Marketing,Asia Pacific,InMobi Kamakshi KamathManager,Content Marketing,Asia Pacific,InMobi Priya ChoudharyArt Director,Asia Pacific,InMobiPriyanka NarasimhaluDesign Manager,Asia Pacific,InMobiRoshn

131、i VermaSenior Associate,Content Marketing,Asia Pacific,InMobi Sreeshna SreekishanDirector-Marketing,Asia Pacific,InMobiContributorsMOBILE MARKETING HANDBOOK 2024PAGE 29SOUTHEAST ASIAAbout InMobiAbout GlanceInMobi is a leading provider of marketing and monetization technologies.With deep expertise an

132、d unique reach in mobile,it is a trusted and transparent technology partner for marketers,content creators,and businesses of all kinds.InMobis mission is to power its customers growth by helping them engage their audiences and build meaningful connections.Its affiliated businesses Glance,an unconsol

133、idated subsidiary that offers a lock screen-based content discovery platform,and video platform Roposo help InMobi create new content and commerce experiences in a world of connected devices.InMobi is headquartered in Singapore,maintains a large presence in San Francisco and Bangalore,and has operat

134、ions in New York,Chicago,Kansas City,Los Angeles,Delhi,Mumbai,Beijing,Shanghai,Jakarta,Manila,Kuala Lumpur,Sydney,Melbourne,Seoul,Tokyo,London,and Dubai.To learn more,visit http:/ in 2019,Glance is a consumer technology company that operates disruptive digital platforms including Glance,Roposo,and N

135、ostra.Glances smart lock screen inspires consumers to make the most of every moment by surfacing relevant experiences without the need for searching and downloading apps.Glance Lock Screen is currently available on over 450 million smartphones worldwide.Roposo is a LIVE platform that is revolutioniz

136、ing live experiences,through a unique,immersive,creator-led approach.Nostra is the largest gaming platform in India and Southeast Asia,offering gamers engaging ways to discover,play,watch,learn and compete.Headquartered in Singapore,Glance is an unconsolidated subsidiary of InMobi Group and is funded by Jio Platforms,Google,and Mithril Capital.For more information visit https:/ https:/nostra.gg/