Digital advertising dominates budgets as APAC shoppers are more active on smartphones than ever

Criteo (NASDAQ: CRTO), the commerce marketing leader, has today announced the release of trends report ‘Reach, Clicks and Conversions’. The Criteo-commissioned study conducted by Euromonitor, surveyed Australian CMOs and marketers and analysed local data to reveal the current state of play in Australia’s digital marketing landscape. Findings from the report predicts 87% of total marketing budgets to go digital by 2022. This report, along with Criteo’s recently released Global Commerce Review, takes a deep dive into the commerce marketing world to provide important insight for brands, retailers and marketers.

The Global Commerce Review report uncovered that across APAC, shoppers have new habits that span across every device and channel seamlessly, shopping both in store and online with elevated expectations for fast delivery, easy payment, seamless returns and the ability to click and collect in store or shop in store and have things shipped. Apps have continued to become extremely important, with the report determining that for retailers with a shopping app, 75% of transactions on occur mobile devices and 50% in apps.

Findings also revealed, adspend in print has been contracting over the years, with investment in traditional print advertising down 15.2% annually since 2014.

When it comes to marketing spend, digital, social and paid display ads are dominating budgets, with 17.6% of marketing budget allocation last year going to paid display advertising, followed closely by social media marketing at 16.5%. The report also found that 82% of those surveyed are running acquisition campaigns and 80% are running conversion campaigns.

“We’re seeing interesting trends in the marketing landscape that are shaping how APAC marketers reach their audience. The way we shop is changing, and so is the way marketers need to work for acquisition, conversion and retention,” said Pressy Sankaran, Head of Criteo ANZ.

“Today’s ANZ shopper is an omnichannel shopper – they’re browsing and buying across all environments and are more active on smartphone than ever. In fact, advertisers with a shopping app generate 66% of transactions on mobile devices,” said Sankaran. “Marketers who are behind on embracing marketing for mobile are missing out on crucial customer landscape and are instead investing solely in acquisition campaigns that are expensive and inaccurately targeting the right consumers.”

“Instead, marketers need to build a powerful and open commerce marketing ecosystem and connect shoppers to the things they need and love, all in the palm of their hands.”

The Global Commerce Review report shows the significance of offering optimized shopping apps, with apps accounting for 66% of mobile sales for APAC retailers who invest in both mobile web and shopping apps. Conversion rates on shopping apps is more than five times higher than on mobile web.

Key findings from the Reach, Clicks and Conversion and Global Commerce Review reports:

• Marketers are all in on digital. Last year, online advertising made up the majority of adspend in

Australia, followed by TV and then print. By 2022, Criteo is expecting to see 87% of total marketing budgets going to digital.

• APAC shoppers are more active on smartphone than ever. Conversion rates are 5 times higher on shopping apps than on mobile web, with a 20% conversion rate for apps. For advertisers with a shopping app, 50% of transactions are done through the app, with an equal 25% through mobile web and desktop. For marketers without a shopping app, the share of transactions is

51% mobile web and 49% desktop.

• Digital advertising dominates budgets. Paid display advertising took out the top spot for marketing budget allocation last year, making up 17.6%. This was followed by social media marketing at 16.5%, and traditional marketing, including print, direct mail, TV and radio ads, coming in at 12.4%.


About The Reach, Clicks and Conversions Research

The research process for this study utilises both secondary research and primary research. The former includes desk research on Euromonitor International’s Passport reports and database of Digital Consumers and Internet Retailing industry in each of the covered markets (Australia, Brazil, France, Germany, India, Indonesia, Japan, South Korea, Taiwan, United Kingdom, United States, Vietnam), whilst the latter includes online B2B survey with digital marketing managers and executives. The B2B survey was conducted in April – May 2018 across all 12 markets.

About Criteo

Criteo (NASDAQ: CRTO), the leader in commerce marketing, is building the highest performing and open commerce marketing ecosystem to drive profits and sales for retailers and brands. 2,700 Criteo team members partner with 18,000 customers and thousands of publishers across the globe to deliver performance at scale by connecting shoppers to the things they need and love. Designed for commerce, Criteo Commerce Marketing Ecosystem sees over $550 billion in annual commerce sales data. For more information, please visit


**This article was provided through a newswire and does not express the views or opinions of 61-Bit.

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Digital advertising dominates budgets as APAC shoppers are more active on smartphones than ever
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