6/10 APAC retailers don’t know if their mobile marketing meets privacy standards, study finds

Cross device:

Cross device marketing: Top priority for APAC retailers over next 12-18 months

A study by ad tech firm Criteo has found that 60% of retailers with an online presence do not know if their mobile and cross-device marketing is in breach of the latest privacy standards by being too intrusive or annoying.

These practices include storing or using data that can be traced back to personally identify an individual, or serving ads based on someone else’s preferences or browsing behaviour.

The study of 400 manager and CMO-level retail marketing executives also challenged the notion that marketers in this region have lost faith in the effectiveness of banner advertising and the use of retargeting, which many consumers find irritating.

The report, by ad tech firm Criteo, found that display ads account for the largest share of digital ad budgets (28%) and revenue generated (29%) across the region, ahead of paid social and search (both 21% of budgets and revenues), native advertising (20% of budgets, 19% of revenues) and email marketing (9% of budgets and 9% of revenue).

And almost half of online retailers in the region are expected to invest at least 40 per cent of their digital budgets on retargeting.

Push retargeting as an effective took for digital marketers, Yvonne Chang, executive MD, APAC, Criteo, said: “Personalisation means showing consumers ads that are based on products they have already been looking at or displaying recommendations that may complement an item already purchased, which adds an element of discovery. Up to 70 per cent of online shoppers who are served ads in this way go on to view products they had not looked at previously. Retailers who get this right will be able to drive online conversions very effectively.”

Respondents named mobile and cross device marketing as the top priority for the next 18 months in terms of growth, followed by search, paid social and native advertising.

However, the biggest concern for running cross device marketing was finding the right partner to do it (75%), the study found, followed by a lack of knowledge of privacy standards and compliance (59%).

A lack of internal knowledge for how to execute and manage these campaigns at scale was also a major concern (55%).


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