Emerging markets in Asia Pacific: what marketers should remember when planning campaigns

A cursory glance at any forecast released by agencies and market research companies on mobile usage, advertising spend, ecommerce and digital economies usually throws up fast growth rates for the Asia Pacific region.
For example, a 2018 spring report by Magna Global predicts the APAC advertising market will grow by almost 7% in 2018, ahead of previous expectations of 5.9% growth, to reach $165bn, which means it remains the second largest region for advertising spend, behind North America’s