As more and more mobile consumers across Asia Pacific are using multi-screening and video watching, marketers expect an eventual shift away from display advertising towards innovative content, says a report.
A mobile marketing in Asia survey conducted by Warc in association with the Mobile Marketing Association found that while 70 per cent of marketers currently use display advertising, only 44 per cent plan to use it in five years' time.
Content, in contrast, is set to speed ahead during this period and take the pole position, with adoption rising from 33 per cent today to an expected 49 per cent in 2020.
"This corresponds with the marketers' perception of video's rising significance in mobile platforms," it noted.
The study found watching video was now considered by 51 per of respondents as an important mobile consumer behaviour, up 15 percentage points compared to 2014 and 23 percentage points from 2013.
Multi-screening was seen as the most significant consumer trend with 68 per cent indicating its importance.
Conducted between March, 2012 and May, 2015, the study involved 287 respondents from 17 countries in Asia Pacific.
Given mobile consumers' increasing sophistication, more marketers now see content and consumer concerns over privacy as critical challenges, at 31 per cent and 33 per cent respectively, about the same proportion as those who are concerned about budgets (32 per cent) and reliable metrics for measuring success (33 per cent). The latter two concerns were ranked higher than the former in previous years, with budgets being the chief concern in 2013, it said.