Dive summary:
- Asia and the United States are in constant competition, for example the auto manufacturing race, and the latest face off is in mobile marketing.
- The U.S. does lead Asia in total dollar in mobile ad spending and is expected to top $20 billion by 2016 while Asia hits $6 billion.
- According to professionals working in both U.S. and Asian markets, Asia is still the forerunner in mobile innovation because of three reasons 1) Many Asians use their smartphone as their main computer, versus Americans who more heavily use laptops and desktops 2) The mobile infrastructure in Asia, particularly Japan and South Korea, far surpasses the US 3) Asians don't hate mobile ads the way American do.
From the article:
"American marketers still have a lot of evolving to do, explains Xavier Facon, CTO of mobile ads firm Crisp Media. 'What you are seeing here in the U.S. way too often is a media agency that just wants to check the mobile box and put something together badly on a short timeline,' he says. 'Over there, they spend six months cultivating a mobile campaign, and what comes out is truly impressive. All of our showcase campaigns come out of Asia right now.'"
