Based on 16.2 billion installs and 9.6 billion remarketing conversions, the report points to growing budget concentration in Southeast Asia as iOS and Android competition tightens.
True
research
AppsFlyer finds 60% of SEA mobile ad spend growth flowing to just five platforms
app marketing
appsflyer
research
Marketing budgets hold at 7.7% in 2025: Gartner CMO survey
gartner
gartner cmo survey 2025
research
Gartner's 2025 CMO Spend Survey finds average marketing budgets are at 7.7% of company revenue for a second consecutive year. However, half of CMOs reported budgets of 6% or less.
How smarter mobile ads are beating big-budget campaigns: Report
app marketing
appsflyer
research
Based on $2.4 billion in ad spend across 1,300 apps, AppsFlyer’s latest report reveals why emotional storytelling, tutorials and platform-native talent now outperform big-budget creative in mobile marketing.
M&A deals continued to decline in 2024: COMVergence
acquisitions
comvergence
mergers
research
Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.
Brands are not choosing agencies as digital-transformation partners: report
digital transformation
research
vml
Business leaders are turning to IT firms, AI specialists, and consultancies—not agencies—for their digital transformation needs, according to a new VML report.
Retail media in ANZ is maturing beyond performance capabilities: report
mars united commerce
publicis groupe
research
retail media
Mars United Commerce's annual report reveals that retail media brings powerful new capabilities that have led to a sophisticated, brand-building channel for advertisers.
Agency Report Card 2024: Hakuhodo
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
Hakuhodo
research
Hakuhodo’s 2024 performance reflects an agency in transition. Whether these steps will future-proof the agency for global relevance or simply ensure its survival remains to be seen.
Agency Report Card 2024: Dentsu Media
advertising agencies
agency report card
agency report cards
apac
arc2024
Dentsu
evaluation
media
research
Dentsu Media navigated a turbulent 2024, marked by financial pressures, leadership instability, and structural reorganisation, even as it pushed forward with AI investments and selective market successes.
Agency Report Card 2024: FCB
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
fcb
research
Along with other IPG shops, the future will be determined by the impending IPG-OMG merger, but healthy performances in key APAC markets suggest FCB is on a steadier path than many of its rivals.
Agency Report Card 2024: EssenceMediacom
advertising agencies
agency report card
agency report cards
apac
arc2024
essencemediacom
evaluation
research
In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.
Agency Report Card 2024: Dentsu Creative
advertising agencies
agency report card
agency report cards
apac
arc2024
dentsu creative
evaluation
research
Despite revenue losses at a holding company level and sluggish growth, Dentsu Creative is nevertheless still gunning for creative excellence.
Agency Report Card 2024: DDB
advertising agencies
agency report card
agency report cards
apac
arc2024
DDB
evaluation
research
A storied legacy weighed down by churn, uneven creative output, and account losses. As organisational change looms, DDB must reignite its creative firepower or risk fading behind siblings TBWA and BBDO.
Agency Report Card 2024: Cheil Worldwide
advertising agencies
agency report card
agency report cards
apac
arc2024
cheil
evaluation
research
worldwide
The need for diversification beyond its parent, across clients, talent and DEI efforts is no longer optional. It’s a business necessity.
Agency Report Card 2024: BBDO
advertising agencies
agency report card
agency report cards
apac
arc2024
bbd
evaluation
research
Amid challenging markets, BBDO is leaning on its creative capabilities while developing new technology skills to adapt to the new world of marketing, but this is still a work in progress.
Agency Report Card 2024: Assembly
advertising agencies
agency report card
agency report cards
apac
arc2024
assembly
evaluation
research
Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.
Agency Report Card 2024: Wavemaker
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
research
wavemaker
It was a year of disruption for Wavemaker APAC as network-level leadership instability, China reckonings, and client losses weighed on performance—but momentum in India, Indonesia and AI-driven innovation signal potential for recovery.
Agency Report Card 2024: OMD
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
OMD
research
OMD APAC kept competitors on their toes with major account wins, standout campaigns, and a clean sweep of top industry awards. But with the incoming complexities of the Omnicom-IPG merger, questions remain about its next phase of growth—and how integration could reshape its market edge.
Agency Report Cards 2024: We grade 25 APAC networks
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
research
The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.
Agency Report Card 2024: VML
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
research
vml
Working through a complex merger in 2024, VML remained steady and stable. Now it's time to show the world how it can flex its scale to creative benefit for all to see.