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.
Agency Report Card 2024: PHD
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
phd
research
With robust retention rates in 2024 and an expanding presence in China, PHD had a league-topping year. But with new business wins on the slow and an impending merger, it remains to be seen how the agency can overcome incoming challenges.
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 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: 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: TBWA
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
research
tbwa
With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.
Agency Report Card 2024: UM
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
research
UM
UM secured global accounts and strong results in Southeast Asia. But with key leadership exits and mounting competitive pressure, can it consolidate its strengths in a shifting industry landscape?
Agency Report Card 2024: Publicis Media
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
publicis media
research
Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.
Agency Report Card 2024: MullenLowe
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
mullenlowe
research
In 2024, MullenLowe weathered the loss of significant Unilever business by securing new clients, yet still faces challenges in regional cohesion, despite pockets of creative success.
Agency Report Card 2024: Mindshare
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
mindshare
research
Mindshare faced significant setbacks in APAC in 2024, losing nearly a billion dollars in client business and falling out of Campaign's top 20 rankings, highlighting the need for strategic renewal.
Agency Report Card 2024: Ogilvy
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
ogilvy
research
Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.
Agency Report Card 2024: McCann Worldgroup
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
McCann Worldgroup
research
Despite creative highs and big wins in India and Southeast Asia, McCann APAC’s 2024 story was one of steady resolve rather than standout acceleration—with structural shifts, China softness and the looming Omnicom–IPG merger shaping a pivotal year ahead.
Agency Report Card 2024: Initiative
advertising agencies
agency report card
agency report cards
apac
arc2024
evaluation
initiative
research
After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.