Jason Scott from Microsoft on Mobile Advertising in Asia - #AdVision

In this clip, we travel back to Cannes where Kaila Lightner talks with Microsoft Asia General Manager Jason Scott on mobile opportunities in Asia.

In a large market that is home to over 2,000 languages, brands have a unique challenge on their hands when building stories to engage with such a fragmented part of the world. Unlike markets like the United States where brands can develop broad campaigns for a relatively homogenous market, creativity in Asia is highly specialized in order to cater to cultural differences and the way people communicate.

One commonality tying together the kaleidoscope of cultures in Asia is mobile. Paired with growth of rich media usage in campaigns, this creates a “boiling pot of executions” allowing brands to tell their stories using a medium that truly connects with consumers.

How can marketers begin to harness these advances in creativity and technology?

“Start with consumers, start with categories,” Jason says. “I see a lot of great work where people just don’t have the opportunity to use a kind of “vanilla” view and so they get into category-specific details, sharing some great use of creativity out there.”

Watch the video above to learn more about how Jason and his team navigate the diverse territory leveraging new technologies and approaches to advertising, the creative opportunities that excite him and what we can expect in the future with mobile and multi-screen technologies in the Asia market. For even more insights from leaders in the industry, be sure to visit our complete AdVision library of interviews.

Stay Curious!

Shelby Healy – Microsoft Advertising Community