With the growth of tablets, smartphones, and other connected devices, consumers have more than one way to access media content. In countries such as Singapore, the share of digital traffic coming from these web-enabled devices accounts for almost 6 percent of total web traffic. As the digital media landscape evolves, advertisers and publishers need to have a full understanding of the size and composition of their audience in order to receive the best ROI on their digital investments.
Joe Nguyen discusses the evolution of digital audience measurement in Southeast Asia in response to consumers changing consumption patterns.
Session highlights include: