AppsFlyer eyes hub in Bangkok

AppsFlyer eyes hub in Bangkok

AppsFlyer, an Israel-based mobile advertising analytic measurement firm, is considering Thailand as its Southeast Asian hub for a business expansion centre because of exponential growth in the local mobile advertising industry.

The company is expanding into Asia after recently raising US$20 million in a Series B funding. The start-up is known for partnering with popular internet companies such as Facebook, Twitter and Google to measure the effectiveness of its in-app mobile ads.

"We are on the verge of setting up representative offices in Tokyo, Seoul, Singapore, Sydney and Bangkok to closely monitor our operations and customers there," said Ronen Mense, vice-president for Asia-Pacific of AppsFlyer.

It aims to complement the group's existing operations in San Francisco and Beijing.

Asia has 3 billion consumers that are among the most brand-engaged in a mobile-only environment, so AppsFlyer wants to accelerate its growth and establish a greater presence across the region, he said.

Mr Mense said Thailand had high potential to become AppsFlyer's Asean hub because of the strong penetration rate of mobile phone and internet users.

Mobile advertising is one of the most popular ways to promote products. Mobile games are now a target for advertisers. He said the region had enjoyed solid growth in mobile gaming because of increasing proportions of people aged under 30 and greater availability of affordable smartphones.

Based on market research from Newzoo, Thailand's game market for both PCs and mobile is expected to be worth US$230 million this year with 14.7 million gamers.

Mr Mense said demand for neutral measurement tools were on the rise, thanks to the sharp rise in mobile ad spending.

Market researcher eMarketer predicts global mobile ad spend will reach $64 billion this year, surging to $158 billion by 2018.

AppsFlyer's measurement tools enable advertisers to measure and analyse mobile advertising campaigns across 800 mobile ad networks and media sources including Facebook, Google and Twitter.

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