Most Southeast Asia brands are already leading the way in mobile marketing. Nevertheless, they continue to fine-tune their strategies to stay ahead. As technology meets opportunity on an unprecedented scale, mobile marketing becomes a pivotal force that can make or break a brand in 2025.

Effective measurement and attribution are crucial for optimising app campaigns and achieving mobile goals. As marketers increasingly focus on understanding the impact of their efforts, the ability to accurately attribute app installs and user activities to various marketing channels has become a key determinant of success.

This report offers in-depth insights into the current mobile app landscape, examining the challenges and opportunities for Southeast Asian brands.