Asia, a new land of conquest for advertising giants

2023-09-24T16:39:26.576Z

Highlights: Asia, a new land of conquest for advertising giants. Attracted by new consumption patterns and the emergence of the middle classes. Group such as Havas, Publicis, WPP and JCDecaux are multiplying investments. "The twenty-first century will be that of Asia," Yannick Bolloré, Havas chairman and CEO of the Havas communications group, told Le Figaro. The activation of merchant payments allowing the platform to collect more data in order to better personalize advertisers' ads according to the profile of the advertisers.

SURVEY - Attracted by new consumption patterns and the emergence of the middle classes, groups such as Havas, Publicis, WPP and JCDecaux are multiplying investments.

"The twenty-first century will be that of Asia," Yannick Bolloré, chairman and CEO of the Havas communications group and chairman of Vivendi's supervisory board, told Le Figaro. On the most populous continent in the world (4.7 billion inhabitants), China invented
a few years ago the model of "social commerce": the fact of buying a product or service through a social network, encouraged by a combination of "live shopping" and influencer promotion campaigns... Today, it is India that is taking on smartphone payments, holding out the prospect of many new opportunities for the marketing and advertising market. Last week, for example, WhatsApp (owned by Meta) launched its message payment service for businesses in the country. The activation of merchant payments allowing the platform to collect more data in order to better personalize advertisers' ads according to the profile of the advertisers.

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Source: lefigaro

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