The Asia Pacific region is home to the world’s fastest growing online population, and the youngest. Each new user is helping to enrich the way we collectively think about the online experience and how we interact with the online world.
Our region’s users are diverse, curious, creative, and keen to be part of the digital transformation that they see taking place around them. Understanding their behaviour, preferences, and expectations helps us to better support their aspirations in a digital economy, and to expand technology’s reach responsibly. This is all in service of our timeless mission: to organise the world's information and make it universally accessible and useful.
Finding information and supporting engagement in a digital economy
Information search is part of everyday life, whether it’s to deepen one’s knowledge, or look for a new place to eat. However late the hour, or unusual the query, the answers are within reach, even if 15% of search queries every day are brand new searches we've never seen before.1 We’re continuing to improve Search and its experience, including through multisearch, so every user can find helpful information about whatever they see, hear, and experience, in whichever ways most intuitive to them.
YouTube has become a trusted decision-making partner, with consumers increasingly deciding what to buy via the platform.
Alongside their information search, the region’s users are embracing video as a platform for individual expression and community engagement. YouTube plays an important role in helping users do so. It has become a trusted decision-making partner, with consumers increasingly deciding what to buy via YouTube.2 We’re excited about the opportunity to use experiments such as live commerce to connect even more consumers with businesses and the products they’re looking for.
The Asia Pacific has also become fertile ground for app-based innovation, commerce, and engagement. Two out of every three app downloads around the world are created in the Asia Pacific, and nine in 10 regional internet users cite apps as their top source of content and information.3 We're committed to supporting our incredible ecosystem of developers building on Google platforms like Android and Play, and the consumers who use these apps, to make their lives easier and brighter.
Supporting business success
Our suite of products and services are also geared toward helping the region’s businesses reach their objectives, whether it’s growing their customer base, increasing revenue, or maximising profit.
We are guided by three focus areas: automation, privacy, and measurement. These shape the next generation of Google Ads experiences and products that help businesses build and scale in a way that works best for them.
3 focus areas shaping how Google Ads supports brands’ success
Marketing automation helps businesses focus more on strategic value, and be ready and agile to respond to evolving customer needs and expectations. For example, Performance Max enables brands to find incremental, high-value customers across Google’s full range of advertising channels and inventory.
CarDekho, a leading used-car retailer in India, used Performance Max to improve its consumer campaigns, doubling leads on its website while lowering overall cost per lead by 66%.
Customers in the region have high expectations for a private, personal, and relevant online experience. It speaks to one of the cornerstones of a successful business — trust. There is a shared responsibility to ensure that each interaction meets the customers’ expectations for privacy. We support this by giving businesses the ability to utilise privacy-safe advertising that puts consumers in control.
We’re committed to being APAC’s reliable partner, driving responsible growth in AI-powered, privacy-safe ways.
Our privacy playbook lays out the underlying principles that help businesses meet customers wherever they are in a privacy-safe way, and build meaningful connections that can be measured and optimised for success.
Measurement tools also need to keep up with customer expectations of privacy, while still providing useful insights for businesses. We believe the future of measurement is in combining consented first-party data with insights from new, privacy-safe technology, like browser APIs, and using modelling to close any data gaps. Tools like Google Analytics for Firebase, our apps measurement solution, enable you to access those insights while upholding user privacy.
Google succeeds when our users and partners succeed, and that means developing and providing products and services that not only meet their expectations, but help them define and shape the region’s digital future. We’re committed to being the region’s reliable partner, driving responsible growth in an AI-powered, privacy-safe manner.
Explore the full keynote of Google Marketing Live for our latest announcements on Ads products launches, and learn more about how we are partnering brands in APAC to achieve specific business objectives, be it growing customer base, increasing revenue, or maximising profit.