More than half of the world's smartphone users will be located in the Asia Pacific region by the end of 2016, according to eMarketer - and this share is expected to rise further over the coming years. Given that in much of Asia Pacific, 'digital marketing' equals 'mobile marketing', a strong culture of mobile innovation has emerged. As a result the eyes of marketers in other regions are turning to Asia to see what can be learned about inspiring consumers to interact and engage with their brand. Despite the rapid growth in content consumption on smartphones, consumers are less receptive to advertising messages delivered on mobile devices than via TV and online. As a result, it is important to undertake a strategic and creative approach to mobile. Find out more.