In-Game Ads and Shoppable Video Emerge as Key Drivers of Consumer Action in Southeast Asia; This is the first time the company is sharing externally stitched first-party data across mobile marketing, influencer marketing, digital marketing and e-commerce

Singapore - June 23, 2025 - AnyMind Group [TSE:5027], a BPaaS company for marketing, e-commerce and digital transformation, has today announced the launch of its latest research report, the Southeast Asia Digital Landscape 2025 report, shedding light on how consumers across six key Southeast Asian markets discover, evaluate, and purchase products in today’s hyper-fragmented digital environment.

Combining hypotheses and analyses derived from first-party data from the company’s proprietary platforms: AnyTag for influencer marketing, AnyDigital for digital marketing, POKKT for mobile marketing, and AnyX for e-commerce, with a commissioned consumer survey through InQognito Insights across over 1,300 respondents in Southeast Asia, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines.

The report covers consumer-to-brand interactions and behaviors across the awareness, consideration and conversion stages of the marketing funnel, and analyzes ad performance across various marketing channels: digital marketing, mobile marketing, influencer marketing and e-commerce marketing.

Key findings from the report include:

• In-game advertising is now among the most effective awareness drivers across Southeast Asia. These full-screen, immersive formats deliver high reach when paired with social media and video platforms. A three-channel digital mix including in-game ads can unlock over 40% reach across the region, highlighting their importance for top-of-funnel brand visibility.
• Shoppable videos are now one of the highest-converting ad formats. Particularly in markets like the Philippines, Malaysia, and Indonesia, shoppable video ads provide a seamless path from product discovery to purchase, outperforming traditional static formats and shortening the path to conversion.
• Consumers across Southeast Asia respond best to video ads delivered 1–3 days before making a purchase. Timing plays a critical role in driving conversions, with most consumers indicating that they are most receptive to video ads shortly before they make a buying decision. This 1-3 day window presents a strategic opportunity for brands to activate high-impact video content that nudges users from intent to action, particularly in markets like Malaysia and the Philippines, where click-through interest is highest at this stage.

Aditya Aima, Managing Director of Growth Markets, AnyMind Group, said: “The rise of digital fragmentation across Southeast Asia means that brand-to-consumer engagement now happens across a dynamic network of touchpoints, from in-game ads and short videos to livestream commerce and direct messages. With the landscape continuing to evolve, businesses need to stay updated in order to effectively optimize resources and deploy more strategically for incremental outcomes.”

The Southeast Asia Digital Landscape 2025 report is part of a broader series of digital behavior analyses that includes companion reports for India, the Middle East, and individual markets in Southeast Asia. These insights are aimed at helping brands and marketers adapt and thrive in a connected, mobile-first world.

About AnyMind Group

Founded in April 2016, AnyMind Group [TSE:5027] is a Business-Process-as-a-Service company for marketing, e-commerce and digital transformation. The company provides end-to-end offerings to brands and businesses, publishers and influencers for digital commerce, marketing, logistics, customer engagement, data and AI utilization, publisher monetization and creator monetization. AnyMind Group has over 2,000 staff across 24 offices in 15 markets, including Singapore, Thailand, Indonesia, Vietnam, Cambodia, Malaysia, the Philippines, Hong Kong, Taiwan, Mainland China, Japan, India, the United Arab Emirates, South Korea, and Saudi Arabia.

As of March 2025, the company serves over 1,000 enterprises for marketing, 178 enterprises for e-commerce, 1,827 publishers and 2,400 creators.

About BPaaS

Business-Process-as-a-Service (BPaaS) is a business model that merges and creates an additional layer of value on top of Software-as-a-Service or SaaS (software-centric) and Business Process Outsourcing or BPO (operations-centric), by providing greater flexibility and scalability to the entire business process lifecycle. Through BPaaS, enterprises can tap into agile and adaptive end-to-end process lifecycle management through a combination of technology and operations teams that leverage on local and regional best practices, for the designing, development, implementation, optimization, and automation across the business process.