Another thing marketers in US and to a certain extent Europe fail to see is how digital has evolved in Asia and think through what it means for their own work.

Another thing marketers in US and to a certain extent Europe fail to see is how digital has evolved in Asia and think through what it means for their own work. The same marketing giants which spend 90% of the hundreds of millions of dollars per brand per year on TV in the US spend 90% in digital in China and are increasingly shifting in other Asia markets. This reflects shifting consumer time spent on vehicle. Now big company marketers are used to thinking of US as a homogeneous market for efficiency reasons and so TV still works in US if your target audience claims a broad demographic. However, they're beginning to learn that you'll simply not reach enough consumers if your target demographic is say young adults in the West coast if you do a TV heavy plan. US in general lags China in media landscape shift but the media behavior of the more valuable demographics are actually much closer to China than averages tell you.