680M+
Population
90%+
Android Share
$0.20-1.5
Avg CPI Range
5hrs+
Daily Mobile Time
SEA Market Highlights
- Fastest-growing digital economy globally
- Very low CPIs with high volume
- Mobile-first (often mobile-only) users
- Strong gaming and social app adoption
- TikTok and Shopee dominate
Key Markets
Indonesia
Largest SEA market with 270M+ population. Bahasa Indonesia required. Huge gaming market. GoPay/OVO payments.
Vietnam
100M+ population, tech-savvy users. Vietnamese language required. Strong gaming culture. MoMo payments.
Thailand
70M population with high smartphone penetration. Thai language required. Strong e-commerce and gaming.
Philippines
110M English-speaking population. Often used for soft launch. Gaming and social apps popular. GCash payments.
UA Strategies for SEA
Localization
- Each country requires native language
- English works only in Philippines, Singapore
- Local cultural references important
- Adapt to local humor and trends
Unique Considerations
- Super apps (Grab, Gojek) are major platforms
- TikTok has massive reach
- Lower device specs (optimize for low-end)
- E-wallets dominate over cards
Top Channels
- Google Ads (UAC)
- Meta (Facebook, Instagram)
- TikTok (dominant in SEA)
- Shopee/Lazada (e-commerce apps)
- Local networks
SEA Best Practices
- Philippines/Malaysia good for soft launch
- Optimize for Android and low-end devices
- Integrate local payment methods
- Consider offline functionality
- Leverage TikTok for reach
Grow in Southeast Asia
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