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The New Digital Advertising Ecosystem Part IV: The Life of a Programmatic Ad Impression

With advertisers set to spend more than $9 billion on programmatic buying by 2017, we all know the future is coming. However, confusion still exists about how ad exchanges and data driven buying really work.

In this latest in our series on the new Digital advertising ecosystem we look at the incredibly short but complex life cycle of a programmatic RTB ad.

Watch as a digital ad is bid on, bought, sold, delivered, and seen. It begins the moment your browser loads, and in the blink of an eye, an ad is served.

Thanks to MediaCrossing for the video and takeaway infographic below.

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Google creates new ‘Zero Moment of Truth’ Handbook Asia edition

Google has created a new edition of it’s online media and marketing handbook aimed at Asia, named “Winning the Zero Moment of Truth in Asia”.

The Zero Moment of Truth is an interesting concept, and highly relevant to brand advertisers both globally and regionally.

The term ‘First Moment of Truth’ (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store’s shelf.

This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.

While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf.

Whether we’re shopping for washing powder, cinema tickets or a hotel in Singapore, digital media has changed how consumers decide what to buy.

Google calls this online decision-making moment the Zero Moment of Truth — or simply ZMOT.

The new Asia version of the ZMOT handbook contains fresh and regionally relevant data for female shoppers, consumer packaged goods, and the Asian digital marketplace.

Winning the Zero Moment of Truth in Asia (2014)

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The Growing Importance of Audience Data and Programmatic Trading in Asia

Industry analysts regularly highlight the shift currently taking place in the way media is being traded, as the market moves from relationship driven buying to programmatically delivered electronic trading.

We’ve looked at this topic in detail previously in our series The New Digital Advertising Ecosystem, and it’s clear that programmatic will be an area of growing importance in Asia with a staggering 300% projected growth in APAC over 2014.

In light of this, the merger of Seed and mediaQuark – the company will retain the mediaQuark moniker – to create a real time media intelligence company focused on Asia is an interesting development.

With an audience marketplace of over 200 million active users, the new mediaQuark is also offering data enrichment that operates in all the local languages.

Together the new mediaQuark products should allow programmatic buyers to operate across 1st and 3rd party data sets to really show off the capabilities of data-driven marketing in the region.

In a significant step forward, this makes audience targeting at scale available in South East Asian markets for the first time.

Tom Simpson, ex Group M and Havas, will lead the new combined operation, with the goal of becoming a clear leader in providing advanced trading and media intelligence solutions to clients in the region.

“With the increased regional focus on programmatic and data-driven advertising, the merger absolutely makes sense. We are both focused on APAC, and the co-operation will be great for the market. The combined company now offers the best of inventory with best of audience, on a strong tech platform. Clients should get a higher ROI with our joint offering” says Simpson.

“The core mediaQuark semantic technology platform will enable regional clients to run ‘in target’ demographic campaigns, scale activity beyond first party data but most importantly deliver improved performance” Simpson adds.

Of course audience targeting as a concept is nothing new globally, and the use case and ROI uplifts are well documented. The uniqueness of the mediaQuark proposition is that it makes audience buying a reality right now for South East Asia.

With this development, alongside the recent launch of Traders Only and their #TradersThursday event, it promises to be an exciting year for the programmatic community in Singapore.

 

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Half a Billion New Smartphone Users Across China, India, Vietnam and Indonesia in 2014

According to latest forecasts from Mediacells, consumers in India and China alone will buy almost 600m smartphones in 2014, comprising half of the global total.

Smartphone penetration will grow fastest in China, India, Vietnam and Indonesia where half a billion new users will be added in 2014.

In line with bulk sales, China and India will add 216m and 207m new smartphone users in 2014.

But the really stand out markets are Indonesia, who will add 40m smartphone users, and Vietnam who will see 14m more smartphone users by the end of 2014.

This means more than 80% of new smartphones will go to first time users in Vietnam and Indonesia over 2014.

The year ahead is looking to be a real tipping point for mobile in the region.

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Mobile is now reaching the stage in Asia where it cannot be ignored from an  advertising and marketing perspective. It will be interesting to see whether this is reflected in increased Mobile spend from brands and advertisers over 2014.

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IAB Digital Asia Video Series: Innovation, Creativity and Big Data

The IAB in Singapore has just created a series of videos around digital marketing and media in South East Asia, featuring interviews with a series of regional industry leaders.

The IAB Digital Asia Video Series explores the Asian digital advertising landscape from all angles, covering the key challenges for the digital advertising industry in Southeast Asia, including building content, growing talent and understanding data.

Episode 1 features IAB South East Asia, Singapore members as they define and discuss the innovations that are driving the industry in the region, including media creativity, story telling and data.

The full series of IAB South East Asia videos features Wego, AdzCentral, Brand New Media, CBS Interactive, Eyeota, Google, Singtel, 24/7 Media, MediaCorp, Mobext (Havas), Vivaki and ZenithOptimedia.

The series looks to be worth watching, as much to understand the thinking of these major regional players as anything.

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10 Things People Who Don’t Get Digital Say or Do

Everyone knows someone who works in marketing, advertising or media, but doesn’t get Digital. It could be a manager, client, or colleague.

At best they’re incompetent, but the worst culprits are the reason big businesses struggle, or even fail.

We asked brands, agencies and publishers across Asia to tell us about the most common problems they experience. The feedback was fascinating, and we think very familiar.

From our survey, here are the top ten things that people who don’t get Digital say or do:

1. They obsess about online banner blindness. But play Candy Crush all through the TV ad break.

2. They spend your Mobile presentation glued to their smartphone. Then fail to sign off any Mobile budget.

3. They want to measure everything on clicks, even though it’s a terrible metric for a brand campaign. (The TV team start worrying they might be asked about their CTR.)

4. They won’t use PPC. “We don’t do eCommerce”. When their campaign fails, they Google for a new agency.

5. They think success is a 30% Facebook engagement rate. Even though they only reached 14 people.

6. You meet for your weekly status meeting in the regular cafe. It’s easy to find, and has been there for years. Probably why it’s so popular. Then they tell you about the latest new microsite. They fail to see the irony.

7. They want to know if they get a coffee with that cookie. On the upside, at least they have a sense of humour. Kind of.

8. They delegate Digital to the most junior member of the team. Enough said.

9. They think everything in Digital must be about the “big idea”. (You hear the TV team have left the building.)

10. They think it’s all about the conversation. They don’t think about whether people really want a conversation with a washing powder.

Let us know if there is anything we have missed.

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Perfecting The Fundamentals of eCommerce with eTail Asia

The rise of eCommerce in Asia is a hot topic, as we have covered in previous articles, with online sales expected to reach $388bn across the region by the end of 2013, and forecasts from Forrester Research estimating a 30% uplift year on year for 2014. Parallel to this, advertising and technology spend from retailers is rapidly increasing in this space as they try to keep up with the online savvy Asian consumer audience.

To help you keep up to speed with eCommerce, we are partnering with eTail Asia to cover their Perfecting the Fundamentals of eCommerce conference. The event runs 11-13 March 2014 at the Amara Hotel, Singapore and is shaping up to attract the leading decision makers involved in the retail industry across Asia as they look to take advantage of online growth.

The inaugural eTail Asia in 2013 brought together over 200 senior online retail professionals throughout Asia and beyond. With over two thirds of the audience from either pure play online retailers, bricks and mortar retailers or brands, it was a real who’s who of Asian online retailers with great reviews.

The 2014 event will look to pull in a similar audience, with an increased focus on Mobile, and tangible insights on eCommerce covering practical takeaways on driving traffic, increasing conversion and capturing sales.

Headline sponsorship from Facebook and Zalora, and speakers including Jonathan Yabut of AirAsia and Damien Cummings from Samsung promise to make this an extremely worthwhile conference. Download the agenda here.

Key reasons to attend:

  • Attend the Mobile Commerce Summit on 11th March to learn how you can successfully integrate your mobile strategies with other marketing channels to truly grow traffic, improve engagement and increase revenue.
  • Attend on 12th March to hear real case studies from retailers who have had success in Asia. Plus get the opportunity to ask your pertinent questions in intimate formats such as the Creative Boardroom.
  • On the 13th March you will get a comprehensive step by step guide on how to successfully grow your e-commerce business internationally.

The dates for eTail Asia 2014 are 11-13 March 2014. Check out www.etailasia.com for more info and to book tickets. You can also link with eTail Asia on Twitter or Linked In.

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Consumer Electronics Path to Purchase in Asia Pacific

Two in every three Asian shoppers has already researched and made a decision regarding which brand of consumer electronics product they will buy before they approach point-of-sale, online or offline, according to Text100’s Digital Index: APAC Consumer Electronics Study.

The research looks at how different information sources vary in importance at each stage of the customer journey for the consumer electronics sector.

These findings are based on online interviews conducted in October 2013 across Australia, China, Hong Kong, India, Malaysia, Singapore and Taiwan. Key findings include:

  • Singaporean and Hong Kong consumers are the most price-sensitive shoppers
  • 9 in 10 Chinese consumers expect to buy smart devices in the next 12 months
  • Despite relatively low Internet penetration, 1 in every 2 consumers in India rely on online word-of-mouth when buying smart devices

Full survey below. There is plenty of further information at the Text 100 site regarding each individual market, definitely worth a visit.

Text 100 Consumer Electronic Index Asia-Pacific (2013) What this research helps make apparent is that there is a huge incentive for Asia Pacific brands to build a connected and consistent shopping experience across bricks and mortar, desktop, laptop, mobile, apps and social sites. Looking at a typical consumer journey for smart devices, it becomes clear why connected thinking across online and offline platforms is crucial.

Smart / Wearable Devices Consumer Journey (2013) [Infographic]

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Other infographics, and plenty of market level insight can be found at the Text 100 survey page here.

 

 

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ASEAN Consumer Insight Report

In 2015, The ASEAN Economic Community, or AEC, will come into effect, creating a single market that encompasses 600 million people across 10 countries. Brands in the region have a historic opportunity to connect with consumers as ASEAN enters a new growth phase.

An extensive survey of consumers across the ASEAN region by JWT has identified the opportunities and challenges that lie ahead for brands when the economic community comes into effect.

There’s a definite sense of excitement and optimism among consumers about the impact the AEC will have. While most consumers feel the AEC will bring the most benefit to the larger countries and businesses, 61% do feel it will have a positive impact on themselves personally, and their families.

JWT ASEAN Consumer Report (2013)

This report dovetails nicely with the Comscore Digital Future in Focus research we featured recently to provide a holistic overview of the region both from a consumer and Digital perspective.

Read more about the JWT report here.

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Mobile Marketing in Asia

Vserv in partnership with the MMA have compiled a series of presentations covering key mobile consumer stats for many of the Asian markets. These provide comprehensive summaries of the mobile landscape in each market, covering apps, ads and social amongst other topics.

Here’s the latest South East Asia summary:

Below are links to the most recent decks for individual markets across Asia:

Indonesia (2013)

Singapore (2013)

Vietnam (2013)

Philippines (2013)

Malaysia (2013)

Thailand (2013)

Check out the Vserv Slideshare for the full list of presentations and plenty of other useful information.

News and Resources for Digital Marketing and Media in Asia.