Category Archives: Resources

Marketing and Consumer Insight Tools from Google

A few useful free tools from Google that will help you understand your business, research competitors and add loads of value to your clients and prospects.

Consumer Barometer

The Consumer Barometer is a tool to help you understand how people use the Internet across the world. Consumer level insight data across multiple markets.

Google Trends

Explore what the world is searching and compare the trends.

PageSpeed Insights

PageSpeed Insights reports on the real-world performance of a page for mobile and desktop devices and provides suggestions on how that page may be improved.

Think With Google

Uncover the latest marketing research and digital trends with data reports, guides, infographics, and articles from Think with Google.

Keyword Planner

Google Ads Keyword Planner is a keyword research tool that allows you to find the right keywords to target for display ads, search ads, video ads, and app ads.

Google Surveys

Create, launch, and analyze surveys and perform market research. Google Surveys offers the ability to survey your own website or a panel of more than 10 million online respondents.

Blockchain, IOT and Robotics: The tech future of travel

The latest What the Tech? report from Ying Communications and Catch On details the trends stemming from the crossover between the travel and technology industries. Far from dehumanising travel, these latest technologies are actually making travel experiences richer and more personal.

A few of the key new travel trends covered include:

  • Internet of Things (IoT) — With IoT, travellers can wake up to the scent of a perfect cup of coffee at the click of a button. Hotels can program showers to come on at an optimal temperature to help guests kickstart their day.
  • Blockchain — Imagine travelling to an airport, catching a plane, arriving at a hotel and walking straight to the room without ever encountering a single queue or having to share any personal information. This could soon be a reality with the adoption of blockchain based biometric devices
  • Robotics — Many believe there’s no replacing the human customer service agent. Or is there? Robots are already guiding passengers and cleaning up after them in Korea’s Incheon Airport and ferrying baggage autonomously across England’s Heathrow and Gatwick Airports.

Check out the full report:

Transparency and Ad Quality: Brand Safety Matters to Consumers

Following a spate of misplaced ad scandals and fake news controversies, brand safety is commonly acknowledged as one of the most pressing challenges currently facing marketers looking to reach digital audiences.

But the impact on, and reaction of, consumers to issues around brand safety is less well documented.

Brand responsibility

According to latest research from Reuters, Tomorrow’s News 2018, a high proportion of consumers believe brands are responsible for where their ads are running.

62% of consumers believe “brands have full control over where their advertising appears”.

The majority of consumers (77%) also say that advertising next to ‘unsavoury or objectionable’ stories can damage their perception of a brand. Worryingly, 75% have seen brands advertising alongside unsavoury or objectionable stories or videos. And while 81% feel that Facebook and Google should be ‘held accountable’ for the content they carry on their platforms, they are unaware of their role in brand safety. Reuters respondents believe the buck stops with advertisers.

Impartiality, trust & integrity

Ad agencies and tech companies alike, are being forced to pay more attention to good governance, and collaborations with trusted partners to avoid these types of challenges.

With this in mind, the value of impartiality, honesty and integrity also featured strongly in the Reuters analysis. A huge majority of global respondents said they were more likely to turn to professional publishers, such as online news brands, over social media for trusted content, with 86% more likely to turn to online news brands for “trusted content in a trusted environment”.

Consumers underestimated

The uncomfortable truth in our digital age is that it’s not always clear where online ads are running. And yet, consumers – perhaps unsurprisingly – have little idea of the problems of programmatic, vulnerable supply chains or, most importantly, the huge role that Google and Facebook play in the process.

Investment in brand-safe environments and trusted partnerships is supported by numerous studies recently, from Group M to IAS – and they all show the link between brand safety and performance. Now we can add that this is something consumers are also clamouring for.

Reuters Tomorrows News 2018

You can also read and download the full report here.

Vietnam: Digital Trends & Consumer Landscape Overview

With a population of more than 96 million, a median age of 30 years, and internet penetration standing at 50 million, or just over 54% of local population, Vietnam is a young and dynamic market representing a huge commercial opportunity for brands, marketers and investors. Vietnam digital trends emerge fast in this exciting consumer space.

Since 2013, the last time we took a detailed look at Vietnam’s digital market landscape, so much has changed in terms of digital trends. Most notable has been the rise of mobile as a channel, driven by lower handset costs and faster 4G connections. The mobile internet experience now dominates in Vietnam, with consumers naming mobile as the second most important source of news after TV, the most important “big ticket” purchase and their second favourite daily activity after spending time with family and before hanging with friends.

Digital technologies and online connectivity promise to be a key driving force in the growth and transformation of the Vietnamese economy over the coming decades, with the IT industry expected to contribute up to 10% of the country’s GDP by 2020. Ho Chi Minh City is being touted as the Silicon Valley of Asia with blockchain, fin-tech, health-tech and digital accelerators playing a key role in the emerging start-up, hipster coffee shop and co-working space culture.

Below we’ve collected a series of takeaway resources covering the key digital trends in Vietnam.

Mobile Ecosystem Report Vietnam 2017/18

Vietnam mobile ecosystem and digital sizing report from Group M and the MMA.

Digital in Vietnam 2018

Key data covering the Vietnam digital landscape.

Digital Marketing Agency & Marketer Landscape in Vietnam

Vietnam digital marketing overview from an advertiser and agency perspective.

Vietnam Digital Landscape 2017

Detailed overview of digital stats and consumer internet data in the Vietnam market.

Vietnam Digital Trends 2017

Trends to watch out for across the Vietnamese consumer internet.

Vietnam ICO & Blockchain Market

Overview of the emerging blockchain and ICO scene in Vietnam.

Vietnam Today – The Digital Economy

In depth report looking at the future digital transformation of Vietnam.

PWC Vietnam Spotlight

Deep dive into Vietnam as an investment opportunity and information technology driven market.

Vietnam Esports Market Report 2018

Insight into the growth of Esports in Vietnam..

In terms of other resources, check out Vietcetera for wider coverage of Vietnam, Tech In Asia for tech news, or Geektime and ICTNews for tech news… if you speak Vietnamese. Finally, you can find out all the practical information you need to know about the start-up scene in Vietnam at this Google Doc.

SEA Digital Ad Spend to grow 13% in 2018

Digital ad spend in South East Asia is set to grow 13% in 2018, accounting for 21% of total regional media budget. That’s up from just 13% of regional ad budgets in 2015.

chart (4)

Growth will then slow to 5% YOY by 2020 as the market matures and digital hits a 25% share of total ad budgets in South East Asia.

chart (3)

Grab the spend data for yourself on the Digital in Asia public Google Sheets below:

Latest Digital in 2018 Global Report

We Are Social have just released their latest Digital in 2018 report. The new 2018 Global Digital suite of reports reveals that there are more than 4 billion people around the world using the internet.

More than 3 billion people around the world use social media each month, with 9 in 10 of those users accessing their chosen platforms via mobile devices.

Digital Transparency: Peeling the Programmatic Onion

A new survey from the ANA looking at how marketers are conducting their programmatic media buying, revealed that 85% of marketers are currently conducting programmatic initiatives, either in-house or with an agency. However, more than a third of respondents (35%) have reduced the role of their external agencies over the past year as a result of the expansion of their in-house programmatic media buying capabilities. This is a notable increase from a 2016 study that found only 14% of marketers in-housing programmatic.

Other key findings to emerge from the study included:

  • 78% of marketers are “concerned, or very concerned about brand safety and programmatic.”
  • Only 40% of marketers are comfortable with “the level of transparency about their programmatic media investments” with “hidden costs” a particular concern.
  • “Better audience targeting”, “building audience reach”, and “real-time optimization” were the top three cited benefits among marketers that opted to in-house.

It seems overall, transparency in programmatic is on the rise and non-disclosed models are in decline. But what is true transparency in programmatic?

The Programmatic Onion – Layers of Programmatic Transparency

the programmatic onion

Previously in programmatic, all the above layers of cost would be bundled into a CPM, CPA or CPC – for example, an advertiser would book a campaign with an agency or trading desk at $4 CPM with a minimum spend of $50k per month and all of the operating costs are covered.

Now, slowly, the costs are being unbundled from top to bottom of the programmatic supply chain as we peel back the layers of the programmatic onion. During this unbundling process, some of the people, contracts and relationships are shifting from 3rd parties and into advertisers themselves.

Not every marketer needs or wants to peel the onion. Outcomes based marketing is well suited to many, and certainly simplifies a complex ecosystem. But for many marketers, it seems there is an emerging need for transparency at every step of the supply chain, and a perception that this transparency can be better facilitated through direct relationships with publishers and tech.

Peeling the programmatic onion is a crucial exercise in transparency for our industry, an opportunity for agencies, tech vendors and publishers to build trust, and a key part of building spend in digital channels outside the Duopoly.

Myanmar Big on Facebook and Mobile Gaming

Myanmar is a highly mobile market, backed up by the latest research showing 99% of households now own a SIM card. This points to an interesting dynamic where consumers own SIM cards to make calls, but will borrow a common handset from friends or relatives.

MyanmarMobile

Facebook and Gaming are the most popular mobile pastimes in Myanmar, although 95% of consumers still use their mobile phones for phone calls.

mobilephonesmyanmar

Source: Updated Myanmar Research

Indonesia’s Digital and Content Marketing report

Get Craft recently surveyed 150+ Indonesian marketers asking about their digital & content marketing habits. 55% of marketers still lack clarity about how their digital marketing drives business objectives. Other key findings included:
  • Marketers spend 31.5% of their budget on digital, 76% say this is an increase
  • Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
  • Digital marketers’ key problems are around budget restraints & skills/resources gaps
  • Customer experience & content marketing are the most exciting growth opportunities
  • Content marketing is generally used for engagement & awareness – but B2B measures primarily lead generation
  • Written articles and videos are the most effective content marketing types
  • B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies

You can download the full report here.

Interaction 2017: Group M Global Digital Forecasts

Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017  predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.

10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.

Interaction 2017

In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.

However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.