New platform offers real time performance buying for Digital OOH

New digital advertising firm Rodeo have created Malaysia’s first interactive in car advertising platform, which provides advertisers with a captive audience on a programmatic buying platform.

Clients already signed up to the service include Lenovo, Li TV, Sling Apps, Zepto, Rainfilms, and eBizu.

The innovative concept works by installing 10.1inch HD tablets on the back of car seat head rests, which entertain passengers and creates a dynamic platform that allows interaction with brands, offers and promotions designed to catch the passenger’s eye.

According to Rodeo CEO, Valens Subramaniam, the majority of passengers spend 10 minutes or more travelling per car journey. Advertising slots are sold in blocks of 16 (max) and run on a loop. Each advertisement is shown for 15 seconds, ensuring that ads have high frequency to maximise the exposure.

A major challenge for today’s advertisers is maintaining attention long enough for potential customers to buy into the benefits of products and services offered. Rodeo’s digital out-of-home (DOOH) media applications solve this problem by placing advertising platforms in vehicles, thereby maximising customers’ engagement with the content.

The interactive platform allows passengers to provide their contact details and ask for more information on a particular product or service. Leads are funnelled through to advertisers in real-time. Clients can also track customer data in order to enhance understanding of target audiences, and cutting-edge technology such as facial-recognition will be able to assist advertisers in providing personalised content.

Rodeo’s DOOH system also presents vital public service announcements and real-time information such as police reports on crimes or missing persons, which can help resolve these issues quicker by increasing the reach of information being spread.

Mr Valens – former CEO of iCab Malaysia – spoke of the benefits it can bring to advertisers and drivers. “In recent years, advertisers have faced a considerable challenge of keeping the attention of potential customers as they promote their products and services. Our innovative media application helps to solve that problem by offering a captive audience for each advertiser, every time.

“Our full-time drivers complete, on average, 140 rides per week, which translate to over 550 unique passengers per month, per driver. This is an excellent opportunity for advertisers to maximise their reach and generate real-time leads.”

He added, “Our drivers are also offered incentives to boost their income by generating additional income for themselves, as well as meeting their KPIs, and so this is a perfect opportunity for everyone involved to take advantage of the benefits offered by the in-transit media industry. It is truly an exciting time for the Rodeo team, and it is my goal to expand to other Malaysian states and South East Asian countries over the next two years.”

The DOOH media industry could be worth over $US60 million to Malaysian economy by 2019.

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Myanmar 33 million mobile users, smartphone usage 80%

The online population of Myanmar is growing at a rapid pace, with Telenor claiming 13.7m subscribers in a recent release. 52% of customers are active data users.

This matches MPT’s 14 million subscribers, and dwarfs Ooredoo’s reported 5 million subscribers.

Myanmar now has at least 33 million active mobile subscriptions in a country with an official population of 53 million. Smartphone usage rate is reported at 80%.

Viber estimates that it has 18 million active users in the country – meaning that almost 1 in 2 of all active cell phones in the country have Viber installed on them.

Myanmar Digital Future – Telenor [Infographic]

hks_telenor_myanmar_infographic_fa_20161219

China’s Digital Advertising Consumer Landscape

With overall access to the Internet in China increasing, it’s interesting to understand who is going online, and how they are getting there.

Chinese internet users are more likely to be under the age of 30, have a higher education than previous generations and earn an average income.

These netizens are increasingly accessing the Internet though mobile devices. Not only is it more convenient for them, but the majority of Internet users find the experience comparable to or even better than desktop.

China’s Advertising Landscape [Infographic]

Top 10 2017 Global Consumer Trends

Experts at market researcher Euromonitor International recently released research providing a look ahead at key global consumer trends for in 2017.

These are the ten to watch:

  • 55%: The percentage of the total global population that will live in cities in 2017, which is five points higher than it was in 2007, the year that urban population first surpassed rural population.
  • 30.1: The median age of the global population in 2017, up from 27.9 a decade ago.
  • 3.5 million: The number of additional people that will come online per week globally in 2017.
  • 188,000: The number of single-person households that will be added globally each week.
  • 44.1%: Percentage of payments made with cards – not cash – in 2016 measured by value, marking the first year cash (43%) was no longer the largest payment source. Card payments will continue to spike, reaching 49.1% of all value by 2021.
  • $711 billion: The value of the health and wellness industry in 2016. The industry is forecast to grow even larger in 2017, with demand surging for products such as meat substitutes and dairy milk alternatives.
  • 2.7 million: Babies projected to be born each week globally in 2017.
  • 2.3%: The percentage rise in consumer spending forecast for 2017.
  • $40 billion: Amount global consumers will spend each week.
  • $146 billion: Amount global consumers will save each week.

More Facebook measurement errors – when will brands lose patience?

Facebook has admitted to misleading advertisers on key metrics for the third time in as many months.

On this occasion it’s a discrepancy between the number of likes and shares Facebook shows for web links, and also issues with the number of likes and reaction emojis that page owners see for their live videos.

In the first case in September it was revealed that the social network had been inflating a key video viewing metric for years.

In the second case, there were multiple errors:

  • A bug in Page Insights with the weekly and monthly summaries miscalculating the total numbers without taking into consideration the repeat visitors. This brought a reduced reach of 33% for the 7-day summary and 55% for the 28-day summary. According to Facebook, this didn’t affect the paid reach.
  • A small miscalculation to the length of the videos, with a difference of one to two seconds in the final result, due to occasional problems of syncing the audio and the video to each device.
  • There was an over-reporting of 7-8% on the time spent on Instant Articles since last August. Facebook reported that this issue is now fixed.
  • The “Referrals” metrics on Facebook Analytics for Apps was also miscalculated, as it didn’t simply track the links to the app or the site, but also the clicks to the posts via the app or the site, which also included the clicks to view photos and videos.

Facebook should be given credit for being upfront about its mistakes and rectifying its errors. But the more measurement errors and corrections it discloses, the more difficult it becomes to trust Facebook’s measurements.

It’s a dilemma that some brands and agencies have been wrestling with for a while, and it’s one that may not subside until Facebook allows independent firms to directly measure these previously faulty stats, rather than relying on Facebook for the raw, corrected data.

If Facebook ends the walled garden then many of these problems go away.

APAC Content Marketing Predictions for 2017

2016 was the year where content marketing went from a discussion point to a business imperative in Asia. But what’s next? What are the trends we expect to see in 2017?

We asked the board members and guests of the Asia Content Marketing Association (ACMA) for insights. And here they are.

Connecting the dots

In 2017 I think we will see more and more content marketers connecting more of the dots in the ecosystem – from data and analytics through to rich storytelling to commerce. It’s absolutely critical for content creators to be able to do this in a market where production margins are being eroded, competition and audience expectations are increasing and attention spans are shortening.

Josh Black

CEO – GroupM Content Asia Pacific

The changing face of influencers

With reduced organic reach, influencers have become an important part of the marketing mix. There’s a trend within influencer marketing to move away from employing A-list celebrities with huge reach but little relevance, to brands starting to realise that their budgets are spent more effectively recruiting micro-influencers who have a genuine relevance to the brand, rather than using one A-list influencer. These influencers allow brands to get in front of a relevant audience that’s likely to be more engaged and the influencer comes across as more authentic.

Simply put, a micro-influencer is someone with between 10,000 to 150,000 followers on Instagram, whereas a mid to top-tier influencer has over 150,000. Although a user’s amount of followers varies for each account, we’re beginning to realise that this particular group of individuals has the ability to change the way brands work with influencers forever.

Influencer marketing will continue to mature, as brands struggle to reach people organically, along with the rise of adblockers, meaning brands will need to use influencers as part of their distribution strategy.

Shamila Gopalan

Founder and Managing Director, Blink Asia

Woe, woe and wooooooooooh…

In Cassandra mode, I have two predictions. The first is that we’re all screwed…we’ll be replaced by robots. Recently, a friend at a global agency that, out of respect for its privacy, I’ll refer to only as Ogilvy, which also happens to be its name (I know; what are the chances?) made a series of increasingly complex arrangements for a lunch meeting with a potential supplier. Only afterwards did he learn that the arrangements on the supplier’s end had been made 100% by bot.

My other Cassandra conjecture is a huge rise in the implementation of content curation. With increasingly shrinking budgets, I fear that ‘curating’ existing content from the internet rather than commissioning original stuff will prove only too attractive to the bean counters in procurement.

In Pollyanna mode, however, I’m predicting (with fingers and all other extremities firmly crossed) that 2017 is the year we finally get affordable, accessible VR. The potential to engage consumers like never before and improve the marketing of even the smaller brands through experiential content is truly exciting.

Henry Adams

Founding Partner, Contented

Sorting business from the inside out

Focused on my specific area, I want to highlight two critical aspects that must happen in Asia for brands to not just embrace content marketing, but to flourish by committing long-term to it.

The first is getting businesses organised and transformed from the inside out. The whole business must get behind content marketing, and while the marketing team enables it, everyone needs to get on board and it starts at the top. Content marketing needs to become the beating heart of every business, which means the existing siloes of organisations (siloes of separation and internal competition) must come down, and collectively, everyone become aligned and focused 100% to serve the customer. It’s truly transformational stuff.

The second is employee advocacy. This is going to be a hot trend of 2017, but too many businesses (and those selling employee advocacy solutions) are only looking at employees as mouthpieces for brands. This is definitely not what employee advocacy is about.

Employees must be advocates for themselves first, the brand second. And not only are employees advocates, but content creators in their own right. This is how we move from content shock to content value, because it is created by the people who know your business and know your customer.

Both trends are big mind shifts for businesses, but the ones who get it, understand it and unleash the pure power of their employees; will see truly magnificent results. It’s time to unleash the humans of business – the reason your customers do business with you.

Andrea Edwards

CEO and Founder, The Digital Conversationalist

Quality content only game in town

Hmmm, *strokes chin*, I predict the VR/360 consumer hype bubble will burst as the realisation dawns that wearing a digital blindfold no matter what it’s screening is not a comfortable experience. Strictly niche and professional uses will be the end result of the VR/360 hype.

Quality content will be the only game in town worth playing in. Enlightened clients are already rewarding those willing to resist the race to the bottom that is competing on price.

New terminologies will start to take hold. I’ve been thinking a lot about how storytelling as part of a feed is now a thing, what do we call that? The old broadcast and print terminologies will slowly be replaced.

Simon Kearney

CEO and Co-Founder, Click2View

2017 will be the year of delegation

We’ve seen how powerful great creators can be in some of the stand out executions of 2016, but we’ve also seen how innovation can be stifled by hierarchies and committees. In 2017 we’ll see senior management embracing core messages and style guides as their primary control mechanisms, whilst genuine innovation will be delegated to the practitioners that deliver it best – inspired imaginations, informed insights and a flair for originality that transcends everyday thinking.

Nick Fawbert

Founder, Mutiny Asia

Time of content eco-systems

2017 will finally be the year clients buy in to the notion of the content ecosystem. The understanding that all of their platforms and customer touchpoints, both online and offline, need to be connected with one voice. The content ecosystem ensures that customers get a consistent message and experience wherever they touch the brand.”

Simon Cholmeley
CEO, Novus Asia

Personalisation

2017 will be the year of personalised or adaptive content.  With programmatic becoming the increasing norm, we’ll see content ideas re-purposed into multiple iterations; allowing for greater personalisation with data and tech driving the relevant distribution.  However, tech won’t rule the industry.  We’ll still need humans to develop unique insights, a sound strategy, great content creation, solid execution and analysts to interpret results.

Mike Jackson

Managing Director, MEC Wavemaker 

Partnerships and M&As

This is the time for strategic partnerships and M&As across industries, verticals and platforms. This is the time to redefine the role of content and the role of access. Our role as content marketing leaders will be to provide the methodology, process and management of the role of content across these new constellations.

The Microsoft/LinkedIn acquisition marked the dawn of this new era, not just a new trend for M&As but a clear recognition by tech companies that they need to invest in content, content platforms and distribution channels. The interesting shift in focus here comes from what’s clearly a recognition by companies that the future formula is to own both the access to the audience, the content and the conversation.

BandLab partnering with Rolling Stones and AT&T acquiring Time Warner are perfect examples of this, where they are securing the ownership of a bigger ecosystem. With social and amplification channels increasingly becoming paid only and the organic aspect dying away, the importance of building your house on your own property and not on rented land is increasingly clear and I believe these M&As and strategy partnerships are part of responses to this shift.

The race is now on to ensure company-owned property controls the access, the content and the conversations across the ecosystem. I think we will see the AliBabas and Ciscos of this world acquiring the Walt Disney’s and NYT’s of this world!

Hedvig Lyche

Global Strategy Director, King Content

Last but not least, it’s all about the data

Content Marketing has been a growing area of focus in recent years. In 2017, we expect to see data being utilised to far greater effect – both in measuring the performance of content as brands strive to understand exactly what is capturing the attention of their consumers, and in measuring the effective amplification of content. This is vital if you want people to actually read/watch what you’re producing. Knowing which channels are the right ones to reach your audience is just as important as knowing what interests them!

Adrian Watkins

Managing Director and Co-Founder, PerformanceAsia

What prediction resonated with you? What was missed? What contradiction did you pick up?

Happy Holidays and here’s to an amazing 2017 for content marketing in Asia.

WPP Stream Top 100 Tech Conferences 2016

Handy Google spreadsheet listing out the Top 100 tech conferences recommended by WPP for 2016.

Not many Asia focused events, only World Cities Summit 2016 and Code Conference Asia covered.

We think ATS Singapore deserves a mention for those wanting to find out more about programmatic, and Tech in Asia run a comprehensive calendar of start up and tech events across APAC on their site which is worth checking out.

Samsung is Top Brand with Asian Consumers, ahead of Apple

Brands at the forefront of tech and media shine in the 2016 Asia’s Top 1000 Brands ranking. Number 1 position was taken by Samsung, with Apple and Sony in 2 and 3 respectively.

Samsung retained its top spot in terms of customer perception, despite a tough year which saw mobile phone sales squeezed by Android competitors. They released the Galaxy S6 Edge Plus and Note 5 in August 2015, beating new iPhones to the market by about a month. These models debuted after slow sales of the premium Galaxy S6 prompted price cuts and customer refunds. Samsung then wasted little time in launching the Galaxy S7 Edge in January 2016, largely to favourable reviews for its expandable storage, a dual-pixel camera, battery and always-on display.

In the new entries, Airbnb’s debut on the Top 1000 Brands ranking means it’s only a matter of time before Uber, Netflix and Grab displace more traditional incumbents.

Find the full Campaign Asia Top 1000 ranking here.

News and Industry Resources for Digital Marketing and Media in Asia.