While the 2014 World Cup in Brazil was marked by social media, the upcoming tournament in Russia is set to be the World Cup of Mobile. Internet penetration has grown from 42% to 55% since the last tournament, and mobile now makes up 73% of total internet consumption.
Tentpole sporting events are particularly suited to mobile app targeting, as sports fans are typically never far from their mobile devices, and a large portion of content related to the tournament will be consumed on a mobile device.
Live streaming has grown massively over recent years, to the extent that the 2018 Winter Olympics was live streamed by twice the people compared to 2014. In addition, 30% of fans stream sporting events on their mobile devices because it allows them to watch games and events “on their own terms”. Second screening in live sports is also huge – 80% of viewers use their mobile devices to search for player stats and to replay videos of key plays.
Beyond live streaming, several other mobile app categories see uplifts during major sporting events:
Sport – fans use mobile sports apps to find out more about their favourite teams and players throughout the tournament, both during and between games
As the region’s digital ad spend grows, consumer data has become a massive by-product for brands, but lack of training in digital and data related skills is a key barrier to campaign success.
Research by Adobe Digital Insights reveals that gaps exist in the applications of data-led creativity in digital campaigns for Asia Pacific. 65% of 18 to 34-year-olds prefer ads based on their interests, with a third of the same demographic believing advertisers can do better in personalisation.
Much of this can be attributed to brands appointing multiple agencies that end up working in silos focusing on distinct and individual KPIs. The lack of digital collaboration ultimately results in wasted advertising dollars.
“The challenge in tailoring digital campaigns lies in recognising where data originates and how they influence creative briefs to develop highly relevant and engaging content. Especially in Southeast Asia, where programmatic is only beginning to take off, brands must be quick to pick up on key learnings, ensuring advertising budget drives toward achieving business bottom lines,” said Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore.
To encourage a data-driven approach, it is imperative on brands to leverage a Creative Communications Process framework across the entire campaign development process.
“As data-driven marketing becomes the new normal, it is important to advocate data-inspired creativity among marketers, agencies and brand owners. Using the Creative Communications Process framework, digital campaigns can be readily optimised with insights from the data signals around us, to develop engaging and impactful creative platforms and campaign ideas,” said Deepika Nikhilender, Senior Vice President, Xaxis Asia Pacific.
Creativity Inspired by Data accounts for current industry needs, with contribution by senior representatives from BBH, Twitter, Digimind, Xaxis, Wavemaker and Unruly.
To get a copy of the Creativity Inspired by Data white paper, click here.
AppsFlyer has just released it’s “State of App Marketing in India” report, offering insights into India’s mobile marketing landscape, the latest trends and how to navigate India’s mobile ecosystem.
India is the world’s fastest growing mobile market, faster than even China, with the country now accounting for 10 percent of global smartphone shipments, according to IDC. Indian consumers have a relatively high in-app buying rate compared to the global average, especially in shopping apps.
The report looked at three broad categories of shopping, travel and entertainment apps, and also revealed other key findings:
India ranks sixth globally in terms of number of minutes spent on apps per day.
There was a 200% increase in the average number of installs per app when comparing January 2017 to January 2018
India suffers from a high uninstall rate due to limited storage space in the Android dominated market. Close to one third (32 percent) of installed apps are deleted within 30 days. Retention is also a challenge with only about 5% of users active 30 days after installing an app.
India is increasingly attractive to non-Indian apps, especially Chinese ones. More Chinese apps are now in the top 200 compared to Indian apps. The share of non-Indian apps in the categories of shopping and travel grew by 84 percent and 45 percent respectively. In contrast, the share of Indian-based apps has risen year on year in the entertainment category.
The State of App Marketing in India report analyzed data from different time frames throughout 2017, with a sample of 1 billion plus app installs, 4 billion app opens, and $400 million generated from in-app revenue.
Myanmar is going through a digital transformation. AdsMy, a local marketing tech platform, have produced a trends deck covering digital marketing and consumer behaviour for Myanmar in 2018. Programmatic, mobile, video, native and digital advertising are all highlighted as growth areas.
Using customer relationship management (CRM) or data management platform (DMP) data to accurately target audiences across web, mobile browser and apps, Criteo Audience Match provides marketers with a new way to re-engage their customer base with paid display campaigns. Criteo has built a foundation of deterministic IDs within Criteo Shopper Graph, enabling beta customers to see a match rate of more than 60 percent of their existing client lists with online profiles.
Criteo Kinetic Design with Video automatically optimises every visual aspect of an ad to inspire and engage a shopper. Kinetic Design already allows for more than 17 trillion variations from one base design in display ads. This has been now expanded to incorporate video, creating personalized video ads that feature relevant products based on Criteo’s complete understanding of the shopper. These video ads are created automatically, on-the-fly, and appear across web and mobile.
“Collaboration in an open ecosystem levels the playing field and paves the way for commerce companies to shape their future. This is especially crucial for eCommerce companies in Asia-Pacific where the market is expected to grow to more than US$3 trillion by 2021,” said Huang Hanming, “We have developed Criteo Commerce Marketing Ecosystem to unleash the value of collaboration and the power of data to all who participate.”
As consumer video consumption continues to grow, Criteo’s clients can now use video to relevantly re-engage shoppers without production time, resources, or costs. Video is delivered in a non-intrusive manner to provide a seamless browsing experience – in app, in feed or on a website. Criteo’s video capability also allows marketers to take advantage of video ads on a cost-per-click basis.
“Understanding consumer purchasing behavior is challenging for retailers given that shoppers are on more platforms than ever before, with collected data being difficult to integrate and analyse, at scale,” said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan, Criteo. “To help retailers and brands overcome this challenge, Criteo Audience Match and Criteo Kinetic Design with Video, as part of a robust suite of commerce marketing technologies, will support the full shopper journey, enabling brands to create relevant and engaging experiences for customers online and offline.”
iKorea is a column by Soyoon Bach, a Digital Marketing professional in Seoul, covering developments in the Korean digital ecosystem.
Programmatic media buying is a powerful infant. While the technology itself is fairly new, it’s making strides globally. According to eMarketer, the programmatic market in the United States is projected to reach an estimated amount of 26.78 billion USD by the end of this year.
While North America is still by far the biggest programmatic market to date, Asia is quickly catching up and experiencing fast growth rates. Japan, Singapore, and Australia are leading the way as more mature programmatic markets in APAC. Korea is a big digital ad spender – the sixth largest in the world. However, programmatic buying is struggling to get its footing in the nation.
The estimated programmatic spend in Korea as of 2016 was around 141 million USD, which is far behind the billions spent in North America. Also, the definition of “programmatic transactions” is still murky; therefore, it’s unclear how much of that 141 million is truly programmatic. So why is this the case? How could one of the leaders of digital ad spending in Asia have resisted the strong programmatic current taking over the industry?
To understand this phenomenon, it’s important to take a look back through the history of Korea’s digital landscape. Since Yahoo! entered the domestic market in 1997, the digital ecosystem has largely been shaped and influenced by web portals, whereas web portals became fatally disrupted with the introduction of Google in North America. 1999 saw the birth of two web portals that still remain local titans – Daum and Naver. Dozens of other web portals competed for market share but Naver solidified its place at the top in 2003 and has maintained the position ever since. Daum come as a not-so-close second (the Bing to its Google if you may).
Naver is a formidable giant. The key difference between Google and Naver is that Google is a launching-off point. You start on Google and use it as a tool to help you get to where you need to go. Naver is different. It’s its own fully functioning ecosystem, equipped with search functions, blogs, cafes (communities), maps, ask sections, news, shopping, webtoons, music, real estate, finance, etc. You could access a mind-boggling amount of content without ever having to truly leave the platform. The experience is enclosed in comparison to Google’s openness.
This is probably the biggest reason why programmatic is stunted in Korea. One of the reasons why programmatic is such a hit is because it makes it so much easier to sell and buy ad inventory. There were an estimated 1.82 billion active websites in the US in April 2017. Imagine advertisers having to shift through that many websites to decide which publisher’s inventory they want to purchase. It also makes it that much harder for publishers to manually sell their inventory. But when you put it into an automated system, such as programmatic media buying, it relieves the pressures of manually selling and buying.
However, Naver never has this problem. Many Koreans go to Naver to start web surfing and usually will stay within the platform for most, if not all, of their internet journey. Thus, advertisers will always go to Naver to buy inventory because they know that it’s guaranteed to be shown to a wide audience. Unlike Google, that has famously refused any form of disruptive ads on its search engine (e.g. banners and pop-ups), Naver allows ads to be shown on a variety of placements all throughout their portal. And it’s always in high demand.
Advertisers have to go through booking processes for most of the inventory, possibly facing hefty penalties for booking cancellations. They also have to adhere to strict rules set by Naver, be satisfied with simplistic reports that don’t reveal much, deal with the strict forbiddance of third-party tracking, etc. For Naver Timeboard, which guarantees your ads will be shown in the spot right under the main search engine for one hour, advertisers can pay up to 30,000 USD. FOR ONE HOUR.
Advertisers grumble and moan but continually go back to Naver because that’s where their customers are. They can’t help but use it the way that most advertisers can’t avoid using Google for their search campaigns. You’re giving up too many impressions when you do. And because there’s such a high demand for their advertising space, sometimes requiring advertisers to book months in advance, they have absolutely no incentive to put their inventory out in a competitive marketplace. Daum has also followed in Naver’s footsteps.
So without Naver and Daum inventory, the marketplace for programmatic media buying just shrunk drastically, to a point where most advertisers don’t see the appeal of even bothering. Even with the appeal of more granular targeting options, more competitive pricing, and the ability to derive great insights about customer behavior, the lack of inventory is a huge barrier to entry.
However, Korea can’t stay this way forever. Global trends push for more transparency, more data, more precision and efficiency. High-tech Korean users are gravitating towards Google products and Korean branches of global agencies continue to feel pressure from abroad to start implementing programmatic practices. Programmatic technology platforms are arriving domestically in bulk. DCM, MediaMath, Adjust, Turn, Criteo, DataXu, and Rocket Fuel are just a couple of the players that are aiming to get in the market early.
It’s only a matter of time before the wall collapses and programmatic infiltrates the domestic market with full force. This leads to interesting questions that cannot yet be answered. How will powerhouses Naver and Daum react to this threat to their dominance? How will this change the Korean digital landscape and its heavy reliance on web portals to direct their internet activity? What strategies will Google utilize to take advantage of this situation? How will this push for transparency and an open web have ripple effects across other industries that have benefited from this enclosed ecosystem?
With Mobile quickly becoming the go to channel for brands, there is a quiet revolution happening in the world of marketing. Mobile is growing up, and getting serious as it moves front and centre. Here are our top Mobile advertising trends in APAC for the year ahead.
1. Rise of the apps
App use is growing 22% year on year, driven by increased smartphone adoption. Consumers already spend more than 50% of their total digital media time in app. This promises to grow again in 2018.
2. Gaming is the new TV
With 27% of time on mobile devices spent gaming, mobile games are slowly replacing TV as the backdrop to everyday life. One of the biggest opportunities for brands in 2018 is leveraging mobile gaming as a high reach, context neutral environment, just like TV or UGC / Social Media.
3. Mobile video keeps on rolling
Mobile video advertising spend has grown by 63% in over 2017. And with 4 times as many consumers preferring video over static advertising, brands will continue to top up in 2018.
4. Mobile native creativity
As consumers spend a majority of their media time on mobile, expect mobile native interactive and vertical video formats and functionality to move front and centre. Marketers will make more use of mobile capabilities to engage consumers in 2018.
5. Consumer choice and permission based advertising
With the rise of subscription media like Netflix, and increased adoption of ad blockers, consumers have more choice over their exposure to ads. Rewarded ads on mobile get 68% approval ratings from consumers, compared to only 20% who approve of pre-roll.
6. Mobile only consumers
With 65% of consumers in emerging markets already mobile only, and those in developed economies very much mobile first, the next generation may never experience the internet the way we do. Avid voice searchers, and heavy app users who avoid the desktop, they will see the world in a whole new way.
7. Mobile brand safety tracking and viewability grows up
Mobile devices are personal, so it’s even more crucial that advertising is delivered in a way that works for both advertisers and customers. Brand safety and viewability measurement will drive increased scrutiny of media investment, and a cleaner advertising experience for consumers.
8. Programmatic growth
Advertising spend is shifting fast to programmatic, and even faster from desktop to mobile. With mobile video set to account for 28% of ALL ad spend by 2019 it’s time to get on the mobile programmatic train.
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