Tag Archives: marketing

‘Advertising at a Crossroads’ as AI the new Focus for Marketers

Arshan Saha Xaxis APAC President
By Arshan Saha, President APAC, Xaxis

There’s been a lot of scepticism recently about where advertising is headed. Online advertising has seen massive growth over the past decade thanks to its flexibility, transparency and measurability—not to mention the ROI. But with this growth comes a new challenge: more than before, marketers must fight to break through the clutter and connect with their target audiences. The rise of obtrusive and irrelevant ads on the web has led to a concurrent surge in ad-blocking software as consumers become frustrated with or indifferent to the content bombarding them. In response, some of advertising’s biggest spenders have started to shift their focus back to real-world tactics such as experiential marketing. This leaves advertising at a tricky crossroads, and got me thinking: Will digital advertising always remain an important instrument in a company’s marketing toolbox? And as an advertising company, how can and should we push advertising to adapt if we believe it to be the way forward?

Xaxis wholeheartedly believes that digital advertising needs to deliver tangible results to continue to be relevant, and as such has repositioned to focus its entire offering on client outcomes. The best way to do this was to understand the client’s advertising goal that ties as closely as possible to the true business outcomes they are trying to drive. So what do marketers need to think about and do differently to truly engage consumers and drive measurable business results?

Artificial intelligence (AI) has completely changed what we can achieve in advertising, from media buying and planning, how to achieve set targets, and the metrics used to understand success. As my colleague Sara Robertson, VP of Product Engineering for Xaxis once said: “AI is like a spreadsheet on steroids”. The potential of AI lies in its ability to see the bigger picture. We’ve made AI and machine learning an integral part of our offerings, used to find and define audiences, refine our creative messaging, generate audience personas, and develop bidding strategies, all of which can transform a digital advertising strategy to drive remarkably improved results for clients.

And while it is true that consumers hate interruption, it’s never a bad thing when advertisers are forced to adapt by creating content that consumers enjoy. One example is a creative new type of ad that has emerged in China to play in breaks of TV dramas online. These ads utilize the TV shows’ original content and narrative arcs, and feature the same actors in their on-screen costumes, making the ad almost indistinguishable from the original content to hold the audience’s attention and pique their interest. This type of advertising is expected to surpass 2 billion yuan (US$311 million) in sales revenue this year, up from 800 million yuan in 2016.

Advertising with influencers also holds increasing importance in the marketing mix as a way for brands to create trust and credibility with consumers. Over the last few years, influencer marketing has skyrocketed to the point that it has become a category of its own. The premise for this is that consumers trust people they already follow rather than an obvious advertiser. Brands are therefore working to get attention from consumers by channelling their message through people with extensive and trusting networks, commissioning influencers to co-create ‘native’ content that advertisers can then amplify. All of this shows that content needs to mimic what consumers already enjoy in order to engage, but advertising itself won’t disappear.

At the end of the day, approaches such as experiential marketing can be a highly valuable way for many companies to increase brand exposure and customer loyalty. But they shouldn’t necessarily replace advertising altogether. Marketers need to look at the bigger picture and focus on reaching business objectives by quantifying success with real metrics and conversions—regardless of the marketing tactics they choose to convey their messages. That means connecting with your customers authentically and holistically, wherever they happen to be – though as we know, people are spending more time online now than ever.

For Xaxis, repositioning our offering to focus on client outcomes was the most logical move. To align with a client’s true marketing and business objectives—and deliver results to hit those objectives and maximize ROI—should be the goal of any marketing tactic. What really sets digital advertising apart is its ability to do exactly that, with more transparency, efficiency and measurability than any other approach. For this reason, we don’t see it dying out anytime soon.

Innovation and Data in a Mobile First Era

Itamar Benedy, Glispa
Itamar Benedy, Chief Executive Officer, Glispa

Mobile growth continues to hit record highs in 2018, built on a foundation of programmatic delivery. And that makes it more important than ever to get mobile innovation right, says Itamar Benedy, CEO, Glispa. In this Q&A with Digital in Asia, he talks about GDPR, Mobile Network Operators (MNOs), playables and performance marketing on mobile.

How important are Mobile Network Operators and their data in the mobile first era?

Mobile Network Operators (MNOs) are the sleeping giants of ad tech, but as proven by the recent AT&T AppNexus deal, these titans are waking from their slumber. MNOs will be incredibly powerful in the mobile advertising industry due largely to the vast scale of user data they hold which, if utilised correctly, places them in an extremely strong position to challenge the Facebook and Google duopoly.

What puts MNOs at an advantage is the opportunity for value-added services, delivering engaging content to users and creating additional revenue. They provide an exciting alternative to the limited in-app inventory currently available for mobile advertising. The most important part of mobile advertising is having a direct line of communication with the audience, and MNOs can provide the channels necessary to interact with users through multiple touch points, consequently maximising their potential.

To date, MNOs have done little to harness the power of the data they hold, but we expect to see others follow AT&T’s lead through commercial acquisitions. Hong Kong conglomerate CK Hutchison is one company that has noticed the potential of MNOs and, despite the European competition commissioner blocking its acquisition of the UK’s O2 network, it recently bought a 50% stake in Italy’s Wind Tre in a $2.45bn deal.

How is GDPR impacting Glispa and the wider industry around data?

In spite of the confusion that still surrounds the GDPR, its introduction is largely positive. GDPR is forcing the industry to be transparent and deal with data responsibly, and will ultimately minimise the number of unethical vendors. This will enhance the user experience and pave the way for more open and honest relationships between brands and consumers.

GDPR has also compelled advertisers to think more creatively about campaigns to encourage users to opt-in. We’ve seen an increase in the creation of playable ads because they include an opt-in element that incentivises users to consent to data collection so they can play the game, without forcing them to do so.

As a German-founded company, Glispa has followed strict data usage regulations from the outset, so the introduction of GDPR is having minimal impact on our business operations. We view the GDPR regulations as an exciting means of expanding our creative potential by finding new, fun ways of encouraging user opt-in.

Tell us about playables – how do they work, what are advertisers doing with them?

Playables are entertaining and rewarding mini games that provide a more meaningful and interactive experience than traditional ads. They are most commonly used in the gaming sector where the concept is much the same as test driving a car; allowing the consumer to ‘try before they buy.’ Playables are highly successful in this sector as users who go on to install the full app already know what the game is like and are highly likely to play it regularly.

But playables aren’t just limited to the gaming sector, any brand can create a fun and interactive game ad that will entertain and engage its target audience. Giving users the ability to interact with content leads to better brand recall and enjoyment, thus reaping positive conversion rates and ROI. Interactive ad formats also have map tracking so even if a user does not take the required action, advertisers can see where interactions are happening and derive insights to improve future consumer communications.

Playables are the most effective way to increase creativity within mobile advertising and, as demonstrated in a study by AdColony, are consistently voted as a favourite ad unit, but so far adoption remains relatively slow.

Why are more advertisers not using the playables format?

There are a number of explanations for the slow adoption of playables, all of which will be made redundant in the future. Firstly, brands outside the gaming market don’t always understand the relevance of playables, after all, why make a mini-game when they don’t have a full game to sell? But it is becoming increasingly clear this is an outdated viewpoint and many non-gaming brands, such as Burger King, are making good use of playable ads to boost user engagement.

Complexity is another hindrance to playable adoption. As a new format, there are no proven templates advertisers can use to design and build ads, making playables time consuming and expensive to create. With limited playable case studies in most verticals, advertisers are understandably reluctant to take the risk of investing in the format but this will change as a defined playbook emerges and the complexity and cost of production decreases.

What are your thoughts on the Facebook and Google duopoly?

A noticeable theme of Cannes Lions this year was that companies are ready and willing to challenge the duopoly. The AT&T Appnexus deal and OATH’s acquisition of Yahoo demonstrate the huge leaps telcos are taking and how they are gearing up for battle. These telcos now have the data, user-base and scale, as well as the funds to really pose a threat. Moreover, with Facebook’s well-publicised lack of transparency, it may not take much for companies to start asserting their dominance over the giant.

How do you see the evolution of performance marketing and the role of mobile as a channel?

Performance marketing has evolved from its affiliate roots to play an ever-increasing role in marketing strategies. The main reason for the growth of performance marketing is its unique measurability, which is vital at a time when the pressure on marketers to justify digital spend is increasing and transparency is highly valued.

Mobile is a particular driver of performance marketing. Consumers spend huge amounts of time on mobile devices and we see exceptionally high levels of engagement but mobile advertising is difficult to measure so marketers are turning to performance marketing, which can achieve specific KPIs such as app downloads and re-engagement.

As it becomes a more trusted and widely used tactic, performance marketing is moving beyond traditional monetisation metrics such as clicks and downloads toward more meaningful goals such as user engagement and lifetime value. In fact, performance marketing is proving so effective at driving these outcomes, marketers are beginning to take best practices from this technique to use in brand campaigns.

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:

Evolving your Influencer Marketing for the AI era

Charles Tidswell1The scale and scope of influencer marketing is growing at pace and holds increasing importance in the marketing mix as a way for brands to reach consumers. In this column, Charles Tidswell from Socialbakers provides his top tips for executing social media and influencer marketing campaigns in Asia, including measuring ROI, finding the right influencers and avoiding fakes, artificial intelligence, macro and micro influencers and the specifics of influencer marketing in the Asia Pacific region.

1. Find the right social media influencers

Finding the right influencer is crucial.

A good starting point is to define the brand’s audience personas. This allows the brand to truly understand their target audience, and thus identify an influencer who has values and audiences that line up with that of the brand’s. It is important to look at how aligned an influencer’s content is with your messaging. This can be determined by understanding key traits such as their likes, dislikes and the content they have previously posted.

Brands should ensure that the influencer they select has good engagement and reach.

Engagement is an indicator of how interactive an influencer’s audience is with the content they are posting. How much, and how often audiences engage with the influencer are indications of how meaningful those relationships are. This includes how many readers like, comment or share the influencer’s content.

While not the most important, ‘reach’ is a valid metric for consideration. However, brands should resist the urge to only look at unique visitors as a measure of reach. Traffic and followers are only meaningful to the extent that the influencer is reaching the brand’s target audience.

With the rise of influencer marketing platforms, finding the right influencer can be easy and efficient, eliminating the need to manually sift through influencer profiles. Brands can easily search for influencers based on their audience size, interests, location, age, and gender. It is also possible to see an easy-to-understand score estimating the performance of the influencers, in order to determine the most effective influencer to work with.

2. Measure the ROI of influencer marketing

There are a multitude of ways brands can measure ROI.

The two most common ways are to measure engagement rates, as well as frequency of mentions and hashtags.

Engagement rate is possibly the most common form of measurement. This metric will differ according to the platforms you are evaluating, so brands must be sure to measure the engagement of each individual post in order to better understand what’s working. To put the effectiveness of influencer posts in-context, brands can also analyse their non-sponsored content along with sponsored posts from previous partnerships to benchmark content performance. Since there is no magic number for what a “good engagement” rate should look like, this analysis can be a way to put the engagement rate into context. Brands can even consider looking into the Cost per Engagement (CPE). CPE breaks down how much you are paying for engagement: likes, comments, clicks etc. To get to this number simply divide your total influencer budget by the number of engagements.

Brands looking to see if their influencer marketing campaigns are sparking conversations can tap on social media listening tools. These tools dive into the conversations taking place across social media to find out if the brand is appearing more frequently. Aside from brand mentions, setting up a unique hashtag is also a great way to measure success. If you are creating a campaign with an influencer you can assign a specific hashtag to that campaign and monitor if it’s gaining any traction.

3. Detect and manage fake influencers

Fake influencers are notorious for buying fake followers, hoping to trick brands into a paid collaboration. To make sure the influencer of your choice isn’t ‘fake’, look at their volume of interactions per 1,000 followers. A fake influencer will have a low share of engaged fans, which is a red flag showing you shouldn’t work with that person.

With Socialbakers Influencer Management, marketers can are able to search by location, age, and interests. Influencer posts’ data can be pulled up for inspiration and likes, sentiment of comments, brands they’ve worked with before, and how they performed in the past for marketers to make an informed decision. By doing so, fake social media influencer profiles can be sieved out more effectively.

4. Make use of emerging technologies such as artificial intelligence

AI can help take the guesswork out of Influencer Marketing; from recruitment of influencers based on the brand’s objectives, provide the ability to forecast influencer performance, predict optimal incentives that would encourage influencers to take a certain action etc.

We will continue to see advancements in AI-powered Influencer Marketing that will help brands understand what content is most likely to resonate and influencer the purchase or adoption decisions of the end consumer.

5. Remember the difference between macro and micro influencers

Micro influencers are those who have between 1,000 and 100,000 followers. This category of influencers have a tight-knit relationship with their audience and tend to have higher engagement and conversation rates. While micro influencers often cover a wide range of niches, they are often more affordable than macro or celebrity influencers.

Macro influencers, on the other hand, have a significantly higher follower base – this ranges from 100,000 up to 1 million followers. Given their wider reach, macro influencers tend to have a more diverse audience as well as an established position within a given community.

Deciding which category of influencers to work with largely depends on the scale of the campaign and its objectives. Brands looking to create product awareness or to reach a wide audience may choose to use a macro influencer, while brands keen to encourage customer conversion or retention may prefer to work with micro influencers. They can convert customers cheaper and more efficiently than any of the other options, making them a powerful option to boost ROI.

6. Choose the right social media platforms for your market 

Asia has become one of the most important emerging regions for social media marketing. The hunt for social media influencers requires extensive knowledge on metrics that brands find most important, aspects they value in an influencer the most and more.

Regardless of the industry or region, ​brands are increasingly interested in incorporating influencer marketing as an inherent part of their digital strategy. We have seen it for some time in industries like fashion and beauty​, but today influencer marketing is ubiquitous and is one of the fastest growing categories in advertising, projected to be a $5-10 billion market by 2020, according to Mediakix.

Platforms that are the most used for influencer marketing in Asia include Facebook, WeChat and Instagram which have a high volume of monthly active users in the millions. One significant platform to take note of is China’s WeChat, with about 963M monthly active users. The functionality of WhatsApp, Snapchat, Messenger, and Facebook are integrated into this application.

The app also takes it up a notch by allowing Chinese users to order meals, book taxis and doctor’s appointments. WeChat even offers an assistant chatbot called WeSecretary to manage administrative tasks such as paying bills, booking airline tickets and much more. With such a wide array of integrated functions on a single platform, WeChat paves the way – and provides opportunities for influencers to build closer relationships with fans as well as potential fans.

 

 

 

A Duopoly of Convenience: Facebook & Google Tap New Growth in APAC

by Tom Simpson

Latest data reveals that in Q1 2018, Facebook and Google ad revenue grew by 40% year-on-year across Asia Pacific (ex. China), while ‘The Rest’ – every publisher and ad tech business outside the duopoly – saw a fall in revenue of 20% over the same period.

Total APAC (ex. China) Digital Ad Revenue (USD billions) (1)

Looking at the top-line, digital advertising is experiencing strong growth across APAC, with ad spend up $0.85 billion year-on-year in 2018. But it’s clear that while many publishers and ad tech businesses are still growing, in reality that additional $0.85 billion revenue is comprised of $1.63 billion more for Google and Facebook, and $0.78 billion less for everyone else.

As a result, Facebook and Google revenue hit 65% of APAC total digital revenue, up from 51% in Q1 2017. This means twice as much budget goes to the duopoly as every other digital publisher and ad tech platform in the region put together.

APAC (ex. China) Q1 2018 Digital Ad Revenue Share (%)

Google and Facebook also grew in terms of revenue share across all media, taking 20 cents in every 1 dollar spent in the region. This is up from 15% – or 15 cents in the dollar – last year, and represents an increase in budget flowing from traditional media, including TV and OOH.

The duopoly in perspective

From a global perspective, Facebook and Google have been strengthening their hold over digital advertising budgets for several years. Asia Pacific has actually seen a slower shift in spend than the US or Europe, where Google and Facebook already account for 80% of digital ad revenue.

While there is a huge amount for ad tech to be positive about in 2018, and plenty of genuine tech innovation on the supply side outside the duopoly – mobile, blockchain, digital retail, apps, influencers, and permission-based marketing, are all areas seeing new thinking and growth – the publishing and ad tech industries are in a challenging space right now. Concerns over ad quality and complex value chains, in addition to the impact of Facebook and Google, have left VC money looking for safer havens. With marketing clouds, telcos and consultancies worldwide positioning for unified marketing technology stacks – the acquisition rumours at Cannes in 2018 were even more outrageous than those around the downfall of Sir Martin Sorrell – mad-tech consolidation started several years back, and looks set to accelerate in the years ahead.

But it’s not only the supply side facing increased headwinds. The brave-new-era marketing stacks are already busy hunting brand agency business direct from the major holding groups, using their newly enhanced strategic and tech positioning to situate themselves both upstream closer to the CEOs ear, and downstream on the battlefield of media execution across newly rationalised, open, and addressable programmatic auctions. Whether it’s okay for the auditors to also do the work, is another question of course.

Even Google and Facebook cannot be sitting easy in the face of the increased scrutiny and margin pressure promised by these changes, alongside recent brand safety issues, an emerging 3rd advertising player in Amazon, and a resurgent Twitter. Growing antitrust concerns in the US and EU spurred by a public revolt against the increasing power of the silicon valley tech titans, fears over over-reach into our everyday lives and loss of jobs have also made headlines in 2018. Google and Facebook are yet to crack China, but each is making moves with greater and lesser degrees of success to grow influence in this hugely important global market.

The age of convenience

Human beings have long sought means to make our lives easier. From earliest times with the invention of the stone hand axe, to the swarms of gig economy apps which today get people to clean your apartments, drive you around, do your shopping or deliver you just about anything you can think of, at the touch of a smartphone screen, convenience has been the driving force behind much human-made ingenuity. Most of us in the modern world now expect gratification to be on-demand.

New ways of offering services to customers have significantly changed how organisations and companies operate and compete in all markets. So it is no surprise that the age of convenience has come to our industry. What Uber did for transportation, Netflix for TV, and AirBnB for accommodation, Google and Facebook have done for marketing. And they are justifiably reaping the rewards.

In the on-demand era, there is only one guarantee: money flows to those who offer – or at least appear to offer – the comfort of convenience. This is the inconvenient truth.

Notes

As per last year, numbers are based on Facebook and Google publicly filed earnings information and best industry advertising revenue estimates via the IAB, Zenith and Emarketer among others – but someone out there may have a better view, so corrections welcome. The major assumption in this data is to exclude Chinese advertising spend from Google and Facebook earnings information and APAC industry spend estimates. This is to avoid distorting the data by including a market where Facebook and Google have small (although not insignificant) advertising businesses. All the data is available on a public Google sheet (yes, sorry, it’s Google!) here.

Key References

Facebook Reports First Quarter 2018 Results: https://s21.q4cdn.com/399680738/files/doc_financials/2018/Q1/Q1-2018-Press-Release.pdf

Facebook Q1 2018 Earnings Presentation
https://s21.q4cdn.com/399680738/files/doc_financials/2018/Q1/Q1-2018-Earnings-Presentation-(1).pdf

Alphabet Announces First Quarter 2018 Results
https://abc.xyz/investor/pdf/2018Q1_alphabet_earnings_release.pdf

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:

The Inside Line: The Death of Agencies

What with the yo-yoing of WPP, profit warnings, and Sir Martin Sorrell’s career, all in the shadow of the rise of the management consultants, you may be just as captivated by the current mayhem in the advertising agency and marketing industry as we are.

But we’re not sure that agencies are as dead as some people think they are…

We’ve tried to get a handle on it all from a ‘big picture’ perspective in this short episode of The Inside Line with Nick Fawbert from Mutiny Consulting.

Is it really an instalment of The Walking Dead? What do you reckon?

2018 is “The Year of App” for World Cup marketing

From 14 June to 15 July, almost half of the world’s population will divert its attention to the 32 hopefuls fighting it out for the 2018 FIFA World Cup in Russia.

In the periphery, marketers will engage in a battle of their own, with brands scrambling to ride the hype and global reach of the tournament to push effective campaigns.

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:

A new App Annie reports covers everything brands and agencies need to know about mobile marketing during World Cup 2018.

The App Marketer’s Guide to the World Cup [White Paper]

Sales increase for 51% of online retailers in SEA and Taiwan over past year

Fashion is the biggest ecommerce category, while payment methods and delivery issues are the biggest concerns for online retailers and marketers in Southeast Asia and Taiwan, according to a new report from Econsultancy and Shopee exploring challenges and opportunities in ecommerce across the region.

The results revealed that 51% of online retailers and 41% of marketers saw their online sales rise, but for 28% of online retailers and 29% of marketers, online sales remained the same relative to the past year.

Fashion and accessories was the most popular category on online marketplaces, with 23% of online retailers and 16% of marketers active in it. Health and beauty was the second most popular category, with 17% of online retailers and 15% of marketers offering choices in it.

The survey also revealed that marketers in Vietnam (11%) were the most active in the computers, camera and mobile phones category, edging out Singapore (10%) and Taiwan (10%).

While around a third of online retailers (32%) and marketers (33%) indicated that they did not sell internationally and had no plans to, the ecommerce market in the region is poised to grow with 54% of online retailers and 39% of marketers planning to offer their wares and services to other countries.

Full report available for download here.