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
MediaMath has announced the launch of a curated publisher marketplace product to deliver premium, high quality media. With the brand safety questions around social media and UGC environments right now, this is a timely move.
The Curated Market will employ a stringent set of brand safety standards and protocols:
Focus on large scale, high quality publishers based on ComScore
Privileged access to high priority inventory in the publisher ad server
Transparent, validated URLs only
Exclusion of most user generated content, specifically in environments or on publishers that do not support content monitoring, verification and blocking
Integrations with leading third party verification platforms including Integral Ad Science, DoubleVerify and Peer39 to provide brand safety filters
Exclusion of sites or content promoting illegal activity, hateful or distasteful rhetoric
Ability to opt out of all user generated content – often the source of brand safety issues – paying only for secure, brand-safe inventory across all channels including display, social and video.
To help ensure MediaMath stands by the brand safety promise, MediaMath clients using the Curated Market will not pay for media if it does not meet the agreed upon criteria at the publisher level. Specifically, if advertisers find their ads are run on previously determined unsafe inventory they will be credited with a refund for those impressions by MediaMath.
Joe Zawadzki, Chairman and CEO of MediaMath, said: “Digital advertising has long promised the ability to change how marketers interact with their customers, but the ubiquity of channels and content means marketers need to be more selective. The Curated Market offering provides transparency and hygiene in execution and reporting, audience addressability at scale and accountability for actors in the digital ecosystem, across all channels. It will change the way marketers think about buying ads.”
Overall, this is a smart move from a DSP that has let competitors – The Trade Desk and DBM to name two – get a jump on it in recent years. A commitment to brand safety is increasingly what brands are looking for in 2017, and MediaMath is to be applauded in taking a proactive approach.
iKorea is a new column by Soyoon Bach, a Digital Marketing professional in Seoul, covering developments in the Korean digital ecosystem.
If you work in advertising in Korea, you will most definitely have heard of the term “rep sa.” “Rep” is short for “representative” and “sa” in Korean means “company.” This is a shortened phrase for agencies that Koreans refer to as “media representatives.” So what exactly are media reps?
The general hierarchy of the Korean digital advertising landscape goes like this:
Advertiser → Ad Agency → Media Rep → Publishers
Simply put, media reps act as liaisons between agencies and publishers. They arrange the sale of media inventory on behalf of advertisers (or agencies). Media reps also provide media plans, intricate reporting, optimization recommendations, updates about the newest publishers and ad types, etc. Many media reps have proprietary technologies that make setting up ads easier, provide key insights, and run ads more efficiently.
The first ever media rep can be traced back to 1980 with the establishment of KOBACO. They were resellers for TV ad inventory and became the sole entity to control all the domestic TV ad inventory. They retained their power until a constitutional court ruled this as illegal monopolistic practice.
Since then, Korea has diversified its media rep offerings and media reps have especially become a key player in the complicated world of digital advertising. Usually, ad agencies don’t have the time or resources to keep contact with every single publisher or media platform out there and know which ones are best for their needs. This is where media reps come in. They synthesize all media-related information and updates and provide agencies with the insights they need. They let us know which creative is best served on which platform. Some platforms also have strict inventory booking processes. There are minimum spends, minimum ad periods, and cancellation fees. Media reps keep track of these processes and give ad agencies a heads up when they think certain bookings will become an issue.
The initial idea of media reps started out as a broker, a simple reseller. Now, they have evolved to so much more. They are media agencies for ad agencies, providing critical services that they can’t get from publishers directly. For instance, if an ad agency is working with multiple media platforms without a media rep, it’ll be up to them to individually communicate and negotiate with the publishers, set up the ads, aggregate the data, and compile the reporting. However, when you go through a media rep, they provide all these services for you so that you can spend more time tending to your clients.
Because this is such a common practice that’s taken for granted, it’s easy to forget that there are actually no regulations in place regarding this process. There’s no restrictions preventing agencies from bypassing media reps and going directly to the publishers. Similarly, there’s nothing to stop media reps from reaching out directly to advertisers. However, this practice continues to exist because this breakdown and distribution of tasks lets everyone do their jobs more easily.
A client can have one contact point for all their media dealings (the agency) instead of having to individually contact the publishers. Agencies can also focus more on making creatives and strategizing on the overarching direction of the campaigns. Media reps gain more clients and without much effort by teaming up with an agency and publishers also have the same benefits by teaming up with a media rep. The benefits are so real that Korean publishers will also pay back some of the money to media reps or agencies as a sales commission. And this commission could be as high as 20%.
For how much longer this model will persist, only time can tell. But media reps are already starting to feel the onset of programmatic media buying as a threat to their business. Global agencies are receiving pressures from their global headquarters to implement systems such as DBM and manage it internally, taking some business away from media reps. Media reps are frantically trying to develop their programmatic departments so that agencies will still be incentivized to use them for these services.
Aparna Krishnan, Associate Director of Strategic Planning, Mindshare, Malaysia
From the Internet of People (IOP) to Internet of Things (IOT): we are at the cynosure of behavioural change and technology. Asia Pacific known for its heterogeneity is a motley of sub-cultures and mind-sets, yet consumers in the region are unvaryingly relinquishing control and giving authority to technology. The screen bathing Asian consumer is appraising Connected Living as an evolution mandated by reliance on technology and the need for convenience. The numbers say so.
Within the APAC region, the adoption rates for smart technologies/connected objects have been slow yet steady. The most popular connected object being Smart TV, followed by Smart wristbands and then the Smart watch. In terms of appetite of markets towards connected objects – China leads ahead of the curve, followed by Thailand and then Japan.
Source – Global Web Index, Q4 2016
In lieu of the profusion of data and our knowledge on adoption of smart technology, below is a realistic prophecy at APAC’s ‘smart’ future both from a Consumer and Marketer perspective.
The Consumer Perspective
The jarring digital sever at home
With the multitude of solutions that smart objects provide, more and more consumers could fall prey to the Ostrich problem – the tendency to bury their head in sand and intentionally avoid or reject information. Picture this – a family sitting around a smart dinner table not talking to one another in the real world, the parents looking at data records transmitted to the table from the kid’s shoe that monitored how the kid had been holing up and not interacting with friends!
Connected living could be constructing glass walls between individuals who can communicate with each other but instead choose not to. We could be rewiring ourselves to function better online than offline!
Return of TV time!
With Connected living freeing up more time in consumer lives there is bound to be a rise in Couch Culture, this could possibly spell the comeback of TV time in Asia. It might not be linear TV or a streaming service on the TV screen it could be content being rendered on any flat surface in a smart home. This surface agnostic content streaming could be intuitive and customized with input feeds from other smart objects such as their mood info relayed from their smart clothes.
Picture this – In Singapore, an overworked millennial is trying to get some sleep after a long day at work, however brain activity measured predicts that sleep will be induced only 3 hours later thereby turning the ceiling into a screen streaming his favourite TV show that automatically switches off when he dozes off.
Circle of Trust will wear out
Due to the eavesdropping ability of connected objects privacy concerns in consumers will touch an all-time high. Mindfulness of consumers towards the types of data being collected and shared by connected objects will be questioned; they will empower themselves to read the labels (like wash care labels) on smart objects. Because of a chunk of responsible and mindful consumers there will emerge conversations around what kind of data can be shared and stored by smart objects. This could possibly also create room for housekeeping rules related to privacy.
Living in the moment, we are all aware that though data steers the marketing of today, it is the consumer who keeps control. This is explicit from the fact that in spite of exponential growth in mobile penetration advertising is not embraced to the same extent. In such a chaotic context, we marketers cannot be desperate for order and a rulebook – we must avoid being overwhelmed by the data and avoid a fool’s rush in mentality.
The Marketer Perspective
Real time data will deliver immediate insights
There will be a new source for observed behavioural data of consumers that could feed in as inputs enabling faster insights into product performance, consumer trends and purchase behaviour. For example, through connected vending machines, Coca-Cola reports spikes in its beverage consumption on college campuses before certain television shows air, a specific insight that not only leads to better understanding of customer demographics, but one that also presents opportunities for targeted marketing.
Diversity in devices and skills
There will be richer diversity in the ‘devices’ and ‘skills’ that can integrate with AI systems , fuelled by an open source model.
Eg: C by GE is a table lamp that incorporates the Alexa Voice Service, a microphone and a speaker, and consumers can use it without possessing an Echo – or even a smartphone.
Hyundai providing members of its My Hyundai program with the ability to start their vehicle, set the internal temperature and switch on the lights before leaving the house.
Shift in the dynamics of advertising
There will be a transformation in the way low involvement products are being purchased.
FMCGs being the key Adex contributors in the APAC region could be frontrunners and the biggest beneficiary of Smart living. The replenishment of detergents by the washing machine through e-commerce partnerships, the refrigerator ordering milk for you to pick up on your way back home etc. The categories and brands with loyalty and high frequency of purchase stand to benefit the most. It might even usher in a change in the dynamics of advertising – with marketers having to focus only on brand building efforts.
A breakthrough example of Connected objects used as a marketing tool to deliver sales is the case of Rexona Deodorant in Malaysia. We used Wearables to communicate the Motionsense technology that releases freshness withheld in capsules on moving. This was a great example of media integrating with Smart objects to deliver business results, a 2% increase in penetration!
Undoubtedly, adrenaline times are here!
As marketers in the quest to future proofing businesses in the Connected landscape, we need to win both hearts and minds; the trick is to be User first, technology second and to dwell in the possibilities.
The UK recently kicked off its largest ever international trade and investment marketing campaign. Aimed at international businesses and governments the campaign plans to showcase the UK’s trade and investment opportunities to a global marketplace, including the EU and beyond.
The comprehensive, multi-channel campaign will display a series of new images showcasing the UK’s world-leading products and services, including advertising in international airport hubs such as Hong Kong, New York, Los Angeles, Dubai, Frankfurt, Amsterdam and Singapore; press publications; along with substantial digital promotion.
As part of this international push, the Department for International Trade is stepping up its efforts to help international companies looking to trade or invest in the UK to find the right opportunities for them.
A recently launched interactive digital service – www.great.gov.uk – will provide practical advice to UK businesses ready to take the next step into new global markets, or international buyers and sellers who want to know more about the UK market or how to buy British.
The digital service will also include information on seven sectors, from technology to food and drink, so that international businesses can easily navigate the UK market and make an informed decision about the best investment opportunities.
Jo Hawley, Director of International Trade and Investment at the British Consulate in Hong Kong added: “Hong Kong and UK trading links have gone from strength to strength over the last 20 years. In the British Consulate General in Hong Kong, we are working with record numbers of Hong Kong and mainland Chinese investors expanding their businesses into the UK as well as UK companies keen to do business in Hong Kong. We hope that our new campaign and digital hub will encourage even greater trading links.”
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.
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.
A lot has changed in the world of social media, but we think these four points deserve a special mention:
The NYTimes Joins Snapchat Discover In seeing the most respected investigative publisher join Snapchat’s ad-supported channel, publishers the world over are on a hiring spree to replicate The NYT’s move to Snapchat Discover. Snapchat launched Discover two years ago as a tab for long-form content and journalism beyond social media. In a world where Facebook’s Instant Articles feature is largely viewed as a boon to the industry, Snapchat’s Discover tab offers publishers the option of revenue sharing.
Facebook Upends Snapchat’s IPO Within the month of announcing its plan for an IPO, Snapchat saw a hit in its user engagement numbers as Facebook rolled out a copy of its stories feature. Investor confidence was also shaken by the emergence of allegations that its numbers are off. We don’t expect the pain to last as the same revelations on Facebook’s numbers did little to dissuade investors and advertisers.
Combating Misleading and/or Fake News It’s always been around and in some cases, it has been profitable, by either flagrantly making up a story or using click bait in the headlines, fake news is nothing new. But since losing the election, liberal media has entered a sand storm decrying fake news as one of the tools that swayed the outcome. The tech industry, largely instilled with liberal values, has chosen sides with Facebook and Google tackling the issue head on. Facebook will be revising its social media trending feature and aim to provide users the sources of publisher’s news. Google, on the other hand, has banished over 200 publishers from its AdSense network for the crime of creating and publishing fake news. Snapchat also stepped up by penalizing content creators that promise content in the headline but redirect to unrelated sites.
Reviving Twitter’s Use Experience We’ve already talked about why no one is buying Twitter anytime soon, despite all the presidential attention it’s getting. The social media company is doing its best to roll out relevant changes in its usability. The latest of which is a switch from “Moments” tab to an Explore tab instead. Featuring trending topics and live video, the tab will be curated by Twitter’s editors. In a world of rebates focused digital media planning, this may not be enough for Twitter to get back on the horse. Bringing back Jack Dorsey gave the company credibility, but robbing him of executive power has not been. It remains to be seen how digital planners view the change.
Sourav Ganguly is the chief media officer at Centric DXB. He leads teams across digital media buying & planning, performance marketing, eCommerce conversions and search optimization. He can be reached on email@example.com
Digital growth accelerated over the previous 12 months in Asia Pacific, with internet users up 15% to pass the 1.9 billion mark. There are now also 4 billion mobile phone subscriptions across APAC, a penetration rate of 96%.
These findings have exciting implications for businesses, governments, and society, but they are also testament to the speed with which digital (and mobile) connectivity is changing the lives of people in the region.
More than 1.4 billion Asian consumers now use social media on a monthly basis, with 95% of them accessing platforms via mobile devices – the highest ratio in the world.
Digital in 2017: Southeast Asia
Digital in 2017: Eastern Asia
Digital in 2017: Southern Asia
Digital in 2017: Australia, New Zealand & The Pacific
2016 was an eventful year for marketers: New technologies such as Augmented Reality (AR) and Virtual Reality (VR) captured the imaginations of marketers globally – as Nintendo’s new AR offering, Pokémon Go, took the world by storm. 2016 was also a big year for digital transformation (DX), as enterprises rapidly prioritised DX at the center of their corporate strategy, and marketers rapidly embraced data analytics in order to drive marketing decisions.
Marta DeBellis, Adobe APAC Vice President of Marketing offers her views on some big milestones and game changers that will shape the digital marketing landscape, as we move into 2017.
1. AR, VR and Machine Learning will continue to have an impact in 2017:
The emergence of technologies like AR, VR and machine learning will shape marketing in 2017 and beyond. AR and VR will change the way marketers can engage with customers and drive experiences beyond what is possible today. AR and VR will change the way marketers can engage with customers and drive experiences beyond what is possible today. The challenge for marketers will be to learn how to create content for these formats to fully leverage the opportunities they offer.
Machine learning and data science will offer significant productivity opportunities for marketers, allowing them to focus their time on their overall strategies and away from day-to-day analytics and data management. Artificial Intelligence (AI) and machine learning have become ubiquitous in the technology industry, and a lot of great work has been done to build out horizontal frameworks to solve large-scale problems – from accurate speech recognition to computer vision.
We recently introduced Adobe Sensei, a framework and set of intelligent services, with deep expertise in AI, machine learning and deep learning, built into the Adobe Cloud Platform which dramatically improve the design and delivery of digital experiences.
Understanding how customers are consuming video content remains an opportunity for marketers in 2017. Video has been the ‘next big thing’ for several years now and I don’t think marketers have it all figured out yet. Marketers will get one more shot at leveraging this opportunity fully next year. Adobe’s acquisition of TubeMogul shows our focus on video in marketing campaigns. It will create the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for brands.
2. Competitive advantage (through exceptional CX) will be the biggest driver of digital transformation
Competitive advantage is the biggest driver of digital transformation and underlying that is customer experience.
Customer experience is the new competitive differentiator of success and is separating those brands which are pushing ahead with transformation, and those trapped in a business model of yesterday. Today’s digital landscape is overflowing with people interacting across multiple devices, whether it’s mobile devices, wearables, tablets or even car dashboards. When new products and innovation come onto the market, people want to be able to use it. The increased expectations of consumers have brought us to a tipping point where experience must be at the center of everything brands do.
In 2017 marketers need to walk in the shoes of customers and truly understand the experience their brand is offering. Customers are interacting with brands across many different touchpoints and marketers need to be aware of how this experience affects the overall customer journey.
3. Digital marketers must still place emphasis on creativity.
Data has given marketers the power to demonstrate ROI and drive business growth. However, it’s crucial they remember that creativity still plays a significant role. Creating amazing content that is personal and emotive is key to delivering incredible customer experiences.
Creativity and design-led thinking are central to business success. Adobe’s 2016 Creative Pulse survey highlights an overwhelming number of respondents who think so. 89% of APAC respondents say their businesses are placing more importance on creativity and design thinking. 56% of APAC respondents feel that they are creating a bigger impact within their organizations, compared to two years ago.
Content velocity – being able to create amazing content quickly, and at scale, should also be a focus for marketers in 2017. The key is to not make more content, but to make content more personalized and engaging.
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.