Mais conteúdo relacionado Semelhante a Admax adtech workshop 2010 marketing in sea (20) Admax adtech workshop 2010 marketing in sea1. Marketing in Southeast Asia: One size fits all?
3rd June 2010
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2. Admax Network – Who are we?
Established in 2006
Largest Ad Network in Southeast Asia
Offices in Indonesia, Malaysia, Philippines,
Singapore, Thailand and Vietnam
Ad network delivering ads across over 3,200
websites via our Adrenaline platform
Reaching over 76.1 million unique users in
Southeast Asia
Our reach in SEA
2bn ad impressions delivered each month
Total Population: 492.8 m Over 600 campaigns delivered in 2009, for
People Online: 91.3 m over 250 premium brands
Admax’s Reach = 83%
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3. Quality local and regional advertisers
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4. Our SEA Offices
Singapore – Headquarters Malaysia Thailand
Gary Chin Mathew Ward Tiwa York
Sales Director Regional Sales Director Managing Director
E: gary.c@admaxnetwork.com E: mathew.w@admaxnetwork.com E: tiwa.y@admaxnetwork.com
T: +65 6518-1691 T: +65 6518-1681 T: +66 2636 0720
Philippines Indonesia Vietnam
Resty Magno Peter Goldsworthy Chris Tran
Managing Director Managing Director Managing Director
E: resty.m@admaxnetwork.com E: peter.g@admaxnetwork.com E: chris.t@admaxnetwork.com
T: +63 2 856 5616 T: +62 21 5794 8424 T: +84 8 5404 7110
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
5. What we will show you today…
1. Although there are many similarities, Southeast Asia is very diverse
2. Practical tips for each market
3. Highlight LOCAL case studies
4. Give you something that you can apply to YOUR campaigns
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6. Can a uniform marketing approach work?
Population Religion Dialects Ethnicity Islands
Indonesia 240 million 6 742 76 17,508
Malaysia 28.3 million 9 4 4 75
Philippines 91.9 million 6 9 175 7,107
Singapore 4.9 million 5 4 4 63
Thailand 67 million 4 1 5 60
Vietnam 88 million 4 8 39 17
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8. The Long Tail is growing
Unique
users Focused Content sites
Travel Autos Lifestyle Business Women Technology
Top Portals
Portal Inventory Content rich inventory Small sites, blogs
Inventory Ranking
8
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10. Key Statistics:
Total Population: 4.9 Million
Internet Population: 2.3 Million
Internet Penetration: 72.4%
Highest broadband access: 90%+
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11. Singapore: Tip # 1 – Have a Social Media strategy
• Singapore boasts the highest reach in social networking, with more than
74% of its online population using social media sites monthly
• Consumers see social media as their own space – make sure your
you aren’t invading their space.
Source: Brand Republic / Comscore
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12. Singapore: Tip #2 – Social media fragmentation
400,000,000 Facebook users sharing 1,500,000 pieces of content daily
250,000
100,000,000 social networking sites 200,000,000
videos on YouTube active blogs
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13. Singapore: Tip #3 – Don’t ignore the Silvers!
30.54% of Singapore’s Internet users are over 50 years of age.
(i) Most diverse internet demographic in Southeast Asia
(i) Older people are an opportunity for marketing & selling products and
services
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14. Singapore: Case Study
Client: DBS
Agency: MPG
Channel: Syndacast
Objectives:
- To promote its SME services by showcasing
successful entrepreneurs on a dedicated website
Execution:
-Digital and video PR executions were used
-PR series included interviews with CEOs of popular
brands
Results:
-Video PRs delivered 450,000 to 650,000 impressions
per press release
-Average of 40 to 50 websites picked up each PR
-PR’s were republished on sites such as USA Today,
and Yahoo!
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15. Singapore: Takeaways
Ensure you have a well thought through social media strategy
Social media ≠ Facebook
In Singapore, online is not simply a channel to reach youth
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17. Key Statistics:
Total Population: 28 Million
Internet Population: 9.4 Million
Internet Penetration: 62%
Ethnically diverse: 54% Malay
25% Chinese
7.5% Indian
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18. Malaysia: Tip #1 – Popularity of blogging
• 15% of Malaysians blog daily (Source: ADMA Digital Marketing Yearbook 2009)
• 44% of Malaysians read blogs on a regular basis (Source: Home Use of the Internet
Survey 2008 – MCMC)
• People trust blogs more than newspaper ads, radio or magazines (Source:
Digital Media Usage Study 2010 - TNS and Media Magazine)
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19. Malaysia: Tip #2 – Local content is a key interest
• Local news commands twice as much attention than international sites
(Source: Nielson research – What Malaysians do online 2008)
• Local political scene is a key talking point hence local news/local sites
are much more relevant and important than international sites
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20. Malaysia: Tip #3 – Online retail lacks reach
• The E-Commerce landscape is one of the least
developed in Asia
(i) Lower than SG, PH, VN and even ID
(ii) Biggest e-commerce transactions are movie
tickets and travel
• E-Commerce is tricky, with low trust levels from
the consumers
(i) Consumers prefer to research and compare
products online and then purchase in store
comScore - Online Retail Reach in Asia, by Country
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21. Malaysia: Case Study
Client: McDonald’s
Agency: OMD
Channel: Nuffnang.com.my, advertorials, banner ads
Objectives:
-To promote Big Mac’s 40th
Execution:
-RM10,000 prize was offered for the best video
-Microsite was hosted on Nuffnang.com.my to
promote the video entries
-Advertorials and banner ads to promote the contest
Results:
-77 videos submitted in 4 weeks with 24,000 votes
-Most popular video received 45,000 views on
YouTube
- 7 out of 10 Google search results from pages in
Malaysia for the keywords “Big Mac Chant” came
from Nuffnang blogs
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22. Malaysia: Takeaways
Engage the blogging community to create buzz and awareness
If you’re targeting news content, local is better
Unless you’re in the travel business, driving online sales requires a lot of
trust in your brand
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24. Key Statistics:
Total Population: 240 Million
Internet Population: 30 Million
Internet Penetration: 12.5%
Largest internet population in SEA: Tripled in 2 yrs
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25. Indonesia: Tip #1 – They have buying power
• 80% of internet users, mainly access from work
• Employed full time - Higher spending power
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26. Indonesia: Tip #2 – Is mobile the way to go?
Indonesia has over 100 million mobile users, however only 10% use
mobile internet
Source: AdStars, Buzz City
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27. Indonesia: Tip #3 – Watch your ad serving costs
• Most sites sell on time based - Impression numbers are rough ‘estimates’
• Ad serving costs can get out of control
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28. Indonesia: Takeaways
Online reaches a desirable target audience with spending power
Effective Mobile marketing is still challenging
Keep an eye on adserving costs when buying time based placements
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30. Key Statistics:
Total Population: 66 Million
Internet Population: 16.1 Million
Internet Penetration: 24.2%
Broadband Subscribers: 950,000
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31. Thailand: Tip #1 – Rich media is effective
• Thais are very receptive to rich media / interactive units
• Interaction rates up to 17%, compared to a 10% average in Southeast Asia
(eyeblaster Global Benchmark Insights, May 2010)
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32. Thailand: Tip #2 – Social / Casual gaming
• Highest usage of casual games in Top 10 Content Categories
Southeast Asia
1. Entertainment
• Mochi Ads reports 2.5 times more gamers in 2. Games
Thailand than the next closest market, the 3. Blogs, Forums, Social
Philippines 4. News
5. Shopping
• RockYou serves 500mill impressions per
6. Business
month in TH – top in the region
7. Sports
8. Education
9. Internet
10.Banking & Finance
(Source: Truehits.net)
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33. Thailand: Case Study
Client: Chevrolet , General Motors Thailand
Campaign: AVEO Test Drive
Media: Banners, Mobile Interactive OOH, Flash Game
Objectives:
- Reach young working adults to test drives the new
Aveo
Execution:
- Microsite with flash driving game & Test Drive Reg.
- Digital OOH Game Billboard with Mobile
Interactivity
- Banners on major local sites, Messenger, and
Admax Network
- 3 Banner creatives run in phases using 2 banners in
parallel for creative optimization on the network
A
Results:
- Strong increase in test drive requests immeditely B
after the campaign
- Creative B CTR was over 3 times higher than the C
others.
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34. Thailand: Takeaways
Rich Media is a good ad format to use for maximum engagement
Casual and social gaming is a strong channel to look into
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36. Key Statistics:
Total Population: 91.9 Million
Internet Population: 24 Million
Internet Penetration: 24.5%
Broadband Subscribers: 1,045,700
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37. Philippines: Tip #1 –
Targeting the Overseas Filipino Workers
• Overseas Filipino Workers remit US$18.3bn each
year in the Philippines
• Almost 40 to 50% of traffic that goes to local
news and gossip websites are from Overseas
Filipino Workers
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38. Philippines: Tip #2 – Video content a hit
Of the time spent online engaged in entertainment content, 64% of it is
based on consuming video content
Source: Comscore
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39. Philippines: Takeaways
Consider OFWs in your target audience mix
Look for video content, as it has extremely high reach and engagement
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41. Key Statistics:
Total Population: 86 Million
Internet Population: 23 Million
Internet Penetration: 27%
Broadband penetration: 7%
Internet usage growth: 30% yr on yr
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42. Vietnam: Tip #1 – MUST go local
• English comprehension is low
• Low levels of trust for content or sites that
are not in Vietnamese
• However, beware! Most publishers don’t
accept 3rd party ad serving
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43. Vietnam: Tip #2. Beware of overcrowding!
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44. Vietnam: Tip #3 - Click fraud is high
Vietnam has one of the highest rates of click fraud in the world (49.7% Click Fraud rate)
Source: Anchor Intelligence
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45. Vietnam: Case Study
Client: Unilever
Agency: New Media Edge
Channel: Vietnam Idol
Objectives:
- To build and manage the website for Vietnam
Idol 2007
Execution:
-original and exclusive content helped enhance
interaction between the sponsors’ brands and
users
-Interactivity on the site to attract repeated visits
-Partnered with Yahoo and other local sites to
bring in traffic to the site
Results:
- Over 800,000 visits
- Over 2,000,000 page views
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46. Vietnam: Takeaways
Advertise on local websites
Look beyond the top portals
Be wary of local publisher stats
Ensure your media partners have solid click fraud protection systems
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47. Summary
• Its NOT a cookie cutter approach
• Go Local – local content is better
• Look beyond the top portals
• Prepare for the future, but make sure you look at what works today
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48. Singapore – Headquarters Malaysia Thailand
Gary Chin Mathew Ward Tiwa York
Sales Director Regional Sales Director Managing Director
E: gary.c@admaxnetwork.com E: mathew.w@admaxnetwork.com E: tiwa.y@admaxnetwork.com
T: +65 6518-1691 T: +65 6518-1681 T: +66 2636 0720
Philippines Indonesia Vietnam
Resty Magno Peter Goldsworthy Chris Tran
Managing Director Managing Director Managing Director
E: resty.m@admaxnetwork.com E: peter.g@admaxnetwork.com E: chris.t@admaxnetwork.com
T: +63 2 856 5616 T: +62 21 5794 8424 T: +84 8 5404 7110
Copyright © 2010 DMS Pte. Ltd. All rights reserved.