This session is focused on helping marketers’ gain deeper understanding of the Asian market. Experience level: Beginner, Intermediate, Advanced Target audience: Affiliate/Publisher, Merchant/Advertiser, Network, Other Niche/vertical: Asia Eric Gerritsen, VP, Sales & Business Development, Neverblue Media Co

1. Performance Marketing in Asia
January 15, 2013 – ASW – Las Vegas
Eric J. Gerritsen
Vice President, Sales & Business Development, Neverblue
- A GLOBALWIDE MEDIA COMPANY

2. GlobalWide Media background:
• Diversified digital marketing and Internet technology company connecting
advertisers and merchants to target consumer audiences worldwide
• Formed in 2006, specializing in email marketing
• Bought Neverblue Media Co. in 2012. Active in
search, display, social, mobile
• Early leader in international performance marketing. Active in Asia for 8
years
• Verticals: Dating, travel, insurance, fashion, gaming, financial
services, digital downloads
• Offices in Los Angeles, Victoria, Hong Kong and London
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3. Outline:
• Opportunity in Asia: The Big Picture
• For Advertisers & Merchants
• For Affiliates
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4. Opportunity: The Big Picture
Why Asia? Why Now?
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5. Asian Internet in Numbers:
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6. Asian Internet in Numbers:
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7. Asian Internet in Numbers:
The next
billion
Internet
users
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8. Asian Internet in Numbers:
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9. Global Adspend – Asia #1 next year
Crossover point
Is next year
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10. Asian Internet in Numbers:
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11. Digital Adspend:
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12. Big trend – Mobile marketing in Asia:
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13. Big trend – Mobile marketing in Asia:
• 2nd largest mobile ad market after US
• Need for great performance
campaigns
• Important to travel market – apps
• Big for gaming
• Affiliates with mobile experience
emerged in 2012, leaders who can
scale will emerge in 2013
• Pay-per-call models to emerge this
year
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14. For Advertisers & Merchants
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15. History: 40 years of rapid economic growth
60s-70s – Japan, first to rise, leaders in electronics and quality
manufacturing
80s-90s – “Tigers” Korea, Hong Kong, Singapore, Taiwan, also
Malaysia, Thailand – cheaper manufacturing
90s-00s – China, India, also Indonesia
00s-10s – China surges, India grows – watch
Indonesia, Philippines, Vietnam
Now – developed Asian economies have all moved
upstream into services and are also moving from
export-led growth to domestic consumption led
growth
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16. Almost 1 billion Asians have
joined the middle class in the last
30 years
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17. For Advertisers & Merchants:
Economic Lifecycle Mapping
Lifecycle
Travel
Education Medical
Clothes Real Estate
Entertainment
Maternity Dating
Cars Consumer goods Insurance Funerals?
Insurance Pharma
Diapers Dates Electronics
Health/Life
Fashion Mortgages
Hotels
Universities Gaming
Products/Services
A billion new consumers need all these products/services
Creating the biggest marketing opportunity in human history
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18. A perfect confluence
40%+ CAGR
Higher Internet penetration
16% CAGR
Rise of Asian middle class
USA Asia
Performance Marketing
Move to digital Adspend
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19. Key vertical markets
• Travel
• Gaming
• Insurance
• Data
• Fashion
• Market research
• Dating
• Financial Services
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20. Travel
We expect to sell over One Million hotel room nights in Asia this year
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21. For Affiliates
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22. 2013 Affiliate Trends:
• Hunger for learning among affiliates
• Move from Asian affiliates running American campaigns on American media to
running Asian campaigns on Asian media
• Huge inventory of mobile media – affiliates will figure out how to
monetize, including pay-per-call
• Three major domestic markets: China, India & Japan + major regional, pan-Asia
market for travel, gaming, financial services
• As more advertisers and merchants jump on board, more campaigns for affiliates to
choose from
• Hong Kong and Singapore to emerge as the leading centers for performance
marketing in the region
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23. Players need to invest in affiliates to win
• Interact events in
7 Asian cities last
year:
- Shenzhen
- Hong Kong
- New Delhi
- Bangkok
- Shanghai
- Beijing
- Singapore
• 8 more this year
• 2,000 new
Bangkok Interact - 2012 affiliates
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24. Out of Bounds Thailand in March
• Fly our Top 20
affiliates to
Phuket Thailand
• All expenses paid
• Adventure/bond
• Invest to win
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25. Summary
Asia Performance Marketing Trends:
• Expect more advertisers and more merchants to get into performance marketing, to drive both
Asia sales and drive global expansion plans
• Many new players in China – lots of drama and confusion. Leaders will emerge
• Payment terms in India could slow evolution down there
• Leaders will start to rapidly separate from followers. Winners will invest and be local
• Homegrown players will link up to major global players. M&A will start to figure into the picture
• Indonesia, Vietnam, Philippines will come into the mix adding another 100M Internet users in SE
Asia
• Large spoils will go to those who figure out mobile affiliate marketing in a specifically Asian use
context
• Travel will emerge as the #1 performance marketing vertical in Asia
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26. Asia
Where you want to be in 2013
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27. Asia
Where We Are
Unit B, 6/F, Teda Building 87 Wing Lok St Ho
sales@neverblue.com
Jeff.kwokATneverblue.com
(Director, BD-Asia)
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28. Performance Marketing in Asia
Thank You
eric.gerritsenATneverblue.com
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