Download MMA APAC 2014 Yearbook

Asia-Pacific Yearbook 2014
2200 people
24 offices
17 markets
The premier global non-profit trade
association representing all players in the
mobile marketing value chain
CREDITS
Rohit Dadwal, Managing Director, MMA Asia Pacific
Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific
Ammita M, Consultant, Strategic Projects, MMA Asia Pacific
Tam Phan Bich, Country Manager, MMA Vietnam
LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam
Amanda Guan, Membership Manager, MMA China
Maggie Qin, Marketing Manager, MMA China
Madanmohan Rao, Yearbook Editor
First published 2014
Copyright © 2014 Mobile Marketing Association
Published by
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APAC Headquarters
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MMA Asia-Pacific Yearbook, 2014
Foreword................................................................................ 4
Philae Moment!................................................................................56
Welcome Letter ..................................................................... 5
5 Mobile UX Mistakes to Avoid..........................................................60
Executive Summary............................................................... 6
Global Initiatives, Local Mandate:
Mobile Marketing Agenda.................................................................63
Part 1
Metrics and Accountability
in Mobile Marketing..........................................................................65
Mobile: The Queen of Queens...........................................................10
Reaching Africa’s Masses through
Feature Phones.................................................................................67
Mobile Marketing – Consumers and Brands........................ 9
Mobile as a mindset not just a channel.............................................12
Creating Value for Media on Mobile and its Impact............................15
Why should Mobile Marketing be the most
Strategic Imperative to Marketers?...................................................18
Big data meets mobile: How choice
engines will shape the future............................................................21
It’s a Mobile World and
APAC is Leading the Way..................................................................23
‘Mobile First’ approach: A do or die
situation for global businesses..........................................................25
The Real Challenge: Mobile Advertising and Attribution.....................27
How Location Reveals the True Potential of Mobile Marketing...........29
Dynamics of Australia’s
Growing Mobile Market.....................................................................72
No Mobile, No Marketing ..................................................................74
Unlock the Potential of Mobile Marketing..........................................76
The Landscape of Mobile in Vietnam:
Critical Insights for Approaching
M-consumers...................................................................................78
Part 3
MMA Board of Directors...................................................... 80
Part 4
MMA Membership............................................................... 84
Challenges and Opportunities of Measurements in Mobile................32
Part 2
Trends and Impacts............................................................. 34
Education: the evolutionary necessity...............................................35
From Mobile to Mobility – the third wave in mobile marketing...........37
Can Creative Ideas Maximize the Potential of
Mobile Media Buying?......................................................................40
Part 5
Award Winners: The Smarties............................................. 92
Asia-Pacific
China
India
Indonesia
Vietnam
Mobile Magic: What it takes to be a SMARTIES Winner....................101
The small screen needs big ideas.....................................................42
Not your average text message.........................................................44
Mobile’s Marketing Power across
Search and Video .............................................................................46
Mobile Marketing and Content Consumption.....................................50
Making Magic in the Moment:
How Symbiosis Drives Mobile Ecosystems........................................54
Part 6
Data Points......................................................................... 104
MMA APAC 2014 Yearbook
FOREWORD
Most brand marketers agree: Mobile is transforming
marketing and businesses like nothing else we have
seen or will likely see in our generation. In just the last
couple of years, we have witnessed how marketers
are tapping into the power of mobile at an accelerated
rate to drive real business growth and profitability all while leveraging the unique intimacy only mobile
delivers getting them closer to their consumers than
ever before.
Frankly, it feels like this moment is the most exciting
time to be in marketing. And it’s about to get even
more exciting as Mobile, and the MMA for that matter,
is just getting started.
In May 2014, we released the globally adopted new
MMA mission: to accelerate the transformation and
innovation of marketing through mobile, driving
business growth with closer and stronger consumer
engagement. Anchoring this mission are our core
pillars all focused on delivering the highest level of
value to our members:
1.
Demonstrating Measurement & Impact: Proving
the effectiveness and impact of mobile through
research providing tangible ROI measurement
and other data.
2. Cultivating Creativity & Inspiration: Guiding best
practices and driving innovation
3. Building Capability for Success: Fostering knowhow and confidence within the marketer’s organization.
Put more simply, the MMA’s primary role is help
marketers succeed in Mobile. And we are confident
and committed that we have a powerful and aligned
agenda in 2015 to accomplish this.
creatively execute against and add inspiration to
their mobile efforts.
The MMA has also developed a thorough learning
agenda aiming to provide its members and the
industry with solid insights that promote the
understanding and success of mobile marketing for
those in marketing and those who provide mobile
solutions. From mobile data to wearable technology
and from CMO interviews to the Mobile Playbook and of course this Yearbook - each is designed to
provide thought leadership for mobile marketing.
MMA’s Smarties awards seek to find and acknowledge
the most creative and effective mobile campaign in
the marketing industry today worldwide. In fact, we
had more submissions in 2014 (half of which came
from the APAC region) than even the prestigious
Cannes Lions Mobile Awards.
So I encourage you to join us at any of our 15
events next year (nearly a third in APAC), our over
75 webinars worldwide, the dozens of dinners and
educational sessions. Nearly 15,000 participants did
so this year.
In short, the MMA, as the world’s leading global
non-profit trade association with 800+ member
companies from nearly 50 countries, has never been
better positioned to lead our diversified membership
of major marketers, ad agencies, mobile technology
platforms, media companies and operators. And
we appreciate and further invite you to join the
membership and staff of the MMA on this incredibly
exciting and world changing journey!
MMA’s SMoX (Cross Marketing Optimization), our
proprietary research initiative, will provide, for the
very first time ever, real data on the effectiveness of
mobile in the marketing mix as well as scientifically
tell us the optimized level of mobile. There will be
additional insights around the value and role of the
many mobile elements, such as audio, video, native
and location. These insights will be extracted from
actual real world campaigns with Coca-Cola, AT&T,
MasterCard, Walmart, Unilever and others in the U.S.,
UK, China and Brazil.
MMA’s Mobile Inspiration Case Study Hub is currently
at 500+ curated case studies but will grow to well
over 1,000 in 2015. That’s more mobile insight from
more countries behind more marketer objectives
than available anywhere else. Our members can use
these case studies as a way to understand how to
4
Greg Stuart
CEO
Mobile Marketing Association
New York • Singapore • London • Sao Paulo
WELCOME LETTER
We are big believers in the power of mobile and its
ability to drive transformation and innovation for the
advertising industry. I know that you are too.
I hope that you enjoy this edition of the Yearbook. Do
let us know if you have any feedback so that we can
make next year’s even better.
Globally, there are more people who own a mobile
phone than those who own a toothbrush! Today,
mobile is not simply a nice-to-have or must-have.
Mobile is a must-do-well for brands and their agencies.
Happy Reading!
This is the second edition of the MMA Yearbook in AsiaPacific and we hope that you find it to be a valuable
and comprehensive resource on all issues related
to mobile marketing. This year’s edition includes
essays by brand marketers, agency leaders, data
and research providers, and social media companies
on emerging mobile technologies, industry trends,
and creating shared value for customers and brands
through mobile.
I’d like to thank all those who’ve contributed their
expertise and have been instrumental in helping
us put this together. Your participation is a critical
factor in the success of all MMA’s activities from this
Yearbook to our annual Forums.
In the year to come, my hope is that as an industry
we’ll be able to take advantage of the momentum
we’ve created through our events and awards series,
partner events, learning initiatives, mobile intelligence
studies. Let’s continue pushing for better creative, a
stronger understanding of the mobile medium, and
for advertisers and agencies to put mobile at the
heart of their campaigns.
Rohit Dadwal
Managing Director, Mobile Marketing Association
APAC
5
MMA APAC 2014 Yearbook
EXECUTIVE SUMMARY
by Madanmohan Rao
With over 25 authoritative and insightful chapters on
mobile marketing, the 2014 Yearbook brings a wealth
of experience and counsel from across the region.
The Yearbook also has highlights of winners from
the flagship MMA events and Smarties awards in
Singapore, India, China, Vietnam and Indonesia. The
Yearbook lists organisational members in the AsiaPacific and profiles the Board of Directors who can
help you scale mobile marketing in your individual
markets and grow the whole industry. The material in
this chapter digs beneath the data points in Part VI of
this Yearbook and throws light on mobile consumers,
brands, trends, impacts, devices, tools and marketing
agendas.
Part I: Mobile Marketing – Consumers and Brands
While content may be “king” in the digital world,
mobile is the “Queen of Queens” – content is
successful only if it gets to the right people at the
right time. In other words, context is a key driver for
digital strategy, eg. geo-targeting. Location-centric
marketing is much more than just mining cookies or
footfalls in a mall, it includes psychographic elements
as well. Proper contextulisation of content helps
marketing deliver a powerful brand experience. “2015
is likely to see a perfect storm of great targeting,
increased scale in inventory, better data and even
more impressive creative formats,” according to
Cheuk Chiang, APAC CEO, Omnicom Media Group.
It is important to understand mobile as a mindset
and not just a channel, argues Dick Van Motman,
Chairman & CEO, Dentsu Aegis Network, South
East Asia. Consumers now spend most of their
media day on mobiles. Advertisers need to leave
their comfort zone, and develop a hunger to learn.
After all, mobile gives power back to the consumer.
Marketers need to invest in the creative process, and
not just stick to earlier strategies. The industry needs
more ‘champions of mobile’ such as Mondelēz’ Oreo.
Mobile marketing should be an embedded activity
and not in a separate silo.
Mobile inventory should no longer be undifferentiated,
and mobile media should have passionate advocates.
But this cross-agency multi-functional initiative
is hard work and requires extensive resources to
understand and leverage mobile, urges Bharad
Ramesh, Founder, eMVC. TV ratings businesses and
outdoor hoardings are just two of the many industries
being disrupted by mobile, and call for cooperation
across the board, including mobile operators and
social media giants. Trends to watch in this space,
in markets like China, include mobile money, O2O
(online to offline) synergy and geo-proximity.
6
Mobile effectively drives the ‘consumer surplus’ of
the wired ecosystem in terms of additional value
received. Mobiles are at the junction of data flow,
content and consumption. Consumer interactions
require marketers to not just launch and leave an
idea, but learn and resonate these ideas. Mobile will
be the key gateway to bring an additional two billion
consumers into this connected world. “The value
created by a mobile centric strategy is beyond just
marketing, it is just going to be central to the way we
run our business,” argues Gowthaman Ragothaman,
COO, Mindshare World.
One challenge in the digital world of plenty is that
too many choices can lead to decision paralysis,
postponed decisions and less satisfaction. To be
successful, mobiles should be able to deliver to users
a customized set of choices based on behavioural
context. “Simplifying the world’s choices on
the mobile is the next big consumer marketing
challenge,” explains Suresh Shankar, Founder, Crayon
Data. Success lies in finding ways to reduce big data
to relevant data.
Mobile engagement is deepening in the Asia-Pacific,
as well as use of social media such as Facebook
for online and offline networking. Multi-screening
behaviours and video consumption are mushrooming,
according to Dan Neary, Vice President, APAC,
Facebook. The Internet.org initiative aims to bridge
the digital access gap, and mobile will be a key
marketing tool for the next billion digital consumers.
Rich media on smartphones can be effective in
boosting ad engagement substantially. “Native
advertising has raised the bar for personalised
mobile advertising by maximising engagement and
minimising intrusiveness,” argues Vikas Gulati, Vice
President, Southeast Asia, Vserv. Mobile is powering
the ‘sharing economy’ and opens up new avenues for
product innovation and supply chain management,
not just advertising and marketing. Mobile marketing
has been slowly transforming and evolving into datadriven marketing.
The growth of mobile marketing is being held back
because of the difficulties in measuring its impact,
or ‘attribution analysis.’ One reason is mobile web
browsers generally do not support cookies. Newer
models raise challenges of scale, granularity and
privacy. Mobile marketing calls for “more sensitive
measurement efforts and richer analytical thinking,”
urges Leo Scullin, head of Global Industry Initiatives
for the Mobile Marketing Association. Components
such as in-app purchases and mobile optimised
video open up new frontiers in Smart Mobile Cross
Marketing Effectiveness (SMoX.ME).
As the umbrella of the ‘digital’ ecosystem continues
to spread, the range of active devices includes
smartphones, tablets, phablets and Internet of
Things (IoT). Measuring mobile impacts in the long
term calls for a range of tools including user panels
and census tags. These multiple data sources vary
in levels of accuracy and sophistication in different
markets. For example, marketers need to understand
the relationships between smartphone and tablet
audiences on browsing and apps in varying income
groups. This calls for trusted independent data
sources and rigorous methodology, says Joe Nguyen,
Senior Vice President, Asia Pacific, comScore.
It is through location that mobile can deliver the most
personalized and relevant advertising to influence
where consumers are going, thus connecting the dots
between online and offline sales. In China, one-third of
marketers reported that they are using geo-location
“always” or “frequently” in mobile marketing. MMA’s
Location Terminology guide is a useful educational
tool in this regard, to help marketers understand new
ways of customer profiling and behaviour modelling.
“With location, marketers have finally found the
Holy Grail in advertising and the tools to achieve it,”
argues Yang Cao, General Manager, APAC, xAd.
Keeping up with the vast range of trends and impacts
in the world of mobile media calls for a strong
commitment to learning through formal interactions,
events and online education. However, marketers do
not seem to be great at investing time in learning.
“Marketers have an opportunity to connect, engage
and influence consumers in a more personal way
than ever before,” argues Paul Berney, Managing
Partner EMEA and Co-Founder of mCordis. MMA has
now created an accredited qualification in mobile
marketing that can be recognised by educational
institutions and employers alike.
Smartphones and even feature phones continue to
offer smarter ways of audience engagement. The
Third Wave has also emerged via the Internet of Things
in the form of ‘wearables’ and ‘nearables,’ observes
Ashutosh Shrivastava, CEO, MindShare Asia-Pacific.
A spectrum of attractive – and sometimes confusing
– options is opening up for marketers via mobile,
in scenarios ranging from media consumption to
e-commerce. Industry standards and benchmarks
will help pave the way for more learning, in addition
to case studies documented by MMA.
Advertising campaigns are built around three
essential pillars: Audience, Content and Experience,
and mobile is transforming these pillars. Investing in
creative ideas can lead to a marked increase in ad
performance in mobile as well. A campaign can get
44% more engagement by increasing their creative
spends on mobile, argues Rahul Pandey, CEO,
Bonzai. There is a need to tap into the potential of
mobile and test its limits via new kinds of UX for geolocation data and social sharing. Mobile is a medium
of creative brand expression in its own right.
Mobile offers a constant stream of opportunities for
innovative marketing. However, mobile marketing
should have a big idea behind it, not just a gimmick
or a generic app. “Using mobile in more imaginative
ways can lead to work that is both innovative and
useful,” argues marketing consultant Graham Kelly,
citing examples from Sky, Tokyo Aquarium and
Mercedes. Features like Augmented Reality have
been around for years but are still used quite badly.
It is therefore important to keep the emphasis on
marketing concepts that are simple, intelligent and
insightful.
Mobile is evolving not just in terms of device factors,
but content and communication. Messaging apps
combine the visual quality of social media with the
immediacy of SMS, making it the closest tech has
come to mimicking real human interactions, explains
Krishnan Menon, Chief Client Officer, Asia Pacific at
Wunderman Network. Messaging apps demand a
re-thinking of digital and social strategy to get the
most of out of them. That requires understanding
the dynamics of messaging apps and getting the
relationship right. Each new media shift can bring
brands closer to effective consumer conversations.
Search and video marketing play to the unique
strengths of the smartphone. They have important
contextual clues about local intent, depth of personal
connection and task orientation, according to Matt
Brocklehurst, Product Marketer, Mobile Ads, Google.
Location extensions, call extensions and app
extensions are useful marketing techniques, along
with mobile-centric creatives and sites. The key is
to engage with the hearts of customers, and not just
target their wallets.
Mobile devices and mobile usage continue to
outpace desktop with strong increases year-overyear worldwide, observes Dr. Beverly Harrison,
Senior Director – Research, Yahoo! Experiments
and insights are needed to understand this shift: for
example bursty smartphone usage suggests that
context must be preserved in apps via avoiding need
for excessive link traversal. Time-of-day usage affects
consumer receptiveness to ads as well. Models such
as ‘alarm clock’ morning news feeds can meet such
needs. Other avenues to explore include use of
iBeacons to detect and connect with nearby users.
Mobiles are perhaps the most disruptive technology
invented since the airplane, observes Sushobhan
Mukherjee, Founder, Narrative Technologies. Both
the airplane and the mobile have made the world
a smaller, more intimate place. Examples of mobile
success include Nike Plus and Kenya’s m-Pesa. Both
succeeded by truly mastering symbiosis, weaving
together consumers, cultures and innovation
respectively. As change agents, marketers and
brands must redefine the mobile ecosystem and
create magic in The Global Commons.
7
MMA APAC 2014 Yearbook
Just as the robotic Philae Lander had a bumpy landing
on Comet 67P in 2014, so also mobile marketing may
not yet have properly arrived at its destination but
will eventually do so, argues Naru Radhakrishnan,
Chief Client Officer, South East Asia, Millward Brown.
The mobile ecosystem has been on a trajectory that
is fast and fiery, and faces challenges of The Big Rift
(between consumer adoption and brand saviness),
The Big Idea (one single brand proposition), and The
Big Hole (lack of clarity with RoI).
In practical terms, brands need to develop best
practices in mobile user experience (UX). In addition
to form factors and ergonomics, designers need to
factor in the interrupt-driven nature of mobile usage.
Mobile devices generate a lot of information about
the user, and contextual data can be used intelligently
to pleasantly surprise the user. Dissecting the mobile
user experience into key components, and placing the
user’s expectations at the centre, yields a conceptual
framework for building and evaluating good mobile
experience, explains Rajat Harlalka, CEO, Bellurbis.
Market leaders must create ‘brands with purpose’
– purpose that is meaningful for people’s lives, and
bring together global and local insights. A range of
cases from Indonesia and India show how smart data
can be used for better mobile targeting, according
Adeline-Ausy Setiawan, Media Director, Unilever
Indonesia and SEAA, and Maneesheel Gautam,
Invention & Digital Leader, MindShare Indonesia. This
integration, however, calls for hard work, creativity
and cooperation. “Execution is king, Content is
queen” in the world of mobile marketing – and
marketers must “have balls for hard calls” in order
to succeed.
Earlier metrics such as Marketing Performance
Measurement (MPM), Advertising Performance
Measurement (APM), Click Through Rate (CTR) and
Conversion Rate (CVR) do not apply as easily to
the mobile world. The typical mobile ad network is
blind, and mobile media lack audience measurement
at scale, argues Anindya Datta, Founder, CEO,
Chairman, Mobilewalla. Without transparency and
effective audience measurement, mobile advertising
will have a hard time achieving levels of accountability
common in traditional media advertising, and that is
where industry cooperation will be needed.
In 2013, global smartphone sales exceeded feature
phone sales for the first time, but there is still lots
of mileage via feature phones in the emerging
economies of Asia and Africa, argues Ramya Rajan,
Marketing Manager – Brands, InMobi. Mobile has
great influence on purchasing behaviour in countries
like Kenya and Nigeria. Africa is a mature featurephone market and a “first-phone” market. A number
of mobile marketing successes have emerged in
Africa, such as the Excella’nt Competition campaign
initiated by Mobitainment for Wilmar Continental.
Other successes are m-Pesa in Kenya, Mixit in South
Africa and Afrinolly in Nigeria.
8
2014 may well have been the year of the mobile
for Australia, thanks to widespread consumer and
agency adoption, according to Jonathan White,
VP and Regional Director for InMobi Australia and
New Zealand. 56% of Australia’s mobile web users
use their phone as either their primary or exclusive
means of going online. The average consumer has
well over 30 apps on their phone. Location and
demographic targeting are the most popular. Growth
in mobile use over 2015 in Australia is likely to come
from social media, followed by general search, email
and downloading apps.
The mobile phone has an unparalleled reach in India,
around 921 million users, as well as 180+ million
active mobile Internet users. In the coming years,
the Internet in India will bypass the boundaries
of English language and will evolve to become
more visual and video content led, according to
Tushar Vyas, Managing Partner, GroupM South Asia.
Mobile first destinations are the new norm, such as
Whatsapp, Flipboard and Uber. Adaptive marketing
and advertising in the ‘stream’ will enable new kinds
of calls to action and instant engagement.
More than 20 million actively used smartphones in
Vietnam have become the bridge between proactive
brands and mobile consumers. Around 90% of the
population has a mobile, and mobile advertising
campaigns in Vietnam via networks such as AdTima,
Admicro and GFM have helped target customers
at a reasonable cost with effective measures.
Mobile marketing is becoming more popular with
applications from big global brands, and a number
of home-grown successes are emerging, despite
some complaints about irrelevant and unwanted
advertising.
Dip into this Yearbook and draw your own inferences,
takeaway points and action items! Get involved, get
excited, and get on board for driving the mobile
momentum in the Asia-Pacific and beyond!
Madanmohan Rao is the editor of the Asia-Pacific
Internet Handbook. He has published over 15
books spanning five series, covering digital media,
innovation, knowledge management and culture.
He is research director at YourStory Media, and has
spoken at conferences in over 80 countries around
the world. He was the editor of the MMA Yearbook
2013, and can be followed on Twitter at @MadanRao
PART 1
MOBILE MARKETING
– CONSUMERS AND
BRANDS
MMA
APAC
2014 Yearbook
MMA APAC 2014 Yearbook
THE QUEEN
OF QUEENS
by Cheuk Chiang, APAC CEO, Omnicom Media Group
I remember years ago when an old boss of mine
had one of those brick phones. Back then, mobile
phones were a luxury and the Motorola 8000M Thick
Brick Cell Phone as it was known, was leading edge
technology that allowed you to do one thing – make
phone calls from anywhere!
How technology has evolved. Today, mobiles (as
we now call them) allow us to watch videos, play
games, surf the net, text, listen to music, photograph,
socialise, recognise, exercise, bank, book, buy, add,
make movies, plan, check the weather, power up,
mail, locate and find, trade, take notes, - and make
phone calls!
Mobile has forever changed the way we communicate
and share information and we now feel the need to
be connected almost anywhere and everywhere.
Futurists like Ray Kurzweil often talk about how
technology is conforming to us. They speak about
the culmination of singularity or the technological
creation of smarter-than-human intelligence. They
say that it is something that is coming in the not so
distant future.
When you consider that smartphones are almost
becoming an extension of ourselves, rarely leaving
our sides (just check your pocket), you have to
believe there is some truth here.
The rise and rise of mobile has primarily been driven
by our insatiable appetite for content.
The person who coined the term “content is king”
was onto something but failed to point out that whilst
content is king, context is the queen that wears the
boots. We are indeed drowning in a sea of content
be it native advertising, or sponsored and promoted
content. Whilst it is correct to say that the quality
of content needs to be improved to be noticed, the
other more important point is that no matter how
good the content is, if it is not discovered, then it is a
wasted effort. The most expensive, most creative and
most entertaining content is truly worthless unless
the intended audience is finding and sharing it.
10
So getting the right content in front of the right
people is critical for content to succeed.
And so this is where Mobile is the Queen of Queens.
In the realm of mobile advertising, context is
everything. Who is seeing the ad? Where is it showing
up? And what exactly are customers doing when they
see it? Mobile allows marketers to more effectively
deliver a content marketing strategy because it is
better targeted and more engaging.
Of the available tools mobile advertisers are using to
target the ideal customer, one of the most popular
remains Geo-Targeting - the broad term applied
to any and all strategies that use location data to
determine who is and is not a part of that perfect
audience.
Mobile and location have been inextricably linked
because of the unique GPS capability of smartphones,
cell tower triangulation and even Wi-Fi and Beacon
technology.
Yet, when we examine how marketers are using
the potential of location, we often see that their
perception of location targeting is fairly superficial
and can be a little bit blinkered. Marketers most
commonly use mobile merely as a means to direct
footfall to a predetermined location – primarily
retail space, or for an event. However, this is merely
skimming the surface of the power of location.
Historically the quantity and quality of location
data has been rather poor. Very often, longitude
and latitude data available in-market were either
inaccurate or did not exist. Usable location data is
now available and extremely granular, allowing us to
think about our targeting in new and exciting ways.
Until now, we have targeted consumers based on
contextual relevance, investigating how sites and
apps index against certain demographics or by
the user’s mobile browsing history. If an advertiser
wants to reach a football audience, we buy ads in
football related apps. Equally, if we want to reach a
technology savvy audience, we target specific tech
sites. But what if we want to reach parents? The scope
of potential sites and apps is much broader and will
inevitably lead to wastage. This is where location is a
thrilling additional data layer, which adds even more
relevance to our communications.
Using the same examples above, if we want to reach
a dedicated football fan, we can geo-fence football
stadiums and target fans who actually attended
matches – arguably the sort of passionate fans
advertisers would love to reach, rather than more
passive fans who read editorial content. Equally,
we can also target tech malls, seeing which ad
impressions have come from these malls, tagging the
devices and later retargeting them.
Reaching parents is a more interesting example
because we can add multiple geo-location data
points. If somebody has been to a school in the
morning and again at 3-4pm, they are likely to
have dropped their kids off at school. If they have
also been to leisure centres, playgrounds and family
destinations such as Legoland, then they are almost
certainly a parent.
Through setting up and monitoring the traffic in predetermined locations such as schools, malls, and
CBD areas, as well as using additional data points
including browsing history, we are better able to
identify differing audience segments more accurately
and precisely.
Context is no longer determined through browsing
history, it is also derived from geographic behaviours
and patterns.
The more data points we have, the clearer the picture
of the target audience becomes. We can better
differentiate within broad audience segments e.g.
males of age 25-35, based on their location patterns
– avid international travelers, parents, golfers, hawker
food customers, people who live in upmarket condos,
and so on. This enables more precise targeting that,
if done well, would provide the target audience with
relevance and not annoyance.
Our ultimate goal is to serve the right brand
experience, to the right person, at the right time.
Location helps us determine with far greater accuracy
who our audience is, which in turn makes brand
experiences more relevant and more engaging.
At Omnicom Media Group, we are constantly trying
to push the boundaries of mobile advertising.
Despite being in a region with relatively poor data
capabilities, we have found fresh ways to integrate
with data providers to enhance our targeting
capabilities. Our planning teams are working with all
our clients to determine the role for mobile in their
communications strategy and where this incredibly
powerful medium can exert the most influence.
2015 is likely to see a perfect storm of great targeting,
increased scale in inventory, better data and even
more impressive creative formats.
Once advertisers embrace mobile-first content with
more enthusiasm, location data can dynamically
alter our advertising messages, such as highlighting
specific stores local to one’s real-time location. We
anticipate that the mobile media landscape will shift
towards an increasingly sophisticated one, with more
confident clients eager to capitalise on the potential
of mobile. The new industry benchmark will be
mobile campaigns that go beyond just a snazzy rich
media ad unit, but one that utilises clever audience
targeting, coupled with interactive creative formats
that will dynamically adapt depending on who and
where the consumer is.
If you had of told me years ago that my boss’s
mobile would someday become the most powerful
and pervasive communication vehicle on the planet,
I would have probably would have thrown a brick
at you (well, maybe not his). Nobody knows what
is in-store as mobile only continues to evolve and
positivity affects our lives.
Long live the Queen (of Queens)!
Cheuk Chiang is CEO, Omnicom Media Group,
APAC. He has 22 years of experience in media and
agency management roles. Cheuk led PHD Asia
Pacific for five years as its CEO. In 2002 he was
conferred Media Magazine’s Suit of the Year award,
and Agency Innovator of The Year by Internationalist
Magazine in 2012. Cheuk has served as judge at the
Cannes Lions International Festival.
Geo-targeting, therefore makes the mobile space
very exciting and unleashes its true potential.
Agencies have been talking up the potential of mobile
for a long time now and many advertisers are now
emerging out of the ‘test and learn’ stage. More often
than not, brands realise that mobile is producing
stellar results, not just on their digital campaigns but
also their multimedia campaigns.
11
MMA APAC 2014 Yearbook
MOBILE AS A MINDSET
NOT JUST A CHANNEL
Dick Van Motman, Chairman & CEO,
Dentsu Aegis Network, South East Asia
It has been about a decade since the first pundits
began calling it ‘the year of mobile.’ While that year
has come and gone, marketers for some reason still
have not caught up with mobile. We are still talking
about how we can integrate mobile with mainstream
media. It is backwards thinking. How can you not
consider something that almost everyone in the
world is using for communication, social networking,
entertainment, and information as mainstream?
Common marketing wisdom tells us one thing, and
that is to be where the consumer is. While mobile
is not glamourous and executing mobile campaigns
might seem tedious, it is where the consumer spends
most of their media day now. The advertising industry
needs to keep up with consumers and be on mobile if
we want to continue to be effective.
In Asia-Pacific, the uptake of mobile marketing has
been slow, with only a few brands leading the push
for mobile. There are still a few interlinked issues left
to be resolved in the region before the wholesale
adoption of mobile will take over. We need to develop
a greater understanding of mobile across the board
while expecting the same high standards of creativity
on mobile as we do on other media. This also means
investing time and money in measuring our success
so that we can prove the value that mobile brings to
the table.
CLARITY AND UNDERSTANDING ABOUT MOBILE
A common refrain amongst clients and agency folk
is this: “If my campaign is working and is delivering
results, I don’t need to use mobile.” To them I would
like say that it is our responsibility as marketers to
make more of an effort to understand what is taking
place now and to accept new ideas.
Since the first campaigns that ran on mobile, there
has been reluctance amongst the industry to embrace
mobile. A lack of understanding of what mobile can
do for the campaign is one of the biggest inhibitors
and we need to do a better job resolving this issue.
We need to stop being afraid to leave our comfort
zone, and develop a hunger to learn. Most of all,
agencies must first equip themselves with a strong
understanding of mobile’s role in the marketing mix
before transferring that knowledge to brands and
their clients.
12
The only form of media that moves, mobile gives
power back to the consumer. This means that
consumers are their own brand authority and have
the power to pick and choose not only which brands
to engage with, but also when and where to do so.
In addition, mobile is accessible, following people
wherever they go; personal, used as an extension of
the individual; and connected, reaching people 24/7.
These unique characteristics bring opportunities that
have not been available to the advertising industry
before. The possibilities should excite marketers and
drive us to do better work for our clients.
DRIVING THE NEED FOR CREATIVITY
Closely linked to the issue of clarity is the seeming lack
of ‘ground-breaking’ creative in mobile campaigns.
There is still a distinct disparity between the level of
creative and the potential offered by the medium.
Asia’s conservative, wait-and-watch attitude is
a barrier here. The unwillingness to invest in the
creative process, and opting instead for strategies
that have worked in the past, inhibits creativity.
The diversity of the market itself is also another
factor. Needless to say, the region is a fragmented
market, issues such as cultural preference, types
of phones (including their OS preferences),
language, infrastructure, population size and even
communications patterns make the drive to higher
levels of creativity a daunting task. Not only does
the creative need to adhere to the medium, a whole
myriad of other factors come in to impede our task.
To overcome this scarcity of creative efforts, we need
to be braver as an industry. ‘Champions of mobile’
such as Mondelēz’ Oreo are helping lead the region in
the push for stronger creative efforts. They recently
created playful emoticons that incooperated pictures
of parent and child together on WeChat, a great
example of increasing consumer engagement using
mobile’s in-built features.
MEASURING SUCCESS IN MOBILE
Measurement and attribution has always been an
issue in the ad world, and mobile brings this to the
forefront once again. Until recently, though there was
an abundance of data, there wasn’t enough expertise
in the industry to make sense of it.
In digital, people understand cookies, but mobile is
not a cookie-based environment. Due to a lack of
uniform measurement tools, level of conversion for
mobile compared to some of the more developed
web conversion models is perceived to be lower.
Thankfully, the situation is a little better now. The
emergence of analytics firms for the mobile space,
such as e-Marketer and Flurry, means that the wealth
of big data can now be meaningful for to advertisers.
But we must not stop now. We must continue to
invest in developing sound measurement metrics so
that we can link results back to specific campaigns.
EMBEDDED, NOT SILO-ED MOBILE
Across the industry, agencies are still putting mobile
in a silo. A specific division or group is usually in
charge of the entire agency’s mobile-related work.
This practice has repercussions across the board and
will have to change before the market can become
more open to mobile. Mobile should be embedded
within the entire digital process, if not the entire
agency.
Mobile has evolved to become such a powerful
medium that it penetrates almost all demographics
and psychographics and is able to reach out to an allencompassing audience. It’s no longer a niche medium
and neither should the marketers who specialize in it.
THE DAN APPROACH
At Dentsu Aegis Network, we are resolutely clientcentric in our approach to delivery. We believe in a
single P&L model that works well to ensure best-inclass solutions are created for our clients. Ultimately
our clients do not care where in the network these
solutions come from, just that they are delivered
well, delivered fast and delivered smartly. To this end,
we are about solving problems for brands, and we
increasingly see that mobile is earning its place at the
heart of the solution. Fundamentally, we believe that
mobile capability should be a hygiene element of the
communications process, that it should pervade the
network and integrate with all the other channels
in the communications mix. This approach seeks
to de-silo mobile from a purely specialist discipline
positioning and move delivery and understanding of
mobile channels across the network.
Training is an important part of the DAN approach
and mobile is an integral component. We have a clear
understanding of the strengths of mobile, the diverse
ways in which consumers interact with their mobile
devices, and the difference this has made in the pathto-purchase. It is a core part of our digital strategies.
We strongly believe that there is great potential in
mobile beyond traditional banner ads and focus our
creative efforts towards pushing the boundaries
to create campaigns that add value to the lives of
consumers.
A campaign that best demonstrates this belief is
MERRIES Babysitter, a mobile-led campaign we
ran for MERRIES Baby Diapers in Thailand. With
many infant diaper brands to choose from, it is not
uncommon for parents to switch brands depending
on price. To create brand awareness, we created a
mobile app that recreated the sound that a baby hears
in the mother’s womb. With a frequency between
6,000 and 8,000 Mhz, it is proven to comfort babies.
Parents could download the sounds by scanning the
QR code on packs of MERRIES they purchased. We
also created new Babysitter sounds and released
them every month as babies would grow immune to
the same sound after hearing it repeatedly.
The campaign increased parents’ awareness of the
MERRIES brand by 35 percent. Without compromising
on price, the campaign helped the brand helped
encourage repeat purchase, resulting in a 25 percent
growth in sales.
Ultimately I believe that the APAC region is moving
in the right direction when it comes to mobile.
There needs to be a little more push in increasing
clarity about the medium, and bravery in execution
of creative campaigns. As the region continues to
mature on this front, I am almost certain we will
see the creative mobile campaigns become more
common.
Dick Van Motman is Chairman & CEO of Dentsu Aegis
Network/Southeast Asia. He has worked across Asia
for over 20 years, and currently heads up both the
former Dentsu and Aegis assets, comprising out of
35 operations, and more than 1,700 people across
brands like Carat, Isobar, Posterscope, Vezeum,
Dentsu and iProspect. He was earlier with Ogilvy and
Mather, D’Arcy, Leo Burnett and DDB Worldwide.
MMA APAC 2014 Yearbook
14
CREATING Value FOR
MEDIA ON MOBILE
AND
ITS
IMPACT
Bharad Ramesh, Founder, eMVC
There is more value in generating
transformative insights on consumer
behaviour and last mile conversions
than in selling undifferentiated
media space.
Mobile media owners are befuddled. Mobile traffic is
increasing much more sharply than desktop traffic.
And yet, the media budgets are not moving faster
into mobile.
But, marketers and agencies are already spending
on mobile. Google Search and Youtube video ads
now scale across devices with no extra effort.
Without having to do anything deliberate, mobile’s
contribution to the media plan’s total impression
share keeps growing. So why direct additional
investment into mobile?
So long as mobile is within the subset of digital
spends, the impact will not be transformative.
Particularly since mobile inventory is undifferentiated,
cheap, and has no clear media advocate. Search was
championed by Google, Social by Facebook, Display
by Yahoo… Now, which media owner of similar stature
is championing mobile? Everybody and nobody.
the time they spend with the brand. It also requires
media owners to tie in desktop and mobile web
usage with offline user behaviour.
How many mobile media owners have the intellectual
bandwidth, the technology, or the resources to work
with advertisers and their agencies to map this out?
Who would these media owners be?
How many media agencies and marketers have indepth knowledge of consumer’s mobile behaviour to
maximize the opportunity?
In the near-term, the biggest impact that mobile
media owners can have on marketers and the media
agencies is by going beyond selling space and
engagement. Their true value lies in the knowledge
they have of users mobile behaviour – where do users
go, what do they consume, what is the mobile ‘prime
time’ and so on. Mobile media owners can transform
the way media agencies go about making their media
investment choices by providing them with insights
and intelligence about consumer behaviour.
Here are a few examples that I have come across of
how transformative such information can be:
Mobile is transformative in ways that marketers,
who have barely figured out digital, are struggling
to map. Mobile is increasingly becoming a content
consumption and need fulfilment device. But not
everybody is thinking of designing for Mobile when
they design for Digital. This is a significant problem in
this region where mobile drives internet traffic.
- The Out-of-Home media business will be
significantly disrupted once we start evaluating
actual data on traffic patterns based on mobile
phone data, and plan accordingly. Are certain sites
worth what is being charged? Are there cheaper
sites we can use to reach the same consumer? Can
we start using traditional media measurement and
cost metrics like R&F and CPMs? Can we help retail
business with analysis on their traffic patterns? Will
this lead to more media investment and smarter use
of mobile by the advertisers? The answer to all of the
above is ‘Yes.’
The best use of mobile is when it becomes an
integral part of the marketing effort, and lends itself
to addressing brand challenges during the consumer
path-to-purchase and post purchase journey. This
requires a cross-agency multi-functional marketingled initiative i.e. hard work. It requires marketers and
their agencies to think through the consumer journey
and design experiences that reward consumers for
- The entire Screen-Neutral Planning process can be
more impactful when mobile media owners can bring
in insights on video consumption on mobile devices
– such as what content gets consumed, during
what times of the day. It would be really useful to
fuse actual mobile video consumption data into the
optimizers to plan video. We can track cross-screen
activity during TV broadcasts and get a sense of how
Where is the value being created for brands today in
this region?
15
MMA APAC 2014 Yearbook
engaged users are with the content. We can also see
if there has been any mobile search or chatter after a
particular ad went on-air.
consumers, and nimble marketers fighting for share,
mean what happens in China today will be replicated
in the U.S. or the rest of Asia later.
- The TV ratings business can be easily transformed
with audio-recognition technology like Shazam. Apps
like that also allow measurement of digital screens
and ambient radio.
There are three emerging trends in mobile that I see
as being widely adopted in the next 18 months.
- TVCs can be copy-tested almost in real-time by
streaming it to a panel of pre-selected subscribers
who get rewarded with air-time or data packs for
their time.
And finally, my favourite: the use of mobile to close
the last mile in-store when the consumer is actually
making a decision. Whether it is for couponing,
checking nutritional information, comparing prices,
reading reviews, getting more information, validating
the brand with a friend, or celebrating the postpurchase moment - mobile is an ever-present but
under-rated utility that can tip the user into the
brand.
These are small steps, no doubt. But the intent behind
them is key. Mobile media owners will no longer just
sell space. In their own way, across many fronts,
they are enabling marketers and media agencies to
transform current ways of doing business. It elevates
mobile media owners from yet another inventory
or supply reseller in a transactional relationship to
strategic advisors who can guide marketers.
One only needs to review the winning entries in the
2014 Mobile Marketing Association (MMA) awards to
get a sense of how brands across product categories,
consumer segments, and countries have used mobile
incredibly well across the consumer’s path-topurchase journey. Examples range from Nike in Hong
Kong connecting to real fans for pre-ordering hot
sneakers, to Unilever’s Kan Kajura Tehsan which use
mobile transform people’s lives and grow brands.
A key player in this transformation will be the telcos.
They have unmatched ability to marry subscriber
data with user behaviour across devices and
screens. However, given the relative insignificance of
advertising to their overall bottom-line, it remains to
be seen as to how many of them are willing to put
in the time and effort. Maybe the way forward for
them to maximize the opportunity is outsource this
to nimbler, specialist partners who have the mindset
and the relationships.
As for the media agencies, perhaps it is time to retrain
the research and insights wonks sitting near the
printer to work with real-time data from the mobile
media specialists, and directly impact the plans that
marketers sign-off on.
If I had to bet on a country that can teach us how
this space will evolve, I would pick China. The sheer
pace of change, led by large yet agile internet giants
(Alibaba, WeChat), the gadget-happy Chinese
16
1.
Mobile Money: Apple Pay is the tipping point
for payments via mobile devices becoming
widely adopted. Retailers are already using mobile-based loyalty coupons, and getting transactions paid with mobile is the next logical step.
Payment or money transfers through mobile
phones is already an established practice in
countries as varied as Kenya and Pakistan. BPCE,
a French bank, just launched a service for users
to pay via Twitter. Change is coming.
2. O2O: Increasing use of O2O (Online 2 Offline or
vice-versa) that allows users to engage further
with the brand in exchange for say, airtime or
data, or leads to a purchase. The technology has
existed for some time, but services like WeChat
now make it very easy for users to embark on the
O2O journey.
3. Local retailers and geo-proximity: Local retail
businesses have not tapped into the power of
mobile. They are on Facebook and possibly on
Google Maps, but the ability to attract consumers when they are in the mood to buy, and get
more than their fair share of foot-traffic is a blind
spot. Perhaps they are not aware of the possibilities, or do not know how to go about doing this.
A clear opportunity for local media companies to
grow their share of the local advertising pie.
For marketers who have not yet embarked on the
mobile journey, here are five simple activities that
can get you started.
1. Rethink Mobile
From a marketing perspective, mobile is not a
screen or another media channel. Its function and
role needs to be integrated into the marketing mix
– all the way from consumer insights to delivering
brand experiences, closing the sale and the post-sale
advocacy.
2. Steal with Pride
Yes, everybody wants a MMA award for their mobile
work, but that quest may mean that nothing gets
done. Instead, simply adapt interesting and relevant
mobile executions already done by others (either
within your organization or by another brand), tweak
it, and get the ball rolling. It could be as simple as
getting real-time insights on a newly launched TVC.
3. Demand more from your agency partners
Marketers have multiple agencies, with specialists
who are very good at what they do. Ask them to
help you out. Develop a mobile agenda with different
agencies contributing. Look for agencies that have
demonstrated a body of work on mobile across
various clients and countries. That shows a far better
understanding of mobile than doing award winning
work on one specific client. Ask and you shall get.
4. Engage directly with media owners (Facebook,
Google, InMobi, local telcos)
Mobile is new territory and changes rapidly. The fastest
way to build organization capability and knowledge
is to tap into the media owners and local telcos. New
ideas, capability building, and insights on consumers the media owners have the resources, knowledge and
experience in helping marketers use the medium to
its best. One should not just restrict oneselves to the
‘digital or mobile’ media owners. It is always good to
have a chat with the leading newspaper or TV station
in your market, and understand how they view mobile
and how they are adapting to mobile. You may just
come away pleasantly surprised.
Don’t hire a mobile specialist - hire a digital
strategist first
Mobile should always be viewed as part of an
organization’s digital transformation initiative rather
than a stand-alone project or media. It is important
to first have a resource who has a holistic perspective
on digital, rather than a sub-specialist (social or
mobile). This resource can also help manage the
agencies better. One can always tap into a mobile
expert as and when the need arises.
Bharad Ramesh is founder and chief analyst at
Singapore-based eMVC, a media advisory firm that
works with marketers and media owners to realize
value from media investments. He was previously
head of trading and partnerships at VivaKi, South
East Asia.
17
MMA APAC 2014 Yearbook
WHY SHOULD Mobile Marketing BE THE MOST
STRATEGIC IMPERATIVE
TO MARKETERS?
by Gowthaman Ragothaman, Mindshare World
There are four important perspectives that I would
like to bring to bear for marketers to help get a
sense of the rising importance of mobile marketing
becoming extremely strategic in the future.
First is the concept of Consumer Surplus - from a recent
report from McKinsey to understand the value created
by the mobile ecosystem with the various interactions
consumers have between themselves. Second is the
Tip of the Iceberg estimation of what infrastructure
and quality content can bring to the party. Third is
The Confluence of Pipe, Data and Content as the new
communication ecosystem. Fourth is the emerging
importance of Content Marketing in the new digital
age of marketing communications. The objective of
this article is to help marketers connect these four dots
to understand the importance of mobile marketing.
A. MOBILE WILL CONTINUE TO DRIVE THE ENTIRE NETT
CONSUMER SURPLUS IN THE WIRED ECOSYSTEM:
Consumer surplus is broadly defined as the
difference between an item’s “total value” or “total
value received” to consumers and the actual price
that they pay for it. In other words, if consumers
pay less for a product than what it is worth to them,
consumer surplus represents their “savings”. In the
connected world of internet, when consumers tweet,
exchange photos, or search for information on the
web, they have come to expect that all this will be
free! This panoply of services by web providers is
estimated to be nearly €130 billion in the U.S. and
Europe (using survey data and statistical estimation)
as to how much consumers would be willing to pay
for each of a range of services and then aggregated
them, when McKinsey took the measure of these
consumer benefits! A 2013 update suggests that the
consumer surplus has nearly doubled, to €250 billion
and three-fourths of the incremental surplus results
from the explosion in consumer use of the wireless
web through smartphones and tablets—propelled
by the migration of web services, communications
channels, social media and entertainment to these
wireless devices.
While web services are free to consumers, many
companies providing them generate income from
their extensive platforms and user networks, through
advertising or access charges for valuable information
about consumers and their preferences. Marginal
18
utility is the increase in satisfaction a consumer gets
from consuming one additional unit of a good or
service. In very general terms, the marginal utility of
goods and services is subject to diminishing returns
- in other words, each additional unit purchased
provides less and less benefit to the consumer.
Eventually, the marginal utility of the good or service
diminishes to the point that it is not “worth it” for the
consumer to purchase an additional unit. If we identify
these two activities as a cost to users and set a price
they think they would pay to avoid disruption of
their web experiences or to limit the risks associated
with sharing personal information, since 2010, as per
McKinsey, these costs have risen to €80 billion, from
€30 billion, reflecting growing consumer sensitivity
to web clutter and privacy issues.
Even after we remove the cost of marginal utility
from the overall consumer surplus, we are witnessing
an overwhelming €170 billion nett positive value
created by the connected world of internet across all
screens. Interestingly, in a sign of maturing usage, the
nett surplus for the wired web has remained close
to flat since 2010, as a large increase in privacy and
clutter risk balances the increased surplus. Mobile
usage drives almost the entire increase in the overall
nett consumer surplus across all the screens.
B. AND WE ARE STILL AT THE TIP OF THE ICEBERG
AS A LARGE SHARE OF POPULATION IS STILL OFFLINE!
Despite the increasing utility of the Internet in
providing access to information, opportunities and
resources to improve quality of life, there remain
large segments of the offline population that
lack a compelling reason to go online. Barriers in
this category include a lack of awareness of the
Internet or use cases that create value for the offline
user, a lack of relevant (that is, local or localized)
content and services, and a lack of cultural or social
acceptance. The root causes of these consumer
barriers include the high costs that content and
service providers face in developing and localizing
relevant content and services and their associated
business model constraints, low awareness or
interest from brands and advertisers in reaching
certain audiences, a lack of trusted logistics and
payment systems (thereby limiting Internet use
cases such as e-commerce and online banking), low
ease of doing business in specific regions (thereby
impeding development of local or localized content
and services), and limited Internet freedom and
information security. While low incomes and
affordability is also an additional barrier this barrier
is predominantly rural at the moment affected by
adjacent infrastructure support such as roads and
electricity. And even if we, for a moment, ignore the
presence or lack of digital and language literacy
sourced back to the under-resourced education
system in these markets, infrastructure turns out
to be the next biggest barrier for mobile internet
coverage - including limited access to international
bandwidth and limited spectrum availability. An
estimated two billion additional population can
come on board if these content and infrastructure
issues are addressed and one can imagine the
incremental consumer surplus which the mobile
ecosystem can create worldwide!
C. THE NEW CONFLUENCE
And now for a moment, if we treat marketing
communication as content or a blog, the success or
failure of our audience seeing it is now dependent
on what I call the confluence of Pipe, Content and
the Consumer. All these three streams have one thing
in common – the data that they carry with them.
When we recently estimated the total number of
data feeds that we can tap across Paid, Owned and
Earned media – for a reasonably moderate category,
we could list down 120 data feeds. There are at least
seven different pipes through which content can flow
– and this includes both analog and digital.
I have specially kept Mobile as a separate pipe, as it is
really becoming one of the leading reach providers.
I have consciously chosen to use “Locations” instead
of “Out of Home” as increasingly Billboards are now
becoming interactive with AudioVisual capabilities
and they are now established in many walks of life
much more than the conventional outdoor sites. I
have consciously chosen to use “Occasion” instead
of Hotels, Restaurants, Cafeterias and Cinema
because, increasingly the context of communication
now transcends across these occasions.
Today, content is flowing through many pipes and
increasingly will be able to flow in all forms in each
of the pipes – for example, Mobile as a pipe already
has Text, Catalogues, Banners, Ringtones, Videos and
Movies and it is going to only get better and better.
Content is also now getting leveraged across many
forms and I have picked up the most relevant six as
an example. I have consciously avoided using the
word TVC as it is just one form of Shortform AV being
used in Cable & Satellite, but the emerging trend is
to have Shortform AV across Mobiles, Locations and
in Occasions. The point being that we need to start
looking at Content as Texts, Literature, Poster, Audio,
Shortform and Longform AV. And all these content
formats are now being leveraged across all pipes.
And in the future, this is likely to become even more
seamless.
Multi
Screen Content
Fig. 1: Multi Multi
FormatFormat
Multi Screen
Content
SCREEN/FORMAT
TEXT
LITERATURE
POSTER
AUDIO
SHORTFORM
AV
CINEMA
OCCASIONS
VIDEO
CABLE
SATELLITE
SONGS
VIDEO
INFORM
PRINT
INTERNET
MOBILE
LONGFORM
AV
BILLBOARD
LOCATIONS
ALERTS
BLOGS
RICH MEDIA
SONGS
VIDEO
CINEMA
BLOGS
RICH MEDIA
SONGS
VIDEO
CINEMA
D. CONTENT MARKETING
Building out a consumer-centric strategy leading to
brilliant, ground-breaking ideas is now dependent
on creating multi-platform content taking it all the
way through to execution. Media by itself is now
becoming creative with consumer interactions with
media channels becoming mechanisms to uniquely
express a brand’s voice or generate engagement.
Marketers should not launch and leave an idea, but
instead, based on data available, continue to optimise
content, launch and learn and then make changes to
make content more resonant.
Content is no longer one-size-fits-all either. Content
optimization works by deconstructing the layers
that make up how a viewer consumes content - and
seamlessly incorporating them into the creative
itself like time of day viewed, location, weather,
device, destination, pop culture, trends and history,
etc. There are now automated technologies that are
available to quickly alter and version the original
creative into highly personalized content. Content
is now being classified as Long Lead (produced
ahead of time as part of a broader campaign),
Planned Spontaneity (Assets created around a
known upcoming event or tentpole) and Reactive
(genuinely adaptive real-time content) and it is
being created, co-created, integrated and curated
on an ongoing basis. And all this is now possible
especially with Mobile as the main pipe through
which all forms are content are seamlessly flowing.
If Content is the King, Mobile is the Queen!
CONNECTING THE DOTS
1.
Mobile drives the nett consumer surplus value
of the connected world of internet even after
discounting the cost of marginal utility that the
consumers are willing to pay for some of the services.
2. Mobile will be the next gateway to bring an additional two billion consumers into this connected
world, when infrastructure and suitable content
are available for consumers.
3. Mobile is the only pipe through which all forms of
content seamlessly flow - Text, Literature, Poster,
Audio, Shortform AV and Longform AV.
4. Mutli-format content across multiple screens is
the future of marketing communications and in
the future marketing activities will planned, reac-
19
MMA APAC 2014 Yearbook
tive and long lead where content will be created,
curated, integrated and co-created.
So if we could connect these four themes - rising
importance of Content Marketing, Mobile as the most
important pipe in the confluence, the importance the
importance of Mobile to add two billion consumers
with quality content, and the Consumer Surplus
this can bring to the table - one cannot ignore the
importance of having mobile marketing as a central
and the strategic decision. The value created by a
mobile centric strategy is beyond just marketing,
it is just going to be central to the way we run our
business, not in the near future, but here and now.
Gowthaman Ragothaman is COO of Mindshare AsiaPacific. He has 22 years of experience in the industry
across FMCG, Airlines, Finance, Telecommunications,
Banking and Auto and led Mindshare South Asia to
agency of the year for 5 consecutive years. He is an
avid movie watcher and claims to be able to watch
any movie in any language.
20
Fig. 2: Content Strategy
Big data MEETS MOBILE:
HOW CHOICE ENGINES WILL
SHAPE THE FUTURE
Suresh Shankar, Founder, Crayon Data
THE AGE OF MORE
An average person today, processes more data in
a single day, than a person in the 1500s did in an
entire lifetime. Today, data is being generated at a
phenomenal pace. The digital footprint of society
is exploding. Each of us now leaves a trail of digital
exhaust, an infinite stream of phone records, texts,
browser histories, GPS data, social media data
and other information, that will live on forever. IDC
forecasts a 44-fold increase in data volumes by 2020.
We live in what seems to be ‘the age of more’.
According to Prof. Barry Schwartz of Swarthmore
College (author of The Paradox of Choice, see Ted
(http://www.ted.com/talks/barry_schwartz_on_the_
paradox_of_choice?language=en), more is less. More
choices can lead to decision paralysis, postponed
decisions and less satisfaction. Prof. Sheena Iyengar of
Columbia University (author of The Art of Choosing,
see Ted (http://www.ted.com/talks/sheena_iyengar_
choosing_what_to_choose#t-26293) says that with
a moderate number of options (4 to 6), people are
more likely to choose, be more confident in their
decision and happier with their choices. In other
words, less can be more.
IN THE AGE OF MORE, WE MAY SOON SEE THE
TWILIGHT OF SEARCH
15 years ago, the defining problem of the Internet
age was how do I find the information I need? This
gave birth to search engines. The problem today is
‘how do I find a choice that’s right for me? One that
is relevant and that is personalized?
This is easier said than done. Because choice is a
cognitively complex decision. In other words, it is not
just about finding different pieces of information, but
about putting them together intelligently. Something
the human mind is very good at doing in ways that a
computer cannot.
FROM SEARCH TO GUIDED CHOICE
As Profs. Schwarz and Iyengar have shown, the
challenge is to reduce or simplify choice and make
it relevant or meaningful to each individual. This is
now happening in category after category. As Fig.
1 shows, consumers are looking for easier ways to
navigate the vast amounts of information available.
THE EMERGING DOMINANCE OF MOBILE,
CHANGES THE LANDSCAPE EVEN MORE
Think about it, mobiles are increasingly defining
every aspect of our lives. Nearly five billion people
now connect to each other and the world through a
mobile device. When you look at your own life, it is
clear that you and every consumer now carries in the
pocket the entire inventory in all the world’s stores.
More and more, the battleground for consumer
choice is shifting to mobile.
Illustratively:
—— 15% of sales for companies (like Amazon, Gilt,
Qoo10) are mobile based.
—— 21% of consumers, across categories, use mobiles
for product search
—— 50% of customers use mobile phones to check
prices
—— 60% of smart phone users are buying products
using a mobile device
—— 63% of viewers are simultaneously using PCs,
tablets or smart phones to gain access to related
information while watching the TV.
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MMA APAC 2014 Yearbook
Mobile devices are clearly making dramatic changes
to the way people choose, buy and consume things.
With mobile Internet already surpassing desktop
Internet usage, the need of the hour today, is to
navigate through the noise created by these large
amounts of data, quickly and effectively.
Fig. 2: Taste Graph
MOBILE LED MARKETING IS GAINING TRACTION
The massive growth in mobile ad spends is based on
the very nature of mobile devices. GPS-based fencing
allows stores to ping their customers when they are
in the vicinity. Location and context awareness opens
up new channels of communication. It has been
proven that there is a high probability that an SMS
about say, a shoe sale in the mall you are currently
in, will actually draw customers to the store, or at the
least make you check out the details on your smart
phones.
BIG DATA MEETS MOBILE
Currently mobile targeting is usually based only
on factors like location, whereas, as we have seen,
consumer choice is a more complex decision. Choice
is sometimes based on your context (like location),
but more often, driven by your tastes, your influences
and your past behavior.
The big challenge for marketers is: take a trillion
options available today because of big data and the
internet, and reduce it a few relevant options that
display easily on a small screen.
SIMPLIFYING THE WORLD’S CHOICES ON THE MOBILE IS
THE NEXT BIG CONSUMER MARKETING CHALLENGE
Finding ways to reduce big data to relevant data is the
answer to solving the paradox of more. The answer
lies in choice engines that understand you as a person,
and take all the aspects of your life into consideration,
before presenting a set of recommendations to you.
Currently, recommendations are based only on an
increasingly narrowing sliver of transactional data an
enterprise has about a customer. What is needed is
a handle on the customer’s genuine tastes - not just
within that one category of product that she or he
might be looking for at the moment, but in a range
of other cross-category products and services - from
books to holidays to food, clothing or time of day
one prefers for shopping or favourite retailers and
locations.
22
One of the interesting approaches to solving this
challenge is to build a Taste Graph. For instance,
Crayon data has built a proprietary cross-category
taste graph that combines internal and external
data across areas like taste, influence, context and
behavior to plot the affinity of every product in the
world to every other.
This massive graph is then used to build mobile apps
like Crayon’s Maya, a personal concierge, and Pepper, a
sales choice guide to simplify and deliver choices.
Big data led mobile apps like Maya will help transform
the misery of choosing to the magic of choice.
SIMPLIFYING CHOICES ON THE MOBILE
The day is not far away when you will pull out your
mobile device and an app like Maya will tell you: ‘Hi, I
think you may want to consider having dinner at this
Japanese restaurant close by. It’s your favourite cuisine,
you haven’t eaten it in a while, and the restaurant is
highly rated by several of your friends. There’s also
an offer from your bank, and we know that the client
you are with will love it too. By the way, there is an
even better choice about 10 km further away, but it’s
raining, the traffic is bad, you’ve just landed after a
long flight and you may not want to take the trouble
to get there.’
That is the promise of big data and mobile coming
together to make choice simpler. That future is not
far away!
Suresh Shankar is founder of Crayon Data, and a
big data and analytics evangelist, entrepreneur and
innovator. His first startup was RedPill Solutions,
acquired by IBM in 2009. Crayon Data was founded
in 2012. Suresh has 30 years of experience in the
industry.
It’s a MOBILE WORLD and
APAC
IS LEADING THE WAY
by Dan Neary Vice President, APAC, Facebook
If I were starting or looking to grow an existing
business in Asia, I would do it on mobile. Here is why.
are going to see increased focus on solutions that
enable marketers to track across apps and devices.
MOBILE ENGAGEMENT IS DEEPENING
FACEBOOK’S SOLUTIONS FOR MOBILE
Whether you are in Japan, Indonesia or the Philippines,
it is very likely that you will see every person on the
street holding or using a mobile phone. People are
on mobile all day, every day. Asia-Pacific is home to
the largest mobile phone market worldwide, with
2.6 billion users in 2014 and - people will continue to
come online via mobile (eMarketer, April 2014).
In 2012 we retooled the company to focus on
developing for mobile first. Everything that we did
right from engineering to product development, we
did it first with mobile in mind. The shift has been
remarkable: today 1.35 billion use Facebook and 1.12
billion of those people access Facebook on a mobile
device. Facebook properties now account for 1 out
of every 5 minutes spent on mobile (US Comscore,
April 2014). Mobile now accounts for 66% of our total
advertising revenue.
Not only are people in Asia buying phones, they are
heavily engaged with their devices. Across Asia, time
spent on mobile devices has eclipsed TV, ranging
from 44% of media time spend in Japan to 60%
of media time spent in Thailand (Milward Brown
AdReaction, March 2014). The average person checks
their mobile device 100 times a day and they check
Facebook 14 times day (IDC “Always Connected”
report). This makes mobile a crucially important
channel for business and brands to connect with
people, especially in Asia Pacific.
Despite this clear mobile opportunity, advertisers
have not caught up. Today, mobile represents 20% of
consumer media time, but it is still only 4% of overall
ad spending (IAB US, March 2014).
MOBILE CREATES UNIQUE CHALLENGES FOR MARKETERS
Mobile is not without its challenges. When marketing
shifted to digital, marketers relied on search for intent
signals and cookies to track users. However, search
and cookies do not work across apps or multiple
mobile devices. Purchase journeys often begin
on one device and continue on another or end instore. 32% of users who interacted with a Facebook
ad on mobile converted on desktop within 28 days
(Facebook Internal Study, April 2014). In 2015, you
In addition to being where people spend their time,
Facebook is the world’s largest network of real
people. Facebook knows what individual people
and their friends like on Facebook and we have this
real identity across devices. This enables us to show
relevant ads, resulting in actual business results for
marketers.
TRENDS FOR 2015
At Facebook, we are seeing three mobile trends for
2015.
FOBO: The fear of being offline (FOBO) is real,
particularly among young people. For example, in
Indonesia 73% of young people agree they like to
be connected to the Internet wherever they are. This
fear has resulted in deepening mobile engagement,
across the board. In fact, 60% of young people in
Asia would rather give up TV than their mobile device
(“Coming of Age on Screens” by Crowd DNA, May
2014). Facebook is no exception: we have seen over
100% growth in mobile minutes per user during 2013.
Multiscreening: 81% of young people in Asia use their
23
MMA APAC 2014 Yearbook
mobile devices while watching TV (“Coming of Age
on Screens,” by Crowd DNA, May 2014). This means
TV is no longer able to provide the reach it once was,
making it crucial to reach people on their devices—
even during primetime. Of people who secondscreen while watching TV, 85% visit Facebook the
most (Millward Brown, March 2014).
Video: From 2012 to 2014, video consumption on
mobile and tablet has grown by 532% (eMarketer,
July 2014). Since June this year, there has been an
average of more than 1 billion views on Facebook
every day and 76% of people who watch video online
say Facebook is their top source for video discovery.
Facebook provides a unique creative canvas for
marketers to reach real people with video, across
all devices wherever they are. We have introduced
new video products this year and plan to continue to
build out our tools over the next 12 months.
CONNECTING THE NEXT BILLION
Currently, only 30% of the world’s population has
access to the Internet, even though 85% of the
world’s population lives in regions with cellular
coverage. Internet.org aims to bridge that gap
through the sharing of tools, resources and best
practices, and the focus on three key challenges
in developing countries: making access affordable,
24
using data more efficiently, and helping businesses
drive access. The goal is to create sustainable
mobile business growth by reducing the cost and
amount of data required for most apps and enabling
new business models, enabling the rest of the world
to come online.
We believe the connection of this next 5 billion will
be via mobile. Getting people connected will bring
vast opportunities and improvement to the lives
of people. Our goal to help build the knowledge
economy in Asia-Pacific is about helping people
create companies and jobs through the power of
information and connection. As mobile facilitates and
expedites that transformation, we will continue to
help developers create apps, enable local businesses
to find customers and allow great brands to tell their
stories.
Dan Neary is Vice President of Asia Pacific for
Facebook. Dan has over 20 years of executive
level experience in both US-based and Asia-based
roles. He was earlier Vice President of Market
Development at Skype, Vice President at eBay, and
COO of Vendio, an eCommerce software solutions
firm. Dan began his career at the Kellogg Company,
and graduated from DePaul University, USA.
‘MOBILE FIRST’ APPROACH:
A DO OR DIE
SITUATION FOR GLOBAL
BUSINESSES
by Vikas Gulati, Vice President, Southeast Asia, Vserv
Driven by the increasing affordability of smart
connected devices and improving IT infrastructure
worldwide, most consumers live on mobile today.
Worldwide smartphone users are estimated to have
reached 1.75 billion in 2014, the majority of whom are
coming from emerging countries.
As a result, companies are fast adapting and learning
to connect with consumers digitally, as opposed
to using print or television to dictate campaigns.
Advertising today is much more personal and
requires quality communications to form personal
relationships with consumers. It has to speak with the
audience, and not at the audience in order to start a
conversation.
Rich media, being of an interactive and high quality
nature, has been proven effective in boosting ad
engagement substantially. Native advertising has
raised the bar for personalised mobile advertising
by maximising engagement and minimising
intrusiveness. We are even seeing more and more
communicators use geolocation targeting to connect
to the consumer and stimulate a customized, realtime marketing reach.
REVOLUTIONISE PRODUCT INNOVATION
Whether brands like it or not, mobile has
revolutionised how we live and created a new model
of economy for society - the sharing economy,
which enables customers to be more involved and
drive the innovation process. There is no sign of this
economy slowing down anytime soon. Consumers
are progressively sharing with each other, leaving
product or service providers out of the equation. For
example, apps like GrabTaxi and Uber connect users
directly with cab drivers, bypassing cab operators.
In this sharing economy, marketing assumes a more
important role in companies to provide the best
engaging platform for consumers to talk to each
other about products and services.
On the other hand, traditionally, marketers were
tasked to sell products that were designed by the
R&D department. In the new economy, the power in
the buyer-seller relationship has shifted to consumers.
As a result, marketers have to get involved in the
innovation process and in the product development
cycle early to provide insights on consumer behaviour
and preference.
A recent survey conducted with 300 business
executives indicated that 42 per cent of the
respondents are already using mobile marketing
and another 42 percent are planning to do so. The
rising adoption is mainly driven by the benefits of
enhanced customer engagement, lead generation
and brand awareness.
SUPPLY CHAIN STRATEGY
As the use of mobile marketing widens and
technology advances, mobile marketing - which was
originally intended at generating consumer insights
that just included customer demographics to drive
sales - has now evolved to include different personas
of a particular user. Hence, businesses today have
come to rely on this data for their marketing initiatives
in order to enhance competitiveness.
From a supply chain perspective, retailers must
support this notion by making inventory positioning
more flexible and traceable, so that the inventory in
store has to be visible to the mobile shopper.
Progressive retailers are working to create a seamless
customer experience in their organizations at large
and, specifically, in their supply chains. They ensure
that their presence in the marketplace reflects one
vision whether you are in the brick-and-mortar store
or browsing with mobile apps.
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MMA APAC 2014 Yearbook
DRIVE SUCCESS IN M-COMMERCE
THE FUTURE OF MOBILE MARKETING
Mobile has provided business opportunities that were
unimaginable before, opening up more sales channels
for B2C brands. The regional online shopping market
is moving away from PCs and towards smartphones,
mirroring the wider global trend. An emerging trend
coming from Asia is the shift towards shopping
through or directly in a mobile app versus a mobile
site.
Mobile is here to stay and it will only grow closer to
consumers, especially now with wearable devices
becoming popular. It makes perfect business sense
for mobile marketing to continue tapping on this
trend and bring businesses more insights. In fact,
mobile marketing has been slowly transforming
and evolving into data-driven marketing. Marketers
will soon be able to, if not already, navigate through
the complex world of Big Data and leverage these
smart insights to fine tune best practices for
targeting and retargeting ads and map segmentation
strategies. Data-driven marketing is the future to
further boost ROI, effectiveness, efficiency and
accountability of your marketing efforts.
Fashion and beauty e-tailer Zalora introduced mobile
apps on both iOS and Android platform allowing
users to browse Zalora’s 15,000 fashion items across
500 brands. In 2013, 25 per cent of Zalora’s total sales
were made via mobile apps. Japan’s e-commerce
giant Rakuten invested close to a billion dollars in
buying Viber in order to utilize its worldwide mobile
user base.
26
Vikas Gulati, is VP, Southeast Asia for Vserv.mobi.
He has over 14 years of experience in media and
marketing across emerging markets. He was earlier
involved with set up of Asia business for Sprice – an
online travel network, now part of Travelport. He has
also held various leadership roles at ZenithOptimedia
and Carat India.
THE REAL CHALLENGE:
MOBILE ADVERTISING
AND ATTRIBUTION
Leo Scullin Global Industry Initiatives
Mobile Marketing Association
As mobile marketing matures and brand marketers
find their way in this space, the main issue that keeps
coming up is measurement. One could argue that
as strong as mobile appears to be as a channel for
marketing, its growth is being held back because
of the difficulties in measuring its impact. And in
analytics circles, this becomes an attribution analysis
issue.
To be clear, attribution analysis is the application
of statistical methodologies that assigns a relative
value to each of the marketing and media touchpoints
along a purchase pathway. This value reflects the
relative strength and impact of that marketing or
media touchpoint in driving a sale or other brand
metric.
In the context of multiple media in the mix, both
traditional and digital, the biggest challenge is how to
track and measure the mobile components, especially
mobile advertising. In the digital (desktop) realm,
where cookies have served as a passive and persistent
ID file within a users browser, advertisers have been
able to identify end users (without PII1) allowing then
to manage advertising programs with frequency
capping and re-targeting. Because of the ubiquity of
cookies, analysts have been able to operate within a socalled deterministic framework. Mobile web browsers
generally do not support cookies (due largely to Apple’s
decision to restrict the use of dthird party cookies in the
iOS Safari browser) as is the case in the desktop world.
This alone changes the dynamic between advertisers
and end users, since every time a user encounters an
ad, it is always the first time.
1 According to Wikipedia – “Personally identifiable
information (PII), as used in US privacy law and
information security, is information that can be used
on its own or with other information to identify,
contact, or locate a single person, or to identify an
individual in context.” But note, PII does not have
a universally accepted definition around the world.
What constitutes private versus public information,
conceptually and legally, continues to evolve as
technology transforms the mobile landscape.
In order to use a deterministic model for cross-device
advertising in mobile, one needs to either use PII
that is made available through login systems such as
Google, Facebook or Twitter, or stitch together data
from multiple publishers as some ad networks do.
This user-based targeting is valuable, as individuals
can be identified with a high degree of certainty
across devices and even desktops. The downside
of this is the privacy issue of tracking users with PII
across various devices – and whether it is acceptable
to users and regulators. Another downside of such
models is scale, as many of these types are closed
systems, and do not work across different browsers or
platforms. Either way, the deterministic model often
defaults to so-called “last click” attribution, meaning
that the influences of the various media are ignored
or minimized.
But the certainty of the deterministic framework is
yielding to one that is known as probabilistic modeling.
This is used in various fields where large amounts
of data need to be statistically analyzed, such as in
weather forecasting or in predicting stock or bond
market trends. In mobile advertising, similar data sets
are being created and analyzed, with sophisticated
algorithms to predict that a smartphone and a tablet
are likely to be owned by the same person. These
predictions use various data points, like device type,
OS, location and others, that allow for the predictions
to get stronger over time.
Probabilistic models do not use cookies or any PII,
and thus the data is private and secure. Users can
be anonymously paired across platforms, operating
systems and apps, thus allowing such programs to
scale effectively. But such models lack the granularity
that might provide more data touchpoints, and thus
more possible insights, into each of the component
media. This is a bigger challenge just within mobile,
because of the diverse media paths therein.
Of course, this is still based on probabilities, and thus
does not give the certainty advertisers are used to in
desktop, but as these systems learn more, advertiser
confidence and success should rise.
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MMA APAC 2014 Yearbook
IT’S ALL ABOUT MEASUREMENT
The challenge that mobile marketing brings is that it is
not one thing, like television or magazines, but it is many
things. Consider the various media paths that mobile
technologies enable – text or SMS messaging, mobile
video, display advertising, mobile apps (which can
include push notifications), mobile web sites, search
and social. Marketers who are successful in mobile
are using some or all of these media paths, and, for
them, this success has brought an enormous amount
of complexity in terms of cross channel attribution.
The Mobile Marketing Association began convening
attribution analysis forums for brands in 2013, where
various members share their overall marketing
efforts and the roles that mobile played within the
mix. We learned first-hand how a big box retailer,
an e-commerce business and a broadband cable
company each identified the key performance
indicators (KPIs) they were measuring. Of course,
each approach was both different and enlightening,
and the lessons and experiences in one vertical
did not always apply in others, but the attribution
analysis of mobile was like a big sandbox. Every
brand sees something about mobile that touches
other marketing programs, or can be activated by
and integrated with almost every other marketing
and media platform.
This is an entirely new, exciting and even profound
state of affairs in marketing and analytics. The
continuing advancement of mobile technologies
and devices calls for more innovative marketing
strategies, more sensitive measurement efforts and
richer analytical thinking. Consider the big box retailer
example, mentioned above, and all of the interacting
media elements that they have at work largely
fueled by mobile: television ad campaigns, television
sponsorships, radio ad campaigns, newspaper ads,
free standing inserts, in-store kiosks and brochures,
mobile SMS programs, desktop and mobile web sites,
mobile app, mobile display ads, mobile video content
and ad programs, desktop and mobile search efforts,
and social programs.
28
So the critical issue here is and always will be
measurement. The mobile components also
introduced: localization connecting the mobile user
to the nearest store; in-app or mobile web purchasing
with in-store pick-up; and mobile oriented and
optimized how to videos. All of these components
drove higher engagement, which could be traced to
lift in-store visits, conversions and sales, and are used
to refine and optimize the ongoing cross channel
campaigns.
THE NEXT FRONTIER – CROSS MARKETING
EFFECTIVENESS
Besides the cross-channel attribution forums the
MMA has conducted, we are also in the middle of
fielding some important industry research focused
on cross marketing effectiveness. This research is
called Smart Mobile Cross Marketing Effectiveness
(SMoX.ME), and uses experimental design and a
single source approach to measure real in-market
campaigns and then applies regression analysis to
measure the impact of each channel at the individual
level, i.e. each panelist. The MMA currently has
results for AT&T and more results will be released for
Walmart, Coca Cola and Mastercard.
The data and insights from SMoX represent true crosschannel attribution results, moving from theoretical to
practical. The goal for participating brands is to determine
the ideal role that each media (including mobile) should
play for that brand and campaign. We expect learnings
from SMoX to help transform marketers continued use
and leveraging of mobile in their marketing mix.
Leo Scullin heads Global Industry Initiatives for the
Mobile Marketing Association. He is also a Partner
in Arkose Consulting LLC, where he is involved with
digital media services. His early experience includes
a long stint as a media expert at Y&R, co-founding a
NYC jazz radio station and co-founder and publisher
of a major men’s magazine.
How LOCATION REVEALS
THE TRUE
POTENTIAL OF
MOBILE
MARKETING
Yang Cao, General Manager, APAC, xAd
Reaching the right person with the right message
at the right time has been the Holy Grail of
marketing. Location, and the insights it provides,
allows marketers to finally reach that goal. Location
provides marketers with access to real-time, realworld data that can be used to help better identify
consumers’ needs, interests, and intent. Mobile
devices provide marketers access to information
related to where a person is currently located and
where they have been. By understanding the places
people visit and the patterns therein, we can deliver
the most personalized and relevant advertising to
influence where they are going, while connecting the
dots between online and offline sales.
location accuracy and understanding is becoming
an imperative in mobile marketing. It is crucial for
marketers to understand the basis of location data
accuracy and application to realize its full potential.
Fig. 1: Digital marketing in China
THE USE OF LOCATION IN THE APAC REGION
The APAC region is a major driver of the overall shift
in mobile usage and ad spending globally. eMarketer
reports that worldwide mobile internet ad spending
will reach $40.2B in 2015, with China and Japan
combined comprise nearly a quarter of overall global
spend. China alone comprises over $6B, a growth rate
of 600% in 2014. By 2015, eMarketer predicts that China
will become the largest mobile ad market in the world,
reaching $12.14B. With such overwhelming growth and
engagement, mobile is impossible to ignore.
Location use by consumers and marketers is already
on the radar in APAC. In China, one-third of marketers
reported that they are using geo-location “always”
or “frequently” in mobile marketing, according to
eMarketer.
Consumers are already using location-based services
frequently in the region. According to Nielsen’s The
Mobile Consumer 2012 Report, more than half of
consumers in China and South Korea reported they use
location-based services.
As consumer adoption of location-based services
grows in APAC, we are already seeing that
marketers in the region are beginning to test the
power of location. Due to the major growth of both
marketing dollars and consumer behaviors in APAC,
HOW LOCATION WORKS:
SEPARATING THE SIGNAL FROM THE NOISE
When a person opens her phone and uses an app or
mobile website, she often grants access for publishers
and developers to use her location information. This
location data can be as general as a zip code or city,
or as specific as a request to capture a user’s exact
location at any given time. The accuracy of the data
signal determines how this data can be used for
29
MMA APAC 2014 Yearbook
targeting and marketing purposes. For proximity
targeting – reaching a user who is in close proximity
to a point of interest – the location signal must be
very precise, such as latitude and longitude data
as pulled from the device’s GPS. There are various
types of location data that balance between reach
and accuracy. MMA’s Location Terminology guide
is an essential educational tool in that area. Fig. 2
from the guide shows the different location signals
available from a mobile devices and its level of reach
and accuracy.
Fig. 2: Mobile and locational signals
identify similar device visitation activity and create an
audience. This approach gives marketers audiences
that are not only current, but are also more closely
aligned to actual consumer behaviors.
With user location data and broader understanding
of audience behaviors, we can develop more
accurate audience segments to target users across
the purchase journey – from awareness to intent,
consideration, loyalty and purchase (see sidebar).
Location empowers marketers with more granular ad
targeting, greater relevance, and more personalized
messaging based on real-world behaviors rather than
broad category assumptions or static group segments.
Using location
across the consumer
purchase journey
HOW LOCATION HELPS MARKETERS BUILD
ACCURATE AUDIENCES
Location empowers marketers to better understand
their audiences and the ability to influence them. The
individual nature of mobile devices and their usage
requires a personal and tailored approach to truly
influence customers’ purchase decisions. Marketers
need to learn not only who are their most receptive
consumers and how they are using mobile devices
across their path to purchase, but also when to reach
them with the most relevant message during their
mobile activities to drive further action and conversion.
Unlike other traditional audience-building techniques,
which rely on consumer-reported information and/or
look-alike modeling, mobile enables marketers to use
mobile device visitation and placed-based behavioral
data to create a more robust set of audience
segments and targeting capabilities. For example, if
we see that a device has frequented two airports in
Singapore and Shanghai in the past month, and visits
Singapore hotels on weekdays, we can probably infer
that this is a “business traveler” based on the context
of the device visitation behavior. From there, we can
30
CONSUMERS
LEAD
CONSUMERS LEAD MARKETERS TO LOCATION RELEVANCE
Marketers are playing catch up to consumers’ desire
for more relevance. Based on data from a survey of
more than 2,000 mobile users by Nielsen, the 2014
Mobile Path to Purchase report by xAd and Telmetrics
revealed that the importance of location relevance
for consumers has grown 44% since 2013.
Joe Laszlo, senior director at IAB Mobile Marketing
Center of Excellence, stated, “Whatever the state of
mobile itself in a given country, in every market it
feels like consumers lead the way, media companies
are doing their best to follow, and agencies and
brands, on average, tend to lag a bit, puzzled by
mobile or unsure how to respond to the shift of the
digital audience to phones and tablets.”
In the APAC region, consumer mobile ad engagement
is already quite high. The IAB mobile data usage study
conducted by GfK showed that 90% of smartphone
users in China engage with a mobile ad at least
monthly, with 86% reporting they engage weekly
– much higher than U.S. rates the study compared.
That same study showed that forty percent of
respondents visited a local business after viewing a
mobile ad.
Mike Boland explained the trend: “As the ability to
attribute a sale to a mobile ad becomes clearer,
marketers will be better able to determine the return
on investment of their efforts which should lead
to bigger investments….for example, tracking user
behavior after they’ve seen an ad to determine that
they showed up at a store or, even better, made a
purchase.” This applies globally, as companies are
quickly honing their technologies and data insights in
every region to connect these online mobile activities
to offline store visits and sales.
The deep understanding and relevance that location
enables shows much promise for driving greater
store visits and sales. Engagement and action in
mobile location is already happening, and with the
right insights and tools, the market is ripe for location
expansion.
CONCLUSION
The APAC region superseded all growth estimates
for mobile marketing in 2014. Mobile marketing
growth is likely to continue on this growth trajectory,
led by the growth of consumers’ expectations. With
more demanding consumers, more sophisticated
technology, and greater understanding of how to
leverage location, 2015 will be the breakout year for
location in the APAC region.
As marketers, location has many benefits – from
building brand awareness and affinity to influencing
and driving on and offline commerce. Using mobile
location data, marketers can have more visibility into
who their customers are, what their needs are, and
how to influence their decisions. Location is the key to
unlocking the definitive value of mobile advertising,
and is poised to become one of the most powerful
tools in a marketer’s arsenal. With location, marketers
have finally found the Holy Grail in advertising and
the tools to achieve it.
BIA/Kelsey predicted that location-targeted mobile
advertising will grow faster than the overall mobile
advertising market, and will represent 43% of all
mobile advertising by 2019. BIA/Kelsey analyst
Yang Cao is General Manager, APAC, xAd and
has nearly 20 years of experience building and
growing successful technology companies in both
Silicon Valley and in China. He was previously with
Zhubajie Network, Julu Mobile, WhitePages, TokBox
and StarCite. Yang also serves as advisor for China
Growth Capital, and in his free time, he enjoys being
a dad, a lowly ranked soccer player and a slow, long
distance runner.
31
MMA APAC 2014 Yearbook
CHALLENGES AND
OPPORTUNITIES
of Measurements IN MOBILE
by Joe Nguyen, Senior Vice President,
Asia Pacific, comScore, Inc.
As the umbrella of the ‘digital’ ecosystem continues
to spread to new platforms and media types,
measurement must also adapt to meet the expanding
needs of the marketplace. More money is shifting into
mobile, so the need to accurately and independently
evaluate both media and advertising is fundamental
in maintaining trust and growth – just like other
media. Measurement needs to be done at a personlevel, including demographic targets, and factoring in
aspects such as non-human traffic (including fraud),
viewability and brand safety.
Mobile has added further complexity to all of these
measures, with many people now accounting for two
or more devices. The term ‘mobile’ now encompasses
smartphones through to tablets, with phablets
sitting somewhere in between, and consumption via
browsers and apps. This serves to highlight the added
fragmentation that our customers, and therefore
we at comScore, must handle when evaluating this
burgeoning sector.
When measuring any market or platform, a provider
must seek to meet three key criteria, creating
products that:
• Are holistic and objective in measurement
• Deliver outputs and metrics that fit the needs
of the entire ecosystem
• Have relevant scope but can be delivered at a
viable cost for the market.
In a digital world, it is also necessary for measurement
solutions to mirror, or at least be comparable to,
their counterparts across different geographies,
particularly in a heterogeneous set of markets such
as in the Asia Pacific region, and to different media.
Successfully addressing all of these requirements to
evaluate both audiences and advertising requires a
number of assets, namely:
1.
An enumeration source, to accurately size and
define the total market
2. Content tags for mobile web as well as app mea-
32
surement via software development kit (SDK)
implementation for a complete view of how an
entity is consumed
3. Ad tags for a complete view of how advertising
is consumed
4. Metered user panel(s) to provide ­demographic
and passively-observed behavioural data
5. Census user profiles to add granularity and accuracy to demographic data.
Even more fundamentally, though, the necessary
experience, systems and methodologies are needed
to accurately combine these resources, and deliver
end-products that are fit for purpose.
Building all of these assets requires substantial input
and investment from the measurement provider
but also from the media industry itself. In moving
from a PC-only world to today’s multi-platform one,
comScore has observed five phases of delivery:
PHASE 1: PC-only Measurement
Combining content and ad tags with panel
observations allows detailed insights into audiences
and advertising, including demographics. Importantly,
the census-level data can also be ‘validated’ in terms
of non-human traffic, and in the case of advertising,
for demographic target effectiveness, brand safety
and viewability.
PHASE 2: Adding Mobile Measurement Via Census Tags
Census data from cookies, apps and devices derived
via existing analytics tagging, as well as from
encouraging publishers to implement measurement
tags onto web and app entities, can be modelled to
create unique users metrics, using methodologies
validated against mobile panel data in other regions.
This allows a first opportunity for a market to derive
cost-effective person-level measurement of mobile
media and audiences for entities that are tagged.
PHASE 3: Enumeration and De-duplicated Multi-Platform Users
(Mobile Still Via Census Tags)
Once measurement of mobile entities is available,
this input can be combined with the comprehensive
PC assets in a region and de-duplicated using models
informed by enumeration sources and a ‘dynamic
panel’ of multi-platform users identified in the censustag data. The resulting ‘total digital populations’ help
all sides of the ecosystem to evaluate media and
audiences at a de-duplicated person level.
PHASE 4: Panels and Demographics
Whilst PC panels have already been established in
Phase 1, the addition of panels on smartphone and
tablet allows measurement of untagged entities,
as well as crucially facilitating demographic
measurement on all devices. This phase represents
one of the higher barriers to entry, with the cost of
recruiting and maintaining panels exacerbated by the
need to do so on a representative range of platforms
and operating systems.
PHASE 5: Granularity
The modular construction of the preceding datasets
means that they can be easily added to, for example,
enriching the coverage of demographics by
incorporating census-level profile data from partners.
It also facilitates fusion with other data sources, for
example, with additional platforms such as TV.
Whilst Phases 4 and 5 are currently restricted to
the typically ‘advanced’ markets with large digital
advertising revenues, the gap certainly appears
to be closing. In Asia Pacific, we are already seeing
progress, and there is clearly a wealth of opportunity
in the mobile space. From the page impressions
that comScore already observes via our censustag network, Asia Pacific features some of the most
mobile-focused markets globally. In India, one third of
the page impressions we capture are on smartphone
or tablet, and in other markets, that figure is higher
still – an incredible 39% in Korea, for example.
Although using a more limited dataset, these figures
are impressive in comparison with the panel- and tagobserved figures in the U.S., where mobile platforms
account for slightly under a quarter of page views.
As users, and therefore content and advertising,
continue to expand to mobile devices, comScore
has made a concerted effort to implement our Phase
2 solution for audience measurement in multiple
markets globally, including China, Hong Kong, India,
Malaysia, Singapore and Taiwan, and Phase 3 in
Australia, with more Asia Pacific markets scheduled
for 2015.
between smartphone and tablet audiences on both
browsing and app entities helps these players to
better evaluate or monetise mobile inventory, or
make decisions regarding editorial or features.
Insights such as on iOS and Android audiences are
also critical to the mobile space. Census-informed
mobile measurement is a huge first step in filling a
measurement vacuum and we continue to work on
progressing markets in this region into the ensuing
phases.
These new datasets are already proving invaluable
in our customers’ workflows, and are perhaps even
more relevant as media buying and selling advance
into programmatic and automated platforms.
Quickly understanding true value based on the
ability to deliver (multi-platform) audiences, as well
as advertising-specific measures such as non-human
traffic, viewability and brand safety, allows the
ecosystem to flourish with confidence from all sides.
We at comScore are committed to providing trusted
independent data where our customers need it and
excited to see how they continue to put it into action.
Fig. 1: Dimensions and Processes of Digital Media Analytics
Joe Nguyen is Senior Vice President, Asia Pacific
at comScore, Inc. He has more than 20 years of
experience in Asia Pacific and is a veteran of the
online analytics industry. Joe is the co-founder of
iamWednesday Singapore and is on the Mobile
Marketing Association Asia Pacific Board of
Directors. He has also held a seat on the ad:tech
Singapore Advisory Board and the Interactive
Advertising Bureau. Joe was previously with
Omniture and Millennium & Copthorne Hotels. Joe
holds a BSE degree in Mechanical Engineering from
Princeton University. He was born in Vietnam and
emigrated to the U.S. after spending a year in a
Malaysian refugee camp.
Already in these markets, we are seeing data and
usage that allow content owners, advertisers and
their agencies to make informed progress on
mobile and multi-platform strategy, development
and advertising. Understanding the relationships
33
PART 2
TRENDS AND IMPACTS
MMA
APAC
2014 Yearbook
EDUCATION:
THE EVOLUTIONARY
NECESSITY
by Paul Berney Managing Partner EMEA and Co-Founder, mCordis
After more than 10 years working in mobile marketing,
I still find myself daunted by the pace and breadth of
change of the industry. Each day brings some new
development, a new technology or company, a new
milestone that mobile has achieved, a new thought
leadership piece or a new case study. This is multiplied
when you try to keep pace with international change.
In the face of this how can any of us keep up to date?
How can we hope to understand what is changing
and what it means to us?
Charles Darwin once famously wrote: “It is not the
strongest of the species that survives, nor the most
intelligent, but the one most responsive to change,”
and it is this evolutionary imperative that should
continue your drive to continue learning no matter
how hard it is. You simply have no choice.
For some it seems like an admission of weakness
if they do not understand something new in the
market, so they hide instead behind claiming the new
channel does not work or is not yet mature enough.
Our experience is that it is often the most senior
business people who have the least understanding
of mobile. This is partly because of their age: the
over 40s are digital immigrants, learning new mobile
skills on top of an existing set of ones built up in the
analogue age. Millennial workers are digital natives
who have grown up knowing the technology from a
lifetime of usage. We can divide these natives further
into online v/s mobile natives. The youngest among
our workforce globally have only ever known a world
with every adult connected by access to a mobile
phone of some sort. Those in school today are not
only using mobile for their personal lives but they
are now learning on mobile devices: from tablets
in classrooms in developed economies to children
getting access to textbooks for the first time ever via
feature phones in countries like Indonesia.
You would imagine then that marketers everywhere
would be pushing their employers to invest in
helping them add new skills. But marketers are not
great at investing time in learning, it seems. A study
by Adobe in 2013 found that only 8% of senior UK
marketers said they had full confidence in their own
digital marketing skills, but less than 3% had received
formal training. We seem to favour learning on the
job (through trial and error) to learning new skills in a
formal environment.
Other professions do not suffer from this lack of
foresight. IT professionals know that they need
to have ‘Cisco certified’ or ‘Microsoft certified’ on
their CVs as a prerequisite to being considered for
many jobs. Mobile will soon move to this position
also because it is becoming an essential part of the
marketing armoury. As Blake Cahill, Head of Global
Digital Marketing at Philips said earlier this year:
“As a marketer, if you don’t understand [mobile and
social] technologies well and how they’re being used
by relevant audiences, it’s going to make it incredibly
tough for you to do your job well.”
Apart from anything else, all the change and
innovation makes mobile one of the most exciting
areas of marketing for brands and agencies to
learn about. Mobile is both causing and enabling an
irrevocable change in consumer behaviour. Marketers
have an opportunity to connect, engage and influence
consumers in a more personal way than ever before.
Mobile can truly fulfil on the promise of one-to-one
marketing. If that does not excite you as a marketer,
then maybe you are in the wrong role!
After nearly six years working for the MMA, my
response to this has been to create a business
focussed on filling this clear knowledge gap around
mobile and to introduce a new set of qualifications to
help formalise the teaching and provide recognition
for those with the skills that can help employers
identify future staff. We will be working to bring
these qualifications to market globally in 2015, having
already launched them in the UK, US and South
Africa. Right now the training is delivered in person
but it will be made available online for self-paced
learning. We have worked with the Institute of Direct
& Digital Marketing in the UK to create an accredited
qualification that can be recognised by educational
institutions and employers alike. For more details
you can click here: http://www.mcordis.com/mobilemarketing-education-training-and-certification-0
35
MMA APAC 2014 Yearbook
Finally, if as a marketer you do not feel the imperative
to learn because of the increasing importance of
mobile or because of the shift in consumer behaviour,
then maybe you should do it to expand your horizons.
As Albert Einstein memorably said, “Education is not
the learning of facts, but the training of the mind
to think.” Start 2015 with a commitment to get to
understand the channel and the opportunities it
presents. It is going to be at the heart of marketing for
the rest of your career, so it is worth the investment.
Here are 10 ways you can educate yourselves in the
scope and power of mobile marketing (plus a bonus
11th tip!).
1. Take a mobile marketing training course first (eg.
from MCordis www.mcordis.com). If you are really
time pressed take course on mobile marketing on
Lynda.com (lynda.com) which you can view on your
mobile device.
2. Sign up for daily alerts from MMA Smartbrief,
Mobile Marketer (mobilemarketer.com) or Addictive
(addictive.com).
3. Use available free resources like GoogleThink or
Mobile Groove (mobilegroove.com).
4. Sign up for an account with eMarketer.com and a
subscription to the IDM Journal (www.theidm.com).
5. Target some events to attend in 2015, focus on
learning from other industries and geographies
rather than your immediate competitors.
6. Search SlideShare for interesting presentations on
everything you can think of in the mobile space. 36
7. Follow thought leaders in the mobile space on
Twitter (like @tomiahonen @gerdleaonhard @
mobiledirect).
8. Read the novel ‘The Circle’ to see a fictional account
of what might happen to big data in the future.
9. Watch the movie ‘Terms & Conditions’ to grow your
awareness of the privacy issues in the mobile world.
10. Learn about behavioural economics, consumer
bias and other changes to consumer psychology. 11. buy an iPhone, an Android, a smart watch, a tablet
and FitBit and any other connected device you can
get your hands on. Try them out, commit to learning
though usage. Put yourself in the position of your
consumers. Find out how easy or hard it is to adopt
these technologies. Get others in your company to
do the same and share your thoughts and ideas.
We are sharing these ideas with every brand we
work with, every attendee on our courses and
audience members at our presentations. We know
they work because we see the evidence of it every
day. Many marketers are committed to building their
understanding of mobile and mobility.
Paul Berney is the Managing Partner EMEA and CoFounder of mCordis. He was Chief Marketing Officer
& Managing Director of the EMEA branch of the
Mobile Marketing Association (MMA). He has over
25 years’ industry experience, and has spoken at
events in 37 countries. He is a Fellow of the Institute
of Direct & Digital Marketing (IDM), Member of the
Chartered Institute of Marketing and mentor in the
Marketing Academy. He sits on the editorial Board
of the IDM Journal and was voted one of the Top
50 influencers in mobile marketing in the UK by The
Drum magazine 2013 and 2014.
From MOBILE to MOBILITY –
THE THIRD
WAVE IN
MOBILE MARKETING
by Ashutosh Shrivastava CEO, MindShare Asia-Pacific
The rapid adoption of connected, mobile devices
amongst people has been opened up opportunities
for marketers and brands to engage with them in
ways which were unimaginable a few years ago.
As smartphone and tablet penetration grow, people
are spending more and more time in front of these
new screens, from the time they wake up to the time
they go to sleep – communicating with other people,
sharing ideas, opinions and accessing all kinds of
content. And they are spending more time on these
screens and devices than any other media channel,
including TV - quite often alongside watching TV!
While the first wave of mobile marketing kicked off
in the feature phone era, with annoying spam text
messages being pushed indiscriminately at unwilling
recipients, the second wave came with the rise of
smartphones and tablets. They made it possible
for brands to start engaging consumers in far more
valuable and appealing ways. There is technology
available today for brands to target people by their
intent – often deduced from their location, time of
day, context, what they are searching for, and sharing
on their social networks.
The price of smartphones continues to fall and the
first sub USD 50 phones have started entering the
market this year, ensuring that these devices will
remain the mass channel of choice for brands, well
ahead of any other media, including TV in almost
all countries in Asia. At the same time, newer
technologies such as those offered by Ozonetel,
Zipdial and OutThereMedia are enabling brands to
start using even feature phones in much smarter ways
as well, targeting smartly, enhancing effectiveness
and reach. And text messaging itself has evolved –
via opted in customers, online voting for TV shows
and banking transactions. Also, more than half of all
smartphone users around the world are active users
of messaging services such as Whatsapp, Wechat,
Kakaotalk, Line and Snapchat, most of which offer
interesting options to brands targeting the users.
The Third Wave I am talking about is the rapid rise of
new connected devices, the Internet of Things as it is
called - including ‘wearables’, ‘nearables’ and those
which make your home or place of work or your
means of transportation ‘smart.’ While there is a lot
of hype at the moment, technology providers and
brands now have to grapple with even more sensitive
issues. There is danger in brands overstepping and
intruding into personal space, as these devices are
tracking body functions, fitness levels and micro
location, and unless they respect that privacy and
only engage with people opting into something of
real value in return for such information, it can trigger
a terrible backlash.
While there is growing interest in these devices, we
have not yet seen the equivalent of an iPhone in
wearables to trigger off mass adoption!
‘Nearables’, like beacons which would work to make
your smartphone even more context aware, would be
of great value to retailers who are struggling today
with e-commerce platforms. They can innovate with
beacons to attract people to their stores instead of
shopping online. Beacons can add context to make
your shopping experience far more personalized and
richer in a real world retail space.
Given the small form factor of these devices, it is
their connectivity with smartphones, via notifications
which becomes an opportunity for brands looking to
engage via these devices. And given the sensitivity
and personal nature of these devices, probably
37
MMA APAC 2014 Yearbook
native advertising and utilities to provide timely and
immediate value are likely to be the dominant formats
here. Voice is also more likely to be the interface with
these devices.
As brand marketers, these are really exciting and yet
challenging times. Everyone can see the opportunity
but doubts remain, especially in Asia, on how to use
mobile devices effectively. People have changed
behavior – in countries with ubiquitous 3G and
growing 4G availability, 35-40% of all organic and
paid search clicks, and a third of all video views, are on
mobile devices. Facebook and Twitter have reported
over 70% of all activity on their platforms via mobile
devices, and growing. While the jury is still out on
effectiveness of mobile ads vs desktop, Tubemogul
reports that even for Asian markets like Singapore,
clickthrough rates for pre-roll mobile video ads is
over double of what it is on desktops.
People are shopping in a number of countries via
mobile devices with China leading the way. Next
door in Korea, 11street, the biggest open online
marketplace, with 40% of country’s populations
registered as users, has half of them initiating and
completing their transactions via mobile devices.
While mature markets like the UK and the US are
leading the adoption of mobile by marketers (eg in
the UK, mobile will overtake desktop spends as early
as next year, and will become the second largest
channel behind TV, ahead of print, OOH and radio
by 2015), Asian countries see greater openness to
receiving ads on mobile devices and shopping via
these. The biggest trigger in the agency world to
shift money to mobile is going to be targeting of
millennials, who are clearly the dominant users of
smartphones all day.
So how do brands allocate more marketing dollars
onto mobile? Do we just serve banner ads, or build
apps or just wrap up current websites via HTML
into native apps ? Are banner ads effective or do
38
people ignore them? Are online video ads better
viewed? It is a personal device, so is advertising
an intrusion? Am I communicating in a ‘brand
safe’ environment? How can I use these devices in
bringing interactivity to more traditional media
channels like TV, radio and out of home displays?
What technologies do I use to create engaging brand
experiences which are personalized and appropriate
for the stage of the purchase pathway or journey
that individual consumer is on? How do I navigate
people to a simple to execute yet fulfilling, rich and
personalized experience on e-commerce platforms?
How do I benchmark effectiveness of my marketing
campaigns on mobile devices? Conventional wisdom
tells me how much exposure on TV or newspapers
can generate the desired response for me. How do I
find out how much to spend on mobile devices to get
comparable return on investment?
The Mobile Marketing Association (MMA) is working
closely with brands, agencies, technology platforms
and publishers to help foster industry collaboration
around these questions, and help evolve industry
standards and benchmarks. Today, the maximum
amount of time people spend on any media device
is via mobile, and we would like to help simplify the
way marketers plan, integrate and buy campaigns
with mobile devices as an integral part of these, to
improve their marketing effectiveness. To this end,
we have also created a number of case studies which
are available on our website. We would encourage
you to go check it out, and more importantly, join the
MMA to help drive the industry forward.
Ashutosh Srivastava is Chairman and Chief Executive
Officer Asia Pacific & Global Growth Markets at
Mindshare. He was earlier with JWT and GroupM. He
also set up Meritus, a business analytics company
focusing on big data, and helped bring MadHouse,
China’s biggest mobile marketing company to India
in a joint venture with GroupM.
SMARTER
ADVERTISING
DECISIONS
AREN’T MADE
BY CHANCE.
Videology uses math and science
to make online video advertising
accountable, efficient, insightful,
and safe.
• Reach your audience across screens
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To learn more about smarter tools
for the converging media world, visit
videologygroup.com or contact
[email protected].
39
MMA APAC 2014 Yearbook
CAN Creative IDEAS
MAXIMIZE THE
POTENTIAL
OF MOBILE MEDIA BUYING?
by Rahul Pandey, CEO, Bonzai
A large part of the brand manager community today
has a ‘free creative syndrome’ when it comes to their
approach to mobile advertising. They find a vendor
that can adapt their print creatives, or any already
existing brand imagery, to mobile platforms and
pocket a hefty bargain in the process. But here is
an important question that needs to be asked: can a
‘free creative’ effectively influence mobile users?
Benjamin Franklin famously said, “Tell me and I
forget, teach me and I may remember, involve me
and I learn.” This old quote applies well to the mobile
world. We cannot just preach a tag line and expect
users to be receptive to it. We have to involve them in
a complete experience where they can interact with
the brand and understand its communication.
Before we look closer at this question, let us first
understand the scenario. Every advertising campaign
is built around three essential pillars: Audience,
Content and Experience. Audience is the final user
that a brand wants to connect with, Content is
the environment in which your brand message is
delivered, eg, the publisher’s page and Experience is
how a brand weaves a story that delivers the message
effectively.
Let us illustrate this with an example. During a
campaign for a popular headphones brand, the
client wanted to adapt their promotional materials
for mobile devices. They were grossly unaware of
the plethora of opportunities available to them on
smart devices and it was up to us to introduce them
to this new world. We created a rich media ad unit
that trounced their previous estimations of product
purchases. Our ad performed better in getting
purchase volumes than just a creative.
Audiences are already in no mood to interact with an
ad unit and brands have more or less no control over
the content in which their ad will be displayed, hence
it is the experience that makes or breaks a campaign.
In such a case, a free creative does not engage the
audience due to the lack of an immersive experience
where the user can play with brand elements. This in
turn leads to the final brand message to be muddled
in the minds of users.
The brand message was delivered in a strong and
creative experience that users enjoyed interacting
with in comparison to the drab free creative they
were uninterested in. Similar to this case study, we
have also deduced through research that investing
in creative ideas can lead to a marked increase in
ad performance. A campaign can get 44% more
engagement by increasing their creative spends on
mobile.
Fig 1: The 3 Pillars of a Campaign
Fig 2: Performance Betters with Creative Ideas
40
As stated before, intelligent media buying can help
you find the right audience on mobile, but truly
connecting with them is a whole different ball game.
You can go live with such free creatives but they
will hardly make a splash in the user’s psyche. Static
adaptations of print ads can only go so far in engaging
your audience on smartphones (a medium full of
Candy Crush, Pandora and what not!). Unlike traditional
media where viewers are sedentary couch potatoes,
mobile users are active participants on the mobile
platform. We need to activate these millennials and
spread the word in a language that they are fluent in.
Fig 4: Results of Heat Maps and A/B Testing
Instead of running print reruns for free, there is a
need to tap into the potential of mobile and test its
limits. Marketers have to look into UX to harmonize a
user’s experience, build creatives that fuse gestures
of swipe, touch, and tap, and analyse ad performance
using heat maps, A/B tests and other metrics. This
is barely scratching the surface; there is more to
be explored with geo-location data, social sharing,
native camera functionality and many other device
features.
Fig 3: Increase in ROI due to Creative Spends
More examples spring to my mind as I make this point.
A leading fast food brand integrated a store locator
within their ad unit and benefitted with 3x more
footfalls to their outlets. We have even capitalized on
the selfie madness by creating a rich media ad where
users can activate their native camera to click selfportraits and share them directly on social media.
Instead of a free creative, the brand got free UGC
brand selfies that created a buzz on various digital
channels.
Rahul Pandey is Co-Founder and Chief Executive Officer of
Bonzai. He was earlier with AT&T, IDEA Cellular and Network18
Group. A management graduate, Rahul has spent 15 years
in the telecom and media industry, developing his strengths
in marketing, brand management, and intelligent digital
advertising solutions. Along with being an avid soccer fan,
Rahul loves to travel, exploring new places and ideas.
Creative ideation is the key to connecting with the
user. Turning a blind eye towards this aspect can turn
an ad spot into a blind spot. We have to realize that
a good creative can overcome a bad media plan but
the opposite is seldom true. With this in mind, we
need to refocus on making mobile advertising like its
other advertising counterparts: a medium of creative
brand expression.
41
MMA APAC 2014 Yearbook
THE SMALL
SCREEN NEEDS
BIG IDEAS
by Graham Kelly, Consultant
Mobile marketing has not been around long. You
could argue that it only really got going back in 2010,
when a Finnish newspaper started offering free adsupported news via SMS.
Things have come a long way since then, at least in
terms of technology. We have increasingly powerful
smartphones, faster data speeds and of course, an
accompanying alphabet soup of acronyms (EDGE,
LTE, LBS, and so on).
Nevertheless, all this high-tech inventiveness has not
been matched by marketing innovations.
Primarily, because mobile is not being used creatively
enough.
Things have been getting better in the last few years
- thanks in part to well-established advertising award
shows giving mobile its own category, not to mention
events like The Smarties, which are dedicated to mobile.
However, given the increasing number of brands
venturing into mobile, along with more sizeable
budgets, I cannot help but think we should be seeing
a lot more creativity by now.
That may sound gloomy, but I am bullish about
mobile’s potential as a creative marketing medium.
My optimism is based in part on the nature of mobile
itself. As noted earlier, the medium is constantly
evolving. With the result, that we are presented with
a constant stream of new technologies that will offer
new opportunities for innovative marketing.
However there is an important caveat to bear in mind:
technology is nothing without a big idea. Indeed,
technology is just a gimmick if there is no strong
concept behind it. Simply put, ideas excite people,
not technology.
To illustrate my point, consider social media. A
marketing channel that has benefited from a great
42
deal of technical innovation, yet to date is still short
on big ideas.
Just think about it. There has been so much hype
around social over the last few years, resulting in
countless social media campaigns. But when did
you last see a campaign built around a truly original,
impressive idea?
Not many, are there? However in the last few years
things have been picking up. We’re starting to see
some insightful, persuasive and creative uses of social.
One of my favourites is a Twitter campaign for
Snickers, done in the UK. This was hugely popular
and created quite a stir – even being mentioned in
the Houses of Parliament.
Fig.1: Twitter campaign for Snickers
Have a look at the case study: http://digital.151awards.
com/awards/ynywyh/
You’ll notice there was nothing gimmicky about what
they did with Twitter.
Rather, they provided a creative twist to the brand’s
simple, insightful core idea: you are not you when
you are hungry
Using mobile in more imaginative ways can lead
to work that is both innovative and useful. A great
example of this, also employing Twitter, is “Sky Rec,”
which allows Sky customers to record any TV shows
with a tweet. So even if you forgot to set the timer at
home, you could still record a show using your mobile.
This worked by linking your Sky cable account to your
Twitter account. Each day Sky tweets their schedule;
to record a specific show you simply retweet it.
See the case study here: http://www.youtube.com/
watch?v=MI_Hp32m1u4 I particularly like the utility
of this idea. This is not an ad: it is a service.
Offering your audience something useful is a great
way to make your brand more likeable. Let me share
one last Twitter example. “Tweet Fleet” by Mercedes,
helped drivers in congested German cities find
parking spaces. Mercedes equipped a small fleet of
cars to automatically tweet the locations of parking
spaces (this was done by hooking the car’s Active
Parking Assist system to the Mercedes Twitter
account). As the cars drove through the streets, the
system automatically identified and shared suitable
parking spaces.
1.
The ‘let’s do an app” mentality, where the thinking
is confined to apps, without bothering to explore
the other options that mobile marketing offers.
2. Underestimating the difficulty of games. Creating a great mobile game is difficult. Creating one
that also delivers on the marketing requirements
is really difficult.
3. “Putting the technology cart before the idea
horse.” This invariably leads to shallow creative
work that is neither persuasive or effective.
4. Treating the mobile screen as just a small TV
screen. Which means you will not leverage the
strengths of mobile - such as the ability to drive
activation campaigns due to your audience being out and about.
Result: a lot of grateful drivers who could not wait to
spread the word.
See it for yourself:
watch?v=eX-iYHZ-Ug0
https://www.youtube.com/
Now, combining Twitter with a car’s on-board
technology is fairly ambitious. However, mobile can
be combined in simpler ways that still offer impressive
results, even when you work with relatively old mobile
tech.
For example, consider the possibilities of combing
NFC with good-old outdoor media. One of my
favourite examples of this is a fund-raising campaign
for the UN’s World Food Programme. Bus shelter
posters equipped with simple NFC tags allowed
commuters to interact with - and ultimately donate
to - the campaign: http://www.youtube.com/
watch?v=NsAC9tPKYhI
In addition to NFC, there are plenty of well-established
technologies that are crying out for big ideas. Take
Augmented Reality. AR has been around for quite a
few years now. Unfortunately, it has not yet fulfilled
its potential, primarily because it is used badly.
This is a major let-down for long-suffering consumers
subjected to unimaginative AR projects. Just think of
all the steps they have to go to in order to see the
marketing message. First, download an app. Then
scan an AR marker. Then finally… ta dah! – They get
to watch… some eye candy that does not make up
for the fact they have just wasted valuable time on a
shallow gimmick.
Done well, and by that I mean it incorporates a strong
concept, AR can be extremely powerful. This project
from Japan is a superb example. The concept is
simple, endearing and useful: AR penguins guide you
to a Tokyo aquarium, where you can see them for real:
https://www.youtube.com/watch?v=IK4-zPD_25U
Great ideas are simple, irreverent and persuasive. Put
another way, if your ideas are complex, overly-serious
and hard-sell, then you need to start again.
To sum up, I propose it is time to go back to basics.
To start putting the emphasis on marketing concepts
that are simple, intelligent and insightful.
If we can do this, the small screen will never lack for
big ideas.
Graham Kelly has embraced all aspects of advertising
– direct, traditional and digital - quickly progressing
to become Executive Creative Director in Asia’s most
renowned advertising agencies. These include: Ogilvy,
Leo Burnett, Saatchi & Saatchi, TBWA and BBH. Most
recently he was Regional Executive Creative Director,
Asia Pacific, for Isobar. He currently does consulting
for a select group of technology start-ups. Graham
has won lots of shiny creative awards which we
needn’t go into too much detail about. Suffice to
say, he is one of the few creatives to have achieved
international recognition across all media.
Unfortunately, marketers typically make a number
of mistakes when they try to use mobile in their
marketing campaigns; here are some of the more
obvious ones. :
43
MMA APAC 2014 Yearbook
Not your
AVERAGE
TEXT MESSAGE
by Krishnan Menon, Chief Client Officer,
Asia Pacific at Wunderman Network
Imagine a world where your most-used apps no
longer jostle for space on your home-screen, where
the essentials – taxi, dating, texting, phone calls,
contacts, social media, events, shopping – are
streamlined into one app. Just like the smartphone
streamlined your life and reduced the number of
devices you needed to carry.
If you are under 25, chances are you know we are
already there. “Texting” to these power users and
early adopters of messaging apps is not just text,
but also video, voice, photo, group chats, two-wayradio chats. Most popular messaging chats go much
further with their social and entertainment features.
And when we say popular, we mean numbers that run
into hundreds of millions across the world. It is the
most explosive tech growth story in recent memory,
with the market expanding by 148% between March
2013 and March 2014. 90% of the population of Brazil
and 75% of Russia – to take two countries at random
– are using messaging apps. Viber has 300 million
registered users, while almost half a billion people
use Whatsapp.
All apps offer the key features of chat and multimedia,
but these are combined with proprietary mixes of
social, entertainment and commerce offerings, giving
them larger roles in the communications world.
For instance, 19 out of the 20 top-grossing games
in South Korea are now distributed via KakaoTalk.
This is not surprising when you consider that 93% of
smartphones in South Korea have installed KakaoTalk.
Messaging apps are used all day, every day to
network with family, friends and colleagues, but
they are not just a free way to communicate. They
combine the visual quality of social media with the
immediacy of SMS, making it the closest tech has
44
come to mimicking real human interactions. For
daily users, it can be the primary platform for sharing
and communication, rivalling Facebook or Twitter, or
indeed the mobile operator.
WHAT DOES IT MEAN FOR BRANDS?
The BBC has an official Line account in 11
countries – the US, Australia, Spain, Germany,
Italy, India, France, the Philippines, Singapore,
Malaysia and Hong Kong. Their followers receive
a mix of headlined images and very short video
clips overlaid with captions.
We already know mobile is the most personal
medium, the one that bridges online and offline lives.
In the age of the connected consumer, mobile has
emerged as the primary screen, especially in
emerging markets such as Indonesia, Philippines,
Vietnam and China.
According to Adweek, it is expected that by 2017, 2.5
billion users will connect through messaging-based
apps. This is not a platform your marketing strategy
should ignore.
At an obvious level, messaging apps are a good
for timely customer service, quick updates or for
nurturing very specific communities. However, the
potential is far greater, because the messaging
app sits at the confluence of social, mobile and
commerce. Line – who offers many similar features –
became Japan’s largest social network in 2013.
Messaging apps can serve as a portal for content and
for one-to-one interaction with friends and fans. Most
importantly, these are personal spaces where a brand
is invited in, and so expected to add real value rather
than advertise. Depending on the app, brands have
marketing opportunities in brand accounts, stickers,
e-coupons, virtual VIP cards and mobile commerce.
Brands have begun to recognise the necessity and
explore the possibilities.
For a launch in Argentina, Absolut used WhatsApp
as the primary platform rather than Facebook
or Twitter “to engage people in personal, unique
experiences.” In India, Sony found chat groups a
way to nurture influencers. The NFL team New
Orleans Saints used Snapchat to send sneak peeks
of uniforms, new merchandise, and clips of players
practising, maintaining an intimate conversation with
fans during the off-season.
KakaoTalk users can create groups of unlimited
numbers, build official brand accounts and send
each other real gifts from the gift store. Brands can
list products in this store. As Estee Lauder found,
“Cosmetic brands on KakaoTalk have a 29% CTR for
its messages, of which 90% download coupons for
product samples.”
WeChat, China’s most ubiquitous messaging app,
even allows streaming content feeds and social plugins (Facebook). Viber does not allow advertising, but
they do allow the purchase of branded stickers.
Being able to engage with your consumers on a
personal level where they spend the most of their
time is the Holy Grail for marketers and agencies.
Messaging apps combine the best of mobile (location,
for example) with the best of social (conversation,
for example), so they demand a re-thinking of digital
and social strategy to get the most of out of them.
Brands can offer answers to questions like “How long
until my next break?” or “What music shall I listen to
next?” almost seamlessly, just like a friend. But that
requires understanding the dynamics of messaging
apps and getting the relationship right.
Social media platforms are still about one-to-many
communication, but a messaging app is essentially
one-to-one. To reiterate, anything that arrives on
your mobile phone is personal – it is your brand and
messaging strategy will determine whether that is a
welcome break, mild interruption or an intrusion.
Three things you should start doing immediately:
1.
Add messaging apps to your existing CRM or
marketing mix, and develop a meaningful content plan
2. Create a group for your social influencers and offer news or value that they can use
3. Incorporate m-commerce options into your last
mile and make it easy to use in order to drive
impulse purchase or trial.
Marketing in our connected world is a fluid, changing
entity – just as we thought we had got social down,
we now have multiple messaging platforms. But with
each shift, we get closer to that real conversation
with our consumers that we seek, to making our
marketing dollars that much more effective.
If you would like a tailor-made messaging workshop
to deep-dive into the messaging apps, discuss
case studies from some of the world’s biggest
brands and to define your brand’s roadmap to
best use messaging platforms, please email is at
[email protected].
Krishnan Menon is Chief Client Officer, Asia Pacific
at Wunderman Network. He has spent his entire
career at WPP having worked at Ogilvy and Kinetic
Worldwide Media. A consumer-obsessed brand
junkie who wants to leave his mark on tomorrow’s
brands, he is passionate about customers’ lives and
constantly looking for ways that brands, products
and services can mean more to the people who buy
them and love them.
45
MMA APAC 2014 Yearbook
MOBILE’S MARKETING POWER
ACROSS SEARCH
AND VIDEO
by Matt Brocklehurst
Product Marketer, Mobile Ads, Google
Smartphones are supercomputers in your pocket,
with more processing power than the computers
used to land Apollo 11 on the moon. They embody
an enormous opportunity for brands and advertisers
to grab and absorb consumers’ attention. Search
and video marketing in particular play to the unique
strengths of the smartphone and the constantly
connected consumer. Here’s how to make these
channels work for you.
Mobile Search: Right Message, Right Moment
The key thing to getting mobile search right is
respecting variations in user context. The better
you understand the specific circumstances that
lead customers to seek you out on smartphones,
the more meaningful and successful your search
ads can be. And if you think mobile search is simply
about targeting people on the go, then think again
– Nielsen research shows that 68% of searches on
smartphones are actually conducted at home, where
larger screens are readily available.
Key Marketing Contexts
Keep these four marketing contexts in mind:
Local intent
Mobile uniquely bridges the consumer and the
physical world. People use mobile search to find
things nearby, as well as opening hours, directions
and addresses. Google findings show that four in five
consumers want search ads to be customised to their
city, postcode or immediate surroundings.1
Deep, direct connections
Mobile is unusual because it actually lets people touch
your brand. When they download your app, they are
1 Understanding Consumers’ Local Search Behavior,
May 2014, published by Google, Ipsos MediaCT and
Purchased, www.thinkwithgoogle.com/researchstudies/how-advertisers-can-extend-their-relevancewith-search.html
46
effectively carrying a bit of you in their pockets. One
in four mobile users consume video content daily and
60% use their devices for social networking every
day. Capitalise on mobile’s rich, personal experiences
to drive engagement.
Task-oriented activities
Research shows that one in three smartphone
searches occur right before the person visits the
shop.2 Smartphones – like desktop and tablet – have
a big part to play in initial research and inspiration.
But what makes mobile so special is the role it also
serves in achieving key tasks. A consumer searching
“rental cars” from a desktop at lunchtime is likely
to be considering various offers; the same user
performing the same search on a smartphone at the
airport that afternoon is probably aiming to make a
booking now.
Time-poor users
Mobile searchers may be less patient, more taskdriven and closer to the end of their buying journey
than when they are on larger screens. Look at this
as an opportunity to give consumers what they
need, when they need it. How? According to Nielsen
research, mobile ads were said to be informative or
helpful by nearly 50% of mobile shoppers (up from
22% in 2013).
Information at Users’ Fingertips
To effectively cater to these contexts, mobile search
ads need to offer a user experience that is quick,
intuitive and seamless. Three types of mobile ad
extensions can help consumers do what they want
more easily.
2 Understanding Consumers’ Local Search Behavior,
May 2014, published by Google, Ipsos MediaCT and
Purchased, www.thinkwithgoogle.com/researchstudies/how-advertisers-can-extend-their-relevancewith-search.html
Fig. 1: Mobile ad extenstions
Location extensions enable customers to visit you in
person by showing an address, phone number, map
marker with your ad text and a link with directions to
your business.
• On average, location extensions boost clickthrough rate by 10%.
• You can target your ads to users in specific
geographic locations relevant to your address and
add multiple addresses, too.
• Recent Google research reveals that 50% of
consumers who conducted a local search on
their smartphones visited a store and 18% made a
purchase within a day.3
Call extensions help consumers contact your
business by showing a phone number and clickable
call button with your ad.
• Call extensions typically increase click-through
rate by 6 to 8%.
• You can set call extensions to appear only during
the hours when your business takes calls.
• By using Google forwarding numbers, you can
count phone calls as conversions in your reporting.
App extensions encourage downloads by showing
your app icon and a link to the app on Google Play
and iTunes.
• You can highlight the fact that you have an app
when a user performs a search with generic
keywords.
• For anyone who already owns your mobile app,
you can deep link to a relevant section of the app
based on what they are searching for, making it
easy for them to complete an in-app conversion.
Steps to Mobile Search Success
1. Offer your users a mobile-optimised site using
one of three approaches. (a) Build a separate site
specifically for mobile. (b) Use responsive web design
– all device will view the same site, but pages adapt
to suit the layout of each device. (c) Use dynamic
3 Understanding Consumers’ Local Search Behavior,
May 2014, published by Google, Ipsos MediaCT and
Purchased, www.thinkwithgoogle.com/researchstudies/how-advertisers-can-extend-their-relevancewith-search.html
serving – the user’s device will be detected and
custom pages designed for that device will appear.
2. Design mobile-preferred creatives to promote
activities like clicking to the mobile site, taking
advantage of mobile offers or using mobile extensions.
Include a call to action that speaks to mobile users
and link it to a mobile-optimised landing page.
3. Calculate the impact of cross-device conversions,
where users start their journeys on one device and complete
them on another. AdWords estimates these using aggregated
data from people who have signed into Google, giving you
an anonymous approximation of the number of cross-device
conversions attributed to AdWords.
4. In order to build an attribution model that
takes account of the full value of mobile, measure
everything that mobile ads contribute to – including
offline purchases made in-store or on the phone and
non-transactional conversions like app downloads.
Case Study: ekmPowershop proves the power of
mobile-specific search ads
Objective
Build-it-yourself ecommerce solution ekmPowershop
noticed a shift in the devices being used to access its
site and wanted to market to growing numbers of
smartphone and tablet users.
Approach
The company used responsive web design to
overhaul its site, then deployed mobile-specific
search ads to drive new business. Within AdWords,
ekmPowershop created mobile-specific ads including
a call extension, then paid close attention to metrics
in order to optimise for all devices.
Results
1. Of searches on top terms, 8% are now from
smartphone, 8% from tablet
2. 7% of conversions now from smartphone, 12% from
tablet
3. 9% of incremental cross-device conversions
attributable to smartphones
4. Compared to desktop, smartphone acquisition is
20% cheaper and tablet acquisition is 32% cheaper
47
MMA APAC 2014 Yearbook
Fig. 2: ekmPowershop’s mobile-specific search ads
Approach
Land Rover ran Range Rover campaigns on mobile,
search, display, social and YouTube. A YouTube
homepage takeover included an expandable
masthead ad that played a video when clicked by
viewers. To extend the creative’s impact across the
Google Display Network, the company used an
Engagement Ad format called Masthead in Lightbox.
Appearing initially as in-page ad, after a two-second
rollover this expanded to the centre of the screen
where users could watch the full video.
Results
1. 100 million impressions and 12% engagement rate
on YouTube homepage masthead
2. 11 million further impressions and
engagement rate on Masthead in Lightbox
Mobile Video: The Future of Brand Marketing
While it is clear that searching via smartphone has
become an integral part of people’s lives, you would
be wrong to think the marketing opportunity ends
there. Video presents an incredible opportunity for
brand marketers to engage with audiences. Of all the
time users now spend watching YouTube, 40% is on
mobile devices.4 So how can marketers successfully
make the most of these circumstances to connect
with consumers? Pay attention to two important
guidelines.
Think multi-screen, build for mobile
In a multi-screen world, mobile should not be
thought of as just the second screen. Research on
user behaviours suggests that mobile is as important
as a main screen. Beyond TV and laptop, consider
what role video can play for your campaigns on
smartphones. Looking across your activity on all
other channels, think of ways to build companion
experiences tailored to smartphone users.
Create in-the-moment experiences
While marketers have traditionally sought consumers’
attention as they sat in front of a television in their
living rooms, mobile video consumption is changing
that. As mobile captures consumers’ full attention at
home or on the go, brands now have the opportunity
to reach people anywhere. Devise ways to deliver inthe-moment, real-time experiences to make use of
that full attention.
Case Study: Land Rover drives sales through crosschannel marketing
Objective
Knowing that most auto shoppers today start their
car search online, Land Rover wanted to reach
these consumers on all devices at every point in the
purchasing funnel with messaging about its Range
Rover model.
4 Think with Google, https://www.thinkwithgoogle.
com/articles/youtube-insights-stats-data-trendsvol6.html
48
3.85%
3. Online leads now responsible for nearly 15% of
Land Rover’s total sales.
Mobile Video and Millennials
Google and Ipsos researched 1,519 smartphone
owners ages 18 to 34 who were asked to keep a
detailed diary of all of their online and offline video
interactions for a day. In a typical day, 98% reported
using smartphones to watch video content – higher
than the reach of any other device.
When millennials watch video on smartphones, they
are far less distracted than when watching video on
any other screen, including TV. When respondents
watched video on TV, it was the sole activity just
28% of the time. The rest of the time, they were
involved with another activity, such as eating, using a
computer, chatting to a friend or cooking. But when
respondents watched video on their smartphones, it
was the sole activity 53% of the time.
Home is not the only place millennials are watching
mobile video; 34% of mobile video minutes were
watched while people were out and about. People
watching digital video outside the home are also 1.8
times more likely than average to be meaningfully
engaged, because they are likely to be watching video
for active purposes, such as looking for information
or exploring a passion.
Making Video Advertising Work
It used to be the case that a commercial break was
just that – a break in the middle of the entertainment
you had tuned in to watch. But now we are
experiencing an exciting shift; brands are making ads
so good that people are seeking them out in order
to watch and share. Today, the best ads out there are
not just a break from the entertainment – they are the
entertainment. Four key factors that apply to mobile
and desktop contribute to the widespread popularity
of YouTube’s leading ads, so bear these in mind when
planning your own campaigns.
Context is king
Many of the most popular ads on YouTube are tied
to cultural events and magic moments that capture
the imagination of viewers. In a way, this is nothing
new: brands have always used events to connect with
audiences. What has changed is that any given big
moment now offers hundreds of digital moments,
not just during, but also before and after the event.
And of course that is where mobile is often the goto device. Fans are using YouTube to extend shared
experiences, which gives brands a wider opportunity
to engage.
Fresh is best
It is the end of the repurposed TV ad. Today, the most
popular ads on YouTube are made specifically for
YouTube, featuring long formats and topics designed
to spark conversation. In the past, brands had to be
brief – a 30-second segment was the norm in the
context of interruption. Not so anymore; YouTube
ads embrace the absence of limitation when it comes
to length. That is because when viewers choose to
watch an ad, they will give brands much more than
30 seconds out of their day.
Target hearts, not wallets
While ads once existed to sell, leading ads on YouTube
emphasise emotion over product insight. Advertisers
are targeting hearts, not wallets – which creates a real
connection that can form the foundation of a more
meaningful brand relationship. Instead of describing
a product in a technical way, using price as a central
point or putting the brand front and centre, these ads
tap into human feelings to convey their message.
Collaboration and sharing
Many brands are collaborating with celebrities to draw
upon the stars’ existing fan bases and to boost the
entertainment value of adverts. Successful YouTube
advertisers also have embraced the idea that creative
and entertaining content demands to be shared.
Although friends might be physically separated,
through sharing they can watch “together”.
“The most popular ideas are those where brands
are thinking like publishers, not advertisers. They’re
mashing together the skills of documentary, music
video and advertising to create amazing, shareable
content.”
– Graham Bednash,
Director of Consumer Marketing, Google
SUMMARY
It is clear that we are all increasingly connected to
our pocket-sized supercomputers, relying on them
not just for communication but also for commerce,
education, entertainment, navigation, photography,
research and much more. The mighty smartphone
is where users are spending more and more of their
time – if you want to gain their attention and engage
with them successfully, embrace mobile search and
video to be present in the moments that matter
during your consumer’s day.
Matt Brocklehurst is Product Marketer, Mobile Ads,
Google. He was previously with Yahoo!, Latitude,
Thomson Reuters, Financial Times, Euromonitor
and Linklaters. He graduated from the University of
Nottingham. He is on the IAB UK Mobile Board and
UK Mobile Marketing Association’s UK board.
49
MMA APAC 2014 Yearbook
MOBILE MARKETING and
CONTENT
CONSUMPTION
Dr. Beverly Harrison,
Senior Director – Research, Yahoo!
Mobile devices and mobile usage continue to
outpace desktop with strong increases year-overyear worldwide. According to IDC 2014 reports,
estimates are that mobile devices will be up from 2.8
billion in 2013 to 3.4 billion in 2014, with at least 1.6
billion users worldwide connecting to the Internet on
these mobile devices. While the number and variety
of mobile apps and devices has evolved rapidly,
mobile advertising is still in the early stages with
massive growth projected as leading companies
experiment with new formats, better personalization,
and better integration into content streams. For
example, Gartner estimated 400% growth in mobile
ad revenue from 2011 to 2016 with an estimated
worldwide forecast of $11.4 billion in 2013, with
mobile revenue typically making up more than 5060% of the revenue streams over desktop for many
tech companies. As a consequence, understanding
mobile use and content consumption patterns is
crucial to future advertising and marketing on mobile.
We outline here some of our recent research results
that look at both current mobile use patterns and our
thoughts on exciting future opportunities.
This is clearly quite different from the much lengthier
sessions and application use one sees on desktop.
What does this mean for content consumption?
Users are much more focused on doing smaller tasks
quickly and thus are more sensitive to pop-ups, takeover ads, or other items that slow down these fast
transactions. Furthermore, an average day shows
about 100 app launches with about 18-20 key apps
meaning users are flipping rapidly between these top
18-20 apps. It additionally appears that users may be
more concerned with clicking links that will take them
out of the existing app and onto difference pages, or
unknown pages, or into another app and thus click
behavior may vary more on mobile where users seem
more reluctant to click (and hence seem to scroll
within app more). This would suggest streaming
content feeds that do not require traversing links for
content will be more successful at preserving this
mobile context within app. Similarly, in-stream ads
may be less disruptive for the same reasons.
We conducted a study of mobile app use for a
five-month period from January through May, 2014
comprising 477,000 users on Android devices. In
concert with this, we additionally conducted an indepth study of teenagers’ use of mobile over an 18day period to see where there were consistencies or
differences from the adult use patterns. Often, teens
are considered among the most rapid early adopters
of new technologies (e.g. Richtel, 2012) and thus we
use this, in part, as an indicator of broader possible
adoption trends with adult populations.
The one caveat to this short and bursty mobile app
interaction pattern is apps for video consumption
(e.g. YouTube, Hulu, Netflix, video news feeds). These
tend to be viewed more in evenings (by both teens
and adults in our studies) and are considerably longer
sessions than the <1 minute observed for all other
app categories. Usually, video consumption also
occurs more at home and not in workplace or school
contexts. Thus, the types of task flow and tolerance
to interruption here may provide a very different
advertising expectation. (Again, note this was looking
at video viewing on smartphones themselves, not on
tablets or TVs, which is perhaps somewhat surprising
given the screen size.)
Across both teens and adults in our studies (Rafalow
et al, 2014; Carrascal & Church, 2014), typical
smartphone app use is less than one minute and
very bursty, with use occurring throughout the day.
Smartphone use for both teens and adults in our
studies average about three hours per day (this
number appears to be increasing year-over-year).
What might this mean for the design of new content
feeds or new apps? The opportunities we are exploring
through our research prototypes take advantage of
these patterns of fast and focused mobile device use,
tightly linked to what we know about user’s daily
habits. We have built several test systems to better
understand personalized and aggregated content
50
feeds in a variety of use contexts. More specifically,
we investigated an “alarm clock” overview of your
day app that could read users an aggregated feed of
that user’s local weather, their commute route traffic,
their calendar appointments, top new emails, and top
news.
In this test prototype, the visuals on the phone screen
are synched to the text that is being read, thereby
enabling users to listen while doing other morning
activities or glance at the screen at any time. We
are experimenting here with both content feeds and
audio ads to see whether or not users’ experience
of radio shapes their expectations for brief ads
interspersed with content in this style of app. This
content feed is highly personalized to a particular
user, their information and preferences about what
morning information they want. Within this content,
we are testing audio ads that related directly to the
user’s context, for instance, weather related allergy
or flu ads. We know from other ads related work, that
such context-aware ads produce significantly better
user engagement.
In our work on understanding users’ views about
personalization (Yahoo, 2014), we surveyed 6000
users in the US. Almost two-thirds of these users
report that they can tell the difference between
personalized ads and traditional ads and 55% report
they prefer personalized ads. Further survey data
indicated that such users report they are twice as
likely to engage or interact with such personalized
ads over non-personalized ones. About 50% of these
users were also willing, for example, to share more
personal data such as their location if it means that
they would receive more relevant sports, finance, or
news content.
In a second research project, we are exploring the
idea of a “bid for business” model associated with
mobile search queries. For example, two top mobile
search queries are “restaurants nearby” or “gas
stations nearby.” Such queries are frequently done
in anticipation of then going to one of the listed
businesses resulting from the mobile search. Typical
search results provide a list or matching results.
Given this situation, where users are pre-disposed to
visit these businesses, we are interested in near realtime offers (ads) for discounts if users visit the listed
business within a certain time interval of the query as
incentive to influence user visit behaviors.
In one example, this might be presented as a list of
results in response to a gas station query that informs
the user of the top 10 matches but then additionally
suggests a particular gas station is offering an extra
discount right now and is a certain distance from the
user’s current location. An extension to this idea is to
correlate ads shown, for instance those promoting a
retail sale on a particular day, with actual user visits
to retail store locations on the day advertised. In
this way, one could more directly tie real world user
behavior with online ad effectiveness. Such a link is
uniquely enabled by both knowing the ads served
to particular users, and knowing something about
users’ patterns of behavior in the world around them
that occur soon after such ads were observed.
We are also interested in research with emerging
technologies, for example, watches or technologies
for detecting users nearby (such as iBeacons,
BlueTooth Low Energy (BLE), or LTE Direct). These
technologies create new use cases that are, as yet,
largely unexplored but raise interesting opportunities
and challenges. The key idea is to enable local
service or product discovery within a short distance
of the user’s current location (from 10 meters to 500
meters). This could be in-store positioning systems
that determine which aisles or products users are
pausing in front of, or it could be which businesses
users are walking by. We have
Fig 1. An in-car search experience where the user verbally asks for gas stations nearby and the system responds with the number of stations plus a
statement that one station is offering an extra discount right now. This station is location highlighted.
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MMA APAC 2014 Yearbook
built a research prototype to simulate this scenario
where we detect which stores in a large shopping mall
a user is walking closest to. If nearest stores match
the user’s shopping preferences, that store can send
special discounts or sales offers to the user’s phone
or watch (Figure 2).
tailored to fit the small screen and short usage
patterns unique to mobile devices which is resulting
in users spending more time consuming such content
on mobile. Personalization is expected to be crucial in
finding the most relevant content from the increasing
sea of choices.
Fig 2. Proximity detection in a shopping mall where a possible retailer
can send messages to preferred shoppers when they are walking by.
These message could appear or phones or watches as in-the-moment
sales incentives.
Beyond content, the type and variety of apps
continues to explode. Users can be expected to testdrive and discard many mobile apps with so many
choices and new apps appearing. Mobile devices
readily integrate with other technologies embedded
in users’ cars, homes, TVs, and watches. This creates
interesting hybrid systems where notifications and
information may be coordinated, shared, or moved
between such systems. New opportunities for novel
applications, new content, and new ad or retail
opportunities to integrate into this ecosystem are
moving quickly to catch-up. In this paper, we have
briefly described a few examples of such test systems
that are experimenting with these possible uses.
References:
Carrascal, J.P. and Church, K. (2014). An In-situ Study
on Mobile App and Mobile Search Interactions. (in
press, also available from Yahoo Labs web site)
Gartner (2013). Worldwide Mobile Advertising report,
January 17, 2013.
IDC Worldwide New Media Market Model (NMMM)
2H 2013, Consumer Trends, Worldwide (May 2014).
Richtel, M. (2012). Technology Changing How
Students Learn, Teachers Say. New York Times.
Archive 19 Sept 2013
Wall Street Journal, March 13, 2014, Tech News &
Analysis, “As desktop declines, mobile search boosts
Google revenue”.
Such near-range technologies offer new opportunities
for businesses and users but also pose interesting
challenges. In densely developed urban areas, smart
filtering systems would need to monitor such traffic
to selectively provide any given user only the most
selective and relevant of those services, ads, or
products. Failing in this will create a near-range spam
“cloud” broadcasting too many items to anyone and
everyone nearby. To provide such relevancy filtering
or personalization, users must understand what data
would be collected from them and what the resulting
value or benefit the use of this data provides to them.
This is not unlike the debates, privacy concerns, and
evolution of user location data being provided to and
used by a variety of apps on mobile phones.
These are exciting times ahead as mobile device
use skyrockets, new content is readily available on
demand, new ad formats are created and evaluated,
and new technology “beyond mobile phones” is
explored and tested. More content is being better
52
Rafalow, M., Bentley, F., Lyons, K., Church, K,
and Harrison, B. L. (2014) Three Hours a Day:
Understanding Current Teen Practices of Smartphone
Application Use. (in press, also available from Yahoo
Labs web site)
Yahoo, April 2014. The Balancing Act: Getting
Personalization Right Study, April 2014. White paper
and presentation – released.
Dr. Beverly Harrison is Principal Scientist at Yahoo!
She has worked in industrial research labs for over 15
years including Nortel, Alias (now Autodesk), Xerox
PARC, IBM Research, and Intel Labs Seattle. She
was also with the startup SoftBook Press/Gemstar
International. She holds over 30 patents and serves
on many HCI conference committees.
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MMA APAC 2014 Yearbook
MAKING MAGIC IN THE MOMENT:
HOW SYMBIOSIS DRIVES
MOBILE
ECOSYSTEMS
by Sushobhan Mukherjee - Founder, Narrative Technologies
Mobiles are at the center of the universe for
consumers. Anecdotes and data aplenty attest to this.
Mobile technology is evolving rapidly, smartphone
adoption is climbing steadily across the globe and
creative exploration on mobiles has entered its Age
of Discovery.
Advertising icon Bill Bernbach, one of the most
influential creative thinkers, believed that the
fundamentals of human nature are largely invariant:
Human nature hasn’t changed for a
million years. It won’t even change
in the next million years.
Human nature remains largely constant when it
comes to technology that has analogies in the
immediate past. But what of fundamentally disruptive
technologies?
Mobiles are perhaps the most disruptive technology
invented since the airplane. Both the airplane and the
mobile have made the world a smaller, more intimate
place, bringing people and places intimately and
infinitely closer. As with any disruption, new behaviors
evolve and become part of the mainstream.
Yet, the marketing conversation seems to be playing
out at the margins, seeing mobiles as just another
component in the still evolving digital ecosystem, an
experimental medium that has greater potential than
performance. Indeed, consumers seem to be leading
the mobile revolution, with brands content to follow.
How can brands make the most of the complex,
rapidly evolving mobile ecosystem?
m-Pesa, the Kenyan mobile payments platform
through which over 25% of the country’s GNP flows,
provides clues.
m-Pesa was born as a microfinance loan repayment
pilot project, funded by the Department of Foreign
54
Development of the United Kingdom. Kenya, like
many other developing countries, was largely
unbanked and cash was unsafe to carry because
of high crime rates. Indeed, legend has it that the
evolution of the project to a broad based payment
platform was aided by a pickpocket on a bus. The
victim, a participant in the microfinance pilot, asked
her husband to transfer money through the platform,
so that she could pay for her bus ride. History was
made.
Safaricom, the Vodafone subsidiary who own the
platform, seized the potential to expand the service
from microfinance to all money.
To be sure, it needed channel development, appointing
agents and m-Pesa stores. Yet, it is consumers who
helped transform a loan repayment platform into a
broad based payment mechanism, where one can
send money home, buy concert tickets and yes, pay
for a bus ride.
To continue with the m-Pesa example, the float in
mobile phones, essentially a cash reserve which
earned no interest, has now been evolved into an
interest bearing product called m-Pawa.
Nike Plus, perhaps the originator of the quantified
self revolution that drives wearables and personal
health technology, is another example of brands
and consumers helping co-evolve an innovative
ecosystem. Nike Plus evolved from a proprietary
device which worked with Nike shoes, to a mobile
app that which works with runners irrespective of
the shoe brand they patronize. The transformational
insight was when Nike discovered that users of other
shoe brands had adopted the device by cutting open
their shoes to install a Nike Plus sensor.
Consumers and brands working together are the best
bet for evolution of the mobile ecosystem. Consumer
adoption and experimentation provide vital insights
for brands, who must then seize the initiative and
invest in the next phase of evolution. This symbiotic
relationship is the enduring springboard for ideas
and innovation.
relationship. What we consume as content changes
opinions, which then changes the way things are.
Symbiosis, which scientists now believe to be a
driving force for evolution at par with Darwin’s idea
of natural selection, depends on diverse species
learning to work together, then morph and evolve.
From mitochondria in cells to coral ecosystems, and
from domesticated animals to humankind, symbiosis
drives evolution.
The state of Constant Beta, where Innovation and
Measurement share another symbiotic relationship,
is the third strand of the Symbiosis FrameworkSM.
Closer to history, gunpowder, born in China to aid
religious rituals, evolved into an instrument of war,
thanks to Europeans who discovered its potential to
wreak havoc on walls.
The ability to co-evolve with different species, each
taking advantage of the other, drives evolution in
nature. In technology, cultural interaction drives
innovation.
The Symbiosis FrameworkSM is based on this
fundamental premise. It provides a way of thinking
and acting about innovation by co-evolving with
consumers. Based on three strands, representing
consumers, cultures and innovation respectively,
the Symbiosis FrameworkSM is a holistic approach
to creating vibrant mobile centric ideas which drive
brands.
Emotions and Behaviour have a symbiotic
relationship. How we feel about something increasing
the propensity to enact, how the action makes one
feel changes how one feels about it. Brands investing
in purpose driven marketing realize enhanced brand
equity and increased brand adoption, perhaps a direct
corollary of social media driven global commons.
Context
and
Content
too
share
a
symbiotic
As change agents, marketers and brands must seize
the initiative and redefine the relationships between
players in the mobile ecosystem. Marketing drives
revenues, revenues drive profits and profits drive
innovation, thus creating a virtuous cycle.
The Global Commons, where events in one part of
the world reverberate almost immediately in another,
is driven by social technologies. Social technologies
are fuelled by consumer participation, which is turn
is fuelled by the universal human need to connect
and converse. Participation drives experimentation,
evaluation and evolution of ideas. Whether via
platforms like Facebook, services like m-Pesa, devices
like FitBit or Google Cardboard, mobility must now
coopt humanity, as species do in nature, to create
the next chapter in evolution. And when they do,
mobility enhances every interaction, creating magic
out of every moment.
Are you ready?
Sushobhan Mukherjee is co-founder of Narrative
Technology. He has worked across agency and
client lines, principally with Publicis, JWT, R/GA,
SapientNitro and Discovery Channel. He has lived
and worked in India, USA and Singapore. Sushobhan
has served on the advisory board of the Mobile
Marketing Association, judged at The Effies and
the Festival of Media. He is a mentor at The Hub
Singapore and as an advisor to The Taskshashila
Foundation.
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MMA APAC 2014 Yearbook
PHILAE
MOMENT!
by Naru Radhakrishnan
Chief Client Officer, South East Asia, Millward Brown
After more than a decade of hard work, the Philae
Lander made history on 12 November, 2014 when
it landed on the surface of a comet more than 300
million miles away.
This is the first time a man-made robotic lander will
ride a comet and study close up what happens as it
gets closer to the sun.
Why is this relevant to us?
As marketers we are looking for the Philae moment
to land our brands on the mobile ecosystem.
Just like the Comet 67 P, the mobile ecosystem over
the last years has been on a trajectory that is fast
and fiery. Mobile and tablet penetration have reached
levels in a fraction of the time it took TV to do the
same. In some countries handsets in use already
outnumber the population.
Though far less scientific than landing on a comet,
creating a Philae moment on mobile does come with
its own set of behavioural, technological and legal
challenges.
Despite a general awakening about the significant
marketing possibilities in mobile ecosystem,
leveraging its full potential continues to remain an
ambition.
So what are the factors inhibiting accelerated mobile
adoption?
1. The Big Rift
Gone are the days when brands set the trend and
consumers followed. The advent of mobile has put
technology, possibilities and power in the hands of
consumers. Consumers are far ahead in embracing
technology and brands have remained in the periphery.
While there are many reasons for this, one chief
contributor is the notion of brand-building itself. In
the offline world brand-building was inspired by art,
fashion and entertainment. The marketing ecosystem
developed skills and capabilities that operated from
56
this foundation. However, these inspirations have
been redefined in the digital era and brand-building
has not quite kept up. Everything from advertising
to distribution is struggling to embrace technology
whilst consumers are moving on or have already
moved on.
In short, the Big Rift represents paradigm level
conflict in brand-building thinking and that of its
practitioners. So next time when a marketer says “I
don’t completely get digital stuff”, the best retort
would be “evolve or die.”
2. The Big Idea
One manifestation of the Big Rift conflict is the
concept of Big Idea. Historically, brands have been
built on the notion that there has to be a central idea
expressed coherently via a multitude of touchpoints.
So the idea extended from touchpoint to touchpoint,
remaining faithful to the original, irrespective of its
own limitations vis-a-vis the potential possibilities of
the touchpoint The majority of mobile advertising
today is still plagued by this notion.
This is clearly evident from Millward Brown’s own
research which shows falling impact scores for
mobile campaigns researched across markets over
recent years.
There are three aspects of mobile that necessitates a
departure from the era of Big Idea thinking:
Long Idea:
This is an interesting articulation which explains
how to integrate mobile into a brand-building
campaign. When juxtaposed with Big Idea, Long
Idea propounds a complementary role for mobile
that adds to the sheen of the overall campaign as
opposed just serving as another screen hosting
repurposed ads. Kia’s sponsorship of the Australian
Open exemplifies this the event and brand across
multiple screens. The app allowed the TV viewer to
return the serve from the TV copy using the handset.
The experience was so engrossing that the viewers
demanded more TV copy airing just to return their
serve using their mobiles.
can significantly improve the receptivity and impact
of your mobile brand-building effort. Millward Brown
recently did an interesting study with a rewardbased ad network studying campaign effectiveness.
Across all campaign parameters reward-based
campaigns performed better. It also increased the
brand interaction - like increasing search, store
visits, increase in-purchase intent, and so on. What
is significant was that it out-performed our mobile
norms on all across measures of effectiveness
In summary, the notion of Big Idea needs to evolve
and this requires behavioural and capability restraints
to be removed to unlock full potential of mobile in
brand-building.
Mobile is an Ecosystem:
During the early years of mobile marketing, just
being on mobile was a novelty. This is no longer the
case. Brands need to find an enriching way provide
an unforgettable experience using the whole gamut
of the mobile ecosystem. It may be that experience is
even out of handset as in the case of KitKat Android.
3. The Big Hole
In an era of scarce marketing dollars, ROI is the
universal currency. It is vital to establish effectiveness
of investment behind mobile marketing to accelerate
adoption of mobile as a key pillar of brand-building.
Significant effort and R&D is going into creating
measurement capabilities, particularly by researchers
like us, often in partnership with publishers and
marketers themselves. Millward Brown has already
made significant headway by creating the world’s
largest normative campaign performance database,
by conducting thousands of mobile campaign
effectiveness studies.
KitKat Android was born after Android’s decision to release a new
version of OS named after the popular chocolate bar. KitKat responded
by creating a giant installation of Android made out of its iconic
chocolate bars at Android’s HQ. One single tweet of this installation
from the Android team and re-tweet from KitKat took the world by storm
and has so far delivered almost 5 billion impressions. The idea also
manifested itself on the KitKat packaging in 19 countries. All this without
Android and KitKat Exchanging a cent.
Intimacy comes at a price
Mobile interaction leaves a trail of data that is
invaluable for brands. The affinity that mobile enjoys
with consumers makes it irresistible for brands.
Consumers on the other hand would like their privacy
to be respected and context is critical. Indiscriminate
use of mobile by brands is repulsed and creates
negative impact. This makes it imperative for brands
to evolve a permission-based strategy to integrate
mobile into brand-building like opt-ins, barter-forkind and reward programs.
We have evidence to prove that relevant incentives
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MMA APAC 2014 Yearbook
However, mobile measurement has been rather
slow in evolving to reach the level of universality that is
required. These are due to a range of structural, technological
and legal complexities:
1) Publisher reluctance due privacy
compliance
2) Panel infrastructure complication
4) OS and handset variations
6) Cross media compatibility.
‘Maybe today we didn’t just land once, we landed
twice.’ The mobile Philae Moment may be just as
bumpy, but sooner than later we will all exclaim – “We
are on the Comet!”
Naru is Chief Client Officer of Millward Brown
focussing on building media and digital practice.
He brings more than 20 years of experience across
media. He was previously Chief Operating Officer at
Mediacom in China, and Vice President in Ogilvy.
This really is the final frontier that will make a Philae
Moment for Mobile Marketing a reality.
Back to Philae story, the challenges and achievement
of the momentous and bumpy landing was
summarised in a short sentence by a jubilant Scientist
kia was a lead sponsor of the Asustralian Open tennis. It combined sponsorship of the event with TV ads which integrated
a mobile app to ibcrease the link with both
58
59
MMA APAC 2014 Yearbook
5 MOBILE UX
MISTAKES
TO AVOID
by Rajat Harlalka, Bellurbis
When building mobile interface for their campaigns
and products, brands are faced with perplexing
questions related to the user experience on mobile.
A report from ZDNet says User Experience (UX) is
one of the most critical concerns for enterprises
looking to develop mobile apps while another study
points out that users prefer usability and good user
experience over brand names.
Before we start discussing about some of the
common Mobile UX pitfalls, let us first understand
what UX is.
User Experience is not only about visual design. It
is actually much broader — it involves the scientific
research of users and can answer important
questions about the audience for both new and
existing products. These include:
• Who are your real users and what do these real
users care about?
• How do they actually interact with your existing
product?
• How will users interact with a new version or new
feature?
1. Mobile UX Patterns Are an Extension of Desktop
While mobile UX design has similarities with web
and software design, simply stripping down your
desktop or web experience is not going to do it.
Do not try and mirror the online experience. There
are functions that, frankly, do not make sense to
provide in a mobile app. While drilling down is fine
on the web, mobile users tend to act more linearly a
mobile application. To design a good app, you need
to start from grounds up, identifying the customer
experience you want, and enhancing it with the right
features of your existing product. Great mobile apps
are uniquely mobile, they could not be done the same
way anywhere else.
60
A fundamental difference compared to desktop
apps is that mobile apps will always be subjected
to interruption, whether by an incoming call or the
user’s station arriving. Design your applications such
that it is easy for users to pick up from where they left
off - save states, break larger tasks down into smaller
chunks, and put context throughout. Usually users on
mobile will be on the move, and hence subjected to
lots of distractions. Organize content in a way so that
it is easy for consumers to browse through.
Mobile users want to accomplish tasks, whether broad
(like browsing news items) or specific (like checking
flight times). Every function of your app should be
geared towards helping them to both identify and
then complete their task, and everything else should
be discarded. Try to sense their intent, and aim to
expose the (relevant!) possibilities available at each
stage of the task to the user, so they can swiftly move
through to completion yet fluidly react to uncovering
data they were not expecting.
3. DesigWn For Brand
When choosing whether to design for brand or
device, put your preference on device. Your users
have been using the device much before they start
using your application. Developing custom interfaces
will confuse users, slow down adoption, and put a
significant obstacle in the way of engagement.
Instead, take the principles of the OS-native interface
kit, and subtly style your interface elements without
altering the underlying functions. If you are designing
an app for an Android phone do not use iPhone like
controls, and vice-versa.
Designing for mobile ergonomics requires that we
pay attention to device dimensions as well as the
pragmatic concerns of touch screens. The way a user
holds a device and touches the screen, for example,
influences how easy it is for that user to reach parts
of the screen.
Content-based navigation is a design pattern used
for incorporating seamless transitions between
overview and detailed states. In Uber, you can see
that there are four types of ride services, and instead
of requiring four separate screens to deliver the
necessary information, Uber uses the slider design
pattern to allow for easy toggling between each ride
service. This generates a seamless transition between
options with the swipe of a finger, making the display
of these features very intuitive for the user.
Hit areas, or “areas of the screen the user touches
to activate something,” require adequate space for
the user to accurately (and confidently) press. The
average fingertip is between one to two centimeters
wide, which roughly correlates to somewhere
between 44px and 57px on a standard screen and
88px to 114px on a high-density (“retina”) screen.
Nokia, Apple and Microsoft each recommend
slightly different sizes to account for the nature of
touchscreens.
2. One Size Fits All
The mobile ecosystem has seen several devices
emerge and it is important to consider them in your
UX strategy rather than having one strategy for
all of them. The three most important form factor
reference points would be:
• Mid-size (Tablets, Chrome/Netbooks)
• Transitional (Minitabs - 6-8 inch tablets)
• Pocket (Phones and microtabs or “phablets”)
You should have designs for all three of these form
factors as they represent distinct use cases with
very different capabilities, and be able to transition
between them smoothly. Optimize the journey for
every user on every device. Tablets and smartphones
differ in format, and the manner in which users
consume content and are guided along the path to
purchase should emphasize speed and navigability.
Every platform has its strengths and weaknesses, and
you should know what you are working with. Optimize
images and media for the device; this means scaling
down for smaller devices and making sure images are
sharp enough for the new iPad. Ensure that primary
content is presented in a format supported on the
target device, e.g. you do not want flash content on
iOS devices. You can not design for the iPhone if you
do not know how it works and how it does not.
Best practice by Apple suggests at least 44 by 44
point touch targets; Google suggests at least 48 by
48dp for all UI elements in Android apps — forms
included.
This form’s input fields are only 30px tall, compared
to 44px suggested height.
4. Ignoring Mobile’s limits
And finally, understand the limitations of mobile
devices – constrained hardware resources, screen size
and network bandwidth. Consuming too much power
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MMA APAC 2014 Yearbook
or designing buttons for cursors rather than fingers
and thumb will lead users to delete your application.
Prioritize and present core features from other
channels that have especial relevance in a mobile
environment and enable mobile users to navigate to
the most important content and functionality in as
few taps or key presses as possible.
Always give the user control over multimedia content
by not auto-starting video or sound, by allowing the
user to skip or stop multimedia content and by being
mindful of the bandwidth it takes up. Make it easy
for users to control how their personal information
is shared in a mobile app by asking before collecting
their location data and by allowing them to opt out
of targeted advertising.
like movement, location, sensor data, proximity,
environmental factors, social networks and intent.
Think about using this data intelligently to pleasantly
surprise the user. Think about how you can improve
your user experience with intelligent use of it; using
data the user did not even realise they were giving
off is a great way to create surprising, memorable
and engrossing outcomes. Customer satisfaction is
great but customer delight is even better.
Contextual data also serve as an indication of what kind
of input is expected from them. Anticipate frequently
selected items and make data entry easier for the user
by providing them with pre-populated default values
or prompts based on previously entered data. Map
based apps frequently do so by displaying the name
of possible locations.
Yelp has recently updated its Nearby feature that
now offers suggestions based on user’s location,
previous Yelp check-ins and reviews, and Yelp friends
as well as other data like the time of day and even the
weather. This is a great update because it allows Yelp
recommendations to be truly contextual. On a cold
morning, it can recommend a good coffee shop while
on a sunny day it can point to ice-cream parlours
near you.
Resources
A great resource to start learning about the UX
principles for mobile is the iOS Human Interface
Guidelines. Another great resource for learning the
basics of iOS UX and UI is Tapworthy: Designing
Great iPhone Apps by Josh Clark. Android too has a
few Design Guidelines, and it is always good to have
a look at them when developing apps for Android.
Conclusions
The mobile user experience encompasses the user’s
perceptions and feelings before, during and after
their interaction with your mobile presence. Creating
mobile user experiences that delights a user forces
us to rethink a lot of what we have taken for granted
so far with desktop design. Mobile user experience
is still a developing field, and opportunities for
improvement continue to emerge. But dissecting the
mobile user experience into its key components, and
placing the user’s expectations at the centre, gives us
a conceptual framework for building and evaluating
good mobile experiences.
5. Overlooking Contextual Information
Mobile devices generate a lot of information about
the user apart from the traditional data generated
from a web solution. This data is both a function of
the user, and a function of their environment and
established behaviour patterns. This includes things
62
Rajat Harlalka is the Cofounder and CEO of Bellurbis
Technologies, a mobile and wearable technology
company in India. He has close to nine years of
experience in the mobile industry, and was with
Marvell, Ericsson and Exicon across USA, Nordics
and Hong Kong. Rajat has a B.Tech. in Electrical
Engineering from IIT-BHU and a masters in Marketing
Management.
GLOBAL INITIATIVES, LOCAL MANDATE:
MOBILE MARKETING
AGENDAS
by Adeline-Ausy Setiawan, Media Director Unilever Indonesia and SEAA, and
Maneesheel Gautam, Invention & Digital Leader MindShare Indonesia
In last ten years, there have been so much changes
that now we see consumers are adopting technology
faster than marketers. It has never been as interesting
a time to learn what we see and do what we learn. On
Google, when we typed digital marketing we found
some 230 million pages and when we typed Mobile
marketing there were some 334 million pages. Mobile
has become a centralized connection of people’s life;
advertisers have no choice but to become friends
with this platform. Suddenly the word “mobile” has
increased share of mentions among top and senior
leaders in companies, and among entrepreneur and
technology groups.
In this new screen age, where marketing is like a war,
the debate between global versus local mandate is
no longer valid. In the connected world, initiation
can come from anyone, anywhere – the key is
translating it into consumer proposition with great
speed. This is why companies like Unilever believe
that the company’s fundamental job is to first create
‘brands with purpose’ – purpose that is meaningful
for people’s life – how we build brand love, which is
helping people’s daily lives. It is no longer the game
of hard-selling our products but more of building
connections and providing real value to the audience.
We would like to highlight the seven signs that are
emerging from global-local collaborations that we have
observed and learned from over the past few years.
1. Marketing in a Multiscreen World
Today mobile has added a personalized screen
of entertainment besides TV, laptop and tablets.
Millward Brown’s Ad screen study indicated that a
typical multiscreen user consumes 7 hours of screen
media per day during a 5-hour period. In most
countries, smartphones are now the primary screen,
taking up 2.5 hours of time daily. Smartphones and
laptops dominate daytime screen use while TV
takes center stage in the evenings, when tablet use
also peaks. Most importantly 35% of screen time is
simultaneous use of TV and digital device.
We did multiscreen Mobile + TV when our hair
care brand Sunsilk sponsored Indonesian Idol. We
integrated mobile at the core of sponsorship where
viewers can participate via uploading songs or watch
exclusive content of their favorite contestants’ videos.
This has help in increasing the brand engagement
with program viewers.
2. Dial M for Marketing
Mobile is becoming the center screen of marketing.
Today brands are shifting to multi assets from TVC to
multiscreen assets. Mobile hygiene is the first basic
homework for companies who want to win in this era.
It is actually simply translating your brands’ media
assets to become mobile-friendly. Only when this
hygiene is fulfilled, can we then enable our brands to
connect meaningfully with the audience – a pleasant
mobile-experience in their handset, a smaller screen
but more personalized. Mobile-first thinking comes
next – where we create a mobile as the centric hub,
and allow the platform to become a hero hub. Most
still think that the platform is only euphoria to build
business and focus investment on.
Axe is one such brand for where we created mobile
as a hero hub in Indonesia. We created idea online
the Axe University. It was the first online university
for men to learn how to attract women. There were
three different classes, with three teachers explaining
Axe effect of 3 different variants. More than 1.2 million
minutes of branded university content consumed
with 840,000 organic views made the campaign
featured as a Top 5 Video.
3. Connections over Competition
With increasing numbers of screens, it will be
difficult for brands to fight competition across all
screens. Mobile will take center stage to build more
personalized connections. We have seen the success
of Cannes winning “Khan Kajura Teshan” in India,
where we have created a mobile channel for rural
consumers who do not have any TV entertainment
access. Kan Khajura Tesan literally translates to ‘ear
worm radio channel’ in English. Kan Khajura Tesan
aims to help Unilever India brands engage with
rural consumers in media-dark areas. Kan Khajura
Tesan is the first fully advertiser funded mobile
based entertainment-on-demand initiative in India.
With the changing paradigm on connectivity, rural
63
MMA APAC 2014 Yearbook
consumers now have mobile phones as their first
device. This consumer insight was used to create and
deploy a win-win solution for both the consumers
and the company. Thus was born Kan Khajura Tesan,
an always-on mobile entertainment radio channel
in which the content is interspersed with our brand
communication. With these successful learning we
will soon see Mobile as a ‘Must’ for building consumer
connections.
4. Smart data to target better
Explosion of mobile devices and the individual
expressions from text to pictures and feature to smart
are now becoming a major aspect to recognizing or
identifying who they are and gradually forming part
of their individual identity. With this smart peoplebased data, we can target better based on interest
variables than demographic variables. People-based
data will provide a much better profiling of the target
consumer and that too in realtime across locations
and occasions.
We learned from teen mobile insights that they log
out at night with good night greeting on chats and
Facebook posts in Indonesia. We used this insight
of night greetings and created seven unique and
shareable card designs app cards for social media.
We integrated the Citra Night body lotion message
with those cards to remind teens use the night lotion.
The campaign was targeting to teens by occasions
and profiles. The campaign won at the MMA Asia
Pacific Awards.
5. Hard work for Integration
Explosion of the Internet of Things and in particular
mobile has forced the marketing ecosystem to look at
multiple formats of communication depending upon
time of day across different screens. It really requires
hard work to stitch the system from building consumer
connections, creating content and customizing data.
With such a fragmented ecosystem of technology,
telecom operators and developers, advertisers and
agencies will need to work even harder to bring
them together to create multi-formats multiscreen
engaging mobile-based communications.
One such case was Sunlight where we created loyally
programs through mobile. We had to start publishing
unique codes on all product packs to create the loyalty
program. Then we had to streamline the process with
mobile operators, CRM partners and other agencies.
We realized that integrating across partners needs
continuous alignment on process and updates. We
were successful in creating this program, which has
been now running successfully.
6. Execution is king, Content is queen
With mobile, marketers will need s content engine
to produce and publish a variety of personalized
contents. Brands will act like publishers and the main
challenge would be to serve content, rewards and
amplify brand purpose.
64
This would be the ‘test and learn’ phase era if we
execute and establish an ongoing content stream.
The mobility-based personalized content is new to us.
The best way to learn these rules is by understanding
the audience and creating content based on insight.
One brilliant project that we could think of is Ayo
Indonesia Bisa (‘Come on Indonesia can’) for haircare
brand CLEAR. We created the campaign to ignite
the winning spirit of Indonesia soccer fans for the
newly formed U-19 team. We created voice-based
content from popular U-19 players and created the
customized IVR based call for soccer fans to support
the country teams for upcoming matches.
CLEAR invited all Indonesian people to unite support
for U-19 through voice-based call on mobile. The
campaign evoked an emotional response and it got
support from more than 25 million Indonesians.
7. Have balls for hard calls
We cannot be blindfolded to these rapid changes
happening via mobile adoption. We have to learn
this new medium and we believe cost of learning this
is still less than the cost of failing. It does not need
any consensus. We believe that this would make
marketing interesting. It will allow us to bring new
thinking and curiosity to learn new things. At Unilever
and across agencies, we have always rewarded new
thinking. We think we have started doing well with
this beginning.
It will be a continuous journey in building mobile
capability, demonstrating the impact of mobile and
cultivating Inspiration in the mobile space. Consumers
and technology will evolve at even greater speed.
Therefore companies need to immerse with people
and inject more of the spirit of “being start-ups” –
where everyday is a new innovation and act as fast in
decision making.
Whether we realize it or not, an industry forum
such as MMA does play a major role in cultivating
inspiration and create the necessity for companies to
play and win in mobile. Ultimately there is only choice
left us in this new age mobile world; to become fit to
compete until we are fit to win.
Adeline-Ausy Setiawan is Media Director at Unilever
Indonesia & SEAA. She graduated from Seattle
Pacific University, and has accumulated over 16 years
experience in brand management. She has won
awards for Turbo Charging Digital, Game-changing
returns on marketing investments and winning
media innovations back to back in 2012 and 2013.
She was also recognized as “Women to Watch” in
Asia Pacific Marketing – Campaign Asia 2014.
Maneesheel Gautam heads digital at Mindshare,
Indonesia. He has been in the media field for 16
years. He has been honoured as runner up for “Media
Planner of the Year/Asia” by Media Magazine (Asia).
With a startup-like mind, he is a great passionate
about data and technology.
METRICS AND
ACCOUNTABILITY IN
MOBILE MARKETING
Anindya Datta, Ph.D.
Founder, CEO, Chairman, Mobilewalla
Introduction
Measuring the effectiveness of marketing spend
in general, and advertising spend in particular, are
issues of great importance to CMOs and CFOs. Much
work has been done in this area, often referred to
as Marketing Performance Measurement (MPM),
and Advertising Performance Measurement (APM),
respectively1 2. At a conceptual level, both MPM and
APM consist of two related activities: (a) defining
measurement metrics that depict the performance
of campaigns, and (b) linking these campaign
performance metrics to business outcomes. In both
traditional (e.g., print, TV) and digital (desktop
web) marketing/advertising, such metrics are well
understood. For instance, in digital media, common
advertising performance metrics include measures
such as Reach, Frequency, CTR (Click Through Rate)
and CVR (Conversion Rate). Upon completion of a
campaign, the “spender” i.e., the brand, receives
a report detailing the media properties that were
bought, and how each individual property performed.
Combined with media audience data that is readily
available (such as from Nielsen and Comscore), the
brand is then able to assess the effectiveness of the
campaign spend. In other words, for a campaign
seeking to reach women 30--45, if the final results
indicate that 30% of its budget was spent reaching
consumers outside of this target audience, the
campaign may be assumed to have been about 70%
1 http://www.practicalecommerce.com/articles/60076-How--to--Measure--Lift-­from--Promotion--and-Advertising;
2 http://businesscasestudies.co.uk/adidas/planning-effective--marketing-­strategies--for--a--target-audience/#axzz3ENyLIxyF
http://www.amnavigator.com/blog/2012/08/14/
affiliate--marketing-­measuring--promotion--success/
effective. Over time, and across multiple campaigns,
these metrics are used to create benchmarks that
are then used to compare both campaigns and
associated vendors, thus ensuring accountability.
Mobile Media is Different
Unfortunately, the state of affairs described above
don’t play out the same way when advertising on
mobile media, the fastest growing digital media
segment. It turns out that a remarkably different
set of practices have evolved around mobile display
advertising that greatly impede the performance
assessment of mobile campaigns. Moreover, certain
data that are standard reference in all other media,
(including the desktop web), are hard to come by in
the mobile context, making routine tasks like audience
verification virtually impossible. To appreciate these
differences, consider the following.
1. The typical mobile ad network is blind, meaning
it does not offer details of media purchased in
the course of a campaign. Such systemic lack of
transparency, where the advertiser and its agency
have no knowledge of where ad impressions
were served, only prevails in mobile. When asked
to explicate, ad networks typically offer up the
explanation that contractual obligations with the
publishers in their network prevent them from
disclosing purchase details. While that maybe is
the reason, it is also interesting to note that these
publisher contracts typically require the ad network
to commit to certain threshold number of impressions
(and, by extension, threshold dollars) across a
publisher’s media inventory. For instance, say the Big
Ad Network (BAN) memorializes an agreement with
Renowned Publisher (RP). Assume that RP’s mobile
inventory consists of a set of 100 apps, out of which
2-­-3 are popular (meaning that they are in the top
65
MMA APAC 2014 Yearbook
10 of their respective app store categories) and the
rest are not. This distribution is very typical of most
successful publishers. Typically, the reason that ad
networks like BAN execute such deals is to have
“preferential” access to supply from a super-­popular
app or web site (e.g., Candy Crush Saga, or Weather.
com). However, once the agreement is in place,
BAN has obtained not only the right to monetize
inventory from the 1-­
-2 world--beating apps from
RP, but they are also expected to serve a certain
number of ad impressions on the other 98 apps in
RP’s portfolio, which usually possess few attributes
to attract advertisers on their own. Consequently,
when BAN executes a campaign, in order to fulfill
these expectations (and enjoy continued goodwill
with RP), it seeks to deliver impressions across
these “less attractive” media. Clearly, being blind is
helpful under these circumstances – BAN does not
have to report the tens of millions of impressions it
delivered to the 98 obscure apps, which, if they were
made aware, might cause the client to ask “hard”
questions. The point here is that in mobile, blindness,
and the resulting opacity, turns out to be quite
useful to networks dependent upon large publishers
with diverse portfolios consisting of both popular
and obscure media properties. The effect of such
blindness of course is that brands, or their agencies,
have absolutely no idea where its impressions were
served, and therefore are totally in the dark regarding
how effectively its budget was managed.
measurement has been a big problem, especially
for mobile apps, where 80% of mobile ad display
impressions are served. 3 4 5 Lack of audience data
makes it hard to target specific audience segments,
and even more importantly, makes it impossible
to verify the targeting effectiveness of a mobile
campaign.
2. Mobile media lack audience measurement at
scale: Audience measurement is key to brand
advertising in every media environment. As a result,
media--specific audience measurement vendors
have established themselves worldwide: Nielsen for
TV, Comscore for the desktop Web and Arbitron
for radio for example. In mobile, at-­-scale audience
3 http://www.flurry.com/bid/109749/Apps-­-Solidify-Leadership--Six--Years-­into--the--Mobile-Revolution#.VCTeVfmSySo
4 http://techpageone.dell.com/uk--en/
globalpost/52492/technology/study-­mobile--ads-actually--work--especially--apps/#.VCTePfmSySo
5 http://www.huffingtonpost.com/anindya-­-datta/
success--of--mobile-­apps_b_2860915.html
66
Clearly, without transparency, and effective audience
measurement, mobile advertising will have a hard
time achieving levels of accountability common
in traditional media advertising. That, in turn, will
cause brand advertisers to be wary of this medium,
impeding growth at a scale that has been widely
predicted but yet unachieved.
Anindya Datta is CEO and Chairman of Mobilewalla,
and has pioneered audience measurement in mobile
apps by applying data science techniques on mobile
app data. He earlier founded and ran Chutney
Technologies. He graduated from IIT Kharagpur, and
has M.S. and Ph.D. degrees from the University of
Maryland, College Park.
REACHING AFRICA’S MASSES THROUGH
FEATURE
PHONES
by Ramya Rajan, Marketing Manager - Brands, InMobi
A world apart
In the second quarter of 2013, a remarkable moment
in the history of mobile was recorded when global
smartphone sales exceeded feature phone sales for
the first time, as reported by Gartner. In the third
quarter of 2014, InMobi saw 78% of its global mobile
ad impressions come from smartphones, while
feature phones constituted a measly 4.2%. Samsung
and Apple ruled the roost, collectively accounting for
70% of InMobi global mobile ad impressions.
Consumption in February 2014 found a strong inverse
correlation between wealth and mobile centricity1,
implying unparalleled mobile usage in several African
nations.
Fig.1: Correlation between wealth and mobile centricity
If mobile marketers were to look at these facts and
assume the same smartphone dominance across
Africa, however, they would be dead wrong. Africa
is unique, and the second most populous continent
in the world sees its own mobile market dynamics.
Mobile marketers looking to tap into this growing
market must pause and understand its intricacies.
Economically, Africa is behind European, North
American and most Asian markets. Disposable
income across most African nations is extremely
low, and the average GDP per capita remains among
the lowest in the world. The IMF notes that in 2013,
9 out of the 10 poorest countries in the world were
in Africa, and the remaining see an extraordinarily
low GDP per capita based on PPP. Moreover, easy
access to electricity and the internet cannot be taken
for granted. “The Internet is still seen as a luxury in
countries like Zambia, where a reported 15 percent
access the web,” the Telegraph reported in 2014.
Given this context, it is not surprising that global
mobile marketing strategies are often not directly
applicable to this growing market. While smartphones
are poised to explode in Africa in the coming years,
feature phones are currently far more prevalent due
to their affordability. Additionally, research by InMobi
and Decision Fuel (now YouGov) on Global Media
Mobile is also found to have a greater influence on
purchasing behaviour in countries with lower average
income, particularly African countries like Kenya and
Nigeria.
The ground is ripe for marketers to positively touch
consumer lives in this region. However, immense
diversity exists not just within the continent, but also
within various countries in Africa. South Africa alone,
1 A measure of how central mobile is to people’s
lives
67
MMA APAC 2014 Yearbook
for instance, has eleven different national languages
and has very different standards of living across
the population. Africa is hardly heterogeneous, and
needs to be understood in terms of separate regions
that are unique mobile markets.
Fig. 2: Mobile and decision making
• North Africa stands out as the region of early
smartphone adoption and has higher adoption
rates than the rest of the continent. InMobi saw
80% of network ad impressions in North Africa
on smartphones in the third quarter of 2014, with
Samsung and Android accounting for a majority of
impressions. However, Analysys Mason notes that
overall smartphone adoption in the region is still
quite low at an average of 10%, and is projected
to reach between 20-30% in the next four years.
In the meantime, feature phones are dominant
in the market, and are expected to steadily
maintain their lead for the next few years. Within
North Africa, Egypt and Morocco are promising
countries for growth. Egypt’s sizeable population
of more than 82 million predominantly looks for
Arabic content, while consumers in Morocco
rapidly absorb French content in media.
• Sub Saharan Africa, comprising the vast majority of
the continent, sees predominant usage of feature
phones on mobile web. In the third quarter of
2014, InMobi saw 77% of network ad impressions
in this region from mobile web, and 56.7% of
ad impressions on feature phones, with Nokia,
Samsung, and other manufacturers accounting for
79% of the impressions. Nigeria shows the fastest
growth in terms of ad impressions, followed by
Kenya and Tanzania.
• This region demonstrates a high growth market
for feature phones, and is expected to see strong
future growth for smartphone connections.
Feature phones are particularly dominant because
of this region’s ‘infrastructure deficit’, as highlighted
by the World Bank’s report, Africa’s Pulse, in 2014.
According to a Mobile Economy Country 2014
report, 38% of the total population of this region
are mobile subscribers. This number is expected
to grow at 7% per year for the next few years.
68
As reported by eMarketer and Ericsson in 2014,
“The rapid increase in low-cost (less than $100)
consumer-centric technology … has played a
pivotal role in driving growth within sub-Saharan
Africa’s mobile market.”
• South Africa is a BlackBerry market that sees high
rates of mobile web access and the most time on
media consumption. In the third quarter of 2014,
InMobi saw 68% of network ad impressions in this
region from mobile web, 58.2% of ad impressions
on smartphones, and 28.5% of impressions on
feature phones. The BlackBerry 8520 accounted
for the highest share of impressions, and Nokia,
Samsung, and RIM capture 75%, but Android is
showing significant growth in this region. South
Africa is also expected to show significant tablet
uptake, according to the IDC in 2014, which
reported that tablet shipments into South Africa
can be expected to grow at 13.5% CAGR between
2014 and 2018.
The feature phone dominance
Overall, Africa is a mature feature-phone market and a
“first-phone” market, which means great success for
marketing on low-cost feature phones. Most African
nations are also primarily mobile-only markets. Most
African consumers, therefore, experience internet
connectivity, online commerce, and education
for the first time through mobile and not personal
computers. This is evidenced by heavy mobile usage,
Techcrunch notes, as feature phone adoption has
shot up from 6% to 40% in the last five years in Africa.
As price is of outmost importance, smartphone
penetration is expected to pick up significantly on
price drops. The World Bank’s Africa Pulse in 2014
reported a strong-outlook for Sub Saharan Africa
in terms of growth, making the market lucrative to
mobile marketers. However, lack of access to reliable
networks and the presence of a strong grey and black
market with defective devices ensures feature phone
domination for the foreseeable future. The mass
market still depends heavily on these devices for
entertainment, education and financing - and is waiting
to be served. The presence of large populations and
low-priced handsets such as the Android One, along
with aggressive promotion strategies, are catalysts
for change. Access to electricity is possibly the most
critical change catalyst, being far more important
than innovative features.
It is not to say that mobile marketing is an impossible
task in Africa. Feature phones simply provide a
platform for mobile marketing in a way that is
different from how it is done on smartphones. An
example is the Excella’nt Competition campaign
initiated by Mobitainment for Wilmar Continental,
for their Excella Cooking & Oils Mayonnaise brands,
executed with a goal of driving sales among lower
income customers. The competition was based on a
barcode entry mechanism, where users could enter
using a free messaging service. They were then able
to continue the conversation even without being
connected to the mobile Internet. The campaign
was a huge hit, resulting in over 150,000 entries
and providing Excella with a substantial database of
potential customers.
Fig 3: Africa’s mobile markets
Within the next four years, a majority of Africans
may become smartphone owners if the network
infrastructure progresses on par with the population’s
appetite for new technology. As seen by this telecoms
graph below, even as smartphone connections grow
steadily, feature phones constitute the majority of
total connections, and are expected to do so for the
next few years. Feature phones are very much the
flavour of the day, and still hold enormous relevance
for marketers.
Fig. 5:: Africa gets Smart, by Dawinderpal Sahota, Telecoms.
Speedy Smartphone Growth
Predictions diverge when it comes to the outlook
for the African smartphone market. Contrary to
the forecasts by IDC estimating the current 18%
penetration rate to double within the next three years,
smartphones may spread faster than anticipated,
according to Techcrunch, which predicts that most
Africans will have smartphones in the next five years.
However, the WDS Global Report warns that the
looming presence of a grey market poses threats to
the advancement of the mobile industry in the region
since such devices cannot “be accurately identified,
supported or configured to access data services on
an operator’s network. This immediately threatens
subscriber profitability”. Additionally, Asymco’s
analysis of GSMA intelligence reports clearly shows
rising growth for smartphones in Africa and the
Middle East only post 2018, and expects the point of
inflection for global growth to be 2017.
Fig 4: When will Smartphones Saturate, by Horace Dediu, Asymco.
Smartphones may see quicker adoption if they are
on par with consumer affordability, as history shows.
Chinese mobile phone maker Huawei’s USD 80 phone,
the Ideos, reportedly holds a 45 percent share in
Kenya, according to ZDNet. The Singularity Hub
reports that Huawei’s phone “sold like hot cakes to
more than 350,000 Kenyans in a country where 40%
of the population lives on less than USD 2 a day.” The
rise of low-cost smartphones could take the region
from its feature phone dominance to the smartphone
growth trail quicker than expected. Additionally, the
move to smartphones could be catalysed by telcos
offering ‘all you can eat’ broadband packages, rather
than prevalent ‘pay as you go’ connectivity packages
that act as an inhibitor to rapid adoption.
Africa’s most wanted: The Audience
Large blue-chip advertisers like Unilever are already
dedicating a sizable portion of their digital budget
to mobile in the region, acknowledging the potential
value that lies in the growing number of young people
with cash in hand. The purchasing power of Africa’s
urban consumers is on a steady rise, and according
to Deloitte, the region has the fastest expanding
labour force in the world, expected to reach 1.1 billion
and surpass India and China by 2040.
The Agency world has been quick to leverage the
power of this growing market. “Contrary to popular
thinking, Africa is not an underdeveloped region – it’s
the second largest and fastest-growing mobile phone
market in the world after China,” says James Hilton,
global CEO of M&C Saatchi Mobile. According to a
report by M&C Saatchi Mobile, brands are already
using mobile effectively and seeing high click-through
69
MMA APAC 2014 Yearbook
rates of between 6-21% in the region. In addition,
African consumers are reportedly comfortable with
mobile advertising (69% of consumers), and find that
it is beneficial in finding new information. InMobi and
Decision Fuel research on Global Media Consumption
in Feb 2014 confirms similar findings for Nigeria and
Kenya, compared to the rest of the world. This is, no
doubt, sweet music to large advertisers.
home-care brand that used audience targeting
based on brand propensities. Our brand promotion
campaign for a food brand saw an average CTR of
1.28% on feature phones. For building brand affinity,
driving traffic, promoting causes, and incentivising
sign-ups, InMobi has successfully taken targeted
campaigns with relevant content to the masses in
Africa.
Fig.6: Mobile comfort factors
Africa is unique in how mobile has been used to solve
problems that have riddled the region for decades,
like poverty or health care. Mobile money services
that bring financial services to the masses, like M-Pesa
in Kenya, are popular. GSMA notes that Sub-Saharan
Africa has nearly 70% of the 82 million mobile money
customers worldwide. Several innovative businesses
like Mixit, a light social network, operating on over
8000 devices, from feature phones to tablets, have
sprung up in the region with the aim of catering
more effectively to the needs of consumers in Africa.
Afrinolly brings movies and trailers into the palms
of consumers, and Spinlet enables the distribution
of African and local music. However, unlike Latin
America or Asia, Africa is yet to see a wave of local
mobile businesses transforming into global success
stories. The absence of these grand successes
affects the mobile ecosystem overall in a small yet
significant way, as successful local businesses would
have paved the way for more innovation, motivation
and investment in the mobile app and advertising
ecosystem.
Given the value of the African consumer audience,
it is imperative for brands to tap into and win the
moments during the consumer decision process that
are most influential towards purchase or use. Luckily,
mobile plays a key role in positively influencing
African consumers. While Internet penetration is
only 11%, mobile reaches 67% of the African audience.
Mobile also brings a whole new set of data and signals
to marketers, allowing them to do far more than they
could in other media. These signals include consumer
locations, mobility, weather and tactile elements, and
access to these signals allows brands to discover
new consumer behaviors and identify new audiences
to drive marketing objectives with unprecedented
accuracy. With greater consumer understanding,
brands can now influence the consumer decision
process with moment marketing.
The growth story unfolds, but slowly
The mobile landscape in Africa is evolving, with
markets like South Africa leading the way for
smartphones. Deloitte estimates that there are
already 10 million active smartphones in South Africa.
Meanwhile, feature phones continue to occupy the
media time of a majority of African consumers. As
the competition between smartphone OEMs remains
fierce with decreasing margins, we can expect to see
smartphone adoption grow in Africa.
InMobi has seen tremendous success with rich media
executions on both smartphones and feature phones.
Our ability to use sharp targeting and creative
insights on mobile to drive purchase and awareness
has helped many of the world’s largest brands. For
example, we’ve seen a 7.5X lift in CTR for a leading
70
The enormous prevalence of feature phones today
cannot be underscored. Nic Haralambous writes that
major challenges in airtime, device cost, electricity,
network coverage and replacement attitudes in
this voice-first market persist, and stand in the way
of immediate and rapid smartphone adoption. As
Techrepublic reports, “Energy is becoming the barrier
to greater connectivity.” Needless to say, a focus
on feature phones to cut through these challenges
and reach the masses today and tomorrow, and on
smartphones to reach the audiences of the future is
imperative. A firm grip on the markets of today, with
a look at evolving markets, will help inform mobile
strategies for Africa in the future.
Ramya Rajan (@rammyrajan) is the Marketing
Manager for Brands at InMobi. Her expertise lies
in market research, marketing and web-product
development, having worked at Optimal Strategix
Consulting, Titan Industries, and the Target
Corporation India. She graduated from the Indian
School of Business and has an Engineering degree
in Information Sciences from PESIT. She’s also a
StartingBloc Fellow for Sustainability and Social
Development.
71
MMA APAC 2014 Yearbook
DYNAMICS OF AUSTRALIA’S GROWING
MOBILE MARKETING
INDUSTRY
by Jonathan White,
VP and Regional Director for InMobi Australia and New Zealand
“Is this the year of mobile?” has been the mantra
widely debated in the Australian marketing and
media industry for the past few years, but it was not
until 2014 that it most likely came true.
Many factors have converged this year to provide
the ideal time for mobile marketing to leap into the
mainstream, including:
1.
Increasing penetration (almost to maturity) of
smartphones in Australia;
2. Promise of greater consumer access to bandwidth
at reasonable speeds offered by the continuing
government and commercial investments into
infrastructure and spectrum access;
3. Consumers embracing mobile like never before;
and
4. Continued exploration of mobile marketing
opportunities by clients and agencies.
Australia’s land mass is roughly the size of Brazil or
the US, but with around 10-15% of the population
of those respective nations. With a population of
almost 23.7 million, Australia’s population density is
therefore one of the lowest on the planet, just above
the Western Sahara and Mongolia. Yet despite this,
Australian’s maintain one of the world’s highest
mobile phone penetrations per capita with over 30
million accounts active at the beginning of 2014.
Smartphone penetration is at 76%, according the
2014 Deloitte’s Mobile Consumer Survey – again, one
of the most advanced in the world.
Added to the strong levels of education, broadband
and Wi-Fi enabled internet access, as well as general
early adoption of new technologies, Australians have
quickly adapted to mobiles as part of their daily lives.
Leading channel for communication, information
and entertainment
According to InMobi’s 2014 Mobile Media Consumption
Survey, 56% of Australia’s mobile web users use their
72
phone as either their primary or exclusive means of
going online (see Fig. 1). For these users, mobile is
the preferred media for communicating, searching
for information and entertainment. In every instance,
mobile now considerably leads desktop, TV and tablets
as the preferred media channel for these activities.
Perhaps more telling, web browsing makes up only
11% of all mobile activity, with an IAB/Nielsen study
in February 2014 indicating that 89% of activity
occurring in apps. The InMobi study also shows that
the average consumer has well over 30 apps on their
phone, but only use 7.2 every 30 days on average, so
the mobile app ecosystem is understandably highly
competitive.
According to a newly released report by the
Interactive Advertising Bureau of Australia, total
advertising expenditure on mobile media in FY14 was
AU$620.2 million, indicating that mobile media has
overtaken magazines in terms of overall advertising
investment in Australia.
In Q314 alone, mobile ad spend was AU$205.5
million, representing a modest 8.2% increase on the
record Q2 figure, but an impressive 87.7% growth on
the same period the previous year.
Of this amount, 55% was committed to search,
while 45% was in display advertising (see slide 3 of
attachment). Mobile contributed 25.7% of general
display advertising dollars, an increase from its
contribution of 15.6% in Q313.
Whilst there are a number of estimates involved,
what is clear from these figures is that the vast
majority of search advertising is captured by Google,
while the lion’s share of display advertising goes
to Facebook, plus a handful of specialist mobile
vendors and direct to publishers. Australia, by its
very nature a technologically advanced, first world
economy constrained by a small population that is
geographically thin, suffers from a lack of serious
competition in many market sectors; media is no
different.
very impactful shift to mobile devices as the primary
source of computing.
The IAB’s Mobile Landscape Study for 2014 shows
that while Australia lags the US by a few points in
most criteria, it is catching up, particularly in the use
of mobile for brand awareness and engagement.
Social, news and video content are the most booked
from an advertiser perspective, with music and
gaming content making solid progress, particularly
in the app environment.
Where is mobile most embraced?
In Australia, mobile has become an important
companion, particularly for the in-between times.
87% of respondents to the InMobi survey use their
device while waiting for something, 74% while
lying in bed, 64% when watching TV and 61% while
commuting. These figures indicate that mobile is
solidly considered a snacking medium, allowing
short-form content and advertising the opportunity
to generate strong engagement.
Location and demographic targeting are the most
popular and most competitive in market at present,
as marketers move from basic data like device type,
operating system, time-of-day and general location,
to more sophisticated forms of audience-based
targeting. 66% of respondents to the IAB study
indicated that they would invest more in locationbased targeting, while 42% indicated demographic
and other audience-based targeting would be a high
priority in the next 12 months.
Interestingly, apart from the immediacy of mobile
and its ability to work well with other media, there
was a noticeable difference in Australian marketers
seeking location and audience targeting over their US
counterparts, who prioritised reach and engagement
as their next highest priorities. This may indicate that
Australians are moving faster to a mobile-first and
mobile-only-campaigns, sacrificing overall reach for
increased ROI.
The other strong trend in 2014 was the shift to
programmatic trading, with nearly 50% of surveyed
mobile buyers trading programmatically in the last
12 months. Many media agencies in Australia are
publicly claiming targets will be significantly higher
than this over the next 1-2 years.
Why the shift to mobile now?
While accessibility and ease of use is often expressed
as the primary strengths of mobile, we are also
seeing significant shifts for financial reasons. As WiFi penetration lifts and mobile coverage improves,
consumers are increasingly looking to bundle their
connected devices into a single telco contract, using
the phone as a tether, or utilising Wi-Fi hotspots
whenever possible. Nearly 20% of respondents in
the latest InMobi survey also pointed to no longer
having a desktop PC at home, indicating a subtle, but
What does 2015 look like for mobile?
Growth in mobile use over 2015 in Australia is likely to
come from social media, followed by general search,
email and downloading apps. Using mobile devices
to view videos is also growing rapidly, with gaming
remaining strong for a number of key demographics
(see Fig. 2).
2014 was definitely the ‘year of mobile’ from a
consumer standpoint. New hardware, better access to
data and more flexible carrier plans have allowed many
Australians to shift their mobile behaviour significantly.
From mobile banking and payments via NFC, to music
streaming and photo sharing, many Australians are true
‘early adopters’ on the mobile life.
We are likely to see a rapid catch-up from the
marketing community in 2015, as the more risk-averse
marketers start to trial the medium and more bespoke
mobile campaigns, using the full functionality of
the modern smartphone as they are developed and
rolled out (often regionally or globally).
Audience and location targeting will remain hot
topics, while video, social and search are likely to
forge ahead and demand larger slices of marketing
budgets.
Jon White is the VP & Regional Director of InMobi
Australia and New Zealand. In a career spanning
over 30 years, Jon has serviced many of Australia’s
largest advertisers, and held senior media roles in
media strategy, planning and buying at Australia’s
largest advertising and media agencies. In the last
five years, Jon has held senior general management
and investment director roles at Aegis Media Pacific.
Prior to all this, Jon navigated warships for a living.
73
MMA APAC 2014 Yearbook
NO MOBILE, NO
NO MARKETING
by Tushar Vyas
CEO, GroupM South Asia
Mobile today is a thread that is connecting many
varied profiles of users across India who use it very
differently given their needs. At the top of the pyramid
are users who use mobile to be always connected
to the Net even when on the go. And at the bottom
of pyramid are new users who were not touched by
wired telecom - rural users who are coming into the
fold thanks to wireless telecom; and also lower SEC
audiences who are connecting to the Internet now
that they have a cost-effective device they can afford
unlike the expensive PC.
Second largest online user base
Today, the mobile phone has an unparalleled reach
in India: TRAI reports a mobile subscriber base of
921 million. But the more interesting story is the
mobile’s evolving smart features and ability to reach
and connect people by becoming the entry point to
Internet and the virtual world. India has 180+ million
active mobile Internet users: over half of this is
unduplicated reach over PC, these are new users who
have never accessed Internet on any other device
but their mobiles. Mobile is helping bypass the big
barrier limiting India’s Internet growth - the high cost
of PCs, which many first time users cannot afford.
More than 56% of smartphone users are online daily
and have multiple sessions. Searching, checking mail
and browsing social networks on the go via mobile
has become a way of life for an entire generation
of Indians. More than 50% of Google and Facebook
users access these services from a mobile device.
Most marketing spends chase the urban population
and affluent rural users. The mobile Internet users are
part of a demographic chased by all leading brands.
But this is just the beginning.
Even higher growth is predicted - Mobile Internet
is estimated to grow manifold in coming years. As
per Mckinsey’s digital predictions, India’s Internet
users will increase to 450 million in 2015 - only 21%
of which will be exclusively on PC, the rest will be
through Mobile or Mobile + PC. Mobile access will be
a huge driver for bringing the next 100 million Indians
online. So what is the significance of the next 100
million internet users?
74
India’s online population will overtake the US
online population, in fact it will bypass the entire
US population. India will also become largest user
base market for many Internet giants since China is
a restricted market for many global media and tech
companies. We will see local innovation, and more
focus and additional investment, as India becomes a
lab for emerging markets.
Connected India = Urban India
Connected Indians: 1.5x English speaking population
The Internet in India will bypass the boundaries of
English language and will evolve to become more
visual and video content led.
We are seeing the movement to a Mobile First Digital World.
Internet and technology will become uncoupled from PCs;
this will be the beginning of the end of the digital distinction.
We will see change in consumer’s expectations of media,
underlined by some emerging trends as below:
Trend 1: From 4th screen to 1st screen
Smartphone will be the screen of choice and first
device for all needs. In India, where the majority
is single television households, mobile will be the
dominant second screen used for content snacking.
India will move from scheduled content consumption
on TV to content consumption through nearest screen
available be it PC or Mobile. Usage will become more
spontaneous and on demand with Generation Now,
marked by an intolerance to delay.
There will be more power to mobile with better
connectivity and added dimension of payment via the
handset. Exponential growth in penetration and time
spend on mobile will result into increased interest
from marketers use mobile as primary medium as
well as companion medium to traditional media.
Trend 2: The visual mobile web
The most popular genre for content consumption
even today by far is movies, sports and music.
Videos are viewed primarily at home. Video viewing
is becoming an entirely social experience - the most
popular way of consuming mobile videos is through
chat and messaging apps.
The marketer and agency ecosystem better
understands video as a format and has more universal
appeal. They must collaborate, curate and create the
right kind of content to engage target audiences.
Trend 3: Made for Mobile Destinations
Earlier PC based destinations migrated onto mobile.
Now Mobile First destinations seem to be the norm
- Whatsapp, Flipboard and Uber being the pioneers
in this new wave. More such local and mobile driven
giants are on the horizon in the coming days.
New custom made advertising and partnership
formats with mobile only ecosystem will help take
targeting and innovation to the next level.
Trend 4: From communication to transaction
Mobile is becoming the bridge between real and
virtual worlds - more and more people are using
mobile to scan information on products and compare
prices in real time while they are in stores through the
web, through augmented reality information layers
and through apps. Mobile will increasingly enable
a seamless connection from media to retail - from
seeing and comparing offers to buying on device.
Trend 5: Search and Discovery aided by Mobile
Search and Discovery remain a key but changing
connector in this ecosystem with added dimensions.
Mobile search is significant now and will continue to
grow in influence – more local and more immediate.
Increasingly voice and visual search on mobile will
become commonplace.
number of brands have committed to ‘news room’
strategies in an attempt to create and amplify assets
with the greatest possible currency and relevance.
This, if it endures, represents a significant new
evolution of the advertising manufacturing process.
New formats will require headline driven calls to
action and instant engagement that necessitate
lightweight interactions and immersive experiences.
The changing perceptions
Marketers are starting to take to this medium in an
encouraging way. Mobile marketing spend in India
is estimated to grow exponentially in the next few
years. But more important than spends will be
the way marketers evolve to use this new medium
intelligently. With Mobile gaining prominence as a
purchasing device and m-commerce predicted to
take off in a big way, the implications are huge. Every
piece of data that makes targeting more intelligent
and more discerning on Mobile will help brands reach
out to the right audience in a streamlined manner that
other media cannot. Segmentation, localization and
contextualization will make for an exciting proposition
that will open up a new era of highly targeted and
highly relevant advertising that may push marketers
to adopt a mobile-first approach.
Tushar Vyas is Managing Partner, GroupM South
Asia, which now has a 300+ member team with
more than 200 active clients. Tushar was also part
of SureWaves start-up team. He has been speaker
at various online, mobile and digital media summits
and is part of IAMAI governing council.
Leveraging on ground
presence to drive this
behavior and optimizing
assets for mobile screen
are important first steps.
Trend 6 : Advertising in
the Stream
The stream describes the
scrolling, always moving,
always new, always-on
media experiences that
dominate today’s Internet.
The stream, represented
by
Facebook,
Twitter,
LinkedIn,
Buzzfeed,
Pinterest,
Yahoo
and
innumerable
mobile
experiences, constitute a
new media phenomenon.
The
stream
is
a
manifestation of ‘real-time
marketing’ or adaptive
marketing. An increasing
75
MMA APAC 2014 Yearbook
UNLOCK THE
POTENTIAL OF
MOBILE MARKETING
by Nguyen Anh Tuan, Sales Director, Adtima
The variety in the mobile ecosystem is opening a
bigger market for mobile marketing and advertising
applications. On new platforms, mobile marketing
is being strongly utilised by many businesses in
Vietnam.
Connecting users
“The Invincible Bull” which was designed by Adtima to
run on Zalo app, won a Gold in Messaging category of
the SMARTIESTM 2014 award. The image of a fun bull
that is emotional and loves sports has sketched out
the young generation’s open minds and warm hearts.
In just one week, there was 360,000 downloads, and
reached 1.8 million downloads after three months.
Another multi-award-winning campaign is from Dove,
Unilever. This campaign was called “Dove Selfie” and
developed based on the dynamic “selfie” movement
in 2013. Dove Selfie was said to be successful when it
was greatly able to convey the new message about
beauty: “You are beautiful when you know to love
and take care of yourself”.
Those campaigns were so successful because they
used the strong interaction among users on mobile,
and became typical case studies in using mobile
marketing. Kittiphan Boonmena, Sales and Marketing
Director of Red Bull Vietnam, said this method
allowed them to quickly reach and directly interact
with their customers and resulted in more effective
outcomes. “The biggest benefit was that we directly
reached to our target customers at a reasonable cost,
this method also helped to evaluate the effectiveness
of the campaign at every moment.”
More than 20 million actively used smartphones
in Vietnam have become the bridge between
brands and consumers. The interaction capacity,
coverage, and low cost are considered as important
advantages that have made mobile the leading star
in the marketing industry in near future. According to
Nguyen Tien Huy, Managing Director of MVV Digital,
the creation of a mobile ecosystem has unleashed
a huge potential for mobile marketing to develop.
76
Since 2013, the mobile environment has gradually
completed with OTT platform; namely, Zalo triggered
the creation of mobile ecosystem, provided higher
ability to connect and symbiosis in mobile marketing.
Picture 1: Images of the Invincible Bull
Also according to Huy, using mobile marketing to
target smartphone users everywhere and anytime has
now become the trend. The high rate of mobile users
opened a big opportunity for mobile marketing, many
companies have pioneered in this field with a hope to
build up an effective advertising platform on mobile.
Nevertheless, to convert opportunity to action, there
are many challenges to be overcome. Firstly, the
ability to understand mobile users’ behaviours and
thinking. Many campaigns failed due to mistakenly
applying reports of foreign buyers’ behaviours. The
second obstacle is the lack of platforms to implement
mobile marketing which forces brands to build
mobile apps without the capacity of maintaining the
connection among users. Thirdly, there must be a
standard effective measurement model to compare
and correctly evaluate the results.
Wisely choose your partners
The role of agency is a crucial factor for the success
of projects. Top leading mobile platform providers in
Vietnam are Adtima (a member of VNG Corporation),
Mobile Ads from Admicro, SoSmart from Goldsun
Focus Media, to name but a few. According to
Kittiphan Boonmena, experienced service providers
in mobile marketing can guarantee their clients
to reach and convey messages directly to the
target customers. Besides, they must be able to
support clients with measurement tools to evaluate
campaigns’ responses via KPIs, such as click through
rate and app activating rate so businesses can control
and take action on time.
supported by service provider or consultants, and
there are many packages for varied budgets.”
Picture 3: Zalo won 20 million users
Picture 2: Dove Selfie – One of campaigns was highly appraised by
mobile experts
MVV Digital cooporated with Adtima to implement
marketing activities via Zalo. Thanks to the strong
connection with the entertainment platforms like Zing,
Báo M-i and Zalo, Adtima’s mobile platforms offer
deeper connection. For instance, Zing Mp3 connects
with music players; Zalo is the communication tool of
almost 20 million users. Huy said: “As for mobile, the
deep connection is the biggest advantage, if users
are willing to spend a lot of time for Zing, Zalo, so
they also tend to interact with marketing activities
more. In future, Adtima can use those advantages to
expand the mobile marketing ecosystem.”
While there are 20 million Zalo users, according to
comScore, they are reaching about 75% of internet
users and link to about 30 other digital news pages.
This agency is also a premium partner of Google,
Youtube and Facebook in Vietnam and sole partner of
InMobi, the biggest independent mobile advertising
network in the world. Sharing about the experience in
choosing partner, Kittiphan Boonmena said Adtima is
one of the pioneers in mobile advertisement and owns
the best mobile marketing platform on the market:
Zalo. “In choosing partners, it’s required to consider
many factors, such as technology and infrastructure,
professional designers, consumer insight knowledge
and realistic strategies.”
Mobile marketing is becoming more popular with
applications from big brands in Vietnam, namely,
Unilever, Samsung, Coca-Cola, Mercedes, Intel, P&G,
Ford and others. However, there are still many entities
have not truly understood the trend and its technology.
Sharing his experience, Huy said: “Observe mobile
users’ behaviours to start, technology factor can be
More than 20 million smartphone users in Vietnam
are creating a potential environment to connect and
receive information, and for marketers to launch
their products to the market. MMA anticipates that
mobile marketing will emerge in the near future and
mobile advertisement is getting closer to the trend of
personalisation, directly reacting to users’ demands
and bringing about higher chance of success for
marketers, compared to traditional media. According
to Adrian McNamara, Ogilvy One’s Creative Director:
“With a huge amount of users, regular frequency and
ability to be flexible accordingly to users’ demands,
Zalo is attracting many businesses, and agencies
who wants to reach to mobile users.”
Picture 4: Mobile is a rich land for marketing
Nguyen Anh Tuan is Sales Director for Adtima
(VNG), for whom he delivers on its promise:
optimised results. He has over 12 years of experience
developing internet products in Vietnam, and has
consulted and developed platforms for several
online newspapers as well as mobile products. He
was earlier co-founder and CEO of ePi Technologies,
which received investment by IDG Ventures.
77
MMA APAC 2014 Yearbook
THE LANDSCAPE OF MOBILE IN
VIETNAM AND CRITICAL INSIGHTS FOR
APPROACHING
M-CONSUMERS
by Ricardo Glenn, Digital Director, TNS Media Vietnam
The process of watching TV has been changing
driven by two megatrends – the growth of connected
mobile devices and the availability of more video
content through the internet. The data taken from a
recent IAB report shows how usage of smartphones
and tablets is growing rapidly (see Fig. 1).
In most countries it has been the take-up of the tablet
and smartphone that is having the most impact on
TV. The first tablet – iPad V1 – was only launched 4.5
years ago. There is more screen choice and more
internet connectivity which is offering opportunities
to new disruptive providers. It is TV, delivered to the
television set, computer or tablet, but not tied to any
schedule.
Fig. 1: Diffusion and usage of mobile devices
Fig. 2: TV viewing habits
TV has also thrived financially, and not just in terms
of subscriber growth. It was achieving compound
annual growth of 5.2% at a time when the internet was
fundamentally changing people’s media consumption
behavior and revolutionizing the advertising business.
Fig.3: TV financial growth
We see that TV viewing overall has steadily increased
over the past ten years (+16 min SINCE 2003) – now
an average of 3h53 mins (see Fig 2).
78
Online video advertising is growing faster than
traditional TV advertising globally, and internet has
been growing much faster: 78% of the quarters have
experienced positive growth over the prior quarter
since 2003. Markets like US report revenue for online
advertising higher than 23 billion USD per year (for
online video).
Search continues to lead ad formats, while mobile
continues steady growth, in the US. Mobile revenues
in HY 2014 continue to increase format share,
overtaking banner ads. In other markets, nearly two
in five digital ad dollars spent by advertisers in South
Korea will go toward mobile internet format 38.4%
in 2014, and is expected to grow to 73% by the year
2018.
In Vietnam around 90% of the population has a mobile
and most claim they had being receiving advertising
on it. The bad news is that that the campaigns are not
well planned and are not having a good impact on
the users. Here are some market highlights:
—— Media type respondent finds the ads most useful
in making purchasing decisions: 1.9%
—— Media Type Rank # 1 respondent finds the
advertising most annoying: 29.3%
—— Media type respondent finds there is too much
advertising in the South East (excluding Urban
HCMC): 19.8%.
In sum, there is a business opportunity here but it has
to be done the right way.
15 to 19 years (50%), 20 to 24 years (56.5%), 25
to 29 years (49.8%), 20 to 34 (38.7%), 35 to 39
years (29,5%)
4. Smarphone ownership in the two key cities:
Hanoi (60.3%), Ho Chi Minh City (53)
5. Operating System nationwide: Android (48.6%),
iOS (19.7%) IOS; in the two key cities: Android
(40.3%), iOS (38.8%).
6. Vietnamese are using their mobile largely for
texting and speaking, but around 51% of them
use it to access internet in the urban and 32.2%
in rural, and there is an increasing trend to see
television on mobile devices.
Factors to consider when you are planning a mobile
campaign include: who are your audiences, what is
the objective of your campaign, is the objective of
the campaign is just to create awareness, do you
want people to click on a link to make a purchase,
what are you doing to attract people to the website,
what happens when they land on the website, what
impact are we expecting after we finish our campaign,
and how are we going to measure the results of the
campaign.
So before you launch your next big campaign just
remember three key points:
Lessons learned: mistakes in mobile marketing
—— Users on mobile act differently than users on
desktop
Research and analysis reveals four common kinds of
mistakes in mobile marketing.
—— People use mobile with different motivation than
other media
Poor Execution
Marketers need to realize that if they are running a
mobile campaign, the need to make sure whatever
message being sent is compatible with different
devices.
Following the path of online advertising
We need to change our mindset and think beyond
what we already know in internet advertising – mobile
is a different medium.
Measurement
Mobile can deliver some amazing business
intelligence that marketers never had access to, but
this is often ignored or under-utilised.
No Promotions
Marketers often do not promote their mobile programs
effectively across all promotional platforms.
—— Understand the correct way to approach your
target in each different media.
Remember many marketers are very excited using
online campaign because they think they can save
a lot of money, but a poorly planned campaign can
turn out to be a big loss of money.
Ricardo Glenn is the actual Business Development
Director of Digital and the Cambodia Market, he has
20 years of experience working on Marketing and
Consulting across Mexico, Cambodia and Vietnam,
he worked with top renowned companies Nielsen,
Millward Brown , Epinion and GSK before joining
Kantar Media in 2014, and had serviced many
multinational companies like Coca Cola, Nestle,
General Motors, Mars, Wal Mart, etc.
Avoiding poor execution it one of the key elements
when you are planning any campaigns. Here are
some facts for mobile marketing campaign execution
in Vietnam, starting off with basic market data.
1.
Mobile ownership: nationwide (91.5%), rural
(89.7%)
2. Smartphone ownership: urban (47.4%), rural
(27.7)
3. Ownership of mobile according to age groups:
79
PART 3
BOARD OF DIRECTORS
MMA
APAC
2014 Yearbook
ASHUTOSH SRIVASTAVA
CHAIRMAN & CEO, GLOBAL
EMERGING MARKETS
ANINDYA DATTA
CHIEF EXECUTIVE OFFICER
MINDSHARE
@mobilewalla
ANDREW KNOTT
VICE PRESIDENT - DIGITAL
DON KIM DONGHYUN
ASSOCIATE DIRECTOR,
ASIA, DIGITAL AND MOBILE
MARKETING LEADER
@ThisisAshutosh
MCDONALD’S CORPORATION
@andrewknott1
MOBILEWALLA
PROCTER & GAMBLE
ROHIT DADWAL
Managing Director, APAC
Mobile Marketing Association
MICHELLE FROAH
SENIOR VICE PRESIDENT GLOBAL PRESTIGE BEAUTY
DEVRIES GLOBAL
@MichelleFroah
CHEUK CHIANG
CEO ASIA PACIFIC
AMBRISH JAIN
VP MARKETING
OMNICOM MEDIA GROUP
DEVRIES GLOBAL
GRAHAM CHRISTIE
CHIEF COMMERCIAL OFFICER
& CO-FOUNDER
LEAH JIMENEZ
DIGITAL MEDIA GROUP HEAD
BIG MOBILE GROUP
@leahbesajimenez
DAMIEN CUMMINGS
VICE PRESIDENT & CHIEF
MARKETING OFFICER
KF LAI
CEO & CO-FOUNDER
LENOVO
SMART COMMUNICATIONS, INC.
@BigMobileNews
BUZZCITY
PHILIPS ASEAN & PACIFIC
81
MMA APAC 2014 Yearbook
BESSIE LEE
CEO
JOE NGUYEN
SENIOR VICE PRESIDENT, APAC
WPP CHINA
COMSCORE, INC.
JOSHUA MAA
FOUNDER & CEO
LEONARDO O’GRADY
DIRECTOR ASEAN
INTEGRATED MARKETING &
COMMUNICATIONS
MADHOUSE INC.
THE COCA-COLA COMPANY
VISHNU MOHAN
CEO
HAVAS MEDIA ASIA PACIFIC
82
ATUL SATIJA
VICE PRESIDENT & MANAGING
DIRECTOR, APAC
@vishnumohan
INMOBI
DICK VAN MOTMAN
Chairman & CEO
RAHUL WELDE
VICE PRESIDENT - MEDIA
Dentsu Aegis Network South East
Asia
UNILEVER
DAN NEARY
VICE PRESIDENT OF ASIA
PACIFIC
ROBERT WOOLFREY
MANAGING DIRECTOR - SEA
FACEBOOK
@robwoolfrey
MAGGIE NG
DIRECTOR, DIGITAL MEDIA
ALAN YAN
FOUNDER & CEO
PRUDENTIAL CORPORATION ASIA
ADCHINA
@atulsatija
@RahulWelde
MILLENNIAL MEDIA
83
PART 4
MEMBERSHIP
MMA
APAC
2014 Yearbook
MMA Overview
Most marketers agree: Mobile is transforming
marketing and businesses like nothing else we have
seen or will see in our generation. Over the last
few years we have witnessed how those marketers
tapping into the power of mobile are driving
significant business growth and getting closer to
their consumers than ever before.
“The MMA’s global efforts in developing mobile
standards and best practices, focused on supporting
our success as a marketer has greatly helped us
better understand how to more appropriately
increase our investments in mobile and stay ahead
of our competition.”
VP Mobile, CPG Marketer
& MMA Member
The MMA is the world’s leading global non-profit
trade association comprised of more than 800
member companies, from nearly 50 countries around
the world. Our members hail from every faction of
the mobile marketing ecosystem including brand
marketers, agencies, mobile technology platforms,
media companies, operators and others.
THE MMA’S PURPORSE
The MMA’s mission is to accelerate the transformation
and innovation of marketing through mobile, driving
business growth with closer and stronger consumer
engagement. Anchoring the MMA’s mission are four
core pillars all focused on delivering the highest level
of value to our members:
Cultivating Inspiration: Aimed at the Chief
Marketer; guiding best practices and driving
innovation
2. Building Capability for Success: Fostering knowhow and confidence within the Chief Marketer’s
organization
3. Demonstrating Measurement and Impact:
Proving the effectiveness and impact of mobile
through research providing tangible ROI
measurement and other data.
4. Advocacy: Working with partners and our
members to protect the mobile marketing industry.
1.
Mobile Marketing is broadly defined as including
advertising, apps, messaging, mCommerce and
CRM on all mobile devices including smart phones
and tablets. Members include: American Express,
AdChina,
Colgate-Palmolive,
Dunkin’
Brands,
Facebook, Google, Group M, Hewlett Packard,
Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard,
McDonalds, Microsoft, Mondelēz International, Inc.
Pandora Media, Procter & Gamble, R/GA, The CocaCola Company, The Weather Company, Unilever,
Visa, Vodafone, Walmart, xAd, Zenith Optimedia and
many more.
MMA’s GLOBAL REACH It has been said that there is
no medium as global as mobile. The MMA is unique
in that it delivers both global insights and access,
as well as regional relevance to our members. The
MMA’s global headquarters are located in New York
City with regional operations in North America
(NA); Europe, Middle East and Africa (EMEA);
Latin America (LATAM); and Asia Pacific (APAC).
The MMA is governed by a membership elected
Global Board of Directors on a worldwide basis
and by Regional Boards in each respective region.
Each board represents Brand Marketers, Agencies,
Media Companies and Tech Enablers from across
the industry ecosystem. Additionally we have local
councils in 17 countries.
“The Internet changed the booking process. On the
other hand, Mobile is completely transforming the
way our customer’s interact with us at every touch
point including onsite.”
CMO, Major Hotel Chain
& MMA Member
BIG TENT MEMBERSHIP
The MMA is the only global marketing trade group
that represents all parts of the mobile marketing
ecosystem. With a mix of brand marketers, agencies,
media publishers, networks, technology enablers and
others the MMA brings together all industry players
to collaborate, teach, learn, share, build and drive
against a common goal of leveraging the power of
mobile for all.
OUR STRATEGIC FOCUS
The MMA is focused on building a scalable and
sustainable global Mobile Marketing industry by
creating standards and guidelines, best practices,
effectiveness research as well as programs that
reduce the friction in the buying and selling process.
We believe that a successful trade association is the
result of the willingness of the members to collaborate
together, with each member understanding that
collective action will generate better results at
a faster rate than individual actions. As mobile
marketing becomes commonplace, it is essential for
the industry to have a strong trade association that
advocates across the industry at large.
“MMA’s SMoX research insights have challenged
everything for us in how we look at our marketing
mix and optimize our ROI. The in-depth analysis
and data presents us with a significant competitive
advantage and leadership opportunity as a
marketer. Getting there first is key for us.”
SVP Media, Beverage Marketer
& MMA Member
85
MMA APAC 2014 Yearbook
The MMA facilitates the development of this
understanding and accomplishes its mission and
goals by focusing across a number of strategic areas
to deliver maximum value to our members:
opportunity to partner and create thought leadership
for mobile.
RESEARCH AND INSIGHTS
The essence of the MMA’s mission is to help marketers
be more successful with your mobile efforts within
your organization and around the world.
1. The MMA’s proprietary SMoX (Cross Media
Optimization) study being launched throughout
2014 into 2015, for the very first time in the industry,
provides data on the effectiveness of mobile in the
marketing mix. Additionally, SMoX measures mobile’s
optimized level as part of the mix and gives guidance
to marketers on how to achieve the best ROI for
a campaign. Having this type of research at your
fingertips allows you to evaluate your current mobile
spend against those in your vertical. Participating
marketers
include:
AT&T,
Subway,
Colgate,
MasterCard, The Coca-Cola Company, Walmart and
others. This is also the very first time a study like this
is being conducted at a global level including North
America, UK, Brazil, Turkey and China.
“The difference between the Internet 15 years ago
and Mobile, is that you could ignore the Internet.”
VP, Global Package Goods Company & MMA
Member
2. Over 450 Mobile Marketing case studies as well as
creative benchmarks and insights, provide marketers
with wonderful examples of how others are executing
mobile strategies effectively. Our members can use
these case studies, as a way to understand what’s
possible and to inspire further innovation and
activation of your own mobile efforts. Only members
have access to the full case study hub. This year we
intend to add close to 500 additional case studies
from both the Cannes Lions Mobile Awards program
as well as the MMA’s Global Smarties Awards program.
“The MMA is clearly the primary driver in
developing mobile standards and best practices
that support greater investments in the mobile
channel by marketers. It’s their dedication to
driving our business that makes them the best
ROI we have.”
VP Marketing, App Developer
& MMA Member
Insights: The MMA has developed a learning agenda
aiming to provide its members and the industry with
solid insights that promote the understanding and
successful application of mobile marketing. From
mobile data to wearable technology and from CMO
interviews to new approaches for pretesting mobile
creative, the MMA conducts an increasing number
of studies every year, offering its members the
86
EDUCATION
1.
Ensuring consistency in brand messaging and
a consumer’s brand experience around the
world is no small task for marketers. The Mobile
Marketing Playbook gives MMA marketer
members a consistent resource to explain when,
where, and how marketers can use mobile to
spearhead or augment their marketing efforts.
It takes marketers through the process of
mobile strategy development from start to
finish. It provides best practices around mobile
executions, ways to leverage the myriad mobile
vehicles and how companies can effectively
measure and optimize mobile. This valuable tool
is only available to MMA members.
2. Over 50 Webinars around the world, numerous
white papers and best practices provide MMA
marketer members with a core base of education
focused on building and refining skills and
knowledge and delivering an arsenal of credible,
objective selling tools.
3. Customized Education can be developed based
on a marketer’s needs to help you reach Mobile
Maturity.
4. Access to Mobile Experts is key for marketers
who need to make decisions quickly on which
mobile companies to partner with, understand
the latest trends and explore competitive
opportunities. The MMA Team is just a phone call
away and ready to answer your questions as you
process all available options.
EVENTS AND NETWORKING
1.
With over a dozen events around the world,
the MMA delivers the latest content, global thought
leadership and unsurpassed mobile insights across
multiple regions. MMA marketer members can
leverage access to all of these events wherever
relevant for your businesses FREE. This means that
your marketing, innovation, technology and other
teams have unlimited access to attend any MMA
conference at no charge.
a. MMA Education Forums: New York, London, Dubai,
Brazil, Singapore, India, China, Vietnam, Indonesia,
Spain, France
b. Flagship Events: Mobile Center of Innovation at
Cannes Lions Festival, CEO & CMO Summit, SM2
Innovation Summit (Advertising Week)
c. Smarties Awards Program: Global (the pinnacle),
Regional in EMEA, APAC and LATAM and in-country
including South Africa, UK, Turkey, India, Vietnam
and China.
1.
d. Intimate Dinners, Topic Specific Panels and other
Networking Events round out the offering to bring
our big tent membership of buyers and sellers closer
together.
3.
2. Meeting other Members: The MMA helps members
meet and collaborate with other members important
to your business. Whether participating on a board,
working group, council, or simply attending an MMA
event, reach out to the MMA staff and leverage our
connections to help further your goals.
5.
COUNCILS, WORKING GROUPS AND INITIATIVES
1.
At the bedrock of the MMA are a number of industry initiatives, working groups and councils all
focused on driving the mobile industry forward.
These efforts provide a great way for individuals
across the organization to engage very directly
in the development of best practices & guidelines, standards and public policy and strategic
frameworks. A listing of these opportunities can
be found towards the end of this document.
2. Leadership opportunities provide members with
a unique opportunity to sit at the helm of important issues and shape the future of the industry.
You can also leverage the MMA to build your
company’s profile and your personal standing
within the industry at large.
3. MM25 Brand Marketer Group is comprised of 25
of the leading global brand marketers and is focused on helping marketers to more effectively
and efficiently integrate mobile as core to their
overall mix.
GETTING INVOLVED & MEMBER VALUE
MMA Membership offers the opportunity for
companies to effect genuine change benefitting
the worldwide mobile marketing industry. These
companies provide leadership by accelerating
innovation, removing critical industry roadblocks,
and expanding industry awareness. Being part of the
MMA affords the opportunity to make a difference, to
stimulate the adoption and use of mobile, and to break
down market friction and structural barriers. The
MMA is laser focused on delivering critical member
value to our members. Through involvement in the
MMA, companies and their employees receive many
benefits, including the opportunity to:
2.
4.
Influence the direction of the industry by participating in initiatives & research;
Influence industry guidelines, best practices, and
standards;
Develop and nurture new and existing business
partnership and clients;
Leverage the association and MMA community in
public policy matters;
Share and gain recognition for company and individual thought-leadership
“By participating in MMA committees last year - our
first year of membership - I was able to do more
to communicate my company’s thought leadership
than in the 5 previous years of doing it on my own. ”
Head of Market Strategy, Enabling Tech Company
& MMA Member.
6. Gain access to MMA member only content and
get previews of research and other industry insights before publicly announced
7. Get MMA member only discounts to events and
programs
“I am huge fan of MMA initiatives as they keep
on generating great business for us. Plus the
events have rich content and amazing networking
opportunities. I am very happy.”
Head of Advertising, Telecom Company & MMA
Member
8. Network with our extensive membership of buyers and sellers to deepen and further partnerships within the industry
“My sales team of course believes Mobile is a critical
channel, but seeing insights from the MMA’s SMoX
research and getting sales training from Greg
himself turned them into mobile sales experts. It’s
just a whole new level.”
CRO, Publisher
& MMA Member
87
MMA APAC 2014 Yearbook
MEMBERS
&c.INC
3G (China)
AdChina, Ltd. (China)
AdMaster (China)
AdSage Technology Co. Ltd.
(China)
AdSame
Adwo (China)
Aegis
Airpush Inc. (China)
AllMobilize
Allyes Group Pty. Ltd. (China)
Amadzing
Avazu
Baidu
Beintoo
Carat
CATHSTONE
China Unicom (China)
Chukong (China)
Coca-Cola Beverage Ltd (China)
Cooguo
CTR Market Research (China)
Cyber Communications Inc
(China)
D2C (China)
DCCI (China)
Dentsu
Dentsu Rihai
Dentsu_Top
Dianru
Digital Matrix
Digitop (China)
Domob Limited (China)
Dratio
Estar Digital (China)
Fly Advertising(Beijing)
Technology Co.LTD
Fractalist (China)
FuguMobile
General Motors
Google (China)
GroupM (China)
Havas
hdtMEDIA (China)
hdtMobile (China)
Hiiir Inc. (China)
im2.0 Interactive Group (China)
88
InMobi (China)
iqiyi (China)
iResearch Consulting Group
(Asia) (China)
Isobar (China)
Jiandian
Kinetic Advertising Shanghai
(China)
LeTV
Limei (China)
Lomark
Madhouse (China)
Mconnect
MEC (China)
MediaCom (China)
Miaozhen Systems (China)
Mindshare (China)
mJoule (China)
MMX China
Modern Media (China)
NetEase (China)
Nielsen (China)
NIM
o2omobi
Omnicom Media Group (China)
OMP
Optimad (China)
People Daily (China)
PHD
Phoenix New Media (China)
Posterscope (China)
PowerStream (China)
PPTV Online TV (China)
QTT Global Group Company
imited
Rayli (China)
Reckitt Benckiser
Renren Inc (China)
Shanghai Huancai Network
(China)
Sina(China)
Sinomonitor
Smartmad (China)
Social Touch
Sohu (China)
Starcom(China)
Sizmek
Tapjoy (China)
Tencent
Touch Media
Trends Media Group (China)
Trio
Umeng Technology Ltd (China)
Unilever (China)
Velti
Viva Mobile Media (China)
Vivaki Greater China (China)
Vizeum Advertising Ltd (China)
VPon Inc. (China)
WQMobile (China)
Yeahmobi
Youku Inc. (China)
Youmi
Yum! Brands Inc. (China)
3LOQ Labs
AdIQuity
Affle Holdings Pte. Ltd. (AHPL)
Bellurbis Technologies
Big Mobile PTY LTD
Chikka Philippines, Inc
cyber communications inc.
Dentsu Asia Pte Ltd
DeVries Global
e-Learning Edge
Goldsun Focus Media
Indosat
Kimberly-Clark (APAC )
Madhouse Inc.
MCD Asia Pacific, LLC
(McDonalds)
Mobext (APAC)
Mobilewalla Singapore
OgilvyOne (APAC)
Omnicom Media Group Asia
Pacific Pte Ltd
Opera MediaWorks (APAC)
Ozone Media Solutions
POKKT Maiden Marketing India
Pvt. Ltd.
Prudential Corporation of Asia
Rice Communications PTE LTD
Singapore Telecommunications
Ltd
Smaato Pte., Ltd. (APAC)
SMART Communications, Inc.
SMSDome PTE.LTD.
Tyroo Media
Vuclip
Abbott
ACE Group
Adknowledge
AdNear Pte. Ltd.
AdTruth
Afilias Technologies Ltd
(dotMobi)
Airpush, Inc.
App Annie
AppNexus
Bonzai Digital Pvt Ltd
Brandtone Holding Ltd.
Brightcove
BuzzCity Pte Ltd
Campbell Soup Co.
Chiquita
Clear Channel Outdoor
Colgate-Palmolive
comScore, Inc.
ConAgra Foods
Criteo
Datalogix
Dunkin Brands
Electronic Arts Inc
Epom Ltd.
Exponential
Facebook
FRHI Hotels & Resorts
Gemalto
Google
GroupM
Hewlett-Packard Company
Hilton Worldwide
IKEA
Infobip
Johnson & Johnson
JP Morgan Chase Bank
Kantar Media Intelligence
Kellogg Co
Kohl’s
L’Oreal
Lenovo
Manage.com
MasterCard Worldwide
Mblox
mCordis
Mobile Marketing Association
MobiWeb Ltd
Nielsen
Nimbuzz BV
OnStar
Out There Media Holding GmbH
Procter & Gamble
Proscape Technologies
PubNative
Quisk, Inc.
QWASI, Inc.
R/GA
Research in Motion
Rite Aid Corp
RUN>
Sam4Mobile
Sony Mobile
SUBWAY_ Franchise World
Headquarters, LLC
Swrve
Tafi Media
Tapjoy, Inc.
TAPTAP Networks
Teads
Tego Media
Telefonica
The Hershey Company
Turn
Turner Broadcasting System, Inc.
Unilever
uSamp
VISA
Vodafone Group Services Ltd.
Vserv Digital Services Pvt. Ltd.
Walmart Stores, Inc.
wetter.com AG
WMC Global
Wunderman
Yahoo Inc.
Zenith Optimedia
AdChina, Ltd.
DataXu, Inc.
Flurry Inc.
InMobi
mGage
Microsoft
Millennial Media, Inc.
The Coca-Cola Company
The Weather Company
Tune
Urban Airship
Velti
Videology
Voltari
xAd
Admicro
VNG
AkaDigital
eBrand
Friesland Campina
Get
Gmark
GFM
GroupM
Mindshare
Incom
Kantar Media
Keeto
Unilever
Viber
Vietguys
Vserv
Vivaki
Centech
VietbuzzAd
DatViet VAC
Chotot.vn
Creasia
Lava
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PART 5
SMARTIESTM
MMA
APAC
2014 Yearbook
THE SMARTIES™
APAC 2014 WINNERS
MARKETING STRATEGY AWARDS
Brand Awareness
COCA-COLA (JAPAN) CO. LIMITED
and DENTSU LTD.
Unilever China Walls Cornetto
(Ice Cream) and PHD China
Hindustan Unilever and
PHD India.
“Kan Khajura Teshan”
“Cornetto - Express love in 8 seconds”
KIA and MNET
Coca-Cola (Japan) Company,
Limited - Fanta and UM
“KIA “GAME ON”
“Solve the Puzzles, Get Back the Fruit!”
Product / Services Launch
Nivea, OMD Singapore
and Airwave
Unilever Indonesia and Mindshare
Indonesia and InMobi
Mobile App
Unilever / Axe and Mindshare Indonesia & InMobi
“Axe University”
Merries Baby Diaper and Dentsu (Thailand) Ltd.
“Merries Babysitter”
In-App Advertising - Gaming or Other
P&G/Gillette and MediaCom
“Real Racing 3 with Gillette”
Unilever / Wall’s Ice Cream and Mindshare Malaysia
“Wall’s on Waze - ‘Drive-ing’ Impulse Purchase”
Mobile Website
McDonald’s and Mobext
“McDelivery Mobile”
Innovation
Lead Generation/Direct Response/Conversion
Unilever – Zhonghua (Oral
Care) and PHD China. Unilever – Rexona and
Mindshare Malaysia “Zhonghua – One Hundred Million
Smiles”
“Rexona Move – The World’s Longest
Relay Race”
Unilever – Wall’s Ice Cream and Mindshare Malaysia Coca-Cola Beverages (China)
Company Limited and Isobar China
Hindustan Unilever
and PHD India
“Coca-Cola Lyric Bottle”
“Kan Khajura Teshan”
ENABLING TECHNOLOGY AWARDS
“Wall’s on Waze – ‘Drive-ing’ Impulse Purchase”
mCommerce
Promotion
Coca-Cola (Japan) Company,
Limited - Fanta and UM
Mondelēz China and
Isobar China Star India Pvt Ltd and Mindshare Merries Baby Diaper and
Dentsu (Thailand) Ltd. Red Cross and MRM//McCann “The Red Cross Connection”
“Merries Babysitter”
Genki Sushi Hong Kong Limited and Cherrypicks Limited “Genki Sushi Member Recruitment App”
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media Integration
Unilever / Dove Shampoo and Mindshare
Vietnam and Ogilvy Vietnam
“Dove Selfie”
Mondelēz China and Carat China
“‘Play Together’ with Oreo Creates Moments of Connection in China”
Messaging
Red Cross and MRM//
McCann
“The Red Cross Connection”
“Seasonal Security”
Location Based
“My Favorite Cafe - GEORGIA Vending Machine App”
Relationship Building / CRM
“KIA “GAME ON””
PayPal and PHD/ Airwave
“McDelivery Mobile”
Coca-Cola (Japan) Co. Limited. and DENTSU INC.
“Being a Celebrity’s friend is easy!!”
KIA and MNET
McDonald’s and Mobext
“Solve the Puzzles, Get Back the Fruit!” “OREO Family Emojies”
“KIA “GAME ON””
“WEEKLY GEORGIA”
“Gains without Stains”
“Citra Night Call”
KIA and MNET
Adani Wilmar Limited and Neo
Ogilvy India
“Rich Messaging As Story, Storyteller &
Listener”
Unilever / Wall’s Magnum and Mindshare Malaysia
“Magnum - Seducing Women to Magnum Mini House of Pleasure”
CREATIVE AWARDS
Best Brand Experience in Mobile Rich Media
Unilever – Citra, Mindshare Indonesia & Inmobi
“Citra Night Greetings”
Unilever Indonesia, Mindshare Indonesia and Vdopia Inc.
“Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max”
Most Engaging Mobile Creative
Unilever – Zhonghua
(Oral Care) and PHD
China
“Zhonghua – One Hundred
Million Smiles”
Unilever- Citra,
Mindshare Indonesia
& InMobi
“Citra Night Greetings”
Unilever Indonesia, Mindshare
Indonesia and Vdopia Inc.
“Vaseline ‘GANGTENGMAKSIMAL’ –
‘Handsome to the Max”
Universal Sony Pictures Home
Entertainment Australia and Mobile
Embrace’s 4th Screen Advertising
Australia “Her Voice Activated Banner Ad Campaign”
93
MMA APAC 2014 Yearbook
Agency of the Year in Mobile
INDUSTRY AWARDS
Mindshare Indonesia
Marketer of the Year in Mobile
Unilever
Best In Show
KIA “Game On”
Enabling Technology Company of the Year in Mobile
Mobilewalla
Agency Network of the Year in Mobile
Mindshare Asia-Pacific
Publisher/Media Company of the Year in Mobile
Facebook
94
THE SMARTIES™
INDIA 2014 WINNERS
MARKETING STRATEGY AWARDS
Brand Awareness
In-App Advertising - Gaming or Other
Apollo Tyres Ltd & Mindshare
“The Soccer fan hunt in a Cricket Stadium!”
Hindustan Unilever
and PHD India Bhartya Janta Party & Madison
Communications Pvt. Ltd.
“Kan Khajura Teshan”
“H.O.P.E. - How our Prime Minister got Elected”
Adani Wilmar Limited & Neo Ogilvy India
“More than TVC: Let’s give them something to talk about”
P&G & Mediacom Communications P&G & Mediacom Communications “Gillette: MACH 3 Race for Supremacy
“Gillette : The Magic of Feature Phones”
Mobile Website
Promotion
Colgate Palmolive (India) Ltd &
Red Fuse
Hindustan Unilever & PHD
India
“The Next Door Dentist”
“Lux Be the Star”
Product / Services Launch
Tata Sky & Hungama Digital Services
“A Mobile App”
Platinum Guild India &
Maxus India
“A Bridge from Indifference to Desire”
Tata Sky & Maxus India
“Tata Sky Everywhere TV: The Power of Real
Time Marketing”
“Kan Khajura Teshan”
“Your Trusted Beauty Companion”
ENABLING TECHNOLOGY AWARDS
Innovation
Bharatiya Janata Party
(BJP) & VivaConnect Pvt.
Ltd.
“Live Talk”
Hindustan Unilever & PHD India
“Kissan Inspire”
“Asian Paints Mobile Site”
Dabur India & Neo Ogilvy India
Lead Generation/Direct Response/Conversion
Hindustan Unilever &
PHD India
Asian Paints & Thmbstrk
- Indigo Consulting
World Health Organisation - India
& Thmbstrk - Indigo Consulting
“Donate Your Caller Tune Campaign”
BCCL, Samsung, General Motors & TIMES INTERNET LTD
Relationship Building / CRM
“ALIVE STUDIO”
Hindustan Unilever & PHD India
Bharatiya Janata Party (BJP) &
VivaConnect Pvt. Ltd.
“Live Talk”
Castrol India pvt ltd &
Mindshare India
“Kan Khajura Teshan”
mCommerce
“Appiness for the biker by the biker”
Dabur India & Neo Ogilvy India
Paytm & One97 Communications Ltd
“Your Trusted Beauty Companion”
“Paytm App”
CHANNEL / MEDIA STRATEGY AWARDS
Cross Media Integration
Bharatiya Janata Party (BJP) & VivaConnect Pvt. Ltd.
“Live Talk”
Location Based
Colgate Palmolive (India) Ltd &
Red Fuse
“The Next Door Dentist”
“Mountain Dew organizes the Biggest heist of India”
Colgate Palmolive (India) Ltd & Red Fuse
“The Next Door Dentist”
Digital Quotient
“IVR & SMS campaign”
Tata Sky & Maxus India
“Tata Sky Everywhere TV: The Power of Real Time
Marketing”
Best Brand Experience in Mobile Rich Media
Micromax & Interactive
Avenues Pvt. Ltd.
“Your Canvas CAN be bigger!”
“Paytm App”
Castrol India & Mindshare India
“Appiness for the biker by the biker”
Dhoom Game & 99Games Online
Private Limited
“Dhoom:3 The Dhoom Game”
Vodafone & Maxus India
“Vodafone Music Tambola”
Most Engaging Mobile Creative
Mobile App
Paytm & One97
Communications Ltd
““Battle Pack” FIFA audience
targeting”
CREATIVE AWARDS
Pepsico India Private Limited & Mindshare India
Messaging
Adidas & AdNear
Snickers & Mediacom
Communications “Spell Bound”
Micromax & Interactive
Avenues Pvt. Ltd.
“Your Canvas CAN be bigger!”
Vodafone & Maxus India
“Vodafone Music Tambola”
95
MMA APAC 2014 Yearbook
INDUSTRY AWARDS
Agency of the Year in Mobile
PHD India
Best In Show
BJP - LiveTalk
Colgate Palmolive - The Next Door Dentist
Enabling Technology Company of the
Year in Mobile
Nimbuzz
Publisher/Media Company of the Year in
Mobile
Facebook
Marketer of the Year in Mobile
96
Hindustan Unilever
Bharatiya Janata Party (BJP)
THE SMARTIES™ VIETNAM
2014 WINNERS
MARKETING STRATEGY AWARDS
CHANNEL / MEDIA STRATEGY AWARDS
Brand Awareness
Cross Media Integration
Clear - My Kool Vietnam “Unilever / Clear Shampoo | Mindshare
& Lowe Vietnam”
Drive On
“Castrol | Lowe Vietnam”
Knorr Nutri - Pop Quiz
“Unilever / Knorr | Mindshare”
Dove Selfie
Samsung Galaxy V: Selfie to Self-V
“Unilever - Dove Shampoo |
Mindshare & Ogilvy Vietnam”
“Samsung / Galaxy V | Leo Burnett Vietnam”
Clear - My Kool Vietnam “Unilever / Clear Shampoo | Mindshare & Lowe Vietnam”
Promotion
Vaseline - Sundress Project
“Unilever / Vaseline | Mindshare & Ogilvy
Vietnam”
Messaging
Dove Selfie
“Unilever - Dove Shampoo |
Mindshare & Ogilvy Vietnam”
Coca Cola - FiFa World Cup Trophy Tour
“Coca-Cola | Adtima/VNG Corporation”
“Samsung / Galaxy V | Leo Burnett Vietnam”
Drive On
“Unilever / Sunsilk Shampoo | Mindshare &
Ogilvy Vietnam”
Sunsilk- 1 Million Pledge
Mobile App
“Unilever - Dove Shampoo |
Mindshare & Ogilvy Vietnam”
“Momo | Adtima/VNG Corporation”
Lead Generation/Direct Response/Conversion Clear - My Kool
Vietnam YoMost: Turning YoTime into
Valen-Time
“Unilever / Clear Shampoo |
Mindshare & Lowe Vietnam”
“Friesland Campina Vietnam - YoMost |
Leo Burnett Vietnam”
Drive On
“Castrol | Lowe Vietnam”
Dove Selfie
“Cornetto | ClickMedia”
“Unilever - Dove Shampoo |
Mindshare & Ogilvy Vietnam”
Drive On
YoMost: Turning YoTime into
Valen-Time
“Castrol | Lowe Vietnam”
“Unilever / Knorr | Mindshare”
Dove Selfie
MoMo “WORLD CUP BILLIONAIRE”
Cornetto Valentine
Campaign
Knorr Nutri - Pop Quiz
“Red Bull | Adtima/VNG
Corporation”
“Castrol | Lowe Vietnam”
Product / Services Launch
Samsung Galaxy V: Selfie to Self-V
Red Bull - The
Invincible Bull
“Friesland Campina Vietnam - YoMost | Leo
Burnett Vietnam”
Mobile Website
Samsung Galaxy V: Selfie to Self-V
“Samsung / Galaxy V | Leo Burnett Vietnam”
INDUSTRY AWARDS
Agency of the Year in Mobile
Mindshare
Best In Show
Samsung Galaxy V: Selfie to Self-V
Publisher/Media Company of the
Year in Mobile
Zalo
Marketer of the Year in Mobile
Unilever
97
MMA APAC 2014 Yearbook
98
THE SMARTIES™ CHINA
2014 WINNERS
MARKETING STRATEGY
Brand Awareness
Coca-cola & Baidu
Coca-Cola & isobar
Coca Cola Mini Me
Lyric Coke
RB & Mconnect
Durex Fashion Customize Lite Game
Unilever & PHD
Lead Generation / Direct Response / Conversion
Coca-Cola & isobar
Coca-Cola & Baidu
Lyric Coke
Mobile Website
Coca-Cola & isobar
RB & Mconnect
Lyric Coke
Durex Pillow Talk mobile media promotion
AUPRES & Adchina
Adidas & Madhouse
Start From a KISS: AUPRES’s New Makeup
Series Launch Campaign
Adidas Originals Volume Pack
Mobile Campaign
Use of Mobile Social Media
Changan Ford & Walkon
Unilever & PHD
Changan Ford digital World CUP Campaign
Coca Cola Mini Me
Kraft & isobar
Benz and Tencent &
MEC
OREO Play Together Campaign Emojis
Activation
Smart BoConcept Sales on
WeChat
Taikang Life & Tencent
Kraft & isobar
Taikang Insurance “We Care”-Taikang Social
Insurance on Wechat
OREO Play Together
Campaign Emojis
Activation
Coca-Cola & RenRen
Coco-cola graduation celebration Campaign
Social Impact / Not For Profit
Changan For & Sohu
Unilever and AdPeople & PHD
Changan Ford FUN Go, China most
FUN job recruit selection activities
Small Actions, Big Difference
Innovation
LVMH & IM2.0
Mengniu & Baidu
2013 Hennessy Artistry
TSAIC Motor & Adchina
Estee Lauder & Adchina
Origins -- The journey of Water
Resurrection Activation
The small size of large space
New Oriental & Baidu
New Oriental:Letting Dreams Fly
Cross Media Integration
Unilever & AdPeople
BMW & Mconnect
Small Actions, Big Difference
BMW i3 “Born Electric” Campaign
eCommerce:
Benz & Tencent
Burberry & iWeekly
Unilever & PHD
Burberry Art of the Trench
Mobile APP
Coca-Cola & Baidu
Coca Cola Mini Me
Unilever & AdPeople
Kraft & Tencent
Kraft & isobar
Oreo “BE A KID, TO BE WITH
YOUR KIDS”
Small Actions, Big Difference
OREO Play Together Campaign Emojis
Activation
Performance Driver
Focus & Limei
New Focus, a Series Arousing
Continuous Super Driving Experience
Mengniu & Adwo
Estee Lauder & Limei
P&G & Madhouse
Hair care Pantene mobile campaign
Estee Lauder’s Promotion Season near
Christmas, a Perfect Interaction with
Mobile Rich Media
99
MMA APAC 2014 Yearbook
100
MOBILE MAGIC :
WHAT IT TAKES TO BE A
SMARTIES WINNER
Bhomik Chandna
Regional Director of Digital Strategy, Millward Brown, Singapore
Mobile as a media channel offers truly exciting
opportunities for consumer engagement. A global
AdReaction study conducted by Millward Brown
in early 2014 exploring multi-screen behavior and
receptivity to advertising, confirmed the growing
dominance of mobile. The study revealed that overall
screen time in Asia-Pacific is considerably higher
than the global average (439 vs 417 minutes per
day), the majority of which is driven by mobile (36%).
Also, Millward Brown’s MarketNorms database shows
that mobile campaigns outperform online campaigns
across most brand KPI’s including awareness,
message and purchase intent.
In order to better equip marketers to make mobile
work for their brands, it is important to understand
how to use mobile as a vehicle to deliver a holistic
brand experience.
For this purpose, Millward Brown analysed all the
entries (57 in total) for the SMARTIES Awards
in APAC to understand what separates winning
campaigns from the rest. In addition to observing the
judges during the evaluation process to understand
qualitatively the nuances of great campaign entries,
we also conducted a quantitative assessment. Here
is what we found out about what separates a winner.
1. Have a clear end goal in mind - Have clear
campaign goals that relate to the brand
objectives. It is imperative to have goals that are
measureable and hence determine the metrics
for success. This can very easily play into a
test-and-learn philosophy, which is crucial for
leveraging such an evolving media.
2. Have a meaningfully different role for mobile:
80% of the winners had a clear, well-defined
role for mobile within an integrated campaign.
Winning campaigns used the unique strengths
of the channel to meet a business objective,
including location, payments or even targeting.
Simply running banner or video ads is not good
enough. Equally, having a discount coupon
on mobile instead of online does not make it a
differentiating campaign.
It is important that mobile is used:
• To play a critical role in execution, whether it is
as an amplifier of consumer response, or direct
response, sharing or even engagement.
• In a manner that really play to the unique strength
of mobile.
3. Novelty has a great impact: 38% of the gold
winners used absolute new technology or
innovation to create impact. It is also worth
noting that some winners used past ideas in a
completely different manner to create a great
impact.
4. Keep the brand at the heart of campaign: While
technology has a great role to play, it is the brand
that needs to be the hero of any story. Winning
campaigns used insights to bridge the gap
between business need and the role of mobile.
Make the brand the ‘hero’ of the story while the
technology or innovation can be a great propeller
to the impact. Essentially, bring art and science
together for creating a desired impact for the
brand.
5. Synergies work: Utilize the power of integrated
campaigns - 86% of winners used a multichannel strategy. Exposure across different
channels helps reinforce messaging and leads
to incremental impact. It is the media multiplier
effect and an instance where 1+1 is greater than 2
in impact terms.
For instance, Kia in Australia ran TV ads during the
sporting event with an integrated mobile app where
viewers could return a serve from the ads using their
handsets, thus increasing the link with both the event
and spreading the brand across multiple screens.
Conclusion
Mobile holds the potential of how advertising could
be. Being objective and closing the loop between
strategy and results is a good starting point. The
brand needs to take the center stage. Utilizing the
unique strengths of the channel can make a winning
campaign. Integrated campaigns help deliver additive
impact. Lastly, mobile is an ever-evolving media, so
keep experimenting, and make bigger ideas from
small scale tests.
101
MMA APAC 2014 Yearbook
1
Keep the end goal in mind
WHAT DIFFERENTIATES WINNING MOBILE CAMPAIGNS?
70%
of the winners had a clear objective
of increasing sales.
$
2
Brand is the Hero
Make it relevant to your brand.
Keep the brand at the heart of the campaign.
Innovate. Use unique strength
of mobile
of gold winners use new innovation
or technology.
4
Synergies work! Utilise the
power of integrated campaigns
86%
of winners in APAC use multi-channel
strategies.
5
Collaboration : A win-win
strategy
Leverage on hot topics / activity and co-branding with
other reputable brands to bring about a win-win
situation.
102
Why is this campaign successful?
In just five months of the idea coming to life, HUL got more than it set out to – over
8 million subscribers in one region alone. Today, there are 12 million subscribers
and the project covers 60% of the non-TV households in these states, thus creating
a new Media channel in rural India.
Campaign Brief
Use online branded content to reach, engage and inspire our audiences
to find their reason to smile, despite the odds. Partnering with Story
Camera; China’s leading photo app owned by Tencent, Zhonghua added
a first of its kind innovation within the app. Creating ‘SMILE-FIE’
technology that prompted and detected the strength of a smile in the
selfie, encouraged users to smile more and share their Zhonghua smile photos
with their friends.
Why is this campaign successful?
The campaign re-connected with the younger urban female audiences and
delivered Zhonghua’s core promise of helping you discover your smile. By using
integrated branded content and mobile, the campaign has helped audiences find
their reason to smile.
3
38%
Campaign Brief
Kan Khajura Teshan is an always-on-mobile entertainment radio channel
on which the content is interspersed with HUL communication.
Consumers give a missed call to the hotline number and receive a call
back which gives the user access to the entertainment stream. HUL used
consumer insights to create a win-win situation for both. The callers got
access to free entertainment and HUL was able to break out and reach consumers
in rural areas.
Campaign Brief
Samsung Galaxy V made a big twist on the selfie, which is popular
amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V”
stands for “video”. A mobile-responsive web app was created for people
to make a selfie video by uploading selfie photos or snapping a video
and interacting with the letter "V" by typing what "V" is for them.
Why is this campaign successful?
Galaxy V had a smart way of engaging consumers in a manner that is very relevant
to the brand by using letter V as the activities center to drive awareness for the
campaign. The brand also tapped into a very good understanding of Vietnamese
youth behavior, with taking selfies using mobile devices the focal point of the
campaign.
Campaign Brief
The KIA “Game On” campaign evolved from the idea of giving TV viewers
at home the opportunity to feel the speed of an actual tennis serve
coming at them – to virtually put them on the tennis court. It needed to
deliver a realistic experience, work anytime and anywhere (via TV, via
online, via digital outdoor).
Why is this campaign successful?
The campaign takes advantage of multi-screening behaviour instead of fighting it;
you used your phone while watching TV, when online, or even at outdoor events
with digital signage. Being able to play anywhere broadened reach and drove
massive consumer engagement.
Campaign Brief
In the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu
Magic Figure, a super app which has more than 100 million active users.
Users were invited to create their own MINI-ME using this app to stand a
chance of winning a 3D printed MINI ME figurine of themselves.
Why is this campaign successful?
The success of the campaign can be attributed to the collaboration with Baidu
Magic Figure as it provides Coca-Cola a good platform to share its product identity
to create a much broader brand impact. Furthermore, the campaign has unlocked
the potential of 3D technology for the world to see, giving users first hand
experience of a 3D printer.
1
Keep the end goal in mind
WHAT DIFFERENTIATES WINNING MOBILE CAMPAIGNS?
70%
of the winners had a clear objective
of increasing sales.
$
2
Brand is the Hero
Make it relevant to your brand.
Keep the brand at the heart of the campaign.
Innovate. Use unique strength
of mobile
of gold winners use new innovation
or technology.
4
Synergies work! Utilise the
power of integrated campaigns
86%
of winners in APAC use multi-channel
strategies.
5
Collaboration : A win-win
strategy
Leverage on hot topics / activity and co-branding with
other reputable brands to bring about a win-win
situation.
Why is this campaign successful?
In just five months of the idea coming to life, HUL got more than it set out to – over
8 million subscribers in one region alone. Today, there are 12 million subscribers
and the project covers 60% of the non-TV households in these states, thus creating
a new Media channel in rural India.
Campaign Brief
Use online branded content to reach, engage and inspire our audiences
to find their reason to smile, despite the odds. Partnering with Story
Camera; China’s leading photo app owned by Tencent, Zhonghua added
a first of its kind innovation within the app. Creating ‘SMILE-FIE’
technology that prompted and detected the strength of a smile in the
selfie, encouraged users to smile more and share their Zhonghua smile photos
with their friends.
Why is this campaign successful?
The campaign re-connected with the younger urban female audiences and
delivered Zhonghua’s core promise of helping you discover your smile. By using
integrated branded content and mobile, the campaign has helped audiences find
their reason to smile.
3
38%
Campaign Brief
Kan Khajura Teshan is an always-on-mobile entertainment radio channel
on which the content is interspersed with HUL communication.
Consumers give a missed call to the hotline number and receive a call
back which gives the user access to the entertainment stream. HUL used
consumer insights to create a win-win situation for both. The callers got
access to free entertainment and HUL was able to break out and reach consumers
in rural areas.
Campaign Brief
Samsung Galaxy V made a big twist on the selfie, which is popular
amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V”
stands for “video”. A mobile-responsive web app was created for people
to make a selfie video by uploading selfie photos or snapping a video
and interacting with the letter "V" by typing what "V" is for them.
Why is this campaign successful?
Galaxy V had a smart way of engaging consumers in a manner that is very relevant
to the brand by using letter V as the activities center to drive awareness for the
campaign. The brand also tapped into a very good understanding of Vietnamese
youth behavior, with taking selfies using mobile devices the focal point of the
campaign.
Campaign Brief
The KIA “Game On” campaign evolved from the idea of giving TV viewers
at home the opportunity to feel the speed of an actual tennis serve
coming at them – to virtually put them on the tennis court. It needed to
deliver a realistic experience, work anytime and anywhere (via TV, via
online, via digital outdoor).
Why is this campaign successful?
The campaign takes advantage of multi-screening behaviour instead of fighting it;
you used your phone while watching TV, when online, or even at outdoor events
with digital signage. Being able to play anywhere broadened reach and drove
massive consumer engagement.
Campaign Brief
In the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu
Magic Figure, a super app which has more than 100 million active users.
Users were invited to create their own MINI-ME using this app to stand a
chance of winning a 3D printed MINI ME figurine of themselves.
Why is this campaign successful?
The success of the campaign can be attributed to the collaboration with Baidu
Magic Figure as it provides Coca-Cola a good platform to share its product identity
to create a much broader brand impact. Furthermore, the campaign has unlocked
the potential of 3D technology for the world to see, giving users first hand
experience of a 3D printer.
103
PART 6
DATA POINTS
MMA
APAC
2014 Yearbook
Data Sets: Mobile Media in the Asia-Pacific
In this section, we let the numbers speak for
themselves, with tables and figures sourced from
the ITU, GSMA, Ericsson, eConsultancy and other
organisations. The Asia-Pacific leads the world in
terms of mobile subscribers, with a wide range of
network diffusion. Mobile telecommunications has
had a significant impact on GDP, and transforms
sectors ranging from health and education to media
and government.
However, significant gaps and divides also exist
between and within individual Asia-Pacific countries,
especially with regard to mobile broadband. Network
readiness for organisations across the region shows
wide diversity, along with propensity to adapt,
innovate and evolve with new kinds of media and
creative formats.
Mobile is a moving target, as these figures show. As we
evolve from the early stages of 3G mobile broadband
to 5G ubiquitous broadband, the possibilities
afforded by mobile media are indeed limitless. From
shopping and socialising to entertainment and
education, mobile devices are increasingly becoming
a key ecosystem of consumer choice, particularly for
the next generation of ‘digital natives.’
The transition to smart cities, smart business and
smart marketing will be accompanied by wrenching
transformations and culture change. Are you ready
for the mobile shift?
Table 1: Asia-Pacific Mobile Subscribers & Population (source: GSMA)
105
MMA APAC 2014 Yearbook
Table2: Key Global Telecom Indicators for the World Telecommunication Service Sector in 2014 (source: ITU)
Global
Developed Developing
Africa
Arab states Asia-Pacific
CIS
Europe
Americas
780m
1,059m
Mobile cellular
subscriptions
(millions)
6,915m 1,515m
5,400m
629m
410m
3,604m
397m
Per 100 people
95.50% 120.80%
90.20%
69.30%
109.90%
89.20%
140.60% 124.70% 108.50%
(millions)
1,147m 511m
636m
12m
33m
512m
70m
245m
256m
Per 100 people
15.80% 40.80%
10.60%
1.30%
8.70%
12.70%
24.90%
39.20%
26.30%
(millions)
2,315m 1,050m
1,265m
172m
92m
920m
138m
399m
577m
Per 100 people
32.00% 83.70%
21.10%
19.00%
24.60%
22.80%
48.90%
63.80%
59.10%
N/A
11.50%
26%
43%
19%
21%
15%
12%
16%
(millions)
711m
345m
366m
3m
12m
313m
40m
173m
163m
per 100 people
9.80%
27.50%
6.10%
0.40%
3.10%
7.70%
14.30%
27.70%
16.70%
Fixed telephone lines
Active mobile broadband
subscriptions
Mobile broadband growth
2013-14
Fixed broadband
subscriptions
Table 3: Internet users by country: Asia-Pacific (source: Internet Live Stats www.InternetLiveStats.com)
China
India
Japan
South Korea
Indonesia
Vietnam
Philippines
Australia
Pakistan
Thailand
Bangladesh
Singapore
Sri Lanka
New Zealand
Nepal
Malaysia
Myanmar
Brunei
Bhutan
106
Internet
users
One year
One year
growth (%) growth
(users)
Population
One year
growth
(population)
Percentage of
people
with
internet
access
Country’s
share of
world’s
population
Country’s
share of
world internet users
641,601,070
243,198,922
109,252,912
45,314,248
42,258,824
39,772,424
39,470,845
21,176,595
20,073,929
19,386,154
10,867,567
4,453,859
4,267,507
4,162,209
3,411,948
675,074
624,991
277,589
211,896
4%
14%
8%
8%
9%
9%
10%
9%
9%
8%
9%
10%
9%
9%
9%
9%
9%
9%
9%
1,393,783,836
1,267,401,849
126,999,808
49,512,026
252,812,245
92,547,959
100,096,496
23,630,169
185,132,926
67,222,972
158,512,570
5,517,102
21,445,775
4,551,349
28,120,740
30,187,896
53,718,958
423,205
765,552
0.59%
1.22%
-0.11%
0.51%
1.18%
0.95%
1.73%
1.23%
1.64%
0.32%
1.22%
1.95%
0.81%
1.01%
1.16%
1.58%
0.86%
1.30%
1.54%
46.03%
19.19%
86.03%
91.52%
16.72%
42.97%
39.43%
89.62%
10.84%
28.84%
6.86%
80.73%
19.90%
91.45%
12.13%
2.24%
1.16%
65.59%
27.68%
19.24%
17.50%
1.75%
0.68%
3.49%
1.28%
1.38%
0.33%
2.56%
0.93%
2.19%
0.08%
0.30%
0.06%
0.39%
0.42%
0.74%
0.01%
0.01%
21.97%
8.33%
3.74%
1.55%
1.45%
1.36%
1.35%
0.73%
0.69%
0.66%
0.37%
0.15%
0.15%
0.14%
0.12%
0.02%
0.02%
0.01%
0.01%
24,021,070
29,859,598
7,668,535
3,440,213
3,468,057
3,180,007
3,435,654
1,748,054
1,731,250
1,438,018
896,332
396,302
335,915
85,828
279,504
57,875
49,496
23,078
18,079
Table 4: Worldwide mobile subscriptions and network types (source:
Ericsson)
Fig.4: Internet and mobile penetrations in Asia-Pacific as compared to
other regions (source: GSMA)
Fig. 1: Asia-Pacific SIMs, Connection Types and Broadband Penetration
(source: GSMA)
Fig. 5: Economic impact of mobile sector in Asia-Pacific (source:
GSMA)
Fig. 2: Asia-Pacific growth rates (CAGR) in comparison to other regions
(source: GSMA)
Fig. 6: GDP Contribution of mobile communications to Asia-Pacific
region (source: GSMA)
Fig.3: Technology evolution: Asia-Pacific penetration of 2G, 3G and 4G
networks (source: GSMA)
107
MMA APAC 2014 Yearbook
Fig. 7: Telecom evolution in Asia-Pacific: fixed line, mobile, Internet
(source: ITU)
Mobile User Behaviour:
Top Uses of Mobile (percentage of users)
Source: Nielsen Smartphone Insights 2014
Thailand
Communication - SMS/Messaging App
100
Applications - Productivity
91
Browsing - Download
82
Communication - Connectivity
73
Entertainment - Multi-media (NET)
67
Malaysia
Fig.8: Mobile, Internet and broadband user growth in Asia-Pacific
(source: ITU)
Communication - SMS/Messaging App
99
Browsing - Download
95
Entertainment - Multi-media (NET)
93
Applications - Productivity
92
Communication - Connectivity
89
Philippines
Applications - Productivity
92
Communication - SMS/Messaging App
89
Communication - Connectivity
83
Entertainment - Multi-media (NET)
83
Browsing - Download
73
Indonesia
Fig. 9: Mobile channels and technologies: current versus planned use
108
Communication - SMS/Messaging App
98
Applications - Productivity
76
Browsing - Download
70
Communication - Connectivity
64
Entertainment - Multi-media (NET)
63
ONLINE SHOPPING
SURVEY: 2014
Introduction
Country
Sri Lanka
Thailand
United
Kingdom
United States
Vietnam
In a joint survey, the Mobile Marketing Association
(MMA) looked at online shopping behavior among
mobile users. The survey was conducted in April
and May 2014 amongst 3590 respondents from 26
countries (of which 1920 were in the Asia Pacific
region). The survey attempts to investigate the
progress of online shopping as more consumers
access the Internet with mobiles.
Ad Banners Served (end June)
192,899,602
614,703,054
582,888,482
846,051,112
351,659,261
Global Audience Highlights
Methodology
The survey consisted of multiple-choice questions
to cater to the media channel of choice, the mobile
Internet. In many cases, respondents were asked
questions offering multiple selections of multiple
choices. The survey covered countries across The
Americas, Asia, Africa and Western Europe. Particular
focus was placed on the Asia Pacific region and
benchmark markets for comparisons, where relevant,
against previous studies.
1.
Online commerce continues to grow; more people are now shopping online (67%) compared to
last year.
2. By mid-2014 the proportion of users who do not
shop online has dropped significantly (from 41%
in 2013) to 33%.
Fig. 2: Shopping Habits
Fig. 1: Ad banners served
Country
Argentina
Bangladesh
Brazil
China
Colombia
France
Ghana
Guatemala
India
Indonesia
Kenya
Malaysia
Mexico
Nigeria
Pakistan
Philippines
Portugal
Russia
Singapore
South Africa
Spain
Ad Banners Served (end June)
174,769,443
688,392,253
272,207,963
221,774,935
90,076,506
85,654,793
127,744,223
32,577,268
7,612,769,618
5,103,393,829
429,479,677
678,143,679
140,108,308
1,241,032,709
903,397,766
158,910,674
5,437,275
98,682,774
118,226,007
1,461,873,495
45,334,234
3. Overall, a steady growth in online shopping was
observed across all market segments.
4. Electronics (23%), Books (17%) and Clothing
(19%) lead the growth path as the most preferred
online shopping destinations.
Fig.3 : Shopping items
109
MMA APAC 2014 Yearbook
5. This is again reflected in the consumers’ most
recent online purchases.
6. Interestingly, “Others” has shown a considerable growth from 9% to 15% in 2014, suggesting the presence of a larger variety of online
stores.
Fig. 6: Mobile shopping preferences
Fig.4: Shopping destinations
The Role of Mobile
7. 18% of surfers only browse products online,
demonstrating again that the mobile web
drives in-store shopping.
8. The mobile shopper arrives more informed
and probably close to making a decision to
buy with 24% arriving at stores having already
checked availability and prices online!
9. The mobile web continues to drive users to
making informed decisions about their purchase via product information, reviews, and
comparison-shopping while in-store.
Fig.5: Shopping activities in the previous month
11. A similar trend is seen across Asia Pacific
(APAC) markets where a marginally higher proportion of surfers (71%) shop online. In
APAC markets 32% now shop with their mobiles compared to 21% with their PC’s
12. Growth in mobile shopping is expected in
APAC markets too, as 30% would at least consider using mobiles for their shopping.
13. 26% of mobile surfers are not likely to shop on
mobile. Among this group,
14. a third (33%) prefer the experience of shopping in-store and
15. Another third (32%) do not have a debit/ credit card for online transactions. This presents
an opportunity for alternate payment systems
based on mobile money.
• Security concerns (19%) and unreliable
connections (14%) remain significant hurdles
in online shopping.
• Interestingly, about 7% of users are not
likely to shop using their mobile device as
they prefer using their PC/ Laptop.
• (Similar proportions are reflected across
markets in the Asia Pacific region too).
Fig.7: Mobile shopping obstacles
10. Mobile commerce has seen explosive growth
across almost all the 26 countries that were
covered in this survey. More users are now
shopping online with their mobiles (28%) as
compared to their PCs (20%). This is expected to grow even higher as 31% are considering
shopping with their mobiles.
110
16. With few market exceptions, mobile is now at
least on par with the PC. The BRIICS countries
(Brazil, Russia, India, Indonesia, China, and
South Africa) typify what is seen in many other
markets – relatively high PC shopping that is
often matched with mobile usage.
17. The PC, where it still leads, may soon be overtaken. Case in point is China. During its 11.11 shopping festival in 2013, Alibaba (China) revealed
that about 21% of orders were being placed via
mobile devices - up from a 5% the year before.
18. In this study, we find at least 33% of Chinese users ‘will consider shopping with mobile’.
Fig.10: Comparison between PC and mobile-based shopping (iii)
Fig.8: Comparison between PC and mobile-based shopping (i)
The Shopping Experience
• Overall, in 9 out of the 26 countries surveyed,
mobile is the dominant shopping channel with
at least 15-percentage point lead over PCs.
Fig. 9: Comparison between PC and mobile-based shopping (ii)
• In just as many markets there is no clear
preference, although usage of both channels
is relatively high. These markets suggest that
usage is not exclusive and may depend on the
context in which devices are accessed.
19. Not surprisingly, online channels play a vital role
in the decision making process for a large proportion of buyers.
20. Half (48%) transact online and another 18%
browse using online channels as a research tool.
21. There is a steady and significant decline (from
41% in 2013 to 33% in 2014) among those who do
not shop online.
22. The mobile empowered consumer is highly informed and is close to a purchasing decision by
the time he/she arrives at a shop.
• High street shops that are most likely to
fail are those who do not recognise the
connected consumer who,
• Checked availability and prices before buying
at the stores (24%).
• Remained connected while they shop,
• Checking prices to get better prices elsewhere
(20%)
• Checking product reviews (16%)
• Seeking advice from friends & family (19%)
• These consumers can get info from their
phone faster than a shop assistant (22%) and
feel better connected to product information
than shop assistants (15%).
• The informed consumer also has higher
expectations and this survey reveals a higher
incidence of abandoned shopping compared
to last year.
111
MMA APAC 2014 Yearbook
Fig. 11: Mobile Shopping Experience
their mobiles.
8. Consumers are more likely to arrive at a shop
with a clear picture of what they want. In fact, up
to a quarter of consumers (24%) checked availability and prices before buying at the stores.
9. The mobile web continues to drive users in making informed decisions about their purchases including product information, reviews, and comparison-shopping. These activities continue well
into their in-store journey.
10. Notably, their contact with sales personnel is
minimal (and unfortunately unproductive).
Fig. 12: Mobile Shopping Activities and Experiences
•
•
•
•
21% could not get more information,
22% found a better deal online,
24% did not like the selections and
27% felt the items they wanted were not available
or discounted.
23. Fewer this year are engaging sales assistants for
help and it is little surprise that fewer are making
it to checkout queues to even complain about it
or delivery times.
CONCLUSIONS /
RECOMMENDATIONS
1.
2.
3.
4.
5.
6.
7.
112
More people (67%) are now shopping online
compared to last year (59%). Across 11 markets in
the Asia-Pacific region the proportion of online
shoppers has increased to 71%.
By mid-2014 the proportion of users who do not
shop online has dropped significantly (from 41%
in 2013) to 33%.
Not all transact online, as18% only browse products online as part of their in-store shopping
exercise. Clearly mobile web browsing drives instore shopping.
But online transactions do occur. Among mobile
users, 28% shop with their mobiles and 20% shop
with their PCs. Another 31% will consider shopping with their mobiles.
This suggests that mobile is now at least on par
with PC channels.
In some countries, mobile is the dominant
shopping channel. These are noticeably in the
Asia-Pacific region with Malaysia (where 42% of
online shopping is on mobile), Sri Lanka (39%),
Philippines (35%), India (32%) and Indonesia
(28%) among them.
In markets like Bangladesh, Singapore, South
Africa and Russia, where more than 50% shop
online, just as many shop with their PCs as with
11. This creates high expectations among consumers and many more now leave without making
purchases.
12. This makes it important for brands to maintain
their message in online channels so as to influence the decision making process.
13. The starting point for marketers, under the
changing scenario, is to get the digital platform
right, along with the content which not only allows the customer to choose product options
online but presents detailed information on pricing, features etc.
14. Merely driving traffic to these platforms is of little
use if not optimized for user’s device – PC and
Mobile (Smartphones, feature phones and tablets).
To discuss about membership and how you can play an active role in the MMA locally,
contact the appropriate MMA staff in your region.
Asia Pacific (APAC)
Jasveen Kaur - Senior Regional Membership and Marketing Manager, APAC
[email protected]
Ammita Mistry - Consultant - Strategic Projects
[email protected]
China
Amanda Guan - Membership Manager
[email protected]
Maggie Qin - Marketing Manager
[email protected]
Vietnam
Tam Phan Bich, Country Manager, MMA Vietnam
[email protected]
LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam
[email protected]
Asia-Pacific Yearbook 2014
The MMA Asia-Pacific Yearbook 2014: A treasure-trove of
insights into mobile marketing!
This second annual Yearbook of the Mobile Marketing Association
Asia-Pacific takes you from a ‘30,000 foot’ overview of global
trends right into the trenches of mobile marketing campaigns
in each country.
2200 people
25 thought-provoking articles and case studies, country
24 offices
snapshots from across the region, profiles of the MMA leadership
and membership, and comprehensive data sets -- this Yearbook
17 markets
has it all!
What are the hot new trends in mobile media for marketers? How
to tap the vast diversity of the region’s cultures and languages?
What works best for inclusive and targeted marketing? How
can creatives and campaigners stay at the cutting edge of
understanding the mobile consumer?
This Yearbook helps you tackle the opportunities and challenges
in the most dynamic medium of the world’s most vibrant
marketplace!
The premier global non-profit trade
association representing all players in the
mobile marketing value chain
www.mmaglobal.com