apac digital trends october/november 2015
TRANSCRIPT
2015
THE WORKDIGITAL--SOCIALMOBILEE-COMMERCELIFESTYLE
IN Asia-PacificDIGITAL TRENDS OCT/NOV
THE WORKSee the first 360-degree video ads on Facebook
"360-degree marketing" has been an industry buzzword for years, but what about 360-degree advertising? Facebook is starting to test 360-degree video ads with a handful of brands including AT&T, Samsung and Nestle. Facebook officially introduced the virtual reality-lite video format on its desktop site and Android apps in September, and the social network is now bringing 360-degree videos – and ads – to Apple's iPhones and iPads. Read the full article.
Source: www.adage.com
Oreo brings SE Asia together for a “Wonderfilled” music collaborationMondelez International Oreo brand has created a first-of-its-kind regional music collaboration, featuring local music stars from Malaysia, Indonesia and the Philippines. The content was launched on YouTube and in its first two weeks has gained over two million views. Read the full article and watch the video.
Source: www.digitalmarket.asia
THE WORKAnti-smoking ad draws protest in Korea, so it must be working
The cigarette buyers in this anti-smoking ad on behalf of Korea’s Ministry of Health are saying things like “Give me one milligram of laryngeal cancer,” “Give me lung cancer” or “Give me a stroke”, according to the Korea Times. The video was launched this month as part of the “Smoking is a Disease” campaign to curb smoking in the country where 44% of men smoke. Protests by smokers have been made, wanting the ad pulled. Read the full article and watch the video.
Source: www.brandinginasia.comSports hero Li Na is not the hero in this Mercedes-Benz adMercedes-Benz has made an interesting choice in a new China campaign featuring tennis superstar Li Na by positioning her husband as the hero. The ad does not refer to luxury for luxury’s sake and also matter-of-factly delivers a description of male strength based not on status or even traditional masculine virtues. Resonating with many, the brand also preceded the campaign with a teaser video that invited people to think about the true heroes in their lives. Read the full article, watch the video and the teaser.
Source: www.campaignlive.com
THE WORKToys “R” Us gets kids to do their chores with new mobile app
Toys “R” Us has launched a mobile app that makes it fun and easy for kids to earn their most coveted toys after completing the tasks or chores set by their parents or guardians. The app, named “Task for Toys”, was recently launched to solidify the brand’s position as the “Authority of Toys” and to drive purchases in its online store. With plans to run indefinitely, the app is aimed at modern parents who are digitally savvy and spend huge amounts of time on social media, making most of their purchases while on the go. Read the full article.
Source: www.digitalmarket.asia Coca-Cola: #colouryoursummerThis case study shows how Coca-Cola changed teens' attitudes and increased teen engagement with the brand. Coca-Cola understood that teens did not feel Coke was relevant to their world. To fix this they changed the colour of Coke's iconic red cans by launching a new range of limited edition multi-coloured cans that teens could collect, play with and share. The cans were not only in new colours, they were also readable codes that unlocked a hidden, colourful world of games, content and prizes via world-first image-recognition technology. Download the full case study here.
Source: www.warc.com
DIGITAL--SOCIAL
Infographic: Hongkongers on InstagramHong Kong Instagrammers are young and trend-conscious with high spending power, according to a study by Instagram. According to the study, 70% of Instagrammers in Hong Kong are between ages 18 to 34. They have high spending power, are highly educated while 80% of them are employed. Other than friends and celebrities, brands form the third category of interest most followed by local Instagram users. Read the full article.
Source: www.marketing-interactive.com
Warc’s Seriously Social 2015 ReportThis Warc Trends Report analyses the best case studies in social media strategy and draws lessons from them for other brands. The rise of ‘paid social’ and the decline of organic reach, particularly on Facebook, are having an impact, and it is harder for low-budget campaigns to break through. Creativity is strongly linked to social effects, and social strategies are most effective when they use multi-channel strategies and take a long-term focus on customer acquisition. Featured brands include Coca-Cola, US Navy, Virgin Mobile, Oscar Mayer and Pepsi Max. Download the full report.
Source: www.warc.com
DIGITAL--SOCIAL
Here’s how to succeed with real-time content marketingSeeing Oreo’s success with real-time marketing at the Super Bowl in 2014, Adidas invested in a social media war room for the FIFA World Cup. Careful planning and quick thinking have resulted in some of the fastest tweets being sent around key moments in the tournament. Social media war rooms are a way of centralising operations for content creation and communication while enhancing agility, flexibility, and creativity. If used effectively, marketers can leverage them for real-time marketing during live sports events, nationwide celebrations, and even large-scale campaigns or product launches. Read the full article.
Source: www.marketing-interactive.com
Ad execs give Facebook highest grades for social ad effectivenessPaid advertising on social media properties is delivering a solid return on investment, according to marketers. In eMarketer's new report, “Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms,” executives gave paid social media advertising an average grade of B. When it comes to ROI, Facebook and Pinterest received the highest grades, with Facebook earning a B+ and Pinterest earning a B. Read the full article and download the full report.
Source: www.emarketer.com
DIGITAL--SOCIAL
Southeast Asia has among the highest social network usage in the worldSoutheast Asia has some of the highest penetration of social network usage among internet users of anywhere in the world, according to eMarketer’s first-ever forecast for the region, which includes Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Indonesia has the highest social network penetration rate among internet users in Southeast Asia, with 77.4% of internet users visiting a social network at least once a month in 2015. Read the full article.
Source: www.emarketer.com
WeChat route to China's mums Infant nutrition is a hot topic among Chinese mothers with much discussion taking place on WeChat. A study has identified several areas currently lacking in suitable content and which brands could usefully address. WeChat content around mothers and infant nutrition was collected from 92 leading, influential mother and infant WeChat public media accounts, plus 12 mother and infant care key opinion leader (KOL) public accounts as well as 24 brand accounts. Read the full article.
Source: www.warc.com
MOBILEMobile in Asia: Why China is the future of mobile
Bryce Whitwam from Wunderman Shanghai looks at how mobile is rapidly becoming an accepted fact in many areas of life in China, now the world's most advanced mobile society. Lower handset prices and faster 4G connections are enabling this transformation. Mobile has moved on from communications and entertainment to take in transport and payment options. Leading apps are creating holistic consumer experience platforms that brands need to be on. Data analytics and consumer segmentation remain a weak points in the mobile ecosystem. Download the full report.
Source: www.warc.comNumber of companies using Instagram to nearly double next yearSocial network marketing has reached a saturation point, with 88.2% of US companies using at least one of the major platforms this year. But that doesn’t mean growth is stagnating for all social venues, according to a new eMarketer forecast. In particular, marketers are rapidly embracing Instagram (included in the forecast for the first time), signalling that they are intent on diversifying their social media marketing beyond the more established platforms. Read the full article.
Source: www.emarketer.com
MOBILEDigital travel sales in china tip toward mobile
Until just a couple years ago, nearly all digital travel sales in China occurred via desktop or laptop computers. Mobile’s rise in this area has been rapid, and this year, for the first time, most digital travel sales in the country will come from mobile. Mobile travel sales are growing quickly in absolute terms in China. This year, sales have been predicted to reach RMB 224.5 billion ($36.5 billion). That represents an estimated 80.0% increase over 2014 spending levels. Read the full article.
Source: www.emarketer.comMobile phones are top internet access point in TaiwanMobile phones are the No. 1 internet access device in Taiwan, according to June 2015 research. Nearly seven in 10 internet users in Taiwan ages 12 and up used a mobile phone to go online, according to the Taiwan Network Information Center. That put mobile phones 12.5 percentage points ahead of desktop computers. Laptops were far behind—less than a quarter of the internet audience used them to go online. Just 17.0% accessed the internet via tablets. Read the full article.
Source: www.emarketer.com
MOBILEPepsi in China smartphone play
A month after it first indicated it was planning to offer a Pepsi smartphone in China, the soft drinks giant has launched a crowdfunding campaign aimed at raising 3m yuan to build 4,000 handsets. If the required amount is raised, manufacturing will be licensed out to a third party. In its first day on crowdfunding site JD Finance, the Pepsi Phone raised 580,325 yuan, Pocket-lint reported; at that rate the phone should meet its target in the 14 days the process still has to run. Read the full article.
Source: www.warc.comMobile travel booking takes flightSouth East Asia is leading the world in travel booking from mobile devices, recent research has revealed. According to performance marketing firm Criteo, nearly a third (30%) of online travel bookings in the past 12 months in South-east Asia were made from a mobile phone. Worldwide, the average proportion of online travel bookers purchasing via mobile is 23%, with the wider Asia-Pacific region at 27%. Read the full article.
Source: www.warc.com
MOBILEIn China, majority of mobile payment users are male
The mobile payments space in China skews heavily male, according to August data from Tencent. Nearly eight in 10 people who used mobile payments on the Tencent network that month were men, the platform reported. In terms of spending, the male skew was even more extreme: Men accounted for 85% of all transaction value. Read the full article.
Source: www.emarketer.com
Display ads are fading, it’s time to go native: ForresterDisplay ads are losing their effectiveness with mobile-first users in Asia Pacific, with many consumers choosing to avoid them completely, according to Forrester. According to the research firm, 49 per cent of online adults in Asia Pacific avoid ads on websites, and only 10 per cent read, watch or listen to them. Read the full article or download the Forrester report.
Source: www.campaignasia.com
E-COMMERCEThai e-commerce expands
Thai e-commerce is growing and shifting to mobile while Thai e-commerce businesses are eyeing overseas expansion. Two thirds (66%) of Thai internet users shop online at least once a month and more than half (53%) have done so using their mobile devices, according to the Visa Consumer Payment Attitudes Study 2015, which identified trends in payments behaviour and openness to using contactless payments among consumers in six Southeast Asian countries. Read the full article.
Source: www.warc.comIndia's abandoned carts cost billionsIndian e-commerce retailers are leaving billions in potential sales unconverted, with more than half of all customers abandoning their cart before purchase according to new research. A report from Octane Research, reported in Digit India, showed the rate of cart abandonment for online shopping in India stands at 51%, with half of all respondents saying shipping costs added at the end of the shopping process were a purchase deal-breaker and the top reason for cart abandonment. Read the full article.
Source: www.warc.com
E-COMMERCEThe mobile payment opportunity in Southeast Asia
Surging smartphone penetration in SEA has created revenue opportunities for the region's mobile operators, banks, credit card networks, and financial technology startups, all of which are rapidly ramping up their mobile payment capabilities to stay competitive. This report outlines the market trends, usage scenarios, and local mobile payment options available to Southeast Asian consumers and the issues that eBusiness and channel strategy professionals in financial institutions must consider to create successful mobile payment strategies. Download the full report.
Source: www.forrester.comIndonesian ecommerce advertising growsAdvertising expenditure by ecommerce companies in Indonesia jumped 50% in the first nine months of the year according to new data from Nielsen. The market researcher reported that this sector had led growth in television and print media and that their total expenditure for the first three quarters amounted to Rp 2.26 trillion ($163.9m). Read the full article.
Source: www.warc.com
LIFESTYLEBuilding brand loyalty in the next generation of commerce
Believe it or not, a 16-year-old and his or her 56-year-old father are part of the same generation. This generation isn’t defined by age. Rather, its members share the same attitude towards how to apply digital technology to their most mundane, everyday tasks – from finding a parking spot or the latest news headlines, to their food orders and package deliveries. What really stands out is their shared view on shopping and commerce. They prioritize convenience and value an experience that extends far beyond the traditional path to purchase. Read the full article.
Source: www.econsultancy.comWhat loyalty members in India wantMonetary benefits are key to loyalty program members in India—and loyalty programs can mean a lot for brands there. According to a February 2015 survey, 84% of loyalty program members in India are more likely to use a particular airline to obtain better loyalty benefits. Two-thirds said the same about hotels, and 27% agreed when it came to retailers. Read the article.
Source: www.emarketer.com
LIFESTYLEHow smart wearable tech will reshape mobile ads
Every new technological innovation, from desktop computers to mobile phones, has allowed companies to get closer and closer to their audiences, but with the rise of wearable technology, “close” may become an understatement. Wearable tech will not only provide brands with more access to their ideal target audience but it will also produce vital communications information, allowing brands to customize their messaging, target audience individually based on the available rich data aggregated by these new devices. Read the full article.
Source: www.marketing-interactive.comGamification future for China marketing Gaming is such a large part of the culture of young Chinese that they are more likely to respond to gamification in marketing campaigns when they become adults, with 517m, mostly young, gamers who are growing up understanding the incentives offered in games. Read the full article.
Source: www.warc.com
LIFESTYLEIs the healthcare industry prepared for wearables?
Despite growing consumer adoption of wearable devices, one of the groups with the most to gain - the healthcare industry - is still largely ill-prepared to take advantage of the opportunity. In an online survey conducted in September indicated that just 5% of respondents indicated that their organizations were "very prepared" to develop patient insight from emerging data sources like wearables. Read the full article.
Source: www.econsultancy.comDigital video advertising skyrockets in IndonesiaDigital video advertising is up-and-coming around the world, and Indonesia is no exception. By one measure, pre-roll video ad inventory is up 1,635% this year—and other neighbours in Southeast Asia are experiencing similar growth. Digital video ad platform TubeMogul reported that in Q2 2015, it served 90.2 million average daily pre-roll impressions to Indonesia. That was up 20.7% over the previous quarter—and more than 1,600% over the same period during the previous year. Read the full article.
Source: www.emarketer.com
