admax adtech workshop 2010 marketing in sea

Copyright © 2010 DMS Pte. Ltd. All rights reserved.

3rd June 2010

Marketing in Southeast Asia: One size fits all?


Admax Network – Who are we?

Total Population: 492.8 m

People Online: 91.3 m

Admax’s Reach = 83%

Our reach in SEA

Established in 2006

Largest Ad Network in Southeast Asia

Offices in Indonesia, Malaysia, Philippines,

Singapore, Thailand and Vietnam

Ad network delivering ads across over

3,200 websites via our Adrenaline platform

Reaching over 76.1 million unique users in

Southeast Asia

2bn ad impressions delivered each month

Over 600 campaigns delivered in 2009, for

over 250 premium brands


Quality local and regional advertisers


Singapore – Headquarters

Gary Chin Sales Director

E: [email protected]: +65 6518-1691

Philippines

Resty MagnoManaging Director

E: [email protected]: +63 2 856 5616

Our SEA OfficesThailand

Tiwa York Managing Director

E: [email protected] T: +66 2636 0720

Indonesia

Peter Goldsworthy Managing Director

E: [email protected] T: +62 21 5794 8424

Malaysia

Mathew Ward Regional Sales Director


Vietnam

Chris TranManaging Director


mailto:[email protected]







1. Although there are many similarities, Southeast Asia is very diverse

What we will show you today…

2. Practical tips for each market

3. Highlight LOCAL case studies

4. Give you something that you can apply to YOUR campaigns


Can a uniform marketing approach work?

Population Religion Dialects Ethnicity Islands

Indonesia 240 million 6 742 76 17,508

Malaysia 28.3 million 9 4 4 75

Philippines 91.9 million 6 9 175 7,107

Singapore 4.9 million 5 4 4 63

Thailand 67 million 4 1 5 60

Vietnam 88 million 4 8 39 17

http://www.google.com.sg/imgres?imgurl=http://www.charinas-travel.com/images/WOW.GIF&imgrefurl=http://www.charinas-travel.com/links.htm&usg=__tr_IOTiow8vj3rhQs1LCJPaoFho=&h=123&w=443&sz=10&hl=en&start=5&sig2=JsKHvCclCtUSjcWJMwZUMA&itbs=1&tbnid=VqtOmA3fiAyc4M:&tbnh=35&tbnw=127&prev=/images?q=wow+philippines&hl=en&gbv=2&tbs=isch:1&ei=7FLyS7n_D4G3rAfAg7DXDQ

http://4.bp.blogspot.com/_aswO8m4zchc/RkCj9MStiYI/AAAAAAAABjQ/QauZYkKV_qw/s1600-h/vietnamhiddencharm.jpg

http://2.bp.blogspot.com/_aswO8m4zchc/RkChmsStiSI/AAAAAAAABig/lYZnxCEtXHc/s1600-h/logo_head.bmp

http://www.google.com.sg/imgres?imgurl=http://www.phukethotels.net/phuket/sino-house/files/Amazing_Thailand_logo.jpg&imgrefurl=http://www.phukethotels.net/phuket/sino-house/sino_house_phuket.html&usg=__TRRsIwLTg-586RFCaeQEVRAVgKA=&h=307&w=698&sz=117&hl=en&start=3&sig2=gCsxmOhUUlXdh5F6ImnEGA&itbs=1&tbnid=cjVHj6ggJoK6GM:&tbnh=61&tbnw=139&prev=/images?q=amazing+thailand&hl=en&gbv=2&tbs=isch:1&ei=6VPyS_6pO467rAfyycDfDQ

http://www.google.com.sg/imgres?imgurl=http://prestigemy2home.com/img/logo-malaysiaTrulyAsia.jpg&imgrefurl=http://prestigemy2home.com/&usg=__lnK-hxD819z7gj759Zf1CINP5R8=&h=114&w=201&sz=6&hl=en&start=4&sig2=4n5ybrPl5lGHckRwFQmSDw&itbs=1&tbnid=QzCPO8arcoZ5JM:&tbnh=59&tbnw=104&prev=/images?q=malaysia+truly+asia&hl=en&gbv=2&tbs=isch:1&ei=CVTyS-6fA4ywrAeu5-3dDQ

http://www.yoursingapore.com/content/traveller/en/experience.html


Today’s online media landscape is fragmented

Copyright © 2010 DMS Pte. Ltd. All rights reserved.8

Portal Inventory Content rich inventory Small sites, blogs

Unique users

Inventory Ranking

The Long Tail is growing

Travel Autos Lifestyle Business Women Technology

Focused Content sites

Top Portals

Engagement/time spent in

creases


Singapore Insights








Key Statistics:Total Population: 4.9 Million

Internet Population: 2.3 Million

Internet Penetration: 72.4%

Highest broadband access: 90%+


Source: Brand Republic / Comscore

• Singapore boasts the highest reach in social networking, with more than 74% of its online population using social media sites monthly

Singapore: Tip # 1 – Have a Social Media strategy

• Consumers see social media as their own space – make sure your you aren’t invading their space.


Singapore: Tip #2 – Social media fragmentation

100,000,000 videos on YouTube

200,000,000 active blogs

250,000social networking sites

400,000,000 Facebook users sharing 1,500,000 pieces of content daily


Singapore: Tip #3 – Don’t ignore the Silvers!

30.54% of Singapore’s Internet users are over 50 years of age.

(i) Most diverse internet demographic in Southeast Asia

(i) Older people are an opportunity for marketing & selling products and services


Singapore: Case StudyClient: DBSAgency: MPGChannel: Syndacast

Objectives: - To promote its SME services by showcasing successful entrepreneurs on a dedicated website

Execution: - Digital and video PR executions were used - PR series included interviews with CEOs of popular

brands

Results: -Video PRs delivered 450,000 to 650,000 impressions per press release-Average of 40 to 50 websites picked up each PR -PR’s were republished on sites such as USA Today, and Yahoo!

http://www.dbsdialogues.com/


Ensure you have a well thought through social media strategy

Singapore: Takeaways

Social media ≠ Facebook

In Singapore, online is not simply a channel to reach youth


Malaysia Insights








Key Statistics:Total Population: 28 Million


Internet Penetration: 62%

Ethnically diverse: 54% Malay25% Chinese7.5% Indian


Malaysia: Tip #1 – Popularity of blogging

• 15% of Malaysians blog daily (Source: ADMA Digital Marketing Yearbook 2009)

• People trust blogs more than newspaper ads, radio or magazines (Source: Digital Media Usage Study 2010 - TNS and Media Magazine)

• 44% of Malaysians read blogs on a regular basis (Source: Home Use of the Internet Survey 2008 – MCMC)


• Local news commands twice as much attention than international sites (Source: Nielson research – What Malaysians do online 2008)

Malaysia: Tip #2 – Local content is a key interest

• Local political scene is a key talking point hence local news/local sites are much more relevant and important than international sites


Malaysia: Tip #3 – Online retail lacks reach

• The E-Commerce landscape is one of the least developed in Asia

comScore - Online Retail Reach in Asia, by Country

• E-Commerce is tricky, with low trust levels from the consumers(i) Consumers prefer to research and compare products online and then purchase in store

(i) Lower than SG, PH, VN and even ID

(ii) Biggest e-commerce transactions are movie tickets and travel


Client: McDonald’s Agency: OMDChannel: Nuffnang.com.my, advertorials, banner ads

Objectives: -To promote Big Mac’s 40th

Execution: -RM10,000 prize was offered for the best video -Microsite was hosted on Nuffnang.com.my to promote the video entries -Advertorials and banner ads to promote the contest

Results: -77 videos submitted in 4 weeks with 24,000 votes-Most popular video received 45,000 views on YouTube - 7 out of 10 Google search results from pages in Malaysia for the keywords “Big Mac Chant” came from Nuffnang blogs

Malaysia: Case Study


Engage the blogging community to create buzz and awareness

Malaysia: Takeaways

Unless you’re in the travel business, driving online sales requires a lot of trust in your brand

If you’re targeting news content, local is better


Indonesia Insights









Internet Population: 30 Million


Largest internet population in SEA: Tripled in 2 yrs


Indonesia: Tip #1 – They have buying power

• 80% of internet users, mainly access from work

• Employed full time - Higher spending power


Indonesia: Tip #2 – Is mobile the way to go?

Source: AdStars, Buzz City

Indonesia has over 100 million mobile users, however only 10% use mobile internet


Indonesia: Tip #3 – Watch your ad serving costs

• Most sites sell on time based - Impression numbers are rough ‘estimates’

• Ad serving costs can get out of control


Indonesia: Takeaways

Online reaches a desirable target audience with spending power

Keep an eye on adserving costs when buying time based placements

Effective Mobile marketing is still challenging


Thailand Insights











Broadband Subscribers: 950,000


Thailand: Tip #1 – Rich media is effective

• Thais are very receptive to rich media / interactive units

• Interaction rates up to 17%, compared to a 10% average in Southeast Asia (eyeblaster Global Benchmark Insights, May 2010)


Thailand: Tip #2 – Social / Casual gaming

1. Entertainment2. Games3. Blogs, Forums, Social4. News5. Shopping6. Business7. Sports8. Education9. Internet10.Banking & Finance

(Source: Truehits.net)

• Highest usage of casual games in Southeast Asia

Top 10 Content Categories

• RockYou serves 500mill impressions per month in TH – top in the region

• Mochi Ads reports 2.5 times more gamers in Thailand than the next closest market, the Philippines


Thailand: Case StudyClient: Chevrolet , General Motors ThailandCampaign: AVEO Test DriveMedia: Banners, Mobile Interactive OOH, Flash Game

Objectives: - Reach young working adults to test drives the new

Aveo

Execution: - Microsite with flash driving game & Test Drive Reg.- Digital OOH Game Billboard with Mobile

Interactivity- Banners on major local sites, Messenger, and Admax

Network- 3 Banner creatives run in phases using 2 banners in

parallel for creative optimization on the network

Results: - Strong increase in test drive requests immeditely

after the campaign- Creative B CTR was over 3 times higher than the

others.

A

B

C


Rich Media is a good ad format to use for maximum engagement

Thailand: Takeaways

Casual and social gaming is a strong channel to look into


Philippines Insights








Key Statistics:Total Population: 91.9 Million



Broadband Subscribers: 1,045,700


• Overseas Filipino Workers remit US$18.3bn each year in the Philippines

Philippines: Tip #1 – Targeting the Overseas Filipino Workers

• Almost 40 to 50% of traffic that goes to local news and gossip websites are from Overseas Filipino Workers


Of the time spent online engaged in entertainment content, 64% of it is based on consuming video content

Philippines: Tip #2 – Video content a hit

Source: Comscore


Consider OFWs in your target audience mix

Philippines: Takeaways

Look for video content, as it has extremely high reach and engagement


Vietnam Insights










Internet Penetration: 27%

Broadband penetration: 7%

Internet usage growth: 30% yr on yr


• English comprehension is low

• Low levels of trust for content or sites that are not in Vietnamese

• However, beware! Most publishers don’t accept 3rd party ad serving

Vietnam: Tip #1 – MUST go local


Vietnam: Tip #2. Beware of overcrowding!

AD

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Vietnam: Tip #3 - Click fraud is high

Vietnam has one of the highest rates of click fraud in the world (49.7% Click Fraud rate)

Source: Anchor Intelligence


Client: UnileverAgency: New Media EdgeChannel: Vietnam Idol

Objectives: - To build and manage the website for Vietnam Idol 2007

Execution: - original and exclusive content helped enhance

interaction between the sponsors’ brands and users

- Interactivity on the site to attract repeated visits

- Partnered with Yahoo and other local sites to bring in traffic to the site

Results: - Over 800,000 visits- Over 2,000,000 page views

Vietnam: Case Study


Advertise on local websites

Be wary of local publisher stats

Vietnam: Takeaways

Look beyond the top portals

Ensure your media partners have solid click fraud protection systems


Summary

• Its NOT a cookie cutter approach

• Prepare for the future, but make sure you look at what works today

• Look beyond the top portals

• Go Local – local content is better


Singapore – Headquarters

Gary Chin Sales Director


Philippines

Resty MagnoManaging Director


Thailand

Tiwa York Managing Director

E: [email protected] T: +66 2636 0720

Indonesia

Peter Goldsworthy Managing Director

E: [email protected] T: +62 21 5794 8424

Malaysia

Mathew Ward Regional Sales Director


Vietnam

Chris TranManaging Director






