dse global 360 presentation - obstacles and opportunities: an overview of emerging asian dooh market
DESCRIPTION
Presentation at Digital Signage Expo 2013 - Las Vegas, 26 Feb 2013TRANSCRIPT
Let’s DOOH it at SEA
Opportunities | Obstacles in South East Asia
BING KIMPOBing Kimpo Media | Communications*Managing Consultant, Aegis Media Philippines OOH (Posterscope)
Monday, June 3, 13
Let’s DOOH it at SEA
Opportunities | Obstacles in South East Asia
BING KIMPOBing Kimpo Media | Communications*Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOHTrackworks
Narra Digital
Monday, June 3, 13
Let’s DOOH it at SEA
Opportunities | Obstacles in South East Asia
BING KIMPOBing Kimpo Media | Communications*Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOHTrackworks
Narra Digital
PR & AdvertisingDDB
Publicis
Monday, June 3, 13
Let’s DOOH it at SEA
Opportunities | Obstacles in South East Asia
BING KIMPOBing Kimpo Media | Communications*Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOHTrackworks
Narra Digital
PR & AdvertisingDDB
Publicis
Mobile Money, VASBroadcasting
Music
Monday, June 3, 13
Overview
✓Environment✓Where We Are✓My Take✓Call to Action
Monday, June 3, 13
How I Got
HERE
Monday, June 3, 13
My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
“Who here is making money - are you?”“Do we know how to sell ourselves?”“Do advertisers and agencies know how to buy us?”
My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
“Who here is making money - are you?”“Do we know how to sell ourselves?”“Do advertisers and agencies know how to buy us?”
NO.My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
“Who here is making money - are you?”“Do we know how to sell ourselves?”“Do advertisers and agencies know how to buy us?”
NO.My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Why I Stay
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
“Who here is making money - are you?”“Do we know how to sell ourselves?”“Do advertisers and agencies know how to buy us?”
NO.My Own Misadventures
‣Foodcourt Network‣Transit Network‣Government Office Networks
How I Got
HERE
Why I Stay
Beyond Display,Transactions...An Exchange of Values
Monday, June 3, 13
Monday, June 3, 13
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet32% on Smartphones7% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 4.4%Satellite to Singapore, Test Market for Indonesia
OOH, there is a Market at SEA
Sources:•MobileMonday SEA•PwC Global Outlook, 2012-16•ABRAAJ Group•Mary Meeker, KPCB•Nelson Wee, SK Planet
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet32% on Smartphones7% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 4.4%Satellite to Singapore, Test Market for Indonesia
OOH, there is a Market at SEA
Sources:•MobileMonday SEA•PwC Global Outlook, 2012-16•ABRAAJ Group•Mary Meeker, KPCB•Nelson Wee, SK PlanetAudience + Capacity to Spend
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet32% on Smartphones7% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 4.4%Satellite to Singapore, Test Market for Indonesia
OOH, there is a Market at SEA
Sources:•MobileMonday SEA•PwC Global Outlook, 2012-16•ABRAAJ Group•Mary Meeker, KPCB•Nelson Wee, SK PlanetAudience + Capacity to Spend
The Audience Gets Digital + The Industry Gets OOH
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet32% on Smartphones7% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 4.4%Satellite to Singapore, Test Market for Indonesia
OOH, there is a Market at SEA
Sources:•MobileMonday SEA•PwC Global Outlook, 2012-16•ABRAAJ Group•Mary Meeker, KPCB•Nelson Wee, SK PlanetAudience + Capacity to Spend
The Audience Gets Digital + The Industry Gets OOH
Opportunity = D+OOHMonday, June 3, 13
SingaporeMalaysiaIndonesiaThailandPhilippines*
SingaporeMalaysia
Singapore
Singapore
SingaporeSingapore
Singapore
SingaporeMalaysiaThailandPhilippines
Malaysia
SingaporeMalaysiaIndonesiaPhilippinesVietnam
Monday, June 3, 13
A Story within The Story
•10% of the World Population (620M Total, 145M Under-14 as of 2012)•2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years•2015: ASEAN Economic Cooperation
•Middle Class Growth of 6.2%•65% of Pop. Middle Class by 2065; 50%, Urbanized
•Digitally Savvy•Mobile Phone-Crazy: 125M Smartphone Users•Young, Upwardly-Mobile, On-the Move
•5% Growth of OOH
Pop: 240M Pax, 220M M-Subs, 29% on M-Internet10% on Smartphones
Advertising CAGR: 13.1%Consumer Spend CAGR: 6.6%
Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet14% on Smartphones17% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 7.7%SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet30% on Smartphones14% of Consumers Use M-CommerceAdvertising CAGR: 7.1%Consumer Spend CAGR: 13.5%
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet25% on Smartphones
17% of Consumers Use M-CommerceAdvertising CAGR: 6.5%
Consumer Spend CAGR: 5.4%Online Gaming Capital of SEA
Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet80% on Smartphones
48% of Online Shoppers Buy via MobileAdvertising CAGR: 5.1%
Consumer Spend CAGR: 4.3%Regional Hub, Entry Point to Asia
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet32% on Smartphones7% Consumers Use M-CommerceAdvertising CAGR: 6.7%Consumer Spend CAGR: 4.4%Satellite to Singapore, Test Market for Indonesia
OOH, there is a Market at SEA
Sources:•MobileMonday SEA•PwC Global Outlook, 2012-16•ABRAAJ Group•Mary Meeker, KPCB•Nelson Wee, SK PlanetAudience + Capacity to Spend
The Audience Gets Digital + The Industry Gets OOH
Opportunity = D+OOHMonday, June 3, 13
Monday, June 3, 13
Continued growth of OOH in SEA
Monday, June 3, 13
Continued growth of OOH in SEA
Market familiarity w/ digital, mobile
Monday, June 3, 13
Continued growth of OOH in SEA
Market familiarity w/ digital, mobile
Digital screens now easier to set up
Monday, June 3, 13
Continued growth of OOH in SEA
Market familiarity w/ digital, mobile
Digital screens now easier to set up
English-speaking markets: SG, MY, PH
Monday, June 3, 13
Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIYLack of education, buyer-sideLack of application, proponent/agency-sideMarket familiarity w/ digital, mobile
Digital screens now easier to set up
English-speaking markets: SG, MY, PH
Monday, June 3, 13
Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIYLack of education, buyer-sideLack of application, proponent/agency-sideMarket familiarity w/ digital, mobile
Digital screens now easier to set up “DOOH = tactical applications, not enough inventory for campaigns.”
English-speaking markets: SG, MY, PH
Monday, June 3, 13
Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIYLack of education, buyer-sideLack of application, proponent/agency-sideMarket familiarity w/ digital, mobile
Digital screens now easier to set up “DOOH = tactical applications, not enough inventory for campaigns.”
Tropical weatherRegulatory environment
English-speaking markets: SG, MY, PH
Monday, June 3, 13
There is a market at SEA.Invest in it. Be there.
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Monday, June 3, 13