admax adtech workshop 2010 marketing in sea
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Copyright © 2010 DMS Pte. Ltd. All rights reserved.
3rd June 2010
Marketing in Southeast Asia: One size fits all?
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Quality local and regional advertisers
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Singapore – Headquarters
Gary Chin Sales Director
E: gary.c@admaxnetwork.comT: +65 6518-1691
Philippines
Resty MagnoManaging Director
E: resty.m@admaxnetwork.comT: +63 2 856 5616
Our SEA OfficesThailand
Tiwa York Managing Director
E: tiwa.y@admaxnetwork.com T: +66 2636 0720
Indonesia
Peter Goldsworthy Managing Director
E: peter.g@admaxnetwork.com T: +62 21 5794 8424
Malaysia
Mathew Ward Regional Sales Director
E: mathew.w@admaxnetwork.comT: +65 6518-1681
Vietnam
Chris TranManaging Director
E: chris.t@admaxnetwork.comT: +84 8 5404 7110
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
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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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Singapore Insights
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Key Statistics:Total Population: 4.9 Million
Internet Population: 2.3 Million
Internet Penetration: 72.4%
Highest broadband access: 90%+
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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.
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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!
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Malaysia Insights
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:Total Population: 28 Million
Internet Population: 9.4 Million
Internet Penetration: 62%
Ethnically diverse: 54% Malay25% Chinese7.5% Indian
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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)
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
• 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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Indonesia Insights
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:Total Population: 240 Million
Internet Population: 30 Million
Internet Penetration: 12.5%
Largest internet population in SEA: Tripled in 2 yrs
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Indonesia: Tip #1 – They have buying power
• 80% of internet users, mainly access from work
• Employed full time - Higher spending power
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Thailand Insights
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:Total Population: 66 Million
Internet Population: 16.1 Million
Internet Penetration: 24.2%
Broadband Subscribers: 950,000
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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)
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Philippines Insights
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:Total Population: 91.9 Million
Internet Population: 24 Million
Internet Penetration: 24.5%
Broadband Subscribers: 1,045,700
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
• 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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Consider OFWs in your target audience mix
Philippines: Takeaways
Look for video content, as it has extremely high reach and engagement
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Vietnam Insights
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:Total Population: 86 Million
Internet Population: 23 Million
Internet Penetration: 27%
Broadband penetration: 7%
Internet usage growth: 30% yr on yr
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
• 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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Vietnam: Tip #2. Beware of overcrowding!
AD
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AD
AD
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AD
AD
AD
AD
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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
Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Singapore – Headquarters
Gary Chin Sales Director
E: gary.c@admaxnetwork.comT: +65 6518-1691
Philippines
Resty MagnoManaging Director
E: resty.m@admaxnetwork.comT: +63 2 856 5616
Thailand
Tiwa York Managing Director
E: tiwa.y@admaxnetwork.com T: +66 2636 0720
Indonesia
Peter Goldsworthy Managing Director
E: peter.g@admaxnetwork.com T: +62 21 5794 8424
Malaysia
Mathew Ward Regional Sales Director
E: mathew.w@admaxnetwork.comT: +65 6518-1681
Vietnam
Chris TranManaging Director
E: chris.t@admaxnetwork.comT: +84 8 5404 7110
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