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Marketing in Southeast Asia: One size fits all?

 3rd June 2010




                                       Copyright © 201...
Admax Network – Who are we?

                                      Established in 2006
                                  ...
Quality local and regional advertisers




                                     Copyright © 2010 DMS Pte. Ltd. All rights ...
Our SEA Offices
 Singapore – Headquarters      Malaysia                             Thailand




 Gary Chin               ...
What we will show you today…


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

2.   Practical t...
Can a uniform marketing approach work?

              Population     Religion   Dialects   Ethnicity             Islands

...
Today’s online media landscape is fragmented




                                     Copyright © 2010 DMS Pte. Ltd. All r...
The Long Tail is growing




Unique
 users                                       Focused Content sites




               ...
Singapore Insights




                     Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                         4.9 Million

Internet Population:                      2.3 Milli...
Singapore: Tip # 1 – Have a Social Media strategy


     • Singapore boasts the highest reach in social networking, with m...
Singapore: Tip #2 – Social media fragmentation


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 ...
Singapore: Case Study
Client: DBS
Agency: MPG
Channel: Syndacast

Objectives:
- To promote its SME services by showcasing
...
Singapore: Takeaways



 Ensure you have a well thought through social media strategy




 Social media ≠ Facebook




 In...
Malaysia Insights




                    Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                     28 Million

Internet Population:                  9.4 Million

Inter...
Malaysia: Tip #1 – Popularity of blogging

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

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

• Local news commands twice as much attention than international sites...
Malaysia: Tip #3 – Online retail lacks reach

•   The E-Commerce landscape is one of the least
    developed in Asia
    (...
Malaysia: Case Study
Client: McDonald’s
Agency: OMD
Channel: Nuffnang.com.my, advertorials, banner ads

Objectives:
-To pr...
Malaysia: Takeaways



Engage the blogging community to create buzz and awareness




If you’re targeting news content, lo...
Indonesia Insights




                     Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                              240 Million

Internet Population:                          ...
Indonesia: Tip #1 – They have buying power

• 80% of internet users, mainly access from work

• Employed full time - Highe...
Indonesia: Tip #2 – Is mobile the way to go?

       Indonesia has over 100 million mobile users, however only 10% use
   ...
Indonesia: Tip #3 – Watch your ad serving costs

• Most sites sell on time based - Impression numbers are rough ‘estimates...
Indonesia: Takeaways


 Online reaches a desirable target audience with spending power




 Effective Mobile marketing is ...
Thailand Insights




                    Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                     66 Million

Internet Population:                  16.1 Million

Inte...
Thailand: Tip #1 – Rich media is effective

• Thais are very receptive to rich media / interactive units

•   Interaction ...
Thailand: Tip #2 – Social / Casual gaming


• Highest usage of casual games in               Top 10 Content Categories
  S...
Thailand: Case Study
Client: Chevrolet , General Motors Thailand
Campaign: AVEO Test Drive
Media: Banners, Mobile Interact...
Thailand: Takeaways



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




 Casual and social gaming is a st...
Philippines Insights




                       Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                   91.9 Million

Internet Population:                24 Million

Internet...
Philippines: Tip #1 –
Targeting the Overseas Filipino Workers


• Overseas Filipino Workers remit US$18.3bn each
  year in...
Philippines: Tip #2 – Video content a hit

Of the time spent online engaged in entertainment content, 64% of it is
based o...
Philippines: Takeaways



 Consider OFWs in your target audience mix




 Look for video content, as it has extremely high...
Vietnam Insights




                   Copyright © 2010 DMS Pte. Ltd. All rights reserved.
Key Statistics:
Total Population:                     86 Million

Internet Population:                  23 Million

Intern...
Vietnam: Tip #1 – MUST go local

• English comprehension is low

• Low levels of trust for content or sites that
  are not...
Vietnam: Tip #2. Beware of overcrowding!




                                           Copyright © 2010 DMS Pte. Ltd. All...
Vietnam: Tip #3 - Click fraud is high

     Vietnam has one of the highest rates of click fraud in the world (49.7% Click ...
Vietnam: Case Study
Client: Unilever
Agency: New Media Edge
Channel: Vietnam Idol

Objectives:
- To build and manage the w...
Vietnam: Takeaways


Advertise on local websites



Look beyond the top portals



Be wary of local publisher stats




En...
Summary

• Its NOT a cookie cutter approach

• Go Local – local content is better

• Look beyond the top portals

• Prepar...
Singapore – Headquarters      Malaysia                             Thailand




Gary Chin                     Mathew Ward ...
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Admax adtech workshop 2010 marketing in sea

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Transcript of "Admax adtech workshop 2010 marketing in sea"

  1. 1. Marketing in Southeast Asia: One size fits all? 3rd June 2010 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  2. 2. Admax Network – Who are we?  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 Our reach in SEA  2bn ad impressions delivered each month Total Population: 492.8 m  Over 600 campaigns delivered in 2009, for People Online: 91.3 m over 250 premium brands Admax’s Reach = 83% Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  3. 3. Quality local and regional advertisers Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  4. 4. Our SEA Offices Singapore – Headquarters Malaysia Thailand Gary Chin Mathew Ward Tiwa York Sales Director Regional Sales Director Managing Director E: gary.c@admaxnetwork.com E: mathew.w@admaxnetwork.com E: tiwa.y@admaxnetwork.com T: +65 6518-1691 T: +65 6518-1681 T: +66 2636 0720 Philippines Indonesia Vietnam Resty Magno Peter Goldsworthy Chris Tran Managing Director Managing Director Managing Director E: resty.m@admaxnetwork.com E: peter.g@admaxnetwork.com E: chris.t@admaxnetwork.com T: +63 2 856 5616 T: +62 21 5794 8424 T: +84 8 5404 7110 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  5. 5. What we will show you today… 1. Although there are many similarities, Southeast Asia is very diverse 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.
  6. 6. 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 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  7. 7. Today’s online media landscape is fragmented Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  8. 8. The Long Tail is growing Unique users Focused Content sites Travel Autos Lifestyle Business Women Technology Top Portals Portal Inventory Content rich inventory Small sites, blogs Inventory Ranking 8 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  9. 9. Singapore Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  10. 10. 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.
  11. 11. Singapore: Tip # 1 – Have a Social Media strategy • Singapore boasts the highest reach in social networking, with more than 74% of its online population using social media sites monthly • Consumers see social media as their own space – make sure your you aren’t invading their space. Source: Brand Republic / Comscore Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  12. 12. Singapore: Tip #2 – Social media fragmentation 400,000,000 Facebook users sharing 1,500,000 pieces of content daily 250,000 100,000,000 social networking sites 200,000,000 videos on YouTube active blogs Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  13. 13. 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.
  14. 14. Singapore: Case Study Client: DBS Agency: MPG Channel: 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.
  15. 15. Singapore: Takeaways Ensure you have a well thought through social media strategy Social media ≠ Facebook In Singapore, online is not simply a channel to reach youth Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  16. 16. Malaysia Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  17. 17. Key Statistics: Total Population: 28 Million Internet Population: 9.4 Million Internet Penetration: 62% Ethnically diverse: 54% Malay 25% Chinese 7.5% Indian Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  18. 18. Malaysia: Tip #1 – Popularity of blogging • 15% of Malaysians blog daily (Source: ADMA Digital Marketing Yearbook 2009) • 44% of Malaysians read blogs on a regular basis (Source: Home Use of the Internet Survey 2008 – MCMC) • People trust blogs more than newspaper ads, radio or magazines (Source: Digital Media Usage Study 2010 - TNS and Media Magazine) Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  19. 19. Malaysia: Tip #2 – Local content is a key interest • Local news commands twice as much attention than international sites (Source: Nielson research – What Malaysians do online 2008) • 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.
  20. 20. Malaysia: Tip #3 – Online retail lacks reach • The E-Commerce landscape is one of the least developed in Asia (i) Lower than SG, PH, VN and even ID (ii) Biggest e-commerce transactions are movie tickets and travel • 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 comScore - Online Retail Reach in Asia, by Country Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  21. 21. Malaysia: Case Study Client: McDonald’s Agency: OMD Channel: 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 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  22. 22. Malaysia: Takeaways Engage the blogging community to create buzz and awareness If you’re targeting news content, local is better Unless you’re in the travel business, driving online sales requires a lot of trust in your brand Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  23. 23. Indonesia Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  24. 24. 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.
  25. 25. 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.
  26. 26. Indonesia: Tip #2 – Is mobile the way to go? Indonesia has over 100 million mobile users, however only 10% use mobile internet Source: AdStars, Buzz City Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  27. 27. 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.
  28. 28. Indonesia: Takeaways Online reaches a desirable target audience with spending power Effective Mobile marketing is still challenging Keep an eye on adserving costs when buying time based placements Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  29. 29. Thailand Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  30. 30. 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.
  31. 31. 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.
  32. 32. Thailand: Tip #2 – Social / Casual gaming • Highest usage of casual games in Top 10 Content Categories Southeast Asia 1. Entertainment • Mochi Ads reports 2.5 times more gamers in 2. Games Thailand than the next closest market, the 3. Blogs, Forums, Social Philippines 4. News 5. Shopping • RockYou serves 500mill impressions per 6. Business month in TH – top in the region 7. Sports 8. Education 9. Internet 10.Banking & Finance (Source: Truehits.net) Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  33. 33. Thailand: Case Study Client: Chevrolet , General Motors Thailand Campaign: AVEO Test Drive Media: 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 A Results: - Strong increase in test drive requests immeditely B after the campaign - Creative B CTR was over 3 times higher than the C others. Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  34. 34. Thailand: Takeaways Rich Media is a good ad format to use for maximum engagement Casual and social gaming is a strong channel to look into Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  35. 35. Philippines Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  36. 36. 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.
  37. 37. Philippines: Tip #1 – Targeting the Overseas Filipino Workers • Overseas Filipino Workers remit US$18.3bn each year in the Philippines • 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.
  38. 38. Philippines: Tip #2 – Video content a hit Of the time spent online engaged in entertainment content, 64% of it is based on consuming video content Source: Comscore Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  39. 39. Philippines: Takeaways Consider OFWs in your target audience mix Look for video content, as it has extremely high reach and engagement Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  40. 40. Vietnam Insights Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  41. 41. 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.
  42. 42. Vietnam: Tip #1 – MUST go local • 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 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  43. 43. Vietnam: Tip #2. Beware of overcrowding! Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  44. 44. 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.
  45. 45. Vietnam: Case Study Client: Unilever Agency: New Media Edge Channel: 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 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  46. 46. Vietnam: Takeaways Advertise on local websites Look beyond the top portals Be wary of local publisher stats Ensure your media partners have solid click fraud protection systems Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  47. 47. Summary • Its NOT a cookie cutter approach • Go Local – local content is better • Look beyond the top portals • Prepare for the future, but make sure you look at what works today Copyright © 2010 DMS Pte. Ltd. All rights reserved.
  48. 48. Singapore – Headquarters Malaysia Thailand Gary Chin Mathew Ward Tiwa York Sales Director Regional Sales Director Managing Director E: gary.c@admaxnetwork.com E: mathew.w@admaxnetwork.com E: tiwa.y@admaxnetwork.com T: +65 6518-1691 T: +65 6518-1681 T: +66 2636 0720 Philippines Indonesia Vietnam Resty Magno Peter Goldsworthy Chris Tran Managing Director Managing Director Managing Director E: resty.m@admaxnetwork.com E: peter.g@admaxnetwork.com E: chris.t@admaxnetwork.com T: +63 2 856 5616 T: +62 21 5794 8424 T: +84 8 5404 7110 Copyright © 2010 DMS Pte. Ltd. All rights reserved.
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