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Changing asian media landscape 2012
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May 15, 2013
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Changing asian media landscape 2012
1. Copyright © 2012 The Nielsen Company. iThe Asian medialandscape is turningdigitalHow can marketers maximisetheir opportunities?
1 Copyright © 2012 The Nielsen Company.The Asian media landscape is turning digital. How can marketers maximise their opportunities?Is digital becoming traditional?Consumers throughout Asia Pacific, and around the worldare showing a voracious appetite for media, particularly inemerging markets where media consumption outstrips manydeveloped markets. While television still dominates, timespent online is rising rapidly and is becoming an importanttouch-point for advertisers. Higher motivation to usesmartphones is opening up new possibilities and researchundertaken by Nielsen shows the highest return on investment(ROI) is achieved via digital marketing channels in Asia Pacific.In this dynamic media environment marketers in Asia Pacificneed to move quickly - the region lags global levels on digitalspends - however, there are important rules to rememberwhen optimising media plans to include digital. Televisioncannot be forgotten, particularly for new product launches,but digital can provide the incremental reach. Understandingregional nuances is critical to fine-tuning media strategies tolocal needs.Media consumption is shifting. FastNielsen’s global media consumption index shows that Asia(excluding Japan) and BRIC nations surpass Europe and westernmarkets on television viewing and video consumption viainternet or mobiles.Increasing ownership of internet-enabled devices has alsoresulted in simultaneous media consumption or ‘mediamulti-tasking’. In Southeast Asia, accessing the internet whilstwatching television is the most common media multi-taskingactivity, occurring at least several times per week.Number of Hours WatchedTop Five Users Lowest Five UsersHome TV Usage Index1. Hong Kong (109)2. Brazil (108)3. China (108)4. India (108)5. Philippines (107)1. Japan (84)2. Sweden (83)3. France (82)4. Hungary (81)5. Belgium (74)Online Video Usage Index1. China (126)2. Indonesia (126)3. Philippines (124)4. India (121)5. Mexico (121)1. Germany (50)2. Belgium (47)3. France (46)4. Japan (46)5. Denmark (30)Mobile Video Usage Index1. Philippines (182)2. Indonesia (173)3. China (173)4. India (164)5. Singapore (155)1. Denmark (27)2. Canada (27)3. Hungary (18)4. Belgium (18)5. Germany (9)Source: Nielsen Global How We Watch Report, Global Online Survey-2010
Copyright © 2012 The Nielsen Company. 2Strong trust in social mediaAlthough television still reigns (9 out of 10 people inSoutheast Asia watch ‘Free to Air TV’), online has grownrapidly in reach and influence in the last decade and accordingto Nielsen’s 2010 Global Online survey 40 percent of onlineconsumers in Asia Pacific claim to view online product reviewsfor purchase decisions. Even more interesting is the stronginfluence of social media in developing markets such asVietnam, China, Thailand, Philippines and Indonesia, wheremore than 60 percent of respondents profess to the influenceof social media - much higher than mature markets like Japan,Australia and New Zealand.Mobile phones - The next frontierWith many markets in the region restricted by broadbandinfrastructure limitations and low access to computers, theubiquitous mobile phone is predicted to change the game.Latin American and Asia Pacific consumers demonstrate thehighest inclination to possess smartphones and use mobilephones for transactions.
3 Copyright © 2012 The Nielsen Company.As mobile phones evolve to become online advertising platforms, internet audience reach has the potential to multiply by as much as eight-fold for India, three - to four-fold for Thailand and Indonesia and double in China.
Copyright © 2012 The Nielsen Company. 4The region needs to fast-track online advertisingGlobally 14 percent of advertising expenditure goestowards digital1. The Asia Pacific region is trailing behindand, with increasing consumer eyeballs turning to digitalmedia, allocation of marketing budgets needs to reflectthe new reality.How can marketersoptimise theiradvertising spend ina changing medialandscape?1Source: PriceWaterhouseCoopers, 2010, US AdAge
5 Copyright © 2012 The Nielsen Company.Online advertising achieves a higher return oninvestmentResearch undertaken by Nielsen in 2009 was already indicating a high digital return on investment for the region.For every marketing dollar spent in Asia Pacific, return ondigital was 1.78 dollars, higher than other options excludingreturn on trade. In China the return was nearly 3:1. Marketersmust leverage this knowledge and ensure digital is part oftheir media plans to optimise returns.TV Print Out of Home Digital TradeAsia Pacific .89 .93 .45 1.78 1.97China 1.31 1.37 .7 2.8 1.82United States 1.36 1.47 .72 3.7 1.28Europe .95 1.26 .9 2.63 1.32Where does this leave television?Television still reigns supreme, particularly for new productlaunches where trial is critical for launch success. Trial itself isstrongly linked to awareness and awareness to GRPs. Nielsenresearch shows television ranks as the second highest sourceof awareness (after in-store) for new product introductions. The effectiveness of the internet as a source for raisingawareness has been increasing and can complement television for an optimal media mix.Marketing return on investmentSource: Nielsen Advance Analytics Consulting - 2009
Copyright © 2012 The Nielsen Company. 6Avoiding a battle for share of voiceWhilst television remains highly successful for raisingawareness of new products, for maturing or highly competitivecategories share of voice battles can be counter-productive,resulting in brand noise ‘clutter’, low brand recall, and minimalbrand impact. Modelling and analysis undertaken by Nielsenreveals that heavy investment in GRPs does not necessarilytranslate to increased sales results. For those operating withinthis environment, balancing marketing spend across televisionas well as digital and other media can be an effective approachin circumventing the competitive brand melee.Where are the biggest opportunities?Young and emerging middle-class consumers will lead anddrive change. Emerging markets in Asia such as China, Indiaand Indonesia have witnessed significant shifts in consumers’media consumption habits, driven by rising affluence,proliferation of internet-enabled mobile devices and affordable data plans.This emerging group of consumers are young, they have grownup as a digital generation, and most have bypassed traditionaltechnologies such as fixed line telephones and desktopcomputers.Marketers need to identify and then gain an in-depthunderstanding of drivers and priorities of the digital generationin order to tap into their psyche and gain their trust.
7 Copyright © 2012 The Nielsen Company.One size does not fit allMethods of accessing the internet and online mediaconsumption vary significantly throughout the Asia Pacificregion. Before planning a campaign it is imperative tounderstand category touch-points by market and demographic.Example: Females, 15-34 years, Malaysia and IndonesiaOnline penetration is higher in Malaysia (42%) than Indonesia (30%). Once online, 83 percent or more use theinternet several times a week. Malaysian women are morelikely to access the internet at home or at work (via computers)whilst two thirds of Indonesian women access the interview viaa mobile.Online activities are dominated by social media, with socialnetworking activities accounting for as much as 78 percentof time spent online in Malaysia and 82 percent in Indonesia.There is also a strong tendency for women in Malaysia todownload music and video.In a typical day, Malaysian women show consistent onlineusage and television viewing peaks at prime-time. Indonesianonline usage peaks at lunch-time and television peaks duringprime-time.Online penetration 42% 30%Weekly frequency 92% 82%Online access More home & work More mobileOnline activitySocial networking(78% of usage)Education, jobs, buying products, music& video downloadsSocial networking (82% of usage)Education, jobs, buying productsOnline Behavior: Females 15-34 yearsMalaysia IndonesiaUnderstand regionaldemographics andmedia usage whenplanning yourcampaigns
Copyright © 2012 The Nielsen Company. 8Simultaneous media consumption opens up new possibilitiesNielsen’s 2011 Southeast Asia Digital Consumer Reportreveals 71 percent of digital consumers in Malaysia and 45percent in Indonesia watch television and use the internetat the same time. There is evidence suggesting campaignsthat reach the same audience through both the internet andtelevision perform better in terms of branding. There are manyopportunities for advertisers to leverage this shift to mediamulti tasking for deeper and more interactive engagementwith these audiences.Use digital to reachwomen during the dayand to complimenttelevision in the eveningLeverage mobileusage in Indonesia forincremental reachStrategyImplications:
9 Copyright © 2012 The Nielsen Company.Copyright © 2012The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo aretrademarks or registered trademarks of CZT/ACNTrademarks, L.L.C. Other product and servicenames are trademarks or registered trademarks of their respective companies. 12/4454About NielsenNielsen Holdings N.V. (NYSE: NLSN) is a global informationand measurement company with leading market positions inmarketing and consumer information, television and othermedia measurement, online intelligence, mobile measurement,trade shows and related properties. Nielsen has a presence inapproximately 100 countries, with headquarters in New York,USA and Diemen, the Netherlands. For more information, visitwww.nielsen.com.ConclusionThroughout Asia Pacific media consumption habits arechanging at a rate not seen for many years. Brand experiencesharing through social media, online product reviews andopportunities to buy online are changing the game. Similarly,consumers’ exposure to marketing messages delivered vianew and emerging media such as the internet, rich media (forexample, online video), and smartphones is resulting in anexpanded number of touch-points where brands can engage.These changes present endless opportunities for marketers,the key is staying one step ahead and anticipating wherethe market will move to next. This can only be achievedwhen marketers have a clear understanding of exactly whotheir target audience is, how they are consuming mediaand, ultimately, how their media consumption habits areimpacting on their purchase decisions.
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