Admax adtech workshop 2010 marketing in sea

Marketing in Southeast Asia: One size fits all?

3rd June 2010

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

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%


Quality local and regional advertisers


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


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


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


Today’s online media landscape is fragmented


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

Singapore Insights


Key Statistics:
Total Population: 4.9 Million

Internet Population: 2.3 Million

Internet Penetration: 72.4%

Highest broadband access: 90%+


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


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


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 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!


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


Malaysia Insights


Key Statistics:
Total Population: 28 Million


Internet Penetration: 62%

Ethnically diverse: 54% Malay
25% Chinese
7.5% Indian


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)


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


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


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


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


Indonesia Insights


Key Statistics:

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?

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

Source: AdStars, Buzz City


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

Effective Mobile marketing is still challenging

Keep an eye on adserving costs when buying time based placements


Thailand Insights


Key Statistics:



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

• 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)


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.


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


Philippines Insights


Key Statistics:
Total Population: 91.9 Million



Broadband Subscribers: 1,045,700


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


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


Philippines: Takeaways

Consider OFWs in your target audience mix

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


Vietnam Insights


Key Statistics:


Internet Penetration: 27%

Broadband penetration: 7%

Internet usage growth: 30% yr on yr


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


Vietnam: Tip #2. Beware of overcrowding!


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


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


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


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


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


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