Asia-Pacific Yearbook 2014

2200 people 24 offices 17 markets

The premier global non-profit trade association representing all players in the value chain CREDITS

Rohit Dadwal, Managing Director, MMA Asia Pacific Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific Ammita M, Consultant, Strategic Projects, MMA Asia Pacific Tam Phan Bich, Country Manager, MMA Vietnam LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam Amanda Guan, Membership Manager, MMA China Maggie Qin, Marketing Manager, MMA China Madanmohan Rao, Yearbook Editor

First published 2014

Copyright © 2014 Mobile Marketing Association

Published by Mobile Marketing Association

APAC Headquarters E-mail: [email protected] Website: www.mmaglobal.com

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Foreword...... 4 Mobile Marketing and Content Consumption...... 50

Welcome Letter ...... 5 Making Magic in the Moment: How Symbiosis Drives Mobile Ecosystems...... 54

Executive Summary...... 6 Philae Moment!...... 56 Part 1 5 Mobile UX Mistakes to Avoid...... 60 Mobile Marketing – Consumers and Brands...... 9 Global Initiatives, Local Mandate: Mobile Marketing Agenda...... 63

Mobile: The Queen of Queens...... 10 Metrics and Accountability in Mobile Marketing...... 65

Mobile as a mindset not just a channel...... 12 Reaching Africa’s Masses through Feature Phones...... 67

Creating Value for Media on Mobile and its Impact...... 15 Dynamics of Australia’s Growing Mobile Market...... 72

Why should Mobile Marketing be the most No Mobile, No Marketing ...... 74 Strategic Imperative to Marketers?...... 18 Unlock the Potential of Mobile Marketing...... 76 Big data meets mobile: How choice engines will shape the future...... 21 The Landscape of Mobile in Vietnam: Critical Insights for Approaching M-consumers...... 78 It’s a Mobile World and APAC is Leading the Way...... 23

‘Mobile First’ approach: A do or die situation for global businesses...... 25 Part 3 MMA Board of Directors...... 80 The Real Challenge: and Attribution...... 27 How Location Reveals the True Potential of Mobile Marketing...... 29 Part 4 Challenges and Opportunities of Measurements in Mobile...... 32 MMA Membership...... 84

Part 2 Part 5 Trends and Impacts...... 34 Award Winners: The Smarties...... 92

Education: the evolutionary necessity...... 35 Asia-Pacific China From Mobile to Mobility – the third wave in mobile marketing...... 37 Can Creative Ideas Maximize the Potential of Vietnam Mobile Media Buying?...... 40 Mobile Magic: What it takes to be a SMARTIES Winner...... 101 The small screen needs big ideas...... 42

Not your average text message...... 44 Part 6 Mobile’s Marketing Power across Search and Video ...... 46 Data Points...... 104 MMA APAC 2014 Yearbook

FOREWORD

Most brand marketers agree: Mobile is transforming creatively execute against and add inspiration to marketing and businesses like nothing else we have their mobile efforts. seen or will likely see in our generation. In just the last couple of years, we have witnessed how marketers The MMA has also developed a thorough learning are tapping into the power of mobile at an accelerated agenda aiming to provide its members and the rate to drive real business growth and profitability - industry with solid insights that promote the all while leveraging the unique intimacy only mobile understanding and success of mobile marketing for delivers getting them closer to their consumers than those in marketing and those who provide mobile ever before. solutions. From mobile data to wearable technology and from CMO interviews to the Mobile Playbook - Frankly, it feels like this moment is the most exciting and of course this Yearbook - each is designed to time to be in marketing. And it’s about to get even provide thought leadership for mobile marketing. more exciting as Mobile, and the MMA for that matter, is just getting started. MMA’s Smarties awards seek to find and acknowledge the most creative and effective mobile campaign in In May 2014, we released the globally adopted new the marketing industry today worldwide. In fact, we MMA mission: to accelerate the transformation and had more submissions in 2014 (half of which came innovation of marketing through mobile, driving from the APAC region) than even the prestigious business growth with closer and stronger consumer Cannes Lions Mobile Awards. engagement. Anchoring this mission are our core pillars all focused on delivering the highest level of So I encourage you to join us at any of our 15 value to our members: events next year (nearly a third in APAC), our over 75 webinars worldwide, the dozens of dinners and 1. Demonstrating Measurement & Impact: Proving educational sessions. Nearly 15,000 participants did the effectiveness and impact of mobile through so this year. research providing tangible ROI measurement and other data. In short, the MMA, as the world’s leading global 2. Cultivating Creativity & Inspiration: Guiding best non-profit trade association with 800+ member practices and driving innovation companies from nearly 50 countries, has never been 3. Building Capability for Success: Fostering know- better positioned to lead our diversified membership how and confidence within the marketer’s orga- of major marketers, ad agencies, mobile technology nization. platforms, media companies and operators. And we appreciate and further invite you to join the membership and staff of the MMA on this incredibly Put more simply, the MMA’s primary role is help exciting and world changing journey! marketers succeed in Mobile. And we are confident and committed that we have a powerful and aligned agenda in 2015 to accomplish this. MMA’s SMoX (Cross Marketing Optimization), our proprietary research initiative, will provide, for the very first time ever, real data on the effectiveness of mobile in the marketing mix as well as scientifically tell us the optimized level of mobile. There will be additional insights around the value and role of the many mobile elements, such as audio, video, native and location. These insights will be extracted from actual real world campaigns with Coca-Cola, AT&T, MasterCard, Walmart, Unilever and others in the U.S., UK, China and Brazil. MMA’s Mobile Inspiration Case Study Hub is currently Greg Stuart at 500+ curated case studies but will grow to well over 1,000 in 2015. That’s more mobile insight from CEO more countries behind more marketer objectives than available anywhere else. Our members can use Mobile Marketing Association these case studies as a way to understand how to New York • • London • Sao Paulo

4 WELCOME LETTER

We are big believers in the power of mobile and its I hope that you enjoy this edition of the Yearbook. Do ability to drive transformation and innovation for the let us know if you have any feedback so that we can advertising industry. I know that you are too. make next year’s even better. Globally, there are more people who own a than those who own a toothbrush! Today, Happy Reading! mobile is not simply a nice-to-have or must-have. Mobile is a must-do-well for brands and their agencies. This is the second edition of the MMA Yearbook in Asia- Pacific and we hope that you find it to be a valuable and comprehensive resource on all issues related to mobile marketing. This year’s edition includes essays by brand marketers, agency leaders, data and research providers, and social media companies on emerging mobile technologies, industry trends, and creating shared value for customers and brands through mobile. I’d like to thank all those who’ve contributed their expertise and have been instrumental in helping us put this together. Your participation is a critical factor in the success of all MMA’s activities from this Yearbook to our annual Forums. Rohit Dadwal In the year to come, my hope is that as an industry Managing Director, Mobile Marketing Association we’ll be able to take advantage of the momentum APAC we’ve created through our events and awards series, partner events, learning initiatives, mobile intelligence studies. Let’s continue pushing for better creative, a stronger understanding of the mobile medium, and for advertisers and agencies to put mobile at the heart of their campaigns.

5 MMA APAC 2014 Yearbook

EXECUTIVE SUMMARY by Madanmohan Rao With over 25 authoritative and insightful chapters on Mobile effectively drives the consumer‘ surplus’ of mobile marketing, the 2014 Yearbook brings a wealth the wired ecosystem in terms of additional value of experience and counsel from across the region. received. Mobiles are at the junction of data flow, The Yearbook also has highlights of winners from content and consumption. Consumer interactions the flagship MMA events and Smarties awards in require marketers to not just launch and leave an Singapore, India, China, Vietnam and Indonesia. The idea, but learn and resonate these ideas. Mobile will Yearbook lists organisational members in the Asia- be the key gateway to bring an additional two billion Pacific and profiles the Board of Directors who can consumers into this connected world. “The value help you scale mobile marketing in your individual created by a mobile centric strategy is beyond just markets and grow the whole industry. The material in marketing, it is just going to be central to the way we this chapter digs beneath the data points in Part VI of run our business,” argues Gowthaman Ragothaman, this Yearbook and throws light on mobile consumers, COO, Mindshare World. brands, trends, impacts, devices, tools and marketing agendas. One challenge in the digital world of plenty is that too many choices can lead to decision paralysis, Part I: Mobile Marketing – Consumers and Brands postponed decisions and less satisfaction. To be While content may be “king” in the digital world, successful, mobiles should be able to deliver to users mobile is the “Queen of Queens” – content is a customized set of choices based on behavioural successful only if it gets to the right people at the context. “Simplifying the world’s choices on right time. In other words, context is a key driver for the mobile is the next big consumer marketing digital strategy, eg. geo-targeting. Location-centric challenge,” explains Suresh Shankar, Founder, Crayon marketing is much more than just mining cookies or Data. Success lies in finding ways to reduce big data footfalls in a mall, it includes psychographic elements to relevant data. as well. Proper contextulisation of content helps marketing deliver a powerful brand experience. “2015 Mobile engagement is deepening in the Asia-Pacific, is likely to see a perfect storm of great targeting, as well as use of social media such as increased scale in inventory, better data and even for online and offline networking. Multi-screening more impressive creative formats,” according to behaviours and video consumption are mushrooming, Cheuk Chiang, APAC CEO, Omnicom Media Group. according to Dan Neary, Vice President, APAC, Facebook. The Internet.org initiative aims to bridge It is important to understand mobile as a mindset the digital access gap, and mobile will be a key and not just a channel, argues Dick Van Motman, marketing tool for the next billion digital consumers. Chairman & CEO, Dentsu Aegis Network, South East Asia. Consumers now spend most of their Rich media on can be effective in media day on mobiles. Advertisers need to leave boosting ad engagement substantially. “Native their comfort zone, and develop a hunger to learn. advertising has raised the bar for personalised After all, mobile gives power back to the consumer. mobile advertising by maximising engagement and Marketers need to invest in the creative process, and minimising intrusiveness,” argues Vikas Gulati, Vice not just stick to earlier strategies. The industry needs President, Southeast Asia, Vserv. Mobile is powering more ‘champions of mobile’ such as Mondelēz’ Oreo. the ‘sharing economy’ and opens up new avenues for Mobile marketing should be an embedded activity product innovation and supply chain management, and not in a separate silo. not just advertising and marketing. Mobile marketing has been slowly transforming and evolving into data- Mobile inventory should no longer be undifferentiated, driven marketing. and mobile media should have passionate advocates. But this cross-agency multi-functional initiative The growth of mobile marketing is being held back is hard work and requires extensive resources to because of the difficulties in measuring its impact, understand and leverage mobile, urges Bharad or ‘attribution analysis.’ One reason is Ramesh, Founder, eMVC. TV ratings businesses and browsers generally do not support cookies. Newer outdoor hoardings are just two of the many industries models raise challenges of scale, granularity and being disrupted by mobile, and call for cooperation privacy. Mobile marketing calls for “more sensitive across the board, including mobile operators and measurement efforts and richer analytical thinking,” social media giants. Trends to watch in this space, urges Leo Scullin, head of Global Industry Initiatives in markets like China, include mobile money, O2O for the Mobile Marketing Association. Components (online to offline) synergy and geo-proximity. such as in-app purchases and mobile optimised video open up new frontiers in Smart Mobile Cross Marketing Effectiveness (SMoX.ME).

6 As the umbrella of the ‘digital’ ecosystem continues Mobile offers a constant stream of opportunities for to spread, the range of active devices includes innovative marketing. However, mobile marketing smartphones, tablets, and Internet of should have a big idea behind it, not just a gimmick Things (IoT). Measuring mobile impacts in the long or a generic app. “Using mobile in more imaginative term calls for a range of tools including user panels ways can lead to work that is both innovative and and census tags. These multiple data sources vary useful,” argues marketing consultant Graham Kelly, in levels of accuracy and sophistication in different citing examples from Sky, Tokyo Aquarium and markets. For example, marketers need to understand Mercedes. Features like Augmented Reality have the relationships between and tablet been around for years but are still used quite badly. audiences on browsing and apps in varying income It is therefore important to keep the emphasis on groups. This calls for trusted independent data marketing concepts that are simple, intelligent and sources and rigorous methodology, says Joe Nguyen, insightful. Senior Vice President, Asia Pacific, comScore. Mobile is evolving not just in terms of device factors, It is through location that mobile can deliver the most but content and communication. personalized and relevant advertising to influence combine the visual quality of social media with the where consumers are going, thus connecting the dots immediacy of SMS, making it the closest tech has between online and offline sales. In China, one-third of come to mimicking real human interactions, explains marketers reported that they are using geo-location Krishnan Menon, Chief Client Officer, Asia Pacific at “always” or “frequently” in mobile marketing. MMA’s Wunderman Network. Messaging apps demand a Location Terminology guide is a useful educational re-thinking of digital and social strategy to get the tool in this regard, to help marketers understand new most of out of them. That requires understanding ways of customer profiling and behaviour modelling. the dynamics of messaging apps and getting the “With location, marketers have finally found the relationship right. Each new media shift can bring Holy Grail in advertising and the tools to achieve it,” brands closer to effective consumer conversations. argues Yang Cao, General Manager, APAC, xAd. Search and video marketing play to the unique Keeping up with the vast range of trends and impacts strengths of the smartphone. They have important in the world of mobile media calls for a strong contextual clues about local intent, depth of personal commitment to learning through formal interactions, connection and task orientation, according to Matt events and online education. However, marketers do Brocklehurst, Product Marketer, Mobile Ads, Google. not seem to be great at investing time in learning. Location extensions, call extensions and app “Marketers have an opportunity to connect, engage extensions are useful marketing techniques, along and influence consumers in a more personal way with mobile-centric creatives and sites. The key is than ever before,” argues Paul Berney, Managing to engage with the hearts of customers, and not just Partner EMEA and Co-Founder of mCordis. MMA has target their wallets. now created an accredited qualification in mobile marketing that can be recognised by educational Mobile devices and mobile usage continue to institutions and employers alike. outpace desktop with strong increases year-over- year worldwide, observes Dr. Beverly Harrison, Smartphones and even feature phones continue to Senior Director – Research, Yahoo! Experiments offer smarter ways of audience engagement. The and insights are needed to understand this shift: for Third Wave has also emerged via the Internet of Things example bursty smartphone usage suggests that in the form of ‘wearables’ and ‘nearables,’ observes context must be preserved in apps via avoiding need Ashutosh Shrivastava, CEO, MindShare Asia-Pacific. for excessive link traversal. Time-of-day usage affects A spectrum of attractive – and sometimes confusing consumer receptiveness to ads as well. Models such – options is opening up for marketers via mobile, as ‘alarm clock’ morning news feeds can meet such in scenarios ranging from media consumption to needs. Other avenues to explore include use of e-commerce. Industry standards and benchmarks iBeacons to detect and connect with nearby users. will help pave the way for more learning, in addition to case studies documented by MMA. Mobiles are perhaps the most disruptive technology invented since the airplane, observes Sushobhan Advertising campaigns are built around three Mukherjee, Founder, Narrative Technologies. Both essential pillars: Audience, Content and Experience, the airplane and the mobile have made the world and mobile is transforming these pillars. Investing in a smaller, more intimate place. Examples of mobile creative ideas can lead to a marked increase in ad success include Nike Plus and Kenya’s m-Pesa. Both performance in mobile as well. A campaign can get succeeded by truly mastering symbiosis, weaving 44% more engagement by increasing their creative together consumers, cultures and innovation spends on mobile, argues Rahul Pandey, CEO, respectively. As change agents, marketers and Bonzai. There is a need to tap into the potential of brands must redefine the mobile ecosystem and mobile and test its limits via new kinds of UX for geo- create magic in The Global Commons. location data and social sharing. Mobile is a medium of creative brand expression in its own right.

7 MMA APAC 2014 Yearbook

Just as the robotic Philae Lander had a bumpy landing 2014 may well have been the year of the mobile on Comet 67P in 2014, so also mobile marketing may for Australia, thanks to widespread consumer and not yet have properly arrived at its destination but agency adoption, according to Jonathan White, will eventually do so, argues Naru Radhakrishnan, VP and Regional Director for InMobi Australia and Chief Client Officer, South East Asia, Millward Brown. New Zealand. 56% of Australia’s mobile web users The mobile ecosystem has been on a trajectory that use their phone as either their primary or exclusive is fast and fiery, and faces challenges ofThe Big Rift means of going online. The average consumer has (between consumer adoption and brand saviness), well over 30 apps on their phone. Location and The Big Idea (one single brand proposition), and The demographic targeting are the most popular. Growth Big Hole (lack of clarity with RoI). in mobile use over 2015 in Australia is likely to come from social media, followed by general search, email In practical terms, brands need to develop best and downloading apps. practices in mobile user experience (UX). In addition to form factors and ergonomics, designers need to The mobile phone has an unparalleled reach in India, factor in the interrupt-driven nature of mobile usage. around 921 million users, as well as 180+ million Mobile devices generate a lot of information about active mobile Internet users. In the coming years, the user, and contextual data can be used intelligently the Internet in India will bypass the boundaries to pleasantly surprise the user. Dissecting the mobile of English language and will evolve to become user experience into key components, and placing the more visual and video content led, according to user’s expectations at the centre, yields a conceptual Tushar Vyas, Managing Partner, GroupM South Asia. framework for building and evaluating good mobile Mobile first destinations are the new norm, such as experience, explains Rajat Harlalka, CEO, Bellurbis. Whatsapp, Flipboard and Uber. Adaptive marketing and advertising in the ‘stream’ will enable new kinds Market leaders must create ‘brands with purpose’ of calls to action and instant engagement. – purpose that is meaningful for people’s lives, and bring together global and local insights. A range of More than 20 million actively used smartphones in cases from Indonesia and India show how smart data Vietnam have become the bridge between proactive can be used for better mobile targeting, according brands and mobile consumers. Around 90% of the Adeline-Ausy Setiawan, Media Director, Unilever population has a mobile, and mobile advertising Indonesia and SEAA, and Maneesheel Gautam, campaigns in Vietnam via networks such as AdTima, Invention & Digital Leader, MindShare Indonesia. This Admicro and GFM have helped target customers integration, however, calls for hard work, creativity at a reasonable cost with effective measures. and cooperation. “Execution is king, Content is Mobile marketing is becoming more popular with queen” in the world of mobile marketing – and applications from big global brands, and a number marketers must “have balls for hard calls” in order of home-grown successes are emerging, despite to succeed. some complaints about irrelevant and unwanted advertising. Earlier metrics such as Marketing Performance Measurement (MPM), Advertising Performance Dip into this Yearbook and draw your own inferences, Measurement (APM), Click Through Rate (CTR) and takeaway points and action items! Get involved, get Conversion Rate (CVR) do not apply as easily to excited, and get on board for driving the mobile the mobile world. The typical mobile ad network is momentum in the Asia-Pacific and beyond! blind, and mobile media lack audience measurement at scale, argues Anindya Datta, Founder, CEO, Madanmohan Rao is the editor of the Asia-Pacific Chairman, Mobilewalla. Without transparency and Internet Handbook. He has published over 15 effective audience measurement, mobile advertising books spanning five series, covering digital media, will have a hard time achieving levels of accountability innovation, knowledge management and culture. common in traditional media advertising, and that is He is research director at YourStory Media, and has spoken at conferences in over 80 countries around where industry cooperation will be needed. the world. He was the editor of the MMA Yearbook In 2013, global smartphone sales exceeded feature 2013, and can be followed on at @MadanRao phone sales for the first time, but there is still lots of mileage via feature phones in the emerging economies of Asia and Africa, argues Ramya Rajan, Marketing Manager – Brands, InMobi. Mobile has great influence on purchasing behaviour in countries like Kenya and Nigeria. Africa is a mature feature- phone market and a “first-phone” market. A number of mobile marketing successes have emerged in Africa, such as the Excella’nt Competition campaign initiated by Mobitainment for Wilmar Continental. Other successes are m-Pesa in Kenya, Mixit in South Africa and Afrinolly in Nigeria.

8 PART 1 MOBILE MARKETING – CONSUMERS AND BRANDS

MMA APAC 2014 Yearbook MMA APAC 2014 Yearbook THE QUEEN OF QUEENS by Cheuk Chiang, APAC CEO, Omnicom Media Group

I remember years ago when an old boss of mine So getting the right content in front of the right had one of those brick phones. Back then, mobile people is critical for content to succeed. phones were a luxury and the Motorola 8000M Thick Brick Cell Phone as it was known, was leading edge And so this is where Mobile is the Queen of Queens. technology that allowed you to do one thing – make In the realm of mobile advertising, context is phone calls from anywhere! everything. Who is seeing the ad? Where is it showing How technology has evolved. Today, mobiles (as up? And what exactly are customers doing when they we now call them) allow us to watch videos, play see it? Mobile allows marketers to more effectively games, surf the net, text, listen to music, photograph, deliver a content marketing strategy because it is socialise, recognise, exercise, bank, book, buy, add, better targeted and more engaging. make movies, plan, check the weather, power up, Of the available tools mobile advertisers are using to mail, locate and find, trade, take notes, - and make target the ideal customer, one of the most popular phone calls! remains Geo-Targeting - the broad term applied Mobile has forever changed the way we communicate to any and all strategies that use location data to and share information and we now feel the need to determine who is and is not a part of that perfect be connected almost anywhere and everywhere. audience. Futurists like Ray Kurzweil often talk about how Mobile and location have been inextricably linked technology is conforming to us. They speak about because of the unique GPS capability of smartphones, the culmination of singularity or the technological cell tower triangulation and even Wi-Fi and Beacon creation of smarter-than-human intelligence. They technology. say that it is something that is coming in the not so Yet, when we examine how marketers are using distant future. the potential of location, we often see that their When you consider that smartphones are almost perception of location targeting is fairly superficial becoming an extension of ourselves, rarely leaving and can be a little bit blinkered. Marketers most our sides (just check your pocket), you have to commonly use mobile merely as a means to direct believe there is some truth here. footfall to a predetermined location – primarily retail space, or for an event. However, this is merely The rise and rise of mobile has primarily been driven skimming the surface of the power of location. by our insatiable appetite for content. Historically the quantity and quality of location The person who coined the term “content is king” data has been rather poor. Very often, longitude was onto something but failed to point out that whilst and latitude data available in-market were either content is king, context is the queen that wears the inaccurate or did not exist. Usable location data is boots. We are indeed drowning in a sea of content now available and extremely granular, allowing us to be it native advertising, or sponsored and promoted think about our targeting in new and exciting ways. content. Whilst it is correct to say that the quality of content needs to be improved to be noticed, the Until now, we have targeted consumers based on other more important point is that no matter how contextual relevance, investigating how sites and good the content is, if it is not discovered, then it is a apps index against certain demographics or by wasted effort. The most expensive, most creative and the user’s mobile browsing history. If an advertiser most entertaining content is truly worthless unless wants to reach a football audience, we buy ads in the intended audience is finding and sharing it. football related apps. Equally, if we want to reach a

10 technology savvy audience, we target specific tech At Omnicom Media Group, we are constantly trying sites. But what if we want to reach parents? The scope to push the boundaries of mobile advertising. of potential sites and apps is much broader and will Despite being in a region with relatively poor data inevitably lead to wastage. This is where location is a capabilities, we have found fresh ways to integrate thrilling additional data layer, which adds even more with data providers to enhance our targeting relevance to our communications. capabilities. Our planning teams are working with all our clients to determine the role for mobile in their Using the same examples above, if we want to reach communications strategy and where this incredibly a dedicated football fan, we can geo-fence football powerful medium can exert the most influence. stadiums and target fans who actually attended matches – arguably the sort of passionate fans 2015 is likely to see a perfect storm of great targeting, advertisers would love to reach, rather than more increased scale in inventory, better data and even passive fans who read editorial content. Equally, more impressive creative formats. we can also target tech malls, seeing which ad impressions have come from these malls, tagging the Once advertisers embrace mobile-first content with devices and later retargeting them. more enthusiasm, location data can dynamically alter our advertising messages, such as highlighting Reaching parents is a more interesting example specific stores local to one’s real-time location. We because we can add multiple geo-location data anticipate that the mobile media landscape will shift points. If somebody has been to a school in the towards an increasingly sophisticated one, with more morning and again at 3-4pm, they are likely to confident clients eager to capitalise on the potential have dropped their kids off at school. If they have of mobile. The new industry benchmark will be also been to leisure centres, playgrounds and family mobile campaigns that go beyond just a snazzy rich destinations such as Legoland, then they are almost media ad unit, but one that utilises clever audience certainly a parent. targeting, coupled with interactive creative formats that will dynamically adapt depending on who and Through setting up and monitoring the traffic in pre- where the consumer is. determined locations such as schools, malls, and CBD areas, as well as using additional data points If you had of told me years ago that my boss’s including browsing history, we are better able to mobile would someday become the most powerful identify differing audience segments more accurately and pervasive communication vehicle on the planet, and precisely. I would have probably would have thrown a brick at you (well, maybe not his). Nobody knows what Context is no longer determined through browsing is in-store as mobile only continues to evolve and history, it is also derived from geographic behaviours positivity affects our lives. and patterns. Long live the Queen (of Queens)! The more data points we have, the clearer the picture of the target audience becomes. We can better differentiate within broad audience segments e.g. males of age 25-35, based on their location patterns Cheuk Chiang is CEO, Omnicom Media Group, – avid international travelers, parents, golfers, hawker APAC. He has 22 years of experience in media and food customers, people who live in upmarket condos, agency management roles. Cheuk led PHD Asia and so on. This enables more precise targeting that, Pacific for five years as its CEO. In 2002 he was if done well, would provide the target audience with conferred Media Magazine’s Suit of the Year award, relevance and not annoyance. and Agency Innovator of The Year by Internationalist Magazine in 2012. Cheuk has served as judge at the Our ultimate goal is to serve the right brand Cannes Lions International Festival. experience, to the right person, at the right time. Location helps us determine with far greater accuracy who our audience is, which in turn makes brand experiences more relevant and more engaging. Geo-targeting, therefore makes the mobile space very exciting and unleashes its true potential. Agencies have been talking up the potential of mobile for a long time now and many advertisers are now emerging out of the ‘test and learn’ stage. More often than not, brands realise that mobile is producing stellar results, not just on their digital campaigns but also their multimedia campaigns.

11 MMA APAC 2014 Yearbook

MOBILE AS A MINDSET NOT JUST A CHANNEL Dick Van Motman, Chairman & CEO, Dentsu Aegis Network, South East Asia

It has been about a decade since the first pundits The only form of media that moves, mobile gives began calling it ‘the year of mobile.’ While that year power back to the consumer. This means that has come and gone, marketers for some reason still consumers are their own brand authority and have have not caught up with mobile. We are still talking the power to pick and choose not only which brands about how we can integrate mobile with mainstream to engage with, but also when and where to do so. media. It is backwards thinking. How can you not In addition, mobile is accessible, following people consider something that almost everyone in the wherever they go; personal, used as an extension of world is using for communication, social networking, the individual; and connected, reaching people 24/7. entertainment, and information as mainstream? These unique characteristics bring opportunities that Common marketing wisdom tells us one thing, and have not been available to the advertising industry that is to be where the consumer is. While mobile before. The possibilities should excite marketers and is not glamourous and executing mobile campaigns drive us to do better work for our clients. might seem tedious, it is where the consumer spends most of their media day now. The advertising industry DRIVING THE NEED FOR CREATIVITY needs to keep up with consumers and be on mobile if we want to continue to be effective. Closely linked to the issue of clarity is the seeming lack of ‘ground-breaking’ creative in mobile campaigns. In Asia-Pacific, the uptake of mobile marketing has There is still a distinct disparity between the level of been slow, with only a few brands leading the push creative and the potential offered by the medium. for mobile. There are still a few interlinked issues left to be resolved in the region before the wholesale Asia’s conservative, wait-and-watch attitude is adoption of mobile will take over. We need to develop a barrier here. The unwillingness to invest in the a greater understanding of mobile across the board creative process, and opting instead for strategies while expecting the same high standards of creativity that have worked in the past, inhibits creativity. on mobile as we do on other media. This also means The diversity of the market itself is also another investing time and money in measuring our success factor. Needless to say, the region is a fragmented so that we can prove the value that mobile brings to market, issues such as cultural preference, types the table. of phones (including their OS preferences), CLARITY AND UNDERSTANDING ABOUT MOBILE language, infrastructure, population size and even communications patterns make the drive to higher A common refrain amongst clients and agency folk levels of creativity a daunting task. Not only does is this: “If my campaign is working and is delivering the creative need to adhere to the medium, a whole results, I don’t need to use mobile.” To them I would myriad of other factors come in to impede our task. like say that it is our responsibility as marketers to make more of an effort to understand what is taking To overcome this scarcity of creative efforts, we need place now and to accept new ideas. to be braver as an industry. ‘Champions of mobile’ such as Mondelēz’ Oreo are helping lead the region in Since the first campaigns that ran on mobile, there the push for stronger creative efforts. They recently has been reluctance amongst the industry to embrace created playful emoticons that incooperated pictures mobile. A lack of understanding of what mobile can of parent and child together on WeChat, a great do for the campaign is one of the biggest inhibitors example of increasing consumer engagement using and we need to do a better job resolving this issue. mobile’s in-built features. We need to stop being afraid to leave our comfort zone, and develop a hunger to learn. Most of all, MEASURING SUCCESS IN MOBILE agencies must first equip themselves with a strong understanding of mobile’s role in the marketing mix Measurement and attribution has always been an before transferring that knowledge to brands and issue in the ad world, and mobile brings this to the their clients. forefront once again. Until recently, though there was an abundance of data, there wasn’t enough expertise

12 in the industry to make sense of it. Training is an important part of the DAN approach and mobile is an integral component. We have a clear In digital, people understand cookies, but mobile is understanding of the strengths of mobile, the diverse not a cookie-based environment. Due to a lack of ways in which consumers interact with their mobile uniform measurement tools, level of conversion for devices, and the difference this has made in the path- mobile compared to some of the more developed to-purchase. It is a core part of our digital strategies. web conversion models is perceived to be lower. We strongly believe that there is great potential in Thankfully, the situation is a little better now. The mobile beyond traditional banner ads and focus our emergence of analytics firms for the mobile space, creative efforts towards pushing the boundaries such as e-Marketer and Flurry, means that the wealth to create campaigns that add value to the lives of of big data can now be meaningful for to advertisers. consumers. But we must not stop now. We must continue to A campaign that best demonstrates this belief is invest in developing sound measurement metrics so MERRIES Babysitter, a mobile-led campaign we that we can link results back to specific campaigns. ran for MERRIES Baby Diapers in . With EMBEDDED, NOT SILO-ED MOBILE many infant diaper brands to choose from, it is not uncommon for parents to switch brands depending Across the industry, agencies are still putting mobile on price. To create brand awareness, we created a in a silo. A specific division or group is usually in that recreated the sound that a baby hears charge of the entire agency’s mobile-related work. in the mother’s womb. With a frequency between This practice has repercussions across the board and 6,000 and 8,000 Mhz, it is proven to comfort babies. will have to change before the market can become Parents could download the sounds by scanning the more open to mobile. Mobile should be embedded QR code on packs of MERRIES they purchased. We within the entire digital process, if not the entire also created new Babysitter sounds and released agency. them every month as babies would grow immune to the same sound after hearing it repeatedly. Mobile has evolved to become such a powerful medium that it penetrates almost all demographics The campaign increased parents’ awareness of the and psychographics and is able to reach out to an all- MERRIES brand by 35 percent. Without compromising encompassing audience. It’s no longer a niche medium on price, the campaign helped the brand helped and neither should the marketers who specialize in it. encourage repeat purchase, resulting in a 25 percent growth in sales. THE DAN APPROACH At Dentsu Aegis Network, we are resolutely client- Ultimately I believe that the APAC region is moving centric in our approach to delivery. We believe in a in the right direction when it comes to mobile. single P&L model that works well to ensure best-in- There needs to be a little more push in increasing class solutions are created for our clients. Ultimately clarity about the medium, and bravery in execution our clients do not care where in the network these of creative campaigns. As the region continues to solutions come from, just that they are delivered mature on this front, I am almost certain we will well, delivered fast and delivered smartly. To this end, see the creative mobile campaigns become more we are about solving problems for brands, and we common. increasingly see that mobile is earning its place at the heart of the solution. Fundamentally, we believe that Dick Van Motman is Chairman & CEO of Dentsu Aegis mobile capability should be a hygiene element of the Network/Southeast Asia. He has worked across Asia for over 20 years, and currently heads up both the communications process, that it should pervade the former Dentsu and Aegis assets, comprising out of network and integrate with all the other channels 35 operations, and more than 1,700 people across in the communications mix. This approach seeks brands like Carat, Isobar, Posterscope, Vezeum, to de-silo mobile from a purely specialist discipline Dentsu and iProspect. He was earlier with Ogilvy and positioning and move delivery and understanding of Mather, D’Arcy, Leo Burnett and DDB Worldwide. mobile channels across the network. MMA APAC 2014 Yearbook

14 CREATING Value FOR MEDIA ON MOBILE AND ITS IMPACT Bharad Ramesh, Founder, eMVC

the time they spend with the brand. It also requires There is more value in generating media owners to tie in desktop and mobile web transformative insights on consumer usage with offline user behaviour. behaviour and last mile conversions than in selling undifferentiated How many mobile media owners have the intellectual media space. bandwidth, the technology, or the resources to work with advertisers and their agencies to map this out? Who would these media owners be? Mobile media owners are befuddled. Mobile traffic is increasing much more sharply than desktop traffic. How many media agencies and marketers have in- And yet, the media budgets are not moving faster depth knowledge of consumer’s mobile behaviour to into mobile. maximize the opportunity?

But, marketers and agencies are already spending In the near-term, the biggest impact that mobile on mobile. Google Search and Youtube video ads media owners can have on marketers and the media now scale across devices with no extra effort. agencies is by going beyond selling space and Without having to do anything deliberate, mobile’s engagement. Their true value lies in the knowledge contribution to the media plan’s total impression they have of users mobile behaviour – where do users share keeps growing. So why direct additional go, what do they consume, what is the mobile ‘prime investment into mobile? time’ and so on. Mobile media owners can transform the way media agencies go about making their media So long as mobile is within the subset of digital investment choices by providing them with insights spends, the impact will not be transformative. and intelligence about consumer behaviour. Particularly since mobile inventory is undifferentiated, cheap, and has no clear media advocate. Search was Here are a few examples that I have come across of championed by Google, Social by Facebook, Display how transformative such information can be: by Yahoo… Now, which media owner of similar stature - The Out-of-Home media business will be is championing mobile? Everybody and nobody. significantly disrupted once we start evaluating Where is the value being created for brands today in actual data on traffic patterns based on mobile this region? phone data, and plan accordingly. Are certain sites worth what is being charged? Are there cheaper Mobile is transformative in ways that marketers, sites we can use to reach the same consumer? Can who have barely figured out digital, are struggling we start using traditional media measurement and to map. Mobile is increasingly becoming a content cost metrics like R&F and CPMs? Can we help retail consumption and need fulfilment device. But not business with analysis on their traffic patterns? Will everybody is thinking of designing for Mobile when this lead to more media investment and smarter use they design for Digital. This is a significant problem in of mobile by the advertisers? The answer to all of the this region where mobile drives internet traffic. above is ‘Yes.’ The best use of mobile is when it becomes an - The entire Screen-Neutral Planning process can be integral part of the marketing effort, and lends itself more impactful when mobile media owners can bring to addressing brand challenges during the consumer in insights on video consumption on mobile devices path-to-purchase and post purchase journey. This – such as what content gets consumed, during requires a cross-agency multi-functional marketing- what times of the day. It would be really useful to led initiative i.e. hard work. It requires marketers and fuse actual mobile video consumption data into the their agencies to think through the consumer journey optimizers to plan video. We can track cross-screen and design experiences that reward consumers for activity during TV broadcasts and get a sense of how

15 MMA APAC 2014 Yearbook

engaged users are with the content. We can also see consumers, and nimble marketers fighting for share, if there has been any mobile search or chatter after a mean what happens in China today will be replicated particular ad went on-air. in the U.S. or the rest of Asia later. - The TV ratings business can be easily transformed There are three emerging trends in mobile that I see with audio-recognition technology like Shazam. Apps as being widely adopted in the next 18 months. like that also allow measurement of digital screens and ambient radio. 1. Mobile Money: Apple Pay is the tipping point for payments via mobile devices becoming - TVCs can be copy-tested almost in real-time by widely adopted. Retailers are already using mo- streaming it to a panel of pre-selected subscribers bile-based loyalty coupons, and getting transac- who get rewarded with air-time or data packs for tions paid with mobile is the next logical step. their time. Payment or money transfers through mobile phones is already an established practice in And finally, my favourite: the use of mobile to close countries as varied as Kenya and Pakistan. BPCE, the last mile in-store when the consumer is actually a French bank, just launched a service for users making a decision. Whether it is for couponing, to pay via Twitter. Change is coming. checking nutritional information, comparing prices, 2. O2O: Increasing use of O2O (Online 2 Offline or reading reviews, getting more information, validating vice-versa) that allows users to engage further the brand with a friend, or celebrating the post- with the brand in exchange for say, airtime or purchase moment - mobile is an ever-present but data, or leads to a purchase. The technology has under-rated utility that can tip the user into the existed for some time, but services like WeChat brand. now make it very easy for users to embark on the These are small steps, no doubt. But the intent behind O2O journey. them is key. Mobile media owners will no longer just 3. Local retailers and geo-proximity: Local retail sell space. In their own way, across many fronts, businesses have not tapped into the power of they are enabling marketers and media agencies to mobile. They are on Facebook and possibly on transform current ways of doing business. It elevates Google Maps, but the ability to attract consum- mobile media owners from yet another inventory ers when they are in the mood to buy, and get or supply reseller in a transactional relationship to more than their fair share of foot-traffic is a blind strategic advisors who can guide marketers. spot. Perhaps they are not aware of the possibil- ities, or do not know how to go about doing this. One only needs to review the winning entries in the A clear opportunity for local media companies to 2014 Mobile Marketing Association (MMA) awards to grow their share of the local advertising pie. get a sense of how brands across product categories, consumer segments, and countries have used mobile For marketers who have not yet embarked on the incredibly well across the consumer’s path-to- mobile journey, here are five simple activities that purchase journey. Examples range from Nike in Hong can get you started. Kong connecting to real fans for pre-ordering hot sneakers, to Unilever’s Kan Kajura Tehsan which use 1. Rethink Mobile mobile transform people’s lives and grow brands. From a marketing perspective, mobile is not a screen or another media channel. Its function and A key player in this transformation will be the telcos. role needs to be integrated into the marketing mix They have unmatched ability to marry subscriber – all the way from consumer insights to delivering data with user behaviour across devices and brand experiences, closing the sale and the post-sale screens. However, given the relative insignificance of advocacy. advertising to their overall bottom-line, it remains to be seen as to how many of them are willing to put 2. Steal with Pride in the time and effort. Maybe the way forward for Yes, everybody wants a MMA award for their mobile them to maximize the opportunity is outsource this work, but that quest may mean that nothing gets to nimbler, specialist partners who have the mindset done. Instead, simply adapt interesting and relevant and the relationships. mobile executions already done by others (either within your organization or by another brand), tweak As for the media agencies, perhaps it is time to retrain it, and get the ball rolling. It could be as simple as the research and insights wonks sitting near the getting real-time insights on a newly launched TVC. printer to work with real-time data from the mobile media specialists, and directly impact the plans that 3. Demand more from your agency partners marketers sign-off on. Marketers have multiple agencies, with specialists who are very good at what they do. Ask them to If I had to bet on a country that can teach us how help you out. Develop a mobile agenda with different this space will evolve, I would pick China. The sheer agencies contributing. Look for agencies that have pace of change, led by large yet agile internet giants demonstrated a body of work on mobile across (Alibaba, WeChat), the gadget-happy Chinese various clients and countries. That shows a far better

16 understanding of mobile than doing award winning work on one specific client. Ask and you shall get. 4. Engage directly with media owners (Facebook, Google, InMobi, local telcos) Mobile is new territory and changes rapidly. The fastest way to build organization capability and knowledge is to tap into the media owners and local telcos. New ideas, capability building, and insights on consumers - the media owners have the resources, knowledge and experience in helping marketers use the medium to its best. One should not just restrict oneselves to the ‘digital or mobile’ media owners. It is always good to have a chat with the leading newspaper or TV station in your market, and understand how they view mobile and how they are adapting to mobile. You may just come away pleasantly surprised.

Don’t hire a mobile specialist - hire a digital strategist first Mobile should always be viewed as part of an organization’s digital transformation initiative rather than a stand-alone project or media. It is important to first have a resource who has a holistic perspective on digital, rather than a sub-specialist (social or mobile). This resource can also help manage the agencies better. One can always tap into a mobile expert as and when the need arises.

Bharad Ramesh is founder and chief analyst at Singapore-based eMVC, a media advisory firm that works with marketers and media owners to realize value from media investments. He was previously head of trading and partnerships at VivaKi, South East Asia.

17 MMA APAC 2014 Yearbook

WHY SHOULD Mobile Marketing BE THE MOST STRATEGIC IMPERATIVE TO MARKETERS? by Gowthaman Ragothaman, Mindshare World

There are four important perspectives that I would utility is the increase in satisfaction a consumer gets like to bring to bear for marketers to help get a from consuming one additional unit of a good or sense of the rising importance of mobile marketing service. In very general terms, the marginal utility of becoming extremely strategic in the future. goods and services is subject to diminishing returns - in other words, each additional unit purchased First is the concept of Consumer Surplus - from a recent provides less and less benefit to the consumer. report from McKinsey to understand the value created Eventually, the marginal utility of the good or service by the mobile ecosystem with the various interactions diminishes to the point that it is not “worth it” for the consumers have between themselves. Second is the consumer to purchase an additional unit. If we identify Tip of the Iceberg estimation of what infrastructure these two activities as a cost to users and set a price and quality content can bring to the party. Third is they think they would pay to avoid disruption of The Confluence of Pipe, Data and Content as the new their web experiences or to limit the risks associated communication ecosystem. Fourth is the emerging with sharing personal information, since 2010, as per importance of Content Marketing in the new digital McKinsey, these costs have risen to €80 billion, from age of marketing communications. The objective of €30 billion, reflecting growing consumer sensitivity this article is to help marketers connect these four dots to web clutter and privacy issues. to understand the importance of mobile marketing. Even after we remove the cost of marginal utility A. MOBILE WILL CONTINUE TO DRIVE THE ENTIRE NETT from the overall consumer surplus, we are witnessing CONSUMER SURPLUS IN THE WIRED ECOSYSTEM: an overwhelming €170 billion nett positive value created by the connected world of internet across all Consumer surplus is broadly defined as the screens. Interestingly, in a sign of maturing usage, the difference between an item’s “total value” or “total nett surplus for the wired web has remained close value received” to consumers and the actual price to flat since 2010, as a large increase in privacy and that they pay for it. In other words, if consumers clutter risk balances the increased surplus. Mobile pay less for a product than what it is worth to them, usage drives almost the entire increase in the overall consumer surplus represents their “savings”. In the nett consumer surplus across all the screens. connected world of internet, when consumers tweet, exchange photos, or search for information on the B. AND WE ARE STILL AT THE TIP OF THE ICEBERG web, they have come to expect that all this will be AS A LARGE SHARE OF POPULATION IS STILL OFFLINE! free! This panoply of services by web providers is estimated to be nearly €130 billion in the U.S. and Despite the increasing utility of the Internet in Europe (using survey data and statistical estimation) providing access to information, opportunities and as to how much consumers would be willing to pay resources to improve quality of life, there remain for each of a range of services and then aggregated large segments of the offline population that them, when McKinsey took the measure of these lack a compelling reason to go online. Barriers in consumer benefits! A 2013 update suggests that the this category include a lack of awareness of the consumer surplus has nearly doubled, to €250 billion Internet or use cases that create value for the offline and three-fourths of the incremental surplus results user, a lack of relevant (that is, local or localized) from the explosion in consumer use of the wireless content and services, and a lack of cultural or social web through smartphones and tablets—propelled acceptance. The root causes of these consumer by the migration of web services, communications barriers include the high costs that content and channels, social media and entertainment to these service providers face in developing and localizing wireless devices. relevant content and services and their associated business model constraints, low awareness or While web services are free to consumers, many interest from brands and advertisers in reaching companies providing them generate income from certain audiences, a lack of trusted logistics and their extensive platforms and user networks, through payment systems (thereby limiting Internet use advertising or access charges for valuable information cases such as e-commerce and online banking), low about consumers and their preferences. Marginal ease of doing business in specific regions (thereby

18 impeding development of local or localized content Fig. 1: Multi MFormatulti FMultiorm Screenat M ulContentti Sc reen Content and services), and limited Internet freedom and SHORTFORM LONGFORM SCREEN/FORMAT TEXT LITERATURE POSTER AUDIO information security. While low incomes and AV AV affordability is also an additional barrier this barrier LOCATIONS BILLBOARD is predominantly rural at the moment affected by OCCASIONS CINEMA adjacent infrastructure support such as roads and CABLE VIDEO electricity. And even if we, for a moment, ignore the SATELLITE SONGS VIDEO presence or lack of digital and language literacy PRINT INFORM sourced back to the under-resourced education INTERNET BLOGS RICH MEDIA SONGS VIDEO CINEMA system in these markets, infrastructure turns out MOBILE ALERTS BLOGS RICH MEDIA SONGS VIDEO CINEMA to be the next biggest barrier for mobile internet coverage - including limited access to international D. CONTENT MARKETING bandwidth and limited spectrum availability. An estimated two billion additional population can Building out a consumer-centric strategy leading to come on board if these content and infrastructure brilliant, ground-breaking ideas is now dependent issues are addressed and one can imagine the on creating multi-platform content taking it all the incremental consumer surplus which the mobile way through to execution. Media by itself is now ecosystem can create worldwide! becoming creative with consumer interactions with media channels becoming mechanisms to uniquely C. THE NEW CONFLUENCE express a brand’s voice or generate engagement. And now for a moment, if we treat marketing Marketers should not launch and leave an idea, but communication as content or a blog, the success or instead, based on data available, continue to optimise failure of our audience seeing it is now dependent content, launch and learn and then make changes to on what I call the confluence of Pipe, Content and make content more resonant. the Consumer. All these three streams have one thing Content is no longer one-size-fits-all either. Content in common – the data that they carry with them. optimization works by deconstructing the layers When we recently estimated the total number of that make up how a viewer consumes content - and data feeds that we can tap across Paid, Owned and seamlessly incorporating them into the creative Earned media – for a reasonably moderate category, itself like time of day viewed, location, weather, we could list down 120 data feeds. There are at least device, destination, pop culture, trends and history, seven different pipes through which content can flow etc. There are now automated technologies that are – and this includes both analog and digital. available to quickly alter and version the original I have specially kept Mobile as a separate pipe, as it is creative into highly personalized content. Content really becoming one of the leading reach providers. is now being classified as Long Lead (produced I have consciously chosen to use “Locations” instead ahead of time as part of a broader campaign), of “Out of Home” as increasingly Billboards are now Planned Spontaneity (Assets created around a becoming interactive with AudioVisual capabilities known upcoming event or tentpole) and Reactive and they are now established in many walks of life (genuinely adaptive real-time content) and it is much more than the conventional outdoor sites. I being created, co-created, integrated and curated have consciously chosen to use “Occasion” instead on an ongoing basis. And all this is now possible of Hotels, Restaurants, Cafeterias and Cinema especially with Mobile as the main pipe through because, increasingly the context of communication which all forms are content are seamlessly flowing. now transcends across these occasions. If Content is the King, Mobile is the Queen! Today, content is flowing through many pipes and CONNECTING THE DOTS increasingly will be able to flow in all forms in each 1. Mobile drives the nett consumer surplus value of the pipes – for example, Mobile as a pipe already of the connected world of internet even after has Text, Catalogues, Banners, , Videos and discounting the cost of marginal utility that the Movies and it is going to only get better and better. consumers are willing to pay for some of the ser- Content is also now getting leveraged across many vices. forms and I have picked up the most relevant six as 2. Mobile will be the next gateway to bring an addi- an example. I have consciously avoided using the tional two billion consumers into this connected word TVC as it is just one form of Shortform AV being world, when infrastructure and suitable content used in Cable & Satellite, but the emerging trend is are available for consumers. to have Shortform AV across Mobiles, Locations and 3. Mobile is the only pipe through which all forms of in Occasions. The point being that we need to start content seamlessly flow - Text, Literature, Poster, looking at Content as Texts, Literature, Poster, Audio, Audio, Shortform AV and Longform AV. Shortform and Longform AV. And all these content 4. Mutli-format content across multiple screens is formats are now being leveraged across all pipes. the future of marketing communications and in And in the future, this is likely to become even more the future marketing activities will planned, reac- seamless.

19 MMA APAC 2014 Yearbook

tive and long lead where content will be created, Fig. 2: Content Strategy curated, integrated and co-created. So if we could connect these four themes - rising importance of Content Marketing, Mobile as the most important pipe in the confluence, the importance the importance of Mobile to add two billion consumers with quality content, and the Consumer Surplus this can bring to the table - one cannot ignore the importance of having mobile marketing as a central and the strategic decision. The value created by a mobile centric strategy is beyond just marketing, it is just going to be central to the way we run our business, not in the near future, but here and now.

Gowthaman Ragothaman is COO of Mindshare Asia- Pacific. He has 22 years of experience in the industry across FMCG, Airlines, Finance, Telecommunications, Banking and Auto and led Mindshare South Asia to agency of the year for 5 consecutive years. He is an avid movie watcher and claims to be able to watch any movie in any language.

20 Big data MEETS MOBILE: HOW CHOICE ENGINES WILL SHAPE THE FUTURE Suresh Shankar, Founder, Crayon Data

THE AGE OF MORE it relevant or meaningful to each individual. This is An average person today, processes more data in now happening in category after category. As Fig. a single day, than a person in the 1500s did in an 1 shows, consumers are looking for easier ways to entire lifetime. Today, data is being generated at a navigate the vast amounts of information available. phenomenal pace. The digital footprint of society is exploding. Each of us now leaves a trail of digital exhaust, an infinite stream of phone records, texts, browser histories, GPS data, social media data and other information, that will live on forever. IDC forecasts a 44-fold increase in data volumes by 2020. We live in what seems to be ‘the age of more’. According to Prof. Barry Schwartz of Swarthmore College (author of The Paradox of Choice, see Ted (http://www.ted.com/talks/barry_schwartz_on_the_ paradox_of_choice?language=en), more is less. More choices can lead to decision paralysis, postponed THE EMERGING DOMINANCE OF MOBILE, decisions and less satisfaction. Prof. Sheena Iyengar of CHANGES THE LANDSCAPE EVEN MORE Columbia University (author of The Art of Choosing, see Ted (http://www.ted.com/talks/sheena_iyengar_ Think about it, mobiles are increasingly defining choosing_what_to_choose#t-26293) says that with every aspect of our lives. Nearly five billion people a moderate number of options (4 to 6), people are now connect to each other and the world through a more likely to choose, be more confident in their mobile device. When you look at your own life, it is decision and happier with their choices. In other clear that you and every consumer now carries in the words, less can be more. pocket the entire inventory in all the world’s stores. More and more, the battleground for consumer IN THE AGE OF MORE, WE MAY SOON SEE THE choice is shifting to mobile. TWILIGHT OF SEARCH Illustratively: 15 years ago, the defining problem of the Internet age was how do I find the information I need? This —— 15% of sales for companies (like Amazon, Gilt, gave birth to search engines. The problem today is Qoo10) are mobile based. ‘how do I find a choice that’s right for me? One that is relevant and that is personalized? —— 21% of consumers, across categories, use mobiles for product search This is easier said than done. Because choice is a cognitively complex decision. In other words, it is not —— 50% of customers use mobile phones to check just about finding different pieces of information, but prices about putting them together intelligently. Something the human mind is very good at doing in ways that a —— 60% of smart phone users are buying products computer cannot. using a mobile device FROM SEARCH TO GUIDED CHOICE —— 63% of viewers are simultaneously using PCs, tablets or smart phones to gain access to related As Profs. Schwarz and Iyengar have shown, the information while watching the TV. challenge is to reduce or simplify choice and make

21 MMA APAC 2014 Yearbook

Mobile devices are clearly making dramatic changes Fig. 2: Taste Graph to the way people choose, buy and consume things. With mobile Internet already surpassing desktop Internet usage, the need of the hour today, is to navigate through the noise created by these large amounts of data, quickly and effectively. MOBILE LED MARKETING IS GAINING TRACTION The massive growth in mobile ad spends is based on the very nature of mobile devices. GPS-based fencing allows stores to ping their customers when they are in the vicinity. Location and context awareness opens up new channels of communication. It has been proven that there is a high probability that an SMS about say, a shoe sale in the mall you are currently One of the interesting approaches to solving this in, will actually draw customers to the store, or at the challenge is to build a Taste Graph. For instance, least make you check out the details on your smart Crayon data has built a proprietary cross-category phones. taste graph that combines internal and external BIG DATA MEETS MOBILE data across areas like taste, influence, context and behavior to plot the affinity of every product in the Currently mobile targeting is usually based only world to every other. on factors like location, whereas, as we have seen, consumer choice is a more complex decision. Choice This massive graph is then used to build mobile apps is sometimes based on your context (like location), like Crayon’s Maya, a personal concierge, and Pepper, a but more often, driven by your tastes, your influences sales choice guide to simplify and deliver choices. and your past behavior. Big data led mobile apps like Maya will help transform The big challenge for marketers is: take a trillion the misery of choosing to the magic of choice. options available today because of big data and the SIMPLIFYING CHOICES ON THE MOBILE internet, and reduce it a few relevant options that display easily on a small screen. The day is not far away when you will pull out your mobile device and an app like Maya will tell you: ‘Hi, I think you may want to consider having dinner at this Japanese restaurant close by. It’s your favourite cuisine, you haven’t eaten it in a while, and the restaurant is highly rated by several of your friends. There’s also an offer from your bank, and we know that the client you are with will love it too. By the way, there is an even better choice about 10 km further away, but it’s raining, the traffic is bad, you’ve just landed after a long flight and you may not want to take the trouble to get there.’

SIMPLIFYING THE WORLD’S CHOICES ON THE MOBILE IS That is the promise of big data and mobile coming together to make choice simpler. That future is not THE NEXT BIG CONSUMER MARKETING CHALLENGE far away! Finding ways to reduce big data to relevant data is the answer to solving the paradox of more. The answer Suresh Shankar is founder of Crayon Data, and a lies in choice engines that understand you as a person, big data and analytics evangelist, entrepreneur and and take all the aspects of your life into consideration, innovator. His first startup was RedPill Solutions, before presenting a set of recommendations to you. acquired by IBM in 2009. Crayon Data was founded in 2012. Suresh has 30 years of experience in the Currently, recommendations are based only on an industry. increasingly narrowing sliver of transactional data an enterprise has about a customer. What is needed is a handle on the customer’s genuine tastes - not just within that one category of product that she or he might be looking for at the moment, but in a range of other cross-category products and services - from books to holidays to food, clothing or time of day one prefers for shopping or favourite retailers and locations.

22 It’s a MOBILE WORLD and

APAC IS LEADING THE WAY by Dan Neary Vice President, APAC, Facebook

If I were starting or looking to grow an existing are going to see increased focus on solutions that business in Asia, I would do it on mobile. Here is why. enable marketers to track across apps and devices. MOBILE ENGAGEMENT IS DEEPENING FACEBOOK’S SOLUTIONS FOR MOBILE Whether you are in , Indonesia or the , In 2012 we retooled the company to focus on it is very likely that you will see every person on the developing for mobile first. Everything that we did street holding or using a mobile phone. People are right from engineering to product development, we on mobile all day, every day. Asia-Pacific is home to did it first with mobile in mind. The shift has been the largest mobile phone market worldwide, with remarkable: today 1.35 billion use Facebook and 1.12 2.6 billion users in 2014 and - people will continue to billion of those people access Facebook on a mobile come online via mobile (eMarketer, April 2014). device. Facebook properties now account for 1 out of every 5 minutes spent on mobile (US Comscore, Not only are people in Asia buying phones, they are April 2014). Mobile now accounts for 66% of our total heavily engaged with their devices. Across Asia, time advertising revenue. spent on mobile devices has eclipsed TV, ranging from 44% of media time spend in Japan to 60% In addition to being where people spend their time, of media time spent in Thailand (Milward Brown Facebook is the world’s largest network of real AdReaction, March 2014). The average person checks people. Facebook knows what individual people their mobile device 100 times a day and they check and their friends like on Facebook and we have this Facebook 14 times day (IDC “Always Connected” real identity across devices. This enables us to show report). This makes mobile a crucially important relevant ads, resulting in actual business results for channel for business and brands to connect with marketers. people, especially in Asia Pacific. TRENDS FOR 2015 Despite this clear mobile opportunity, advertisers At Facebook, we are seeing three mobile trends for have not caught up. Today, mobile represents 20% of 2015. consumer media time, but it is still only 4% of overall ad spending (IAB US, March 2014). FOBO: The fear of being offline (FOBO) is real, particularly among young people. For example, in MOBILE CREATES UNIQUE CHALLENGES FOR MARKETERS Indonesia 73% of young people agree they like to Mobile is not without its challenges. When marketing be connected to the Internet wherever they are. This shifted to digital, marketers relied on search for intent fear has resulted in deepening mobile engagement, signals and cookies to track users. However, search across the board. In fact, 60% of young people in and cookies do not work across apps or multiple Asia would rather give up TV than their mobile device mobile devices. Purchase journeys often begin (“Coming of Age on Screens” by Crowd DNA, May on one device and continue on another or end in- 2014). Facebook is no exception: we have seen over store. 32% of users who interacted with a Facebook 100% growth in mobile minutes per user during 2013. ad on mobile converted on desktop within 28 days (Facebook Internal Study, April 2014). In 2015, you Multiscreening: 81% of young people in Asia use their

23 MMA APAC 2014 Yearbook

mobile devices while watching TV (“Coming of Age using data more efficiently, and helping businesses on Screens,” by Crowd DNA, May 2014). This means drive access. The goal is to create sustainable TV is no longer able to provide the reach it once was, mobile business growth by reducing the cost and making it crucial to reach people on their devices— amount of data required for most apps and enabling even during primetime. Of people who second- new business models, enabling the rest of the world screen while watching TV, 85% visit Facebook the to come online. most (Millward Brown, March 2014). We believe the connection of this next 5 billion will Video: From 2012 to 2014, video consumption on be via mobile. Getting people connected will bring mobile and tablet has grown by 532% (eMarketer, vast opportunities and improvement to the lives July 2014). Since June this year, there has been an of people. Our goal to help build the knowledge average of more than 1 billion views on Facebook economy in Asia-Pacific is about helping people every day and 76% of people who watch video online create companies and jobs through the power of say Facebook is their top source for video discovery. information and connection. As mobile facilitates and Facebook provides a unique creative canvas for expedites that transformation, we will continue to marketers to reach real people with video, across help developers create apps, enable local businesses all devices wherever they are. We have introduced to find customers and allow great brands to tell their new video products this year and plan to continue to stories. build out our tools over the next 12 months. Dan Neary is Vice President of Asia Pacific for CONNECTING THE NEXT BILLION Facebook. Dan has over 20 years of executive Currently, only 30% of the world’s population has level experience in both US-based and Asia-based access to the Internet, even though 85% of the roles. He was earlier Vice President of Market Development at Skype, Vice President at eBay, and world’s population lives in regions with cellular COO of Vendio, an eCommerce solutions coverage. Internet.org aims to bridge that gap firm. Dan began his career at the Kellogg Company, through the sharing of tools, resources and best and graduated from DePaul University, USA. practices, and the focus on three key challenges in developing countries: making access affordable,

24 ‘MOBILE FIRST’ APPROACH: A DO OR DIE SITUATION FOR GLOBAL BUSINESSES by Vikas Gulati, Vice President, Southeast Asia, Vserv

Driven by the increasing affordability of smart REVOLUTIONISE PRODUCT INNOVATION connected devices and improving IT infrastructure Whether brands like it or not, mobile has worldwide, most consumers live on mobile today. revolutionised how we live and created a new model Worldwide smartphone users are estimated to have of economy for society - the sharing economy, reached 1.75 billion in 2014, the majority of whom are which enables customers to be more involved and coming from emerging countries. drive the innovation process. There is no sign of this As a result, companies are fast adapting and learning economy slowing down anytime soon. Consumers to connect with consumers digitally, as opposed are progressively sharing with each other, leaving to using print or television to dictate campaigns. product or service providers out of the equation. For Advertising today is much more personal and example, apps like GrabTaxi and Uber connect users requires quality communications to form personal directly with cab drivers, bypassing cab operators. relationships with consumers. It has to speak with the In this sharing economy, marketing assumes a more audience, and not at the audience in order to start a important role in companies to provide the best conversation. engaging platform for consumers to talk to each other about products and services. Rich media, being of an interactive and high quality nature, has been proven effective in boosting ad On the other hand, traditionally, marketers were engagement substantially. Native advertising has tasked to sell products that were designed by the raised the bar for personalised mobile advertising R&D department. In the new economy, the power in by maximising engagement and minimising the buyer-seller relationship has shifted to consumers. intrusiveness. We are even seeing more and more As a result, marketers have to get involved in the communicators use geolocation targeting to connect innovation process and in the product development to the consumer and stimulate a customized, real- cycle early to provide insights on consumer behaviour time marketing reach. and preference. A recent survey conducted with 300 business SUPPLY CHAIN STRATEGY executives indicated that 42 per cent of the Progressive retailers are working to create a seamless respondents are already using mobile marketing customer experience in their organizations at large and another 42 percent are planning to do so. The and, specifically, in their supply chains. They ensure rising adoption is mainly driven by the benefits of that their presence in the marketplace reflects one enhanced customer engagement, lead generation vision whether you are in the brick-and-mortar store and brand awareness. or browsing with mobile apps. As the use of mobile marketing widens and From a supply chain perspective, retailers must technology advances, mobile marketing - which was support this notion by making inventory positioning originally intended at generating consumer insights more flexible and traceable, so that the inventory in that just included customer demographics to drive store has to be visible to the mobile shopper. sales - has now evolved to include different personas of a particular user. Hence, businesses today have come to rely on this data for their marketing initiatives in order to enhance competitiveness.

25 MMA APAC 2014 Yearbook

DRIVE SUCCESS IN M-COMMERCE THE FUTURE OF MOBILE MARKETING Mobile has provided business opportunities that were Mobile is here to stay and it will only grow closer to unimaginable before, opening up more sales channels consumers, especially now with wearable devices for B2C brands. The regional online shopping market becoming popular. It makes perfect business sense is moving away from PCs and towards smartphones, for mobile marketing to continue tapping on this mirroring the wider global trend. An emerging trend trend and bring businesses more insights. In fact, coming from Asia is the shift towards shopping mobile marketing has been slowly transforming through or directly in a mobile app versus a mobile and evolving into data-driven marketing. Marketers site. will soon be able to, if not already, navigate through the complex world of Big Data and leverage these Fashion and beauty e-tailer Zalora introduced mobile smart insights to fine tune best practices for apps on both iOS and Android platform allowing targeting and retargeting ads and map segmentation users to browse Zalora’s 15,000 fashion items across strategies. Data-driven marketing is the future to 500 brands. In 2013, 25 per cent of Zalora’s total sales further boost ROI, effectiveness, efficiency and were made via mobile apps. Japan’s e-commerce accountability of your marketing efforts. giant Rakuten invested close to a billion dollars in buying Viber in order to utilize its worldwide mobile Vikas Gulati, is VP, Southeast Asia for Vserv.mobi. user base. He has over 14 years of experience in media and marketing across emerging markets. He was earlier involved with set up of Asia business for Sprice – an online travel network, now part of Travelport. He has also held various leadership roles at ZenithOptimedia and Carat India.

26 THE REAL CHALLENGE: MOBILE ADVERTISING AND ATTRIBUTION Leo Scullin Global Industry Initiatives Mobile Marketing Association

As mobile marketing matures and brand marketers In order to use a deterministic model for cross-device find their way in this space, the main issue that keeps advertising in mobile, one needs to either use PII coming up is measurement. One could argue that that is made available through login systems such as as strong as mobile appears to be as a channel for Google, Facebook or Twitter, or stitch together data marketing, its growth is being held back because from multiple publishers as some ad networks do. of the difficulties in measuring its impact. And in This user-based targeting is valuable, as individuals analytics circles, this becomes an attribution analysis can be identified with a high degree of certainty issue. across devices and even desktops. The downside of this is the privacy issue of tracking users with PII To be clear, attribution analysis is the application across various devices – and whether it is acceptable of statistical methodologies that assigns a relative to users and regulators. Another downside of such value to each of the marketing and media touchpoints models is scale, as many of these types are closed along a purchase pathway. This value reflects the systems, and do not work across different browsers or relative strength and impact of that marketing or platforms. Either way, the deterministic model often media touchpoint in driving a sale or other brand defaults to so-called “last click” attribution, meaning metric. that the influences of the various media are ignored In the context of multiple media in the mix, both or minimized. traditional and digital, the biggest challenge is how to But the certainty of the deterministic framework is track and measure the mobile components, especially yielding to one that is known as probabilistic modeling. mobile advertising. In the digital (desktop) realm, This is used in various fields where large amounts where cookies have served as a passive and persistent of data need to be statistically analyzed, such as in ID file within a users browser, advertisers have been weather forecasting or in predicting stock or bond 1 able to identify end users (without PII ) allowing then market trends. In mobile advertising, similar data sets to manage advertising programs with frequency are being created and analyzed, with sophisticated capping and re-targeting. Because of the ubiquity of algorithms to predict that a smartphone and a tablet cookies, analysts have been able to operate within a so- are likely to be owned by the same person. These called deterministic framework. Mobile web browsers predictions use various data points, like device type, generally do not support cookies (due largely to Apple’s OS, location and others, that allow for the predictions d decision to restrict the use of third party cookies in the to get stronger over time. iOS Safari browser) as is the case in the desktop world. This alone changes the dynamic between advertisers Probabilistic models do not use cookies or any PII, and end users, since every time a user encounters an and thus the data is private and secure. Users can ad, it is always the first time. be anonymously paired across platforms, operating systems and apps, thus allowing such programs to scale effectively. But such models lack the granularity 1 According to Wikipedia – “Personally identifiable that might provide more data touchpoints, and thus information (PII), as used in US privacy law and more possible insights, into each of the component information security, is information that can be used media. This is a bigger challenge just within mobile, on its own or with other information to identify, contact, or locate a single person, or to identify an because of the diverse media paths therein. individual in context.” But note, PII does not have Of course, this is still based on probabilities, and thus a universally accepted definition around the world. does not give the certainty advertisers are used to in What constitutes private versus public information, desktop, but as these systems learn more, advertiser conceptually and legally, continues to evolve as technology transforms the mobile landscape. confidence and success should rise.

27 MMA APAC 2014 Yearbook

IT’S ALL ABOUT MEASUREMENT So the critical issue here is and always will be The challenge that mobile marketing brings is that it is measurement. The mobile components also not one thing, like television or magazines, but it is many introduced: localization connecting the mobile user things. Consider the various media paths that mobile to the nearest store; in-app or mobile web purchasing technologies enable – text or SMS messaging, mobile with in-store pick-up; and mobile oriented and video, display advertising, mobile apps (which can optimized how to videos. All of these components include push notifications), mobile web sites, search drove higher engagement, which could be traced to and social. Marketers who are successful in mobile lift in-store visits, conversions and sales, and are used are using some or all of these media paths, and, for to refine and optimize the ongoing cross channel them, this success has brought an enormous amount campaigns. of complexity in terms of cross channel attribution. THE NEXT FRONTIER – CROSS MARKETING The Mobile Marketing Association began convening EFFECTIVENESS attribution analysis forums for brands in 2013, where Besides the cross-channel attribution forums the various members share their overall marketing MMA has conducted, we are also in the middle of efforts and the roles that mobile played within the fielding some important industry research focused mix. We learned first-hand how a big box retailer, on cross marketing effectiveness. This research is an e-commerce business and a broadband cable called Smart Mobile Cross Marketing Effectiveness company each identified the key performance (SMoX.ME), and uses experimental design and a indicators (KPIs) they were measuring. Of course, single source approach to measure real in-market each approach was both different and enlightening, campaigns and then applies regression analysis to and the lessons and experiences in one vertical measure the impact of each channel at the individual did not always apply in others, but the attribution level, i.e. each panelist. The MMA currently has analysis of mobile was like a big sandbox. Every results for AT&T and more results will be released for brand sees something about mobile that touches Walmart, Coca Cola and Mastercard. other marketing programs, or can be activated by and integrated with almost every other marketing The data and insights from SMoX represent true cross- and media platform. channel attribution results, moving from theoretical to practical. The goal for participating brands is to determine This is an entirely new, exciting and even profound the ideal role that each media (including mobile) should state of affairs in marketing and analytics. The play for that brand and campaign. We expect learnings continuing advancement of mobile technologies from SMoX to help transform marketers continued use and devices calls for more innovative marketing and leveraging of mobile in their marketing mix. strategies, more sensitive measurement efforts and richer analytical thinking. Consider the big box retailer Leo Scullin heads Global Industry Initiatives for the example, mentioned above, and all of the interacting Mobile Marketing Association. He is also a Partner media elements that they have at work largely in Arkose Consulting LLC, where he is involved with fueled by mobile: television ad campaigns, television digital media services. His early experience includes sponsorships, radio ad campaigns, newspaper ads, a long stint as a media expert at Y&R, co-founding a free standing inserts, in-store kiosks and brochures, NYC jazz radio station and co-founder and publisher mobile SMS programs, desktop and mobile web sites, of a major men’s magazine. mobile app, mobile display ads, mobile video content and ad programs, desktop and mobile search efforts, and social programs.

28 How LOCATION REVEALS THE TRUE POTENTIAL OF MOBILE MARKETING Yang Cao, General Manager, APAC, xAd

Reaching the right person with the right message location accuracy and understanding is becoming at the right time has been the Holy Grail of an imperative in mobile marketing. It is crucial for marketing. Location, and the insights it provides, marketers to understand the basis of location data allows marketers to finally reach that goal. Location accuracy and application to realize its full potential. provides marketers with access to real-time, real- world data that can be used to help better identify Fig. 1: Digital marketing in China consumers’ needs, interests, and intent. Mobile devices provide marketers access to information related to where a person is currently located and where they have been. By understanding the places people visit and the patterns therein, we can deliver the most personalized and relevant advertising to influence where they are going, while connecting the dots between online and offline sales. THE USE OF LOCATION IN THE APAC REGION The APAC region is a major driver of the overall shift in mobile usage and ad spending globally. eMarketer reports that worldwide mobile internet ad spending will reach $40.2B in 2015, with China and Japan combined comprise nearly a quarter of overall global spend. China alone comprises over $6B, a growth rate of 600% in 2014. By 2015, eMarketer predicts that China will become the largest mobile ad market in the world, reaching $12.14B. With such overwhelming growth and engagement, mobile is impossible to ignore. Location use by consumers and marketers is already on the radar in APAC. In China, one-third of marketers reported that they are using geo-location “always” or “frequently” in mobile marketing, according to eMarketer. Consumers are already using location-based services frequently in the region. According to Nielsen’s The HOW LOCATION WORKS: Mobile Consumer 2012 Report, more than half of SEPARATING THE SIGNAL FROM THE NOISE consumers in China and South Korea reported they use location-based services. When a person opens her phone and uses an app or mobile website, she often grants access for publishers As consumer adoption of location-based services and developers to use her location information. This grows in APAC, we are already seeing that location data can be as general as a zip code or city, marketers in the region are beginning to test the or as specific as a request to capture a user’s exact power of location. Due to the major growth of both location at any given time. The accuracy of the data marketing dollars and consumer behaviors in APAC, signal determines how this data can be used for

29 MMA APAC 2014 Yearbook

targeting and marketing purposes. For proximity identify similar device visitation activity and create an targeting – reaching a user who is in close proximity audience. This approach gives marketers audiences to a point of interest – the location signal must be that are not only current, but are also more closely very precise, such as latitude and longitude data aligned to actual consumer behaviors. as pulled from the device’s GPS. There are various types of location data that balance between reach With user location data and broader understanding and accuracy. MMA’s Location Terminology guide of audience behaviors, we can develop more is an essential educational tool in that area. Fig. 2 accurate audience segments to target users across from the guide shows the different location signals the purchase journey – from awareness to intent, available from a mobile devices and its level of reach consideration, loyalty and purchase (see sidebar). and accuracy. Location empowers marketers with more granular ad targeting, greater relevance, and more personalized Fig. 2: Mobile and locational signals messaging based on real-world behaviors rather than broad category assumptions or static group segments.

Using location across the consumer purchase journey

HOW LOCATION HELPS MARKETERS BUILD ACCURATE AUDIENCES Location empowers marketers to better understand their audiences and the ability to influence them. The CONSUMERS LEAD individual nature of mobile devices and their usage CONSUMERS LEAD MARKETERS TO LOCATION RELEVANCE requires a personal and tailored approach to truly Marketers are playing catch up to consumers’ desire influence customers’ purchase decisions. Marketers for more relevance. Based on data from a survey of need to learn not only who are their most receptive more than 2,000 mobile users by Nielsen, the 2014 consumers and how they are using mobile devices Mobile Path to Purchase report by xAd and Telmetrics across their path to purchase, but also when to reach revealed that the importance of location relevance them with the most relevant message during their for consumers has grown 44% since 2013. mobile activities to drive further action and conversion. Joe Laszlo, senior director at IAB Mobile Marketing Unlike other traditional audience-building techniques, Center of Excellence, stated, “Whatever the state of which rely on consumer-reported information and/or mobile itself in a given country, in every market it look-alike modeling, mobile enables marketers to use feels like consumers lead the way, media companies mobile device visitation and placed-based behavioral are doing their best to follow, and agencies and data to create a more robust set of audience brands, on average, tend to lag a bit, puzzled by segments and targeting capabilities. For example, if mobile or unsure how to respond to the shift of the we see that a device has frequented two airports in digital audience to phones and tablets.” Singapore and Shanghai in the past month, and visits Singapore hotels on weekdays, we can probably infer In the APAC region, consumer mobile ad engagement that this is a “business traveler” based on the context is already quite high. The IAB mobile data usage study of the device visitation behavior. From there, we can conducted by GfK showed that 90% of smartphone

30 users in China engage with a mobile ad at least Mike Boland explained the trend: “As the ability to monthly, with 86% reporting they engage weekly attribute a sale to a mobile ad becomes clearer, – much higher than U.S. rates the study compared. marketers will be better able to determine the return That same study showed that forty percent of on investment of their efforts which should lead respondents visited a local business after viewing a to bigger investments….for example, tracking user mobile ad. behavior after they’ve seen an ad to determine that they showed up at a store or, even better, made a purchase.” This applies globally, as companies are quickly honing their technologies and data insights in every region to connect these online mobile activities to offline store visits and sales. The deep understanding and relevance that location enables shows much promise for driving greater store visits and sales. Engagement and action in mobile location is already happening, and with the right insights and tools, the market is ripe for location expansion. CONCLUSION The APAC region superseded all growth estimates for mobile marketing in 2014. Mobile marketing growth is likely to continue on this growth trajectory, led by the growth of consumers’ expectations. With more demanding consumers, more sophisticated technology, and greater understanding of how to leverage location, 2015 will be the breakout year for location in the APAC region. As marketers, location has many benefits – from building brand awareness and affinity to influencing and driving on and offline commerce. Using mobile location data, marketers can have more visibility into who their customers are, what their needs are, and how to influence their decisions. Location is the key to unlocking the definitive value of mobile advertising, and is poised to become one of the most powerful tools in a marketer’s arsenal. With location, marketers have finally found the Holy Grail in advertising and the tools to achieve it.

Yang Cao is General Manager, APAC, xAd and has nearly 20 years of experience building and growing successful technology companies in both Silicon Valley and in China. He was previously with Zhubajie Network, Julu Mobile, WhitePages, TokBox and StarCite. Yang also serves as advisor for China BIA/Kelsey predicted that location-targeted mobile Growth Capital, and in his free time, he enjoys being advertising will grow faster than the overall mobile a dad, a lowly ranked soccer player and a slow, long advertising market, and will represent 43% of all distance runner. mobile advertising by 2019. BIA/Kelsey analyst

31 MMA APAC 2014 Yearbook CHALLENGES AND OPPORTUNITIES of Measurements IN MOBILE by Joe Nguyen, Senior Vice President, Asia Pacific, comScore, Inc.

As the umbrella of the ‘digital’ ecosystem continues surement via software development kit (SDK) to spread to new platforms and media types, implementation for a complete view of how an measurement must also adapt to meet the expanding entity is consumed needs of the marketplace. More money is shifting into 3. Ad tags for a complete view of how advertising mobile, so the need to accurately and independently is consumed evaluate both media and advertising is fundamental 4. Metered user panel(s) to provide ­demographic in maintaining trust and growth – just like other and passively-observed behavioural data media. Measurement needs to be done at a person- 5. Census user profiles to add granularity and accu- level, including demographic targets, and factoring in racy to demographic data. aspects such as non-human traffic (including fraud), viewability and brand safety. Even more fundamentally, though, the necessary experience, systems and methodologies are needed Mobile has added further complexity to all of these to accurately combine these resources, and deliver measures, with many people now accounting for two end-products that are fit for purpose. or more devices. The term ‘mobile’ now encompasses smartphones through to tablets, with phablets Building all of these assets requires substantial input sitting somewhere in between, and consumption via and investment from the measurement provider browsers and apps. This serves to highlight the added but also from the media industry itself. In moving fragmentation that our customers, and therefore from a PC-only world to today’s multi-platform one, we at comScore, must handle when evaluating this comScore has observed five phases of delivery: burgeoning sector. PHASE 1: PC-only Measurement When measuring any market or platform, a provider Combining content and ad tags with panel must seek to meet three key criteria, creating observations allows detailed insights into audiences products that: and advertising, including demographics. Importantly, • Are holistic and objective in measurement the census-level data can also be ‘validated’ in terms • Deliver outputs and metrics that fit the needs of non-human traffic, and in the case of advertising, of the entire ecosystem for demographic target effectiveness, brand safety • Have relevant scope but can be delivered at a and viewability. viable cost for the market. PHASE 2: Adding Mobile Measurement Via Census Tags In a digital world, it is also necessary for measurement solutions to mirror, or at least be comparable to, Census data from cookies, apps and devices derived their counterparts across different geographies, via existing analytics tagging, as well as from particularly in a heterogeneous set of markets such encouraging publishers to implement measurement as in the Asia Pacific region, and to different media. tags onto web and app entities, can be modelled to create unique users metrics, using methodologies Successfully addressing all of these requirements to validated against mobile panel data in other regions. evaluate both audiences and advertising requires a This allows a first opportunity for a market to derive number of assets, namely: cost-effective person-level measurement of mobile media and audiences for entities that are tagged. 1. An enumeration source, to accurately size and define the total market 2. Content tags for mobile web as well as app mea-

32 PHASE 3: Enumeration and De-duplicated Multi-Platform Users between smartphone and tablet audiences on both (Mobile Still Via Census Tags) browsing and app entities helps these players to better evaluate or monetise mobile inventory, or Once measurement of mobile entities is available, make decisions regarding editorial or features. this input can be combined with the comprehensive Insights such as on iOS and Android audiences are PC assets in a region and de-duplicated using models also critical to the mobile space. Census-informed informed by enumeration sources and a ‘dynamic mobile measurement is a huge first step in filling a panel’ of multi-platform users identified in the census- measurement vacuum and we continue to work on tag data. The resulting ‘total digital populations’ help progressing markets in this region into the ensuing all sides of the ecosystem to evaluate media and phases. audiences at a de-duplicated person level. These new datasets are already proving invaluable PHASE 4: Panels and Demographics in our customers’ workflows, and are perhaps even Whilst PC panels have already been established in more relevant as media buying and selling advance Phase 1, the addition of panels on smartphone and into programmatic and automated platforms. tablet allows measurement of untagged entities, Quickly understanding true value based on the as well as crucially facilitating demographic ability to deliver (multi-platform) audiences, as well measurement on all devices. This phase represents as advertising-specific measures such as non-human one of the higher barriers to entry, with the cost of traffic, viewability and brand safety, allows the recruiting and maintaining panels exacerbated by the ecosystem to flourish with confidence from all sides. need to do so on a representative range of platforms We at comScore are committed to providing trusted and operating systems. independent data where our customers need it and excited to see how they continue to put it into action. PHASE 5: Granularity Fig. 1: Dimensions and Processes of Digital Media Analytics The modular construction of the preceding datasets means that they can be easily added to, for example, enriching the coverage of demographics by incorporating census-level profile data from partners. It also facilitates fusion with other data sources, for example, with additional platforms such as TV. Whilst Phases 4 and 5 are currently restricted to the typically ‘advanced’ markets with large digital advertising revenues, the gap certainly appears to be closing. In Asia Pacific, we are already seeing progress, and there is clearly a wealth of opportunity in the mobile space. From the page impressions that comScore already observes via our census- tag network, Asia Pacific features some of the most mobile-focused markets globally. In India, one third of the page impressions we capture are on smartphone or tablet, and in other markets, that figure is higher Joe Nguyen is Senior Vice President, Asia Pacific still – an incredible 39% in Korea, for example. at comScore, Inc. He has more than 20 years of Although using a more limited dataset, these figures experience in Asia Pacific and is a veteran of the are impressive in comparison with the panel- and tag- online analytics industry. Joe is the co-founder of observed figures in the U.S., where mobile platforms iamWednesday Singapore and is on the Mobile account for slightly under a quarter of page views. Marketing Association Asia Pacific Board of Directors. He has also held a seat on the ad:tech As users, and therefore content and advertising, Singapore Advisory Board and the Interactive continue to expand to mobile devices, comScore Advertising Bureau. Joe was previously with has made a concerted effort to implement our Phase Omniture and Millennium & Copthorne Hotels. Joe 2 solution for audience measurement in multiple holds a BSE degree in Mechanical Engineering from markets globally, including China, , India, Princeton University. He was born in Vietnam and Malaysia, Singapore and Taiwan, and Phase 3 in emigrated to the U.S. after spending a year in a Malaysian refugee camp. Australia, with more Asia Pacific markets scheduled for 2015. Already in these markets, we are seeing data and usage that allow content owners, advertisers and their agencies to make informed progress on mobile and multi-platform strategy, development and advertising. Understanding the relationships

33 PART 2

TRENDS AND IMPACTS

MMA APAC 2014 Yearbook EDUCATION: THE EVOLUTIONARY NECESSITY by Paul Berney Managing Partner EMEA and Co-Founder, mCordis

After more than 10 years working in mobile marketing, digital marketing skills, but less than 3% had received I still find myself daunted by the pace and breadth of formal training. We seem to favour learning on the change of the industry. Each day brings some new job (through trial and error) to learning new skills in a development, a new technology or company, a new formal environment. milestone that mobile has achieved, a new thought leadership piece or a new case study. This is multiplied Other professions do not suffer from this lack of when you try to keep pace with international change. foresight. IT professionals know that they need In the face of this how can any of us keep up to date? to have ‘Cisco certified’ or ‘Microsoft certified’ on How can we hope to understand what is changing their CVs as a prerequisite to being considered for and what it means to us? many jobs. Mobile will soon move to this position also because it is becoming an essential part of the Charles Darwin once famously wrote: “It is not the marketing armoury. As Blake Cahill, Head of Global strongest of the species that survives, nor the most Digital Marketing at Philips said earlier this year: intelligent, but the one most responsive to change,” “As a marketer, if you don’t understand [mobile and and it is this evolutionary imperative that should social] technologies well and how they’re being used continue your drive to continue learning no matter by relevant audiences, it’s going to make it incredibly how hard it is. You simply have no choice. tough for you to do your job well.” For some it seems like an admission of weakness Apart from anything else, all the change and if they do not understand something new in the innovation makes mobile one of the most exciting market, so they hide instead behind claiming the new areas of marketing for brands and agencies to channel does not work or is not yet mature enough. learn about. Mobile is both causing and enabling an Our experience is that it is often the most senior irrevocable change in consumer behaviour. Marketers business people who have the least understanding have an opportunity to connect, engage and influence of mobile. This is partly because of their age: the consumers in a more personal way than ever before. over 40s are digital immigrants, learning new mobile Mobile can truly fulfil on the promise of one-to-one skills on top of an existing set of ones built up in the marketing. If that does not excite you as a marketer, analogue age. Millennial workers are digital natives then maybe you are in the wrong role! who have grown up knowing the technology from a lifetime of usage. We can divide these natives further After nearly six years working for the MMA, my into online v/s mobile natives. The youngest among response to this has been to create a business our workforce globally have only ever known a world focussed on filling this clear knowledge gap around with every adult connected by access to a mobile mobile and to introduce a new set of qualifications to phone of some sort. Those in school today are not help formalise the teaching and provide recognition only using mobile for their personal lives but they for those with the skills that can help employers are now learning on mobile devices: from tablets identify future staff. We will be working to bring in classrooms in developed economies to children these qualifications to market globally in 2015, having getting access to textbooks for the first time ever via already launched them in the UK, US and South feature phones in countries like Indonesia. Africa. Right now the training is delivered in person but it will be made available online for self-paced You would imagine then that marketers everywhere learning. We have worked with the Institute of Direct would be pushing their employers to invest in & Digital Marketing in the UK to create an accredited helping them add new skills. But marketers are not qualification that can be recognised by educational great at investing time in learning, it seems. A study institutions and employers alike. For more details by Adobe in 2013 found that only 8% of senior UK you can click here: http://www.mcordis.com/mobile- marketers said they had full confidence in their own marketing-education-training-and-certification-0

35 MMA APAC 2014 Yearbook

Finally, if as a marketer you do not feel the imperative 7. Follow thought leaders in the mobile space on to learn because of the increasing importance of Twitter (like @tomiahonen @gerdleaonhard @ mobile or because of the shift in consumer behaviour, mobiledirect). then maybe you should do it to expand your horizons. As Albert Einstein memorably said, “Education is not 8. Read the novel ‘The Circle’ to see a fictional account the learning of facts, but the training of the mind of what might happen to big data in the future. to think.” Start 2015 with a commitment to get to 9. Watch the movie ‘Terms & Conditions’ to grow your understand the channel and the opportunities it awareness of the privacy issues in the mobile world. presents. It is going to be at the heart of marketing for the rest of your career, so it is worth the investment. 10. Learn about behavioural economics, consumer bias and other changes to consumer psychology. Here are 10 ways you can educate yourselves in the scope and power of mobile marketing (plus a bonus 11. buy an iPhone, an Android, a smart watch, a tablet and FitBit and any other connected device you can 11th tip!). get your hands on. Try them out, commit to learning 1. Take a mobile marketing training course first (eg. though usage. Put yourself in the position of your from MCordis www.mcordis.com). If you are really consumers. Find out how easy or hard it is to adopt time pressed take course on mobile marketing on these technologies. Get others in your company to Lynda.com (lynda.com) which you can view on your do the same and share your thoughts and ideas. mobile device. We are sharing these ideas with every brand we 2. Sign up for daily alerts from MMA Smartbrief, work with, every attendee on our courses and Mobile Marketer (mobilemarketer.com) or Addictive audience members at our presentations. We know (addictive.com). they work because we see the evidence of it every day. Many marketers are committed to building their 3. Use available free resources like GoogleThink or understanding of mobile and mobility. Mobile Groove (mobilegroove.com). Paul Berney is the Managing Partner EMEA and Co- 4. Sign up for an account with eMarketer.com and a Founder of mCordis. He was Chief Marketing Officer subscription to the IDM Journal (www.theidm.com). & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA). He has over 5. Target some events to attend in 2015, focus on 25 years’ industry experience, and has spoken at learning from other industries and geographies events in 37 countries. He is a Fellow of the Institute rather than your immediate competitors. of Direct & Digital Marketing (IDM), Member of the 6. Search SlideShare for interesting presentations on Chartered Institute of Marketing and mentor in the Marketing Academy. He sits on the editorial Board everything you can think of in the mobile space. of the IDM Journal and was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine 2013 and 2014.

36 From MOBILE to MOBILITY – THE THIRD WAVE IN MOBILE MARKETING by Ashutosh Shrivastava CEO, MindShare Asia-Pacific

The rapid adoption of connected, mobile devices and banking transactions. Also, more than half of all amongst people has been opened up opportunities smartphone users around the world are active users for marketers and brands to engage with them in of messaging services such as Whatsapp, Wechat, ways which were unimaginable a few years ago. Kakaotalk, Line and Snapchat, most of which offer interesting options to brands targeting the users. As smartphone and tablet penetration grow, people are spending more and more time in front of these The Third Wave I am talking about is the rapid rise of new screens, from the time they wake up to the time new connected devices, the Internet of Things as it is they go to sleep – communicating with other people, called - including ‘wearables’, ‘nearables’ and those sharing ideas, opinions and accessing all kinds of which make your home or place of work or your content. And they are spending more time on these means of transportation ‘smart.’ While there is a lot screens and devices than any other media channel, of hype at the moment, technology providers and including TV - quite often alongside watching TV! brands now have to grapple with even more sensitive issues. There is danger in brands overstepping and While the first wave of mobile marketing kicked off intruding into personal space, as these devices are in the era, with annoying spam text tracking body functions, fitness levels and micro messages being pushed indiscriminately at unwilling location, and unless they respect that privacy and recipients, the second wave came with the rise of only engage with people opting into something of smartphones and tablets. They made it possible real value in return for such information, it can trigger for brands to start engaging consumers in far more a terrible backlash. valuable and appealing ways. There is technology available today for brands to target people by their While there is growing interest in these devices, we intent – often deduced from their location, time of have not yet seen the equivalent of an iPhone in day, context, what they are searching for, and sharing wearables to trigger off mass adoption! on their social networks. ‘Nearables’, like beacons which would work to make The price of smartphones continues to fall and the your smartphone even more context aware, would be first sub USD 50 phones have started entering the of great value to retailers who are struggling today market this year, ensuring that these devices will with e-commerce platforms. They can innovate with remain the mass channel of choice for brands, well beacons to attract people to their stores instead of ahead of any other media, including TV in almost shopping online. Beacons can add context to make all countries in Asia. At the same time, newer your shopping experience far more personalized and technologies such as those offered by Ozonetel, richer in a real world retail space. Zipdial and OutThereMedia are enabling brands to start using even feature phones in much smarter ways Given the small form factor of these devices, it is as well, targeting smartly, enhancing effectiveness their connectivity with smartphones, via notifications and reach. And itself has evolved – which becomes an opportunity for brands looking to via opted in customers, online voting for TV shows engage via these devices. And given the sensitivity and personal nature of these devices, probably

37 MMA APAC 2014 Yearbook

native advertising and utilities to provide timely and people ignore them? Are online video ads better immediate value are likely to be the dominant formats viewed? It is a personal device, so is advertising here. Voice is also more likely to be the interface with an intrusion? Am I communicating in a ‘brand these devices. safe’ environment? How can I use these devices in bringing interactivity to more traditional media As brand marketers, these are really exciting and yet channels like TV, radio and out of home displays? challenging times. Everyone can see the opportunity What technologies do I use to create engaging brand but doubts remain, especially in Asia, on how to use experiences which are personalized and appropriate mobile devices effectively. People have changed for the stage of the purchase pathway or journey behavior – in countries with ubiquitous and that individual consumer is on? How do I navigate growing availability, 35-40% of all organic and people to a simple to execute yet fulfilling, rich and paid search clicks, and a third of all video views, are on personalized experience on e-commerce platforms? mobile devices. Facebook and Twitter have reported How do I benchmark effectiveness of my marketing over 70% of all activity on their platforms via mobile campaigns on mobile devices? Conventional wisdom devices, and growing. While the jury is still out on tells me how much exposure on TV or newspapers effectiveness of mobile ads vs desktop, Tubemogul can generate the desired response for me. How do I reports that even for Asian markets like Singapore, find out how much to spend on mobile devices to get clickthrough rates for pre-roll mobile video ads is comparable return on investment? over double of what it is on desktops. The Mobile Marketing Association (MMA) is working People are shopping in a number of countries via closely with brands, agencies, technology platforms mobile devices with China leading the way. Next and publishers to help foster industry collaboration door in Korea, 11street, the biggest open online around these questions, and help evolve industry marketplace, with 40% of country’s populations standards and benchmarks. Today, the maximum registered as users, has half of them initiating and amount of time people spend on any media device completing their transactions via mobile devices. is via mobile, and we would like to help simplify the While mature markets like the UK and the US are way marketers plan, integrate and buy campaigns leading the adoption of mobile by marketers (eg in with mobile devices as an integral part of these, to the UK, mobile will overtake desktop spends as early improve their marketing effectiveness. To this end, as next year, and will become the second largest we have also created a number of case studies which channel behind TV, ahead of print, OOH and radio are available on our website. We would encourage by 2015), Asian countries see greater openness to you to go check it out, and more importantly, join the receiving ads on mobile devices and shopping via MMA to help drive the industry forward. these. The biggest trigger in the agency world to shift money to mobile is going to be targeting of Ashutosh Srivastava is Chairman and Chief Executive millennials, who are clearly the dominant users of Officer Asia Pacific & Global Growth Markets at smartphones all day. Mindshare. He was earlier with JWT and GroupM. He also set up Meritus, a business analytics company So how do brands allocate more marketing dollars focusing on big data, and helped bring MadHouse, onto mobile? Do we just serve banner ads, or build China’s biggest mobile marketing company to India apps or just wrap up current websites via HTML in a joint venture with GroupM. into native apps ? Are banner ads effective or do

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39 MMA APAC 2014 Yearbook

CAN Creative IDEAS MAXIMIZE THE POTENTIAL OF MOBILE MEDIA BUYING? by Rahul Pandey, CEO, Bonzai A large part of the brand manager community today Benjamin Franklin famously said, “Tell me and I has a ‘free creative syndrome’ when it comes to their forget, teach me and I may remember, involve me approach to mobile advertising. They find a vendor and I learn.” This old quote applies well to the mobile that can adapt their print creatives, or any already world. We cannot just preach a tag line and expect existing brand imagery, to mobile platforms and users to be receptive to it. We have to involve them in pocket a hefty bargain in the process. But here is a complete experience where they can interact with an important question that needs to be asked: can a the brand and understand its communication. ‘free creative’ effectively influence mobile users? Let us illustrate this with an example. During a Before we look closer at this question, let us first campaign for a popular headphones brand, the understand the scenario. Every advertising campaign client wanted to adapt their promotional materials is built around three essential pillars: Audience, for mobile devices. They were grossly unaware of Content and Experience. Audience is the final user the plethora of opportunities available to them on that a brand wants to connect with, Content is smart devices and it was up to us to introduce them the environment in which your brand message is to this new world. We created a rich media ad unit delivered, eg, the publisher’s page and Experience is that trounced their previous estimations of product how a brand weaves a story that delivers the message purchases. Our ad performed better in getting effectively. purchase volumes than just a creative. Audiences are already in no mood to interact with an The brand message was delivered in a strong and ad unit and brands have more or less no control over creative experience that users enjoyed interacting the content in which their ad will be displayed, hence with in comparison to the drab free creative they it is the experience that makes or breaks a campaign. were uninterested in. Similar to this case study, we In such a case, a free creative does not engage the have also deduced through research that investing audience due to the lack of an immersive experience in creative ideas can lead to a marked increase in where the user can play with brand elements. This in ad performance. A campaign can get 44% more turn leads to the final brand message to be muddled engagement by increasing their creative spends on in the minds of users. mobile.

Fig 1: The 3 Pillars of a Campaign Fig 2: Performance Betters with Creative Ideas

40 As stated before, intelligent media buying can help Fig 4: Results of Heat Maps and A/B Testing you find the right audience on mobile, but truly connecting with them is a whole different ball game. You can go live with such free creatives but they will hardly make a splash in the user’s psyche. Static adaptations of print ads can only go so far in engaging your audience on smartphones (a medium full of Candy Crush, Pandora and what not!). Unlike traditional media where viewers are sedentary couch potatoes, mobile users are active participants on the mobile platform. We need to activate these millennials and spread the word in a language that they are fluent in. Instead of running print reruns for free, there is a need to tap into the potential of mobile and test its limits. Marketers have to look into UX to harmonize a user’s experience, build creatives that fuse gestures of swipe, touch, and tap, and analyse ad performance using heat maps, A/B tests and other metrics. This is barely scratching the surface; there is more to be explored with geo-location data, social sharing, native camera functionality and many other device features. Fig 3: Increase in ROI due to Creative Spends

More examples spring to my mind as I make this point. A leading fast food brand integrated a store locator within their ad unit and benefitted with 3x more Rahul Pandey is Co-Founder and Chief Executive Officer of footfalls to their outlets. We have even capitalized on Bonzai. He was earlier with AT&T, IDEA Cellular and Network18 the selfie madness by creating a rich media ad where Group. A management graduate, Rahul has spent 15 years users can activate their native camera to click self- in the telecom and media industry, developing his strengths portraits and share them directly on social media. in marketing, brand management, and intelligent digital Instead of a free creative, the brand got free UGC advertising solutions. Along with being an avid soccer fan, brand selfies that created a buzz on various digital Rahul loves to travel, exploring new places and ideas. channels. Creative ideation is the key to connecting with the user. Turning a blind eye towards this aspect can turn an ad spot into a blind spot. We have to realize that a good creative can overcome a bad media plan but the opposite is seldom true. With this in mind, we need to refocus on making mobile advertising like its other advertising counterparts: a medium of creative brand expression.

41 MMA APAC 2014 Yearbook THE SMALL SCREEN NEEDS BIG IDEAS by Graham Kelly, Consultant

Mobile marketing has not been around long. You deal of technical innovation, yet to date is still short could argue that it only really got going back in on big ideas. 2000, when a Finnish newspaper started offering free ad-supported news via SMS. Just think about it. There has been so much hype around social over the last few years, resulting in Things have come a long way since then, at least in countless social media campaigns. But when did terms of technology. We have increasingly powerful you last see a campaign built around a truly original, smartphones, faster data speeds and of course, an impressive idea? accompanying alphabet soup of acronyms (EDGE, LTE, LBS, and so on). Not many, are there? However in the last few years things have been picking up. We’re starting to see Nevertheless, all this high-tech inventiveness has not some insightful, persuasive and creative uses of social. been matched by marketing innovations. One of my favourites is a Twitter campaign for Primarily, because mobile is not being used creatively Snickers, done in the UK. This was hugely popular enough. and created quite a stir – even being mentioned in the Houses of Parliament. Things have been getting better in the last few years - thanks in part to well-established advertising award Fig.1: Twitter campaign for Snickers shows giving mobile its own category, not to mention events like The Smarties, which are dedicated to mobile.

However, given the increasing number of brands venturing into mobile, along with more sizeable budgets, I cannot help but think we should be seeing a lot more creativity by now. Have a look at the case study: http://digital.151awards. com/awards/ynywyh/ That may sound gloomy, but I am bullish about mobile’s potential as a creative marketing medium. You’ll notice there was nothing gimmicky about what My optimism is based in part on the nature of mobile they did with Twitter. itself. As noted earlier, the medium is constantly Rather, they provided a creative twist to the brand’s evolving. With the result, that we are presented with simple, insightful core idea: you are not you when a constant stream of new technologies that will offer you are hungry new opportunities for innovative marketing. Using mobile in more imaginative ways can lead However there is an important caveat to bear in mind: to work that is both innovative and useful. A great technology is nothing without a big idea. Indeed, example of this, also employing Twitter, is “Sky Rec,” technology is just a gimmick if there is no strong which allows Sky customers to record any TV shows concept behind it. Simply put, ideas excite people, with a tweet. So even if you forgot to set the timer at not technology. home, you could still record a show using your mobile. To illustrate my point, consider social media. A This worked by linking your Sky cable account to your marketing channel that has benefited from a great Twitter account. Each day Sky tweets their schedule; to record a specific show you simply retweet it.

42 See the case study here: http://www.youtube.com/ 1. The ‘let’s do an app” mentality, where the thinking watch?v=MI_Hp32m1u4 I particularly like the utility is confined to apps, without bothering to explore of this idea. This is not an ad: it is a service. the other options that mobile marketing offers. 2. Underestimating the difficulty of games. Creat- Offering your audience something useful is a great ing a great is difficult. Creating one way to make your brand more likeable. Let me share that also delivers on the marketing requirements one last Twitter example. “Tweet Fleet” by Mercedes, is really difficult. helped drivers in congested German cities find 3. “Putting the technology cart before the idea parking spaces. Mercedes equipped a small fleet of horse.” This invariably leads to shallow creative cars to automatically tweet the locations of parking work that is neither persuasive or effective. spaces (this was done by hooking the car’s Active 4. Treating the mobile screen as just a small TV Parking Assist system to the Mercedes Twitter screen. Which means you will not leverage the account). As the cars drove through the streets, the strengths of mobile - such as the ability to drive system automatically identified and shared suitable activation campaigns due to your audience be- parking spaces. ing out and about. Result: a lot of grateful drivers who could not wait to spread the word. See it for yourself: https://www.youtube.com/ watch?v=eX-iYHZ-Ug0 Now, combining Twitter with a car’s on-board technology is fairly ambitious. However, mobile can be combined in simpler ways that still offer impressive results, even when you work with relatively old mobile tech. For example, consider the possibilities of combing NFC with good-old outdoor media. One of my favourite examples of this is a fund-raising campaign for the UN’s World Food Programme. Bus shelter posters equipped with simple NFC tags allowed commuters to interact with - and ultimately donate to - the campaign: http://www.youtube.com/ Great ideas are simple, irreverent and persuasive. Put watch?v=NsAC9tPKYhI another way, if your ideas are complex, overly-serious In addition to NFC, there are plenty of well-established and hard-sell, then you need to start again. technologies that are crying out for big ideas. Take To sum up, I propose it is time to go back to basics. Augmented Reality. AR has been around for quite a To start putting the emphasis on marketing concepts few years now. Unfortunately, it has not yet fulfilled that are simple, intelligent and insightful. its potential, primarily because it is used badly. If we can do this, the small screen will never lack for This is a major let-down for long-suffering consumers big ideas. subjected to unimaginative AR projects. Just think of all the steps they have to go to in order to see the Graham Kelly has embraced all aspects of advertising marketing message. First, download an app. Then – direct, traditional and digital - quickly progressing scan an AR marker. Then finally… ta dah! – They get to become Executive Creative Director in Asia’s most to watch… some eye candy that does not make up renowned advertising agencies. These include: Ogilvy, for the fact they have just wasted valuable time on a Leo Burnett, Saatchi & Saatchi, TBWA and BBH. Most shallow gimmick. recently he was Regional Executive Creative Director, Asia Pacific, for Isobar. He currently does consulting Done well, and by that I mean it incorporates a strong for a select group of technology start-ups. Graham concept, AR can be extremely powerful. This project has won lots of shiny creative awards which we from Japan is a superb example. The concept is needn’t go into too much detail about. Suffice to simple, endearing and useful: AR penguins guide you say, he is one of the few creatives to have achieved to a Tokyo aquarium, where you can see them for real: international recognition across all media. https://www.youtube.com/watch?v=IK4-zPD_25U Unfortunately, marketers typically make a number of mistakes when they try to use mobile in their marketing campaigns; here are some of the more obvious ones. :

43 MMA APAC 2014 Yearbook

Not your AVERAGE TEXT MESSAGE by Krishnan Menon, Chief Client Officer, Asia Pacific at Wunderman Network

Imagine a world where your most-used apps no come to mimicking real human interactions. For longer jostle for space on your home-screen, where daily users, it can be the primary platform for sharing the essentials – taxi, dating, texting, phone calls, and communication, rivalling Facebook or Twitter, or contacts, social media, events, shopping – are indeed the mobile operator. streamlined into one app. Just like the smartphone streamlined your life and reduced the number of WHAT DOES IT MEAN FOR BRANDS? devices you needed to carry. If you are under 25, chances are you know we are already there. “Texting” to these power users and The BBC has an official Line account in 11 early adopters of messaging apps is not just text, countries – the US, Australia, Spain, Germany, but also video, voice, photo, group chats, two-way- , India, France, the Philippines, Singapore, radio chats. Most popular messaging chats go much Malaysia and Hong Kong. Their followers receive further with their social and entertainment features. a mix of headlined images and very short video clips overlaid with captions. And when we say popular, we mean numbers that run into hundreds of millions across the world. It is the most explosive tech growth story in recent memory, with the market expanding by 148% between March We already know mobile is the most personal 2013 and March 2014. 90% of the population of Brazil medium, the one that bridges online and offline lives. and 75% of Russia – to take two countries at random In the age of the connected consumer, mobile has – are using messaging apps. Viber has 300 million emerged as the primary screen, especially in registered users, while almost half a billion people emerging markets such as Indonesia, Philippines, use Whatsapp. Vietnam and China. All apps offer the key features of chat and multimedia, According to Adweek, it is expected that by 2017, 2.5 but these are combined with proprietary mixes of billion users will connect through messaging-based social, entertainment and commerce offerings, giving apps. This is not a platform your marketing strategy them larger roles in the communications world. should ignore. For instance, 19 out of the 20 top-grossing games in South Korea are now distributed via KakaoTalk. At an obvious level, messaging apps are a good This is not surprising when you consider that 93% of for timely customer service, quick updates or for smartphones in South Korea have installed KakaoTalk. nurturing very specific communities. However, the potential is far greater, because the messaging Messaging apps are used all day, every day to app sits at the confluence of social, mobile and network with family, friends and colleagues, but commerce. Line – who offers many similar features – they are not just a free way to communicate. They became Japan’s largest social network in 2013. combine the visual quality of social media with the immediacy of SMS, making it the closest tech has Messaging apps can serve as a portal for content and for one-to-one interaction with friends and fans. Most

44 importantly, these are personal spaces where a brand Social media platforms are still about one-to-many is invited in, and so expected to add real value rather communication, but a messaging app is essentially than advertise. Depending on the app, brands have one-to-one. To reiterate, anything that arrives on marketing opportunities in brand accounts, stickers, your mobile phone is personal – it is your brand and e-coupons, virtual VIP cards and . messaging strategy will determine whether that is a Brands have begun to recognise the necessity and welcome break, mild interruption or an intrusion. explore the possibilities. Three things you should start doing immediately: For a launch in Argentina, Absolut used WhatsApp as the primary platform rather than Facebook 1. Add messaging apps to your existing CRM or or Twitter “to engage people in personal, unique marketing mix, and develop a meaningful con- experiences.” In India, Sony found chat groups a tent plan way to nurture influencers. The NFL team New 2. Create a group for your social influencers and of- Orleans Saints used Snapchat to send sneak peeks fer news or value that they can use of uniforms, new merchandise, and clips of players 3. Incorporate m-commerce options into your last practising, maintaining an intimate conversation with mile and make it easy to use in order to drive fans during the off-season. impulse purchase or trial. KakaoTalk users can create groups of unlimited Marketing in our connected world is a fluid, changing numbers, build official brand accounts and send entity – just as we thought we had got social down, each other real gifts from the gift store. Brands can we now have multiple messaging platforms. But with list products in this store. As Estee Lauder found, each shift, we get closer to that real conversation “Cosmetic brands on KakaoTalk have a 29% CTR for with our consumers that we seek, to making our its messages, of which 90% download coupons for marketing dollars that much more effective. product samples.” If you would like a tailor-made messaging workshop WeChat, China’s most ubiquitous messaging app, to deep-dive into the messaging apps, discuss even allows streaming content feeds and social plug- case studies from some of the world’s biggest ins (Facebook). Viber does not allow advertising, but brands and to define your brand’s roadmap to they do allow the purchase of branded stickers. best use messaging platforms, please email is at [email protected]. Being able to engage with your consumers on a personal level where they spend the most of their Krishnan Menon is Chief Client Officer, Asia Pacific time is the Holy Grail for marketers and agencies. at Wunderman Network. He has spent his entire Messaging apps combine the best of mobile (location, career at WPP having worked at Ogilvy and Kinetic for example) with the best of social (conversation, Worldwide Media. A consumer-obsessed brand for example), so they demand a re-thinking of digital junkie who wants to leave his mark on tomorrow’s and social strategy to get the most of out of them. brands, he is passionate about customers’ lives and Brands can offer answers to questions like “How long constantly looking for ways that brands, products until my next break?” or “What music shall I listen to and services can mean more to the people who buy next?” almost seamlessly, just like a friend. But that them and love them. requires understanding the dynamics of messaging apps and getting the relationship right.

45 MMA APAC 2014 Yearbook

MOBILE’S MARKETING POWER ACROSS SEARCH AND VIDEO by Matt Brocklehurst Product Marketer, Mobile Ads, Google

Smartphones are supercomputers in your pocket, effectively carrying a bit of you in their pockets. One with more processing power than the computers in four mobile users consume video content daily and used to land Apollo 11 on the moon. They embody 60% use their devices for social networking every an enormous opportunity for brands and advertisers day. Capitalise on mobile’s rich, personal experiences to grab and absorb consumers’ attention. Search to drive engagement. and video marketing in particular play to the unique strengths of the smartphone and the constantly Task-oriented activities connected consumer. Here’s how to make these Research shows that one in three smartphone channels work for you. searches occur right before the person visits the shop.2 Smartphones – like desktop and tablet – have Mobile Search: Right Message, Right Moment a big part to play in initial research and inspiration. The key thing to getting mobile search right is But what makes mobile so special is the role it also respecting variations in user context. The better serves in achieving key tasks. A consumer searching you understand the specific circumstances that “rental cars” from a desktop at lunchtime is likely lead customers to seek you out on smartphones, to be considering various offers; the same user the more meaningful and successful your search performing the same search on a smartphone at the ads can be. And if you think mobile search is simply airport that afternoon is probably aiming to make a about targeting people on the go, then think again booking now. – Nielsen research shows that 68% of searches on smartphones are actually conducted at home, where Time-poor users larger screens are readily available. Mobile searchers may be less patient, more task- driven and closer to the end of their buying journey Key Marketing Contexts than when they are on larger screens. Look at this as an opportunity to give consumers what they Keep these four marketing contexts in mind: need, when they need it. How? According to Nielsen Local intent research, mobile ads were said to be informative or Mobile uniquely bridges the consumer and the helpful by nearly 50% of mobile shoppers (up from physical world. People use mobile search to find 22% in 2013). things nearby, as well as opening hours, directions Information at Users’ Fingertips and addresses. Google findings show that four in five To effectively cater to these contexts, mobile search consumers want search ads to be customised to their ads need to offer a user experience that is quick, 1 city, postcode or immediate surroundings. intuitive and seamless. Three types of mobile ad Deep, direct connections extensions can help consumers do what they want Mobile is unusual because it actually lets people touch more easily. your brand. When they download your app, they are

1 Understanding Consumers’ Local Search Behavior, 2 Understanding Consumers’ Local Search Behavior, May 2014, published by Google, Ipsos MediaCT and May 2014, published by Google, Ipsos MediaCT and Purchased, www.thinkwithgoogle.com/research- Purchased, www.thinkwithgoogle.com/research- studies/how-advertisers-can-extend-their-relevance- studies/how-advertisers-can-extend-their-relevance- with-search.html with-search.html

46 Fig. 1: Mobile ad extenstions

Location extensions enable customers to visit you in serving – the user’s device will be detected and person by showing an address, phone number, map custom pages designed for that device will appear. marker with your ad text and a link with directions to your business. 2. Design mobile-preferred creatives to promote activities like clicking to the mobile site, taking • On average, location extensions boost click- advantage of mobile offers or using mobile extensions. through rate by 10%. Include a call to action that speaks to mobile users • You can target your ads to users in specific and link it to a mobile-optimised landing page. geographic locations relevant to your address and add multiple addresses, too. 3. Calculate the impact of cross-device conversions, • Recent Google research reveals that 50% of where users start their journeys on one device and complete consumers who conducted a local search on them on another. AdWords estimates these using aggregated their smartphones visited a store and 18% made a data from people who have signed into Google, giving you purchase within a day.3 an anonymous approximation of the number of cross-device conversions attributed to AdWords.

Call extensions help consumers contact your 4. In order to build an attribution model that business by showing a phone number and clickable takes account of the full value of mobile, measure call button with your ad. everything that mobile ads contribute to – including offline purchases made in-store or on the phone and • Call extensions typically increase click-through non-transactional conversions like app downloads. rate by 6 to 8%. • You can set call extensions to appear only during Case Study: ekmPowershop proves the power of the hours when your business takes calls. mobile-specific search ads • By using Google forwarding numbers, you can count phone calls as conversions in your reporting. Objective Build-it-yourself ecommerce solution ekmPowershop noticed a shift in the devices being used to access its App extensions encourage downloads by showing site and wanted to market to growing numbers of your app icon and a link to the app on Google Play smartphone and tablet users. and iTunes. Approach • You can highlight the fact that you have an app The company used responsive web design to when a user performs a search with generic overhaul its site, then deployed mobile-specific keywords. search ads to drive new business. Within AdWords, • For anyone who already owns your mobile app, ekmPowershop created mobile-specific ads including you can deep link to a relevant section of the app a call extension, then paid close attention to metrics based on what they are searching for, making it in order to optimise for all devices. easy for them to complete an in-app conversion. Results 1. Of searches on top terms, 8% are now from Steps to Mobile Search Success smartphone, 8% from tablet 1. Offer your users amobile-optimised site using one of three approaches. (a) Build a separate site 2. 7% of conversions now from smartphone, 12% from specifically for mobile. (b) Use responsive web design tablet – all device will view the same site, but pages adapt to suit the layout of each device. (c) Use dynamic 3. 9% of incremental cross-device conversions attributable to smartphones 3 Understanding Consumers’ Local Search Behavior, 4. Compared to desktop, smartphone acquisition is May 2014, published by Google, Ipsos MediaCT and 20% cheaper and tablet acquisition is 32% cheaper Purchased, www.thinkwithgoogle.com/research- studies/how-advertisers-can-extend-their-relevance- with-search.html

47 MMA APAC 2014 Yearbook

Fig. 2: ekmPowershop’s mobile-specific search ads Approach Land Rover ran Range Rover campaigns on mobile, search, display, social and YouTube. A YouTube homepage takeover included an expandable masthead ad that played a video when clicked by viewers. To extend the creative’s impact across the Google Display Network, the company used an Engagement Ad format called Masthead in Lightbox. Appearing initially as in-page ad, after a two-second rollover this expanded to the centre of the screen where users could watch the full video.

Results 1. 100 million impressions and 12% engagement rate on YouTube homepage masthead 2. 11 million further impressions and 3.85% engagement rate on Masthead in Lightbox Mobile Video: The Future of Brand Marketing 3. Online leads now responsible for nearly 15% of While it is clear that searching via smartphone has Land Rover’s total sales. become an integral part of people’s lives, you would be wrong to think the marketing opportunity ends Mobile Video and Millennials there. Video presents an incredible opportunity for Google and Ipsos researched 1,519 smartphone brand marketers to engage with audiences. Of all the owners ages 18 to 34 who were asked to keep a time users now spend watching YouTube, 40% is on detailed diary of all of their online and offline video mobile devices.4 So how can marketers successfully interactions for a day. In a typical day, 98% reported make the most of these circumstances to connect using smartphones to watch video content – higher with consumers? Pay attention to two important than the reach of any other device. guidelines. When millennials watch video on smartphones, they Think multi-screen, build for mobile are far less distracted than when watching video on In a multi-screen world, mobile should not be any other screen, including TV. When respondents thought of as just the second screen. Research on watched video on TV, it was the sole activity just user behaviours suggests that mobile is as important 28% of the time. The rest of the time, they were as a main screen. Beyond TV and laptop, consider involved with another activity, such as eating, using a what role video can play for your campaigns on computer, chatting to a friend or cooking. But when smartphones. Looking across your activity on all respondents watched video on their smartphones, it other channels, think of ways to build companion was the sole activity 53% of the time. experiences tailored to smartphone users. Home is not the only place millennials are watching Create in-the-moment experiences mobile video; 34% of mobile video minutes were While marketers have traditionally sought consumers’ watched while people were out and about. People attention as they sat in front of a television in their watching digital video outside the home are also 1.8 living rooms, mobile video consumption is changing times more likely than average to be meaningfully that. As mobile captures consumers’ full attention at engaged, because they are likely to be watching video home or on the go, brands now have the opportunity for active purposes, such as looking for information to reach people anywhere. Devise ways to deliver in- or exploring a passion. the-moment, real-time experiences to make use of that full attention. Making Video Advertising Work It used to be the case that a commercial break was Case Study: Land Rover drives sales through cross- just that – a break in the middle of the entertainment channel marketing you had tuned in to watch. But now we are experiencing an exciting shift; brands are making ads Objective so good that people are seeking them out in order Knowing that most auto shoppers today start their to watch and share. Today, the best ads out there are car search online, Land Rover wanted to reach not just a break from the entertainment – they are the these consumers on all devices at every point in the entertainment. Four key factors that apply to mobile purchasing funnel with messaging about its Range and desktop contribute to the widespread popularity Rover model. of YouTube’s leading ads, so bear these in mind when planning your own campaigns.

4 Think with Google, https://www.thinkwithgoogle. Context is king com/articles/youtube-insights-stats-data-trends- Many of the most popular ads on YouTube are tied vol6.html

48 to cultural events and magic moments that capture entertainment value of adverts. Successful YouTube the imagination of viewers. In a way, this is nothing advertisers also have embraced the idea that creative new: brands have always used events to connect with and entertaining content demands to be shared. audiences. What has changed is that any given big Although friends might be physically separated, moment now offers hundreds of digital moments, through sharing they can watch “together”. not just during, but also before and after the event. And of course that is where mobile is often the go- “The most popular ideas are those where brands to device. Fans are using YouTube to extend shared are thinking like publishers, not advertisers. They’re experiences, which gives brands a wider opportunity mashing together the skills of documentary, music to engage. video and advertising to create amazing, shareable content.” Fresh is best It is the end of the repurposed TV ad. Today, the most – Graham Bednash, popular ads on YouTube are made specificallyfor Director of Consumer Marketing, Google YouTube, featuring long formats and topics designed to spark conversation. In the past, brands had to be SUMMARY brief – a 30-second segment was the norm in the It is clear that we are all increasingly connected to context of interruption. Not so anymore; YouTube our pocket-sized supercomputers, relying on them ads embrace the absence of limitation when it comes not just for communication but also for commerce, to length. That is because when viewers choose to education, entertainment, navigation, photography, watch an ad, they will give brands much more than research and much more. The mighty smartphone 30 seconds out of their day. is where users are spending more and more of their time – if you want to gain their attention and engage Target hearts, not wallets with them successfully, embrace mobile search and While ads once existed to sell, leading ads on YouTube video to be present in the moments that matter emphasise emotion over product insight. Advertisers during your consumer’s day. are targeting hearts, not wallets – which creates a real connection that can form the foundation of a more Matt Brocklehurst is Product Marketer, Mobile Ads, meaningful brand relationship. Instead of describing Google. He was previously with Yahoo!, Latitude, a product in a technical way, using price as a central Thomson Reuters, Financial Times, Euromonitor point or putting the brand front and centre, these ads and Linklaters. He graduated from the University of tap into human feelings to convey their message. Nottingham. He is on the IAB UK Mobile Board and UK Mobile Marketing Association’s UK board. Collaboration and sharing Many brands are collaborating with celebrities to draw upon the stars’ existing fan bases and to boost the

49 MMA APAC 2014 Yearbook

MOBILE MARKETING and CONTENT CONSUMPTION Dr. Beverly Harrison, Senior Director – Research, Yahoo!

Mobile devices and mobile usage continue to This is clearly quite different from the much lengthier outpace desktop with strong increases year-over- sessions and application use one sees on desktop. year worldwide. According to IDC 2014 reports, What does this mean for content consumption? estimates are that mobile devices will be up from 2.8 Users are much more focused on doing smaller tasks billion in 2013 to 3.4 billion in 2014, with at least 1.6 quickly and thus are more sensitive to pop-ups, take- billion users worldwide connecting to the Internet on over ads, or other items that slow down these fast these mobile devices. While the number and variety transactions. Furthermore, an average day shows of mobile apps and devices has evolved rapidly, about 100 app launches with about 18-20 key apps mobile advertising is still in the early stages with meaning users are flipping rapidly between these top massive growth projected as leading companies 18-20 apps. It additionally appears that users may be experiment with new formats, better personalization, more concerned with clicking links that will take them and better integration into content streams. For out of the existing app and onto difference pages, or example, Gartner estimated 400% growth in mobile unknown pages, or into another app and thus click ad revenue from 2011 to 2016 with an estimated behavior may vary more on mobile where users seem worldwide forecast of $11.4 billion in 2013, with more reluctant to click (and hence seem to scroll mobile revenue typically making up more than 50- within app more). This would suggest streaming 60% of the revenue streams over desktop for many content feeds that do not require traversing links for tech companies. As a consequence, understanding content will be more successful at preserving this mobile use and content consumption patterns is mobile context within app. Similarly, in-stream ads crucial to future advertising and marketing on mobile. may be less disruptive for the same reasons. We outline here some of our recent research results that look at both current mobile use patterns and our The one caveat to this short and bursty mobile app thoughts on exciting future opportunities. interaction pattern is apps for video consumption (e.g. YouTube, Hulu, Netflix, video news feeds). These We conducted a study of mobile app use for a tend to be viewed more in evenings (by both teens five-month period from January through May, 2014 and adults in our studies) and are considerably longer comprising 477,000 users on Android devices. In sessions than the <1 minute observed for all other concert with this, we additionally conducted an in- app categories. Usually, video consumption also depth study of teenagers’ use of mobile over an 18- occurs more at home and not in workplace or school day period to see where there were consistencies or contexts. Thus, the types of task flow and tolerance differences from the adult use patterns. Often, teens to interruption here may provide a very different are considered among the most rapid early adopters advertising expectation. (Again, note this was looking of new technologies (e.g. Richtel, 2012) and thus we at video viewing on smartphones themselves, not on use this, in part, as an indicator of broader possible tablets or TVs, which is perhaps somewhat surprising adoption trends with adult populations. given the screen size.) Across both teens and adults in our studies (Rafalow What might this mean for the design of new content et al, 2014; Carrascal & Church, 2014), typical feeds or new apps? The opportunities we are exploring smartphone app use is less than one minute and through our research prototypes take advantage of very bursty, with use occurring throughout the day. these patterns of fast and focused mobile device use, Smartphone use for both teens and adults in our tightly linked to what we know about user’s daily studies average about three hours per day (this habits. We have built several test systems to better number appears to be increasing year-over-year). understand personalized and aggregated content

50 feeds in a variety of use contexts. More specifically, search queries are “restaurants nearby” or “gas we investigated an “alarm clock” overview of your stations nearby.” Such queries are frequently done day app that could read users an aggregated feed of in anticipation of then going to one of the listed that user’s local weather, their commute route traffic, businesses resulting from the mobile search. Typical their calendar appointments, top new emails, and top search results provide a list or matching results. news. Given this situation, where users are pre-disposed to visit these businesses, we are interested in near real- In this test prototype, the visuals on the phone screen time offers (ads) for discounts if users visit the listed are synched to the text that is being read, thereby business within a certain time interval of the query as enabling users to listen while doing other morning incentive to influence user visit behaviors. activities or glance at the screen at any time. We are experimenting here with both content feeds and In one example, this might be presented as a list of audio ads to see whether or not users’ experience results in response to a gas station query that informs of radio shapes their expectations for brief ads the user of the top 10 matches but then additionally interspersed with content in this style of app. This suggests a particular gas station is offering an extra content feed is highly personalized to a particular discount right now and is a certain distance from the user, their information and preferences about what user’s current location. An extension to this idea is to morning information they want. Within this content, correlate ads shown, for instance those promoting a we are testing audio ads that related directly to the retail sale on a particular day, with actual user visits user’s context, for instance, weather related allergy to retail store locations on the day advertised. In or flu ads. We know from other ads related work, that this way, one could more directly tie real world user such context-aware ads produce significantly better behavior with online ad effectiveness. Such a link is user engagement. uniquely enabled by both knowing the ads served to particular users, and knowing something about In our work on understanding users’ views about users’ patterns of behavior in the world around them personalization (Yahoo, 2014), we surveyed 6000 that occur soon after such ads were observed. users in the US. Almost two-thirds of these users report that they can tell the difference between We are also interested in research with emerging personalized ads and traditional ads and 55% report technologies, for example, watches or technologies they prefer personalized ads. Further survey data for detecting users nearby (such as iBeacons, indicated that such users report they are twice as BlueTooth Low Energy (BLE), or LTE Direct). These likely to engage or interact with such personalized technologies create new use cases that are, as yet, ads over non-personalized ones. About 50% of these largely unexplored but raise interesting opportunities users were also willing, for example, to share more and challenges. The key idea is to enable local personal data such as their location if it means that service or product discovery within a short distance they would receive more relevant sports, finance, or of the user’s current location (from 10 meters to 500 news content. meters). This could be in-store positioning systems that determine which aisles or products users are In a second research project, we are exploring the pausing in front of, or it could be which businesses idea of a “bid for business” model associated with users are walking by. We have mobile search queries. For example, two top mobile Fig 1. An in-car search experience where the user verbally asks for gas stations nearby and the system responds with the number of stations plus a statement that one station is offering an extra discount right now. This station is location highlighted.

51 MMA APAC 2014 Yearbook

built a research prototype to simulate this scenario tailored to fit the small screen and short usage where we detect which stores in a large shopping mall patterns unique to mobile devices which is resulting a user is walking closest to. If nearest stores match in users spending more time consuming such content the user’s shopping preferences, that store can send on mobile. Personalization is expected to be crucial in special discounts or sales offers to the user’s phone finding the most relevant content from the increasing or watch (Figure 2). sea of choices.

Fig 2. Proximity detection in a shopping mall where a possible retailer Beyond content, the type and variety of apps can send messages to preferred shoppers when they are walking by. continues to explode. Users can be expected to test- These message could appear or phones or watches as in-the-moment drive and discard many mobile apps with so many sales incentives. choices and new apps appearing. Mobile devices readily integrate with other technologies embedded in users’ cars, homes, TVs, and watches. This creates interesting hybrid systems where notifications and information may be coordinated, shared, or moved between such systems. New opportunities for novel applications, new content, and new ad or retail opportunities to integrate into this ecosystem are moving quickly to catch-up. In this paper, we have briefly described a few examples of such test systems that are experimenting with these possible uses.

References: Carrascal, J.P. and Church, K. (2014). An In-situ Study on Mobile App and Mobile Search Interactions. (in press, also available from Yahoo Labs web site) Gartner (2013). Worldwide Mobile Advertising report, January 17, 2013. IDC Worldwide New Media Market Model (NMMM) 2H 2013, Consumer Trends, Worldwide (May 2014). Richtel, M. (2012). Technology Changing How Students Learn, Teachers Say. New York Times. Archive 19 Sept 2013 Wall Street Journal, March 13, 2014, Tech News & Analysis, “As desktop declines, mobile search boosts Google revenue”. Rafalow, M., Bentley, F., Lyons, K., Church, K, and Harrison, B. L. (2014) Three Hours a Day: Such near-range technologies offer new opportunities Understanding Current Teen Practices of Smartphone for businesses and users but also pose interesting Application Use. (in press, also available from Yahoo challenges. In densely developed urban areas, smart Labs web site) filtering systems would need to monitor such traffic to selectively provide any given user only the most Yahoo, April 2014. The Balancing Act: Getting selective and relevant of those services, ads, or Personalization Right Study, April 2014. White paper products. Failing in this will create a near-range spam and presentation – released. “cloud” broadcasting too many items to anyone and everyone nearby. To provide such relevancy filtering Dr. Beverly Harrison is Principal Scientist at Yahoo! or personalization, users must understand what data She has worked in industrial research labs for over 15 would be collected from them and what the resulting years including Nortel, Alias (now Autodesk), Xerox value or benefit the use of this data provides to them. PARC, IBM Research, and Labs Seattle. She This is not unlike the debates, privacy concerns, and was also with the startup SoftBook Press/Gemstar evolution of user location data being provided to and International. She holds over 30 patents and serves on many HCI conference committees. used by a variety of apps on mobile phones. These are exciting times ahead as mobile device use skyrockets, new content is readily available on demand, new ad formats are created and evaluated, and new technology “beyond mobile phones” is explored and tested. More content is being better

52 53 MMA APAC 2014 Yearbook

MAKING MAGIC IN THE MOMENT: HOW SYMBIOSIS DRIVES MOBILE ECOSYSTEMS by Sushobhan Mukherjee - Founder, Narrative Technologies

Mobiles are at the center of the universe for Development of the . Kenya, like consumers. Anecdotes and data aplenty attest to this. many other developing countries, was largely Mobile technology is evolving rapidly, smartphone unbanked and cash was unsafe to carry because adoption is climbing steadily across the globe and of high crime rates. Indeed, legend has it that the creative exploration on mobiles has entered its Age evolution of the project to a broad based payment of Discovery. platform was aided by a pickpocket on a bus. The victim, a participant in the microfinance pilot, asked Advertising icon Bill Bernbach, one of the most her husband to transfer money through the platform, influential creative thinkers, believed that the so that she could pay for her bus ride. History was fundamentals of human nature are largely invariant: made. Safaricom, the Vodafone subsidiary who own the Human nature hasn’t changed for a platform, seized the potential to expand the service million years. It won’t even change from microfinance to all money. in the next million years. To be sure, it needed channel development, appointing agents and m-Pesa stores. Yet, it is consumers who Human nature remains largely constant when it helped transform a loan repayment platform into a comes to technology that has analogies in the broad based payment mechanism, where one can immediate past. But what of fundamentally disruptive send money home, buy concert tickets and yes, pay technologies? for a bus ride. Mobiles are perhaps the most disruptive technology To continue with the m-Pesa example, the float in invented since the airplane. Both the airplane and the mobile phones, essentially a cash reserve which mobile have made the world a smaller, more intimate earned no interest, has now been evolved into an place, bringing people and places intimately and interest bearing product called m-Pawa. infinitely closer. As with any disruption, new behaviors evolve and become part of the mainstream. Nike Plus, perhaps the originator of the quantified self revolution that drives wearables and personal Yet, the marketing conversation seems to be playing health technology, is another example of brands out at the margins, seeing mobiles as just another and consumers helping co-evolve an innovative component in the still evolving digital ecosystem, an ecosystem. Nike Plus evolved from a proprietary experimental medium that has greater potential than device which worked with Nike shoes, to a mobile performance. Indeed, consumers seem to be leading app that which works with runners irrespective of the mobile revolution, with brands content to follow. the shoe brand they patronize. The transformational How can brands make the most of the complex, insight was when Nike discovered that users of other rapidly evolving mobile ecosystem? shoe brands had adopted the device by cutting open m-Pesa, the Kenyan mobile payments platform their shoes to install a Nike Plus sensor. through which over 25% of the country’s GNP flows, Consumers and brands working together are the best provides clues. bet for evolution of the mobile ecosystem. Consumer m-Pesa was born as a microfinance loan repayment adoption and experimentation provide vital insights pilot project, funded by the Department of Foreign for brands, who must then seize the initiative and invest in the next phase of evolution. This symbiotic

54 relationship is the enduring springboard for ideas relationship. What we consume as content changes and innovation. opinions, which then changes the way things are. Symbiosis, which scientists now believe to be a The state of Constant Beta, where Innovation and driving force for evolution at par with Darwin’s idea Measurement share another symbiotic relationship, of natural selection, depends on diverse species is the third strand of the Symbiosis FrameworkSM. learning to work together, then morph and evolve. From mitochondria in cells to coral ecosystems, and As change agents, marketers and brands must seize from domesticated animals to humankind, symbiosis the initiative and redefine the relationships between drives evolution. players in the mobile ecosystem. Marketing drives revenues, revenues drive profits and profits drive Closer to history, gunpowder, born in China to aid innovation, thus creating a virtuous cycle. religious rituals, evolved into an instrument of war, thanks to Europeans who discovered its potential to The Global Commons, where events in one part of wreak havoc on walls. the world reverberate almost immediately in another, is driven by social technologies. Social technologies The ability to co-evolve with different species, each are fuelled by consumer participation, which is turn taking advantage of the other, drives evolution in is fuelled by the universal human need to connect nature. In technology, cultural interaction drives and converse. Participation drives experimentation, innovation. evaluation and evolution of ideas. Whether via platforms like Facebook, services like m-Pesa, devices SM The Symbiosis Framework is based on this like FitBit or Google Cardboard, mobility must now fundamental premise. It provides a way of thinking coopt humanity, as species do in nature, to create and acting about innovation by co-evolving with the next chapter in evolution. And when they do, consumers. Based on three strands, representing mobility enhances every interaction, creating magic consumers, cultures and innovation respectively, out of every moment. the Symbiosis FrameworkSM is a holistic approach to creating vibrant mobile centric ideas which drive Are you ready? brands. Sushobhan Mukherjee is co-founder of Narrative Emotions and Behaviour have a symbiotic Technology. He has worked across agency and relationship. How we feel about something increasing client lines, principally with Publicis, JWT, R/GA, the propensity to enact, how the action makes one SapientNitro and Discovery Channel. He has lived feel changes how one feels about it. Brands investing and worked in India, USA and Singapore. Sushobhan in purpose driven marketing realize enhanced brand has served on the advisory board of the Mobile equity and increased brand adoption, perhaps a direct Marketing Association, judged at The Effies and corollary of social media driven global commons. the Festival of Media. He is a mentor at The Hub Singapore and as an advisor to The Taskshashila Context and Content too share a symbiotic Foundation.

55 MMA APAC 2014 Yearbook PHILAE MOMENT! by Naru Radhakrishnan Chief Client Officer, South East Asia, Millward Brown

After more than a decade of hard work, the Philae this foundation. However, these inspirations have Lander made history on 12 November, 2014 when been redefined in the digital era and brand-building it landed on the surface of a comet more than 300 has not quite kept up. Everything from advertising million miles away. to distribution is struggling to embrace technology whilst consumers are moving on or have already This is the first time a man-made robotic lander will moved on. ride a comet and study close up what happens as it gets closer to the sun. In short, the Big Rift represents paradigm level conflict in brand-building thinking and that of its Why is this relevant to us? practitioners. So next time when a marketer says “I As marketers we are looking for the Philae moment don’t completely get digital stuff”, the best retort to land our brands on the mobile ecosystem. would be “evolve or die.” Just like the Comet 67 P, the mobile ecosystem over 2. The Big Idea the last years has been on a trajectory that is fast One manifestation of the Big Rift conflict is the and fiery. Mobile and tablet penetration have reached concept of Big Idea. Historically, brands have been levels in a fraction of the time it took TV to do the built on the notion that there has to be a central idea same. In some countries handsets in use already expressed coherently via a multitude of touchpoints. outnumber the population. So the idea extended from touchpoint to touchpoint, remaining faithful to the original, irrespective of its Though far less scientific than landing on a comet, own limitations vis-a-vis the potential possibilities of creating a Philae moment on mobile does come with the touchpoint The majority of mobile advertising its own set of behavioural, technological and legal today is still plagued by this notion. challenges. This is clearly evident from Millward Brown’s own Despite a general awakening about the significant research which shows falling impact scores for marketing possibilities in mobile ecosystem, mobile campaigns researched across markets over leveraging its full potential continues to remain an recent years. ambition. There are three aspects of mobile that necessitates a So what are the factors inhibiting accelerated mobile departure from the era of Big Idea thinking: adoption? Long Idea: 1. The Big Rift This is an interesting articulation which explains Gone are the days when brands set the trend and how to integrate mobile into a brand-building consumers followed. The advent of mobile has put campaign. When juxtaposed with Big Idea, Long technology, possibilities and power in the hands of Idea propounds a complementary role for mobile consumers. Consumers are far ahead in embracing that adds to the sheen of the overall campaign as technology and brands have remained in the periphery. opposed just serving as another screen hosting repurposed ads. Kia’s sponsorship of the Australian While there are many reasons for this, one chief Open exemplifies this the event and brand across contributor is the notion of brand-building itself. In multiple screens. The app allowed the TV viewer to the offline world brand-building was inspired by art, return the serve from the TV copy using the handset. fashion and entertainment. The marketing ecosystem The experience was so engrossing that the viewers developed skills and capabilities that operated from demanded more TV copy airing just to return their

56 serve using their mobiles. can significantly improve the receptivity and impact of your mobile brand-building effort. Millward Brown recently did an interesting study with a reward- based ad network studying campaign effectiveness. Across all campaign parameters reward-based campaigns performed better. It also increased the brand interaction - like increasing search, store visits, increase in-purchase intent, and so on. What is significant was that it out-performed our mobile norms on all across measures of effectiveness In summary, the notion of Big Idea needs to evolve and this requires behavioural and capability restraints to be removed to unlock full potential of mobile in brand-building.

3. The Big Hole In an era of scarce marketing dollars, ROI is the universal currency. It is vital to establish effectiveness Mobile is an Ecosystem: of investment behind mobile marketing to accelerate During the early years of mobile marketing, just adoption of mobile as a key pillar of brand-building. being on mobile was a novelty. This is no longer the case. Brands need to find an enriching way provide Significant effort and R&D is going into creating an unforgettable experience using the whole gamut measurement capabilities, particularly by researchers of the mobile ecosystem. It may be that experience is like us, often in partnership with publishers and even out of handset as in the case of KitKat Android. marketers themselves. Millward Brown has already made significant headway by creating the world’s largest normative campaign performance database, by conducting thousands of mobile campaign effectiveness studies.

KitKat Android was born after Android’s decision to release a new version of OS named after the popular chocolate bar. KitKat responded by creating a giant installation of Android made out of its iconic chocolate bars at Android’s HQ. One single tweet of this installation from the Android team and re-tweet from KitKat took the world by storm and has so far delivered almost 5 billion impressions. The idea also manifested itself on the KitKat packaging in 19 countries. All this without Android and KitKat Exchanging a cent.

Intimacy comes at a price Mobile interaction leaves a trail of data that is invaluable for brands. The affinity that mobile enjoys with consumers makes it irresistible for brands. Consumers on the other hand would like their privacy to be respected and context is critical. Indiscriminate use of mobile by brands is repulsed and creates negative impact. This makes it imperative for brands to evolve a permission-based strategy to integrate mobile into brand-building like opt-ins, barter-for- kind and reward programs. We have evidence to prove that relevant incentives

57 MMA APAC 2014 Yearbook

However, mobile measurement has been rather ‘Maybe today we didn’t just land once, we landed slow in evolving to reach the level of universality that is twice.’ The mobile Philae Moment may be just as required. These are due to a range of structural, technological bumpy, but sooner than later we will all exclaim – “We and legal complexities: are on the Comet!”

1) Publisher reluctance due privacy Naru is Chief Client Officer of Millward Brown compliance focussing on building media and digital practice. 2) Panel infrastructure complication He brings more than 20 years of experience across 4) OS and handset variations media. He was previously Chief Operating Officer at 6) Cross media compatibility. Mediacom in China, and Vice President in Ogilvy.

This really is the final frontier that will make a Philae Moment for Mobile Marketing a reality. Back to Philae story, the challenges and achievement of the momentous and bumpy landing was summarised in a short sentence by a jubilant Scientist

kia was a lead sponsor of the Asustralian Open tennis. It combined sponsorship of the event with TV ads which integrated a mobile app to ibcrease the link with both

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5 MOBILE UX MISTAKES TO AVOID by Rajat Harlalka, Bellurbis

When building mobile interface for their campaigns and products, brands are faced with perplexing questions related to the user experience on mobile. A report from ZDNet says User Experience (UX) is one of the most critical concerns for enterprises looking to develop mobile apps while another study points out that users prefer usability and good user experience over brand names. Before we start discussing about some of the common Mobile UX pitfalls, let us first understand what UX is. User Experience is not only about visual design. It is actually much broader — it involves the scientific research of users and can answer important questions about the audience for both new and existing products. These include: A fundamental difference compared to desktop • Who are your real users and what do these real apps is that mobile apps will always be subjected users care about? to interruption, whether by an incoming call or the • How do they actually interact with your existing user’s station arriving. Design your applications such product? that it is easy for users to pick up from where they left • How will users interact with a new version or new off - save states, break larger tasks down into smaller feature? chunks, and put context throughout. Usually users on mobile will be on the move, and hence subjected to 1. Mobile UX Patterns Are an Extension of Desktop lots of distractions. Organize content in a way so that While mobile UX design has similarities with web it is easy for consumers to browse through. and software design, simply stripping down your desktop or web experience is not going to do it. Mobile users want to accomplish tasks, whether broad Do not try and mirror the online experience. There (like browsing news items) or specific (like checking are functions that, frankly, do not make sense to flight times). Every function of your app should be provide in a mobile app. While drilling down is fine geared towards helping them to both identify and on the web, mobile users tend to act more linearly a then complete their task, and everything else should mobile application. To design a good app, you need be discarded. Try to sense their intent, and aim to to start from grounds up, identifying the customer expose the (relevant!) possibilities available at each experience you want, and enhancing it with the right stage of the task to the user, so they can swiftly move features of your existing product. Great mobile apps through to completion yet fluidly react to uncovering are uniquely mobile, they could not be done the same data they were not expecting. way anywhere else.

60 3. DesigWn For Brand When choosing whether to design for brand or device, put your preference on device. Your users have been using the device much before they start using your application. Developing custom interfaces will confuse users, slow down adoption, and put a significant obstacle in the way of engagement. Instead, take the principles of the OS-native interface kit, and subtly style your interface elements without altering the underlying functions. If you are designing an app for an Android phone do not use iPhone like controls, and vice-versa. Designing for mobile ergonomics requires that we pay attention to device dimensions as well as the pragmatic concerns of touch screens. The way a user holds a device and touches the screen, for example, influences how easy it is for that user to reach parts of the screen. Hit areas, or “areas of the screen the user touches to activate something,” require adequate space for the user to accurately (and confidently) press. The Content-based navigation is a design pattern used average fingertip is between one to two centimeters for incorporating seamless transitions between wide, which roughly correlates to somewhere overview and detailed states. In Uber, you can see between 44px and 57px on a standard screen and that there are four types of ride services, and instead 88px to 114px on a high-density (“retina”) screen. of requiring four separate screens to deliver the , Apple and Microsoft each recommend necessary information, Uber uses the slider design slightly different sizes to account for the nature of pattern to allow for easy toggling between each ride touchscreens. service. This generates a seamless transition between options with the swipe of a finger, making the display of these features very intuitive for the user.

2. One Size Fits All The mobile ecosystem has seen several devices emerge and it is important to consider them in your UX strategy rather than having one strategy for all of them. The three most important form factor reference points would be: • Mid-size (Tablets, Chrome/Netbooks) • Transitional (Minitabs - 6-8 inch tablets) • Pocket (Phones and microtabs or “phablets”)

You should have designs for all three of these form factors as they represent distinct use cases with very different capabilities, and be able to transition between them smoothly. Optimize the journey for every user on every device. Tablets and smartphones differ in format, and the manner in which users consume content and are guided along the path to Best practice by Apple suggests at least 44 by 44 purchase should emphasize speed and navigability. point touch targets; Google suggests at least 48 by 48dp for all UI elements in Android apps — forms Every platform has its strengths and weaknesses, and included. you should know what you are working with. Optimize images and media for the device; this means scaling This form’s input fields are only 30px tall, compared down for smaller devices and making sure images are to 44px suggested height. sharp enough for the new iPad. Ensure that primary 4. Ignoring Mobile’s limits content is presented in a format supported on the And finally, understand the limitations of mobile target device, e.g. you do not want flash content on devices – constrained hardware resources, screen size iOS devices. You can not design for the iPhone if you and network bandwidth. Consuming too much power do not know how it works and how it does not.

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or designing buttons for cursors rather than fingers like movement, location, sensor data, proximity, and thumb will lead users to delete your application. environmental factors, social networks and intent. Prioritize and present core features from other Think about using this data intelligently to pleasantly channels that have especial relevance in a mobile surprise the user. Think about how you can improve environment and enable mobile users to navigate to your user experience with intelligent use of it; using the most important content and functionality in as data the user did not even realise they were giving few taps or key presses as possible. off is a great way to create surprising, memorable and engrossing outcomes. Customer satisfaction is Always give the user control over multimedia content great but customer delight is even better. by not auto-starting video or sound, by allowing the user to skip or stop multimedia content and by being Contextual data also serve as an indication of what kind mindful of the bandwidth it takes up. Make it easy of input is expected from them. Anticipate frequently for users to control how their personal information selected items and make data entry easier for the user is shared in a mobile app by asking before collecting by providing them with pre-populated default values their location data and by allowing them to opt out or prompts based on previously entered data. Map of targeted advertising. based apps frequently do so by displaying the name of possible locations. Yelp has recently updated its Nearby feature that now offers suggestions based on user’s location, previous Yelp check-ins and reviews, and Yelp friends as well as other data like the time of day and even the weather. This is a great update because it allows Yelp recommendations to be truly contextual. On a cold morning, it can recommend a good coffee shop while on a sunny day it can point to ice-cream parlours near you.

Resources A great resource to start learning about the UX principles for mobile is the iOS Human Interface Guidelines. Another great resource for learning the basics of iOS UX and UI is Tapworthy: Designing Great iPhone Apps by Josh Clark. Android too has a few Design Guidelines, and it is always good to have a look at them when developing apps for Android.

Conclusions The mobile user experience encompasses the user’s perceptions and feelings before, during and after their interaction with your mobile presence. Creating mobile user experiences that delights a user forces us to rethink a lot of what we have taken for granted so far with desktop design. Mobile user experience is still a developing field, and opportunities for improvement continue to emerge. But dissecting the mobile user experience into its key components, and placing the user’s expectations at the centre, gives us a conceptual framework for building and evaluating good mobile experiences.

Rajat Harlalka is the Cofounder and CEO of Bellurbis Technologies, a mobile and wearable technology company in India. He has close to nine years of experience in the mobile industry, and was with Marvell, Ericsson and Exicon across USA, Nordics and Hong Kong. Rajat has a B.Tech. in Electrical Engineering from IIT-BHU and a masters in Marketing 5. Overlooking Contextual Information Management. Mobile devices generate a lot of information about the user apart from the traditional data generated from a web solution. This data is both a function of the user, and a function of their environment and established behaviour patterns. This includes things

62 GLOBAL INITIATIVES, LOCAL MANDATE: MOBILE MARKETING AGENDAS by Adeline-Ausy Setiawan, Media Director Unilever Indonesia and SEAA, and Maneesheel Gautam, Invention & Digital Leader MindShare Indonesia

In last ten years, there have been so much changes viewers can participate via uploading songs or watch that now we see consumers are adopting technology exclusive content of their favorite contestants’ videos. faster than marketers. It has never been as interesting This has help in increasing the brand engagement a time to learn what we see and do what we learn. On with program viewers. Google, when we typed digital marketing we found some 230 million pages and when we typed Mobile 2. Dial M for Marketing marketing there were some 334 million pages. Mobile Mobile is becoming the center screen of marketing. has become a centralized connection of people’s life; Today brands are shifting to multi assets from TVC to advertisers have no choice but to become friends multiscreen assets. Mobile hygiene is the first basic with this platform. Suddenly the word “mobile” has homework for companies who want to win in this era. increased share of mentions among top and senior It is actually simply translating your brands’ media leaders in companies, and among entrepreneur and assets to become mobile-friendly. Only when this technology groups. hygiene is fulfilled, can we then enable our brands to connect meaningfully with the audience – a pleasant In this new screen age, where marketing is like a war, mobile-experience in their handset, a smaller screen the debate between global versus local mandate is but more personalized. Mobile-first thinking comes no longer valid. In the connected world, initiation next – where we create a mobile as the centric hub, can come from anyone, anywhere – the key is and allow the platform to become a hero hub. Most translating it into consumer proposition with great still think that the platform is only euphoria to build speed. This is why companies like Unilever believe business and focus investment on. that the company’s fundamental job is to first create ‘brands with purpose’ – purpose that is meaningful Axe is one such brand for where we created mobile for people’s life – how we build brand love, which is as a hero hub in Indonesia. We created idea online helping people’s daily lives. It is no longer the game the Axe University. It was the first online university of hard-selling our products but more of building for men to learn how to attract women. There were connections and providing real value to the audience. three different classes, with three teachers explaining Axe effect of 3 different variants. More than 1.2 million We would like to highlight the seven signs that are minutes of branded university content consumed emerging from global-local collaborations that we have with 840,000 organic views made the campaign observed and learned from over the past few years. featured as a Top 5 Video.

1. Marketing in a Multiscreen World 3. Connections over Competition Today mobile has added a personalized screen With increasing numbers of screens, it will be of entertainment besides TV, laptop and tablets. difficult for brands to fight competition across all Millward Brown’s Ad screen study indicated that a screens. Mobile will take center stage to build more typical multiscreen user consumes 7 hours of screen personalized connections. We have seen the success media per day during a 5-hour period. In most of Cannes winning “Khan Kajura Teshan” in India, countries, smartphones are now the primary screen, where we have created a mobile channel for rural taking up 2.5 hours of time daily. Smartphones and consumers who do not have any TV entertainment laptops dominate daytime screen use while TV access. Kan Khajura Tesan literally translates to ‘ear takes center stage in the evenings, when tablet use worm radio channel’ in English. Kan Khajura Tesan also peaks. Most importantly 35% of screen time is aims to help Unilever India brands engage with simultaneous use of TV and digital device. rural consumers in media-dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile We did multiscreen Mobile + TV when our hair based entertainment-on-demand initiative in India. care brand Sunsilk sponsored Indonesian Idol. We With the changing paradigm on connectivity, rural integrated mobile at the core of sponsorship where

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consumers now have mobile phones as their first This would be the ‘test and learn’ phase era if we device. This consumer insight was used to create and execute and establish an ongoing content stream. deploy a win-win solution for both the consumers The mobility-based personalized content is new to us. and the company. Thus was born Kan Khajura Tesan, The best way to learn these rules is by understanding an always-on mobile entertainment radio channel the audience and creating content based on insight. in which the content is interspersed with our brand communication. With these successful learning we One brilliant project that we could think of is Ayo will soon see Mobile as a ‘Must’ for building consumer Indonesia Bisa (‘Come on Indonesia can’) for haircare connections. brand CLEAR. We created the campaign to ignite the winning spirit of Indonesia soccer fans for the 4. Smart data to target better newly formed U-19 team. We created voice-based Explosion of mobile devices and the individual content from popular U-19 players and created the expressions from text to pictures and feature to smart customized IVR based call for soccer fans to support are now becoming a major aspect to recognizing or the country teams for upcoming matches. identifying who they are and gradually forming part of their individual identity. With this smart people- CLEAR invited all Indonesian people to unite support based data, we can target better based on interest for U-19 through voice-based call on mobile. The variables than demographic variables. People-based campaign evoked an emotional response and it got data will provide a much better profiling of the target support from more than 25 million Indonesians. consumer and that too in realtime across locations 7. Have balls for hard calls and occasions. We cannot be blindfolded to these rapid changes We learned from teen mobile insights that they log happening via mobile adoption. We have to learn out at night with good night greeting on chats and this new medium and we believe cost of learning this Facebook posts in Indonesia. We used this insight is still less than the cost of failing. It does not need of night greetings and created seven unique and any consensus. We believe that this would make shareable card designs app cards for social media. marketing interesting. It will allow us to bring new We integrated the Citra Night body lotion message thinking and curiosity to learn new things. At Unilever with those cards to remind teens use the night lotion. and across agencies, we have always rewarded new The campaign was targeting to teens by occasions thinking. We think we have started doing well with and profiles. The campaign won at the MMA Asia this beginning. Pacific Awards. It will be a continuous journey in building mobile 5. Hard work for Integration capability, demonstrating the impact of mobile and Explosion of the Internet of Things and in particular cultivating Inspiration in the mobile space. Consumers mobile has forced the marketing ecosystem to look at and technology will evolve at even greater speed. multiple formats of communication depending upon Therefore companies need to immerse with people time of day across different screens. It really requires and inject more of the spirit of “being start-ups” – hard work to stitch the system from building consumer where everyday is a new innovation and act as fast in connections, creating content and customizing data. decision making. With such a fragmented ecosystem of technology, Whether we realize it or not, an industry forum telecom operators and developers, advertisers and such as MMA does play a major role in cultivating agencies will need to work even harder to bring inspiration and create the necessity for companies to them together to create multi-formats multiscreen play and win in mobile. Ultimately there is only choice engaging mobile-based communications. left us in this new age mobile world; to become fit to One such case was Sunlight where we created loyally compete until we are fit to win. programs through mobile. We had to start publishing unique codes on all product packs to create the loyalty Adeline-Ausy Setiawan is Media Director at Unilever Indonesia & SEAA. She graduated from Seattle program. Then we had to streamline the process with Pacific University, and has accumulated over 16 years mobile operators, CRM partners and other agencies. experience in brand management. She has won We realized that integrating across partners needs awards for Turbo Charging Digital, Game-changing continuous alignment on process and updates. We returns on marketing investments and winning were successful in creating this program, which has media innovations back to back in 2012 and 2013. been now running successfully. She was also recognized as “Women to Watch” in Asia Pacific Marketing – Campaign Asia 2014. 6. Execution is king, Content is queen With mobile, marketers will need s content engine Maneesheel Gautam heads digital at Mindshare, to produce and publish a variety of personalized Indonesia. He has been in the media field for 16 contents. Brands will act like publishers and the main years. He has been honoured as runner up for “Media challenge would be to serve content, rewards and Planner of the Year/Asia” by Media Magazine (Asia). amplify brand purpose. With a startup-like mind, he is a great passionate about data and technology.

64 METRICS AND ACCOUNTABILITY IN MOBILE MARKETING Anindya Datta, Ph.D. Founder, CEO, Chairman, Mobilewalla

Introduction effective. Over time, and across multiple campaigns, Measuring the effectiveness of marketing spend these metrics are used to create benchmarks that in general, and advertising spend in particular, are are then used to compare both campaigns and issues of great importance to CMOs and CFOs. Much associated vendors, thus ensuring accountability. work has been done in this area, often referred to as Marketing Performance Measurement (MPM), Mobile Media is Different and Advertising Performance Measurement (APM), Unfortunately, the state of affairs described above respectively1 2. At a conceptual level, both MPM and don’t play out the same way when advertising on APM consist of two related activities: (a) defining mobile media, the fastest growing digital media measurement metrics that depict the performance segment. It turns out that a remarkably different of campaigns, and (b) linking these campaign set of practices have evolved around mobile display performance metrics to business outcomes. In both advertising that greatly impede the performance traditional (e.g., print, TV) and digital (desktop assessment of mobile campaigns. Moreover, certain web) marketing/advertising, such metrics are well data that are standard reference in all other media, understood. For instance, in digital media, common (including the desktop web), are hard to come by in advertising performance metrics include measures the mobile context, making routine tasks like audience such as Reach, Frequency, CTR (Click Through Rate) verification virtually impossible. To appreciate these and CVR (Conversion Rate). Upon completion of a differences, consider the following. campaign, the “spender” i.e., the brand, receives 1. The typical mobile ad network is blind, meaning a report detailing the media properties that were it does not offer details of media purchased in bought, and how each individual property performed. the course of a campaign. Such systemic lack of Combined with media audience data that is readily transparency, where the advertiser and its agency available (such as from Nielsen and Comscore), the have no knowledge of where ad impressions brand is then able to assess the effectiveness of the were served, only prevails in mobile. When asked campaign spend. In other words, for a campaign to explicate, ad networks typically offer up the seeking to reach women 30--45, if the final results explanation that contractual obligations with the indicate that 30% of its budget was spent reaching publishers in their network prevent them from consumers outside of this target audience, the disclosing purchase details. While that maybe is campaign may be assumed to have been about 70% the reason, it is also interesting to note that these publisher contracts typically require the ad network to commit to certain threshold number of impressions 1 http://www.practicalecommerce.com/articles/60076- (and, by extension, threshold dollars) across a -How--to--Measure--Lift-from--Promotion--and--­ publisher’s media inventory. For instance, say the Big Advertising; Ad Network (BAN) memorializes an agreement with 2 http://businesscasestudies.co.uk/adidas/planning- Renowned Publisher (RP). Assume that RP’s mobile -effective--marketing-strategies--for--a--target--­ audience/#axzz3ENyLIxyF inventory consists of a set of 100 apps, out of which http://www.amnavigator.com/blog/2012/08/14/ 2-­-3 are popular (meaning that they are in the top affiliate--marketing-measuring--promotion--success/­

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10 of their respective app store categories) and the measurement has been a big problem, especially rest are not. This distribution is very typical of most for mobile apps, where 80% of mobile ad display successful publishers. Typically, the reason that ad impressions are served. 3 4 5 Lack of audience data networks like BAN execute such deals is to have makes it hard to target specific audience segments, “preferential” access to supply from a super-popular­ and even more importantly, makes it impossible app or web site (e.g., Candy Crush Saga, or Weather. to verify the targeting effectiveness of a mobile com). However, once the agreement is in place, campaign. BAN has obtained not only the right to monetize inventory from the 1--2­ world--beating apps from Clearly, without transparency, and effective audience RP, but they are also expected to serve a certain measurement, mobile advertising will have a hard number of ad impressions on the other 98 apps in time achieving levels of accountability common RP’s portfolio, which usually possess few attributes in traditional media advertising. That, in turn, will to attract advertisers on their own. Consequently, cause brand advertisers to be wary of this medium, when BAN executes a campaign, in order to fulfill impeding growth at a scale that has been widely these expectations (and enjoy continued goodwill predicted but yet unachieved. with RP), it seeks to deliver impressions across these “less attractive” media. Clearly, being blind is Anindya Datta is CEO and Chairman of Mobilewalla, and has pioneered audience measurement in mobile helpful under these circumstances – BAN does not apps by applying data science techniques on mobile have to report the tens of millions of impressions it app data. He earlier founded and ran Chutney delivered to the 98 obscure apps, which, if they were Technologies. He graduated from IIT Kharagpur, and made aware, might cause the client to ask “hard” has M.S. and Ph.D. degrees from the University of questions. The point here is that in mobile, blindness, Maryland, College Park. and the resulting opacity, turns out to be quite useful to networks dependent upon large publishers with diverse portfolios consisting of both popular and obscure media properties. The effect of such blindness of course is that brands, or their agencies, have absolutely no idea where its impressions were served, and therefore are totally in the dark regarding how effectively its budget was managed.

2. Mobile media lack audience measurement at 3 http://www.flurry.com/bid/109749/Apps--Solidify-­ scale: Audience measurement is key to brand -Leadership--Six--Years-into--the--Mobile--­ advertising in every media environment. As a result, Revolution#.VCTeVfmSySo media--specific audience measurement vendors 4 http://techpageone.dell.com/uk--en/ have established themselves worldwide: Nielsen for globalpost/52492/technology/study-mobile--ads--­ TV, Comscore for the desktop Web and Arbitron actually--work--especially--apps/#.VCTePfmSySo for radio for example. In mobile, at--scale­ audience 5 http://www.huffingtonpost.com/anindya--datta/­ success--of--mobile-apps_b_2860915.html­

66 REACHING AFRICA’S MASSES THROUGH FEATURE PHONES by Ramya Rajan, Marketing Manager - Brands, InMobi

A world apart Consumption in February 2014 found a strong inverse In the second quarter of 2013, a remarkable moment correlation between wealth and mobile centricity1, in the history of mobile was recorded when global implying unparalleled mobile usage in several African smartphone sales exceeded feature phone sales for nations. the first time, as reported by Gartner. In the third quarter of 2014, InMobi saw 78% of its global mobile Fig.1: Correlation between wealth and mobile centricity ad impressions come from smartphones, while feature phones constituted a measly 4.2%. Samsung and Apple ruled the roost, collectively accounting for 70% of InMobi global mobile ad impressions. If mobile marketers were to look at these facts and assume the same smartphone dominance across Africa, however, they would be dead wrong. Africa is unique, and the second most populous continent in the world sees its own mobile market dynamics. Mobile marketers looking to tap into this growing market must pause and understand its intricacies.

Economically, Africa is behind European, North American and most Asian markets. Disposable income across most African nations is extremely low, and the average GDP per capita remains among the lowest in the world. The IMF notes that in 2013, 9 out of the 10 poorest countries in the world were in Africa, and the remaining see an extraordinarily low GDP per capita based on PPP. Moreover, easy Mobile is also found to have a greater influence on access to electricity and the internet cannot be taken purchasing behaviour in countries with lower average for granted. “The Internet is still seen as a luxury in income, particularly African countries like Kenya and countries like Zambia, where a reported 15 percent Nigeria. access the web,” the Telegraph reported in 2014. The ground is ripe for marketers to positively touch Given this context, it is not surprising that global consumer lives in this region. However, immense mobile marketing strategies are often not directly diversity exists not just within the continent, but also applicable to this growing market. While smartphones within various countries in Africa. South Africa alone, are poised to explode in Africa in the coming years, feature phones are currently far more prevalent due to their affordability. Additionally, research by InMobi and Decision Fuel (now YouGov) on Global Media 1 A measure of how central mobile is to people’s lives

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for instance, has eleven different national languages As reported by eMarketer and Ericsson in 2014, and has very different standards of living across “The rapid increase in low-cost (less than $100) the population. Africa is hardly heterogeneous, and consumer-centric technology … has played a needs to be understood in terms of separate regions pivotal role in driving growth within sub-Saharan that are unique mobile markets. Africa’s mobile market.” • South Africa is a BlackBerry market that sees high Fig. 2: Mobile and decision making rates of mobile web access and the most time on media consumption. In the third quarter of 2014, InMobi saw 68% of network ad impressions in this region from mobile web, 58.2% of ad impressions on smartphones, and 28.5% of impressions on feature phones. The BlackBerry 8520 accounted for the highest share of impressions, and Nokia, Samsung, and RIM capture 75%, but Android is showing significant growth in this region. South Africa is also expected to show significant tablet uptake, according to the IDC in 2014, which reported that tablet shipments into South Africa can be expected to grow at 13.5% CAGR between 2014 and 2018. The feature phone dominance • North Africa stands out as the region of early Overall, Africa is a mature feature-phone market and a smartphone adoption and has higher adoption “first-phone” market, which means great success for rates than the rest of the continent. InMobi saw marketing on low-cost feature phones. Most African 80% of network ad impressions in North Africa nations are also primarily mobile-only markets. Most on smartphones in the third quarter of 2014, with African consumers, therefore, experience internet Samsung and Android accounting for a majority of connectivity, online commerce, and education impressions. However, Analysys Mason notes that for the first time through mobile and not personal overall smartphone adoption in the region is still computers. This is evidenced by heavy mobile usage, quite low at an average of 10%, and is projected Techcrunch notes, as feature phone adoption has to reach between 20-30% in the next four years. shot up from 6% to 40% in the last five years in Africa. In the meantime, feature phones are dominant As price is of outmost importance, smartphone in the market, and are expected to steadily penetration is expected to pick up significantly on maintain their lead for the next few years. Within price drops. The World Bank’s Africa Pulse in 2014 North Africa, Egypt and Morocco are promising reported a strong-outlook for Sub Saharan Africa countries for growth. Egypt’s sizeable population in terms of growth, making the market lucrative to of more than 82 million predominantly looks for mobile marketers. However, lack of access to reliable Arabic content, while consumers in Morocco networks and the presence of a strong grey and black rapidly absorb French content in media. market with defective devices ensures feature phone • Sub Saharan Africa, comprising the vast majority of domination for the foreseeable future. The mass the continent, sees predominant usage of feature market still depends heavily on these devices for phones on mobile web. In the third quarter of entertainment, education and financing - and is waiting 2014, InMobi saw 77% of network ad impressions to be served. The presence of large populations and in this region from mobile web, and 56.7% of low-priced handsets such as the Android One, along ad impressions on feature phones, with Nokia, with aggressive promotion strategies, are catalysts Samsung, and other manufacturers accounting for for change. Access to electricity is possibly the most 79% of the impressions. Nigeria shows the fastest critical change catalyst, being far more important growth in terms of ad impressions, followed by than innovative features. Kenya and Tanzania. • This region demonstrates a high growth market It is not to say that mobile marketing is an impossible for feature phones, and is expected to see strong task in Africa. Feature phones simply provide a future growth for smartphone connections. platform for mobile marketing in a way that is Feature phones are particularly dominant because different from how it is done on smartphones. An of this region’s ‘infrastructure deficit’, as highlighted example is the Excella’nt Competition campaign by the World Bank’s report, Africa’s Pulse, in 2014. initiated by Mobitainment for Wilmar Continental, for their Excella Cooking & Oils Mayonnaise brands, According to a Mobile Economy Country 2014 executed with a goal of driving sales among lower report, 38% of the total population of this region income customers. The competition was based on a are mobile subscribers. This number is expected barcode entry mechanism, where users could enter to grow at 7% per year for the next few years. using a free messaging service. They were then able to continue the conversation even without being

68 connected to the mobile Internet. The campaign Within the next four years, a majority of Africans was a huge hit, resulting in over 150,000 entries may become smartphone owners if the network and providing Excella with a substantial database of infrastructure progresses on par with the population’s potential customers. appetite for new technology. As seen by this telecoms graph below, even as smartphone connections grow Fig 3: Africa’s mobile markets steadily, feature phones constitute the majority of total connections, and are expected to do so for the next few years. Feature phones are very much the flavour of the day, and still hold enormous relevance for marketers.

Fig. 5:: Africa gets Smart, by Dawinderpal Sahota, Telecoms.

Speedy Smartphone Growth Predictions diverge when it comes to the outlook for the African smartphone market. Contrary to the forecasts by IDC estimating the current 18% penetration rate to double within the next three years, smartphones may spread faster than anticipated, according to Techcrunch, which predicts that most Smartphones may see quicker adoption if they are Africans will have smartphones in the next five years. on par with consumer affordability, as history shows. However, the WDS Global Report warns that the Chinese mobile phone maker Huawei’s USD 80 phone, looming presence of a grey market poses threats to the Ideos, reportedly holds a 45 percent share in the advancement of the mobile industry in the region Kenya, according to ZDNet. The Singularity Hub since such devices cannot “be accurately identified, reports that Huawei’s phone “sold like hot cakes to supported or configured to access data services on more than 350,000 Kenyans in a country where 40% an operator’s network. This immediately threatens of the population lives on less than USD 2 a day.” The subscriber profitability”. Additionally, Asymco’s rise of low-cost smartphones could take the region analysis of GSMA intelligence reports clearly shows from its feature phone dominance to the smartphone rising growth for smartphones in Africa and the growth trail quicker than expected. Additionally, the Middle East only post 2018, and expects the point of move to smartphones could be catalysed by telcos inflection for global growth to be 2017. offering ‘all you can eat’ broadband packages, rather than prevalent ‘pay as you go’ connectivity packages Fig 4: When will Smartphones Saturate, by Horace Dediu, Asymco. that act as an inhibitor to rapid adoption. Africa’s most wanted: The Audience Large blue-chip advertisers like Unilever are already dedicating a sizable portion of their digital budget to mobile in the region, acknowledging the potential value that lies in the growing number of young people with cash in hand. The purchasing power of Africa’s urban consumers is on a steady rise, and according to Deloitte, the region has the fastest expanding labour force in the world, expected to reach 1.1 billion and surpass India and China by 2040. The Agency world has been quick to leverage the power of this growing market. “Contrary to popular thinking, Africa is not an underdeveloped region – it’s the second largest and fastest-growing mobile phone market in the world after China,” says James Hilton, global CEO of M&C Saatchi Mobile. According to a report by M&C Saatchi Mobile, brands are already using mobile effectively and seeing high click-through

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rates of between 6-21% in the region. In addition, home-care brand that used audience targeting African consumers are reportedly comfortable with based on brand propensities. Our brand promotion mobile advertising (69% of consumers), and find that campaign for a food brand saw an average CTR of it is beneficial in finding new information. InMobi and 1.28% on feature phones. For building brand affinity, Decision Fuel research on Global Media Consumption driving traffic, promoting causes, and incentivising in Feb 2014 confirms similar findings for Nigeria and sign-ups, InMobi has successfully taken targeted Kenya, compared to the rest of the world. This is, no campaigns with relevant content to the masses in doubt, sweet music to large advertisers. Africa.

Fig.6: Mobile comfort factors Africa is unique in how mobile has been used to solve problems that have riddled the region for decades, like poverty or health care. Mobile money services that bring financial services to the masses, like M-Pesa in Kenya, are popular. GSMA notes that Sub-Saharan Africa has nearly 70% of the 82 million mobile money customers worldwide. Several innovative businesses like Mixit, a light social network, operating on over 8000 devices, from feature phones to tablets, have sprung up in the region with the aim of catering more effectively to the needs of consumers in Africa. Afrinolly brings movies and trailers into the palms of consumers, and Spinlet enables the distribution of African and local music. However, unlike Latin America or Asia, Africa is yet to see a wave of local mobile businesses transforming into global success stories. The absence of these grand successes affects the mobile ecosystem overall in a small yet significant way, as successful local businesses would Given the value of the African consumer audience, have paved the way for more innovation, motivation it is imperative for brands to tap into and win the and investment in the mobile app and advertising moments during the consumer decision process that ecosystem. are most influential towards purchase or use. Luckily, mobile plays a key role in positively influencing The enormous prevalence of feature phones today African consumers. While Internet penetration is cannot be underscored. Nic Haralambous writes that only 11%, mobile reaches 67% of the African audience. major challenges in airtime, device cost, electricity, Mobile also brings a whole new set of data and signals network coverage and replacement attitudes in to marketers, allowing them to do far more than they this voice-first market persist, and stand in the way could in other media. These signals include consumer of immediate and rapid smartphone adoption. As locations, mobility, weather and tactile elements, and Techrepublic reports, “Energy is becoming the barrier access to these signals allows brands to discover to greater connectivity.” Needless to say, a focus new consumer behaviors and identify new audiences on feature phones to cut through these challenges to drive marketing objectives with unprecedented and reach the masses today and tomorrow, and on accuracy. With greater consumer understanding, smartphones to reach the audiences of the future is brands can now influence the consumer decision imperative. A firm grip on the markets of today, with process with moment marketing. a look at evolving markets, will help inform mobile strategies for Africa in the future. The growth story unfolds, but slowly The mobile landscape in Africa is evolving, with Ramya Rajan (@rammyrajan) is the Marketing markets like South Africa leading the way for Manager for Brands at InMobi. Her expertise lies smartphones. Deloitte estimates that there are in market research, marketing and web-product already 10 million active smartphones in South Africa. development, having worked at Optimal Strategix Meanwhile, feature phones continue to occupy the Consulting, Titan Industries, and the Target media time of a majority of African consumers. As Corporation India. She graduated from the Indian the competition between smartphone OEMs remains School of Business and has an Engineering degree fierce with decreasing margins, we can expect to see in Information Sciences from PESIT. She’s also a smartphone adoption grow in Africa. StartingBloc Fellow for Sustainability and Social Development. InMobi has seen tremendous success with rich media executions on both smartphones and feature phones. Our ability to use sharp targeting and creative insights on mobile to drive purchase and awareness has helped many of the world’s largest brands. For example, we’ve seen a 7.5X lift in CTR for a leading

70 71 MMA APAC 2014 Yearbook

DYNAMICS OF AUSTRALIA’S GROWING MOBILE MARKETING INDUSTRY by Jonathan White, VP and Regional Director for InMobi Australia and New Zealand

“Is this the year of mobile?” has been the mantra phone as either their primary or exclusive means of widely debated in the Australian marketing and going online (see Fig. 1). For these users, mobile is media industry for the past few years, but it was not the preferred media for communicating, searching until 2014 that it most likely came true. for information and entertainment. In every instance, mobile now considerably leads desktop, TV and tablets Many factors have converged this year to provide as the preferred media channel for these activities. the ideal time for mobile marketing to leap into the mainstream, including: Perhaps more telling, web browsing makes up only 11% of all mobile activity, with an IAB/Nielsen study 1. Increasing penetration (almost to maturity) of in February 2014 indicating that 89% of activity smartphones in Australia; occurring in apps. The InMobi study also shows that 2. Promise of greater consumer access to bandwidth the average consumer has well over 30 apps on their at reasonable speeds offered by the continuing phone, but only use 7.2 every 30 days on average, so government and commercial investments into the mobile app ecosystem is understandably highly infrastructure and spectrum access; competitive. 3. Consumers embracing mobile like never before; and According to a newly released report by the 4. Continued exploration of mobile marketing Interactive Advertising Bureau of Australia, total opportunities by clients and agencies. advertising expenditure on mobile media in FY14 was AU$620.2 million, indicating that mobile media has Australia’s land mass is roughly the size of Brazil or overtaken magazines in terms of overall advertising the US, but with around 10-15% of the population investment in Australia. of those respective nations. With a population of In Q314 alone, mobile ad spend was AU$205.5 almost 23.7 million, Australia’s population density is million, representing a modest 8.2% increase on the therefore one of the lowest on the planet, just above record Q2 figure, but an impressive 87.7% growth on the Western Sahara and Mongolia. Yet despite this, the same period the previous year. Australian’s maintain one of the world’s highest mobile phone penetrations per capita with over 30 Of this amount, 55% was committed to search, million accounts active at the beginning of 2014. while 45% was in display advertising (see slide 3 of Smartphone penetration is at 76%, according the attachment). Mobile contributed 25.7% of general 2014 Deloitte’s Mobile Consumer Survey – again, one display advertising dollars, an increase from its of the most advanced in the world. contribution of 15.6% in Q313. Added to the strong levels of education, broadband Whilst there are a number of estimates involved, and Wi-Fi enabled internet access, as well as general what is clear from these figures is that the vast early adoption of new technologies, Australians have majority of search advertising is captured by Google, quickly adapted to mobiles as part of their daily lives. while the lion’s share of display advertising goes to Facebook, plus a handful of specialist mobile Leading channel for communication, information vendors and direct to publishers. Australia, by its and entertainment very nature a technologically advanced, first world According to InMobi’s 2014 Mobile Media Consumption economy constrained by a small population that is Survey, 56% of Australia’s mobile web users use their geographically thin, suffers from a lack of serious

72 competition in many market sectors; media is no very impactful shift to mobile devices as the primary different. source of computing.

The IAB’s Mobile Landscape Study for 2014 shows Where is mobile most embraced? that while Australia lags the US by a few points in In Australia, mobile has become an important most criteria, it is catching up, particularly in the use companion, particularly for the in-between times. of mobile for brand awareness and engagement. 87% of respondents to the InMobi survey use their Social, news and video content are the most booked device while waiting for something, 74% while from an advertiser perspective, with music and lying in bed, 64% when watching TV and 61% while gaming content making solid progress, particularly commuting. These figures indicate that mobile is in the app environment. solidly considered a snacking medium, allowing short-form content and advertising the opportunity Location and demographic targeting are the most to generate strong engagement. popular and most competitive in market at present, as marketers move from basic data like device type, What does 2015 look like for mobile? operating system, time-of-day and general location, Growth in mobile use over 2015 in Australia is likely to to more sophisticated forms of audience-based come from social media, followed by general search, targeting. 66% of respondents to the IAB study email and downloading apps. Using mobile devices indicated that they would invest more in location- to view videos is also growing rapidly, with gaming based targeting, while 42% indicated demographic remaining strong for a number of key demographics and other audience-based targeting would be a high (see Fig. 2). priority in the next 12 months. 2014 was definitely the ‘year of mobile’ from a Interestingly, apart from the immediacy of mobile consumer standpoint. New hardware, better access to and its ability to work well with other media, there data and more flexible carrier plans have allowed many was a noticeable difference in Australian marketers Australians to shift their mobile behaviour significantly. seeking location and audience targeting over their US From and payments via NFC, to music counterparts, who prioritised reach and engagement streaming and photo sharing, many Australians are true as their next highest priorities. This may indicate that ‘early adopters’ on the mobile life. Australians are moving faster to a mobile-first and mobile-only-campaigns, sacrificing overall reach for We are likely to see a rapid catch-up from the increased ROI. marketing community in 2015, as the more risk-averse marketers start to trial the medium and more bespoke The other strong trend in 2014 was the shift to mobile campaigns, using the full functionality of programmatic trading, with nearly 50% of surveyed the modern smartphone as they are developed and mobile buyers trading programmatically in the last rolled out (often regionally or globally). 12 months. Many media agencies in Australia are publicly claiming targets will be significantly higher Audience and location targeting will remain hot than this over the next 1-2 years. topics, while video, social and search are likely to forge ahead and demand larger slices of marketing Why the shift to mobile now? budgets. While accessibility and ease of use is often expressed as the primary strengths of mobile, we are also Jon White is the VP & Regional Director of InMobi seeing significant shifts for financial reasons. As Wi- Australia and New Zealand. In a career spanning Fi penetration lifts and mobile coverage improves, over 30 years, Jon has serviced many of Australia’s consumers are increasingly looking to bundle their largest advertisers, and held senior media roles in connected devices into a single telco contract, using media strategy, planning and buying at Australia’s the phone as a tether, or utilising Wi-Fi hotspots largest advertising and media agencies. In the last five years, Jon has held senior general management whenever possible. Nearly 20% of respondents in and investment director roles at Aegis Media Pacific. the latest InMobi survey also pointed to no longer Prior to all this, Jon navigated warships for a living. having a desktop PC at home, indicating a subtle, but

73 MMA APAC 2014 Yearbook NO MOBILE, NO NO MARKETING by Tushar Vyas Managing Partner, GroupM South Asia

Mobile today is a thread that is connecting many Second largest online user base varied profiles of users across India who use it very differently given their needs. At the top of the pyramid India’s online population will overtake the US are users who use mobile to be always connected online population, in fact it will bypass the entire to the Net even when on the go. And at the bottom US population. India will also become largest user of pyramid are new users who were not touched by base market for many Internet giants since China is wired telecom - rural users who are coming into the a restricted market for many global media and tech fold thanks to wireless telecom; and also lower SEC companies. We will see local innovation, and more audiences who are connecting to the Internet now focus and additional investment, as India becomes a that they have a cost-effective device they can afford lab for emerging markets. unlike the expensive PC. Connected India = Urban India Today, the mobile phone has an unparalleled reach Most marketing spends chase the urban population in India: TRAI reports a mobile subscriber base of and affluent rural users. The mobile Internet users are 921 million. But the more interesting story is the part of a demographic chased by all leading brands. mobile’s evolving smart features and ability to reach and connect people by becoming the entry point to Connected Indians: 1.5x English speaking population Internet and the virtual world. India has 180+ million The Internet in India will bypass the boundaries of active mobile Internet users: over half of this is English language and will evolve to become more unduplicated reach over PC, these are new users who visual and video content led. have never accessed Internet on any other device but their mobiles. Mobile is helping bypass the big We are seeing the movement to a Mobile First Digital World. barrier limiting India’s Internet growth - the high cost Internet and technology will become uncoupled from PCs; of PCs, which many first time users cannot afford. this will be the beginning of the end of the digital distinction. More than 56% of smartphone users are online daily We will see change in consumer’s expectations of media, and have multiple sessions. Searching, checking mail underlined by some emerging trends as below: and browsing social networks on the go via mobile has become a way of life for an entire generation Trend 1: From 4th screen to 1st screen of Indians. More than 50% of Google and Facebook Smartphone will be the screen of choice and first users access these services from a mobile device. device for all needs. In India, where the majority is single television households, mobile will be the But this is just the beginning. dominant second screen used for content snacking. India will move from scheduled content consumption Even higher growth is predicted - Mobile Internet on TV to content consumption through nearest screen is estimated to grow manifold in coming years. As available be it PC or Mobile. Usage will become more per Mckinsey’s digital predictions, India’s Internet spontaneous and on demand with Generation Now, users will increase to 450 million in 2015 - only 21% marked by an intolerance to delay. of which will be exclusively on PC, the rest will be through Mobile or Mobile + PC. Mobile access will be There will be more power to mobile with better a huge driver for bringing the next 100 million Indians connectivity and added dimension of payment via the online. So what is the significance of the next 100 handset. Exponential growth in penetration and time million internet users? spend on mobile will result into increased interest from marketers use mobile as primary medium as well as companion medium to traditional media.

74 Trend 2: The visual mobile web number of brands have committed to ‘news room’ The most popular genre for content consumption strategies in an attempt to create and amplify assets even today by far is movies, sports and music. with the greatest possible currency and relevance. Videos are viewed primarily at home. Video viewing This, if it endures, represents a significant new is becoming an entirely social experience - the most evolution of the advertising manufacturing process. popular way of consuming mobile videos is through chat and messaging apps. New formats will require headline driven calls to action and instant engagement that necessitate The marketer and agency ecosystem better lightweight interactions and immersive experiences. understands video as a format and has more universal appeal. They must collaborate, curate and create the The changing perceptions right kind of content to engage target audiences. Marketers are starting to take to this medium in an encouraging way. Mobile marketing spend in India Trend 3: Made for Mobile Destinations is estimated to grow exponentially in the next few Earlier PC based destinations migrated onto mobile. years. But more important than spends will be Now Mobile First destinations seem to be the norm the way marketers evolve to use this new medium - Whatsapp, Flipboard and Uber being the pioneers intelligently. With Mobile gaining prominence as a in this new wave. More such local and mobile driven purchasing device and m-commerce predicted to giants are on the horizon in the coming days. take off in a big way, the implications are huge. Every piece of data that makes targeting more intelligent New custom made advertising and partnership and more discerning on Mobile will help brands reach formats with mobile only ecosystem will help take out to the right audience in a streamlined manner that targeting and innovation to the next level. other media cannot. Segmentation, localization and Trend 4: From communication to transaction contextualization will make for an exciting proposition Mobile is becoming the bridge between real and that will open up a new era of highly targeted and virtual worlds - more and more people are using highly relevant advertising that may push marketers mobile to scan information on products and compare to adopt a mobile-first approach. prices in real time while they are in stores through the web, through augmented reality information layers Tushar Vyas is Managing Partner, GroupM South and through apps. Mobile will increasingly enable Asia, which now has a 300+ member team with more than 200 active clients. Tushar was also part a seamless connection from media to retail - from of SureWaves start-up team. He has been speaker seeing and comparing offers to buying on device. at various online, mobile and digital media summits Trend 5: Search and Discovery aided by Mobile and is part of IAMAI governing council. Search and Discovery remain a key but changing connector in this ecosystem with added dimensions. Mobile search is significant now and will continue to grow in influence – more local and more immediate. Increasingly voice and visual search on mobile will become commonplace. Leveraging on ground presence to drive this behavior and optimizing assets for mobile screen are important first steps.

Trend 6 : Advertising in the Stream The stream describes the scrolling, always moving, always new, always-on media experiences that dominate today’s Internet. The stream, represented by Facebook, Twitter, LinkedIn, Buzzfeed, Pinterest, Yahoo and innumerable mobile experiences, constitute a new media phenomenon. The stream is a manifestation of ‘real-time marketing’ or adaptive marketing. An increasing

75 MMA APAC 2014 Yearbook

UNLOCK THE POTENTIAL OF MOBILE MARKETING by Nguyen Anh Tuan, Sales Director, Adtima

The variety in the mobile ecosystem is opening a Since 2013, the mobile environment has gradually bigger market for mobile marketing and advertising completed with OTT platform; namely, Zalo triggered applications. On new platforms, mobile marketing the creation of mobile ecosystem, provided higher is being strongly utilised by many businesses in ability to connect and symbiosis in mobile marketing. Vietnam. Picture 1: Images of the Invincible Bull Connecting users “The Invincible Bull” which was designed by Adtima to run on Zalo app, won a Gold in Messaging category of the SMARTIESTM 2014 award. The image of a fun bull that is emotional and loves sports has sketched out the young generation’s open minds and warm hearts. In just one week, there was 360,000 downloads, and reached 1.8 million downloads after three months. Another multi-award-winning campaign is from Dove, Unilever. This campaign was called “Dove Selfie” and developed based on the dynamic “selfie” movement in 2013. Dove Selfie was said to be successful when it was greatly able to convey the new message about beauty: “You are beautiful when you know to love and take care of yourself”. Also according to Huy, using mobile marketing to Those campaigns were so successful because they target smartphone users everywhere and anytime has used the strong interaction among users on mobile, now become the trend. The high rate of mobile users and became typical case studies in using mobile opened a big opportunity for mobile marketing, many marketing. Kittiphan Boonmena, Sales and Marketing companies have pioneered in this field with a hope to Director of Red Bull Vietnam, said this method build up an effective advertising platform on mobile. allowed them to quickly reach and directly interact Nevertheless, to convert opportunity to action, there with their customers and resulted in more effective are many challenges to be overcome. Firstly, the outcomes. “The biggest benefit was that we directly ability to understand mobile users’ behaviours and reached to our target customers at a reasonable cost, thinking. Many campaigns failed due to mistakenly this method also helped to evaluate the effectiveness applying reports of foreign buyers’ behaviours. The of the campaign at every moment.” second obstacle is the lack of platforms to implement mobile marketing which forces brands to build More than 20 million actively used smartphones mobile apps without the capacity of maintaining the in Vietnam have become the bridge between connection among users. Thirdly, there must be a brands and consumers. The interaction capacity, standard effective measurement model to compare coverage, and low cost are considered as important and correctly evaluate the results. advantages that have made mobile the leading star in the marketing industry in near future. According to Wisely choose your partners Nguyen Tien Huy, Managing Director of MVV Digital, The role of agency is a crucial factor for the success the creation of a mobile ecosystem has unleashed of projects. Top leading mobile platform providers in a huge potential for mobile marketing to develop. Vietnam are Adtima (a member of VNG Corporation),

76 Mobile Ads from Admicro, SoSmart from Goldsun supported by service provider or consultants, and Focus Media, to name but a few. According to there are many packages for varied budgets.” Kittiphan Boonmena, experienced service providers in mobile marketing can guarantee their clients Picture 3: Zalo won 20 million users to reach and convey messages directly to the target customers. Besides, they must be able to support clients with measurement tools to evaluate campaigns’ responses via KPIs, such as click through rate and app activating rate so businesses can control and take action on time.

Picture 2: Dove Selfie – One of campaigns was highly appraised by mobile experts

More than 20 million smartphone users in Vietnam are creating a potential environment to connect and receive information, and for marketers to launch their products to the market. MMA anticipates that mobile marketing will emerge in the near future and mobile advertisement is getting closer to the trend of personalisation, directly reacting to users’ demands and bringing about higher chance of success for MVV Digital cooporated with Adtima to implement marketers, compared to traditional media. According marketing activities via Zalo. Thanks to the strong to Adrian McNamara, Ogilvy One’s Creative Director: connection with the entertainment platforms like Zing, “With a huge amount of users, regular frequency and Báo M-i and Zalo, Adtima’s mobile platforms offer ability to be flexible accordingly to users’ demands, deeper connection. For instance, Zing Mp3 connects Zalo is attracting many businesses, and agencies with music players; Zalo is the communication tool of who wants to reach to mobile users.” almost 20 million users. Huy said: “As for mobile, the deep connection is the biggest advantage, if users Picture 4: Mobile is a rich land for marketing are willing to spend a lot of time for Zing, Zalo, so they also tend to interact with marketing activities more. In future, Adtima can use those advantages to expand the mobile marketing ecosystem.” While there are 20 million Zalo users, according to comScore, they are reaching about 75% of internet users and link to about 30 other digital news pages. This agency is also a premium partner of Google, Youtube and Facebook in Vietnam and sole partner of InMobi, the biggest independent mobile advertising network in the world. Sharing about the experience in choosing partner, Kittiphan Boonmena said Adtima is one of the pioneers in mobile advertisement and owns the best mobile marketing platform on the market: Zalo. “In choosing partners, it’s required to consider many factors, such as technology and infrastructure, professional designers, consumer insight knowledge and realistic strategies.” Nguyen Anh Tuan is Sales Director for Adtima (VNG), for whom he delivers on its promise: Mobile marketing is becoming more popular with optimised results. He has over 12 years of experience applications from big brands in Vietnam, namely, developing internet products in Vietnam, and has Unilever, Samsung, Coca-Cola, Mercedes, Intel, P&G, consulted and developed platforms for several Ford and others. However, there are still many entities online newspapers as well as mobile products. He have not truly understood the trend and its technology. was earlier co-founder and CEO of ePi Technologies, Sharing his experience, Huy said: “Observe mobile which received investment by IDG Ventures. users’ behaviours to start, technology factor can be

77 MMA APAC 2014 Yearbook

THE LANDSCAPE OF MOBILE IN VIETNAM AND CRITICAL INSIGHTS FOR APPROACHING M-CONSUMERS by Ricardo Glenn, Digital Director, TNS Media Vietnam

The process of watching TV has been changing Fig. 2: TV viewing habits driven by two megatrends – the growth of connected mobile devices and the availability of more video content through the internet. The data taken from a recent IAB report shows how usage of smartphones and tablets is growing rapidly (see Fig. 1). In most countries it has been the take-up of the tablet and smartphone that is having the most impact on TV. The first tablet – iPad V1 – was only launched 4.5 years ago. There is more screen choice and more internet connectivity which is offering opportunities to new disruptive providers. It is TV, delivered to the television set, computer or tablet, but not tied to any TV has also thrived financially, and not just in terms schedule. of subscriber growth. It was achieving compound annual growth of 5.2% at a time when the internet was Fig. 1: Diffusion and usage of mobile devices fundamentally changing people’s media consumption behavior and revolutionizing the advertising business.

Fig.3: TV financial growth

We see that TV viewing overall has steadily increased over the past ten years (+16 min SINCE 2003) – now Online video advertising is growing faster than an average of 3h53 mins (see Fig 2). traditional TV advertising globally, and internet has been growing much faster: 78% of the quarters have experienced positive growth over the prior quarter since 2003. Markets like US report revenue for online advertising higher than 23 billion USD per year (for online video).

78 Search continues to lead ad formats, while mobile 15 to 19 years (50%), 20 to 24 years (56.5%), 25 continues steady growth, in the US. Mobile revenues to 29 years (49.8%), 20 to 34 (38.7%), 35 to 39 in HY 2014 continue to increase format share, years (29,5%) overtaking banner ads. In other markets, nearly two 4. Smarphone ownership in the two key cities: in five digital ad dollars spent by advertisers in South Hanoi (60.3%), Ho Chi Minh City (53) Korea will go toward mobile internet format 38.4% 5. Operating System nationwide: Android (48.6%), in 2014, and is expected to grow to 73% by the year iOS (19.7%) IOS; in the two key cities: Android 2018. (40.3%), iOS (38.8%). 6. Vietnamese are using their mobile largely for In Vietnam around 90% of the population has a mobile texting and speaking, but around 51% of them and most claim they had being receiving advertising use it to access internet in the urban and 32.2% on it. The bad news is that that the campaigns are not in rural, and there is an increasing trend to see well planned and are not having a good impact on television on mobile devices. the users. Here are some market highlights: Factors to consider when you are planning a mobile —— Media type respondent finds the ads most useful campaign include: who are your audiences, what is in making purchasing decisions: 1.9% the objective of your campaign, is the objective of the campaign is just to create awareness, do you —— Media Type Rank # 1 respondent finds the want people to click on a link to make a purchase, what are you doing to attract people to the website, advertising most annoying: 29.3% what happens when they land on the website, what —— Media type respondent finds there is too much impact are we expecting after we finish our campaign, and how are we going to measure the results of the advertising in the South East (excluding Urban campaign. HCMC): 19.8%. So before you launch your next big campaign just In sum, there is a business opportunity here but it has remember three key points: to be done the right way. —— Users on mobile act differently than users on Lessons learned: mistakes in mobile marketing desktop Research and analysis reveals four common kinds of —— People use mobile with different motivation than mistakes in mobile marketing. other media Poor Execution Marketers need to realize that if they are running a —— Understand the correct way to approach your mobile campaign, the need to make sure whatever target in each different media. message being sent is compatible with different Remember many marketers are very excited using devices. online campaign because they think they can save Following the path of online advertising a lot of money, but a poorly planned campaign can We need to change our mindset and think beyond turn out to be a big loss of money. what we already know in internet advertising – mobile is a different medium. Ricardo Glenn is the actual Business Development Director of Digital and the Cambodia Market, he has Measurement 20 years of experience working on Marketing and Mobile can deliver some amazing business Consulting across Mexico, Cambodia and Vietnam, intelligence that marketers never had access to, but he worked with top renowned companies Nielsen, this is often ignored or under-utilised. Millward Brown , Epinion and GSK before joining Kantar Media in 2014, and had serviced many No Promotions multinational companies like Coca Cola, Nestle, Marketers often do not promote their mobile programs General Motors, Mars, Wal Mart, etc. effectively across all promotional platforms. Avoiding poor execution it one of the key elements when you are planning any campaigns. Here are some facts for mobile marketing campaign execution in Vietnam, starting off with basic market data. 1. Mobile ownership: nationwide (91.5%), rural (89.7%) 2. Smartphone ownership: urban (47.4%), rural (27.7) 3. Ownership of mobile according to age groups:

79 PART 3

BOARD OF DIRECTORS

MMA APAC 2014 Yearbook ASHUTOSH SRIVASTAVA ANINDYA DATTA CHAIRMAN & CEO, GLOBAL CHIEF EXECUTIVE OFFICER EMERGING MARKETS MOBILEWALLA MINDSHARE @mobilewalla @ThisisAshutosh

ANDREW KNOTT DON KIM DONGHYUN VICE PRESIDENT - DIGITAL ASSOCIATE DIRECTOR, MCDONALD’S CORPORATION ASIA, DIGITAL AND MOBILE @andrewknott1 MARKETING LEADER PROCTER & GAMBLE

ROHIT DADWAL MICHELLE FROAH Managing Director, APAC SENIOR VICE PRESIDENT - Mobile Marketing Association GLOBAL PRESTIGE BEAUTY DEVRIES GLOBAL @MichelleFroah

CHEUK CHIANG AMBRISH JAIN CEO ASIA PACIFIC VP MARKETING OMNICOM MEDIA GROUP DEVRIES GLOBAL LENOVO

GRAHAM CHRISTIE LEAH JIMENEZ CHIEF COMMERCIAL OFFICER DIGITAL MEDIA GROUP HEAD & CO-FOUNDER SMART COMMUNICATIONS, INC. BIG MOBILE GROUP @leahbesajimenez @BigMobileNews

DAMIEN CUMMINGS KF LAI VICE PRESIDENT & CHIEF CEO & CO-FOUNDER MARKETING OFFICER BUZZCITY PHILIPS ASEAN & PACIFIC

81 MMA APAC 2014 Yearbook

BESSIE LEE JOE NGUYEN CEO SENIOR VICE PRESIDENT, APAC WPP CHINA COMSCORE, INC.

JOSHUA MAA LEONARDO O’GRADY FOUNDER & CEO DIRECTOR ASEAN MADHOUSE INC. INTEGRATED MARKETING & COMMUNICATIONS THE COCA-COLA COMPANY

VISHNU MOHAN ATUL SATIJA CEO VICE PRESIDENT & MANAGING HAVAS MEDIA ASIA PACIFIC DIRECTOR, APAC @vishnumohan INMOBI @atulsatija

DICK VAN MOTMAN RAHUL WELDE Chairman & CEO VICE PRESIDENT - MEDIA Dentsu Aegis Network South East UNILEVER Asia @RahulWelde

DAN NEARY ROBERT WOOLFREY VICE PRESIDENT OF ASIA MANAGING DIRECTOR - SEA PACIFIC MILLENNIAL MEDIA FACEBOOK @robwoolfrey

MAGGIE NG ALAN YAN DIRECTOR, DIGITAL MEDIA FOUNDER & CEO PRUDENTIAL CORPORATION ASIA ADCHINA

82 83 PART 4

MEMBERSHIP

MMA APAC 2014 Yearbook MMA Overview MMA’s GLOBAL REACH It has been said that there is no medium as global as mobile. The MMA is unique Most marketers agree: Mobile is transforming in that it delivers both global insights and access, marketing and businesses like nothing else we have as well as regional relevance to our members. The seen or will see in our generation. Over the last MMA’s global headquarters are located in New York few years we have witnessed how those marketers City with regional operations in North America tapping into the power of mobile are driving (NA); Europe, Middle East and Africa (EMEA); significant business growth and getting closer to Latin America (LATAM); and Asia Pacific (APAC). their consumers than ever before. The MMA is governed by a membership elected Global Board of Directors on a worldwide basis and by Regional Boards in each respective region. “The MMA’s global efforts in developing mobile Each board represents Brand Marketers, Agencies, standards and best practices, focused on supporting Media Companies and Tech Enablers from across our success as a marketer has greatly helped us the industry ecosystem. Additionally we have local better understand how to more appropriately councils in 17 countries. increase our investments in mobile and stay ahead of our competition.” VP Mobile, CPG Marketer & MMA Member “The Internet changed the booking process. On the other hand, Mobile is completely transforming the The MMA is the world’s leading global non-profit way our customer’s interact with us at every touch trade association comprised of more than 800 point including onsite.” member companies, from nearly 50 countries around CMO, Major Hotel Chain the world. Our members hail from every faction of & MMA Member the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others. BIG TENT MEMBERSHIP THE MMA’S PURPORSE The MMA is the only global marketing trade group that represents all parts of the mobile marketing The MMA’s mission is to accelerate the transformation ecosystem. With a mix of brand marketers, agencies, and innovation of marketing through mobile, driving media publishers, networks, technology enablers and business growth with closer and stronger consumer others the MMA brings together all industry players engagement. Anchoring the MMA’s mission are four to collaborate, teach, learn, share, build and drive core pillars all focused on delivering the highest level against a common goal of leveraging the power of of value to our members: mobile for all. 1. Aimed at the Chief Cultivating Inspiration: OUR STRATEGIC FOCUS Marketer; guiding best practices and driving innovation The MMA is focused on building a scalable and 2. Building Capability for Success: Fostering know- sustainable global Mobile Marketing industry by how and confidence within the Chief Marketer’s creating standards and guidelines, best practices, organization effectiveness research as well as programs that 3. Demonstrating Measurement and Impact: reduce the friction in the buying and selling process. Proving the effectiveness and impact of mobile We believe that a successful trade association is the through research providing tangible ROI result of the willingness of the members to collaborate measurement and other data. together, with each member understanding that 4. Advocacy: Working with partners and our collective action will generate better results at members to protect the mobile marketing industry. a faster rate than individual actions. As mobile marketing becomes commonplace, it is essential for Mobile Marketing is broadly defined as including the industry to have a strong trade association that advertising, apps, messaging, mCommerce and advocates across the industry at large. CRM on all mobile devices including smart phones and tablets. Members include: American Express, AdChina, Colgate-Palmolive, Dunkin’ Brands, “MMA’s SMoX research insights have challenged Facebook, Google, Group M, Hewlett Packard, everything for us in how we look at our marketing Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, mix and optimize our ROI. The in-depth analysis McDonalds, Microsoft, Mondelēz International, Inc. and data presents us with a significant competitive Pandora Media, Procter & Gamble, R/GA, The Coca- advantage and leadership opportunity as a Cola Company, The Weather Company, Unilever, marketer. Getting there first is key for us.” Visa, Vodafone, Walmart, xAd, Zenith Optimedia and SVP Media, Beverage Marketer many more. & MMA Member

85 MMA APAC 2014 Yearbook

The MMA facilitates the development of this opportunity to partner and create thought leadership understanding and accomplishes its mission and for mobile. goals by focusing across a number of strategic areas to deliver maximum value to our members: EDUCATION

RESEARCH AND INSIGHTS The essence of the MMA’s mission is to help marketers be more successful with your mobile efforts within 1. The MMA’s proprietary SMoX (Cross Media your organization and around the world. Optimization) study being launched throughout 2014 into 2015, for the very first time in the industry, 1. Ensuring consistency in brand messaging and provides data on the effectiveness of mobile in the a consumer’s brand experience around the

marketing mix. Additionally, SMoX measures mobile’s world is no small task for marketers. The Mobile optimized level as part of the mix and gives guidance Marketing Playbook gives MMA marketer to marketers on how to achieve the best ROI for members a consistent resource to explain when, a campaign. Having this type of research at your where, and how marketers can use mobile to fingertips allows you to evaluate your current mobile spearhead or augment their marketing efforts. spend against those in your vertical. Participating It takes marketers through the process of marketers include: AT&T, Subway, Colgate, mobile strategy development from start to MasterCard, The Coca-Cola Company, Walmart and finish. It provides best practices around mobile others. This is also the very first time a study like this executions, ways to leverage the myriad mobile is being conducted at a global level including North vehicles and how companies can effectively America, UK, Brazil, Turkey and China. measure and optimize mobile. This valuable tool is only available to MMA members.

2. Over 50 Webinars around the world, numerous “The difference between the Internet 15 years ago white papers and best practices provide MMA and Mobile, is that you could ignore the Internet.” marketer members with a core base of education VP, Global Package Goods Company & MMA focused on building and refining skills and Member knowledge and delivering an arsenal of credible, objective selling tools.

3. Customized Education can be developed based 2. Over 450 Mobile Marketing case studies as well as on a marketer’s needs to help you reach Mobile creative benchmarks and insights, provide marketers Maturity. with wonderful examples of how others are executing mobile strategies effectively. Our members can use 4. Access to Mobile Experts is key for marketers these case studies, as a way to understand what’s who need to make decisions quickly on which possible and to inspire further innovation and mobile companies to partner with, understand activation of your own mobile efforts. Only members the latest trends and explore competitive have access to the full case study hub. This year we opportunities. The MMA Team is just a phone call intend to add close to 500 additional case studies away and ready to answer your questions as you from both the Cannes Lions Mobile Awards program process all available options. as well as the MMA’s Global Smarties Awards program.

EVENTS AND NETWORKING “The MMA is clearly the primary driver in developing mobile standards and best practices 1. With over a dozen events around the world, that support greater investments in the mobile the MMA delivers the latest content, global thought channel by marketers. It’s their dedication to leadership and unsurpassed mobile insights across driving our business that makes them the best multiple regions. MMA marketer members can ROI we have.” leverage access to all of these events wherever VP Marketing, App Developer relevant for your businesses FREE. This means that & MMA Member your marketing, innovation, technology and other teams have unlimited access to attend any MMA conference at no charge. Insights: The MMA has developed a learning agenda a. MMA Education Forums: New York, London, Dubai, aiming to provide its members and the industry with Brazil, Singapore, India, China, Vietnam, Indonesia, solid insights that promote the understanding and Spain, France successful application of mobile marketing. From mobile data to wearable technology and from CMO b. Flagship Events: Mobile Center of Innovation at interviews to new approaches for pretesting mobile Cannes Lions Festival, CEO & CMO Summit, SM2 creative, the MMA conducts an increasing number Innovation Summit (Advertising Week) of studies every year, offering its members the c. Smarties Awards Program: Global (the pinnacle),

86 Regional in EMEA, APAC and LATAM and in-country 1. Influence the direction of the industry by partici- including South Africa, UK, Turkey, India, Vietnam pating in initiatives & research; and China. 2. Influence industry guidelines, best practices, and standards; d. Intimate Dinners, Topic Specific Panels and other 3. Develop and nurture new and existing business

Networking Events round out the offering to bring partnership and clients; our big tent membership of buyers and sellers closer 4. Leverage the association and MMA community in together. public policy matters; 2. Meeting other Members: The MMA helps members 5. Share and gain recognition for company and in- meet and collaborate with other members important dividual thought-leadership to your business. Whether participating on a board, working group, council, or simply attending an MMA event, reach out to the MMA staff and leverage our “By participating in MMA committees last year - our connections to help further your goals. first year of membership - I was able to do more to communicate my company’s thought leadership COUNCILS, WORKING GROUPS AND INITIATIVES than in the 5 previous years of doing it on my own. ” 1. At the bedrock of the MMA are a number of in- Head of Market Strategy, Enabling Tech Company dustry initiatives, working groups and councils all & MMA Member. focused on driving the mobile industry forward. These efforts provide a great way for individuals across the organization to engage very directly 6. Gain access to MMA member only content and in the development of best practices & guide- get previews of research and other industry in- lines, standards and public policy and strategic sights before publicly announced frameworks. A listing of these opportunities can 7. Get MMA member only discounts to events and be found towards the end of this document. programs 2. Leadership opportunities provide members with a unique opportunity to sit at the helm of import- ant issues and shape the future of the industry. “I am huge fan of MMA initiatives as they keep You can also leverage the MMA to build your on generating great business for us. Plus the company’s profile and your personal standing events have rich content and amazing networking within the industry at large. opportunities. I am very happy.” 3. MM25 Brand Marketer Group is comprised of 25 Head of Advertising, Telecom Company & MMA of the leading global brand marketers and is fo- Member cused on helping marketers to more effectively and efficiently integrate mobile as core to their overall mix. 8. Network with our extensive membership of buy- ers and sellers to deepen and further partner- GETTING INVOLVED & MEMBER VALUE ships within the industry MMA Membership offers the opportunity for companies to effect genuine change benefitting the worldwide mobile marketing industry. These “My sales team of course believes Mobile is a critical companies provide leadership by accelerating channel, but seeing insights from the MMA’s SMoX innovation, removing critical industry roadblocks, research and getting sales training from Greg and expanding industry awareness. Being part of the himself turned them into mobile sales experts. It’s MMA affords the opportunity to make a difference, to just a whole new level.” stimulate the adoption and use of mobile, and to break CRO, Publisher down market friction and structural barriers. The & MMA Member MMA is laser focused on delivering critical member value to our members. Through involvement in the MMA, companies and their employees receive many benefits, including the opportunity to:

87 MMA APAC 2014 Yearbook

MEMBERS

&c.INC InMobi (China) Tencent 3G (China) iqiyi (China) Touch Media AdChina, Ltd. (China) iResearch Consulting Group Trends Media Group (China) AdMaster (China) (Asia) (China) Trio AdSage Technology Co. Ltd. Isobar (China) Umeng Technology Ltd (China) (China) Jiandian Unilever (China) AdSame Kinetic Advertising Shanghai Velti (China) Adwo (China) Viva Mobile Media (China) Aegis LeTV Vivaki Greater China (China) Airpush Inc. (China) Limei (China) Vizeum Advertising Ltd (China) AllMobilize Lomark VPon Inc. (China) Allyes Group Pty. Ltd. (China) Madhouse (China) WQMobile (China) Amadzing Mconnect Yeahmobi Avazu MEC (China) Youku Inc. (China) Baidu MediaCom (China) Youmi Beintoo Miaozhen Systems (China) Yum! Brands Inc. (China) Carat Mindshare (China) 3LOQ Labs CATHSTONE mJoule (China) AdIQuity China Unicom (China) MMX China Affle Holdings Pte. Ltd. (AHPL) Chukong (China) Modern Media (China) Bellurbis Technologies Coca-Cola Beverage Ltd (China) NetEase (China) Big Mobile PTY LTD Cooguo Nielsen (China) Chikka Philippines, Inc CTR Market Research (China) NIM cyber communications inc. Cyber Communications Inc o2omobi Dentsu Asia Pte Ltd (China) Omnicom Media Group (China) DeVries Global D2C (China) OMP e-Learning Edge DCCI (China) Optimad (China) Goldsun Focus Media Dentsu People Daily (China) Indosat Dentsu Rihai PHD Kimberly-Clark (APAC ) Dentsu_Top Phoenix New Media (China) Madhouse Inc. Dianru Posterscope (China) MCD Asia Pacific, LLC Digital Matrix PowerStream (China) (McDonalds) Digitop (China) PPTV Online TV (China) Mobext (APAC) Domob Limited (China) QTT Global Group Company Mobilewalla Singapore Dratio imited OgilvyOne (APAC) Estar Digital (China) Rayli (China) Omnicom Media Group Asia Fly Advertising(Beijing) Reckitt Benckiser Pacific Pte Ltd Technology Co.LTD Renren Inc (China) Opera MediaWorks (APAC) Fractalist (China) Shanghai Huancai Network Ozone Media Solutions FuguMobile (China) POKKT Maiden Marketing India General Motors Sina(China) Pvt. Ltd. Google (China) Sinomonitor Prudential Corporation of Asia GroupM (China) Smartmad (China) Rice Communications PTE LTD Havas Social Touch Singapore Telecommunications hdtMEDIA (China) Ltd Sohu (China) hdtMobile (China) Smaato Pte., Ltd. (APAC) Starcom(China) Hiiir Inc. (China) SMART Communications, Inc. Sizmek im2.0 Interactive Group (China) SMSDome PTE.LTD. Tapjoy (China)

88 Tyroo Media Nimbuzz BV xAd Vuclip OnStar Admicro Abbott Out There Media Holding GmbH VNG ACE Group Procter & Gamble AkaDigital Adknowledge Proscape Technologies eBrand AdNear Pte. Ltd. PubNative Friesland Campina AdTruth Quisk, Inc. Get Afilias Technologies Ltd QWASI, Inc. Gmark (dotMobi) R/GA GFM Airpush, Inc. Research in Motion GroupM App Annie Rite Aid Corp Mindshare AppNexus RUN> Incom Bonzai Digital Pvt Ltd Sam4Mobile Kantar Media Brandtone Holding Ltd. Sony Mobile Keeto Brightcove SUBWAY_ Franchise World Unilever BuzzCity Pte Ltd Headquarters, LLC Viber Campbell Soup Co. Swrve Vietguys Chiquita Tafi Media Vserv Clear Channel Outdoor Tapjoy, Inc. Vivaki Colgate-Palmolive TAPTAP Networks Centech comScore, Inc. Teads VietbuzzAd ConAgra Foods Tego Media DatViet VAC Criteo Telefonica Chotot.vn Datalogix The Hershey Company Creasia Dunkin Brands Turn Lava Electronic Arts Inc Turner Broadcasting System, Inc. Epom Ltd. Unilever Exponential uSamp Facebook VISA FRHI Hotels & Resorts Vodafone Group Services Ltd. Gemalto Vserv Digital Services Pvt. Ltd. Google Walmart Stores, Inc. GroupM wetter.com AG Hewlett-Packard Company WMC Global Hilton Worldwide Wunderman IKEA Yahoo Inc. Infobip Zenith Optimedia Johnson & Johnson AdChina, Ltd. JP Morgan Chase Bank DataXu, Inc. Kantar Media Intelligence Flurry Inc. Kellogg Co InMobi Kohl’s mGage L’Oreal Microsoft Lenovo Millennial Media, Inc. Manage.com The Coca-Cola Company MasterCard Worldwide The Weather Company Mblox Tune mCordis Urban Airship Mobile Marketing Association Velti MobiWeb Ltd Videology Nielsen Voltari

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SMARTIESTM

MMA APAC 2014 Yearbook THE SMARTIES™ APAC 2014 WINNERS MARKETING STRATEGY AWARDS Mobile App Brand Awareness COCA-COLA (JAPAN) CO. LIMITED KIA and MNET and DENTSU LTD. “KIA “GAME ON”” “WEEKLY GEORGIA” Hindustan Unilever and Unilever China Walls Cornetto PHD India. (Ice Cream) and PHD China Merries Baby Diaper and Dentsu (Thailand) Ltd. “Kan Khajura Teshan” “Cornetto - Express love in 8 seconds” “Merries Babysitter” Coca-Cola (Japan) Company, KIA and MNET Limited - Fanta and UM In-App Advertising - Gaming or Other “KIA “GAME ON” “Solve the Puzzles, Get Back the Fruit!” P&G/Gillette and MediaCom Product / Services Launch “Real Racing 3 with Gillette” Unilever / Wall’s Ice Cream and Mindshare Malaysia Unilever Indonesia and Mindshare Nivea, OMD Singapore “Wall’s on Waze - ‘Drive-ing’ Impulse Purchase” Indonesia and InMobi and Airwave “Citra Night Call” “Gains without Stains” Mobile Website

Unilever / Axe and Mindshare Indonesia & InMobi McDonald’s and Mobext “Axe University” “McDelivery Mobile” Lead Generation/Direct Response/Conversion Innovation Hindustan Unilever Coca-Cola Beverages (China) Unilever – Rexona and Unilever – Zhonghua (Oral and PHD India Company Limited and Isobar China Mindshare Malaysia Care) and PHD China. “Kan Khajura Teshan” “Coca-Cola Lyric Bottle” “Rexona Move – The World’s Longest “Zhonghua – One Hundred Million Relay Race” Smiles”

Unilever – Wall’s Ice Cream and Mindshare Malaysia ENABLING TECHNOLOGY AWARDS “Wall’s on Waze – ‘Drive-ing’ Impulse Purchase” mCommerce Promotion McDonald’s and Mobext PayPal and PHD/ Airwave Mondelēz China and Coca-Cola (Japan) Company, “McDelivery Mobile” “Seasonal Security” Isobar China Limited - Fanta and UM “OREO Family Emojies” “Solve the Puzzles, Get Back the Fruit!” Location Based

Star India Pvt Ltd and Mindshare Coca-Cola (Japan) Co. Limited. and DENTSU INC. “Being a Celebrity’s friend is easy!!” “My Favorite Cafe - GEORGIA Vending Machine App” Relationship Building / CRM Unilever / Wall’s Magnum and Mindshare Malaysia “Magnum - Seducing Women to Magnum Mini House of Pleasure” Merries Baby Diaper and Red Cross and MRM//McCann Dentsu (Thailand) Ltd. “The Red Cross Connection” CREATIVE AWARDS “Merries Babysitter”

Genki Sushi Hong Kong Limited and Cherrypicks Limited Best Brand Experience in Mobile Rich Media “Genki Sushi Member Recruitment App” Unilever – Citra, Mindshare Indonesia & Inmobi “Citra Night Greetings”

CHANNEL / MEDIA STRATEGY AWARDS Unilever Indonesia, Mindshare Indonesia and Vdopia Inc. “Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max” Cross Media Integration Unilever / Dove Shampoo and Mindshare Most Engaging Mobile Creative KIA and MNET Vietnam and Ogilvy Vietnam “KIA “GAME ON”” “Dove Selfie” Unilever – Zhonghua Unilever Indonesia, Mindshare (Oral Care) and PHD Indonesia and Vdopia Inc. Mondelēz China and Carat China China “Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max” “‘Play Together’ with Oreo Creates Moments of Connection in China” “Zhonghua – One Hundred Million Smiles” Messaging Universal Sony Pictures Home Entertainment Australia and Mobile Adani Wilmar Limited and Neo Unilever- Citra, Red Cross and MRM// Mindshare Indonesia Embrace’s 4th Screen Advertising McCann Ogilvy India Australia “Rich Messaging As Story, Storyteller & & InMobi “The Red Cross Connection” “Her Voice Activated Banner Ad Campaign” Listener” “Citra Night Greetings”

93 MMA APAC 2014 Yearbook

INDUSTRY AWARDS Agency of the Year in Mobile Mindshare Indonesia Marketer of the Year in Mobile Unilever Best In Show KIA “Game On” Enabling Technology Company of the Year in Mobile Mobilewalla Agency Network of the Year in Mobile Mindshare Asia-Pacific Publisher/Media Company of the Year in Mobile Facebook

94 THE SMARTIES™ INDIA 2014 WINNERS MARKETING STRATEGY AWARDS In-App Advertising - Gaming or Other

Brand Awareness Apollo Tyres Ltd & Mindshare “The Soccer fan hunt in a Cricket Stadium!” Hindustan Unilever Bhartya Janta Party & Madison Adani Wilmar Limited & Neo Ogilvy India and PHD India Communications Pvt. Ltd. “More than TVC: Let’s give them something to talk about” “Kan Khajura Teshan” “H.O.P.E. - How our Prime Minister got Elected” P&G & Mediacom Communications P&G & Mediacom Communications “Gillette : The Magic of Feature Phones” “Gillette: MACH 3 Race for Supremacy Promotion Mobile Website

Colgate Palmolive (India) Ltd & Hindustan Unilever & PHD Platinum Guild India & Asian Paints & Thmbstrk Red Fuse India Maxus India - Indigo Consulting “The Next Door Dentist” “Lux Be the Star” “A Bridge from Indifference to Desire” “Asian Paints Mobile Site” Product / Services Launch Dabur India & Neo Ogilvy India “Your Trusted Beauty Companion” Tata Sky & Hungama Digital Services “A Mobile App” ENABLING TECHNOLOGY AWARDS Lead Generation/Direct Response/Conversion Innovation

Hindustan Unilever & Bharatiya Janata Party Tata Sky & Maxus India World Health Organisation - India PHD India (BJP) & VivaConnect Pvt. “Tata Sky Everywhere TV: The Power of Real & Thmbstrk - Indigo Consulting “Kan Khajura Teshan” Time Marketing” Ltd. “Donate Your Caller Tune Campaign” “Live Talk” Hindustan Unilever & PHD India “Kissan Inspire” BCCL, Samsung, General Motors & TIMES INTERNET LTD Relationship Building / CRM “ALIVE STUDIO” Hindustan Unilever & PHD India Bharatiya Janata Party (BJP) & Castrol India pvt ltd & “Kan Khajura Teshan” VivaConnect Pvt. Ltd. Mindshare India “Live Talk” “Appiness for the biker by the biker” mCommerce

Dabur India & Neo Ogilvy India Paytm & One97 Communications Ltd “Your Trusted Beauty Companion” “Paytm App”

CHANNEL / MEDIA STRATEGY AWARDS Location Based Cross Media Integration Colgate Palmolive (India) Ltd & Adidas & AdNear Bharatiya Janata Party (BJP) & VivaConnect Pvt. Ltd. Red Fuse ““Battle Pack” FIFA audience “Live Talk” “The Next Door Dentist” targeting” Pepsico India Private Limited & Mindshare India CREATIVE AWARDS “Mountain Dew organizes the Biggest heist of India” Messaging Best Brand Experience in Mobile Rich Media Colgate Palmolive (India) Ltd & Red Fuse “The Next Door Dentist” Micromax & Interactive Vodafone & Maxus India Tata Sky & Maxus India Avenues Pvt. Ltd. Digital Quotient “Vodafone Music Tambola” “Tata Sky Everywhere TV: The Power of Real Time “Your Canvas CAN be bigger!” “IVR & SMS campaign” Marketing” Mobile App Most Engaging Mobile Creative

Paytm & One97 Dhoom Game & 99Games Online Snickers & Mediacom Micromax & Interactive Communications Ltd Private Limited Communications Avenues Pvt. Ltd. “Paytm App” “Dhoom:3 The Dhoom Game” “Spell Bound” “Your Canvas CAN be bigger!” Castrol India & Mindshare India Vodafone & Maxus India “Appiness for the biker by the biker” “Vodafone Music Tambola”

95 MMA APAC 2014 Yearbook

INDUSTRY AWARDS Agency of the Year in Mobile PHD India BJP - LiveTalk Best In Show Colgate Palmolive - The Next Door Dentist Enabling Technology Company of the Nimbuzz Year in Mobile Publisher/Media Company of the Year in Facebook Mobile Hindustan Unilever Marketer of the Year in Mobile Bharatiya Janata Party (BJP)

96 THE SMARTIES™ VIETNAM 2014 WINNERS MARKETING STRATEGY AWARDS CHANNEL / MEDIA STRATEGY AWARDS

Brand Awareness Cross Media Integration

Clear - My Kool Vietnam Drive On Dove Selfie “Unilever / Clear Shampoo | Mindshare Samsung Galaxy V: Selfie to Self-V “Castrol | Lowe Vietnam” “Unilever - Dove Shampoo | & Lowe Vietnam” “Samsung / Galaxy V | Leo Burnett Vietnam” Knorr Nutri - Pop Quiz Mindshare & Ogilvy Vietnam” “Unilever / Knorr | Mindshare” Clear - My Kool Vietnam “Unilever / Clear Shampoo | Mindshare & Lowe Vietnam” Promotion Messaging Vaseline - Sundress Project Dove Selfie “Unilever / Vaseline | Mindshare & Ogilvy “Unilever - Dove Shampoo | Red Bull - The Vietnam” Mindshare & Ogilvy Vietnam” Invincible Bull Knorr Nutri - Pop Quiz “Red Bull | Adtima/VNG “Unilever / Knorr | Mindshare” Coca Cola - FiFa World Cup Trophy Tour Corporation” “Coca-Cola | Adtima/VNG Corporation” Sunsilk- 1 Million Pledge Drive On “Unilever / Sunsilk Shampoo | Mindshare & “Castrol | Lowe Vietnam” Ogilvy Vietnam” Product / Services Launch

Dove Selfie Samsung Galaxy V: Selfie to Self-V Mobile App “Samsung / Galaxy V | Leo Burnett Vietnam” “Unilever - Dove Shampoo | Mindshare & Ogilvy Vietnam” Clear - My Kool YoMost: Turning YoTime into MoMo “WORLD CUP BILLIONAIRE” “Momo | Adtima/VNG Corporation” Vietnam Valen-Time “Unilever / Clear Shampoo | “Friesland Campina Vietnam - YoMost | Mindshare & Lowe Vietnam” Leo Burnett Vietnam”

Drive On Lead Generation/Direct Response/Conversion “Castrol | Lowe Vietnam”

Cornetto Valentine Dove Selfie Campaign “Unilever - Dove Shampoo | “Cornetto | ClickMedia” Mindshare & Ogilvy Vietnam” Mobile Website YoMost: Turning YoTime into Drive On Valen-Time Samsung Galaxy V: Selfie to Self-V “Castrol | Lowe Vietnam” “Friesland Campina Vietnam - YoMost | Leo “Samsung / Galaxy V | Leo Burnett Vietnam” Burnett Vietnam”

INDUSTRY AWARDS Agency of the Year in Mobile Mindshare Best In Show Samsung Galaxy V: Selfie to Self-V Publisher/Media Company of the Year in Mobile Zalo Marketer of the Year in Mobile Unilever

97 MMA APAC 2014 Yearbook

98 THE SMARTIES™ CHINA 2014 WINNERS MARKETING STRATEGY

Brand Awareness Mobile Website

Coca-Cola & isobar RB & Mconnect Coca-Cola & isobar Coca-cola & Baidu Lyric Coke Durex Pillow Talk mobile media promotion Lyric Coke Coca Cola Mini Me AUPRES & Adchina RB & Mconnect Adidas & Madhouse Start From a KISS: AUPRES’s New Makeup Durex Fashion Customize Lite Game Adidas Originals Volume Pack Unilever & PHD Mobile Campaign Series Launch Campaign

Lead Generation / Direct Response / Conversion Use of Mobile Social Media

Changan Ford & Walkon Coca-Cola & isobar Coca-Cola & Baidu Unilever & PHD Changan Ford digital World CUP Campaign Lyric Coke Coca Cola Mini Me Taikang Life & Tencent Kraft & isobar Benz and Tencent & Kraft & isobar Taikang Insurance “We Care”-Taikang Social OREO Play Together MEC OREO Play Together Campaign Emojis Insurance on Wechat Campaign Emojis Smart BoConcept Sales on Activation Activation Coca-Cola & RenRen WeChat Coco-cola graduation celebration Campaign

Social Impact / Not For Profit Innovation

LVMH & IM2.0 Unilever and AdPeople & PHD Changan For & Sohu Changan Ford FUN Go, China most Mengniu & Baidu 2013 Hennessy Artistry Small Actions, Big Difference FUN job recruit selection activities TSAIC Motor & Adchina Estee Lauder & Adchina The small size of large space Origins -- The journey of Water Resurrection Activation New Oriental & Baidu New Oriental:Letting Dreams Fly

Cross Media Integration eCommerce:

BMW & Mconnect Unilever & AdPeople Benz & Tencent BMW i3 “Born Electric” Campaign Small Actions, Big Difference Burberry & iWeekly Unilever & PHD Burberry Art of the Trench

Mobile APP Performance Driver

Coca-Cola & Baidu Focus & Limei Mengniu & Adwo Coca Cola Mini Me Unilever & AdPeople New Focus, a Series Arousing Small Actions, Big Difference Continuous Super Driving Experience Estee Lauder & Limei Kraft & Tencent Kraft & isobar Estee Lauder’s Promotion Season near Oreo “BE A KID, TO BE WITH OREO Play Together Campaign Emojis P&G & Madhouse Christmas, a Perfect Interaction with YOUR KIDS” Activation Hair care Pantene mobile campaign Mobile Rich Media

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100 MOBILE MAGIC : WHAT IT TAKES TO BE A SMARTIES WINNER Bhomik Chandna Regional Director of Digital Strategy, Millward Brown, Singapore

Mobile as a media channel offers truly exciting • To play a critical role in execution, whether it is opportunities for consumer engagement. A global as an amplifier of consumer response, or direct AdReaction study conducted by Millward Brown response, sharing or even engagement. in early 2014 exploring multi-screen behavior and • In a manner that really play to the unique strength receptivity to advertising, confirmed the growing of mobile. dominance of mobile. The study revealed that overall 3. Novelty has a great impact: 38% of the gold screen time in Asia-Pacific is considerably higher winners used absolute new technology or than the global average (439 vs 417 minutes per innovation to create impact. It is also worth day), the majority of which is driven by mobile (36%). noting that some winners used past ideas in a Also, Millward Brown’s MarketNorms database shows completely different manner to create a great that mobile campaigns outperform online campaigns impact. across most brand KPI’s including awareness, message and purchase intent. 4. Keep the brand at the heart of campaign: While technology has a great role to play, it is the brand In order to better equip marketers to make mobile that needs to be the hero of any story. Winning work for their brands, it is important to understand campaigns used insights to bridge the gap how to use mobile as a vehicle to deliver a holistic between business need and the role of mobile. brand experience. Make the brand the ‘hero’ of the story while the technology or innovation can be a great propeller For this purpose, Millward Brown analysed all the to the impact. Essentially, bring art and science entries (57 in total) for the SMARTIES Awards together for creating a desired impact for the in APAC to understand what separates winning brand. campaigns from the rest. In addition to observing the judges during the evaluation process to understand 5. Synergies work: Utilize the power of integrated qualitatively the nuances of great campaign entries, campaigns - 86% of winners used a multi- we also conducted a quantitative assessment. Here channel strategy. Exposure across different is what we found out about what separates a winner. channels helps reinforce messaging and leads 1. Have a clear end goal in mind - Have clear to incremental impact. It is the media multiplier campaign goals that relate to the brand effect and an instance where 1+1 isgreater than 2 objectives. It is imperative to have goals that are in impact terms. measureable and hence determine the metrics for success. This can very easily play into a For instance, Kia in Australia ran TV ads during the test-and-learn philosophy, which is crucial for sporting event with an integrated mobile app where leveraging such an evolving media. viewers could return a serve from the ads using their handsets, thus increasing the link with both the event 2. Have a meaningfully different role for mobile: and spreading the brand across multiple screens. 80% of the winners had a clear, well-defined role for mobile within an integrated campaign. Conclusion Winning campaigns used the unique strengths Mobile holds the potential of how advertising could of the channel to meet a business objective, be. Being objective and closing the loop between including location, payments or even targeting. strategy and results is a good starting point. The Simply running banner or video ads is not good brand needs to take the center stage. Utilizing the enough. Equally, having a discount coupon unique strengths of the channel can make a winning on mobile instead of online does not make it a campaign. Integrated campaigns help deliver additive differentiating campaign. impact. Lastly, mobile is an ever-evolving media, so It is important that mobile is used: keep experimenting, and make bigger ideas from small scale tests.

101 MMA APAC 2014 Yearbook

1 Campaign Brief Keep the end goal in mind Kan Khajura Teshan is an always-on-mobile entertainment radio channel on which the content is interspersed with HUL communication. Consumers give a missed call to the hotline number and receive a call back which gives the user access to the entertainment stream. HUL used consumer insights to create a win-win situation for both. The callers got access to free entertainment and HUL was able to break out and reach consumers of the winners had a clear objective in rural areas. 70% of increasing sales. Why was the “Kan Khajura Teshan” campaign successful? $ In just five months of the idea coming to life, HUL got more than it set out to – over 8 million subscribers in one region alone. Today, there are 12 million subscribers and the project covers 60% of the non-TV households in these states, thus creating a new media channel in rural India.

2 Campaign Brief Using online branded content to reach, engage and inspire our Make the brand the hero audiences to find their reason to smile, despite the odds. Partnering with Story Camera, China’s leading photo app owned by Tencent, Zhonghua added a first-of-its-kind innovation within the app. Creating ‘SMILE-FIE’ technology that detected the strength of a smile in the selfie, encouraged users to smile more and share their Zhonghua smile photos with their All winners kept their brands at the heart of the friends. campaigns. Why was the “Zhonghua - One Hundred Million Smiles” campaign successful? The campaign re-connected with the younger urban female audiences and delivered Zhonghua’s core promise of helping you discover your smile. By using integrated branded content and mobile, the campaign has helped audiences find their reasons to smile.

3 Campaign Brief Samsung Galaxy V made a big twist on the selfie, which is popular Innovate. Use unique strength amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V” of mobile stands for “video”. A mobile-responsive web app was created for people to make a selfie video by uploading selfie photos or snapping a video and interacting with the letter "V" by typing what "V" is for them.

of gold winners used new innovation Why was the Samsung Galaxy V “Selfie to Self-V” campaign successful? 38% or technology. Galaxy V had a smart way of engaging consumers in a manner that is very relevant to the brand by using letter V as the activities center to drive awareness for the campaign. The brand also tapped into a very good understanding of Vietnamese youth behavior, with taking selfies using mobile devices the focal point of the campaign.

4 Campaign Brief Synergies work! Utilise the The KIA “Game On” campaign evolved from the idea of giving TV viewers the opportunity to feel the speed of an actual tennis serve coming at power of integrated campaigns them – placing them on a virtual tennis court. It needed to deliver a realistic experience, work anytime and anywhere (via TV, via online, via digital outdoor).

of winners in APAC used multi-channel Why was the KIA “Game On” campaign successful? 86% strategy. The campaign took advantage of multi-screening behavior instead of fighting it; you used your phone whilst watching TV, or when online, or even at outdoor events with digital signage. Being able to play anywhere broadened reach and drove massive consumer engagement.

5 Campaign Brief WHAT DIFFERENTIATES WINNING MOBILE CAMPAIGNS? WHAT DIFFERENTIATES WINNING Collaboration : A win-win In the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu Magic Figure, a super app which has more than 100 million active users. strategy Users were invited to create their own MINI-ME using this app to stand a chance of winning a 3D printed MINI ME figurine of themselves.

Winning mobile campaigns leveraged on hot topics / Why was the Coca-Cola “MINI-ME project” campaign successful? The success of the campaign can be attributed to the collaboration with Baidu activities and co-branded with other reputable brands to Magic Figure as it provided Coca-Cola a good platform to share its product identity bring about a win-win situation for all parties involved. to create a much broader brand impact. Furthermore, the campaign has unlocked the potential of 3D technology for the world to see, giving users first hand experience of a 3D printer.

102 1 Campaign Brief Keep the end goal in mind Kan Khajura Teshan is an always-on-mobile entertainment radio channel on which the content is interspersed with HUL communication. Consumers give a missed call to the hotline number and receive a call back which gives the user access to the entertainment stream. HUL used consumer insights to create a win-win situation for both. The callers got access to free entertainment and HUL was able to break out and reach consumers of the winners had a clear objective in rural areas. 70% of increasing sales. Why was the “Kan Khajura Teshan” campaign successful? $ In just five months of the idea coming to life, HUL got more than it set out to – over 8 million subscribers in one region alone. Today, there are 12 million subscribers and the project covers 60% of the non-TV households in these states, thus creating a new media channel in rural India.

2 Campaign Brief Using online branded content to reach, engage and inspire our Make the brand the hero audiences to find their reason to smile, despite the odds. Partnering with Story Camera, China’s leading photo app owned by Tencent, Zhonghua added a first-of-its-kind innovation within the app. Creating ‘SMILE-FIE’ technology that detected the strength of a smile in the selfie, encouraged users to smile more and share their Zhonghua smile photos with their All winners kept their brands at the heart of the friends. campaigns. Why was the “Zhonghua - One Hundred Million Smiles” campaign successful? The campaign re-connected with the younger urban female audiences and delivered Zhonghua’s core promise of helping you discover your smile. By using integrated branded content and mobile, the campaign has helped audiences find their reasons to smile.

3 Campaign Brief Samsung Galaxy V made a big twist on the selfie, which is popular Innovate. Use unique strength amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V” of mobile stands for “video”. A mobile-responsive web app was created for people to make a selfie video by uploading selfie photos or snapping a video and interacting with the letter "V" by typing what "V" is for them.

of gold winners used new innovation Why was the Samsung Galaxy V “Selfie to Self-V” campaign successful? 38% or technology. Galaxy V had a smart way of engaging consumers in a manner that is very relevant to the brand by using letter V as the activities center to drive awareness for the campaign. The brand also tapped into a very good understanding of Vietnamese youth behavior, with taking selfies using mobile devices the focal point of the campaign.

4 Campaign Brief Synergies work! Utilise the The KIA “Game On” campaign evolved from the idea of giving TV viewers the opportunity to feel the speed of an actual tennis serve coming at power of integrated campaigns them – placing them on a virtual tennis court. It needed to deliver a realistic experience, work anytime and anywhere (via TV, via online, via digital outdoor).

of winners in APAC used multi-channel Why was the KIA “Game On” campaign successful? 86% strategy. The campaign took advantage of multi-screening behavior instead of fighting it; you used your phone whilst watching TV, or when online, or even at outdoor events with digital signage. Being able to play anywhere broadened reach and drove massive consumer engagement.

5 Campaign Brief WHAT DIFFERENTIATES WINNING MOBILE CAMPAIGNS? WHAT DIFFERENTIATES WINNING Collaboration : A win-win In the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu Magic Figure, a super app which has more than 100 million active users. strategy Users were invited to create their own MINI-ME using this app to stand a chance of winning a 3D printed MINI ME figurine of themselves.

Winning mobile campaigns leveraged on hot topics / Why was the Coca-Cola “MINI-ME project” campaign successful? The success of the campaign can be attributed to the collaboration with Baidu activities and co-branded with other reputable brands to Magic Figure as it provided Coca-Cola a good platform to share its product identity bring about a win-win situation for all parties involved. to create a much broader brand impact. Furthermore, the campaign has unlocked the potential of 3D technology for the world to see, giving users first hand experience of a 3D printer.

103 PART 6

DATA POINTS

MMA APAC 2014 Yearbook Data Sets: Mobile Media in the Asia-Pacific In this section, we let the numbers speak for innovate and evolve with new kinds of media and themselves, with tables and figures sourced from creative formats. the ITU, GSMA, Ericsson, eConsultancy and other organisations. The Asia-Pacific leads the world in Mobile is a moving target, as these figures show. As we terms of mobile subscribers, with a wide range of evolve from the early stages of 3G mobile broadband network diffusion. Mobile telecommunications has to ubiquitous broadband, the possibilities had a significant impact on GDP, and transforms afforded by mobile media are indeed limitless. From sectors ranging from health and education to media shopping and socialising to entertainment and and government. education, mobile devices are increasingly becoming a key ecosystem of consumer choice, particularly for However, significant gaps and divides also exist the next generation of ‘digital natives.’ between and within individual Asia-Pacific countries, especially with regard to mobile broadband. Network The transition to smart cities, smart business and readiness for organisations across the region shows smart marketing will be accompanied by wrenching wide diversity, along with propensity to adapt, transformations and culture change. Are you ready for the mobile shift?

Table 1: Asia-Pacific Mobile Subscribers & Population (source: GSMA)

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Table2: Key Global Telecom Indicators for the World Telecommunication Service Sector in 2014 (source: ITU)

Global Developed Developing Africa Arab states Asia-Pacific CIS Europe Americas Mobile cellular subscriptions (millions) 6,915m 1,515m 5,400m 629m 410m 3,604m 397m 780m 1,059m Per 100 people 95.50% 120.80% 90.20% 69.30% 109.90% 89.20% 140.60% 124.70% 108.50% Fixed telephone lines (millions) 1,147m 511m 636m 12m 33m 512m 70m 245m 256m Per 100 people 15.80% 40.80% 10.60% 1.30% 8.70% 12.70% 24.90% 39.20% 26.30% Active mobile broadband subscriptions (millions) 2,315m 1,050m 1,265m 172m 92m 920m 138m 399m 577m Per 100 people 32.00% 83.70% 21.10% 19.00% 24.60% 22.80% 48.90% 63.80% 59.10% Mobile broadband growth 2013-14 N/A 11.50% 26% 43% 19% 21% 15% 12% 16% Fixed broadband subscriptions (millions) 711m 345m 366m 3m 12m 313m 40m 173m 163m per 100 people 9.80% 27.50% 6.10% 0.40% 3.10% 7.70% 14.30% 27.70% 16.70%

Table 3: Internet users by country: Asia-Pacific (source: Internet Live Stats www.InternetLiveStats.com)

Internet One year One year Population One year Percent- Country’s Country’s users growth (%) growth growth age of share of share of (users) (popula- people world’s world inter- tion) with population net users internet access China 641,601,070 4% 24,021,070 1,393,783,836 0.59% 46.03% 19.24% 21.97% India 243,198,922 14% 29,859,598 1,267,401,849 1.22% 19.19% 17.50% 8.33% Japan 109,252,912 8% 7,668,535 126,999,808 -0.11% 86.03% 1.75% 3.74% South Korea 45,314,248 8% 3,440,213 49,512,026 0.51% 91.52% 0.68% 1.55% Indonesia 42,258,824 9% 3,468,057 252,812,245 1.18% 16.72% 3.49% 1.45% Vietnam 39,772,424 9% 3,180,007 92,547,959 0.95% 42.97% 1.28% 1.36% Philippines 39,470,845 10% 3,435,654 100,096,496 1.73% 39.43% 1.38% 1.35% Australia 21,176,595 9% 1,748,054 23,630,169 1.23% 89.62% 0.33% 0.73% Pakistan 20,073,929 9% 1,731,250 185,132,926 1.64% 10.84% 2.56% 0.69% Thailand 19,386,154 8% 1,438,018 67,222,972 0.32% 28.84% 0.93% 0.66% Bangladesh 10,867,567 9% 896,332 158,512,570 1.22% 6.86% 2.19% 0.37% Singapore 4,453,859 10% 396,302 5,517,102 1.95% 80.73% 0.08% 0.15% Sri Lanka 4,267,507 9% 335,915 21,445,775 0.81% 19.90% 0.30% 0.15% New Zealand 4,162,209 9% 85,828 4,551,349 1.01% 91.45% 0.06% 0.14% Nepal 3,411,948 9% 279,504 28,120,740 1.16% 12.13% 0.39% 0.12% Malaysia 675,074 9% 57,875 30,187,896 1.58% 2.24% 0.42% 0.02% Myanmar 624,991 9% 49,496 53,718,958 0.86% 1.16% 0.74% 0.02% Brunei 277,589 9% 23,078 423,205 1.30% 65.59% 0.01% 0.01% Bhutan 211,896 9% 18,079 765,552 1.54% 27.68% 0.01% 0.01%

106 Table 4: Worldwide mobile subscriptions and network types (source: Fig.4: Internet and mobile penetrations in Asia-Pacific as compared to Ericsson) other regions (source: GSMA)

Fig. 1: Asia-Pacific SIMs, Connection Types and Broadband Penetration (source: GSMA)

Fig. 5: Economic impact of mobile sector in Asia-Pacific (source: GSMA)

Fig. 2: Asia-Pacific growth rates (CAGR) in comparison to other regions (source: GSMA)

Fig. 6: GDP Contribution of mobile communications to Asia-Pacific region (source: GSMA) Fig.3: Technology evolution: Asia-Pacific penetration of , 3G and 4G networks (source: GSMA)

107 MMA APAC 2014 Yearbook

Fig. 7: Telecom evolution in Asia-Pacific: fixed line, mobile, Internet Mobile User Behaviour: (source: ITU) Top Uses of Mobile (percentage of users) Source: Nielsen Smartphone Insights 2014

Thailand Communication - SMS/Messaging App 100 Applications - Productivity 91 Browsing - Download 82 Communication - Connectivity 73 Entertainment - Multi-media (NET) 67

Malaysia Communication - SMS/Messaging App 99 Browsing - Download 95 Entertainment - Multi-media (NET) 93 Applications - Productivity 92 Communication - Connectivity 89

Fig.8: Mobile, Internet and broadband user growth in Asia-Pacific (source: ITU) Philippines Applications - Productivity 92 Communication - SMS/Messaging App 89 Communication - Connectivity 83 Entertainment - Multi-media (NET) 83 Browsing - Download 73

Indonesia Communication - SMS/Messaging App 98 Applications - Productivity 76 Browsing - Download 70 Communication - Connectivity 64 Entertainment - Multi-media (NET) 63

Fig. 9: Mobile channels and technologies: current versus planned use

108 ONLINE SHOPPING SURVEY: 2014 Introduction Country Ad Banners Served (end June) In a joint survey, the Mobile Marketing Association Sri Lanka 192,899,602 (MMA) looked at online shopping behavior among Thailand 614,703,054 mobile users. The survey was conducted in April United 582,888,482 and May 2014 amongst 3590 respondents from 26 Kingdom countries (of which 1920 were in the Asia Pacific United States 846,051,112 region). The survey attempts to investigate the Vietnam 351,659,261 progress of online shopping as more consumers access the Internet with mobiles. Global Audience Highlights Methodology 1. Online commerce continues to grow; more peo- The survey consisted of multiple-choice questions ple are now shopping online (67%) compared to to cater to the media channel of choice, the mobile last year. Internet. In many cases, respondents were asked 2. By mid-2014 the proportion of users who do not questions offering multiple selections of multiple shop online has dropped significantly (from 41% choices. The survey covered countries across The in 2013) to 33%. Americas, Asia, Africa and Western Europe. Particular focus was placed on the Asia Pacific region and benchmark markets for comparisons, where relevant, Fig. 2: Shopping Habits against previous studies.

Fig. 1: Ad banners served

Country Ad Banners Served (end June) Argentina 174,769,443 Bangladesh 688,392,253 Brazil 272,207,963 China 221,774,935 Colombia 90,076,506 France 85,654,793 3. Overall, a steady growth in online shopping was Ghana 127,744,223 observed across all market segments. Guatemala 32,577,268 4. Electronics (23%), Books (17%) and Clothing India 7,612,769,618 (19%) lead the growth path as the most preferred Indonesia 5,103,393,829 online shopping destinations. Kenya 429,479,677 Fig.3 : Shopping items Malaysia 678,143,679 Mexico 140,108,308 Nigeria 1,241,032,709 Pakistan 903,397,766 Philippines 158,910,674 Portugal 5,437,275 Russia 98,682,774 Singapore 118,226,007 South Africa 1,461,873,495 Spain 45,334,234

109 MMA APAC 2014 Yearbook

5. This is again reflected in the consumers’ most Fig. 6: Mobile shopping preferences recent online purchases. 6. Interestingly, “Others” has shown a consider- able growth from 9% to 15% in 2014, suggest- ing the presence of a larger variety of online stores.

Fig.4: Shopping destinations

11. A similar trend is seen across Asia Pacific (APAC) markets where a marginally high- er proportion of surfers (71%) shop online. In APAC markets 32% now shop with their mo- biles compared to 21% with their PC’s 12. Growth in mobile shopping is expected in APAC markets too, as 30% would at least con- sider using mobiles for their shopping. 13. 26% of mobile surfers are not likely to shop on The Role of Mobile mobile. Among this group, 7. 18% of surfers only browse products online, 14. a third (33%) prefer the experience of shop- demonstrating again that the mobile web ping in-store and drives in-store shopping. 15. Another third (32%) do not have a debit/ cred- 8. The mobile shopper arrives more informed it card for online transactions. This presents and probably close to making a decision to an opportunity for alternate payment systems buy with 24% arriving at stores having already based on mobile money. checked availability and prices online! • Security concerns (19%) and unreliable 9. The mobile web continues to drive users to connections (14%) remain significant hurdles making informed decisions about their pur- in online shopping. chase via product information, reviews, and • Interestingly, about 7% of users are not comparison-shopping while in-store. likely to shop using their mobile device as they prefer using their PC/ Laptop. • (Similar proportions are reflected across Fig.5: Shopping activities in the previous month markets in the Asia Pacific region too).

Fig.7: Mobile shopping obstacles

10. Mobile commerce has seen explosive growth across almost all the 26 countries that were covered in this survey. More users are now shopping online with their mobiles (28%) as 16. With few market exceptions, mobile is now at compared to their PCs (20%). This is expect- least on par with the PC. The BRIICS countries ed to grow even higher as 31% are considering (Brazil, Russia, India, Indonesia, China, and shopping with their mobiles. South Africa) typify what is seen in many other markets – relatively high PC shopping that is often matched with mobile usage.

110 17. The PC, where it still leads, may soon be overtak- Fig.10: Comparison between PC and mobile-based shopping (iii) en. Case in point is China. During its 11.11 shop- ping festival in 2013, Alibaba (China) revealed that about 21% of orders were being placed via mobile devices - up from a 5% the year before. 18. In this study, we find at least 33% of Chinese us- ers ‘will consider shopping with mobile’.

Fig.8: Comparison between PC and mobile-based shopping (i)

The Shopping Experience 19. Not surprisingly, online channels play a vital role in the decision making process for a large pro- portion of buyers. 20. Half (48%) transact online and another 18% browse using online channels as a research tool. 21. There is a steady and significant decline (from • Overall, in 9 out of the 26 countries surveyed, 41% in 2013 to 33% in 2014) among those who do mobile is the dominant shopping channel with not shop online. at least 15-percentage point lead over PCs. 22. The mobile empowered consumer is highly in- formed and is close to a purchasing decision by the time he/she arrives at a shop. Fig. 9: Comparison between PC and mobile-based shopping (ii) • High street shops that are most likely to fail are those who do not recognise the connected consumer who, • Checked availability and prices before buying at the stores (24%). • Remained connected while they shop, • Checking prices to get better prices elsewhere (20%) • Checking product reviews (16%) • Seeking advice from friends & family (19%) • These consumers can get info from their phone faster than a shop assistant (22%) and feel better connected to product information than shop assistants (15%). • The informed consumer also has higher expectations and this survey reveals a higher incidence of abandoned shopping compared • In just as many markets there is no clear to last year. preference, although usage of both channels is relatively high. These markets suggest that usage is not exclusive and may depend on the context in which devices are accessed.

111 MMA APAC 2014 Yearbook

Fig. 11: Mobile Shopping Experience their mobiles. 8. Consumers are more likely to arrive at a shop with a clear picture of what they want. In fact, up to a quarter of consumers (24%) checked avail- ability and prices before buying at the stores. 9. The mobile web continues to drive users in mak- ing informed decisions about their purchases in- cluding product information, reviews, and com- parison-shopping. These activities continue well into their in-store journey. 10. Notably, their contact with sales personnel is minimal (and unfortunately unproductive).

Fig. 12: Mobile Shopping Activities and Experiences

• 21% could not get more information, • 22% found a better deal online, • 24% did not like the selections and • 27% felt the items they wanted were not available or discounted.

23. Fewer this year are engaging sales assistants for help and it is little surprise that fewer are making it to checkout queues to even complain about it or delivery times.

CONCLUSIONS / 11. This creates high expectations among consum- ers and many more now leave without making RECOMMENDATIONS purchases. 12. This makes it important for brands to maintain 1. More people (67%) are now shopping online their message in online channels so as to influ- compared to last year (59%). Across 11 markets in ence the decision making process. the Asia-Pacific region the proportion of online 13. The starting point for marketers, under the shoppers has increased to 71%. changing scenario, is to get the digital platform 2. By mid-2014 the proportion of users who do not right, along with the content which not only al- shop online has dropped significantly (from 41% lows the customer to choose product options in 2013) to 33%. online but presents detailed information on pric- 3. Not all transact online, as18% only browse prod- ing, features etc. ucts online as part of their in-store shopping 14. Merely driving traffic to these platforms is of little exercise. Clearly mobile web browsing drives in- use if not optimized for user’s device – PC and store shopping. Mobile (Smartphones, feature phones and tab- 4. But online transactions do occur. Among mobile lets). users, 28% shop with their mobiles and 20% shop with their PCs. Another 31% will consider shop- ping with their mobiles. 5. This suggests that mobile is now at least on par with PC channels. 6. In some countries, mobile is the dominant shopping channel. These are noticeably in the Asia-Pacific region with Malaysia (where 42% of online shopping is on mobile), Sri Lanka (39%), Philippines (35%), India (32%) and Indonesia (28%) among them. 7. In markets like Bangladesh, Singapore, South Africa and Russia, where more than 50% shop online, just as many shop with their PCs as with

112 To discuss about membership and how you can play an active role in the MMA locally, contact the appropriate MMA staff in your region.

Asia Pacific (APAC) Jasveen Kaur - Senior Regional Membership and Marketing Manager, APAC [email protected]

Ammita Mistry - Consultant - Strategic Projects [email protected]

China Amanda Guan - Membership Manager [email protected]

Maggie Qin - Marketing Manager [email protected]

Vietnam

Tam Phan Bich, Country Manager, MMA Vietnam [email protected]

LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam [email protected] Asia-Pacific Yearbook 2014

The MMA Asia-Pacific Yearbook 2014: A treasure-trove of insights into mobile marketing! This second annual Yearbook of the Mobile Marketing Association Asia-Pacific takes you from a ‘30,000 foot’ overview of global trends right into the trenches of mobile marketing campaigns in each country. people 25 thought-provoking articles and case studies, 2200country snapshots from across the region, profiles of the MMA leadership24 offices and membership, and comprehensive data sets -- this Yearbook has it all! 17 markets What are the hot new trends in mobile media for marketers? How to tap the vast diversity of the region’s cultures and languages? What works best for inclusive and targeted marketing? How can creatives and campaigners stay at the cutting edge of understanding the mobile consumer? This Yearbook helps you tackle the opportunities and challenges in the most dynamic medium of the world’s most vibrant marketplace!

The premier global non-profit trade association representing all players in the mobile marketing value chain www.mmaglobal.com