Navigating the Next Tech Tornado CREDITS

Rohit Dadwal, Managing Director, MMA Asia Pacific

Ammita M, Consultant, Strategic Projects, MMA Asia Pacific

Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific

Madanmohan Rao, Yearbook Editor

Yen Le Ngoc, Content Manager

Tam Phan Bich, Country Manager, Vietnam, MMA Asia Pacific Limited

Doan Nguyen Ngoc, Marketing Manager, MMA, Vietnam

Ivy Ho, Country Manager, MMA, China

Alison Tam, Marketing Manager, MMA, China

First published 2018 Copyright © 2018 Mobile Marketing Association Published by Mobile Marketing Association APAC Headquarters E-mail: [email protected] Website: www.mmaglobal.com All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior written permission of the publishers. Designed and produced by Reality Premedia Services Pvt. Ltd.

CONTENTS

FOREWORD 6 Case Study: lessons in Mobile Marketing from WELCOME LETTER 7 Vietnam’s Most Intense Advertising Battle of the Year EXECUTIVE SUMMARY 10 by Alan Cerutti, Co-founder & CEO, Happiness Saigon Part I: The year that was – Recap and Review and Viet Vo, Marketing Manager, Suntory Pepsico Vietnam 31 The Emotional Power of Music, Audio and Voice for Brands Part II: Decoding the tech upheaval by Vinodh Bhat Co-founder and President, Saavn 14 AI and Mobile Marketing: How AI Is Changing the Game for The Great Unbundling of TV and Video Mobile Marketing by Sameer Pitalwalla by Sapna Chadha CEO & Co-Founder, Culture Machine 19 Director of Marketing, Southeast Asia & India 34

Messaging as a Marketing Platform How to Provide Valuable Mobile Marketing Solutions by Amrit Thomas in the Post-mobile Internet Era CMO, Diageo 21 by Dolphin Xu Sales Head of UC Ads, Alibaba Mobile Business Group 37 Beyond Content: Financial Inclusion via Mobile by Mia Melinda VP, Telkomsel Data Insight 24 Audio Advertising: Finding the Proverbial Needle in the Haystack by Joanna Wong Digital Transformation: The Next Generation Head of Business Marketing, Spotify, APAC 40 by Richa Goswami Asia Pacific Head of Digital, Johnson & Johnson 26 Humanising e-Payment in Indonesia by Matthew Talbot The Continued Rise of Mobile Video CEO, BBM 42 by Jayesh Easwaramony SVP & MD - Asia Pacific, Middle East and Africa, InMobi 28

4 The ‘Smart’ Playground: Why Mobile Gaming has The Fall of the Walled Gardens? become the No.1 Driver of Consumer Engagement in The Disruptive Rise of Blockchain in Marketing India and other SEA countries by Kimble Ngo by Rohit Sharma Advisor, AmBlockchain 59 CEO and Founder, POKKT 45 Building Trustworthy Brands Part III: From sense-making to strategy in a Mobile Centric World by D.Shivakumar Group Executive President, Aditya Birla Group 62 Business Agility through the AI Prism by Vikram Rao CEO, Crayon Data 48 How to Combat Ad Blocking through Creativity by Graham Kelly Founder, Originate 64 Marketing in the Age of Disruption by Nguyen Anh Tuan Managing Director, Adtima – Zalo Group 51 Part IV: Board of Directors 67

Mobile First or Mobile Only: “That is the question” Part V: Membership 73 by Joe Nguyen Senior Vice President, Asia Pacific, comScore, Inc. 53 Part VI: Smarties 77

Mobile Coupons: Redefining Customer Loyalty Asia-Pacific 78 by Bill Scott India 82 SVP International, Vibes 54 Indonesia 84 Vietnam 86 China 88 Passion on Steroids: Building Brands by Leveraging the Power of Stories and Engaged Audiences Part VII: Data Points by Ajit Mohan Founding CEO, HotStar 56 Data: Mobile Media in the Asia-Pacific 92

5 FOREWORD

2017 has been a remarkable year for our outreach and efforts in 2017, and All of us at the MMA will continue the mobile marketing industry – from there is no slowing down for us as we to remain friend, advisor, business the development of new technology push forward into 2018. This year has partner and confidante to our vast and and innovations, to striving towards so much more in store for us – from growing membership. We look forward clearer measurement standards. New our launch of the mobile marketing to having you onboard with us again possibilities have emerged, pushing industry’s first Business Impact Index, this year, as we continue pushing the the industry to heights we’ve never to empowering CMOs to drive stronger boundaries of the mobile industry seen before. As one of the most marketing performance through our together! powerful marketing trade groups today, Marketing Organization Structure the Mobile Marketing Association has Think Tank. consistently been at the forefront of these developments. We focus on inspiring the industry to think big with mobile and will continue Our continued efforts in Asia Pacific building capabilities across the whole over the past year have led the way mobile ecosystem in Asia Pacific in accelerating the transformation of through our diverse initiatives. There mobile marketing and driving business is no better time than now to be a growth through stronger consumer mobile marketer in Asia Pacific as engagement – from defining viewability we’re leading the pack as the fastest and setting the standard; advancing growing region in the world for mobile the multi-touch attribution agenda advertising spend. We believe this through our Marketing Attribution momentum will only continue to grow, Think Tank; going beyond theory to with the digital divide across the region enhance marketing effectiveness with rapidly narrowing. our Smart Mobile Cross-Marketing Studies; encouraging conversations We’re excited to walk you through and exchange of ideas through our our key achievements in 2017 and Forums; and celebrating outstanding the developments we have lined up mobile campaigns with our case study this year through our Yearbook, while Greg Stuart hub and SMARTIES Awards. mapping out the progress and outlook for the mobile marketing industry in Chief Executive Officer All these have been at the heart of Asia Pacific. Mobile Marketing Association

6 WELCOME LETTER

Mobile Momentum: transformed through every touchpoint of consumer interaction, and when Agenda for the conversation happens between Transformation consumers it is brands who have to find a creative way to retain their It’s hard to believe how we used to live, relevance and positioning in this work and play in the pre-internet and social media space. Irrespective of pre-mobile era. Mobile has truly become the platform wars between the tech embedded in our daily routines, and giants, marketers are finding ways to marketers have ramped up their mobile transcend this difference and deliver savviness over the years - but the best, consistent brand experiences to their as they say, is yet to come. stakeholders. Mobile continues to be the ultimate Consumers are spoilt for choice, petridish for all kinds of domains ranging and continue to raise the bar in from productivity and entertainment terms of what they expect in quality, to marketing and socialisation. Many performance, and personalisation. It market segments in Asia are not just is also fair for the industry to expect mobile first, but mobile only. Whether ethical practices and cooperation from always connected to the inetrnet or not, their consumers - the mantra of the mobile dominates our digital activities. new era, after all, is co-creation. 2018 promises to be an even more Marketers are eliminating information eventful year for mobile marketing asymmetry and transactional friction thanks to the rise of AI and ML, with through mobile. New ideas continue to VR and AR slated for bigger growth be tested, and some older frameworks next year. With opportunity comes are still surprisingly relevant. Marketing challenge, and the cycle of innovation is increasingly becoming part of a continues. Mobile is shaping our view company’s strategic direction, and of the world, and ‘smart mobile’ is cross-cutting research is the need assisting how we manage this world. of the hour to inform all business functions and keep them aligned But with great power comes great through the journey of tech turbulence. corporate social responsibility, and marketers with access to unprecedented We will expect to see more tipping data also need to respect user and points or inflection points as the regulator needs for privacy, security, mobile momentum upends everything accountability and transparency. We from business models to budget will see more momentum and industry allocations. Mobile is moving from agreements emerging in this space in a ubiquitous environment to an the coming years. ambient environment, and calls for new approaches to sense-making and As distinctions between online and impulsive behaviours. offline continue to blur in terms of customer engagement modes, we will Technical issues like latency and refresh see new kinds of creativity and hybrid times will continue to key factors in models emerge, as the thought leaders mobile design, but the interface modes in this edition of the MMA Yearbook are being transformed via innovations show. Each engagement mode opens like voice interaction. The time is ripe for up kinds of measures and metrics, unlearning and revisiting entire schools and marketers will be hard-pressed of service design. Traditional push and to connect outputs to outcomes and pull models of engagement need to be show the most promising avenues of augmented with personalisation and mobile marketing. privacy. Brands are being experiences and App proliferation continues unabated, but it also leads to overload and

7 saturation for consumers, making areas of focus: Data Quality, Analytic discovery and engagement harder than Validity, Business Outcomes, and ever for marketers. This continues to Solution Completeness. Our Member open up new avenues for everything Only Working Groups are currently from messaging and gaming to videos focusing on the first of these - Data and infotainment, introducing new Quality. kinds of qualitative and quantitative frameworks for measurement. In addition to this annual Yearbook, MMA’s other earlier reports include To build regional capacity in data the Global Mobile Trends Report (in quality and metrics, MMA has launched partnership with Kantar Millward a number of progressive initiatives Brown) and The Mobile Marketing for its members. For example, the Playbook (in partnership with adidas). Marketing Attribution Thinktank Other country-specific reports were (MATT) was formed to rethink launched on Mobile Ecosystem and the world of marketing attribution Sizing (Vietnam) and Smartphone and provide better measurements, Usage and Behaviour (India). tools, and confidence in connecting marketing to business outcomes. In sum, expect more engagement, Its programmes include Multi-Touch experimentation, and excitement on Attribution (MTA), the science of using the mobile front this year! MMA will Rohit Dadwal advanced analytics, on user level data. continue to deliver compelling insights to its members through its publications, Managing Director, For example, our research has events and community forums. Let this Mobile Marketing Association APAC identified 12 Elements of “Good” MTA, Yearbook show you how! which we have grouped into four main

8 AD EXECUTIVE SUMMARY

by Madanmohan Rao Part I: The year that was – The vast amount of data on subscriber Recap and Review consumption patterns by telcos opens up new opportunities to harvest With 20 insightful chapters on mobile Digital audio has become an ‘earbud analytics based on these patterns, marketing, the 2017 Yearbook of the moment’ for marketers to talk to their observes Mia Melinda, VP, Telkomsel MMA presents a treasure-trove of audience in an organic and seamless Data Insight. Its new product, Credit experience and expertise from across way, explains Vinodh Bhat, Co-founder Insight, is being used by financial the Asia-Pacific. The Yearbook also and President, Saavn. Music has the institutions to assess credit worthiness showcases the winners from the power to make a brand bigger than of potential banking customers. flagship MMA events and Smarties just words, hitting the emotional This embraces unbanked individuals awards (in Asia Pacific, China, India, nerve for the earbud generation. On- without a history of borrowing, Indonesia and Vietnam), and provides demand audio streaming has now and eventually increases financial useful data snapshots of mobile passed all other ownership formats. inclusion. Overall benefits in addition growth and diffusion patterns in the A number of campaigns and research to mobile marketing opportunities for region. reports show how carefully designed banks include increased prosperity and The 2017 Yearbook profiles the Board advertising campaigns delivered reduced income equality. of Directors who have taken on the via music channels increase brand In addition to comprehensive market new roles in spearheading the mobile recognition, association and intent to research reports, useful qualitative marketing industry in our part of the buy. Music is a repeat use medium and insights on digital behaviours can be world. This chapter ties together the an indispensable part of peoples’ lives gleaned from observing friends and various threads and trends addressed – and the next frontier is interactive family, according to Richa Goswami, in the individual chapters of the voice powered by AI. Asia Pacific Head of Digital, Johnson & Yearbook, and provides an overview The hegemony of television as Johnson. Teenagers are documenting, of where we are as a regional industry. we know it, will continue to face validating and annotating every The rise of digital audio, mobile video, downward pressure as advertising and experience and decision on mobile streaming services, mobile gaming, subscription revenues get unbundled social media. Every brand needs messaging as a platform, and mobile from video, explains Sameer Pitalwalla, to understand how to tap into data coupons are some of the notable CEO & Co-Founder, Culture Machine. nuances via open source tools to trends of 2017; machine learning and Millennials are already leaving customise the perfect experience blockchain are other movements to traditional TV channels and migrating for their consumers. Traditional one- watch. Mobile payment is closing the to digital content that is uninhibited by way methods of targeting have to be loop opened up by mobile marketing, distribution and driven by communities. replaced by interactive and immersive and new opportunities arise for Managing scale as a modern day media engagement, both online and offline. marketers of financial inclusion network, creative agency or advertiser In terms of advertising share, digital services, thanks to high quality requires a new technology framework overtook TV in the US in 2016, and this mobile behaviour data. In addition to for the ever changing landscape. Ads will soon become a reality in Asia as quantitative reports, savvy marketers will need to speak to communities, and well, explains Jayesh Easwaramony, should also tune in to personal be seamlessly woven into the fabric of SVP & MD - Asia Pacific, Middle East insights from observations of people the story. and Africa, InMobi. Mobile video around them, and sharpen their skills Messaging has evolved into a platform emerged last year as the undisputed in bringing storytelling to life. for delivering personal and purposeful hero format, with APAC leading the Quick-learning AI algorithms can stories. Messaging as a Platform (MaaP) way. Third-party ratified, non-duopoly constantly monitor and track real- is this evolution of mobile messaging video is becoming a very viable time consumer updates, and help that significantly improves the way option, particularly in mobile apps, enterprises be on top of their game. people and business communicate thanks also to split-screen carousel New metrics are emerging to track with each other, explains Amrit Thomas, video, 3D-augmented video, and impacts of digital marketing, such CMO, Diageo. MaaP combines the programmatic precision for moment- as duration of engagement time for features of advanced messaging with based marketing. streaming content. But the digital standardised interfaces to chatbots and In a superb case study from Vietnam, world is also fraught with risks of plugins. This creates a richer experience Alan Cerutti, Co-founder and CEO, bad content and even fake news – for consumers and allows business Happiness Saigon, and Viet Vo, thus calling for more commitment of to personalise messages, enrich the Marketing Manager, Suntory Pepsico creativity and trust while promoting shopping experience, and automate the Vietnam, show that effective mobile brands online. experience.

10 marketing is not just about storytelling with digital advertising platforms Adtima – Zalo Group. Drawing on but “story-doing.” The Tet festival was and you get new and exciting ways examples from Vietnam, he shows that the backdrop for the use of mobiles to to connect marketing activities with execution is the new strategy - quickly spur dragon dance competitions via actual purchases, both online and off, responding to trends, staying abreast of a Pepsi micro-site and ad campaign. argues Matthew Talbot, CEO of BBM. the news, encouraging broad and deep Cultural connections were reinforced, Mobile wallet apps, for example, can customer engagement via mobile, and while also powering the brand in an help marketers personalise the in-store being able to nimbly change tactics. important holiday season. Mobile is shopping experience with location- seen as the right choice for digital aware loyalty programs. Messaging An important question for marketers marketing, especially for youth. is expanding from marketing to to answer is whether to go Mobile actual payments and shopping. First or Mobile Only, explains Joe Mobile marketing is the effective and Nguyen, Senior Vice President, Asia Part II: Decoding the tech Pacific, comScore, Inc. There is no upheaval convenient gateway to omni-channel commerce. simple answer as this is dependent Machine learning is set to drive the next on the market, on the product, on the revolution, and what was once the stuff Mobile gaming has become the No.1 campaign strategy, and on the budget. of science fiction is now becoming a driver of consumer engagement in India There are usually potential non- reality, explains Sapna Chadha, Director and other SEA countries, according customer segments that can be tapped of Marketing, Southeast Asia & India, to Rohit Sharma, CEO, POKKT. Mobile in many instances via other channels. Google. The expectations for relevant, gaming has unanimously captured But Mobile is now an essential part personalised, and assistive experiences consumer imagination, along with their of any media strategy and should be will continue to skyrocket, and marketers thumbs and eyeballs. Case studies in every media plan. Mobile has been must use AI to insightfully scale in India and other markets show how shown to be the ideal platform for messages and experiences across all mobile gaming is the ideal space for activation, and that is a main KPI for devices at all moments. A range of case brands to build a user base, with higher any campaign. studies are already showing the way to engagement and immersion than other media types. The segment is ripe for Mobile coupons have the potential systematically leverage AI for mobile to redefine customer loyalty in the marketing. further enhancements thanks to the rise of AR and VR. Asia-Pacific, according to Bill Scott, Mobile marketing has evolved far SVP International, Vibes. They can no longer be simply throwing out identical beyond the early days of app downloads Part III: From sense-making to and installations, explains Dolphin Xu, coupons and offers to all customers. Sales Head of UC Ads, Alibaba Mobile strategy Leveraging rich customer data and Business Group. New metrics track AI has moved out of the screenplay and tools like mobile marketing, brands can the open rate, registration, purchase into the real word, observes Vikram now customise the offers they present conversion, and even second-time Rao, CEO, Crayon Data. Each day, more to individual consumers. Mobile purchase. Digital marketing is required and more industries are turning to AI coupons have very nearly obliterated to be featured with pan-entertainment, for fresh solutions. Consumers today paper coupons in many markets. Paying socialisation and betting on content are looking for more relevant and attention to customers individually creation. An interesting trend to watch personalized products and services raises the potential to maximise is the rise of internet content and than ever before, thus increasing customer loyalty exponentially. marketing giants in markets like China the importance and impact of AI in In a world that does not fear data and the US. activities like marketing. Amazon, charges, video is very often the first port Netflix, Google and IBM are showing of call for new data users, observes In the advertising world, 2017 can what is possible with AI. Crayon Daya be seen as a transitional year for Ajit Mohan, founding CEO, HotStar. has also developed a map of lifestyle Streaming platforms that focus on publishers and platforms, particularly TM tastes called TasteGraph , that can be high-quality long-form content are away from print and television, used by enterprises to create personal according to Joanna Wong, Head of giving users complete control on when, digital storefronts. Quick-learning where and how to watch the stories Business Marketing, Spotify, APAC. algorithms can constantly monitor The unique ability of micro-moments they are really passionate about. This and track real-time updates, and help world that marries the best of classic to flex to consumers’ needs makes enterprises be on top of their game. audio marketing especially powerful, television and the new precision mobile as brands reach their audience when An inter-connected world offers presents marketers with exciting new they’re most engaged. Music streaming many opportunities for brands, but vistas. They can flip the usual model allows brands to connect to consumers also challenges in terms of relevant of reduced engagement and scattered beyond device-specific cookie-based storytelling in ad campaigns. Effective attention, and integrate the marketing ads, and develop deeper synergies. strategy needs a grasp of consumer funnel. behaviour, creative minds, and Mobile payment closes one crucial The ‘walled gardens’ of media sectors innovation to craft digital products for are falling thanks to the disruptive rise part of the loop opened up by mobile an omni-channel experience, explains marketing. Combine e-payments of blockchain in marketing, argues Nguyen Anh Tuan, Managing Director, Kimble Ngo, Advisor, AmBlockchain.

11 The big winners will be advertisers fast-changing digital world. innovation, knowledge management and consumers, and those who stand and culture. He is research director to lose the most are the exchanges In a world of technology disruption and at YourStory Media, and has spoken and intermediaries who cannot add information overload, creativity plays at conferences in over 90 countries new value. Transactions will likely an even more important role, argues around the world. Madan has been the editor of all five annual editions of the require transparency on their data, and Graham Kelly, Founder, Originate. One MMA Yearbook, and can be followed smart contracts will enforce reliability. of the challenges for marketers is that on Twitter at @MadanRao This removes the self-reporting and customers have tools to block out ads potential for manipulated data and they consider as annoying – hence fraud via bot inflation. Advertising the importance of creativity to create revenue can also go to readers for good ads. A good ad is simple, smart, viewing ads, depending on the types distinctive, entertaining and effective, of participatory monetisation models. as shown in the case studies in this While mass adoption of blockchain chapter. Marketers should boost their has a long way to go, the early signs creative quotient by exploring new and promise are visible already. technologies like AR and chatbots, and providing useful services to consumers. A brand is a soap opera in a mobile centric world, and the CEO has to steer Dip into this Yearbook and draw the brand through the ups and downs your own inferences, takeaway and point it to its true north, explains points and action items! Get D.Shivakumar, Group Executive involved, get excited, and get President, Aditya Birla Group. The mobile phone is the window to the on board for driving the mobile world for many consumers, but they momentum in the Asia-Pacific want genuine news about brands and and beyond! transparency about its dealings. In a world with disturbing trends like the Madanmohan Rao is the editor of the rise of fake news, trust and reputation Asia-Pacific Internet Handbook. He are essential for brands as well as their has published over 15 books spanning broader ecosystems, particularly in the five series, covering digital media, Madanmohan Rao

12 APAC 2017

PART 1

THE YEAR THAT WAS – RECAP AND REVIEW The Emotional Power of Music, Audio and Voice for Brands

by Vinodh Bhat accounts for 54 percent of total audio they present themselves in the music consumption. environment. It should be gentle — a Co-founder and President, suggestion and an invitation, rather Saavn Audio Complements Video than an assault. Integrated within a high-engagement audio environment, While digital video as a marketing If there’s one thing that is objectively advertisers can deliver content in a medium is powerful in its ability to way that feels natural and unobtrusive fascinating about human nature, it’s appeal to emotion, it’s not a hands- our active relationship with emotions. to users, while capitalizing on crucial free experience. According to a behavioral moments. The ability to experience the world recent Nielsen study, 79% of audio through our emotions and then — most consumption happens when it’s As an example, Saavn partnered with significantly — make a decision based physically impossible to consume Bose last year to develop a campaign on that experience is fundamental to video or view an image. People also that consisted of four love-themed good advertising. Even so, the majority turn to streaming apps when they’re playlists. of digital advertising platforms have experiencing a sensory overload, or missed the mark on appealing to when they need a break from their human emotions. The exception? screens. This behavior provides a Mobile Audio --- and its futuristic much clearer picture of a person’s cousin: voice. emotional state than, say, searching for music on YouTube and the content Music is the Shortest Path to jungle around it. Emotional Engagement Much of the visual ad clutter is a by Music, in particular, is a mobile audio product of the sheer number of people medium that has somewhat of a meta in India combined with how many relationship with emotions. Emotion ads a person needs to see (and how creates music, and music creates often they need to see them) in order emotion. And thus, music provides to garner an impression. Advertisers direct access to our emotional world in India are fighting to catch a billion in a given moment. At Saavn, we are eyes at least once — and if they want to constantly listening to our users, just catch it again, they must create a new as they listen to us. In doing so, we’re ad in a different environment. able to help our brand partners access groups of people who are in a certain Music = A Repeat Use Medium state of mind at specific points in their day. Music, on the other hand, is a repeat use medium and an indispensable Mobile audio is a companion medium part of peoples’ lives. Campaigns that that is with people throughout the create deep emotional connections day. In the US, Nielsen reports that on- — and that find a place in someone’s demand music audio streaming had imaginations and memories — are over 400 billion on-demand streams, far more likely to succeed. The key almost twice that of on-demand music is to reach people in an environment video. Brands are now paying attention. where they are experiencing positive emotional states. According to Kantar/IMRB, the average Indian spends about 3.5 hours on And music can take them there. Music their smartphones each day. Based is widely known for its therapeutic on the average of 12 song streams properties, and clinical research per day on Saavn, about 25% of that even shows that music can improve daily smartphone activity is listening the mood and mental functioning of to music. On a global scale, Nielsen’s people who have been diagnosed with 2017 year-end music report shows depression. Advertisers need to be that on-demand audio streaming now more thoughtful and creative in how

14 MMA APAC 2017 Yearbook

Brand BarBrand ChannelBrand CarouselBrand and independent icons like Kangana Ranaut, Karan Johar, Interstitial Ranbir Kapoor and having them express their thoughts on fashion and culture at large, Neha Dhupia and Saavn were able to help build the right brand image for Liva.

Idle Screen BannerAudio Companion BannerSpotlight BannerMobile Banner

The Bose “Love Channel” garnered 130,000 hours of listening time and more than 2 million streams, while 183,000 unique users listened for 45 minutes on average. In the end, Bose was able to collect 5.5 million impressions through a channel that provides value to their customer base. The success of this campaign can be attributed to the synthesis of brand, content and emotion. Reach on Saavn: Liva and Saavn’s #NoFilterNeha Association 1.7MM Audio Ads The newly launched Aditya Birla apparel brand - Liva 1.1MM+ Unique Users focused on fluidity, independence and being confident; the show - #NoFilterNeha seemed like a perfect fit as it also 13MM+ Display Impressions mirrored the unfiltered, crazy and no-holds-barred approach. Saavn and Liva aimed to establish the ‘independent you’ Engagement on Saavn: expression by Liva with the help of Bollywood trendsetter Neha Dhupia. With her well-known expertise in fashion, a With a 4.3% campaign CTR, the brand reached out to the new brand like Liva had her as ‘the voice behind’ the fabric right audience with 3% CTR from women in the age group along with a mix of fluid and candid conversations on the of 18 – 34. show, engaging the right audience. By engaging fashionable

15 Show and Brand Association: Voice UI.The thousands of campaigns weekdays, while video streaming over run on Saavn could ask consumers to indexes only during the weekends. Nielsen ADE study also proved that simply use their voices to respond to 38% of users were able to recall the brand messages vs. having to pick up India is also undergoing evolutionary advertisement on Saavn and 50% of their phones and tap banners to click. changes, and a complete new users were able to correctly associate generation of audio listeners have the show with the brand. Listeners also Whether through on-demand music emerged in India. In a report by Deloitte associated the brand imagery with a services or voice, audio is truly India, the number of just online music ‘brand that makes one feel confident the platform that stands out as listeners is expected to grow to 273 and smart’ - just how we wanted it! advertising’s most valuable growth million by March 2020. Most of this (Audio Link:http://saa.vn/nehaliva) frontier. With mobile data connections growth would be driven by youth in the and smartphone ubiquity, the mobile age group of 18 to 35 years and almost Voice is the Next User Interface audio experience is truly untethered. No 85% of these users would access other medium can deliver this quality the music through connected mobile To take it a step further -- to begin to extent of reach. This is particularly true devices. India has the largest youth change fundamental behavior -- people of India, where some visual advertising population in the world, which will must be exposed to something new has become cluttered and obtuse. continue to drive the growth of digital in an environment that is already audio leaps and bounds. familiar to them. This is where we look at voice as the next medium. Rise of Digital Audio As modern technology gives rise to On-demand audio streaming has Emerging Metrics for Marketers voice services like Amazon Alexa and now passed all other ownership Most marketers judge the effectiveness the thousands of “Skills”, the power formats, including physical and digital of audio as a medium by metrics like of human voice and response will album sales and other digital track click-through rates (CTR) and cost become an even more integral part of equivalents, for the first time in history per thousand(CPM). However, the peoples’ lives. Voice is the next user in 2017.Streaming held the leadership metrics are more hybrid in nature as interface for connected devices, and over downloads as the dominant music streams, listening time and so on are music streaming and audio services consumption platform of 2017, fuelling crucial factors which add to the brand are the most natural extension. The the music industry’s overall volume exposure and, the brand engagement ubiquitous and now familiar nature of growth of 12.5% year over year. The with the audience goes above and mobile audio makes it the best place increase was led by a 58.7% increase in beyond CTR and CPM. to introduce new paradigms like voice. On-Demand Audio streams compared to 2016. ѻѻ Time Spent: Saavn recently became the first music streaming app for Alexa in India and is In total, on-demand audio streams ‘Engaged Time’ is the new buzz the default service for all Echo devices surpassed 400 billion streams in word in the media world. Since time shipping in market. When you introduce 2017, compared to 252 billion in is the most premium and precious, something new (Alexa Skills) in an 2016, and overall on-demand streams, the ability to engage a consumer for environment that is already familiar including video, exceeded 618 billion. the longest, is the emerging metrics (Saavn), you end up in the psychological Audio is also most popular during the for the value creation of any brand. sweet spot for new behavior changes.

Coming Soon:New Opportunities for Brands For now, brands aren’t able to advertise directly through Amazon Alexa or Google Assistant. Ads are delivered through the skills’ existing channels, like Saavn and other streaming music platforms, branded podcasts and radio spots. CNBC announced recently that it will begin selling audio sponsorships through its Alexa skill. Voice assistants are also able to name a brand -- or talk about where deals are available -- when asked a question about where to eat or shop. However, it is only a matter of time before companies like Amazon and its partners like Saavn begin to help brands to develop campaigns directly for a

16 MMA APAC 2017 Yearbook

Streaming opens up an entirely from the environment and delves into visually cluttered streets, instead new set of addressable moments their mobile space, listening to music, reaching responsibly and intentionally for marketers and the brands form podcasts, news, and the like. Marketers into headphones and speakers -- for intimate, 1:1 connections with should leverage this personal space of these are environments where a consumers, from native content to the listeners via some of the following brand’s voice can truly be heard. dynamic creative—all with 100% recommended approaches. share of voice. Vinodh Bhat is the Co-founder, 1 > Develop a Music + Audio Strategy: President & Chief Strategy Officer at ѻѻ Non-Skippable Ads: The full potential of music + audio Saavn. After escaping the world of strategy comes into play when investment banking in the late 90s, Today, many brands are waking up publishers and marketers work he became a serial entrepreneur, to the concerns of ‘Brand Safety’ to together on mirroring the brand’s co-founding organizations such ensure that online ad is consumed image in music. Music can define as 212MEDIA (venture studio), by a real human being, is “hearable”, brand persona and values, con- LeagueApps (community sports similar to “viewable” for video, and necting with the audience at a far management platform, fkaSportsvite), does not appear in a context that deeper and emotional level. Music and Simile Software (contextual ad could potentially damage the adver- has the power to make a brand platform). Vinodh is a graduate of the University of Virginia. tiser’s brand. The non–skippable bigger than just words, hitting the ads ensure 100% human audibility emotional never within the earbud with maximum brand exposure and generation. brand safety. 2 > Leverage Long form Audio for Real Brand Metrics -ROI Deeper Connections: In a cluttered digital world, con- Every brand is always seeking ways tent strategy is a step ahead from to improve sales and increase market just a logo presence. Ideal content share. On Saavn, our brand partners strategy is seamless promotion have many opportunities to align of a brand’s product/service/per- with the audio content via playlist sona/culture along with providing curation, show sponsorship, or even value and connection to the user. co-producing original audio content. To understand the impact of audio 3 > Aligning with New and Original campaigns on Saavn, we conducted Music: many Nielsen studies and saw In an era of hundreds of content significant increase in parameters like genres always on for consumers, awareness, ad recall, consideration trends are constantly evolving. and also achieved post campaign shift Saavn has seen a 15% increase in favorability, purchase intent, and of streaming in genres other than brand interest. Bollywood streams in the past year. This represents an opportu- As an example, a Nielsen study of nity for brands to explore, curate Saavn and Bira 91’s exclusive Hip-Hop and distribute content to music channel showed phenomenal results enthusiasts to build brand identity with the report indicating how Saavn and tap into a universal passion increased purchase intent 7x the point. average. While the brand awareness had gone up 18% (3x the average), the likelihood to recommend at 12% was In Conclusion 4x higher than average. There was also With 1.3 billion people, almost 20 a favorable shift in brand preference languages, and a colorful patchwork by 16% and recent purchaser saw of cultures and customs, we all know whopping 16% spike from the time of India is arguably the most diverse the campaign launch. country on the planet. What that means for advertisers is that navigating Recommendations for the next tech tornado will require Marketers awareness and on-demand analysis of Indians’ day-to-day behaviors, mood Digital audio is an ‘earbud moment’ and emotions. for marketers to talk to their audience in an organic and seamless way, They will need to marry emerging during a relevant time of the day using technologies, like voice, with existing relevant data. The ‘earbud generation’ and well-known platforms. And they signifies everyone who zones out must continue to look beyond the

17 WWW.VIDEO.INMOBI.COM MMA APAC 2017 Yearbook

The Great Unbundling of TV and Video by Sameer Pitalwalla the wrath of fake news during our own being lost in the flood of the feeds. elections in 2014, except, at that time, CEO & Co-Founder, it wasn’t really called fake news. If the papercuts to niche television will begin with advertising, they will Culture Machine In India, there are an estimated 300 accelerate with subscription video on Mn users with personalized Facebook demand. Amazon Prime doesn’t even Digital video is being unbundled accounts, 380 Mn WhatsApp users, sell video, it’s same day delivery, oh into ad-supported and 300 Mn Youtube viewers, and a and by the way here is a vast catalogue subscription supported content. growing number of consumers with with $200 million worth of fresh new a personalized UC Browser, Netflix, local programming. NetFlix, HotStar, In that on-going fission, lies Amazon Prime, HotStar, Instagram, Viu and others are unencumbered opportunity for a new kind of Twitter, SnapChat, Viu, Voot, or Sony by S&P guidelines, and can actually marketing, that marries story- LIV. Your generally programmed linear give paying users a truly personalized telling and computing. one-size-to-fit-them-all TV feed, is on a premium experience of content. Why slow but sure descent. would you pay Rs 350 ARPU to cable A Swiss newspaper, Das Magazin, broke and satellite, when your friendly Jio the story that has had every marketer, Cord-cutting amongst US households connection with 1GB per day can give the kind that believes if it’s not on his has only accelerated ever year, hitting you a personalized EPG with millions of or her newsfeed then it isn’t really viral, a peak in 2014 and steadily declining dollars’ worth of content, curated and on how Donald Trump’s administration with its biggest loss coming in the first available across all devices? used Cambridge Analytica, to win the quarter of this year. Video is going to US presidential elections. steadily become an Internet Protocol- India has the largest millennial only distribution format. Digital population in the world. As of 2016, Almost overnight, a thrilling lexicon cinema’s already do that, TV’s change there were 407 Mn millennials in India of “dark posts”, “micro-targeting”, is nigh. and expected to grow to 504 million by “custom audiences” and other 2020. These comprise 46.4% of India’s scintillating descriptions of the With that, the hegemony of television working age population with a total Facebook Marketing API, had clients as we know it, will continue to face spending power of $180 Billion in 2016 eager to partake. Surely, this unholy downward pressure as advertising swelling to $330bn by 2020. communion of programmatic buying and subscription revenues get de- and programmatic creative, could coupled. We are many years away, but Surveys show that 57% of India’s manipulate millennials like Alexander it is inevitable. Millennials are already working millennials are already the Nix magnetized those rubber ducks leaving traditional TV channels that chief wage earners, accounting for 70% nodding away in the rust belt. It positioned themselves as “youth” and of overall household income and they could yield their quarterly charts that replacing them with media brands on will account for 45% of total working spectacular bump that’s upwards and digital. Spends to reach them in that population in the next decade. These to the right. category have already moved online. yolo swearing, yaas Queens are the economic force that spends around 17 Alas, in a world where buying, creative, Content, uninhibited by distribution, hours on the Internet in a week. 35% planning and media functions have driven by communities, and built of that time is spent on emails/social been devised for traditional media, around a new generation of endemic media, 30% on online entertainment speaking to the same folks to deliver talent, is giving them an aisle instead of and 23% searching for information. for digital is like taking rowing lessons a shelf of content. Youth itself is being to survive in a desert. segmented, into communities oriented These ‘organic crushed pepper crusted around psychographics, demographics, grilled salmon with olive drizzle on While the US elections will perhaps be geography and interests. What was a bed of pan fried quinoa loving’ the first case-study in a truly effective once one MTV, is being virtualized, generation will comprise 61% of the and mass (like traditional media mass) verticalized and fragmented. Managing nation’s Internet population and 78% campaign, it will most definitely not be scale as a modern day media network, of online-shoppers by 2020. They the last. In many ways, as a country creative agency or advertiser, without are to a megabit born, scions of the India is pioneering it in the only way a new technology framework that screen, and their water coolers are Indians can, with great hopes and adapts to the ever changing landscape these online communities curated and limited budgets. Unsuspecting feed and is inherently built as video, makes created around content. They mostly users in India too were subjected to the difference between being heard or block ads and sometimes skip them,

19 and consume world class content Sameer Pitalwalla, co-founded product, only if the genial algorithm is Culture Machine in early 2013 along kind enough to bubble it on their feed. with Venkat Prasad with a vision to use technology and storytelling that Attention is the only prize worth can help build and create great winning, and as hard as it sounds Dear media brands that people love. Madam or Sir, your 30-second one-size- Sameer previously headed the digital fits-them-all TVC will need to explode media business at Disney India, also itself into a thousand stories, delivered set up and built the digital video at scale, like those dastardly dark posts. business at the Times of India Group.

They will need to speak to communities, and be so woven into the fabric of the story, that you can’t tell where the seam lies between content and ad.

20 MMA APAC 2017 Yearbook

Messaging as a Marketing Platform by Amrit Thomas CMO, Diageo

The tectonic impact of technology is increasingly getting attention of CXOs the world over. Many aspects of our everyday life have already been impacted by technology – how we search for information and content, how we navigate to our destination, and how we buy. Software is truly eating the world! Messaging, which now feels like an outdated communication tool, has evolved into a platform for delivering personal and purposeful stories. From simple text, mobile messaging has over the years, evolved to include emojis, emoticons, voice and video formats. But this is only the lowest common denominator. Fig.2: Growth of messaging apps The future is of advanced messaging systems and the evolution of and businesses communicate with that create a richer experience for Messaging as a Platform (MaaP). each other. MaaP provides brands consumers and allow businesses to service user needs seamlessly. BI Intelligence data showcases the superlative growth of the Big 4 messaging apps compared to social networks. Clearly, messaging seems to be on an upwardly trend (see Fig. 2) Here are just a few of the possibilities that MaaP could potentially unlock for brand marketers: (a ) Increasing relevance through personalization: It is becoming increasingly harder to get consumer attention through Fig.1: Messaging Ontology with the opportunity to increase their mass brand communication. A engagement with customers, by significant number of consum- To most, messaging is a ‘mobile app’ making use of business (Application ers are beginning to question – WeChat, WhatsApp - that is for to Person: A2P) messaging using chat the authenticity of mass broad- interpersonal or group communication. bots and artificial intelligence (AI). cast messages (according to But Messaging is increasingly research about 54% of people With no individual native app to becoming a platform upon which find it unreliable). Data corrob- download, the user adoption is simple customized applications will be built. orates that mobile search on and unrestricted (see Fig.1). MaaP Messaging as a Platform is this Google with the qualifier ‘should combines the features of advanced evolution of mobile messaging that I___’ has grown 80% in the past 2 messaging with standardized significantly improves the way people years. Similarly, ‘___ near me’ has interfaces to chat bots and plug-ins

21 witnessed a phenomenal 120% (b ) Enriching content viewing and the shopper’s need and enables or rise in searches. Programmatic socialising experiences: simplifies choice. advertising has already begun to Integrating a Messaging Platform Brands on one hand can enhance demonstrate the value of fine-tun- into the content viewing experi- the consumption experience by ing brand messaging to context. ence unlocks a whole new set of providing on-tap information and possibilities for OTT players and Since consumers carry their guidance on how best to con- brands. OTT players like Hotstar, mobile messages into stores, both sume, and on the other hand they SonyLIV are beginning to integrate retailers and brands now have get to engage with consumers by messaging into their original con- the opportunity to narrowcast adding value to content viewing tent. Imagine a group of friends their messages and engage in a experience by providing expert based in different locations, being two-way interaction based on the / influencer views or through able to message each other during consumer’s digital profile and the gamifying the experience. Loca- a tense T20 cricket match includ- shopping context. AI-enabled chat tion-based services can be used ing interacting with experts to get bots can elegantly use a custom- to help set up serendipitous or an in-depth view of the same, over er’s data to provide responses with planned get-togethers within the same platform - live! a ‘personal touch’. In this way, many each consumer’s social network. businesses will soon be able to This would create value across Restaurants can use these fea- constantly service their customers’ the ecosystem of content provid- tures to ensure that the table needs. A user geo-location can be ers, viewers and brands. Retailers is ready and your first order is mapped to suggest near-by local could enhance shopping experi- ready to serve within moments of services options and reservations ences by making products easy arrival. Brands can reach out to made instantly through one single to find, and by providing useful consumers at the moment when messaging platform see Fig.3) information about the products on consumers are just about to make their choice. Fig.3: Mapping user journeys for messaging demand in a manner that best fits

22 MMA APAC 2017 Yearbook

(c ) Single Chat away from Com- The above is possibly just the tip merce: of the iceberg in terms of what is Probably the most significant possible with MaaP. The power of impact of MaaP will be on e-com- MaaP lies in the following features merce. Consumers can gain direct of the platform: access to a range of brands and (a) The platform is conversational services from within the messag- and therefore fits in with existing ing app itself, allowing them to consumer habits. engage with virtual assistants to book flights or cabs, shop clothes, (b) Brands and retailers can appoint beauty agents, make engage the consumer or add value restaurant reservations, hire bicy- to the consumer experience in a cles, and more. highly personal manner, as a segment of one on the same single We have seen that in China. One platform. can order almost everything using a single app (WeChat) which acts (c) Brands and retailers can use AI as an end-to-end eco-system of and ML to automate this person- the purchase cycle and is wall alization. guarded at the same time. This makes it the preferred platform The possibilities are endless. for gauging response to new prod- However, realizing this possibility ucts, concepts or initiatives in the will depend on two things. First, market and checks its virality. the development of a connected ecosystem that is based on a In India, WhatsApp has grown to common technology standard and 70 million monthly active users. is based on values of openness, With the possible integration of transparency, highest ideals of UPI-based payment feature and consumer privacy and data pro- opening up of WhatsApp for busi- tection – fully compliant with ness, the medium is set to explode GDPR regulations. in the country. Brands and marketers will thus use this platform Secondly, build-up of user capa- for chatting, forming groups of bility in order to translate the current and potential consum- potential of Maap into tangi- ers, and driving commerce. The ble business impact, through a recent acquisition of chatbot transparent measurement and firm Mezi - which enables travel evaluation system, that tracks related bookings over text mes- the consumer journey, consumer sages – by American Express, acquisition, and eventual conver- points towards the future of mes- sion to purchase. saging in this context. Amrit Thomas, Chief Marketing Officer Let us take another use case for for Diageo India, joined United Spirits brands and retailers. A consumer in 2007. He is also the Chairman of could contact the brand or retailer the Royal Challengers Sports Pvt. on the messaging platform and Ltd. (RCSPL), which runs the Royal explain what he or she wants. A Challengers Bangalore IPL franchise. chatbot can then have a conver- He led the cross industry project team that created the common marketing sation with the seller to help the code for the Alco-bev industry in consumer find the best offer or India. Amrit attended the Advanced product. If the consumer is in the Marketing Program at Harvard store, the consumer can be directed Business School. He also holds an to the aisle where the product is for engineering degree from the Indian pick up or trial in the case of appar- Institute of Technology, Chennai and els. Once the choice is made, the a Post Graduate Diploma in Business consumer can initiate the payment Management from the Indian Institute conversation. Once the payment is of Management, Bangalore. made, if the consumer is in-store, the consumer can pick up the product; if the consumer is at home, the consumer can track the delivery.

23 Beyond Content: Financial Inclusion via Mobile by Mia Melinda constituted by the impact on the In general, the approach through ‘bottom of the pyramid’ group. These a national strategy includes three VP, Telkomsel Data include people with low income, aspects, namely the provision of Insight irregular salary, living in remote areas, appropriate service facilities, the disabled people, workers with no legal provision of suitable products, and Departing from the spirit to reach identity documents, and marginalized finance through financial education the unreachable, as the biggest communities. This is a very real issue and consumer protection. telecommunication provider with more in emerging economies with most of than 190 subscribers across Indonesia them are unbanked. Case Study and with more than 98% coverage, Unbanked individuals without a history Telkomsel is committing to making of borrowing from a bank will have a An initiative documented as a case innovative technology to ensure the non-existent credit score, or a unreliable study was conducted in September best customers experience in enjoying one that further results in being 2017 with a leading international telecommunications service. rejected for credit. This propagates financial institution. The main product of this institution was point-of-sale With the reliable network and IT a cycle of exclusion from the formal loans, and they wanted to test the infrastructure to handle the massive financial economy and reliance on accuracy of Telkomsel credit scores needs of its subscribers, a large volume the unorganised (and unregulated) on their in-house definition of bad and variety of data points is very useful financial sector for borrowing needs. customers (defined as being more for Telkomsel to better understand the Through Credit Insight, Telkomsel than 30 days late on payments for any customers. The figure below shows offers risk profile visibility from the of the first four monthly installments). the growth Telkomsel subscribers large customer base, taken from their over the recent years. Telkomsel’s very intense usage of telco services. 262 million subscribers accounted for Financial institutions, banks and non- 75% of Indonesia’s population in 2017 banking institutions in Indonesia that The test sample contained 41,330 (source: https://countryeconomy.com/ are currently serving the bankable POS loans originated in February demography/population/indonesia). population with much smaller size than 2017. In this case, the Telkomsel’s Telkomsel’ customer base now have Credit Insight model was able to Telkomsel is continuously learning achieve a Gini coefficient of 0.52 and that by deeper analysis from various the possibility to unlock un-bankable segments from the telco customer a KS score of 0.38. Moreover, if the angles and processing data using the financial institution rejects the bottom appropriate tool and methodology, such based on the visibility of their risk profile. With additional insight, the 20% applications based on Telkomsel rich data asset offered tremendous Credit Score, they will eliminate more benefit for other industries as well. unbanked population will have more chance to get financial support from than 50% of the bad customers from While transforming and committing to their portfolios. building Digital Indonesia, Telkomsel financial institutions, as well as more has built several use cases to improve insights that benefits them to make With more than 50% of Telkomsel the life convenience for its subscribers better decision by predicting potential subscribers that are lendable, this while also working together with other risk. use case can potentially reach the industries to revolutionize the needs Telkomsel believes Credit Insight is unbanked population that actually of rich insight for better and faster a scalable use case that could also are eligible to get financial support decision making. reach the unbanked population directly but never have the chance or are and reducing financial exclusion. From uninformed about the financial service With this embedded philosophy, that could add to convenience in their Telkomsel fully supports the mission to various parts of the world, to reduce financial exclusion is done in two lives. With that in mind and aligning bring financial inclusion in the country with the national strategy to reduce by rolling out one use case that offer approaches, namely comprehensively by formulating a national strategy financial exclusion, Telkomsel and its the most value of telco data: Credit partner are addressing this problem Insight. such as Indonesia, Nigeria, Tanzania or through separate programs, e.g by leveraging telco data to develop the next generation of Credit Insight. According to Central Bank of financial education as conducted by Indonesia, financial inclusion has the US government after the 2008 become the 2008 post-crisis trend, crisis.

24 MMA APAC 2017 Yearbook

This will be highly predictive of credit worthiness and cover a vast majority of the adult population to complete the objective of financial inclusion. This will in turn positively contribute to sustainable local or national economic growth by reducing inequality and improve the welfare of the community. While Telkomsel Credit Insight may be new and unconventional, Telkomsel stakes claim on the accuracy of the model. It is innovative as currently in Indonesia no telco operator had utilized their telco data for this solution, and disruptive as well since it is uncovering opportunities of unlocking the un-banked as well as reaching the unreachable. With a big potential market to grab, Telkomsel, Financial Institution and regulators are working together to accelerate the drive to achieve financial inclusion.

Mia Melinda is the acting VP for Telkomsel Data Insight. She has 17 years of experience in the telco industry, including developing Telkomsel’s five- year corporate strategy and building new sources of growth, as part of Telkomsel’s transformation to become a digital company. She is currently responsible for MSIGHT, Telkomsel’s Big Data Insight business portfolio that focuses on developing use cases generated from Telco Insight that can accelerate the digital transformation and provide value for other industries.

25 Digital Transformation: The Next Generation by Richa Goswami Google Cloud and Microsoft Azure offer videos provides them with the in-store in-built AI capabilities. High quality AI experience and reliable reviews. This Asia Pacific Head of Digital, engines like Google’s TensorFlow are generates significant reach if done in Johnson & Johnson available as open source. a compelling and authentic fashion – I recently saw a Spiderman toy car Help is now available – brands need While I spend my days ensuring that review hit more than 253 million views to have a plan on how to integrate and on YouTube! my brands effectively connect with implement to drive further growth. young, tech-savvy consumers, I am first Research from Gallup shows that Brands also need to be prepared and foremost a mother of beautiful, organisations that leverage customer for emerging content mediums like intelligent and sassy twin teenagers. behavioural insights outperform peers Augmented Reality (AR) and Virtual This has granted me front row seats by 85% in sales growth and more than Reality (VR). AR has been gaining into the latest digital trends of today 25% in sales margins. Doing data well better traction as seen from viral and I would like to share some is now table-stakes. Doing data with applications like Pokémon Go and observations on what the future might responsibility is even more critical in an Snapchat Lenses. We have also seen look like and how marketers can thrive era of open communications and data early examples of brands doing it well in this constantly evolving landscape. exchanges. like Ikea which enabled consumers to choose from over 2,000 products with the Ikea Place app on their mobile Consumer: Understanding the Content: The Immersive Age is Upon Us phones, point the camera at any area in Future Consumer Through Data their homes and see the item appear at & AI I used to annoy my folks by running scale on their screens up huge phone bills on the phone I’ve had my fair share of awkward with my girlfriends. Today I see the VR - the more immersive experience - is teenage moments, but except for a few same with my daughters, except they currently more nascent as a consumer faded photos or dinner conversations don’t just talk about their day; they let technology. Brands are currently with childhood friends, there is everyone relive it exactly as they’ve leveraging it in their brand activations thankfully little evidence of those experienced it, through an endless and also interchangeably adapting embarrassing years. stream of FaceTime, Line, Snapchat them into 360-degree formats that are more accessible to consumers. Today, my twin daughters are on and Instagram content. Instagram Stories every single day, Expectations are shifting from Brands can make the most of these they location tag every single digital second-hand stories to first-hand opportunities by adopting AR/ memory, they review every single experiences, making traditional ways VR consumer experiences where experience – generating a significant of communicating less engaging. appropriate in their consumer journey digital trial. touchpoints. Focus on small, nimble What’s more, today’s consumers are experiments that push the envelope, The best and the biggest brands overloaded with content competing while giving them a chance to learn in Asia know how to do so. Hyper- for their attention. My daughters can what works best. personalised experiences by brands breeze rows of Instagram images in a like Netflix, Spotify and Tmall have matter of seconds. When your target Commerce: Non Linear Shopper catapulted them to leadership in their audience ignores 89% of all ads, how categories. According to McKinsey, should brands then connect with their Journey personalisation can deliver 5-8 times audience? It’s prom season now and my the ROI on marketing spend and lift daughters have been browsing look- sales by 10% or more. Every brand The solution: brands need to deliver books by Instagram fashionistas. needs to understand how to tap into immersive experiences that exceed They’ve found their favourite looks, such data nuances to customise the what consumers experience daily. coordinated it via Instagram group perfect experience for their consumers chats with friends, and made a or become an afterthought. Immersion experiences take your consumers into the heart of the brand collective decision on what to get Recent advancements in AI have helped and product. (validated by people she cares about, in “democratising” access to high including yours truly). That’s it – short, quality data analysis. Cloud services by And it does not need to be complicated. painless and no trips to any malls. Something simple like unboxing

26 MMA APAC 2017 Yearbook

Every single digital consumer services or serve as in-store collection; Richa Goswami is the Asia Pacific interaction needs to provide that up to 40% of consumers change their Head of Digital for J&J consumer avenue for a sale in this current day minds because of something they see, group of companies. She has over and age. Social and mobile platforms learn or do in-store. This presents an 18 years’ experience on leading have evolved to facilitate sales opportunity for brands to further cross- financial and consumer healthcare brands across the Americas, Europe seamlessly. In the last year, Instagram sell and up-sell when consumers come and APAC. She is a Digital Advisory has launched shoppable posts in the in post-sales. Board member at several Fortune US and a global rollout is underway. 100 companies, and a TEDx speaker. Viewers of these posts can make Stores can also provide a brand experience that is controlled and She also worked at HSBC on several purchases directly within the platform platforms that empowered women unique. In selected Sephora outlets, in a seamless fashion. in growing economies by launching beauty buyers can use an AR mirror micro loan and payment platform. Sixty percent of all users (my with facial recognition capabilities Richa co founded Fitness Quotient daughters definitely included) to try on numerous makeup styles which focusses on working with discover new products on the virtually, or use the Color IQ device that women across all walks of life to Instagram platform, which makes scans your skin to make the perfect live healthier more vibrant lives. She social commerce a key channel product recommendation. also volunteers with Flowering Tree, that marketers need to prioritise. an NGO that works on women and Instagram is in fact late to this game, Conclusion children causes in APAC and Muskaan, with multiple Chinese apps already an NGO for intellectually challenged offering that functionality since 2015. Marketers need to find new ways young adults. As offline retail still plays a significant to harness the power of digital to role with 85% of consumers still understand, persuade and sell to the preferring to make their final purchase consumer. Constantly evolving how in brick-and-mortar stores, brands need we approach consumers is critical. I’ve to integrate online with offline to provide been lucky enough to peek into the lives a cohesive omni-channel experience. of digitally-savvy young consumers The role of offline has evolved to provide through parenting my daughters. I a different kind of functional and hope you will find these insights as experiential. Stores provide after-sales useful as I did.

27 The Continued Rise of Mobile Video by Jayesh Easwaramony video plays on mobile - coming in at format that catered to the interests of 64.4%3 in Q3, 2017 alone. The key to all stakeholders. This need has been SVP & MD - Asia Pacific, the past success and continued rise met by mobile video, explaining the Middle East and Africa, of this ad format lies in a fundamental explosion in its popularity, especially principle of business - solving for and in 2017. InMobi addressing an unmet need. So is this merely a passing trend, one The origins of advertising can be For a long time now, the economics that will be eclipsed by a newer format traced right back to the ancient of the advertising industry have in the near future? No. Mobile video Egyptians, who used papyrus scrolls been heavily skewed in favour of is here to stay and the juggernaut of and rock paintings to communicate either advertisers or publishers, its growth is only set to pick up pace, their messages effectively. For without taking user preferences into with advertisers and publishers alike, thousands of years, these paper and consideration. But over the last few flocking to engage users via this all- paint-based methodologies remained years, with the mobile advertising pervasive medium. In South East Asia, intact, until the arrival of modern industry taking on a far more user- according to InMobi data, video ad technologies - such as television and centric approach, a clear need consumption grew by 230% in 2017. radio - changed the way companies and emerged for a unifying, blockbuster ad users communicated and absorbed advertising messages. Over the last 20 years, the rise of personalised digital technologies has ensured that the face of modern advertising is constantly evolving and adapting to rapid changes in user behavior. The result? For the first time in the history of modern advertising, the US saw digital overtaking TV in 20161, with the rest of the world following suit in 20172. And it’s time to consider how far away we in Asia Pacific are, from this statistic becoming a reality in our region. The answer is, not very far. Here’s why. While there have been numerous factors behind the hyper-growth of digital advertising, the most enduring one is definitely mobile. In a largely mobile-first landscape such as APAC, this augurs well for digital to topple TV in the near future. Countries such as Indonesia and India are already experiencing fast-tracked growth of mobile, with Vietnam and Thailand also racing ahead to make up for lost time. And on the always-on and hyper- personalised channel of mobile, mobile video emerged last year as the undisputed hero format, with APAC leading the way. A recent study found that APAC has been consistently contributing to the highest number of

28 MMA APAC 2017 Yearbook

Globally, more than 60% of all video TV-like impact with digital-like video to drive improved purchase, the plays4 are already on mobile and performance increased performance-orientation consequently, global mobile video ad of mobile video delivers enhanced spend is predicted to reach a whopping Until recently, employing mobile influence at every stage in the user $22.5 billion5 by the end of the year. A video meant that marketers were funnel. leading contributor is mobile video ad repurposing TV or digital campaigns for spend from APAC, where the format is the small screen. They weren’t creating Finally, given the opportunity to seeing a tremendous surge in adoption. exclusively for mobile. According to a craft any kind of experience using According to data gleaned from the recent InMobi survey, less than 50% supporting end cards, mobile video InMobi network, South-East Asia alone of mobile marketers are using mobile- ads can rapidly incorporate the use accounted for a 250% growth in brand first formats in their video campaigns. of technologies such as augmented mobile video ad spend over the last year - a figure that is only projected to increase in coming years. So what will drive the continued rise of mobile video? Let’s take a look.

Viewability Over the last few years, advertisers have increasingly called for more transparency and standardisation of measurement for digital video. And this holds good for mobile as well. Until very recently, advertisers barely knew if anyone was viewing their video ads or not. And what counted as a video view? No one knew for sure. Added to this, as every player held This statistic, however is set to change. complete sway over the metrics that reality (AR) and virtual reality (VR) Marketers are already demanding were reported, multiple different ways to deliver unique brand experiences, results beyond just top-funnel of measuring viewability emerged. making the format an irresistible metrics and are looking to build video There were no standardised metrics one for mobile marketers in 2018. campaigns that maximise the native and advertisers had no idea if their For example, Unilever partnered with features of mobile devices in order to investment in mobile video was InMobi to launch a 360 mobile video deliver better performance. Supporting effective or not. campaign in the Philippines in order to this change, rapid strides have been drive increased market share. That has now changed with the made in format innovation, making it MRC having defined clear viewability easier for marketers to think mobile- Ease of buying metrics for mobile video and third first and performance-out when it parties such as MOAT, and IAS now comes to their video strategies. Around the world, advertisers across having the capability to provide verticals are adopting programmatic We saw early proof of this in 2017. unbiased verification. Also, on mobile, buying to satisfy their need for From 360-degree video that delivers a browser-based technology has finally transparency, efficiency and control knockout visual experience to vertical yielded to mobile-first technologies like over their campaigns. Now, with video that delivers brand immersion VAST, which allows for faster loading, publishers also adopting more without forcing users to tilt their buffer-free video, contributing to high programmatic-based ad formats phones, last year saw enormous viewability, especially in-app. such as in-stream or in-feed video, progress in adoption of video ads advertisers will be lining up to get The result is that the rallying cry for that were mobile-first. And 2018 access to this inventory easily. Also, on viewability by top marketers has led will drive this trend even further, with account of the industry’s laser focus to third-party ratified, non-duopoly new-age video formats being highly on addressing brand safety concerns, video becoming a very viable option, performance-oriented. the stage is set for more advertising particularly in mobile apps. This will Breakthrough formats such as dollars going the direct programmatic continue to create a bigger mobile split-screen carousel video and 3D- or private marketplace (PMP) route. In video market for publishers and augmented video already deliver TV- 2017, InMobi’s network data showed advertisers alike, with better viewability like impact but digital-like performance. that in SEA alone, brand investment in contributing to increased trust and So, whether it is interactive video to programmatic mobile video surged by thus, improved investment. guarantee brand lift or shoppable 185% Y-o-Y.

29 as Integral Ad Sciences and Moat. 3 > Adopt mobile-first ad formats and the VAST standard for mobile in-app video. 4 > Ask for SDK-integrated inventory. 5 > Go programmatic for increased efficiency and transparency.

SOURCES 1. www.adageindia.in/ 2. www.recode. 3. www.thedrum.com/ Ooyala Report Zenith Optimedia

arsenal of mobile video ad content Jayesh Easwaramony leads the InMobi Further, with mobile video (including at their disposal in order to cater to business in Asia Pacific, Middle East interactive elements) now being made and Africa. He was earlier with Frost multiple user consumption moments, available programmatically, buying and Sullivan as the leader of its TMT across demographic and geographic highly precise audiences for mobile practice, and has advised firms such constraints. video will be easier than ever, ensuring as Samsung, SKT, Axiata and Telkom. the continued rise of the format. With the advanced mobile video He has spoken at several conferences including GMIC, LTE Asia and Carrier formats that are now available, Ethernet World. He was earlier with Moment-based marketing marketers can craft unique mobile- Newscorp and the Tata group. Jayesh video brand experiences that can There’s no denying it - users love to holds an MBA degree from Indian influence multiple stages of the funnel Institute of Management, Lucknow. snack on video, especially on mobile. and deliver real-time impact with one Whether it is product discovery, ad! Finally, with innovations such as research about potential buys, or even InMobi’s video authoring platform, making the final purchase decision, crafting and executing mobile-video users are increasingly consuming campaigns will become faster and mobile video at every stage in their easier than ever, ensuring that mobile path to purchase. The younger video continues to grow for a long time demographic, especially, are seeking to come. out videos on their devices in order to pre-experience a brand or service and Here’s a quick checklist for advertisers, reduce the time between awareness to help them do mobile video right in and purchase decision. 2018: Added to that, the next billion users 1 > Include in-app mobile video as part have leapfrogged the desktop era and of your digital media video buys, are experiencing the internet primarily not just mobile web and desktop. on mobile, with video being a huge 2 > Leverage accredited MRC view- part of internet usage. As a result, ability partners, who understand marketers will soon need a ready in-app video measurement such

30 MMA APAC 2017 Yearbook

Case Study: lessons in Mobile Marketing from Vietnam’s Most Intense Advertising Battle of the Year by Alan Cerutti, stop swiping the screen to make a remark about how Tet is not as festive Co-founder & CEO, and cozy as they remember, in other Happiness Saigon words, “Tet is tasteless - nhạt”. According to Vietnamese common and Viet Vo, sense, when something is tasteless, we add some flavour to it. And thus, the Marketing Manager, Pepsi Salt campaign originated. The Suntory Pepsico Vietnam concept came from the understanding of cultural context and real-life Tet Holidays is the vanity fair of problems, combined with a witty advertising in Vietnam, when consumers stunt. By leveraging the digital media are bombarded with a bewildering range platform that was being blamed, Pepsi of ads of all categories. The battle to win aimed to do technology justice and precious engagement among the clutter encourage real-life connection on that is even more intense while consumer- very platform. oriented platforms are growing by leaps According to the Digital Media Report, and bounds. in Jan 2017, mobile devices are Tet is the Super Bowl of Vietnam. among the most popular platforms Brands throw tons of money to stand that locked the consumers’ attention out in this peak-demand period to for more than two and a half hours increase sales volume and foster daily on average. In addition, one brand love. The typical solution for all of the notable developments that brands is family-oriented, emotional accelerates this trend is the vertical TVC in hope of getting to the top-of- video format on mobiles. Therefore, all mind position, but instead they fall into our creative assets are online-based Within 10 days, Pepsi received an the bloodbath of similar content. with customisation for mobile screens. unprecedented number of questions and responses from consumers, 7.2% Pepsi, of course does not want to By providing customers with an unexpected solution to get them of which are positive on the sentiment stay behind in this race, but tackling scale. Later on Pepsi revealed the this mounting challenge requires a engage in family activities without confiscating their phone, we utilise explanation that while Pepsi stays the disruptive campaign that goes against same, the consumer is the salt element the realm of mainstream messages. the digital device as the key to real-life connection. that added to the ‘tasteless’ Tet. That The campaign taps into consumer led us to the second phase: behaviour insights with an unusual approach and change. tactical media choice, both embracing From storytelling to storydoing: the modern, youthful persona of the How Pepsi leveraged digital brand and the traditional essence of Tet. Gain their attention - Salt or Nah The disruptive campaign Pepsi kicked off the campaign with a publicity stunt of a new product - The campaign starts with a thorough the Pepsi Salt, leveraging an array of analysis of the problems. Tet is celebrities, key opinion leaders and supposed to be all about family popular social fanpages as the key reunion. However, chances are all channel. Pepsi Salt was pervasive and members would immerse themselves sparked quite a hearty debate over in various digital devices. They blame whether a soft drink product should be the technology for being a major salty. distraction. Once in a while they would

31 Pepsi Dragon Dance: virtual game - real December 2017 with Pepsi Salt to raise factors for a successful campaign. connection “Tet is Nhat” tension. The key Pepsi Marketers should develop a creative concept that moves from storytelling to story doing. It moves consumers into actions and even helps to change their behaviour. Integration of mobile media or other media choices should be made based on the deep analysis of consumer behavior. The right media choice and investment helps creatives to be exposed to consumers. Mobile is chosen to be the main platform for our campaign - not only because it’s the top choice device on digital, but also because of the youth’s “look-down” behaviour.

Pepsi differentiated itself by adding Alan Cerutti is co-founder and CEO a unique twist to the traditional Tet Dragon Dance activities were only of Happiness Saigon, a Creative theme while consistently conveying activated two weeks before Tet, from Connectivity Agency with clients the ‘Young at Heart’ spirit throughout the end of January 2018. such as Nivea, Bosch, Pernod Ricard, Suntory PepsiCo, and UNICEF. In 2016, the campaign. Happiness Saigon To put the whole campaign in a Happiness Saigon was recognised by and Pepsi developed an advert-game nutshell, the original concept derived Campaign Asia as a TOP 3 Creative microsite PepsiLan.com on the mobile from a thorough consumer and cultural Agency of the Year in Vietnam. Alan platform with a facsimile of the Dragon understanding, but the simple yet has 10 years of experience in branding Dance - the performance of an iconic inventive use of mobile is what fixed and communication, mostly in an mythical creature representing a the brand at the forefront of the Tet international environment working at blessed New Year. advert clutter. Ogilvy & Matther in London on global accounts as Dove and WWF. Under the umbrella idea “connecting Overall, the first phase of Pepsi Tet 2018 people”, the principle of this microsite campaign ended with very encouraging is that it would perform best (meaning results. January 2018 was a promising that all the dragon dance moves and start to the year for the Pepsi brand the whole message are revealed) if the with outstanding internal sales volume user can collect the ideal numbers of performance: +51% vs. YAGO & +36% smartphones (5 to 9) and put them in vs. target. Pepsi also gained share in a row. As a result, users would have January 2018 (+0.9) over December to gather and connect their phones 2017. for the full experience. The microsite keeps the users hooked with an easy- Specific KPIs of the mobile web app to-follow tutorial, real-life footages of include: dragon dance, traditional firecracker Total lion dance plays: 118,419 Viet Vo is Marketing Manager of the background sound, and most Pepsi brand in Suntory PepsiCo. He importantly, the nostalgic feeling of the Average bounce Rate: 2.33% (total site) has 10 years of experience in brand Dragon Dance activity. building and development, and earlier Source of Traffic (% of sessions): led campaigns for Lifebuoy Rexona Pepsi launched the microsite along 66.04% direct/organic search, and and launch of Axe Masterbrand for with a short movie directed by Vu 33.96% paid and referrals, including Unilever Vietnam. Ngoc Dang. Additionally, Pepsi utilised social (Facebook, Zalo), YouTube, and social media as the central hub for earned media (PR). content access round the clock and encouraged consumers to join via Lessons and Recommendations engagement tactics and promotional incentives. The most challenging task for a marketer is to choose the right The campaign preparation began in consumer insights and tension to June 2017. It took more than three tap into. The right strategic approach months for the development of the from relevant consumer insights with Salt & Pepsi Dragon Dance ideas. a clear brand role so as to create The campaign started at the end of differentiation is one of the critical

32 APAC 2017

PART 2

DECODING THE TECH UPHEAVAL AI and Mobile Marketing: How AI Is Changing the Game for Mobile Marketing by Sapna Chadha A brief refresher in Google Photos. Today there’s very little technology at Google that isn’t Because the pace of progress is Director of Marketing, using AI and ML. AI is reinventing ramping up so quickly in this space, it’s existing products, from Maps to Southeast Asia & India useful to pause for a refresher on what YouTube, and is powering new artificial intelligence (AI) and machine experiences. Mobile has changed everything, but learning (ML) actually are. it’s only act one. Machine learning is set to drive the next revolution. From AI is the study of how to make Relevance at scale machines intelligent or capable of digital assistants to image-recognition What does this mean for marketers? solving problems as well as people can. software to self-driving cars, what The further integration of technology At its core, machine learning is a new was once the stuff of science fiction into the physical world creates new way of creating those problem-solving is now becoming a reality. And as consumer interactions that are even systems. For decades, programmers data and machine learning become more simple and instantaneous. Put manually coded computer programs more sophisticated in enhancing another way, already high consumer to provide a specific output when everyday consumer experiences, the expectations will be even higher. This given a certain input. With machine expectations for relevant, personalised will pose a challenge—and a great learning, we teach computers to learn and assistive experiences will continue opportunity—for brands. to skyrocket. without having to program them with this rigid set of rules. We do this by A big part of the opportunity for We’re heading toward a point where, showing a system several examples marketers is how AI will help us fully for marketers, friction will mean until it eventually starts to learn from realise personalisation and relevance failure, and mass messages will them. at scale. With platforms like Search increasingly mean move on. How and YouTube reaching billions of For example, teaching a system to can we ‘as marketers’ possibly scale people every day, digital ad platforms recognise the difference between relevant messages and experiences can finally achieve communication at a cat and a dog was difficult to across all devices at all moments? scale. This scale—combined with the do with traditional programming. How can we deliver smart marketing customisation possible with AI—means With machine learning, we feed the that recognises each customer as we’ll soon be able to tailor campaigns system various labeled pictures of unique, while simultaneously driving to consumer intent in the moment. It cats and dogs and it looks at patterns the bottom line? It is precisely this will be like having a million planners in and pixels to guess which is which. technology—specifically the promise your pocket working at once. of data and machine learning—that will Ultimately, it can start recognising enable us to get this right. the difference on its own. This is the We’re getting closer to the point where basis of the technology we use today campaigns and customer interactions

34 MMA APAC 2017 Yearbook

can be made more relevant end- a quick and easy online estimate tool #LookBeforeYouLeave campaign, to-end—from planning to creative and a monthly subscription rental which leveraged multiple channels messaging to media targeting to the service. including YouTube and offline, the team retail experience. We will be able to take created a set of bumper and banner into account all the signals we have at 2. Optimising for customer value ads. As the campaign was run during the customer level, so we can consider the monsoon season that often adds As a marketer, one of your biggest things like a consumer’s colour and tone to traffic woes in major cities, the team challenges is to determine who cares preferences, as well as purchase history leveraged the AdWords weather API about your brand enough to keep and contextual relevance. And all of this to trigger the ads only when it rained. coming back. But even more important will be optimised on the fly in real time. The real-time creative encouraged is finding customers who are going to users to check Google Maps before drive profitability. ML makes it easier But how does AI help improve what travelling or going outside, especially to find and reach the customers who companies are already doing today? during inclement weather. Users were are most valuable to your business by We’re seeing the benefits in the drawn to the witty, contextual creative, letting you look for them in places you following ways. which ultimately drove a 6% uplift in may otherwise miss. awareness. 1. Excavating mountains of data Rather than simply narrowly defining a Today, people juggle multiple devices target segment, such as 35-54 year-old Where to start? and are active across an array of digital women, ML lets you cast a much wider Most marketers know the value of AI media. Mobile has provided value to net, taking into account your desired and and want to forge ahead, but they customers while allowing marketers to business outcome—a sale, an in-store often ask about how to get started have more data about their customers purchase, a completed level in a game on their AI journey. While there is no readily available. app, and so on. It then looks at millions quick solution, here are a few steps to of signals to find people at scale who consider: But marketers still have to excavate are likely to complete those actions. piles of data to generate meaningful ѻѻ Firstly, ensure that your organiza- insights that answer their most With ML, your first step is analysing the tion speaks the same language—by pressing questions. Faced with all of people you know: your most valuable or understanding the basic principles this data—and the ever-growing ways profitable app users. The system then of AI as well as its benefits and to parse it—marketers struggle to know looks for other similar profiles. If you’ve challenges. Today, there is a host exactly how to get the best return on developed a travel app, it may look for of online and offline resources every dollar invested. The time and individuals who have made purchases available on AI—one example resources spent on digging through in other travel apps, are watching travel is ai.google where you can find data means less time devoted to high- videos online, or are in the market for educational contents, tools and level tasks such as refining marketing flight and hotel deals. resources. strategies or improving the product Take 37Games, for example. The experience. ѻѻ Secondly, determine what aspects Taiwanese gaming company turned of your business decisions and By analysing millions of data points in to the ML capabilities of Google’s processes you are looking to real time and making smart, optimised Universal App Campaigns to find incorporate AI and how. If you are decisions to improve business its highest-value users, optimise new to AI, you do not have to start performance, machine learning its campaigns for high-value in-app from scratch and build capabil- enables marketers to do more at actions, and reach its target audience ities in-house. There are lots of scale—and it frees up time to focus on with new video ad formats. The result? partners that can provide ML capa- more strategic tasks. A 230% ROI increase and 500% more bilities. With the partners, start by purchases from users acquired through selecting a few business decisions For example, Japan’s leading buyer Universal App Campaigns. and retailer of used cars, IDOM, turned and processes—that are handled to ML with Google Cloud services to frequently, are well-defined, but 3. Intelligent storytelling consolidate its data across touchpoints require more than just the stan- and analyse a number of signals to ML technology doesn’t just help find dard business logic. In the case of identify users who were more likely to the desired target customers, it can digital advertising, you might want visit its stores. IDOM activated these also figure out the most effective to incorporate AI into the end-to- findings to show customised ads and ways to engage these customers. It end campaign management (with prioritize follow-up phone calls to essentially does this by matching the products such as Google’s Univer- high-value potential car buyers. This right message to the right creative to sal App Campaigns) or only adopt led to 25% more in-store visits and a the right user at the right time. AI for part of the process, such as 300% increase in sales compared with automating the bidding process. The Google marketing team recently the previous year. Because the team launched an awareness campaign to ѻѻ Thirdly, make a serious effort in used ML to automate data analysis, increase daily active usage of Google ensuring you have the right data they were able to focus its energy on Maps’ app in India. As part of the that is well-consolidated. ML is only developing new innovations including as good as the information you feed

35 it, and it is incumbent on organi- era of AI and ML, companies that are sations to gather the right data to leading this change are recognising the required level of granularity. In that by investing in technology today addition, if your organisation’s data to make smarter decisions with data, exist in siloed channels today, using find and engage more profitable different systems and technology, customers, and deliver more effective the prerequisite step is to unify this creative, they are setting themselves data into one standardised data up for success in the long run. The key warehouse—one solution here is is to act now and get started—before it to leverage cloud offerings, such becomes too late to regain momentum as Google Cloud Platform that can in this rapidly evolving market. easily connect with other solutions such as Google Analytics 360. Sapna Chadha is the Director and Head of Marketing for Google India and the ѻѻ Finally, trial and learn. Conduct region of Southeast Asia. She was pilots in short sprints and evalu- earlier Vice President of Marketing and ate the difference in performance Chief Marketing Officer of American before and after the pilots. Upon Express in India. Sapna completed her evaluating the results, make modi- masters after starting her career in fications before scaling up. consulting, receiving her MBA from the Kellogg School of Management. She There is much work to be done. But just is a proud mother to six year old twins as in the mobile revolution, in this new who keep her on her toes.

36 MMA APAC 2017 Yearbook

How to Provide Valuable Mobile Marketing Solutions in the Post-mobile Internet Era by Dolphin Xu track the open rate, registration, brand advertising becomes more purchase conversion, or even second- obscure. In addition, digital marketing Sales Head of UC Ads, time purchase. Technologically, many are seeking multi-party cooperation Alibaba Mobile Business players in the field of digital marketing to improve content quality based on have added AI applications and deep providing data analysis and guidance Group machine learning so as to enhance for advertisers. Thus, they can strike the understanding of consumers and a chord with the audience in the Digital Marketing Ecology improve the efficient utilisation of marketing campaign. traffic. In the next two to three years, Evolvement in 2017 blockchain technology will become By an integrated employment of traditional, emerging and diverse With the upgrading of advertisers’ more mature and marketing will be marketing methods, advertisers will requirements, marketing solutions more intensely supported by these harvest maximum return. Integration providers enjoy broader space to technologies. among digital marketing companies, play; all the sectors break boundaries creative companies and media will standing among them and mutual Expansion and integration complement each other regardless empowerment allows mobile Advertisers, digital marketing of strategic cooperation or mergers. marketing more tricks to play with. companies and digital media are no Regarding digital marketing, several The development of technology longer satisfied with a single marketing internet giants in China and the US now satisfies more demands of the approach. Digital marketing is required have emerged stronger. The surviving industry, and AI technology has been to be featured with pan-entertainment, space left for independent third-party widely applied. socialisation and betting on content advertising technology platforms The concept of blockchain is starting creation, which represents the has been severely squeezed. Quite to bring about more imagination, mainstream voice of digital marketing a number of well-known advertising and these are just some of the many strategies in 2017. corporations have been integrated or changes in the digital marketing forced out. Performance-based advertisers no ecology in 2017. With the combined longer chase only after quantitative influence of all these developments, results, they also pay much attention New values of mobile there is a spiral effect on mobile to brand power; brand advertisers start marketing platforms for clients marketing. to put into more efforts in conversion This new context provides serious rate while the boundary between MarTech room for thought for those engaged in performance-based advertising and mobile marketing, as described below. AdTech was often mentioned several years ago. At that time, we set our eyes on ad distribution and precise targeting technology, while advertisers evaluated campaigns on app download, installation and exposure. As the advertising technology is getting mature, mobile marketing has been an inseparable part in marketing schemes. No matter what type of advertiser, agency or solution provider, all start to think deeper, changing from the evaluation of merely KPI to taking ROI into account. As for digital marketing, its demand will no longer revolve around installs. Instead, it pays more attention to

37 Content Marketing Strategies Advertisers have deeper understanding towards digital marketing across the board and they start to review the efficiency of marketing strategies by means of data. Marketing can merely attract views, demonstrations, download and installation, which does not equal real marketing values. Consequently, advertisers are prone to make further requirements, such as interactions with the brand, sales conversion and tracking users’ behaviors after download, all of which serve as indicators with further implications and efficiency. It is suggested that the most pleasant way of co-existence between brand and consumers hinges on content marketing. Content that complies UC Ads integrates the KOL resources new phone every incentive to build with the tone of the brand and highly to customise the content marketing the reputation among consumers. relevant to the information of the strategy for Huawei. Technology Seven 3C big shots have composed products can appeal to users who are celebrities including Chetan Bhawani reviews for Honor 7X, starting with really interested in the brand. While we have been invited to present on UCeleb the appearance, feeling, CPU, dual- dedicate our efforts to improving the talk, introducing the black technology, camera and full-screen, and so on; marketing conversion rate, we shall new functions and overall reviews thus the Honor 7X can no longer be also forge and consolidate the image through live chat room. Consumers overshadowed. of the brand, so as to improve the value of the brand. We provide customised content marketing solutions for brands. Meanwhile, by employing the attribute of strong traffic of We Media, we make efforts to improve the communication efficiency of the brand, in order to stimulate more interactions between the brand and consumers. watched the show through UC News, Discover Video Potential HUAWEI Content Marketing Facebook, Twitter and YouTube. [Data Source: Zenith] Campaign Celebrity effects are maximised, and brands and products get gain huge Thanks to fast internet speeds, more Beginning with the pre-launch phase, exposure. consumers are interacting with videos covering launch event and post-launch today. By using it well, video is built to sales promotion plan, UC Ads helps the Influencer marketing was also applied foster engagement, yield results like Honor 7X build reputation, ignite social in the campaign. The technology clickthroughs, shares, lead generation, buzz, enhance customer interaction, and the 3C We-Media have given the and sales. and achieve sales conversion at all phases. Launch live stream of Huawei Honor 7X in UC News was where fans of Huawei could be connected with the product release on the other side of the earth seamlessly, getting the latest information in the first place. During the live broadcast, fans interacted passionately through the bullet screen and sent gifts. The whole event was broadcast live with 300,000- plus PV, and 200,000-plus audience engagements, including comments, likes or shares.

38 MMA APAC 2017 Yearbook

platforms with more well-equipped technologies and joint efforts from advertisers. Whether it is branding strategies or content marketing, we are excited about more chances to work out more efficient and funnier mobile marketing solutions.

Dolphin Xu is Head of Sales in UC Ads India, at Alibaba Mobile Business Group. Xu is responsible for business growth and development in the region, by providing strategic client solutions. Having a strong work [Data Source: IAB] Vertical video is the new black, which background across Baidu and Tencent Yet, being exposed to overwhelming has been underestimated! Since in China before Alibaba, Xu has gained amounts of information every day, phones are being used vertically for profound understanding of the mobile marketing industry. people’s attention lasts as short as most of the time, vertical videos give only 7 seconds, similar to that of users even better experience with goldfish. The attractive and bountiful 100% viewability. demonstration of video advertisement can grab the attention of users within Big data value a short form to allow you to tell the Supported by technology, UC Ads brand story. The manifestation method generate user data in an encrypted way, caters to the 2.0 era of mobile internet which provides opportunities for us to and consumers are more prone to get understand users deeply. The nature, engaged. preferences, and other behaviors of users can be further analysed and marked. Understanding users’ needs, UC Ads locates potential users for certain product and link up both sides. The good news is that mobile marketing is becoming multi-media and measurable. The basic principle for marketers is to have a solid brand strategy in mind, and march on with the balance of branding and engaging campaigns. They can create both social buzz and long-term brand value, to nourish both reputation and final sales. Although we are confronted with more challenges, we embrace larger

39 Audio Advertising: Finding the Proverbial Needle in the Haystack

by Joanna Wong transition to digital audio platforms perceptive advertising. over time. As technology continues to Head of Business evolve, brands and marketers need to The unique ability of micro-moments Marketing, Spotify, APAC be highly attuned to their customers’ to flex to consumers’ needs makes journey, ensuring that it is relevant and it an especially powerful marketing efficient. tool, as brands reach their audience Today, consumers are constantly when they’re most engaged, with bombarded with messages from every personalised content that matches platform available on a daily basis. Engage, connect & understand: their moment. However, as marketers, we need to ask the only way forward for the question, is this truly effective? advertisers Although there is a shift, digital ads are still far from living up to their potential, Content marketing in the age of data often focuses on understanding what people are doing rather than how they are feeling. Consumer decisions rely heavily on emotions they experience too. With that in mind, it is important for advertising and marketing executives to understand the importance of the change that is happening in the industry.

The wind of change is here With today’s Generation Z defining what is mainstream, brands need to be open to change and one way of doing that is embracing the fact that we are addressing a new market, a new generation. In addition to that, brands need to be open on exploring the various platforms and modes of advertising. often interrupting the consumer’s In the advertising world, 2017 can Consumers are looking for content favourite content instead of adding be seen as a transitional year for that would complement and represent value to the experience. Brands tend publishers and platforms. Print media’s moments that are relevant in their to fall into the trap of marketing to shift to digital is nearly complete, and lives. By reaching audiences during machines, and not to the consumer it is predicted that budget allocated moments that matter to them, brands directly. Traditional methods of using to traditional media will see another can now leverage their content with a cookie to profile a shopper and huge drop this year. Keeping up with personalised messages to their user, retargeting them may be seen as the similar trend, television advertising based on the user’s state of mind. has accelerated its shift to digital, effective when compared to blind favouring premium video apps like These moments which matter to targeting. Hulu and mass-reach platforms like consumers should matter to brands Another point of consideration that Facebook, YouTube and Snapchat. too as they present a remarkable many miss out is the viewability (or opportunity for brands to connect with positioning) of their advertisement; Web publishers that don’t offer consumers on a deeper level. Unlike above or below the fold? As a rule of a differentiated experience will demographics or device IDs that are thumb, what appears at the top of the potentially lose consumer attention - often used to approximate a target page as compared to what is hidden will and associated advertisers - to scaled audience, moments reveal profound influence the consumer’s experience, platforms. And finally, radio is still early insights about consumers, giving regardless of the screen size. in its shift and is expected to ultimately brands the possibility to truly achieve

40 MMA APAC 2017 Yearbook

Personalisation must move or movie streaming in almost every $220M in ad revenue opportunity. With beyond “targeting” moment of the day. Music is five times that in mind, brands should leverage more likely to be streamed than TV or audio to reach out to their audience P&G’s Marc Pritchard has spoken movie content, working out (3.5 times when they are most engaged, coupled at length about the problems that more likely) or focusing (3 times more with the right message that matches marketers have identified about likely); with 60% of music streamers that moment in time. programmatic ad placement. Knowing listening on mobile, compared to 40% when and where to serve an ad is as of TV and movie streamers.1 It really is about reaching out to the important as who and what to serve. right people at the right moment. How are you doing that? For example, don’t ask a consumer Understanding people through to click on an ad if they are driving in music and why it matters Joanna Wong is Head of Business a car, or target a “fitness enthusiast” Savvy marketers will quickly embrace Marketing for Asia Pacific at Spotify. to fill out a form while in the middle She has worked in the entertainment the consumer shift, and audio of an intense workout. Understanding and media industry across the US, advertising will be re-imagined consumer context and mood are Europe and Asia-Pacific in a portfolio through the lens of native experiences incredibly important and increasingly of brands including Sky Germany, MTV, as opposed to terrestrial radio possible with everything becoming HBO and Canon Inc. Joanna is an MBA adaptations. Through streaming connected. According to IHS, the holder from ESADE Business School. intelligence, we build audience number of connected devices will grow experiences that fuel engagement and to 30.7 billion in 2020. trust; one way Spotify is able to do that As people increasingly consume is by understanding people through media across devices, the marketing music. landscape is shifting towards people- Understanding people through music, based marketing. Spotify-led research has become a “People-based marketing key part of our data mission. The theory behind the work: because music represents an industry shift listening is so uniquely emotional, from targeting devices to universal and, now, addressable thanks connecting with the right to streaming, it can uncover deeper insights than consumption of other people at the right time, with kinds of content like movies and TV. the right message. Rather Music as we know it is weaved into our than targeting ads to devices everyday lives. There is a song (or a playlist) to represent each moment of based on cookies, which is our lives. fraught with inadequacies, These moments can be as simple marketers can now reach as having a shower before heading people across the many to work or preparing for a night out devices they use, thanks to in town. Music reflects who we are, what we are doing, and how we are persistent identity.” - Danielle feeling in any given moment. Thanks to Lee, VP, Global Head of music streaming services, people are Partner Solutions, Spotify listening to music and amplifying these moments more than ever. According to Nielsen, 79% of audio is consumed while people are engaged What does this mean for in activities where visual media can’t brands? reach them, whether it’s hitting the Streaming opens up an entirely new set treadmill after work, or even channelling of addressable moments for marketers. your inner rock star in the shower. The music streaming ad revenue Today the priority is about having opportunity is worth $1.5 billion today, access to content, rather than owning and is expected to reach at least $7 content. For example, Spotify users billion by 2030. Audio’s unique ability spend at least 148 minutes a day to flex to consumers’ needs makes it listening to music through the Spotify an especially powerful marketing tool. platform. Music streaming is definitely The mobile moments “at work” and growing and is more prevalent than TV “working out” alone have opened up

1 Spotify and GroupM, Streaming State of Mind (2016), surveyed population includes: US, DE, UK, FR, CA, AU, SE

41 Humanising e-Payment in Indonesia by Matthew Talbot in Indonesia, and the list continues people to just tap their NFC-enabled to grow3. In late 2017, transport, device on a reader, which initiates a CEO, BBM logistics, and payments app GO-JEK charge or deducts the amount from the acquired three fintech companies, balance stored onthe secured element Electronic money, or e-money is Kartuku, Midtrans and Ruma (Mapan), in the card. increasingly popular throughout to support the expansion of its GoPay4 Southeast Asia (SEA), with most of the system. Kartuku will extend payment QR Codes banks in the region offering e-money gateways for offline payments. services. Competition among non- Midtrands will do the same for online Quick response (QR) codes are another bank e-money players is also heating payments and e-money. Mapan will popular technology for e-payments. QR up. Big names including True Money, provide peer-to-peer (P2P)lending. codes are small graphics that contain TSEL T-CASH, GrabPay, MOLPay, encrypted information. To use them for payment, consumers scan or “snap” a AEON, Alipay, and PayPal are all vying Banks for a foothold. As a result, consumers photo of the code—usually from within struggle to understand each system Banks are also getting into the mix, a payment app where they already and evaluate the value each one offers. offering card-based e-money systems have payment credentials stored. used widely for toll roads and other The payment app recognises the E-money was supposed to make transportation fees such as bus and information in the code and authorises payment easier. But in Indonesia— CommuterLine/MRT fare. Those payment. especially in large cities such include Mandiri e-money, BNI Tap as Jakarta—common electronic Cash, BRI Brizzi, BCA Flazz, Mega The benefits are simplicity and transaction methods include credit Cash, Nobu, Jakcard Bank DKI, and affordability. Vendors only need to and debit cards, e-money from banks BTN. Some banks also issue mobile provide the image on paper or a mobile and non-banking institutions, and app-based e-money such as Mandiri phone screen. Consumers only need a membership cards such as those from E-Cash, BNI Yap!, and BNI Unikqu. cheap mobile phone with a camera. QR Starbucks. To take advantage of all the codes can serve every segment of the discounts and promotions, consumers’ Indonesia’s rapidly growing fintech market. wallets are bloated with cards; their industry is also a challenge to the regulatory bodies Bank of Indonesia The main drawback of using QR codes phones are loaded with multiple apps for payment is that there must be an and SMS one-time passwords (OTPs). (BI) and the Financial Services Authority (Otoritas Jasa Keuangan, or OJK). Too online component to validate and So far, e-money has actually made much regulation hampers innovation; secure the transaction, which requires payment more complicated and less too little regulation could compromise adequate network infrastructure. convenient. It doesn’t have to be this security and consumer trust. way. Bluetooth Innovation Versus Bluetooth is widely used for connecting An Abundance of Financial Standardization devices, but it also has potential to Services Startups enable payments. CashBac5 is an As the fintech industry matures, Indonesian startup backed by Digital Indonesia is still developing its it is consistently introducing new Money Group (previously DIMO / financial technology, or fin tech, and technology and trying to find the best Sinarmas), which built a Bluetooth- the country has seen strong growth solution. based payment process. CashBac recently, as evidenced by the number offers a “cash back” incentive for of startups and investment deals. Contactless payments consumers who make purchases Venture intelligence platform CB through its mobile application, which Insights estimated that in 2017, there Contactless systems use the near-field stores credit or debit card data. With were 20 deals and 33 annual run-rate communication (NFC) standard, Sony a Bluetooth reader attached, the fintech deal activities2. Currently, there FeliCa or Java Card. Most banks listed merchants’ app deducts the purchase are over 100 fintech startups registered above use this technology. Focused on speeding transactions, NFC enables amount from a customer’s account. 2. www.dealstreetasia.com/ 3. fintech.id/ 4. id.techinasia.com/ 5. cashbac.com/

42 MMA APAC 2017 Yearbook

With all these technologies, the send money to the others with a simple What’s Upcoming from BBM regulator must create standardisation command and destination member We’re seeing exciting times ahead. so that the government can regulate name or bank account, without the As BBM grows and enriches service the system. For Indonesia, BI and need to walk to an ATM, or logging in offerings on its messaging platform, OJK are already catching up with to internet banking. And with OAuth a seamless, secure, and scalable recent innovations by working with the security in the messaging app itself, payments solution will become a key various players in the fintech industry. we can complete the transaction within part of our user experience. In the near Meanwhile, the country is still using the chat without using a single PIN future, people will be able to make existing international standards, which (personal identification number). P2P transfers to their friends and BI and OJK first applied to the existing family within BBM Messenger without payment system, and is in the process of Another use case enables charity any notification for PIN. And with initiating the National Payment Gateway recipients to show their QR code a higher threshold amount, certain (NPG or Gerbang Pembayaran Nasional to receive money from support transaction can trigger different / GPN) to create an interconnected, organisations, done while chatting security measures. interoperable ecosystem. within a mobile application. This is another example of how messaging For bus transportation, BBM apps can help humanize e-payment so Messenger users just need to open Increasing Popularity of that financial transactions can be easy the app and show their QR code to Smartphones and and fun at the same time. Messaging Apps the conductor or bus attendant to be scanned. The device will automatically Electronic payments are becoming a Security Versus Convenience- validate the QR code to the BBM DANA bigger part of our lives, but they haven’t Based Use Cases system and authorise it without a PIN. yet replaced physical wallets. In the The security measures for payments This snap-and-go interface will make it early days of e-money, the industry or financial transactions are already faster and easier to use e-payment for focused on enabling unbanked people optimal and efficient based on the low-risk transactions below IDR 5,000. to make secure payments and transfer business use cases. We have PIN, (Bus transportation fees are IDR 3,500 money to friends and relatives. password, OTPs through text message, for the general public and IDR 2,000 for students.) Now, in the age of mobile devices and OTPs with token device or application, messaging apps, we are never without OAuth System (with social media or BBM Messenger will also provide our phones, and we are in constant system), dynamic token numbers, a set of options to secure payment communication with each other. biometric scanning such as fingerprint- transactions according to users’ Knowing this behaviour, and that there enabled devices, face recognition, and preferences. Options may include are 92 million active mobile phone iris scan—all these are available now in setting a limit on transaction amounts, users6 in Indonesia, it is logical to the market and ready to use. requiring a PIN or requiring both a attach e-payment to messaging apps, Implementation for security depends biometric and a PIN. where people are already spending lots on use cases, with different measures of time. In addition, BBM DANA will also allow applied for greater ease of use and/ people to pay bills such as airtime top- For example, on a group chat, people or greater security. The aim is always up, utilities, phone subscription fees, can share money among themselves. a secured transaction with a relatively insurance, and more—all within BBM In Indonesia, arisan is quite popular. easy way to authorise it. For example, Messenger. It is a form of microfinance, a rotating when people make purchases in savings and credit association, where BBM Shopping (a feature in BBM Tips for Marketers in the people gather regularly to share money Messenger), they can make payment among group members. Current via a BBM DANA e-money account, Age of E-Payments technology supports this model, finalising the transaction with their PIN. Electronic payment isn’t just another way to accept money. Combine which is an enhanced version of P2P DANA is a joint venture between Emtek, e-payments with digital advertising e-money transfer. Regularly, members Indonesia’s largest media firm, and Ant platforms and you get new and exciting of an arisan take turns receiving the Financial, China’s biggest financial ways to connect marketing activities money from the pooled resources of services firm and parent company of with actual purchases, both online and the group. For security, the pooling Alipay. DANA, which also means ‘fund’ off. account can only be accessed by in Bahasa, is a mobile platform for two or more members of the group payment and other financial services Mobile wallet apps, for example, can simultaneously, or with approval from that aims to increase accessibility of assigned members. help marketers personalise the in-store digital financial services in Indonesia. shopping experience with location- For people who would like to transfer BBM, operated by a subsidiary of aware loyalty programs that can offer e-money to their friends and families, Emtek, will launch the payment deals on relevant products through they can do that within a group chat or platform in BBM Messenger during in push notifications. chat room itself. A member can also the first half of 2018.

6 Based on BTN Presentation on Focus Discussion Group, “TransaksiJaman Now Bye ByeTunai”, December 6th, 2017.

43 As mentioned above, messaging apps common chat applications such as that include both e-payments and BBM Messenger, where people are shopping enable consumers to buy spending their time chatting with products, sign up for membership family and friends, reading news and or place orders in just a few taps— other content, playing games, and so practically eliminating barriers to on. Integrating electronic payment purchase. with messaging apps offers both convenience and security for all As boundaries between online and kinds of monetary transactions and offline commerce blur, marketers need can increase people’s use of (and new strategies that take into account comfort with) electronic payment. new technologies and growing trends, Such an integrated approach will including people’s increasing comfort reduce the need for cash and reduce with everything mobile. Marketers have its associated costs, thus bringing an opportunity—and an obligation—to benefits to consumers, merchants, meet their customers wherever they are marketers, banks and governments. with an “omni-channel” strategy, which recognises people across channels, Matthew Talbot is chief executive from whatever device they choose to officer of BBM. Talbot brings to his use at any given moment. role more than 20 years of technology industry leadership in both startup Mobile commerce is here, and soon it and public company environments. will be essential to survival. Now is the He was earlier SVP of BlackBerry, time to dive in and incorporate digital and held a variety of senior executive advertising and e-payment into your positions at SAP, Sybase, Mobile 365, marketing activities. Mobile Internet Group, Tattersalls and Global Smartphones. His focus on Messaging Apps Humanise customers, innovation and execution has led to significant company growth E-Payment across the board. Electronic payment platforms are maturing rapidly, and integrating with

44 MMA APAC 2017 Yearbook The ‘Smart’ Playground: Why Mobile Gaming has become the No.1 Driver of Consumer Engagement in India and other SEA countries by Rohit Sharma of 42 minutes, uninterrupted, playing ѻѻ The huge scope of technological games every day. These statistics, evolution: A plethora of upcoming CEO and Founder, POKKT and many other similar data points, technologies crowd the horizons underline how mobile gaming is the of the mobile gaming ecosystem, The movie was reaching its climax. ideal space for brands to build a most notable amongst them being Yet, repeated interruptions due to user base. Furthermore, compared Virtual Reality (VR) and Augmented advertising breaks meant that gazes to all other media types, brands in Reality (AR). The huge success of kept switching from one screen to the games get 58% undivided atten- Pokémon Go is a particular case in other – the mobile, where an interesting tion according to a Millward Brown point. The unprecedented immer- game of chess was shaping up with a Study – the highest across all media sion and the level of real-world player from Ukraine. After a few minutes platforms. No wonder, then, that integration that mobile-based AR/ of trying to divide attention among both in-app brand positioning experts for VR games promise make them an the screens, the dramatic struggle on mobile games, such as POKKT, have attractive advertising avenue for TV took a backseat to the bishop that reported a significant increase in the brands worldwide. needed to be saved. Mobile had just number of brands, from startups to checkmated its more pixelated, large- leading global businesses, looking POKKT, on its part, has been enabling screened brother, and how! to explore the world of in-app brand brands to maximise their audience placement. outreach through engaging in-game From FIFA to Motocross, Need For branding and advertising. Be it native Speed to Candy Crush, mobile gaming ѻѻ Gender-neutral markets: Com- branding on the title and pause screens, has unanimously captured consumer pared to other app categories, integration of brand mascots within imagination, along with their thumbs mobile games have shown very the gaming environment, product and eyeballs. In India and South East marginal differences amongst its placement, event customisation, or Asia specifically, the popularity of users in terms of gender, with the co-branded content with gaming mobile gaming has skyrocketed at demographic split almost equally characters, POKKT offers a vast breakneck speeds; the SEA region is between male users (55%) and array of branding solutions to digital home to 396 million of an estimated female users (45%). This is thanks advertisers. The platform also enables 2.2 billion mobile gamers across the in large part to diversified gam- advertisers to engage their audiences globe. Mobile gamers comprise more ing options, which provide a vast in a completely organic manner than 50% of the total online population number of choices which cater to through rich media interstitials and in each and every SEA country. India, individual tastes and preferences. branded mini games within the larger the fastest growing large economy in Additionally, since mobile gamers gaming environment. the world, takes the pole position here can be easily profiled based on the as well, with gamers accounting for a kind of games they like to play, busi- Boosting engagement: Boost’s whopping 236 million of its 461 million nesses can develop micro-targeted Play A Bigger Game case study strong netizen population. advertising strategies that can be used to reach out to their preferred Take, for instance, what POKKT did The game within the game: demographic more effectively. for Boost, a leading health food drinks brand, in 2017 for its Play A Bigger What’s in store for businesses ѻѻ Relaxed mood, undivided attention: Game campaign. Wanting to connect in mobile gaming? Compared to 43% for TV view- the campaign’s core proposition with ers and 68% for general internet The mobile gaming world presents its TG of young children between the users, user engagement percent certain interesting scenarios that ages of 8 and 14 years, Boost decided for mobile gamers is reported at an can be of great benefit for modern to pursue a bold strategy by moving astonishing 97%. Interestingly, in businesses looking to increase their beyond the traditional TVC format. the battle for consumer eyeballs, TV customer engagement figures. Here It created a first-of-its-kind series of has steadily lost ground to mobile are a few ways that mobile gaming can three long-form branded videos in games as the preferred medium; benefit advertisers: partnership with ace cricketer Virat mobile users have reported a Kohli to engage its audience with the ѻѻ Mass is in mobile: Mobile games are 48% frequency of playing on their brand on a digital platform. Gaming the No.1 downloaded app category phones while watching TV. Also, was identified as the perfect medium on iOS and Android platforms and 59% gamers have reported feeling to reach out to these young consumers account for 50% of the USD 90 billion relaxed while playing games, with through targeted video advertisements. global gaming market. The sector is high levels of focus, excitement, estimated to grow at a CAGR of 48% and immersion. All this contributes The challenge for POKKT was in in South East Asia till 2020. Users to higher positive responses to uncovering which devices children are estimated to spend an average in-app call-to-actions. were using to access the internet, as

45 most children either use an adult’s ID to the completion of a level or when the ѻѻ Identify the IP that connects with access services online or masquerade player loses a life. This innovative your core TG. The end-goal for as a grown-up themselves. This approach elevates the engagement any marketing campaign is to problem was addressed by establishing between a brand and its consumers, engage with the target audience contextual relevance through POKKT’s leading to better ad performance and and raise brand visibility, recall, and proprietary technology, which tagged higher returns on investment. mindshare amongst them. Under- standing what kind of games your mobile device IDs for users accessing POKKT’s Dettol campaign is a prime end-users are playing can help you kids-related gaming content. A twin example of how rewarded video layer of analytics and smart data ads can be used to drive brand create campaigns that can engage was then deployed to analyse the engagement on gaming apps. Dettol with them when they are immersed online user behavior and zero in on wanted to inculcate the importance of in the gameplay. Boost’s core TG. A Machine Learning hygiene from a young age and educate ѻѻ Find that right balance between Classification Algorithm was also used children about how its products can static and dynamic advertisements. to monitor repeat content consumption help in fighting germs throughout the Static ads still have high click- behavior in real-time, post which the day. POKKT did this by integrating through ratios (CTRs), but cannot be ratified device IDs were mapped to Dettol products in the Chhota Bheem modified without a full-blown update audience platforms like Personagraph, mobile game. By tapping Dettol soap in of the gaming app. Dynamic ads can Lotame, and Mobilewalla. Chhota Bheem, users activated a bath in-game with the brand jingle playing be easily updated, flexible, and more POKKT also helped in the sequential in the background. With every bath, visible, which make them useful to rollout of the three mobile videos. The users collected surprise gifts from contextually target users in-game. first video was launched to build reach the mystery box. Rewarded videos with the target audience. The second and interstitials were also deployed ѻѻ Work with solutions providers who video had a two-fold objective: to strategically throughout the game actually understand in-game ads. The success of in-game advertis- continue engagement with users who to allow users to earn an extra life ing depends a lot on how well the had watched the first video, as well as by watching a Dettol video ad. The ads are placed, how well they are to reach out to those users who had not. entire campaign garnered over 20 designed, and how unobtrusive The final video in the series was aimed million brand views across 4.5 million they are. Working with players at engaging users who had watched sessions. The brand jingle was played who understand the nitty-gritty of either one or both of the previously 2.8 million times during the campaign, in-game advertising and have released videos. A gap of 7-10 days while the video ad was watched in-depth expertise in the domain between each phase ensured that all approximately 285,000 times. will increase your chances of driv- videos got sufficient end-user visibility. The recent results delivered by ing a successful brand campaign. POKKT for other leading brands such The campaign was a major success, as Patanjali are indicative of how Rohit Sharma is the CEO & Founder reaching out to more than 6 million such in-game branding can enable of POKKT, a leading mobile video unique users and registering over 29 superior performance for digital ad platform in India and Southeast million impressions. It also garnered brand campaigns. Given the growing Asia. He was earlier CEO of Digital more than 18 million video views, out of popularity of mobile-based gaming in Businesses, Reliance ADA Group, which 10 million views were completed. the region, as well the success that where he launched Zapak.com (causal The Nielsen ADE study mounted on the innovative in-game ads are garnering, gaming portal) and Jump Games campaign highlighted a 7% lift amongst the writing on the wall seems clear: (mobile games platform). Prior to this, respondents who would consider when it comes to digital advertising for Rohit was part of the founding team at using or buying Boost, along with a brands in South East Asian markets, it Times Internet, part of the The Times high ad recall (86%) and strong brand is definitely game on! of India Group. He has also worked with Cyber Media India. Rohit is a registration (62%). Keeping in mind that Tips for brand advertisers Physics Graduate from Delhi University the length of these videos was between and has completed his management 90 and 110 seconds, these engagement looking to leverage in-game degree from Lancaster University. figures were quite spectacular. The advertising as an engagement South India-focused campaign also strategy helped Boost touch a regional market share of 28.4% in May ’17– its highest There are around two billion mobile ever in the region! gamers in the world today, and this demographic is split evenly across Rewarded video ads, and how metrics such as age, gender, job profile, and household income. This makes POKKT uses them to drive in-game advertising an extremely engagement engaging and highly lucrative medium Furthermore, with rewarded video for reaching out to your target ads, POKKT actually incentivises consumers. So if you are looking to users to proactively interact with integrate in-game advertising into your branded content during natural ‘breaks’ brand marketing operations, here are between gaming sessions, such as some expert tips for you to follow:

46 APAC 2017

PART 3

FROM SENSE-MAKING TO STRATEGY Business Agility through the AI Prism by Vikram Rao Each day, more and more industries enterprises add that personal touch are turning to artificial intelligence for to each interaction with their million CEO, Crayon Data fresh solutions. customers? With a little help from artificial intelligence, of course. For years, a world where human beings The recent years have seen a sharp increase in cognitive-level tasks being coexisted with intelligent machines The new decision maker: C.AI was the perfect setting for a great sci- performed by AI. Robots are being fi movie. We’ve all enjoyed films like designed to complete jobs, which The reality of artificial intelligence Chris Columbus’s Bicentennial Man would normally require human thinking imitating human intelligence is here. and Spike Jonze’s Her. They depict capabilities. Not only are they ‘manning’ AI has already surpassed humans in artificially intelligent robots capable the factories, but they are also driving cognitive thinking skills and decision- of cognitive thought and action. Who cars, providing health care and disaster making capabilities. Websites like can express emotions as well? While relief services, and serving as security Amazon and Netflix and Google have the idea of robots falling in love seems forces. And there’s no denying it: they been using AI to help identify the romantic, it still is a little far-fetched. seem to be doing a better job than we personal preferences of people in did. their gigantic consumer base, and subsequently filter out irrelevant But think about it. If there are more When AI moves out of content or choices. So, in the case of robots doing our jobs, then what will screenplay Netflix, consumers can receive their humans do? With AI research and favourite movie recommendations Constant innovation and years of development progressing, questions of instantly. research have laid the foundation for human employment have made many daring ideas and possibilities. If you people wary. A study conducted last However, Netflix, Amazon and Google look around, reality today is beginning year by research firm Gartner reveals are online websites who engage to resemble a sci-fi movie. The that nearly 1.8 million jobs will be their consumers digitally and provide futuristic world of Her, no longer seems eliminated by 2020. However, they also personal experiences based on their like a figment of a writer’s imagination. predict that 2.3 million new jobs will be consumers’ preferences and online The world has opened up to the idea created by then as well. Clearly, the fear history. Traditional enterprises like of living alongside robots. Remember of unemployment can no longer serve banks, hotels, airlines and retail stores Sophia, the android built by Hanson as a hurdle to the advancement of AI. do not conventionally interact with Robotics? She created headlines last their consumers on a digital plane, and year by being granted the first robot therefore, are quite disconnected from citizenship by the government of Saudi The shift: from a physical plane the preferences of their customers. Arabia. And she continues to ruffle to a digital landscape feathers with her bitingly sarcastic The entire thread of human existence For example, take Anna, a banker. comments and unsettling jokes. has shifted. Every field of profession has She is faced with the challenge of providing relevant banking solutions to Witty robots aside, where is the future opened avenues for AI to integrate with her customers. But she does not have of artificial intelligence taking us? human lives. But with the automation of life came the loss of human touch. the necessary systems, capabilities or And with the loss of human touch technology to do so. It’s no surprise A threat or boost to human came the loss of customization. Goods that she finds it difficult to provide capability? and services were being churned out at customised services. The result? Her bank’s customers are being spammed The idea of robots and AI replacing a phenomenal pace. People wanted by irrelevant messages. humans for physical labour is not more, and the focus point of business new. From the very beginning of became quantity rather than quality. To help bridge that gap, AI-led big our existence, we have looked for These automated machines have a data companies like Crayon Data ways to reduce our involvement in great capacity for work. Plus, they don’t are powering these enterprises with mundane tasks. Factories have already tire out! products that feed off a massive TM replaced most of their workforce with However, the tides have begun to TasteGraph , our moving, breathing automated thinking machines. Goods turn once again. Consumers today map of the world’s lifestyle tastes. are manufactured in bulk, and the risk are looking for more relevant and Crayon also helps banks, airlines of human error has decreased, making personalized products and services and hotels create personal digital processes more efficient. than ever before. But how do storefronts and experiences for each

48 MMA APAC 2017 Yearbook

of their millions of customers so that time of mobile marketers so they can While a few other cognitive platforms they can #GetPersonal with their focus on more creative and strategic are developing and providing security customers. projects. services that are AI based, very few seem to fully comprehend it or use it to its full potential. But we’re at the tip of the ice-berg. The coming months and years will reveal what AI driven cybersecurity is capable of.

Creativity, no longer just a human forte With the rapidly decreasing involvement of humans in day-to-day living, mankind can turn its attention to more creative pursuits. In the perpetual debate of the relevance of humans in the vast workings of the universe, there was one argument that did play out in our favour -- that was the belief that mankind could create art. It now seems that even the privilege of artistic expression, does not solely belong to humans anymore. The little AI in our pockets Security against an invisible enemy AI is being used in the production of art, But how are enterprises going to reach music, film and literature. Cognitive their consumers with personalised Digitisation of the world has not only platforms such Wibbitz and IBM experiences? Through the one thing shifted life from a real and tangible Watson have managed to generate they cannot live without: their smart environment to a virtual one, it has also video content automatically using AI. phones. Mobile marketing is now the translated some of the same issues In 2016, the first ever AI-created movie most accessible form of marketing, we face in real life to the digital world trailer was generated for Morgan, a and AI helps mobile marketers provide as well. Data is stored digitally, by horror movie by 20th Century Fox. more relevant and personalized virtually every individual, organisation advertising to their consumers. Data and country. With the sheer amount Similar programs have been developed is the new currency of marketing, and of information that is present online, to analyse art, music and literature from AI helps marketers wield the power of the setting is unfortunately ripe for a creative angle. Their capabilities also that data. organised crime as well. extend to creating their own paintings, songs and stories! Let that sink in. The Moreover, consumer data is subject to With crime comes the threat of very skills which we define as ‘human’ constant change. These changes can cyber warfare. To counter this silent have been mastered by non-human, be attributed to shifting trends, global and invisible threat, countries and non-biological beings. events, market demand or simply international organizations are changes in a customer’s taste. It would investing heavily in AI to safe-guard In the ‘AI’ of the innovation be extremely difficult for a person to data. However, the concept of artificial constantly keep track of these changes. intelligence in aiding and improving storm However, quick-learning algorithms cybersecurity is still relatively new. In his comments on the topic on Edge. can constantly monitor and track real- For now, there is a general consensus org, Elon Musk states: “The pace of time updates, and help enterprises be that AI cannot completely replace progress in artificial intelligence is on top of their game. cybersecurity personnel. The role of incredibly fast. Unless you have a direct AI also provides a huge advantage AI is, in fact, to identify and combat exposure to groups like Deepmind, you while interacting with consumers. threats more efficiently and accurately. have no idea how fast - it is growing at Many apps and websites have a pace close to exponential.” (These In 2016, a team from MIT, developed comments were later deleted.) employed chatbots that automatically an AI platform, called AI2. The platform engage with consumers via messaging was able to detect nearly 85% of The on-going debate on the apps. They use in-house databases external cyber threats. AI2constantly advancements in AI is based on one and stored consumer information to monitors data points and flags question - mankind’s ability to control directly interact with customers. AI not anything suspicious. It is then up and utilize artificial intelligence to only answers enquiries but can also to cybersecurity personnel to take its full potential, without any dire assist customers in purchases. This suitable action in response to the consequences. There are mixed helps marketers keep track of relevant alerts. opinions on the necessity, and possible conversations, thereby freeing up the

49 world domination of artificially and development of AI will leave no intelligent beings. But there is no expiry innovation stone unturned. The long date for the fascination in imitating and winding journey of Sophia and human intelligence. the rest of robot-kind has only just begun. The onus is on us humans, as Controversy aside, the fact remains that businesses and individuals, to keep up AI has woven its way into each aspect - or be left behind. of our lives, not just in bits and bytes. We’re already halfway into the new Vikram Rao is the CEO of Crayon Data. year, and advancements in artificial He has worked in large corporates intelligence are hurtling towards all such as IBM, Motorola, and AGT as sorts of possibilities. The fact is that well as startups like Redpill and Silver AI researchers and developers are just Ridge. His domain experience spans chipping away at the tip of the iceberg marketing technologies, telecom, of discovery, and there isn’t any end smart cities, big data analytics and in sight to the possibilities yet to be the Internet of Things (IoT). His deep explored. understanding of the Asian customer is especially pertinent across consumer, Whether one agrees that Alexa’s baby enterprise and government segments laugh is creepy or believes that Siri in the region. has good taste in music, the research

50 MMA APAC 2017 Yearbook

Marketing in the Age of Disruption by Nguyen Anh Tuan Today, consumers interact with a piece group argues that as publishers hold of content across screens, devices technological platforms, they should Managing Director, and moments. It calls for a coming be innovation enablers. Even if it makes Adtima – Zalo Group together of strategists with a grasp sense at some level, technology could of consumer behavior, creative minds, not be the answer before the right Let’s face it, as a society we are more and innovation to craft digital products questions could be addressed. for an omni-channel experience. In the connected than ever before. Around What is the problem we are trying to 64 million people have access to battle of winning customer’s attention amid the sea of content, they need to solve? How can publishers detect that the internet in Vietnam and more without brands? Thus the remaining than 70 million people use mobile, combine the right business strategy with marketing direction. group believes that brands, as accounting for 67 percent and 73 advertisers, should steer the wheel of percent of the total population of innovation because they know what Vietnam respectively[1]. Around 94% What is “the right business they are looking for, who they want to of Vietnamese users access the strategy” in the age of talk to, and what they want to say. internet daily, providing an ample disruption? opportunity for internet companies in Vietnam to grow their customer Execution is the new strategy. The In our opinion, no one is absolutely base[2]. era where trends lasted for a season or so is over. Now we are living in a correct in this situation. The team that Zalo, for instance, has grown to be globalized world where trends could works best would be a corporation with the most widely-used messaging app change in a month or even a day. In all three pillars. By putting everyone’s in Vietnam with more than 80 million the world that values quick action, strengths on the table and challenging subscribers in less than six years[3]. long term strategies have lost their each other, they construct a triangle to The amount of content consumed is purpose. If companies try to stick quickly respond to trends, delivering also on the rise, since Vietnamese with business strategies that are unexpected and thrilling moments to internet users spend on average traditionally planned in one-year or capture customer mindshare. seven hours per day to update news standardized three-year timeframes, and look for content online[4].This is they not only miss the chance to How should marketing strategy not a surprising number as within be the disruptor but could become be planned? Adtima’s ecosystem alone, Zing the disrupted because things are News and Baomoi each have more changing so rapidly in the digital The most important part of marketing than 80 million visits every month[5]. space over the course of those time strategy in the age of disruption is that Every day, more than 12 million users frames. it needs to include both broad guidance come to Zing MP3 for entertainment of where the company is heading and purposes[6]. To thrive and lead trends, businesses the ability to pivot over the course should only use business strategies of time. Taking advantage of the new This, however, does not mean that to define their North Star while possibilities enabled by digital requires it is easier for brands operating in working backwards on taking steps. incumbents’ marketing organizations to Vietnam to carry out advertising Strategic dialogues, on the other become much leaner and move towards efforts. Instead, companies have hand, have to be embedded over action faster. to work harder to connect with the year, onsite and offsite. Bringing their target audiences through them to the discussing table To optimize for speed, all the compelling storytelling using all sorts regularly keeps companies on top stakeholders need to be involved and of content, from written words to video, of the latest trends and leverages aligned. In other words, marketing audio and music. It is also critical to relevant data, enabling innovation to strategy has to become agile, produce relevant content aligned happen. incorporating not only the marketing with ongoing events in society. department but also teams from legal However, who should be the one department, IT, advertising agencies and With growing dominance of mobile paving the way for innovation in the technology partners. in Vietnamese people’s lives, most advertising industry? There has been businesses also want to leverage a heated debate around this topic. Tom Freston, the founder of MTV the mobile medium to engage with Some attribute the role to advertising channel, used to say that innovation is users. But it is not that simple either. agencies due to their expertise. Another taking two things that already exist and

51 putting them together in a new way. The their brands were viewed more than 150 campaign for Coca-Cola 360 Degree million times, which helped strengthen Wishes that was launched during the Tet their brand in the mass market over a holiday season of 2017 is a fair reflection short period of time[7]. of that saying. Based on two traditional demands including “ignite exciting All in all, just as evolution is survival feeling” and “give wishes to loved ones of the fittest, brands that want to when a new year comes,” Coca-Cola thrive in a fast-changing world need to partnered with Zalo to enable teens constantly follow trends, acclimatize to be participants in leading this new to disruptive innovation, and utilize the beginning. new reality to their best advantage. We offered a mobile 360-degree References: interactive platform where teens could [1] create a personal version of 360-degree “Asian Internet Statistics”, wishes delivered straight to their loved Internet World Stats, 2017 ones. In return, teens would immediately Dec 31

receive Coca-Cola’s wishes including a [2] complimentary surprise of Coke ‘lucky Google Consumer Barometer, money.’ The campaign was quickly 2018 Jan adopted by famous influencers, largely [3] Adtima Data Center, 2018 Feb contributing to maximize the exciting theme of a better new year. At the end [4] “Survey of Internet Users of the campaign, it successfully reached aged 16-64”, Global Webindex 99 percent of Vietnamese teens on Q2&Q3, 2017 mobile. The result was more than 36,000 participants and 103,000 wishes [5] [6] [7]Adtima Data Center, 2018 Feb generated. As a result, brand love score was increased by 0.66 points while volume share in the sparking category Nguyen Anh Tuan is Managing increased by 3.1 points. Director, Adtima – Zalo Group.He has consulted and developed platforms But sometimes, innovation could be the for many online newspapers, as well result of making the right decision at the as created digital products attracting right time to leverage quick responses millions of users. He was Co-founder of the partners. An interesting example and CEO of ePi Technologies, a leading of this case was how fast brands in news and media company in Vietnam Vietnam leveraged Zing News platform with successful investment from IDG Ventures. In his current role, he has to attach their brand with the rising taken Zalo from the No.1 messaging fame of U23 Vietnam in the beginning application in Vietnam to become a of the year 2018. After realizing that the bridge between businesses and mobile whole nation was fully focused on AFC users. Desire to conquer hardship U23 Championship 2018, Zing News in groundbreaking fields is the true sent a group of experienced journalists motivation for Tuan and his team. to China to follow the national football team every step of the way. Not only did their works fully capture emotional moments of football matches and supporters, but they also offered brands golden opportunities to create strong emotional connections with mass audiences. Associating their brands with every article, event and activity related to U23 Vietnam, Clear Men, Vietnamobile and Wake-up 24 are perfect examples of how to ride trends and make their brands catch on. Over the course of just five days around the final match, their brands were exposed to more than 11 million views on Zing News platform. In the whole campaign,

52 MMA APAC 2017 Yearbook

Mobile First or Mobile Only: “That is the question” by Joe Nguyen So unless you are an online mobile All other campaigns… gaming app developer or if your So you do not have a killer activation Senior Vice President, Asia campaign is part of a larger branding strategy and your product is not mobile campaign, you will likely need to look Pacific, comScore, Inc. only, then what? Mobile still remains beyond Mobile Only – if you had the a large chunk of media consumption budget. While this question for marketers is for consumers – in some places more not as existential for them as it was Mobile First than others. So mobile advertising for Hamlet, it is a question that can could be a large part of the overall keep them up at night as well as their Having Mobile as part of the marketing media budget. It should work along agencies. There is no simple answer as plan is a no-brainer. Mobile is now an with TV, print, radio, outdoor or display this is dependent on the market, on the essential part of any media strategy – or whatever combination that is right product, on the campaign strategy, and and should be in every media plan. for the campaign and the budget. How on the budget. So what does a Mobile First strategy much should go towards mobile, again, mean? It means Mobile as a primary depends on the market, the consumer Mobile Only core part of the marketing strategy. target for the product, and the strategy. It means putting considerations of It would seem like a market like India creative design, messaging, and media That opens up another can of worms… and Indonesia would be obvious with Mobile instead of other platforms where are all the media strategies? markets for a Mobile Only strategy as – before TV, Print, Radio or PC. Why What happened to good plans coming mobile makes up about 90% of the would you do this? from Strat Planners? Where are the digital population, and only a fraction Strat Planners? of those mobile users would also have Mobile has been shown to be the ideal a computer. So one could make an platform for activation: that is, getting But that is another article for another argument that there would be no need the consumer to respond to a brand’s time… to look at desktop advertising. But this message directly and instantly. These could be a big mistake. days, people with smartphones always Joe Nguyen is Senior Vice President, have their mobiles with them – from Asia Pacific at comScore. He has more For example, a mobile manufacturer the time they wake up until them time than 20 years of experience in the may say that they just want to target they put the phone next to their beds to online analytics and media industries. He was earlier the Southeast Asia existing mobile users who will upgrade charge while they sleep. to the latest smartphone they offer, regional manager for Omniture, and so why not go Mobile Only? But then, So a Mobile First strategy means you director of global e-commerce at Millennium & Copthorne Hotels. Joe the campaign would be missing the want to activate the consumer – with coupons, games, promotions, store holds a BSE degree in Mechanical 10% who are currently PC only users Engineering from Princeton University. visits, and so on – as a main KPI for and would be more likely to get a He was born in Vietnam and emigrated the campaign. You need to have a smartphone. Then again, in India to the US after spending a year in a and Indonesia, there are very large good activation mechanism that is Malaysian refugee camp. segments of the population that are still compelling. Then the rest of the media using feature phones and may want to placements should have creatives that upgrade. So a Mobile Only campaign push the consumer to do whatever it is would not reach them, because we that you want them to do – and using typically mean smartphones when we their mobile phones to do it. say mobile advertising. It would be silly to have them clip Is there a case where Mobile Only coupons, or mail something to you, or would be a good strategy? Perhaps… if call a number (yes, that is on a mobile you are Uber or Grab and your services too). Indeed, much of “call toll free” are only available to book on apps, you direct response campaigns have been can make a case for this. However, replaced by the interactive internet these services compete with each over the years. This media placement other as well as normal taxi services can of course be on mobile advertising so they need to create share of mind inventory which seems natural, but with consumers when and where they for the same reason as not having a need the service so an offline branding Mobile Only strategy, you want to make strategy can be key. sure you have reach and share of mind.

53 Mobile Coupons: Redefining Customer Loyalty by Bill Scott is mobile marketing. The fact that Leveraging Customer Data to smartphone users in the United States Get the Offer Right SVP International, Vibes are spending on average about three hours a day on their devices indicates If you’ve got a CRM or ecommerce The name of the loyalty game has that this is the platform we need to be platform already, you’re armed with the changed over the years. No longer reaching them on. tools you need to dive into customer can brands compete by simply selling data and use it to shape the mobile products at the lowest price. They now There are a variety of channels to use to coupons you offer. need to demonstrate that they — gasp communicate with consumers through And here’s the secret to the success — actually care about their customers. mobile, including push notifications, SMS and MMS, mobile apps, mobile of 1:1 mobile marketing: it doesn’t Consumers are rapidly discovering wallet, and mobile coupons. While all actually require you invest time in the power they hold to influence (together or individually) have proven custom crafting offers for every single how brands interact with them: 79% effective at converting subscribers to customer. You can set up parameters of US consumers want brands to customers, we will focus on mobile in your mobile marketing software for demonstrate that they care about them coupons in this article. groups of customers with particular before they will buy from them. behaviors and send them offers geared Mobile coupons have very nearly toward their interests. What that means for brands is that obliterated paper coupons: 123 simply throwing out identical coupons million adults in the US will use mobile For example: and offers to all customers no longer coupons this year. As brands tweak ѻѻ Customers who haven’t made a pur- works. Customers aren’t cookie-cutter, their strategies to better provide chase in six months get a “We miss so our approach to reaching them what consumers want from mobile you” 30% off deal shouldn’t be either. coupons, that number will skyrocket even more. ѻѻ Shoppers who left an item in their carts receive 20% off that item So What DOES Work? Shoppers can sign up to receive Personalisation. mobile coupons via text message, ѻѻ Customers who bought [Product X] We’ve evolved light years in terms of the through a mobile wallet profile, get suggestions for related items at data we now have access to on what through the retailer’s mobile app, or by a discount. our customers are doing and what they email. Retailers can then send push Because these coupons are more want. That’s why personalisation has notifications alerting shoppers of an specific to a group of shoppers and become such a buzzword in marketing. offer to create a sense of urgency and their behavior, redemption will be Marketers now have the ability to see get them to redeem it faster. higher than it would be if you offered which pages of their website shoppers One reason mobile coupons are popular everyone the same deal. visited, which offers they clicked on, is that they can be personalised. Sure, and which coupons they redeemed. everyone can receive 15% off of a Why Mobile Wallet is a Channel With this information, we are on a new purchase, but what happens when a to Watch frontier: 1:1 marketing...at scale. shopper who bought a red jacket from your store last week is given 25% off of Because mobile wallet is an easy way Leveraging rich customer data and a matching blouse? to get coupons in front of customers, tools like mobile marketing, brands can it’s a great place to start with your now customise the offers they present She feels like your brand is paying mobile marketing. Rather than having to individual consumers...and those attention to her in a positive way, and to design your own mobile app, you offers need not be identical. she appreciates that you’ve made can leverage the number of people who a suggestion that fits her style. She already use either Google Pay or Apple Personalisation Through redeems the coupon and makes plans Pay and get them to add their loyalty to shop with you again soon. program account to their wallet. Mobile Marketing That’s the power of personalisation. Mobile wallet use is skyrocketing One avenue that’s particularly When you actually pay attention to worldwide, but particularly in China: interesting when it comes to this customers individually, you have the 76% of metro Chinese consumers new philosophy of marketing to potential to maximise customer loyalty use or are interested in using mobile individuals rather than the whole exponentially. wallets (in the US, the number is 36%).

54 MMA APAC 2017 Yearbook

If they’re not already loyalty members, With the rise of mobile technology, you can easily update them to see mobile wallet makes it super simple we’ve seen retailers be able to ditch more redemption. to become one at the point of sale. the plastic loyalty cards in favor of Because their information is already consumers saving their loyalty data in There’s plenty of room for growth in in the mobile wallet, they can join your those mobile wallets. Shoppers can tap the mobile coupon space. As brands program with the tap of their phone to their phones to the payment terminal to find innovative ways to engage the payment terminal in just seconds. pull up their loyalty program account, consumers with their personalised accrue points, and redeem rewards. offers, consumers will, naturally, Once they have a profile with your brand gravitate toward brands that have the in their wallet, you can then send push For retailers, they get in-real-time data best offers and the easiest methods notifications with mobile coupons and on loyalty members, and can push out of redemption. Make sure your brand offers. Once they add an offer to their special offers to them not available is one that’s on top of personalising wallet, you’re there until they delete it. to other shoppers. Brands are getting offers to make consumers eager to You can send alerts when the offer is competitive in offering more financial take advantage of them. about to expire, and you can update the incentive, physical prizes, and special offer to something new. offers in an effort to win loyalty away Bill Scott, SVP, International Sales at from the competition. Vibes, has almost 20 years of mobile Being inside that mobile wallet gives industry experience. He has had you great insight. How many people executive roles at Infospace, Critical redeemed that offer within 24 hours? Getting Started with Mobile Path, Openwave, and Getjar. Bill has Which offers were less popular? Which Coupons spent most of his career in Asia, saw phenomenal redemption? All of If mobile coupons make sense for Europe, and Latin America. He holds a BA from Amherst College and an MBA this data helps you shape future mobile your brand, make them a part of this from Harvard University. coupon campaigns to maximise year’s marketing strategy. Partner with redemption. a company that specialises in mobile And mobile wallets don’t stop with coupons to determine which delivery coupons and payment features, though channel is best for your brand’s needs. those are the primary focuses in the It may take some tweaking to find your West. The two largest mobile wallet rhythm with mobile coupons. Pay close apps in Asia, Alipay and WeChat, offer attention to which offers get redeemed, a variety of other features, including how quickly subscribers redeem them, transportation and travel booking, and where they’re redeeming them group purchases, and food delivery. (online or in store). If you use push notifications, be observant about the Now Let’s Talk Loyalty frequency of notifications you can Loyalty programs have been around for, send before people get annoyed and some argue, over 100 years, and their either don’t open them or opt out of popularity has only increased. In fact, them. Your goal should always be on 77% of US consumers participate in maximising value to your customers, not retail loyalty programs, most of whom bombarding them with too many offers. are members of multiple programs. The wonderful thing about mobile But today’s loyalty program is not the marketing is how easy it is to make same as it was even a few years ago. changes to improve results. So if you keep an eye on response to your offers,

55 Passion on Steroids: Building Brands by Leveraging the Power of Stories and Engaged Audiences by Ajit Mohan where and how to watch the stories form content and user-generated they are really passionate about. videos, it is pretty clear that in a world Founding CEO, HotStar with access to unlimited affordable Driven by these platforms, the mobile data, users would prefer to watch well- India has seen an explosion in access is increasingly becoming the primary crafted stories, whether TV shows, to affordable data on the mobile in screen for a large part of the country movies, sports, or news. the last three years. Over 250 million even for stories that traditionally were users now have access to high quality the mainstay of linear, broadcast mobile broadband compared to around television. While the early stages of Fig.1: Mobile is the screen of choice for 100 million just two years ago. But mobile video were dominated by short- many the biggest change has been how consumers are responding to this surge in data. Three years ago, most new data users would start with messaging, do text search, move on to social platforms, and a few brave ones would watch video on the mobile network. This pyramid has been completely inverted. In a world that does not fear data charges, video is very often the first port of call for new data users, acting as a powerful trigger to light up smartphones and data connections. A new generation is emerging in India who take for granted round-the-clock access to the best stories. These are users who know that they can watch the best shows from around the world at the same time as the world (and sometimes way ahead of most of the world); who do not worry about being forced to skip their team’s weekend football games because they are not at home in front of their television; and who have the implicit faith that all breaking news will reach them without any effort on their part. This dramatic shift in behaviour has been led by the introduction of streaming platforms that focus on high-quality long-form content, beginning with the launch of Hotstar in early 2015. Enabled by the growth of smartphones and a rapid decline in data costs, OTT platforms are transitioning the action on long-form storytelling to the mobile -- and with it, giving users complete control on when,

56 MMA APAC 2017 Yearbook

For marketers, even those already savvy understanding of audiences and the the specific strengths and weaknesses with the craft of leveraging mobile to possibility of precision in targeting of individual platforms rather than the market their brands, the emergence of consumers of interest to them. For a preferred framework of thoughtful a world that marries the best of classic generation of marketers who grew up marketers. television and the new mobile presents with television, this was an exciting them with exciting new vistas. new world. The future mobile platform will bring these disparate worlds together. At This transformation is marked by three However, what is now clear is that as Hotstar, for example, this summer, we attributes that stand out for marketers. much as the new world came with introduced a mid roll ad that has an the ability to deploy money efficiently interactive carousel with a call to action Scale. Marketers are used to solving and to reach audiences specifically, it from the advertiser. We have introduced for scale on television and looking at came with the big trade-off of reduced a new game that users can play while mobile for incremental reach or to drive engagement and scattered attention. watching a live game that also allows experiments or build services that are There is a reason that most of the participation from brands that are both fundamentally digital in nature. Their iconic brands of today were built on advertisers as well as reward partners view of the mobile has been shaped television. Deeply immersed in the on the game. It no longer makes sense by their own experiences in the last stories on television, consumers to fragment the marketing funnel. decade where mobile platforms have were engaged and paying attention. Bringing it all together represents one been able to deliver meaningful reach As much as knowing the audience of the most compelling opportunities only over an extended period but never is power, it matters only if those on the mobile. in a short time frame. precisely targeted audiences are This framework of leveraging the paying attention as well! mobile no longer holds. During the On Hotstar, for example, 96 percent opening week of the VIVO Indian of watch time comes from videos Premier League cricket championship longer than 20 minutes and usually on Hotstar, for example, more than devoured in a single session. Premium 40 million users watched the match streaming platforms that carry curated, every day. On an average, 4 million long-form stories see purposeful, users were watching the match at attentive consumption. For the first exactly the same time. The peak to time, such streaming platforms have date is 5.5 million simultaneous users. the power to marry the engagement of At this scale, the mobile can become broadcast television with the audience the medium around which to craft understanding and precision targeting the primary marketing plan. Numbers delivered by the first generation of like these also undermine the story of mobile platforms. fragmentation in media, which accepts that scale in communication can only Solving for the whole funnel. The first be delivered by leveraging multiple generation of mobile marketing was destinations, platforms and content characterised by an artificial separation associations. between initiatives that focused on

Fig.3: The new carousel mid roll with call to action

Fig.2: Mobile platforms can now reach massive scale building the brand (top of the marketing Attention. In moving from television funnel) and those that focused on to the mobile, marketers were excited closing the sale (bottom of the funnel). about the dramatically enhanced In many ways, this separation reflected

57 This is the exciting future of mobile non-gaming app in the world. It is one marketing. Driven by real stories. of the few video apps in the world to One where marketers can reach large cross 100 million downloads globally audiences quickly and deliver their on the Google Play Store. It was named marketing objectives comprehensively, among the most popular apps of 2017 on both platforms. Hotstar is used by without fragmenting their energy, more than 100 million users a month their efforts and their investments in India. across multiple platforms. And one with more opportunities to tango with engaged consumers and with more consciousness and understanding of their customers than ever before. This is the future we are excited to shape.

Ajit Mohan is the founding CEO of Hotstar. He was President at Star India and is a graduate of the Wharton School, Johns Hopkins University and NTU. Hotstar still remains one of the few streaming services in the world that bring together new local and international TV shows, movie premieres, live sports and news all on the same platform. Its launch in 2015 busted the myth that India was not Fig.4: Watch’NPlay, a new game that allows ready for online video. The app crossed users to play a game while watching video 10 million downloads in just over a and allows brand participation month, the fastest launch for any new

58 MMA APAC 2017 Yearbook

The Fall of the Walled Gardens? The Disruptive Rise of Blockchain in Marketing by Kimble Ngo transparency, increase in productivity, because of the lack of transparency and reduction in bad actors. This has of exchanges between the buy and Advisor, AmBlockchain been described effectively in videos by sell side, and plenty of unscrupulous experts such as Dan Tapscott. publishers who do not play fair. The What if the walled gardens fell? process is so opaque, that often Blockchain is a buzzword across So what does it mean for the media advertisers over pay (inflated costs) and almost all industries. It is touted that industry? Simply put, this will change do not know the quality of what they are anything that touches data can be how advertising works. The big winners paying (fake views or misrepresented improved with blockchain. Blockchain will be advertisers and consumers. views). Bot traffic, which makes up a is considered immutable, distributed, Those who stand to lose the most are huge chunk of this problem, could have reliable, trustless, and a gamechanger. the exchanges and intermediaries. cost the industry up to $7.2billion USD So, from finance and logistics to There are also those who can continue in 2016 according to the study The Bot healthcare and – yes, to marketing, to add new value, depending on how Baseline. It goes on to state that up to can this technology make that big of a they adapt, as with innovative certain 37% of programmatically bought ads difference? agencies, research firms, and data were from bots. collectors. To be fair, blockchain has both merits Recording transaction flow and and limitations. To do a quick and Advertisers have plenty to gain publisher ID on an immutable and overly simplified recap, blockchain, smart contract-driven blockchain can aka distributed ledge technology (DLT), Walled gardens could lose a lot of help auditors and advertisers detect is a new way of recording data. At its power because now transactions will fraud more easily and single out bad core, it stores data in a ledger way that likely require transparency on their actors. significantly reduces the risk of system data, and smart contracts will enforce failures and builds “trust” or reliability. reliability. This removes the self- BigBom Eco, a Singapore start up Data that was essentially stored in reporting and potential for manipulated is looking to tackle this advertising a server or cluster of servers is now data that currently gives them so much problem. The team has been stored across a huge distribution of power. The fox won’t be guarding the producing Adtech since 2016. Their machines. Hacking one machine is hen house by itself anymore. product focuses on ad transparency, marketplace, and campaign easy, hacking a few dozen to a hundred Facebook has at least 7 declared is still doable, but hacking millions of management in a way that is reliable discrepancies and issues with their and secure. machines? Well that is a tricky one. reporting, including mis-representing Currently, most companies rely on likes/shares, average video times, The relevant blockchain application a central entity or group to manage analytics for certain apps, and more. they have incorporated is transaction information, like the famed “Walled The misrepresentation can skew the transparency (for audit purposes by Gardens” such as Facebook and results anywhere from 7% to almost the buyer and quality of viewership Google. This means the information 60% of that metric. by the seller, and reducing inflation they hold is at their total control. by the exchange), smart contract By using smart contracts or smart executions (to reduce fraud or Regulators may jump in, like the current assets, the KPIs can be clearly Congress investigation on Facebook, misrepresentation), publisher reviews programmed with verification of (bad actor identification), and payment but we can see that it may not be algorithms set in stone at the very effective. integrations (for ease of cross border beginning. This takes self-regulation transactions). This can change The idea about a DLT is that the data out of Walled Gardens’ hands. significantly increase the reliability and is no longer concentrated and stored Blockchain Protocols like NEM.io or confidence in the ad buying process. in a central entity but, as it is implied, the most popular Ethereum have smart distributed across many machines assets and contracts that can build this in. Consumers go from being a around the world. The expanded Product to a Business Owner universe that can be applied with the very basic concept of a distributed Ad buying transparency Facebook, Google, and some publishers are effectively taking ledger plus smart contracts gives it a Ad buying is facing massive issues myriad of use cases that range from our behaviour, building a profile and

59 selling it to advertisers either directly Drawbacks or limitations of that allows firms to build a “private or or via access. In a world where smart current blockchain technology permissioned” chain off their own main contracts and assets are coupled chain (see Permission Blockchain on with immutable and transparent 1 > Privacy concerns NEM). Permission can be delegated, records, new players are changing the Part of the issue with a full transparent or accessed via a private key, code, or dynamics. chain is well, it is transparent! Most some pre-determined authorization. firms don’t want to expose all their data, An example is a specific permission Consider your web browsing behaviour. especially when personal information to allow specific clients to view You are constantly plagued by ads or trade specific data is involved. anonymized data. Again, since this and all they do is act intrusive. Brave Here are two ways this can be tackled. is a DLT the data cannot be easily Browser understands ad revenue manipulated. is needed for publishers to survive, The first is “permissioned blockchain” so they are working on their unique and the second is “zero knowledge A second method being researched browser, where whenever you see an proofs.” is “Zero-Knowledge Proofs” of the ad you generate “tokens” or money. One way this can be tackled is with a data. This is a very advanced form This is effectively a revenue split from “permissioned or private blockchain.” of cryptography that will give access advertiser to the platform, publisher, In effect, only those who have access to data without exposing critical and the viewer. Imagine that: you get to this blockchain can see the data. information. For example, imagine paid to see ads! They then suggest Some firms have created their own you can provide “proof of funds” in a you “donate” this back to publishers in “private” blockchain for this purpose. bank without ever sharing your bank general to keep them sustainable. Others like NEM.io have built this account details or even amounts. function on their public blockchain, This can be a major breakthrough on the privacy arena. This solution will

60 MMA APAC 2017 Yearbook

reduce significantly the real problem is that advertisers can just “pay for Kimble Ngo is a Blockchain Advisor of “human behaviour errors” such as play.” With a smart contract, every time focusing on advocacy, strategy, and exposing essential data while keying you use or access the data, all parties marketing at AMBlockchain. Previously it in. get revenue share, which changes the Kimble was part of UBS Investment model from bulk buying or one-off Bank (Singapore). Kimble was also the 2 > Partnership Director at Kyanon Digital, a Accuracy of information purchases with outdated data. Blockchain is a game changer in creative tech production house working capturing and securing data, but a on some of the most well-known brands major problem is still a problem that Myths or limitations of in Vietnam. plagues all data related projects. The blockchain “Garbage in, Garbage out” concern Although trumpeted as the ‘be all and would be attested by the likes of end all’ for many problems, the truth Nielsen, Kantar, comScore, and others. is more nuanced. The technology will The process of recording real-life data truly shift how we see data and how is extremely fraught with human errors, we create a fairer transaction field for random contamination, and poorly all parties via shared monetization, designed data capture methods. complete control over profile IDs, lower One way to tackle it is to remove the costs to advertising, reduction in fraud, human side as much as possible. and so on. This likely will be a combination The biggest pitfall that not many of smart Assets, blockchain, and people want to acknowledge is direct measurement tools. Think of adoption. There are many entrenched sensors and other similar products interests who will fight this. Social that are essential to the Internet of media and search giants could be Things revolution. Companies who major losers. Complicated exchanges, are building IoT with a connection to programmatic/media buyers, and other blockchain will shatter that world of such players will have their models data manipulation. disrupted. They have a dis-incentive As an example, wisepass, also from to be transparent and clear, as this Vietnam, is integrating blockchain in withers away their margins. Currently their current service offering. Now as the suggested case studies above are you use their app, which offers you a building up their base. But what they free meal/drink a day for a monthly show is the potential to topple the subscription, they can capture the data kings off their perches. in a reliable way that can be packaged Another limitation includes limited to research firms. Many big liquor transactions per second (the best brands are very excited about this blockchain has claims up to 10,000TPS, project. while most fall very short from that). MVLChain is another doing something Programmatic buys also completes the similar specifically around vehicles full cycle of finding the best ad within a throughout South East Asia and Korea. 100-millisecond window. Blockchain is They capture live data from cars nowhere at that speed. and motorbikes, along with a smart But looking ahead, these are just contract and immutable blockchain. current day limitations. 150 years ago Buyers such as research firms, we couldn’t fly, but now we reach the insurance firms, and government will moon! It is about incremental steps have full reliability that the data is not and at the speed of development that manipulated or viewed by other groups. is happening now, very smart people To consolidate it all and take on the will be cracking it wide open soon. big boys, datastreamX is consolidating Blockchain technology and its data from blockchain-enabled firms technical specs will definitely get on who are gathering consumer and other par and above. The question is when. data for global reuse. We know this Are you as marketers getting ready for is a multi-billion industry and having this shift? reliable data is essential. The big kicker

61 Building Trustworthy Brands in a Mobile Centric World

by D.Shivakumar trust their colleagues or professional be better at. Large format retailers will sites that rate products and services. expect brands to participate in joint Group Executive activities to attract consumers and I always looked at the product scores also to build loyalty. President, Aditya Birla of new brands or innovation we Group launched. The product scores gave us Building trust in ecosystem innovation a pretty good understanding of how means that the brand has to make a Edelman runs a trust barometer every the brand was doing amongst its target few sacrifices for the larger good of year. I want to quote the key findings as audience. If you are using a celebrity that ecosystem. This does not come expressed by Edelman in 2005, 2010, or a digital influencer to promote your naturally to many brands. Most brand 2015 and in 2018 as I start to discuss brand, then consumers want to know owners protect their assets fiercely the issue of brand trust in a mobile that there is an exchange involved. and sharing these assets with the centric world. So, full disclosure on influencers is ecosystem is not normal. The new what I would recommend for building breed of marketers will have to think In 2005, for the first time, ‘trust’ shifted trustworthy brands in a digital world. differently about what they give and from ‘authorities’ to peers. This meant what they get in a mobile centric world. that people now trusted their peers Trust is an essential line item for more than figures of authority. This business and brands. Trust at its core In 2018, the consumers and society are shift would not have happened if means that ‘you will not hurt me when battling for the truth. There is news and the mobile revolution hadn’t been I am vulnerable’. How does a brand fake news galore. Since consumers do underway in the developed economies build trust? A brand builds trust by not believe sources of authority, they and China. In 2010, trust became an delivering more than its promise. In a tend to be misled by any news, good or essential line of business and not a sense, a brand needs to avoid puffery bad, in social media. in a mobile centric world. nice-to-have moniker. The reason is that it is getting difficult More and more people expected to In a mobile centric world, a brand can for consumers to recognize true news give and get trust back in return in communicate one on one and also one from fake news. Consumers believe dealing with business, government and to a million. Building that ‘this brand is that news organizations are more society. In 2015, the theme was that for me feeling/ this brand understands attracted in eye balls rather than trust was essential for innovation, be it what I need’ is crucial to build trust as genuine news reporting. Consumers in a company or in a larger ecosystem. an essential line item. This will impact believe that news agencies worry about In 2018, trust is about the ‘battle for return policy, it will impact the claims breaking news and are economical truth.’ that a brand makes. with the truth when they have breaking news. Consumers believe that news What does this mean for brands in a In many cases, the consumer is buying agencies and anchors flog their point mobile centric world? a brand from different intermediaries, of view on a topic rather than be including e-commerce. Hence, there balanced about it. They also see this Consumers and mobile phones are bound to be disappointments in as one form of fake news. are inseparable now, especially in the way the brand looks or feels or has developing economies. A mobile phone turned out in real life. Handling this Many countries and institutions are is the window to the world for many dissonance will be key for brands in a worried about this. consumers. They capture pictures, mobile centric world. record events, communicate to each Singapore has announced it will other via social apps, all on the mobile Trust is essential for innovation. Today, introduce laws designed to fight fake phone. Consumers trust their peer brands do not fight each other but news. Singapore is a small nation group more than they trust sources of brands as part of an ecosystem fight that can actually monitor, control authority or paid information. brands in other ecosystems. This is and punish this phenomenon. Not true in mobile phones, in consumer every country can do this. Fake news They want genuine news about brands electronics, in airlines, in hotels, in the disrupted elections in South Africa. and want transparency about how quick service restaurants, and so on. Political parties and politicians are the brand fares versus others in that Consumers expect innovation in the brands in their own right. Politicians will industry. They do not believe that any experience and derive meaning from pass laws to ensure that elections are brand will give them that degree of the experience. So, creating ecosystem fought free and fair and the influence transparent information and hence innovation is something brands have to of fake news is minimal.

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Germany passed a law to fine social brands need empowered teams that Board of Governors of IIM Ahmedabad media companies that publish fake will take quick decisions to combat and the Godrej Consumer Products news and for failing to delete fake news. fake news. A brand manager or a CEO Board. He was the president of the All The Pope has criticized the spread of in a single brand company needs to be India Management Association. He is fake news. Nearly 70% of people who personally concerned enough to give currently the Chairman of the Mobile Marketing Association and Vice use the internet are worried that fake this top priority. Chairman of the Advertising Standards news will be used as a weapon and Council of India. He is currently on the they could be mere pawns in a game. The CEO has to be the owner of brand trust and he has to be out there pitching board of XLRI. He is an alum of IIT Brands need to be alert and they brand values and purpose to anyone Madras and IIM Calcutta. have to be listening in to consumer and everyone who listens to him. A conversations about their brand CEO has the best platforms to make every day. A brand must protect its a difference to brand trust in a mobile rights and must challenge any wrong centric world. information about the brand in social media. An attitude of ‘let’s be an A brand is a soap opera in a mobile ostrich and this will go away’ will hurt centric world and the CEO has to steer brands. I believe that brands will need the brand through the ups and downs a fact-check department or portal in of the soap opera and also point it to the coming days and build algorithms its true north. CEOs can only do this if into the system to generate the facts they have a pulse of their consumers in automatically. a mobile centric world.

To be effective, there must be D. Shivakumar (‘Shiv’) is Group seamlessness and speed in a brand Executive President at Aditya Birla or a company. News spreads at the Group for Strategy and Business speed of light on social media, and development. He was previously many brand processes to deal with Chairman and CEO for PepsiCo, and untoward information and bad press CEO for India and later Emerging Markets at Nokia. He was earlier at HUL, were designed when news cycles and has worked with over 50 brands were daily or weekly. The social media in his career. Shiv has been on the news cycle is by the minute and hence

63 How to Combat Ad Blocking through Creativity

by Graham Kelly But across Asia, more and more embarrassingly low. No wonder people consumers are blocking us from are blocking mobile ads. But rather Founder, Originate reaching them on this channel. So, than dwell on the bad, let me give you a what can we do about this? I have a couple of examples of the good stuff. People don’t hate ads. They just hate few suggestions. And since I’m from bad ads. By bad, I mean annoying ads. the creative department, I’ll start with These have strong ideas. They’re Repetitive ads. Unimaginative ads. Ads this one: Make Better Ads interesting, different and distinctive. that shout at them. What I also like about them is how Reduce the torrent of crap. Stop driving cleverly they use the medium of mobile. But there’s a happy inverse to this: people nuts with banal, annoying In short, they make the most of mobile. people like good ads. They share good rubbish. ads with their friends. They remember good ads. Ultimately, they buy because If we do that, then they’ll be less likely of good ads. to block ads. So how do we make a better ad? But the reality is, most ads aren’t very good. And when it comes to mobile, Well, let’s start by looking at what that’s a very serious problem. Because are the qualities of a good ad. A people are fed up with being subjected good ad is: simple, smart, distinctive, to bad ads on their mobile. They can entertaining… and of course, effective. BMW: “Eyes on Gigi”: block mobile ads. And they’re doing I think this list covers most of the click to view it in ever-increasing numbers. Table 1 qualities we’d look for in a good ad. But is from PageFair’s “2017 Ad Blocking when you look at mobile advertising Report”. It’s not an encouraging read. you hardly see any of these these Take a look at this case study. It’s a simple idea. Based on the old “hide the As you can see, ad blocking is on the ingredients. Instead of being simple, shell” game, the cars weave in and out rise, especially here in Asia. most mobile ads are cluttered and confusing. Instead of being smart, and you have to guess which one the they’re dumb. Instead of being model is in. A nicely interactive way to Table 1: Ad blocking in Asia demonstrate the car’s superior handling. Furthermore, there are two additional learnings here. Firstly, create a video designed for mobile, rather than just re- edit an existing video. Secondly, create a video that provides a better experience when watched on mobile, rather than the desktop. Using 360-degree video - where you moved the phone to follow the action - is something that desktop video can’t provide. Now, you might have thought while looking at the BMW ad: “OK, yes it’s great but that’s a big budget production which we never get to do.” Fair enough. But you don’t need tons of money do better video ads. You just need to start with a strong idea. Check out this Prostate Cancer online video I find this extremely worrying. After entertaining, they’re boring. Instead of ad. You’re challenged to skip the ad by all, mobile is the star of the digital being distinctive, they’re bland. pressing on the skip button. Without marketing universe. The fastest- giving too much away, let’s just say it’s growing digital channel, and now the Last but not least, instead of being not a button you’d really want to press. most important one. effective, the response rates are often

64 MMA APAC 2017 Yearbook

This is simple, entertaining, distinctive… What’s missing is a big idea. But there Honda Safe Mode in fact, it has pretty much every has been some strong stuff. The kind https://drive.google.com/open?id=0B- ingredient of what makes a good ad. of work that if we do more of it, then rNMWQqlVcVRjdwbTRCYmd1bHM our audience will actively want to watch our ads: not screen them out.

Prostate Cancer Awareness To summarise: people will be less likely to block our ads, if we make the ads better. I don’t mean we have to make every mobile ad award-winning, of course not. These examples I’ve shared... I’m not saying all your ads always have to be this good. But the principles these Band Aid: “Muppets AR” Providing a service that helps people drive safely - even those who don’t drive ads embody are crucial. The strength Watch the case study and see what a a Honda - says a lot about the Honda of the ideas. The simplicity. The lovely idea this is. Augmented Reality brand. By the way, we didn’t need any entertainment value. sequences starring the Muppets fancy tech for the Honda app: just good are triggered by the kids holding the One other point. I’m not claiming that old GPS and a strong, simple idea. the only reason people block mobile special plasters in front of the device’s ads is because the quality is so bad. camera. As such, the ad works right at Finally, my last tip: Think about the moment of truth: kids are crying, up Chatbots. If you haven’t used a Of course, there are other reasons why come the Muppets to take their mind chatbot yet, it’s worth giving it some people install ad blockers; ads slowing off it… all brought to life with a smart consideration. I’ve been playing around down their loading speeds, ads eating use of AR. with one from Diageo India. The bot is into their data plans, and privacy called Simi - your personal bartender. concerns. Next tip to stop the blocking: Provide a Service. Give your customers You can try it for yourself here: We can’t do too much about those other something useful, which is relevant www.facebook.com/messages/t/ factors. But ad quality is something we to your brand. This is a great starting simiBartender can actually control. It’s in our power point for powerful marketing. Here’s an to make mobile ads better. If you’re example we did when I was at Isobar, Simi provides cocktail suggestions, an agency, strive to make the creative from our Thai office. recipes and miscellaneous information better. If you’re a client, demand better about all things alcohol. It’s still quite work from your agency. Using the phone while driving is a primitive. A good bartender would be huge contributor to road accidents in a bit more entertaining. Maybe provide Let’s consider some other approaches the country. As you’ll see in the video, some banter or wisecracks while you can use to tackle Ad blocking. My we came up with a useful app that preparing the drink. next tip: Explore Technologies. prevents this. There are a wide array of technologies available for mobile that let you deliver your message in a fresh and different way. By doing this you will automatically reduce the likelihood of being blocked. One technology worth exploring is Augmented Reality (AR). Granted, AR isn’t that new. Moreover most of the advertising that uses AR is eye candy. Gimmicky work done just because ‘AR is cool.’

65 This could be a great way of educating your customers, and ultimately drive sales. However, if the chatbot only ever talks to you in repetitive, dumb, hard-sell ways, then your audience will block it. And this brings me neatly back to my initial points about why so many mobile ads are blocked. They don’t talk to consumers in the right way. They’re not simple. They’re not entertaining. They’re not distinctive. And ultimately, they’re not nearly as effective as they could be. But by following those few simple tips I’ve outlined above, we can start changing things for the better.

Graham Kelly (grahamkell@gmail. com) is the founder of Originate (www.originate.mobi) and has been the Executive Creative Director of BBH, Saatchi & Saatchi, TBWA, OgilvyOne and Isobar. He has won lots of shiny awards including Asia’s first Cannes CyberLion, as well as digital awards at Clio, One Show, Clio, and Spikes (not to mention print and TV awards at these shows Just as importantly, Graham has a large collection of Effies, including Japan’s first Global Golden Effie. As such, he’s one of the few creatives to have achieved international recognition for both creativity and effectiveness.

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PART 4

BOARD OF DIRECTORS VIPUL CHAWLA JAYESH EASWARAMONY RICHA GOSWAMI Managing Director VP & GM, Asia Pacific, Head of Digital and Pizza Hut Asia Pacific Middle East and Africa Innovation, APAC InMobi Johnson & Johnson Vipul is the Managing Director – Pizza Hut, Asia Pacific, the largest Pizza Hut Jayesh Easwaramony is leading Richa Goswami is an accomplished system outside of the United States. the InMobi business in Asia Pacific, marketer with a digital transformation With more than 4700 restaurants, Middle East and Africa. Prior to his success track record at Fortune 100 $3.6bn system sales, 16 countries, current position, he has led business companies. She currently serves as Pizza Hut Asia Pacific is a market development for the Asia Pacific Chief Digital Officer at Johnson & leader, double the size of its nearest region for three years. Before InMobi, Johnson Asia-Pacific for consumer competitor, and 23rd on the list of Jayesh worked with Frost and Sullivan healthcare brands, with an added Asia’s most trusted brands. He is also as the leader of its TMT practice. He portfolio of enabling creative on the Merchant Advisory Board for has advised several large companies marketing excellence globally within Visa Inc. Asia, and a board member of in the mobile and media space the organization. Richa firmly believes the Mobile Marketing Association – including Samsung, SKT, Axiata and in consumer-first marketing, and by Asia Pacific. Telkom. He was widely respected for result became an early adopter of In 2011, Vipul joined Yum! as Chief his views on the ICT industry having digital and social media when the Marketing Officer for Yum! Asia FBU provided several interviews to CNBC, cultural phenomenon landed in modern with responsibility for KFC, a brand with BBC, Channel News Asia and leading world. Holding fast to her desire for a regional footprint of approximately publications. creative disruption and equipped with 3,000 restaurants with annual turnover her strategic mindset, she was put in Jayesh has spoken at several of US $ 3 Billion. Having worked with leadership positions during her time conferences including GMIC, LTE Asia Unilever for 19 years in Asia and UK at HSBC and Standard Chartered to and Carrier Ethernet World. Prior to prior to joining Yum!, Vipul was Vice orchestrate organization change and Frost and Sullivan, Jayesh has worked President for Oral Category where he evolve traditional finance business with Newscorp in India to set-up their was responsible for the Asian Oral practices. pay TV business and other media Care business, and was the global investments and with the prestigious She started her narrative on digital leader for Close Up, and the health Tata Group to enter the telecom and mobile banking in 2001, and care platforms. He was also on the business. Jayesh holds an MBA degree rapidly rose to Global Head of Next leadership teams for Unilever South from Indian Institute of Management, Generation Banking in a short 10 Asia and Unilever China. Bangalore. years. These roles are proof of her In 2013, Vipul was named as one of ability as a turn-key personnel within the 50 leading marketers in Asia by the complex organizations, and have also Internationalist. deepened her forte in digital mobile marketing. As a Chief Digital Officer at Married to Shefali for 21 years, they Johnson & Johnson, she establishes have one daughter, just turned 17, transformational experiences for going on 21!! both brands and customers in the consumer space. This brand portfolio encompasses iconic names like Johnson’s Baby, Neutrogena, Band-Aid, Listerine, Clean & Clear, Aveeno and more. A true global digital leader, her dynamic management career has seen her recruiting, developing, mentoring and retaining diverse digital talents across 6 continents and 30 markets spanning Africa, Asia, Oceania, Europe,

68 MMA APAC 2017 Yearbook

North America and South America. Ms Lee is a co-founder of the Mobile Marketing Association in China and in Today, Richa is a Digital Advisory Board 2017, she was elected co-chair to lead member at Fortune 100 companies, the association on key industry issues a jury member in Mobile Marketing in a market with the highest mobile Association Asia Pacific and a TEDx Internet population in the world. An avid speaker. tennis fan, Ms. Lee is also a member of the Women’s Tennis Association Global Advisory Council. Ms. Lee holds DONG HYUN KIM a Master’s degree in communications at the Illinois State University, USA. She Asia Digital/eCommerce is based in Shanghai. Leader Procter & Gamble

VIKAS GULATI Managing Director, APAC AdColony

As Managing Director, APAC at VISHNU MOHAN AdColony, Vikas Gulati is responsible for building and scaling the company’s CEO, Havas Group India & revenue and operations, enhancing South East Asia its platform capabilities and CEO Havas Media APAC strengthening its position in the mobile BESSIE LEE advertising ecosystem in the region. In this role, he oversees the Brand and Founder & CEO Vishnu took up the responsibility of Performance business, driving network setting up the media network from and relationships with advertisers, Withinlink scratch for Havas Group in Asia in 2005. publishers, mobile developers and The youngest international network strategic partnerships in APAC. An Bessie Lee is Founder and CEO of has continued to grow aggressively established business leader with Withinlink, a China-based startup under his watch through new business 19 years of experience, Vikas has a incubator and earlystage venture fund momentum and geographical proven track record of building and focused on marketing technology expansion. Vishnu has worked across scaling up digital media, mobile and that supports China’s media account management, strategic ad-tech startups in APAC. Prior to communications industry. Prior to planning and agency management joining AdColony (formerly Opera founding her own company, she roles at creative and media agencies Mediaworks), he was Vice President was CEO of WPP China since 2013, in India, China, Singapore and United at Vserv, a leading mobile advertising where she was responsible for 14,000 Kingdom. Starting his advertising exchange for emerging markets. employees and more than $1 billion in career with Y&R in India, where he annual revenue. looked after the Colgate Palmolive Between 2008 – 2012, he set up and business, he moved to Euro RSCG (now Ms. Lee also served as the CEO of grew the Asia business for Sprice, a Havas Worldwide) Singapore in 1995. leading online travel search and display GroupM China. During her seven-year network now part of Travelport. He also tenure, GroupM’s media billings in He regularly speaks at industry events has held various leadership roles at the country tripled, and GroupM was like Ad Tech, Festival of Media and ZenithOptimedia/Publicis, managing named the number one media holding Asia Pacific Media Forum. He isa blue chip brands such as P&G, APB, group in China in terms of billings for passionate champion of the group’s LVMH, ESPN, LG and many others. five consecutive years from 2007 to global approach- Meaningful Brands - Vikas is a regular contributor for leading 2012, according to RECMA. She has which outlines a huge opportunity for regional digital publications such as presented many times at Cannes Lions’ brands to reconnect with consumers. Campaign Asia and Digital Market International Festival of Creativity, FT An alumni of IIM Ahmedabad (IIM-A), he Asia. He is extremely passionate about Future of Marketing, and RISE. Ms. Lee is an ardent believer of the co-existence technology, mobile, innovation and was the Innovation Jury President at of “innovation” and “accountability” building successful businesses in Asia the Spikes Asia Awards 2017. and his driving force is his version of ROI - Return on Innovation. Pacific. She has received a number of international awards for her contributions to the media industry.

69 DICK VAN MOTMAN RICHARD MURPHY DAN NEARY Global President Corporate Vice President, Vice President, Asia Dentsu Brand Agencies Digital; Growth & Pacific Foundational Markets Facebook Dick joined Dentsu Network Asia in 2012 as the first non-Japanese head of McDonald’s Corporation Dan, Vice President at Facebook, leads the Region helping in the transformation the global marketing solutions teams journey towards building the first ever Richard is CVP for Digital at McDonalds, across Asia Pacific and is based in Global Communications Group born with responsibility for markets in Asia, Singapore. Dan has over 20 years of out of Asia. He heads up both the MEA, LatAm & Europe. His brief is to executive level experience in both US- Dentsu and Aegis assets, comprising drive digital transformation at a market based and Asia-based roles. Prior to out of 35 operations, and more than level. This includes setting and aligning Facebook, he was the Vice President 1700 people across our brands like the agenda for Digital, delivering new of Market Development at Skype, Carat, Isobar, Posterscope, Vizeum, product and ways of working and managing local marketing channels Dentsu and iProspect, in SEA. helping markets to drive a modern and partnerships across APAC, EMEA, approach with customers. Whether and the Americas. Dick comes from a rich global heritage that is ordering through a mobile app and culture. Dutch/Indonesian, or an in-store kiosk, receiving real-time Prior to Skype, Dan was the Vice Portuguese/Jewish parentage, and offers through CRM or simply engaging President of Emerging Markets at eBay grew up in Holland. He graduated with the brand in social media. The where he managed the company’s with a Bachelor’s in economics; after changing expectations of McDonalds’ businesses in Southeast Asia, India, which he studied sociology at the customers requires the delivery of and the Middle East. Dan joined eBay in University of Amsterdam. When he a new type of convenience, agility 2002 in California where he initially ran was 29, he went to Korea (which had and simplicity to live up to these new one of its largest business units. Prior just opened up), Indonesia followed demands. to eBay, Dan was the COO of Vendio (enjoying the turmoil of a collapsing – a leading eCommerce software regime), Hong Kong (witnessing Richard has been ‘in digital’ since 1999 solutions firm backed by Sequoia the handover), Singapore (learning when he helped found and grow a dot Capital and eventually acquired by guided democracy), and then China com start-up, but he actually started his Alibaba. Dan began his career at the (witnessing warp speed first hand). He working life as a Food Scientist & buyer Kellogg Company. was earlier at Ogilvy & Mather, D’Arcy, for Tesco Stores in the UK. Throughout Leo Burnett, and DDB Worldwide, his career he has experience in digital In his free time, Dan is active in the On the back of this, he became the brand-building, direct marketing to entrepreneurial community and helps first foreigner to be awarded “Most drive revenue and has developed and advise tech startups on a range of Outstand. delivered new digital experiences for issues from fund raising to business Prudential, GE, British Telecom and development. He is a Limited Partner most recently with Nokia & Microsoft with two Venture Capital funds, Co- where he led the global eCommerce founder of Travelmob (acquired by team and the integration of the digital HomeAway), and an early-stage teams, infrastructure and ways of investor in over 15 companies (exits working into the Microsoft fold. included 2 acquisitions and 1 IPO). Richard is married with 2 children and Dan received his both his BS and MBA relocated to Singapore from the UK to degree from DePaul University, USA. take up his position with McDonalds.

70 MMA APAC 2017 Yearbook

Prior to Monaco, Sean was Chief Marketing Officer at Prudential Corporation Asia. Previous roles included Managing Director of OgilvyOne Hong Kong, a 100+ person agency and marketing roles with Sprint and Hallmark Cards. Originally from Fort Worth, Texas, he attended the Thunderbird Global School of Business DAVID PORTER and the United States Naval Academy. D SHIVAKUMAR Vice President, Global Group Executive Media at Unilever Asia, President – Corporate Africa, Middle East, Strategy and Business Turkey & Russia Development Unilever Aditya Birla Group

David is responsible for one of the Shivakumar (‘Shiv’) is Group Executive largest media budgets in a diverse PRAVEEN SHARMA president at Aditya Birla group for region spanning 14 time zones. He is Regional Director, Strategy and Business development. responsible for driving the company’s He was previously Chairman and CEO innovation in Communications Performance Sales and for PepsiCo, and CEO for India and later Channel Planning with a strong focus Solutions APAC Emerging Markets at Nokia. He was on Unilever’s development as a major earlier at HUL, and has worked with force in digital marketing in the region. Google Asia Pacific over 50 brands in his career. Shiv has been on the Board of Governors of IIM David was educated at Dulwich Perry (as he usually goes by) joined Ahmedabad and the Godrej Consumer College, London and later at the Open Google in 2010 and has had the Products Board. He was the president of University Business School, UK. He opportunity to lead sales teams across the All India Management Association. spent 25 years in UK agencies before Video and Mobile; the 2 most exciting He is currently the Chairman of the a 7-year stay in Asia Pacific with areas of Internet. He led Video and Mobile Marketing Association and Vice Mindshare, where he managed the Display sales for India till 2013 before Chairman of the Advertising Standards agency’s multimarket relationship with moving to Singapore where he now Council of India. He is currently on Unilever. He joined Unilever in 2010 champions mobile sales and solutions the board of XLRI. He is an alum of IIT and has managed its media operations for Google across the APAC region. Madras and IIM Calcutta. in multiple markets including APAC. Working across APAC with markets David lives in Singapore with his wife at different stages of mobile evolution and two children. has allowed Perry to have a strong understanding of developmental areas of the region. Perry also works very closely with the global product organization giving his a keen sense mobile product development for Google in particular and the industry in general. JOE NGUYEN Perry’s stint at Google was preceded by 14 years in advertising in India Senior Vice President, SEAN RACH with Madison, Group M and IPG groups championing media and Asia Pacific Chief Marketing Officer communication strategy across some comScore, Inc. Monaco of the marquee brands in India. Perry is an Engg graduate with an MBA in Joe Nguyen is Senior Vice President, Sean joined Monaco in November Marketing/Communication Mgmt. He Asia Pacific at comScore, a leading of 2017 and leads all marketing lives in Singapore with his wife and cross-platform measurement company efforts including brand management, son. that measures audiences, brands advertising, public relations, social, and consumer behaviour everywhere. and community for the pioneering With more than 20 years in the online payments and cryptocurrency platform. analytics and media industries in the

71 Asia Pacific region, Joe has experience Fanta and led new launch of new in panel-based audience measurement product like Nutriboost, Aquarius... as well as advanced data analytics She is one of the pioneers to build on the user and vendor sides. He IMarketing as key pillar in integrated actively contributes to key digital, marketing communication for different media and technology conferences campaigns like Coca-Cola Khong Thu and publications across the region. Sao Biet, Coca-Cola FFWC 2010, Coca- In addition, he is the co-founder of Cola Tet, Coca-Cola Soundfest. She iamWednesday Singapore, and is was also the lead of first successful currently on the Interactive Advertising mobile promotion between Coca-Cola Bureau Singapore leadership council & Vinaphone since 2012. and Mobile Marketing Association Asia Pacific board of directors. Prior to comScore, Joe was the Southeast Asia regional manager for Omniture where he successfully delivered its product suites across diverse industries. He previously served as the director of global e-commerce at Millennium & Copthorne Hotels where he grew global online sales by RAHUL WELDE 50 percent. Joe holds a BSE degree in Mechanical Engineering from Princeton Global VP – Digital University. He was born in Vietnam and emigrated to the United States after Transformation spending a year in a Malaysian refugee Unilever camp. Rahul Welde is the Global VP Digital Transformation at Unilever. In this role, he is responsible for driving digital transformation across brands and markets, addressing the significant opportunities that digital technology presents. The role involves building capabilities across the digital spectrum, including innovation, PHAM NHA UYEN partnerships, tools, systems, processes, frameworks and training, in Regional Marketing order to better engage with consumers Manager externally while driving efficiencies internally. Previously, Rahul was Coca-Cola Indochina Unilever’s Regional VP Media for Asia, Africa, Middle East, Turkey and Russia Pham Nha Uyen currently is and has a deep understanding of those Regional Marketing Manager Coca- markets, having played a pivotal role in Cola Southeast Asia, Inc, in charge driving digital in the region. of Indochina – be instrumental in developing strategy, brand He is a strong advocate of non- communication and activation to traditional thinking and many projects expand business and drive long term under his stewardship have received growth for the region. She has solid wide acclaim and recognition. Rahul knowledge in Consumer Marketing has been with Unilever since 1991 and with more than 14 years’ experience has benefited from diverse exposure in the industry, handled different and challenging assignments across marketing roles with Nestle & Coca- businesses and functions. Rahul has Cola Company. also been also actively involved in industry issues, awards, events and In the past 8 years with Coca-Cola, industry bodies including the World she has driven different successful Federation of Advertisers (WFA) and campaigns to build Coca-Cola, Sprite, Mobile Marketing Association (MMA).

72 APAC 2017

PART 1

MEMBERSHIP Account Name Thinfilm (Thin Film Electronics ASA) Sony Pictures Networks India Pvt Ltd

Twitter Smartpipe Solutions Zee Digital Convergence Limited

Google Standard Chartered Bank Vietguys J.S.C.

RetailMeNot Grapeshot Hindustan Thompson Associates Pvt Ltd Spotify USA Inc App Samurai Bharti Airtel Limited Mindshare Madhouse Inc. PPLUS Limited Company Walmart Inc. IgnitionOne Moblaze JP Morgan Chase Bank MobileBridge Rice Communications PTE LTD Bank Of America TAB Alpha Leapers Digital Ford Motor Co Tenor Appota Shell Johnson & Johnson (APAC) AdMaster (China) Procter & Gamble Prudential Corporation of Asia Unilever Ventures Limited Mastercard Worldwide comScore Asia Pte Ltd InMobi (China) Unilever FECredit Netmining Citi Saavn Tata Communications GlaxoSmithKline Culture Machine Gedeng (China) General Motors Corp Teralytics GRIDSUM Technology Co. Ltd Pinterest sensewhere Ltd (China) Hilton Worldwide ASKME Group Humanscale BP International Nielsen India Yoyi (China) Phunware Autumn Worldwide Ogury Uber Google (Vietnam) Dentsu Aegis (China) Colgate-Palmolive VNG Corporation Domob Limited (China) LoopMe FrieslandCampina Vietnam Co., Ltd Pfizer, Inc. AppsFlyer Dentsu Media Vietnam Ltd. UM+ (Umeng Technology Ltd) A+E Networks (China) Suntory PepsiCo Vietnam Beverage The Travelers Companies RhythmOne Mobext (APAC) Safe Auto Insurance Company Harman International Industries Kantar Media (TNS Media Vietnam) Las Vegas Convention and Visitors EJAM Group (China) Authority Tyroo Media Crescent Mall Unlockd Greenhat Company Ltd. Datami (LATAM) Forbes Media Tre Tho Information Service Joint Stock Company FT Chinese.com of Financial Times Experian Marketing Services (China) Ansible India a division of Interactive Innovid Avenues Pvt Ltd. Zhima Tech (China)

74 MMA APAC 2017 Yearbook

Grapeshot (China) Beam Suntory MCD Asia Pacific, LLC (McDonalds)

Publicis Health Metlife Arc Worldwide

FugeTech Hindustan Unilever Limited Turner Broadcasting System, Inc.

Ambient Digital Uniqlo (China) DoubleClick

CAC Design Group (China) Lazada Vietnam ScreenTonic

Redder Advertising Joint Stock Co. United Spirits Limited India eBay Inc

WITHINLINK (China) Godrej Group SparkFoundry

Quadas (China) Novi Digital Entertainment Pvt. Ltd. Matrix (Hotstar) Smaato (China) Facebook Talking Data (China) MOAT (China) Publicis Groupe Ping Coo (China) Omnicom Media Group India Pvt. T-Mobile International AG Ltd. Dentsu Asia Pte Ltd GroupM (China) Esurance Sam4Mobile Campbell Soup Co. AdColony (APAC) Waze hdtMEDIA (China) OnStar Unilever Vietnam International Posterscope (China) Company Ltd. Barclays Clear Channel Outdoor Intuit LeTV (China) Isobar (China) EZR (China) Instagram MediaCom (China) OMP (China) Carat Advertising Ltd (China) Kinetic Advertising Shanghai (China) Bacardi Goldsun Focus Media Google (China) Rite Aid Corp DigitasLBi Miaozhen Systems (China) GroupM Vietnam (WPP Media Ltd) Leo Burnett Toys R Us RetailMeNot (Marketing) Gapit Communications PingAn Technology (China) Fiksu DSP LiquidThread Performics Coca-Cola Beverage Ltd (China) Match.com Verystar Linked by Isobar (China) Vizeum Advertising Ltd (China) POKKT Maiden Marketing India Pvt. D2C (China) Ltd. LinkedIn Mindshare (China) Lava Digital Company Ltd. Infobip Nielsen (China) ASDA Salesforce Gameloft (APAC) VietBuzz Ad Microsoft OLX India Pvt Ltd. Tapjoy, Inc. IBM Watson Advertising Facebook India Online Services Ptv. GroundTruth Mobile Marketing Association Ltd

Marketing Evolution SapientRazorfish Pepsico India Holdings Pvt Ltd.

Viva Mobile Media (China) The Coca-Cola Company Cadillac

75 Amplifi (China) Flipkart Adbug (China)

Dollar Shave Club JDV Markco SAPI de CV iClick (China)

Madhouse (China) The Coca-Cola Export Corporation Kuaizi Technology (China)

Unilever (China) Mobusi Mobile Advertising Sunteng (China)

Zenith Promotora de Marcas Nacionales Toutiao (China)

Limei (China) AdColony Publicis Media (China)

Dunkin Brands YouTube Sam’s Club

Ecovacs (China) TUNE Google India Private Limited

Robin8 (China) McDonalds Corporation Creative Media Works Pte Ltd (APAC) BP Singapore Pte Ltd SUBWAY® Franchise World Headquarters, LLC BITI?S Pizza Hut Restaurants Asia Pte Ltd R/GA jet Electronic Arts Inc Kotak Mahindra Bank Ltd Butterfly (China) Universal Parks & Resorts Near Millward Brown Vietnam The Hershey Company RTBAsia (China) InMobi Pte Ltd. Tencent (China) Sina (China) Match Group iqiyi (China) Samsung comScore (China) CTR Market Research (China) Barclaycard HERE Technologies Chobani Unionpay (China) Blueseed Snap Inc. Chevrolet Publicis Communications One97 Communications Limited Buick Nest VUDU Bonzai Digital Pvt Ltd Power Xene Digital Technology Premiummad dba Amadzing (China) (PXENEP) (China) Chillingo Smartmad (China) FunTV ampm T-Mobile Austria PerfordMad (China) Publicis Media PHD (China) Shunfeng Communications (China) Seiyu Group Starcom White Ops (China) Castrol AdTruth Videology (China) Aral AdinCube Ergeng TV (China) Indonesia Mobile Exchange Cuisinart NetBooster (China) Ben & Jerry?s Sizmek (China) Mars (China) Hospira GroupM Media India Pvt. Ltd TNT Express The Goodyear Tire & Rubber Company Anacor Pharmaceuticals

DraftKings Hayneedle, Inc.

76 APAC 2017

PART 5

SMARTIES ASIA-PACIFIC 2017

Messaging General Motors Korea/Chevrolet and Isobar Singapore, Isobar Korea, Carat Asia Pacific for Softlogic Life and Mindshare Sri Lanka for Chevrolet V-Showroom Campaign That Saved 2500 Lives Johnson & Johnson/Neutrogena and DDB

The Coca-Cola Company/Coca-Cola and Worldwide, Tribal Worldwide for Fulcrum for City-Proof Your Skin Campaign Coca-Cola Refresh and Top-Up Mobile App Programmatic Watsons Malaysia and Ansible MY for

FrieslandCampina/Friso and Pervorm for MY Watsons Friso Vietnam - ‘How We Met Your Mother’ Kotak Mahindra Bank and Kotak Mahindra Brand Awareness Bank for Kotak 811 Yum! Brands/Pizza Hut and Mindshare China for Suntory PepsiCo Vietnam Beverage / Pepsi How Pizza Hut turns itself into the Social Enablers for Gamers in China and Mindshare Vietnam for Pepsi - Sing Your Own Music Moment with Real Life Targeting Bayer AG/Yasmin and PHD China, Wezeit,

Super Curriculum for Social Impact/ Not for Profit Yasmin’s Sex-Ed Revolution Elevit and PHD China, JWT Shanghai for Colgate Palmolive (India) Ltd/Pocket Dentist

The First Hello and Red Fuse Communications India, MEC, Dialogue Factory, GroupM, Netcore for Location Based Services or Targeting Pocket Dentist Bayer AG/Yasmin and PHD China, Wezeit, Yum! Brands/Pizza Hut and Mindshare China for How Pizza Hut turns itself into the Social Enablers Super Curriculum for for Gamers in China Yasmin’s Sex-Ed Revolution Johnson & Johnson/Neutrogena and DDB Mobile Audio Worldwide, Tribal Worldwide for City-Proof Your Skin Campaign Colgate Palmolive (India) Ltd/Pocket Dentist and Red Fuse Communications India, MEC, The Coca-Cola Company/Coca-Cola and Dialogue Factory, GroupM, Netcore for Circus Digital for Pocket Dentist Coke iBeacon Cooler Suntory PepsiCo Vietnam Beverage / Pepsi

Innovation and Mindshare Vietnam for Pepsi - Sing Your Own Music Moment with Real Foxtel and Mindshare Australia for Life Targeting

Marketing at the Speed of Sport GlaxoSmithKline Pharmaceuticals Limited/ Horlicks and Mindshare India for Google and R/GA Sydney for When Horlicks skipped the ad, and told a story in Through the Dark rural Bihar

78 Lead Generation / Direct Response / Conversion Unilever/Clear and Mindshare Philippines, AdColony Nike and Mindshare China for for Clear’s Virtual Barbershop Reinventing the Athlete Tour The Coca-Cola Company/Coca-Cola and FrieslandCampina/Friso and Pervorm for Fulcrum for Friso Vietnam - ‘How We Met Your Mother’ Coca-Cola Refresh and Top-Up California Fitness & Yoga Centre and RED2 Cross Media Digital for#IAMMORE Vietnam Johnson & Johnson/Neutrogena and DDB Worldwide, Tribal Worldwide for Product / Services Launch City-Proof Your Skin Campaign

Nike and Mindshare China for Nike and Mindshare India for Reinventing the Athlete Tour Inspiring the Athlete Within Every Woman Johnson & Johnson/Neutrogena and DDB Colgate Palmolive (India) Ltd/Pocket Dentist Worldwide, Tribal Worldwide for and Red Fuse Communications India, MEC, City-Proof Your Skin Campaign Dialogue Factory, GroupM, Netcore for Pocket Dentist L’Oréal/Maybelline and Mindshare China for Celebrity Endorsement in the Age of Social Media Best Brand Experiences in Mobile Rich Media Mobile Social Disney/Pirates of The Caribbean 5 and Disney, AdColony, Dentsu Digital Indonesia for L’Oréal/Maybelline and TBWA\ Singapore for Pirates of The Caribbean 5 – Mobile Video The Maybelline Snapchat Hack Innovation Makes a Blockbuster

Bayer AG/Yasmin and PHD China, Wezeit, Google and R/GA Sydney for Super Curriculum for Through the Dark Yasmin’s Sex-Ed Revolution Programmatic Yum! Brands/Pizza Hut and Mindshare China for How Pizza Hut turns itself into the social enablers for gamers in China Unilever/Pond’s and Mindshare Indonesia, AdColony for Pond’s Gains Ground by Train Cross Mobile Integration Mobile Website Unilever/Axe and Mindshare Indonesia, AdColony for Axelerate Find Your Magic Google and R/GA Sydney for Through the Dark Bayer AG/Yasmin and PHD China, Wezeit, Super Curriculum for Mobile Video Yasmin’s Sex-Ed Revolution Google and R/GA Sydney for Through the Dark Nike and Mindshare India for Inspiring the Athlete Within Every Woman Most Engaging Mobile Creative Promotion The Coca-Cola Company/Coke and Moblaze,

Johnson & Johnson/Neutrogena and DDB InMobi, Havas Riverorchid for Coke Break Worldwide, Tribal Worldwide for City-Proof Your Skin Campaign

79 Disney/Pirates of The Caribbean 5 and Disney, AdColony, Dentsu Digital Indonesia for Pirates of The Caribbean 5 – Mobile Video Innovation Makes a Blockbuster

Mobile Native LYKE and InMobi for LYKE- All Fashion One App

L’Oréal/Maybelline and TBWA\ Singapore for The Maybelline Snapchat Hack

Relationship Building / CRM Vietnam Prosperity Finance Limited Company (FE CREDIT) and Adtima for MAKE A CUSTOMER, NOT A SALE

Industry Awards (Blue) Yasmin’s Sex-Ed Revolution Best in Show Bayer AG Marketer of the Year Nike Marketer of the Year Mindshare China Agency of the Year Mindshare Asia Pacific Agency Network of the Year

80 81 INDIA 2017

Brand Awareness Location Based Services or Targeting Sony Entertainment Channel / Super Dancer Iodex and Mindshare for and Zapr Media Labs for Iodex goes Ambush the geo-targeted way, but this Waltzing across TV: How 300,000 people switched time through Mobile media! channels to Super Dancer Godrej Infinity and Madison Communications Aditya Birla Group and Mindshare for for Conglomerate to Companion Privileges are now 0 km away from Godrej infinity Royal Challenger Sports Private Limited and Cross Media Mindshare for RCB Bold Army Liva and Saavn for Saavn: Liva #NoFilterNeha Campaign Marketing within a Mobile Gaming Environment Nike and Mindshare for PepsiCo / Mountain Dew and Mindshare for Inspiring the Athlete Within Every Woman Mountain Dew - Game Fuel Star Plus and Mindshare for Maruti Suzuki and Grapes Digital & Gameloft for Nayi Soch Nexa Baleno Buddy Pack Cross Screen Advertising Glaxo SmithKline Consumer Healthcare / Boost and Mindshare & POKKT for Diageo and Mindshare for How Boost is paying way to effectively target kids Combating the Consumer Blind Spot on TV with using Pokkt’s proprietary software and overall, Smartphones driving brand preference

Diageo / McDowell’s No.1 and Mindshare for Messaging David vs Goliath 2.0: When mobile outmuscled TV Mars / Pedigree and Hungama Digital Services

Innovation for Pedigree Shape Guide Godrej Greens and Madison Communication for Feel the Greens Colgate Palmolive / Pocket Dentist and Red Fuse Communications India for Mondelēz / Cadbury Dairy Milk Marvellous Pocket Dentist Creations and Isobar & Affle for Cadbury Marvellous Campaign - An Augmented Mobile App Reality-driven mobile advertising Hungama Digital Media Entertainment Pvt Ltd. Bharti Airtel and GroupM for India’s first media plan created through Artificial and Hungama Digital Services for Intelligence (AI) Artist Aloud App

Mahindra & Mahindra and Hungama Digital Services for Live Young, Live Free App

82 Mobile Audio Lead Generation Liva and Saavn for Mars International Pvt. Ltd. / Pedigree and Saavn: Liva #NoFilterNeha Campaign Hungama Digital Services for The Pedigree Pawsome Programme Reckitt Benckiser / Dettol and GreedyGame Renault and OMD for Media & Interactive Avenues for KWID on Paytm: How to Sell Cars in Demonetization Dettol: Jingle all the way Benadryl and Interactive Avenues for Promotion Benadryl OBD Godrej Consumer Products Limited / Good Mobile Native Knight and Mindshare for Good Knight - Fastcard ki Paathshala Reckitt Benckiser / Dettol and GreedyGame Colgate Palmolive / Pocket Dentist and Red Media & Interactive Avenues for Fuse Communications India for Dettol: Jingle all the way Pocket Dentist Nike and Mindshare for

When tinder swiped right for Nike Cross Mobile Integration Mobile Social Nike and Mindshare for Inspiring the Athlete Within Every Woman PepsiCo / Mirinda and Mindshare for Mirinda Release the Pressure Programmatic Diageo and Mindshare for JSW IP Holdings and Mindshare for Combating the Consumer Blind Spot on TV with Rukna Nahi Hai Smartphones Coca-Cola and Interactive Avenues for Coca-Cola Moments on Jio Chat Industry Awards (Blue) Waltzing across TV: How 300,000 people Diageo and Mindshare for Home Party Essentials 101 - By SIMI the AI-powered switched channels to Super Dancer Bartender Best in Show Diageo Mobile Video Marketer of the Year Castrol Activ and Mindshare for Mindshare

Girl in the City Agency of the Year

Glaxo SmithKline Consumer Healthcare / Boost and Mindshare & Pokkt for How Boost is paying way to effectively target kids using Pokkt’s proprietary software and overall, driving brand preference

Product/ Services Launch Sony Entertainment Channel / Super Dancer and Zapr Media Labs for Waltzing across TV: How 300,000 people switched channels to Super Dancer

Mahindra & Mahindra and Hansa Customer Equity Pvt. Ltd. for With You Hamesha - Mahindra Auto’s Post Sales Platform

83 INDONESIA 2017

Brand Awareness Bank Central Asia and Telkomsel for Ingenious way to measure your OOH effectiveness Telkomsel - Langit Musik and Narrada

Communication for Location Based Services or Targeting #HearUrMood IKEA and Mindshare Indonesia for Unilever/Axe and Mindshare Indonesia, IKEA time based location targeting AdColony for Axelerate Find Your Magic Unilever/Pond’s and Mindshare Indonesia,

Unilever/Rexona Deo Lotion and Telkomsel for AdColony for Utilize the IVR technology through singing Pond’s Gains Ground by Train competition with idol Unilever/CLEAR and Mindshare Indonesia, AdColony for Product/ Services Launch Clear Tapping on Mudik (annual homecoming tradition) Nestle/Milo and Mindshare Indonesia for MILO Champ Squad Trade Launch Mobile Video Procter & Gamble/Pantene and MediaCom Disney/Pirates of The Caribbean 5 and Indonesia for AdColony, Dentsu Digital Indonesia for Pantene anti-dandruff sachet launch using “Micro Pirates of The Caribbean 5 – Mobile Video Targeting at Scale” Innovation Makes a Blockbuster Permata Bank and Narrada Communication Unilever/Axe and Mindshare Indonesia, for AdColony for #SayangUangnya Axelerate Find Your Magic Cross Mobile Integration Telkomsel - Digital Lifestyle and Narrada Communication for Unilever/Axe and Mindshare Indonesia, Pulang-Pulang Ganteng AdColony for Axelerate Find Your Magic - Cross Mobile Best Brand Experiences in Mobile Rich Media Integration Samsung Gear S3 and SMG Indonesia,

Messaging AdColony for Samsung Gear S3 smartwatch Unilever/Royco and Mindshare Indonesia for Royco UMB Rural Disney/Pirates of The Caribbean 5 and AdColony, Dentsu Digital Indonesia for BTPN Jenius and Telkomsel for Pirates of The Caribbean 5 – Mobile Video Experience in Digital Banking Innovation Makes a Blockbuster Unilever/Wall’s and Mindshare Indonesia for Innovation Wall’s Heartbrand Pemilan Snack 2017 (Unilever) Telkomsel - Langit Musik and Narrada Communication for #HearUrMood

84 Lead Generation / Direct Response / Conversion Mobile Native LYKE and InMobi for Samsung Gear S3 and SMG Indonesia, LYKE- All Fashion One App AdColony for Samsung Gear S3 smartwatch Mobile Social Promotion Unilever/Lifebuoy Shampoo and Mindshare Indonesia for Unilever/CLEAR and Mindshare Indonesia, Lifebuoy Shampoo connects moms with BBM AdColony for Stickers Clear Tapping on Mudik (annual homecoming GlaxoSmithKline/Panadol and Mindshare tradition) Indonesia for Panadol Pejuang Tangguh Unilever/Wall’s Cornetto and Mindshare

Indonesia for Mobile Audio Dare to Make a Move with #CornettoLoveRibbon Powered by GoMart Unilever/Pond’s White Beauty and Mindshare

Mizone and VML Indonesia for Indonesia, AdColony for Pond’s uses music to ignite the true meaning of Mizone Olimpiactiv Ramandan Cross Media Industry Awards (Blue) Unilever/CLEAR and Mindshare Indonesia, Pirates of The Caribbean 5 – Mobile Video

AdColony for Innovation Makes a Blockbuster Clear Tapping on Mudik (annual homecoming Best in Show tradition) #HearUrMood

Unilever/Pond’s and Mindshare Indonesia, Best in Show

AdColony for Unilever Pond’s Gains Ground by Train Marketer of the Year Nestle/Milo and InMobi, Mindshare Indonesia Mindshare Indonesia for Agency of the Year MILO Champ Squad The Coca-Cola Company/Sprite and InMobi, Industry Awards (White) MediaCom Indonesia for Sprite Nyatanya Nyegerin Telkomsel Worthy Mention Programmatic Google and Essence for Google Play Levels Up Its Game with Programmatic HD Video in Indonesia IKEA and Mindshare Indonesia for IKEA time based location targeting

Most Engaging Mobile Creative APUS for PENGHANCUR JARI

Disney/Pirates of The Caribbean 5 and AdColony, Dentsu Digital Indonesia for Pirates of The Caribbean 5 – Mobile Video Innovation Makes a Blockbuster

85 VIETNAM 2017

Brand Awareness P&G and Mediacom Vietnam for P&G “Shining Everyday” Campaign Coca-Cola and Mediacom Vietnam for Coca-Cola 360 Degree Wishes Cross Media Suntory PepsiCo Vietnam Beverage / 7UP UNILEVER Vietnam/CLOSEUP TOOTHPASTE Revive and Mindshare Vietnam / REDDER and Mindshare Vietnam for Advertising for How Closeup used a mobile first approach to REVIVE - WALK MORE TO BYE ZOMBIE LABEL create exciting and intimate dates for thousands of ‘forever alone’ millennials UNILEVER Vietnam/OMO and Mindshare

Vietnam / Click Media for Samsung Vietnam / Galaxy J7 Pro and Leo OMO Brings SAFARI World To Vietnam For The First Burnett Vietnam for Time Ever Samsung Galaxy J7 Pro - Put The Lights On Rural Product/ Services Launch Cross Mobile Integration Samsung Vietnam / Galaxy S8 and Leo Burnett UNILEVER Vietnam/CLOSEUP TOOTHPASTE Vietnam for Samsung Galaxy S8 - Shake To Own and Mindshare Vietnam for Closeup enabled the young couple to express their love through Mobile Integrated Audio match system Samsung Vietnam / Galaxy A and Leo Burnett Vietnam for Unilever Vietnam/POND’S and Mindshare Samsung Galaxy A - A-Playlist Vietnam for UNILEVER Vietnam/CLEAR and Mindshare Real Beauty needs No Filter Vietnam for Samsung Vietnam / Galaxy A and Leo Burnett UNLEASH THE POWER OF 9 HERBS Vietnam for Samsung Galaxy A - A-Playlist Promotion ORION and WAVEMAKER / CHEIL for Cross Screen Advertising SUMMER COOL CHOCOPIE Unilever Vietnam / LIFEBUOY and Mindshare

Samsung Vietnam / Galaxy S8 and Leo Burnett Vietnam for

Vietnam for MOM’S REAL SILVER PROTECTION – LIFEBUOY Samsung Galaxy S8 - Shake To Own Yomost and Leo Burnett Vietnam for Programmatic Yomost - Make a Move #TLPN UNILEVER Vietnam/KNORR and Mindshare

Relationship Building / CRM Vietnam for Knorr the Recipe Doctor helped the Vietnamese Vietnam Prosperity Finance Limited Company Moms with personalized Food recipes (FE CREDIT) and Adtima for Manage your FE CREDIT loan using Zalo chat app GRAB and WAVEMAKER for OUTCOMES BASED DIGITAL MARKETING FrieslandCampina Vietnam and Adtima for CREATING SUSTAINABLE BUSINESS FOR GRAB How Friso auto-validates mom’s profiles via Zalo chat app

86 Mobile Website Messaging Samsung Vietnam / Galaxy S8 and Leo Burnett UNILEVER Vietnam/P/S TOOTHPASTE and Vietnam for Mindshare Vietnam for Samsung Galaxy S8 - Shake To Own P/S Anti Cavity – Helping Vietnamese Rural change Brushing habit to prevent cavity Mobile Social Samsung Vietnam and Leo Burnett Vietnam for Samsung Connect - Power of a Message Suntory PepsiCo Vietnam Beverage / Mirinda and REDDER Advertising Vietnam / Mindshare Mobile App Vietnam for MIRINDA APRIL FOOLS SUNTORY PEPSICO VIETNAM BEVERAGE

Yomost and Leo Burnett Vietnam for / PEPSI and Mindshare Vietnam / REDDER Yomost - Make a Move #TLPN Advertising for PEPSI - SING YOUR OWN MUSIC MOMENT WITH Innovation REAL LIFE TARGETING Oxalis Adventure and DigiPencil MVV for UNILEVER Vietnam/CLOSEUP TOOTHPASTE Virtual journey to the biggest cave in the world: Son

and Mindshare Vietnam for Doong How Closeup used a mobile first approach to create exciting and intimate dates for thousands of Location Based Services or Targeting ‘forever alone’ millennials Suntory PepsiCo Vietnam Beverage / 7UP and

The Coca-Cola Company/Coca-Cola and Mindshare Vietnam / REDDER Advertising for Circus Digital for 7UP Foodies - BRING THE BEST EXPERIENCES Coke iBeacon Cooler WITH FOOD FROM VIRTUAL TO REALITY Samsung Vietnam / Galaxy J7 Pro and Leo Best Brand Experiences in Mobile Rich Media Burnett Vietnam for Samsung Galaxy J7 Pro - Put The Lights On Rural Castrol and Mindshare Vietnam & Dsquare for

Bring your LUCK this TET with CASTROL Mobile Video Masan / Chin-Su and Inspirato Media for Samsung Vietnam / Galaxy S8 and Leo Burnett Vietnam for Masan Utilizes Video Content via Chuyện Kể Bé Nghe Samsung Galaxy S8 - Time To Move On Unilever Vietnam/Comfort and Mindshare

Most Engaging Mobile Creative Vietnam for Comfort brought the overwhelmed nature sensorial Samsung Vietnam / Galaxy S8 and Leo Burnett experience through the 360-degree experimental Vietnam for video Samsung Galaxy S8 - Shake To Own Industry Awards (Blue) Suntory PepsiCo Vietnam Beverage / 7UP

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87 CHINA 2017

Mobile Marketing Strategy Industry Awards (Blue) Tencent The Yinyangshi (Onmyoji) collaboration with KFC for Agency of the Year in Mobile Yum China Yum China

Snickers - Don’t let hunger ruin your Olympic Marketer of the Year in Mobile

Games for Yum China Tencent Best in Show “The Yinyangshi（Onmyoji） SAP & NBA native content marketing collaboration with KFC” campaign for Tencent

New Technology Application Pepsi AR red envelope campaign - Brings happiness home for Tencent The Yinyangshi (Onmyoji) collaboration with KFC for Yum China

Best Use of Data UFS Data Intelligence for Social Touch Durex A bed of China for Mconnect

Creative & Production Yasmin’s Sex-Ed Revolution for PHD China

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Contact us : [email protected] Data: Mobile Media in the Asia-Pacific This section of the Yearbook media players via accelerators and and harmonious manner. complements the qualitative analysis venture investment funds. Targeted in Parts I-III, and presents data tables innovations range from AI and ML to From strategy to design, campaigns to and figures sourced from industry blockchain and IoT. conversations, periodic engagement to associations and companies such as always-on analytics, text to video: how GSMA and Ericsson. The Asia-Pacific What does this data mean for ready are you for the mobile shift? leads the world in terms of mobile local players in the mobile media subscribers, with a wide range of ecosystem? What global practices network diffusion. Mobile is disrupting can be localised, and what regional As Ericsson’s Chief Strategy Officer sectors ranging from health and learnings from Asia can international Niklas Heuveldop reports, the mobile education to entertainment and retail. players transfer to or adapt in other industry has taken major steps to parts of the world? This data points progress network evolution. “By 2022, With more than five billion unique the way to new ways of replicating or we anticipate that there will be more mobile subscribers at the end of 2017, scaling mobile innovations. than half a billion 5G subscriptions, mobile has a greater reach than any As 5G emerges on the horizon, the with a population coverage of 15 other technology, according to GSMA. percent. Mobile broadband continues However, significant gaps and divides possibilities of transformations via mobile devices and behaviours will to grow strongly. On average, more continue to exist between and within than one million new mobile broadband individual Asia-Pacific countries, challenge and enhance our absorptive capacities even more. The migration subscribers will be added every day up especially with regard to mobile to the end of 2022,” he says. broadband. The startup movement is path, however, is paved with bumps scaling up in the region, with a range and potholes, and not all companies Fig. 1: A world of mobile (source: Ericsson) of innovations and alliances with larger will make the mobile shift in a smooth

92 MMA APAC 2017 Yearbook

Fig.2: Mobile subscriptions in Q4 2017 (source: Ericsson)

Fig. 3: Mobile penetration as a percentage of the population (source: Ericsson)

93 Mobile subscriptions are growing Part of the large increase in Asia is 5.2 billion, according to Ericsson data. around 4 percent year-on-year. Huge driven by new strategic operator moves The figures also show that around quarterly additions are reported in India. Leveraging existing mobile 400 million smartphones were sold in China, Indonesia, Bangladesh, infrastructure is the most cost-effective in Q4, which equates to 84 percent of and Pakistan. In Q4 2017, the total way to connect the 50 percent of the all mobile phones sold in the quarter. number of mobile subscriptions was global population that still doesn’t have Overall, the number of unique mobile around 7.8 billion. The subscriptions internet access, according to Ericsson. subscribers worldwide is around 5.4 in APAC (excluding China and India) billion. have reached 1.16 billion, with China The number of mobile broadband accounting for 1.4 billion and India for subscriptions grew by approximately 1.16 billion. 200 million in Q4 2017 to reach around

Fig. 4: Global growth of data traffic 2016-2017 (source: Ericsson)

Fig. 5: Mobile growth in Southeast Asia (source: Ericsson)

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Fig. 6: Mobile subscriptions by technology (source: Ericsson)

Mobile networks have brought voice still doesn’t have internet access, main challenges in connecting the and internet services to billions of according to Ericsson data. The most unconnected are primarily related to people around the globe over the cost-efficient way to bring more people affordability, literacy, and provision last 25 years. Despite this, more than online is to leverage existing mobile of relevant services – rather than the 50 percent of the world’s population network infrastructure. However, the availability of technology.

Fig. 7: Mobile broadband growth by region (source: Ericsson)

Mobile broadband will account for more 2022 there will be nine billion mobile percent of all mobile subscriptions. than 90 percent of all subscriptions by subscriptions. Ericsson predicts that 2022. It’s anticipated that by the end of this will account for more than 90

95 Fig. 8: VoLTE subscriptions by region (source: Ericsson)

The total number of mobile broadband large-scale trials and deployments dominant mobile access technology subscriptions is now around 4.6 of 5G in 2019. The number of 5G in 2018, and will likely reach 5 billion billion, according to Ericsson. LTE subscriptions is forecast by Ericsson subscriptions by the end of 2022. In subscriptions continue to grow to exceed half a billion by the end developing markets, GSM/EDGE will strongly, with 250 million new of 2022. Over time, 5G will enable a still account for a significant share of subscriptions added during Q1 2017 to wide range of use cases for massive subscriptions, and across all regions, reach a total of around 2.1 billion. Internet of Things (IoT) and critical most 3G/4G subscriptions will still communication. have access to GSM/EDGE as a Acceleration of the 5G New Radio (NR) fallback, according to Ericsson. standardisation schedule will enable LTE is anticipated to become the Mobile data traffic continues to grow. This is driven both by the rising number of smartphone subscriptions and increasing average data volume per subscription, fueled primarily by more viewing of video content at higher resolutions, as per Ericsson data. In Q4 2017, mobile data traffic grew around 55 percent year-on-year, which was significantly lower than for the previous four quarters, when it varied between 65 and 70 percent. Ericsson shows that starting in Q4 2016, the global traffic growth was noticeably boosted above its long-term trend line by free data traffic offers in India, resulting in a high base for comparison with the Q4 2017 traffic. Many consumers in developing markets first experience the internet through mobile networks on a smartphone. VoLTE has now been launched in more than 100 networks in 55 countries, according to Ericsson. The number of VoLTE subscriptions is Fig. 9: Mobile traffic by category (source: Ericsson) now projected to reach 4.6 billion by the end of 2022, making up more than 90 percent of all LTE subscriptions globally. Due to launches in China and India, more affordable VoLTE devices will be available sooner than expected.

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Fig. 10: The rise of mobile video (source: Ericsson)

Mobile video traffic is forecast to traffic will decline from 13 percent in streaming. Embedded video in social grow by around 50 percent annually 2016 to around 11 percent in 2022, as media and webpages is counted as through 2022 to account for nearly a result of the stronger growth in video. video traffic in the Ericsson’s forecast three quarters of all mobile data and network measurements. Generally, traffic, according to Ericsson. Social Additionally, the use of embedded smartphones are used more than networking is expected to grow by video in social media and webpages tablets for watching short video 38 percent annually over the next six continues to grow, fueled by larger content, but tablets are used more for years. However, its relative share of device screens, higher resolution watching longer video content. and new platforms supporting live

Fig. 11: Data traffic per active smartphone (source: Ericsson)

As the most populous region, Asia the region is expected to exceed 30 mobile broadband subscriptions Pacific has the largest share of mobile ExaBytes (EB). A rapid growth in mobile between the end of 2016 and 2022, data traffic. This will continue into broadband subscriptions is expected, according to Ericsson. 2022, when the total mobile traffic in with China alone set to add 495 million

97 Fig.12: Growth of connected devices (source: Ericsson)

Fig. 13: Urban IoT scenarios (source: Ericsson)

The number of connected IoT devices machines, meters, sensors, point-of- to 100 meters, such as Wi-Fi, Bluetooth is growing, driven by an increasing sales terminals, consumer electronics and ZigBee. The wide-area segment range of use cases and business and wearables. consists of devices using cellular models, and supported by falling device connections, as well as unlicensed costs. Around 29 billion connected Ericsson classifies IoT into short-range low-power technologies, such as devices are forecast by 2022, of which and wide-area segments. The short- Sigfox, LoRa and RPMA. Presently, the around 18 billion will be related to IoT, range segment largely consists of dominating technology in this segment according to Ericsson. Connected devices connected by unlicensed radio is GSM/GPRS, according to Ericsson. IoT devices include connected cars, technologies, with a typical range of up

98 MMA APAC 2017 Yearbook

Fig. 14: Mobile subscriptions v/s subscribers (source: Ericsson) Ericsson attributes the difference between the number of subscriptions and the number of subscribers due to inactive subscriptions, multiple device ownership and/or optimisation of subscriptions for different types of calls.

Fig.15: Smartphone subscriptions by technology (source: Ericsson)

Currently, the main role of cellular connectivity for emerging IoT will meet massive IoT coverage networks is to provide mobile applications due to their ubiquitous requirements and support a wide broadband coverage for devices such deployments, as well as their inherent range of low-cost devices, according to as smartphones. Cellular networks characteristics, which include security Ericsson. are also well-suited to providing and reliability. Newer technologies

99 Fig. 16: Regional mobile subscriptions by technology (source: Ericsson)

Considering that the regional average in local languages is considered to be Development Goals (SDGs) over the use of local apps is relatively low, important. Time-to-content as a key next 15 years. Achieving the SDGs will Ericsson foresees an opportunity to metric for app coverage. mean leveraging existing and widely- stimulate uptake for usage of local apps deployed technologies, such as mobile by developing new ones, especially for As part of the 70th session of the broadband, to help overcome social countries such as Vietnam, Thailand United Nations General Assembly and financial exclusion in developing and Indonesia, where content delivered held in September 2015, 193 world countries, according to Ericsson. leaders committed to 17 Sustainable

Fig.17: Internet users in the world (source: Internet World Stats)

According to industry association India, China, Pakistan, Indonesia and opportunity will lie in mobile internet GSMA, the number of unique mobile Bangladesh, as well as Sub-Saharan – a market that will add 1.75 billion subscribers will reach 5.9 billion by Africa and Latin America. The speed new users over the next eight years, 2025, equivalent to 71% of the world’s of growth is slowing though, with most reaching a milestone of 5 billion mobile population. Growth will be driven of the developed world approaching internet users in 2025, according to by developing countries, particularly saturation. The more significant growth GSMA projections.

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Fig.18: Estimated global mobile growth, revenues, GDP contribution in 2017 and 2025 (source: GSMA)

Fig.18: Global and regional technology mix for 2017 and 2025 (source: GSMA)

101 Fig.19: Mobile milestones, 2017-2025 (source: GSMA)

Fig.20: Unique mobile subscribers as a percentage of population in the world’s 10 largest countries by population (source: GSMA)

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Fig.21: Growth of smartphone adoption 2017-2025 (source: GSMA)

Mobile internet adoption will contribution to the UN’s Sustainable market for e-commerce, fintech and increasingly become the key metric Development Goals (SDGs). It also a range of digitally delivered services by which to measure the reach and contributes to developments in the and content. value created by the mobile industry, wider digital ecosystem, as mobile according to GSMA. This includes its internet users are the addressable

Fig.22: Smartphone engagement segments as percentage of total users (source: GSMA)

103 Fig.23: Global mobile adoption by technology (source: GSMA)

Fig.24: IoT connections worldwide (source: GSMA)

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Fig.25: Regional IoT growth (source: GSMA)

By 2025, two thirds of mobile for 53% of total mobile SIMs and 5G cities, buildings and enterprises, as connections (excluding cellular IoT) at 14%, according to GSMA. Growth well as rising investor financing and a across the world will operate on high- in IoT will be driven by a proliferation supportive ecosystem for innovation. speed networks, with 4G accounting of uses cases for smart homes,

Fig.26: Direct contribution of the mobile ecosystem to GDP in $ billion, and percentage of 2017 GDP (source: GSMA)

105 Fig.27: Mobile contribution to GDP (source: GSMA)

In 2017, mobile technologies and almost $500 billion raised through Looking ahead, there is widespread services generated 4.5% of GDP general taxation and $25 billion through recognition that AI will be key to future globally, a contribution that amounted mobile spectrum auctions. business and digital transformation as to $3.6 trillion of economic value well as driving increasingly autonomous added, according to GSMA. By 2022, By 2025, mobile internet penetration and intelligent networks and improving this contribution will reach $4.6 trillion, will reach 61% of the global population the customer experience through or 5% of GDP, as countries around and 86% of unique subscribers. GSMA better understanding of customer the globe. In 2017, the wider mobile predicts that most of the 1.75 billion behaviour, according to GSMA. AI, ecosystem also supported a total of increase in the number of mobile IoT and advanced data analytics will 29 million jobs (directly and indirectly) internet users between 2017 and 2025 converge to provide intelligence on- and made a substantial contribution to will come from China (around 350 demand. the funding of the public sector, with million new users), India (330 million) and Sub-Saharan Africa (280 million).

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