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Organized by Media Partners Asia | Media-Partners-Asia.Com Organized by Media Partners Asia | media-partners-asia.com Four Seasons Hotel, Hong Kong | September 2011 Summit Report Hosted by Lead Sponsor Industry Sponsors Partners The Asia Media Summit 2011 | II Table of Contents Overview: Opening & Introduction 1 The Future of Media & Marketing 2 Online China: Diversification and Expansion 4 India: New-Wave Media Conglomerates 6 News: The Upside-Down World of News Economics 8 Indonesia: The Rise of an Entertainment Powerhouse 9 The Philippines: Ad Dynamics in a Fast-Growing Market 11 Korea: Fresh Horizons at Home and Abroad 13 Sports: Rising Stakes, Rising Rewards 14 Consumers and Media: The Future of Television 15 Financial Levers of the Future 16 The Asia Media Summit 2011 | III OPENING REMARKS AND OVERVIEW The increasing resilience of Asia’s emerging economies was reinforced at the fourth Asia Media Summit from Media Partners Asia (MPA), even as the shadow of a global economic downturn lingered over the event for the second time in four years. Last year’s 8.6% increase in net ad spend acoss the region will slow to 4.3% this year but is expected to rebound to 7% in 2012, according to estimates from MPA. This will provide a welcome foundation for leading media companies whose main challenge now is capitalizing on future growth by building long-term scale and value. This year’s deceleration in ad spend growth is less pronounced than it was in 2009, the last time turmoil in the global economy undermined growth in Asia, thanks in particular to consumption-driven economic dynamos in China, India and Southeast Asia. Opening the Summit, MPA executive director Vivek Couto outlined a three-speed picture of Asian media growth that is starting to become more pronounced. Taking the lead are Indonesia, India, Vietnam and China, the outliers on track for double-digit net ad growth between 2010 and 2015, comfortably ahead of an impressive 8.4% five-year growth trend for the region that excludes two sizable slow-growth markets, Australia and Japan. Southeast Asia’s buoyant economies also feature heavily in the next growth tier, comprising the The main challenge is Philippines, Malaysia, Thailand and Korea. The slowest growth prospects for adspend are “ being exhibited by the last group of markets, Hong Kong, Singapore, Taiwan, Australia “ maintaining long-term and Japan, from 5.1% for Hong Kong from 2010 to 2015 to just 1.2% for Japan, shaken scale and value by a severe earthquake earlier this year. Advertisers also appear relatively undaunted by global markets, more preoccupied Vivek Couto, Media Partners Asia instead with rising costs and inflation within Asia according to a qualitative study conducted among Asia-Pacific members of the World Federation of Advertisers. Eight of ten multinationals, who between them spend US$1.8 billion on media and marketing in Asia-Pacific, didn’t expect global economic conditions to impact their marketing investments in Asia, though nine out of ten said marketing plans could be affected by escalating business costs and competition, while seven out of ten were more cautious due to inflation potentially curbing household spend. The overall picture was somewhat mixed, though on a regional basis Southeast Asia appeared to give more cause for concern than China or India. For media owners, the next phase of growth is less about revenue and more about reinvesting the rewards of scale and profit, particularly to build a more diversified revenue base. This dynamic is playing out in India through investments in different languages and regional media, in online media in China through e-commerce and online payments, and in Southeast Asia by leveraging content investments to create multiplatform franchises. This report examines these initiatives and more – we hope you find it a stimulating read. THREE GROWTH TIERS Net Advertising, CAGR 2010-15 Indonesia 14.0% India 13.1% Vietnam 11.5% China 10.3% Philippines 8.5% Regional average (excludes Australia and Japan) 8.4% Malaysia 7.9% Thailand 6.9% Korea 6.7% Regional average (includes Australia and Japan) 5.9% Hong Kong 5.1% Singapore 4.4% Taiwan 3.6% Australia 2.8% Japan 1.2% 0% 5% 10% 15% Source: MPA research estimates The Asia Media Summit 2011 | 1 THE FUTURE OF MEDIA & MARKETING From left: Digital media has provided advertisers and agencies with a new challenge: understanding how consumers influence each other, as well as understanding how they react to marketing Kristie Lu Stout, CNN (moderator) messages. Making sense of this complex web of interactions promises to transform how Barry Cupples, Omnicom Media Group marketing budgets get spent. Jayant Murty, Intel As a result, practitioners are re-examining the limitations of established yardsticks for measuring marketing effectiveness based on return on investment or ROI, originally devised for advertising in mass media but less suited for the more targeted and interactive opportunities offered by digital media. There are some potential additional ROI metrics on hand, however. These include ROI as return on information, because it’s worth spending on research and analytics that can point media and marketing plans in the right direction, as well as ROI as return on ideas, because ideas increasingly have the potential to deliver game-changing competitive advantages. “In the world we live in, data is key,” said Barry Cupples, regional CEO of Omnicom Media Group, a media agency network that currently oversees around US$5 billion of marketing budgets in Asia-Pacific. “We’ve got to get data first, to drive the information that leads us to better-informed investment decisions,” Cupples added. “The ‘I’ [in ROI] is still open to question, because ideation is integral. We are playing with all three.” Wary that technology giants such as Google have already taken a lead in helping brands incorporate digital data into their marketing plans, large communications groups are ramping up number-crunching capabilities of their own. Omnicom Media Group’s initiative in this area, unveiled in the US last year, has been christened Annalect, combining media analytics, business intelligence, econometric modeling and search services. Such investments will help migrate marketing plans from traditional mass-media campaigns, still effective in many parts of Asia, to include more targeted and interactive options online. Progress however has been hindered by the reluctance of many advertisers to invest in research, as well as share sales data that would help agencies test new models for marketing effectiveness. Digital transformation is still in its infancy, though The data from social while there is little agreement on how new measures should be assessed, marketing “ “ models are coalescing around interactions through social media, and how these influence media will change what people think about different brands. “There are no real currencies that are new,” the industry Cupples said. “The only way we are going to drive those new currencies, if we have data at the heart of everything, is through social. It will change the industry because the data Barry Cupples, Omnicom Media Group available through social is huge.” The Asia Media Summit 2011 | 2 Social media rewrites the media and marketing playbook. “Don’t count how many people you reach,” counseled Jayant Murty, Intel’s regional director for integrated marketing and brand strategy. “Just reach the people who count.” A single influential blogger can make or break or campaign, Murty explained, while brands that fail to engage with online conversations could see their standing tumble dramatically. Those that do address consumer concerns are more likely to thrive, as Intel discovered when bloggers uncovered a problem in one of its products. “If you tell them what you’re doing, it’s amazing how quickly they turn in your favor,” Murty said. “If you give them an impression you’re not listening, they can walk you out of that market.” Intel is well known in media and marketing circles for viral online hits such as Museum of Me, an application that collates data and images from participants’ Facebook profiles and turns them into a virtual exhibition. Intel’s marketing mix in Asia varies quite widely, however. In Korea, where no money is spent on TV, the focus is on mobile, content and sponsorships. TV still accounts for 80% of the budget in India, though digital – including a sponsored Bollywood portal on YouTube – still plays a role. “What we’re getting better at – I don’t think we’re good at it – is staying neutral, and not making up our minds on where we want to spend our money and how we want to spend it,” Murty remarked. There are plenty of tools to measure sentiment and influence around a brand but the hard part is measuring what contribution that sentiment and influence makes, Murty added. “What we end up doing most often is correlation and not causality,” he said. “We pretty much plot everything that you see: what’s happening on tweets, retweets, mentions, how many people are coming to the site, how much time are they spending and with what content. Then you look at what’s happening with retail data: what’s the store traffic, how many people bought brand X versus brand Y, and so on. We just measure volumes of conversations. When conversation volume goes up and it’s positive, it’s hard to assume it doesn’t impact the way people make decisions.” Adapting to a new media and marketing landscape remains a challenge, especially as the way most brands and agencies in Asia are organized today is still largely geared towards If you’re not listening, traditional forms of marketing. “I can’t think how many data streams we get into this “ “ company, from Google Trends to CPCs to CPMs to blogs and tweets and retweets,” Murty consumers can walk you observed.
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