APAC 2015 Yearbook 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 Preeti Desai, Country Manager, MMA India Tam Phan Bich, Country Manager, MMA Vietnam Yolanda Shi, Membership Manager, MMA China Madanmohan Rao, Yearbook Editor Nguyen Van Nam, Project Coordinator, MMA Asia Pacific Nguyen Doan, Project Coordinator, MMA Asia Pacific First published 2015 Copyright © 2015 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. 2 MMA APAC 2015 Yearbook SAMPLE TEXT SAMPLE CONTENTS Foreword................................................................. 5 10.Years.of.Mobile.Advertising:.. lessons.learnt,.unlearnt.and.relearnt...................26 Welcome.letter........................................................ 6 by Herwinto Chandra Sutantyo Digital Business Innovation XL, Axiata Executive.Summary................................................. 8 Mobile.Disruption:.Personalisation,.. Ad.Blocking.and.Beyond........................................29 by Tanmay Mohanty Managing Director, Resultrix and Performics India PART I: BIG PICTURE AND BIG PRIZE 12 Bringing.together.social,.. How.the.‘Third.Wave’.will.transform.. commerce.and.ads................................................32 mobile.marketing..................................................13 by Matthew Talbot SVP, BBM, BlackBerry by Norm Johnston Global Chief Strategy & Digital Officer, Mindshare Mobile.marketing.in.India:.. Five.ways.to.stay.innovative.in.. how.brands.can.personalise.user.experiences.....34 mobile.marketing..................................................15 by Avinash Jhangiani Managing Director, Digital and Mobility, Omnicom Media by Thomas Twigg, Head of Strategy, M&C Saatchi Mobile Group Five.Tips.for.Effective.Brand-Agency.. How.Location.Intelligence.Helps.Businesses. Partnerships.........................................................17 Improve.Marketing.Effectiveness.in.the.Now........36 by Tuomas Peltoniemi President, TBWA’s Digital Art Network (DAN) Asia by Shobhit Shukla Chief Revenue Officer, Near The.Art.of.Engendering.Reciprocity.–.. Meaningful.Connections........................................19 by Gregory Armshaw Digital Product Strategist/Advisor, Topme PART II: SEIZING THE MOBILE MICRO-MOMENT 40 What’s.new.on.mobile?.. State.of.App.Nation.in.Asia.-.. Ideas.powered.by.startups!...................................22 and.What.it.Means.for.Marketers..........................41 by Milind Pathak COO, MadHouse India by Nitin Mathur Senior Director, Marketing (APAC) & Head of Media (INSEA), Yahoo Redefining.the.Banner.Ad:.. Mobile.Consumer.Insights:.Strengthening.. The.End.on.an.Era!................................................24 Audience.Relevance.in.Mobile.Marketing..............44 by Martin Nygate Chief nanu, Gentay Communications by Stevy Kosasih General Manager, Data Insight, Telkomsel 3 SAMPLE TEXT Ad.Fraud.in.Mobile.Advertising:.. SEO.and.SMO.Revisited:.The.Mobile.Lens.............64 The.Next.Battleground..........................................46 by Anita Nayyar CEO, Havas Media Group, India & South Asia by Joe Nguyen Senior Vice President, Asia Pacific, comScore, Inc. Learnings.from.the.MMA.SMOX.Study:.. The.Post-Mobile.Era:.. the.need.for.double.digit.investment.in.. Making.the.Most.of.Cross-Screen.........................48 mobile.marketing..................................................66 by Chih-Han Yu CEO & Co-founder, Appier Mobile.technology.and.retail.banking................... 50 PART III: MMA BOARD OF DIRECTORS 69 by Kalidas Ghose CEO and Vice Chairman, FE Credit The.Mobile.Innovation.Cycle:.. PART IV: MMA MEMBERSHIP 73 What’s.Begging.for.Disruption..............................53 by Manav Sethi Group CMO, ASKME India & FINDIT Malaysia Members...............................................................77 Brand.Happiness:.How.Coke.Successfully.used. Mobile.to.Reconnect.with.Teens.in.Vietnam..........55 PART V: AWARD WINNERS: THE SMARTIES 79 by Truc Nguyen Connections Manager, Coca-Cola Southeast Asia Asia-Pacific........................................................... How.mobile.marketing.adds.richness.and.. 80 value.to.online.classifieds.....................................57 India.......................................................................84 by Amarjit Singh Batra CEO, OLX India Indonesia...............................................................87 Mobile.Marketing.Case.Studies:.. Vietnam.................................................................90 A.View.from.Indonesia...........................................59 by Himanshu Shekhar CEO, Mindshare South East Asia Australia................................................................93 and Crisela Magpayo-Cervantes, Regional Business Director, Netbooster Asia 2015.Smarties.Asia-Pacific:.How.to.Succeed.in. Southeast.Asia.E-commerce:.. Mobile.Marketing?.................................................94 Winning.the.Next.Wave.of.Shoppers.....................61 by Anggra Tidayoh - Marketing Director by David Resnick Sector Leader, Performance & Multi-Channel at Google and Darren Tseng Regional Account Manager, eCommerce APAC, Google PART VI: DATA SETS 101 Data.Sets:.Mobile.Media.in.the.Asia-Pacific........102 4 MMA APAC 2015 Yearbook SAMPLE TEXT SAMPLE FOREWORD Welcome to the third edition of the guide consumers from awareness I would like to thank all the contributors MMA Yearbook for Asia Pacific. to purchase, but also as devices who have given us their valuable time to integrate their marketing and insights, and helped put together As dynamic developments in the programmes through the funnel with region’s mobile marketing landscape our 2015 yearbook. We hope you find it other traditional and digital channels. continue gathering pace, we find thought-provoking and useful. Happy ourselves on the cusp of the third This year’s SMARTIES awards in reading ! wave – the age of connected devices the region saw more exciting work and the Internet of Things. Indeed, we from marketers than ever before, in believe Asia Pacific is already at the nearly all leading product categories leading edge of adoption of connected and countries. At the same time, the devices from consumers. proportion of ad spend on mobile still Over the last couple of years, we remains well below consumers’ share have seen a boom in the number of of time for this platform, and we still companies setting up operations in have a long way to go. this region to provide services to grow The exciting SmoX study in China the mobile marketing ecosystem – has validated the increased be they app developers, mobile ad share of budget for mobile within networks, programmatic platforms (DSPs and SSPs), location based the marketing mix for greater marketing, retail beacons, dynamic effectiveness. Yet there are still creative adserving platforms, telcos’ important and unanswered questions own targeting platforms, and more on viewability, fraud avoidance, and mature technologies to target cross-device measurement. hundreds of millions of feature This yearbook and some of the work phones, which still exist in this region. MMA is doing along with leading marketers will hopefully shed some Marketers are increasingly using Ashutosh Srivastava mobile devices with clearly defined more light on these issues, and set roles at each stage of the consumer the ground for greater collaboration Chairman & CEO, Global Emerging journey – as standalone devices to across disciplines. Markets 5 SAMPLE TEXT WELCOME LETTER 2016:.GALVANISING.THE.MOBILE. ‘how mobile.’ Building capabilities, Partnerships aside, highlighting MOMENTUM enhancing measurement, and pockets of excellence across the sparking creative inspiration – these mobile ecosystem will help us move It is time to go beyond ‘why mobile’ are the three pillars that will continue towards the next frontier. Sharing to ‘how mobile’, keeping people and to drive the momentum for the best practices in the form of global their needs at the core. This will industry in 2016. and regional-led case studies will not require capability building, better only increase confidence that mobile measurement of impact, and creative BUILDING.CAPABILITIES. delivers great results for brands, inspiration. THROUGH.EDUCATION.AND. but more importantly, highlight the The mobile landscape of 2015 was PARTNERSHIPS mobile initiatives and campaigns that defined by the question ‘why mobile’ The mobile market is growing so fast have really driven business success. and the surrounding discussions With more examples to learn from, the over why the industry should take a that many are inevitably struggling to catch up. Brand and marketing industry will encounter less inertia in mobile-first approach. But with the converting to the mobile medium. global ubiquity of mobile phones, it is professionals who work in the time we realise that mobile has grown offline marketing landscape often One of our key initiatives is the MMA into a force to reckon with, arguably see mobile as a conflicting platform Forum, a much-needed platform for the single channel