82 Intelligent Questions to Ask at adTechSG2013

82 questions to ask at #adTechSG 2013

If you are shy to ask aloud, just tweet it to @adtechsg

Your

intelligent

assistant to

#adtec

hsg

They say that what differentiates great leaders from the good ones

are the kind of questions they ask?

We are here to provoke your thoughts & ignite the right kind of questions to ask at each of the 41 sessions

over the next 2 days.

If not anything else, this will help you sound intelligentwhile you network during the coffee breaks;)

adTechSG 2013 is here & we all wanna share, network & learn everything

about digital in just 2 days

Tweet your questions to @adtechsg & @harper

Day1 Opening Keynote: Failure Was Not An Option

Q1: If Singapore’s PM Lee invites you to manage his online campaigns for the next General Elections, will you be keen to help?;)

Q2: Was it easier to market Threadless tees or President Obama for the 2nd term?! One similarity in marketing the two brands?

Tweet your questions to @adtechsg

Day1. Track 1. Session 1: Marriage of Content &

Technology

Q3: What is a healthy ratio betweencontent creation : content curation that brands can adhere to?

Q4: Should brands create own branded content or should they crowd source it?


Day 1. Track 1. Session 2: The Agency is Dead

Q5: In a hypercompetitive agency market, how realistic is it for agencies to dictate terms with clients?

Q6: You ask agencies not to get big. How do they scale revenues & make an exit then?

Tweet your questions to @adtechsg, @alizaknox,

@suttonmatt

Day1. Track 2. Session 1: Evolution of Social To the

Centre of the Digital EcoSystem

Q7: Will Twitter’s self-serve advertising platform be opened up to individuals and SMBs or is it only meant for large organizations?

Q8: Why don’t we see many Singapore companies use Twitter for customer service

24x7 as observed in other markets?


Day1. Track 2. Session 2: The Affluent Asian Consumer

Q9: How relevant is traditional market research in today’s world of real-time marketing? How has digital impacted your research process?

Q10: How do you ascertain if affluent customers are active on digital platforms?

How can brands reach them directly?


Day1. Track 3. Session 1: Upsize Me. Serving Creative

Innovation with Fries

Q11: Why did you chose to co-promote Hello Kitty? Any interesting data to suggest any preference amongst your customer base?

Q12: How do you decide which menu item to promote & which not to promote through

digital?

Tweet your questions to @adtechsg,

@derek_callow,@garytranter

Day1. Track 3. Session 2: Balls to Play

Q13: As a medium sized agency, how do you compete against the big boys?

Q14: How do you lock down clients for long term AOR digital contracts?


Day1. Track 1. Session 3: New Innovation to Digital

Media from the Cloud

Q15: How is Amazon competing with SalesForce in the cloud marketing domain given their recent acquisitions?

Q16: Can you share 2 examples of how local marketers have leveraged on the cloud for

campaigns?

Tweet your questions to @adtechsg, @mackenzie

Day1. Track 1. Session 4: Leave Your Egos at the Door

Q17: How do you re-invent agencies like OMD that have so much historical baggage?

Q18: Are younger talent who may understand digital better, given more opportunities in

agencies with old hierarchies?

Tweet your questions to @adtechsg, @ctoksvig

Day1. Track 2. Session 3: Fairplay in Social Media

Q19: How can brands manage or prevent consumers from sharing copyright images on social media? Any best practices?

Q20: How can brands manage “fairplay” better in countries where there are no specific

laws pertaining to digital/social media?


Day1. Track 2. Session 4: WWF – Towards engaging

hundreds of millions for real change

Q21: Whats the average per capital donation that you receive through digital channels? How does that compare to traditional channels?

Q22: How do you prevent money laundering/fraudulent sources from making

donations to WWF?

Tweet your questions to @adtechsg, @l_3id, @TPeltoniemi

Day1. Track 3. Session 3: Adapting to the mobile seismic

shift

Q23: Is mobile really paying rich dividends in Asia beyond just delivering clicks?

Q24: Whats your take on iOS7? Should marketers and developers prepare themselves

for a big change?

Tweet your questions to @adtechsg, @narasimhasuresh

Day1. Track 3. Session 4: Adapting to the mobile seismic

shift

Q25: How real and feasible is augmented reality for marketing campaigns in APAC?

Q26: Like QRCodes the technology has existed for long. Why hasn’t it taken off yet?


Day1. Keynote Presentation 2:Monetizing the Digital

Transformation

Q27: What is working better for FT – advertising revenue or subscription revenue?

Q28: How long do you think FT’s print division will survive? Will it follow the path of

Newsweek, Readers Digest & other failing print companies?

Tweet your questions to @adtechsg, @mcfrizz

Day1. Keynote Presentation 3:Re-Shaping the conversation

between brands and the people

Q29: How has VISA monetized its digital investments and brand conversations in Asia?

Q30: How can companies convince senior management to allow for a 2way conversation

between brands and consumers? Especially, large, sensitive, archaic, public listed ones?

Tweet your questions to @adtechsg, @barneylo

Day1. Track 1. Session 5: How digital changes the game

for globalizing Chinese brands?

Q31: Which Chinese industries or flagship brands are leveraging the most on digital as part of their internationalization process?

Q32: What do internationalizing/exporting brands use digital for? Whats your take on the

digital opportunity in Myanmar?

Tweet your questions to @adtechsg, @datadang

Day1. Track 1. Session 6: The big currency debate – the

resurrection of the GRP

Q33: Do you a see an opportunity for “second screen” digital platforms to target digital omnivores?

Q34: How is comscore preparing itself for the “cookie deletion” era?

Tweet your questions to @adtechsg, @victoronefc

Day1. Track 2. Session 5: The use of digital media to

create a world class sporting event

Q35: Has social media helped connect the sporting fans directly with the MMA stars? How has that experience been?

Q36: What digital/analytics tools have you used while organizing mega sporting events to

improve the fan experience?

Tweet your questions to @adtechsg, @vikasgulati

Day1. Track 2. Session 6: Beyond the Banner on Mobile

Q37: How can brand marketers be better prepared for the constant changing mobile environment in terms of device, design, OS etc?

Q38: If a brand that is new to mobile was to pick one mobile option, should it be mobile

website or mobile app or just begin with mobile ads?


Day1. Track 3. Session 5: Analytics to Drive Digital

Results

Q39: With wearable computing devices like the Google Glass coming to the market soon, how do you think the world of analytics will change?

Q40: Does P&G use analytics on the mobile platform as well? How different are the metrics

for mobile vs desktop analytics?

Tweet your questions to @adtechsg, @jordankhoo

Day1. Track 3. Session 6: Connecting the Dots

Q41: Can you share an Asian case study involving multiple devices and second screen apps?

Q42: What kind of analytics tools are available in the market to measure & monitor

cross/multi-device campaigns?

Tweet your questions to @adtechsg, @briansilver

Day 2. Opening Keynote: The Beauty of Big Data to Precisely Target Audiences

Q43: Is Yahoo innovating only through acquisitions (Tumblr, Hulu, Summly etc.)? What are some of its in house innovations recently?

Q44: What does Yahoo plan to be in 5 years? Will it still be a portal and a search engine

or ??

Tweet your questions to @adtechsg, @nickwodtke,

@nickikenyon

Day 2. Keynote Presentation 2:Introducing Samsung and

Facebook

Q45: Would you consider Facebook Home to be a failure?

Q46: Apart from Facebook advertising, how else has Samsung leveraged on innovated on

the Facebook network?

Tweet your questions to @adtechsg, @enriquerp

Day 2. Track 1. Session 1:3M – From Excellence in

Innovation to Excellence in Digital

Q47: What are the core KPIs of a Centre of Excellence? Does 3M experiment with its digital strategy?

Q48: What kind of brands does a global company like 3M take inspiration from for

digital campaigns in APAC?

Tweet your questions to @adtechsg, @uber

Day 2. Track 1. Session 2:Making a global brand successful in Asia through localized digital

advertising

Q49: How does Amobee plan to compete with existing mobile networks in Asia? Would being part of a larger umbrella brand like Singtel hinder its innovation?

Q50: Has Uber’s growth in Singapore been easy given how difficult it is to get cabs & the

declining quality of public transport?

Tweet your questions to @adtechsg, @alexoberberg

Day 2. Track 2. Session 1:Digital marketeers with a

challenger mindset

Q51: When a company loses heavy market share like Nokia did, is there a way digital/social can help prevent the free fall & augment growth?

Q52: Nokia was about connecting people, a perfect fit for the social media world. Do you

think it has strategically embraced digital?

Tweet your questions to @adtechsg, @jonwchin

Day 2. Track 2. Session 2:The Philips+ project in Asia

Q53: How many of the crowd sourced ideas from Philips+ were actually implemented in Asia?

Q54: What was one major drawback or failure of the Philips+ project in APAC?

Tweet your questions to @adtechsg, @keithtimimi

Day 2. Track 3. Session 1:Innovate or Die – Why Ideas must

precede profitability

Q55: How do you institutionalize ideas and knowledge management in agencies?

Q56: What do you do with ideas that were either discarded or not shortlisted by clients?

Can dormant ideas be monetized?


Day 2. Track 3. Session 2:Google’s approach to Innovation

Q57: How do you improve Google search 10X? How do you foresee the search engine business evolving in 5 years?

Q58: Why hasn’t Google succeeded on social media? Do you think eventually it would make

sense for it to acquire a Facebook?

Tweet your questions to @adtechsg, @widhadh, @ismcb,

@derektweets

Day 2. Track 1. Session 3:Building a multi-country social

media programme

Q59: How is SalesForce’s gameplay in digital expected to change with its recent acquisition of ExactTarget?

Q60: Why does Ogilvy have so many sub brands to handle digital? Doesn’t it make

sense to integrate skillsets and ideas?

Tweet your questions to @adtechsg, @nsmiti, @wendy_hogan, @js_hawkins, @stu_spiteri

Day 2. Track 1. Session 4:Long live programmatic buying

Q61: Are programmatic & automatic media buying the one and the same thing?

Q62: Can programmatic buying completely wipe out the media agency business in a

decades time?


Day 2. Track 2. Session 3:Attribution: This session will make

you changer your media mix

Q63: How do you integrate the attribution model across both offline and online? How accurate and robust is the data?

Q64: How real-time is the econometric data that is made available for attribution

modeling?


Day 2. Track 2. Session 4:Big Data Analysis of Human

Behavorial Patterns

Q65: Is the GPS-based data that is collected only after seeking explicit permission from all the mobile users?

Q66: Do you foresee a future where every action and movement of humans would be

digitally recorded and tracked? What are the implications?

Tweet your questions to @adtechsg, @jbarouch

Day 2. Track 3. Session 3:The New Social Metrics

Q67: What location algorithm or technique do you use to map geo data with existing social media conversation data points?

Q68: Does this technology work well in developing countries in ASEAN such as

Cambodia, Vietnam, Myanmar?


Day 2. Track 3. Session 4:Using Context to Unlock the Tablet

Opportunity

Q69: Is there a way for brands to combine their efforts to tackle both phones & tablets? A “Phablet” strategy?

Q70: Which industries are making the most use of tablets as part of their sales and

marketing efforts in APAC?

Tweet your questions to @adtechsg, @turbanizer

Day 2. Keynote Presentation 3:The 3 Year Journey of Angel’s Gate

Q71: Why hasn’t Angels Gate produced or groomed a startup that has scaled up massively or enjoyed a good exit?

Q72: Name one Singapore startup that you are personally betting on?

Tweet your questions to @adtechsg, @mgrover1

Day 2. Track 1. Session 5:Transforming digital marketing to

$$$ marketing

Q73: Isn’t it unfair that digital and offline media channels are compared on different levels? Why does no one seems to demand true accountability from offline?

Q74: Does J&J leverage on digital marketing for its B2B businesses as well? If so, in what

way?

Tweet your questions to @adtechsg, @rachitdayal

Day 2. Track 1. Session 6:FEH – Refreshing the online brand of Singapore’s largest hospitality

group

Q75: If you were to pick between search, display and social media marketing for a hotel client, which one medium would you place your bets on and why?

Q76: Does online marketing for a large hotel group offer economies of scale vis-a-viz

running campaigns for a single hotel?

Tweet your questions to @adtechsg, @johnm_dwa

Day 2. Track 2. Session 5:New Communication Strategies that engage with your customer

Q77: What is the one key metric that brands must use to measure customer engagement online?

Q78: What kind of people would you advise a brand to hire to develop an internal content

marketing team? Who owns the content?

Tweet your questions to @adtechsg, @stu_spiteri

Day 2. Track 2. Session 6:New Communication Strategies that engage with your customer

Q79: How is BrandScreen different from TubeMogul?

Q80: Apart from click and view-based metrics, what are some of the other softer, qualitative

analytics that you offer to your clients?

Tweet your questions to @adtechsg, @harper

Day 2. Closing Keynote:Fireside chat with Harper

Q81: What would it need for Asia/Singapore to outpace Silicon Valley in digital innovation?

Q82: Five marketing technologies that we expect to mature by the time we meet at

adTechsg 2014?

Ok, enough already. Time to party!

If you found these questions

useful, please tweet me at

@pranmaz and buy me a beer

If you would like to meet me at

@adtechsg, just SMS me at 90695123

While we are partners of adTechSG 2013, all the

questions in this document are our own & have not been

influenced/planted by the event organizing committee.

No, Really!

DISCLAIMER

Business

82 Intelligent Questions to Ask at adTechSG2013