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ADOBE SYMPOSIUM Danielle West | Senior Solutions Consultant

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

MARKET OVERVIEWDigital in Southeast Asia

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

THAILAND

MALAYSIA

SINGAPORE

INDONESIA

PHILIPPINES

VIETNAM

69.11MILLION

31.83MILLION

5.75MILLION

265.4MILLION

105.7MILLION

96.02MILLION

TOTAL POPULATION BY COUNTRY IN SEA

SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

THAILAND

MALAYSIA

SINGAPORE

INDONESIA

PHILIPPINES

VIETNAM

57MILLION

PENETRATION – 82%

25.08MILLION

PENETRATION – 79%

4.83MILLION

PENETRATION – 84%

132.7MILLION

PENETRATION – 50%

67MILLION

PENETRATION – 63%

64MILLION

PENETRATION – 67%

INTERNET USAGE BY COUNTRY IN SEA

SOURCES: INTERNETWORLDSTATS. ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

THAILAND

MALAYSIA

SINGAPORE

INDONESIA

PHILIPPINES

VIETNAM

55.56MILLION

PENETRATION – 80%

21.62MILLION

PENETRATION – 68%

4.71MILLION

PENETRATION – 82%

177.9MILLION

PENETRATION – 67%

61MILLION

PENETRATION – 58%

70.03MILLION

PENETRATION – 73%

MOBILE DATA USAGE BY COUNTRY IN SEA

SOURCES: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

124.8

24.08

61.9

4.58

54.5861.73

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

0

20

40

60

80

100

120

140

Indonesia

Malaysia

Philippines

Singapore

Thailand

Vietnam

Active Mobile Internet Users (in M)

Active Mobile Internet Users (% Population)

26%

72%

2%40%

57%

3%

56%39%

5%

28%

69%

4%

20%

78%

2%

73%

24% 3%

SHARE OF WEB TRAFFICDEVICE USAGE IN SEA

SOURCES: INTERNETWORLDSTATS. ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOKWEB TRAFFIC SOURCES : STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017

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`

% People who Search Online For A Product or Service To Buy

% People Visiting an Online Retail Store

% People Purchased a Product or Service Online

% People Made an Online Purchase Via Desktop or Laptop

% People Made an Online Purchase Via Mobile

`

` `

71% 69%

54% 73%

57% 45%

`

62% 59%

39% 59%

47% 40%

52% 40%

25% 39%

33% 31%

70% 70%

56% 72%

54% 45%

52% 40%

25% 39%

33% 31%

RETAIL MARKET IN SEA BY COUNTRY

SOURCES: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

`

% People who Search Online For A Product or Service To Buy

% People Visiting an Online Retail Store

% People Purchased a Product or Service Online

% People Made an Online Purchase Via Desktop or Laptop

% People Made an Online Purchase Via Mobile

`

` `

71% 69%

54% 73%

57% 45%

`

62% 59%

39% 59%

47% 40%

52% 40%

25% 39%

33% 31%

70% 70%

56% 72%

54% 45%

52% 40%

25% 39%

33% 31%

RETAIL MARKET IN SEA BY COUNTRY

SOURCES: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

40% 52%

50% 52%

45% 57%

68% 61%

74% 62%

61% 71%

75% 72%

76% 87%

76% 79%

52% 60%

64% 59%

63% 68%

37% 45%

40% 40%

38% 50%

` ` `

` `

% Population delete cookies from internet browser to protect privacy

% Population believe that new technologies offer more opportunities

than risks

% Population believe data privacy and protection are vey important

% Population prefer to complete tasks digitally whenever possible

% Population use an ad-blocking tool to stop adverts being displayed

PRIVACY IN SEA BY COUNTRY

SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

40% 52%

50% 52%

45% 57%

68% 61%

74% 62%

61% 71%

75% 72%

76% 87%

76% 79%

52% 60%

64% 59%

63% 68%

37% 45%

40% 40%

38% 50%

` ` `

` `

% Population delete cookies from internet browser to protect privacy

% Population believe that new technologies offer more opportunities

than risks

% Population believe data privacy and protection are vey important

% Population prefer to complete tasks digitally whenever possible

% Population use an ad-blocking tool to stop adverts being displayed

PRIVACY IN SEA BY COUNTRY

SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017

© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Digital Ad Spend APAC

11

$0.00

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

$700.00

Indonesia Thailand Singapore Philippines Malaysia Vietnam

2017 2018 2019

(in M

illio

ns)

SOURCES: eMarketer, March 2018

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5 ADVERTISING TRENDS IN SOUTH EAST ASIA

ARTIFICIAL INTELLIGENCE

ad targeting

content creation & curation

dynamic pricingfraud preventionpredictive customer service

product recommendation

programmatic buying

budget allocationforecasting

personalisation

MOBILE PAYMENTS

PERSONALISATION

CROSS DEVICE MESSAGING

BRAND SAFETY