Asia-Pacific Yearbook 2014...Asia-Pacific Yearbook 2014 The premier global non-profit trade association representing all players in the mobile marketing value chain CREDITS Rohit

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Asia-Pacific Yearbook 2014

The premier global non-profit tradeassociation representing all players in the

mobile marketing value chain

CREDITS

Rohit Dadwal, Managing Director, MMA Asia Pacific Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific Ammita M, Consultant, Strategic Projects, MMA Asia Pacific Tam Phan Bich, Country Manager, MMA Vietnam LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam Amanda Guan, Membership Manager, MMA China Maggie Qin, Marketing Manager, MMA China Madanmohan Rao, Yearbook Editor

First published 2014

Copyright © 2014 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.

Foreword ............................................................................... 4

Welcome Letter .................................................................... 5

Executive Summary .............................................................. 6

Part 1Mobile Marketing – Consumers and Brands ....................... 9

Mobile: The Queen of Queens...........................................................10

Mobile as a mindset not just a channel ............................................12

Creating Value for Media on Mobile and its Impact ...........................15

Why should Mobile Marketing be the most Strategic Imperative to Marketers? ..................................................18

Big data meets mobile: How choice engines will shape the future ...........................................................21

It’s a Mobile World and APAC is Leading the Way ..............................23

‘Mobile First’ approach: A do or die situation for global businesses .........................................................25

The Real Challenge: Mobile Advertising and Attribution ....................27

How Location Reveals the True Potential of Mobile Marketing ..........29

Challenges and Opportunities of Measurements in Mobile................32

Part 2Trends and Impacts ............................................................ 34

Education: the evolutionary necessity...............................................35

From Mobile to Mobility – the third wave in mobile marketing ..........37

Can Creative Ideas Maximize the Potential of Mobile Media Buying?......................................................................40

The small screen needs big ideas ....................................................42

Not your average text message ........................................................44

Mobile’s Marketing Power across Search and Video ........................46

Mobile Marketing and Content Consumption ....................................50

Making Magic in the Moment: How Symbiosis Drives Mobile Ecosystems .......................................54

Philae Moment! ...............................................................................56

5 Mobile UX Mistakes to Avoid .........................................................60

Global Initiatives, Local Mandate: Mobile Marketing Agenda .............63

Metrics and Accountability in Mobile Marketing................................65

Reaching Africa’s Masses through Feature Phones ...........................67

Dynamics of Australia’s Growing Mobile Market ...............................72

No Mobile, No Marketing .................................................................74

Unlock the Potential of Mobile Marketing .........................................76

The Landscape of Mobile in Vietnam: Critical Insights for Approaching M-consumers ................................78

Part 3MMA Board of Directors ..................................................... 80

Part 4MMA Membership .............................................................. 84

Part 5Award Winners: The Smarties ............................................ 92

Asia-PacificChinaIndiaIndonesiaVietnam

Mobile Magic: What it takes to be a SMARTIES Winner ...................101

Part 6Data Points ........................................................................ 104

MMA Asia-Pacific Yearbook, 2014

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MMA APAC 2014 Yearbook

FOREWORDMost brand marketers agree: Mobile is transforming marketing and businesses like nothing else we have seen or will likely see in our generation. In just the last couple of years, we have witnessed how marketers are tapping into the power of mobile at an accelerated rate to drive real business growth and profitability - all while leveraging the unique intimacy only mobile delivers getting them closer to their consumers than ever before.

Frankly, it feels like this moment is the most exciting time to be in marketing. And it’s about to get even more exciting as Mobile, and the MMA for that matter, is just getting started.

In May 2014, we released the globally adopted new MMA mission: to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring this mission are our core pillars all focused on delivering the highest level of value to our members:

1. Demonstrating Measurement & Impact: Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data.

2. Cultivating Creativity & Inspiration: Guiding best practices and driving innovation

3. Building Capability for Success: Fostering know-how and confidence within the marketer’s orga-nization.

Put more simply, the MMA’s primary role is help marketers succeed in Mobile. And we are confident and committed that we have a powerful and aligned agenda in 2015 to accomplish this.

MMA’s SMoX (Cross Marketing Optimization), our proprietary research initiative, will provide, for the very first time ever, real data on the effectiveness of mobile in the marketing mix as well as scientifically tell us the optimized level of mobile. There will be additional insights around the value and role of the many mobile elements, such as audio, video, native and location. These insights will be extracted from actual real world campaigns with Coca-Cola, AT&T, MasterCard, Walmart, Unilever and others in the U.S., UK, China and Brazil.

MMA’s Mobile Inspiration Case Study Hub is currently at 500+ curated case studies but will grow to well over 1,000 in 2015. That’s more mobile insight from more countries behind more marketer objectives than available anywhere else. Our members can use these case studies as a way to understand how to

creatively execute against and add inspiration to their mobile efforts.

The MMA has also developed a thorough learning agenda aiming to provide its members and the industry with solid insights that promote the understanding and success of mobile marketing for those in marketing and those who provide mobile solutions. From mobile data to wearable technology and from CMO interviews to the Mobile Playbook - and of course this Yearbook - each is designed to provide thought leadership for mobile marketing.

MMA’s Smarties awards seek to find and acknowledge the most creative and effective mobile campaign in the marketing industry today worldwide. In fact, we had more submissions in 2014 (half of which came from the APAC region) than even the prestigious Cannes Lions Mobile Awards.

So I encourage you to join us at any of our 15 events next year (nearly a third in APAC), our over 75 webinars worldwide, the dozens of dinners and educational sessions. Nearly 15,000 participants did so this year.

In short, the MMA, as the world’s leading global non-profit trade association with 800+ member companies from nearly 50 countries, has never been better positioned to lead our diversified membership of major marketers, ad agencies, mobile technology platforms, media companies and operators. And we appreciate and further invite you to join the membership and staff of the MMA on this incredibly exciting and world changing journey!

Greg Stuart

CEO

Mobile Marketing Association

New York • Singapore • London • Sao Paulo

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WELCOME LETTERWe are big believers in the power of mobile and its ability to drive transformation and innovation for the advertising industry. I know that you are too.

Globally, there are more people who own a mobile phone than those who own a toothbrush! Today, mobile is not simply a nice-to-have or must-have. Mobile is a must-do-well for brands and their agencies.

This is the second edition of the MMA Yearbook in Asia-Pacific and we hope that you find it to be a valuable and comprehensive resource on all issues related to mobile marketing. This year’s edition includes essays by brand marketers, agency leaders, data and research providers, and social media companies on emerging mobile technologies, industry trends, and creating shared value for customers and brands through mobile.

I’d like to thank all those who’ve contributed their expertise and have been instrumental in helping us put this together. Your participation is a critical factor in the success of all MMA’s activities from this Yearbook to our annual Forums.

In the year to come, my hope is that as an industry we’ll be able to take advantage of the momentum we’ve created through our events and awards series, partner events, learning initiatives, mobile intelligence studies. Let’s continue pushing for better creative, a stronger understanding of the mobile medium, and for advertisers and agencies to put mobile at the heart of their campaigns.

I hope that you enjoy this edition of the Yearbook. Do let us know if you have any feedback so that we can make next year’s even better.

Happy Reading!

Rohit Dadwal

Managing Director, Mobile Marketing Association APAC

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EXECUTIVE SUMMARYby Madanmohan Rao

With over 25 authoritative and insightful chapters on mobile marketing, the 2014 Yearbook brings a wealth of experience and counsel from across the region. The Yearbook also has highlights of winners from the flagship MMA events and Smarties awards in Singapore, India, China, Vietnam and Indonesia. The Yearbook lists organisational members in the Asia-Pacific and profiles the Board of Directors who can help you scale mobile marketing in your individual markets and grow the whole industry. The material in this chapter digs beneath the data points in Part VI of this Yearbook and throws light on mobile consumers, brands, trends, impacts, devices, tools and marketing agendas.

Part I: Mobile Marketing – Consumers and BrandsWhile content may be “king” in the digital world, mobile is the “Queen of Queens” – content is successful only if it gets to the right people at the right time. In other words, context is a key driver for digital strategy, eg. geo-targeting. Location-centric marketing is much more than just mining cookies or footfalls in a mall, it includes psychographic elements as well. Proper contextulisation of content helps marketing deliver a powerful brand experience. “2015 is likely to see a perfect storm of great targeting, increased scale in inventory, better data and even more impressive creative formats,” according to Cheuk Chiang, APAC CEO, Omnicom Media Group.

It is important to understand mobile as a mindset and not just a channel, argues Dick Van Motman, Chairman & CEO, Dentsu Aegis Network, South East Asia. Consumers now spend most of their media day on mobiles. Advertisers need to leave their comfort zone, and develop a hunger to learn. After all, mobile gives power back to the consumer. Marketers need to invest in the creative process, and not just stick to earlier strategies. The industry needs more ‘champions of mobile’ such as Mondelēz’ Oreo. Mobile marketing should be an embedded activity and not in a separate silo.

Mobile inventory should no longer be undifferentiated, and mobile media should have passionate advocates. But this cross-agency multi-functional initiative is hard work and requires extensive resources to understand and leverage mobile, urges Bharad Ramesh, Founder, eMVC. TV ratings businesses and outdoor hoardings are just two of the many industries being disrupted by mobile, and call for cooperation across the board, including mobile operators and social media giants. Trends to watch in this space, in markets like China, include mobile money, O2O (online to offline) synergy and geo-proximity.

Mobile effectively drives the ‘consumer surplus’ of the wired ecosystem in terms of additional value received. Mobiles are at the junction of data flow, content and consumption. Consumer interactions require marketers to not just launch and leave an idea, but learn and resonate these ideas. Mobile will be the key gateway to bring an additional two billion consumers into this connected world. “The value created by a mobile centric strategy is beyond just marketing, it is just going to be central to the way we run our business,” argues Gowthaman Ragothaman, COO, Mindshare World.

One challenge in the digital world of plenty is that too many choices can lead to decision paralysis, postponed decisions and less satisfaction. To be successful, mobiles should be able to deliver to users a customized set of choices based on behavioural context. “Simplifying the world’s choices on the mobile is the next big consumer marketing challenge,” explains Suresh Shankar, Founder, Crayon Data. Success lies in finding ways to reduce big data to relevant data.

Mobile engagement is deepening in the Asia-Pacific, as well as use of social media such as Facebook for online and offline networking. Multi-screening behaviours and video consumption are mushrooming, according to Dan Neary, Vice President, APAC, Facebook. The Internet.org initiative aims to bridge the digital access gap, and mobile will be a key marketing tool for the next billion digital consumers.

Rich media on smartphones can be effective in boosting ad engagement substantially. “Native advertising has raised the bar for personalised mobile advertising by maximising engagement and minimising intrusiveness,” argues Vikas Gulati, Vice President, Southeast Asia, Vserv. Mobile is powering the ‘sharing economy’ and opens up new avenues for product innovation and supply chain management, not just advertising and marketing. Mobile marketing has been slowly transforming and evolving into data-driven marketing.

The growth of mobile marketing is being held back because of the difficulties in measuring its impact, or ‘attribution analysis.’ One reason is mobile web browsers generally do not support cookies. Newer models raise challenges of scale, granularity and privacy. Mobile marketing calls for “more sensitive measurement efforts and richer analytical thinking,” urges Leo Scullin, head of Global Industry Initiatives for the Mobile Marketing Association. Components such as in-app purchases and mobile optimised video open up new frontiers in Smart Mobile Cross Marketing Effectiveness (SMoX.ME).

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As the umbrella of the ‘digital’ ecosystem continues to spread, the range of active devices includes smartphones, tablets, phablets and Internet of Things (IoT). Measuring mobile impacts in the long term calls for a range of tools including user panels and census tags. These multiple data sources vary in levels of accuracy and sophistication in different markets. For example, marketers need to understand the relationships between smartphone and tablet audiences on browsing and apps in varying income groups. This calls for trusted independent data sources and rigorous methodology, says Joe Nguyen, Senior Vice President, Asia Pacific, comScore.

It is through location that mobile can deliver the most personalized and relevant advertising to influence where consumers are going, thus connecting the dots between online and offline sales. In China, one-third of marketers reported that they are using geo-location “always” or “frequently” in mobile marketing. MMA’s Location Terminology guide is a useful educational tool in this regard, to help marketers understand new ways of customer profiling and behaviour modelling. “With location, marketers have finally found the Holy Grail in advertising and the tools to achieve it,” argues Yang Cao, General Manager, APAC, xAd.

Keeping up with the vast range of trends and impacts in the world of mobile media calls for a strong commitment to learning through formal interactions, events and online education. However, marketers do not seem to be great at investing time in learning. “Marketers have an opportunity to connect, engage and influence consumers in a more personal way than ever before,” argues Paul Berney, Managing Partner EMEA and Co-Founder of mCordis. MMA has now created an accredited qualification in mobile marketing that can be recognised by educational institutions and employers alike.

Smartphones and even feature phones continue to offer smarter ways of audience engagement. The Third Wave has also emerged via the Internet of Things in the form of ‘wearables’ and ‘nearables,’ observes Ashutosh Shrivastava, CEO, MindShare Asia-Pacific. A spectrum of attractive – and sometimes confusing – options is opening up for marketers via mobile, in scenarios ranging from media consumption to e-commerce. Industry standards and benchmarks will help pave the way for more learning, in addition to case studies documented by MMA.

Advertising campaigns are built around three essential pillars: Audience, Content and Experience, and mobile is transforming these pillars. Investing in creative ideas can lead to a marked increase in ad performance in mobile as well. A campaign can get 44% more engagement by increasing their creative spends on mobile, argues Rahul Pandey, CEO, Bonzai. There is a need to tap into the potential of mobile and test its limits via new kinds of UX for geo-location data and social sharing. Mobile is a medium of creative brand expression in its own right.

Mobile offers a constant stream of opportunities for innovative marketing. However, mobile marketing should have a big idea behind it, not just a gimmick or a generic app. “Using mobile in more imaginative ways can lead to work that is both innovative and useful,” argues marketing consultant Graham Kelly, citing examples from Sky, Tokyo Aquarium and Mercedes. Features like Augmented Reality have been around for years but are still used quite badly. It is therefore important to keep the emphasis on marketing concepts that are simple, intelligent and insightful.

Mobile is evolving not just in terms of device factors, but content and communication. Messaging apps combine the visual quality of social media with the immediacy of SMS, making it the closest tech has come to mimicking real human interactions, explains Krishnan Menon, Chief Client Officer, Asia Pacific at Wunderman Network. Messaging apps demand a re-thinking of digital and social strategy to get the most of out of them. That requires understanding the dynamics of messaging apps and getting the relationship right. Each new media shift can bring brands closer to effective consumer conversations.

Search and video marketing play to the unique strengths of the smartphone. They have important contextual clues about local intent, depth of personal connection and task orientation, according to Matt Brocklehurst, Product Marketer, Mobile Ads, Google. Location extensions, call extensions and app extensions are useful marketing techniques, along with mobile-centric creatives and sites. The key is to engage with the hearts of customers, and not just target their wallets.

Mobile devices and mobile usage continue to outpace desktop with strong increases year-over-year worldwide, observes Dr. Beverly Harrison, Senior Director – Research, Yahoo! Experiments and insights are needed to understand this shift: for example bursty smartphone usage suggests that context must be preserved in apps via avoiding need for excessive link traversal. Time-of-day usage affects consumer receptiveness to ads as well. Models such as ‘alarm clock’ morning news feeds can meet such needs. Other avenues to explore include use of iBeacons to detect and connect with nearby users.

Mobiles are perhaps the most disruptive technology invented since the airplane, observes Sushobhan Mukherjee, Founder, Narrative Technologies. Both the airplane and the mobile have made the world a smaller, more intimate place. Examples of mobile success include Nike Plus and Kenya’s m-Pesa. Both succeeded by truly mastering symbiosis, weaving together consumers, cultures and innovation respectively. As change agents, marketers and brands must redefine the mobile ecosystem and create magic in The Global Commons.

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Just as the robotic Philae Lander had a bumpy landing on Comet 67P in 2014, so also mobile marketing may not yet have properly arrived at its destination but will eventually do so, argues Naru Radhakrishnan, Chief Client Officer, South East Asia, Millward Brown. The mobile ecosystem has been on a trajectory that is fast and fiery, and faces challenges of The Big Rift (between consumer adoption and brand saviness), The Big Idea (one single brand proposition), and The Big Hole (lack of clarity with RoI).

In practical terms, brands need to develop best practices in mobile user experience (UX). In addition to form factors and ergonomics, designers need to factor in the interrupt-driven nature of mobile usage. Mobile devices generate a lot of information about the user, and contextual data can be used intelligently to pleasantly surprise the user. Dissecting the mobile user experience into key components, and placing the user’s expectations at the centre, yields a conceptual framework for building and evaluating good mobile experience, explains Rajat Harlalka, CEO, Bellurbis.

Market leaders must create ‘brands with purpose’ – purpose that is meaningful for people’s lives, and bring together global and local insights. A range of cases from Indonesia and India show how smart data can be used for better mobile targeting, according Adeline-Ausy Setiawan, Media Director, Unilever Indonesia and SEAA, and Maneesheel Gautam, Invention & Digital Leader, MindShare Indonesia. This integration, however, calls for hard work, creativity and cooperation. “Execution is king, Content is queen” in the world of mobile marketing – and marketers must “have balls for hard calls” in order to succeed.

Earlier metrics such as Marketing Performance Measurement (MPM), Advertising Performance Measurement (APM), Click Through Rate (CTR) and Conversion Rate (CVR) do not apply as easily to the mobile world. The typical mobile ad network is blind, and mobile media lack audience measurement at scale, argues Anindya Datta, Founder, CEO, Chairman, Mobilewalla. Without transparency and effective audience measurement, mobile advertising will have a hard time achieving levels of accountability common in traditional media advertising, and that is where industry cooperation will be needed.

In 2013, global smartphone sales exceeded feature phone sales for the first time, but there is still lots of mileage via feature phones in the emerging economies of Asia and Africa, argues Ramya Rajan, Marketing Manager – Brands, InMobi. Mobile has great influence on purchasing behaviour in countries like Kenya and Nigeria. Africa is a mature feature-phone market and a “first-phone” market. A number of mobile marketing successes have emerged in Africa, such as the Excella’nt Competition campaign initiated by Mobitainment for Wilmar Continental. Other successes are m-Pesa in Kenya, Mixit in South Africa and Afrinolly in Nigeria.

2014 may well have been the year of the mobile for Australia, thanks to widespread consumer and agency adoption, according to Jonathan White, VP and Regional Director for InMobi Australia and New Zealand. 56% of Australia’s mobile web users use their phone as either their primary or exclusive means of going online. The average consumer has well over 30 apps on their phone. Location and demographic targeting are the most popular. Growth in mobile use over 2015 in Australia is likely to come from social media, followed by general search, email and downloading apps.

The mobile phone has an unparalleled reach in India, around 921 million users, as well as 180+ million active mobile Internet users. In the coming years, the Internet in India will bypass the boundaries of English language and will evolve to become more visual and video content led, according to Tushar Vyas, Managing Partner, GroupM South Asia. Mobile first destinations are the new norm, such as Whatsapp, Flipboard and Uber. Adaptive marketing and advertising in the ‘stream’ will enable new kinds of calls to action and instant engagement.

More than 20 million actively used smartphones in Vietnam have become the bridge between proactive brands and mobile consumers. Around 90% of the population has a mobile, and mobile advertising campaigns in Vietnam via networks such as AdTima, Admicro and GFM have helped target customers at a reasonable cost with effective measures. Mobile marketing is becoming more popular with applications from big global brands, and a number of home-grown successes are emerging, despite some complaints about irrelevant and unwanted advertising.

Dip into this Yearbook and draw your own inferences, takeaway points and action items! Get involved, get excited, and get on board for driving the mobile momentum in the Asia-Pacific and beyond!

Madanmohan Rao is the editor of the Asia-Pacific Internet Handbook. He has published over 15 books spanning five series, covering digital media, innovation, knowledge management and culture. He is research director at YourStory Media, and has spoken at conferences in over 80 countries around the world. He was the editor of the MMA Yearbook 2013, and can be followed on Twitter at @MadanRao


PART 1MOBILE MARKETING – CONSUMERS AND

BRANDS

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THE QUEEN OF QUEENS

by Cheuk Chiang, APAC CEO, Omnicom Media Group

I remember years ago when an old boss of mine had one of those brick phones. Back then, mobile phones were a luxury and the Motorola 8000M Thick Brick Cell Phone as it was known, was leading edge technology that allowed you to do one thing – make phone calls from anywhere!

How technology has evolved. Today, mobiles (as we now call them) allow us to watch videos, play games, surf the net, text, listen to music, photograph, socialise, recognise, exercise, bank, book, buy, add, make movies, plan, check the weather, power up, mail, locate and find, trade, take notes, - and make phone calls!

Mobile has forever changed the way we communicate and share information and we now feel the need to be connected almost anywhere and everywhere.

Futurists like Ray Kurzweil often talk about how technology is conforming to us. They speak about the culmination of singularity or the technological creation of smarter-than-human intelligence. They say that it is something that is coming in the not so distant future.

When you consider that smartphones are almost becoming an extension of ourselves, rarely leaving our sides (just check your pocket), you have to believe there is some truth here.

The rise and rise of mobile has primarily been driven by our insatiable appetite for content.

The person who coined the term “content is king” was onto something but failed to point out that whilst content is king, context is the queen that wears the boots. We are indeed drowning in a sea of content be it native advertising, or sponsored and promoted content. Whilst it is correct to say that the quality of content needs to be improved to be noticed, the other more important point is that no matter how good the content is, if it is not discovered, then it is a wasted effort. The most expensive, most creative and most entertaining content is truly worthless unless the intended audience is finding and sharing it.

So getting the right content in front of the right people is critical for content to succeed.

And so this is where Mobile is the Queen of Queens.

In the realm of mobile advertising, context is everything. Who is seeing the ad? Where is it showing up? And what exactly are customers doing when they see it? Mobile allows marketers to more effectively deliver a content marketing strategy because it is better targeted and more engaging.

Of the available tools mobile advertisers are using to target the ideal customer, one of the most popular remains Geo-Targeting - the broad term applied to any and all strategies that use location data to determine who is and is not a part of that perfect audience.

Mobile and location have been inextricably linked because of the unique GPS capability of smartphones, cell tower triangulation and even Wi-Fi and Beacon technology.

Yet, when we examine how marketers are using the potential of location, we often see that their perception of location targeting is fairly superficial and can be a little bit blinkered. Marketers most commonly use mobile merely as a means to direct footfall to a predetermined location – primarily retail space, or for an event. However, this is merely skimming the surface of the power of location.

Historically the quantity and quality of location data has been rather poor. Very often, longitude and latitude data available in-market were either inaccurate or did not exist. Usable location data is now available and extremely granular, allowing us to think about our targeting in new and exciting ways.

Until now, we have targeted consumers based on contextual relevance, investigating how sites and apps index against certain demographics or by the user’s mobile browsing history. If an advertiser wants to reach a football audience, we buy ads in football related apps. Equally, if we want to reach a

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technology savvy audience, we target specific tech sites. But what if we want to reach parents? The scope of potential sites and apps is much broader and will inevitably lead to wastage. This is where location is a thrilling additional data layer, which adds even more relevance to our communications.

Using the same examples above, if we want to reach a dedicated football fan, we can geo-fence football stadiums and target fans who actually attended matches – arguably the sort of passionate fans advertisers would love to reach, rather than more passive fans who read editorial content. Equally, we can also target tech malls, seeing which ad impressions have come from these malls, tagging the devices and later retargeting them.

Reaching parents is a more interesting example because we can add multiple geo-location data points. If somebody has been to a school in the morning and again at 3-4pm, they are likely to have dropped their kids off at school. If they have also been to leisure centres, playgrounds and family destinations such as Legoland, then they are almost certainly a parent.

Through setting up and monitoring the traffic in pre-determined locations such as schools, malls, and CBD areas, as well as using additional data points including browsing history, we are better able to identify differing audience segments more accurately and precisely.

Context is no longer determined through browsing history, it is also derived from geographic behaviours and patterns.

The more data points we have, the clearer the picture of the target audience becomes. We can better differentiate within broad audience segments e.g. males of age 25-35, based on their location patterns – avid international travelers, parents, golfers, hawker food customers, people who live in upmarket condos, and so on. This enables more precise targeting that, if done well, would provide the target audience with relevance and not annoyance.

Our ultimate goal is to serve the right brand experience, to the right person, at the right time. Location helps us determine with far greater accuracy who our audience is, which in turn makes brand experiences more relevant and more engaging.

Geo-targeting, therefore makes the mobile space very exciting and unleashes its true potential.

Agencies have been talking up the potential of mobile for a long time now and many advertisers are now emerging out of the ‘test and learn’ stage. More often than not, brands realise that mobile is producing stellar results, not just on their digital campaigns but also their multimedia campaigns.

At Omnicom Media Group, we are constantly trying to push the boundaries of mobile advertising. Despite being in a region with relatively poor data capabilities, we have found fresh ways to integrate with data providers to enhance our targeting capabilities. Our planning teams are working with all our clients to determine the role for mobile in their communications strategy and where this incredibly powerful medium can exert the most influence.

2015 is likely to see a perfect storm of great targeting, increased scale in inventory, better data and even more impressive creative formats.

Once advertisers embrace mobile-first content with more enthusiasm, location data can dynamically alter our advertising messages, such as highlighting specific stores local to one’s real-time location. We anticipate that the mobile media landscape will shift towards an increasingly sophisticated one, with more confident clients eager to capitalise on the potential of mobile. The new industry benchmark will be mobile campaigns that go beyond just a snazzy rich media ad unit, but one that utilises clever audience targeting, coupled with interactive creative formats that will dynamically adapt depending on who and where the consumer is.

If you had of told me years ago that my boss’s mobile would someday become the most powerful and pervasive communication vehicle on the planet, I would have probably would have thrown a brick at you (well, maybe not his). Nobody knows what is in-store as mobile only continues to evolve and positivity affects our lives.

Long live the Queen (of Queens)!

Cheuk Chiang is CEO, Omnicom Media Group, APAC. He has 22 years of experience in media and agency management roles. Cheuk led PHD Asia Pacific for five years as its CEO. In 2002 he was conferred Media Magazine’s Suit of the Year award, and Agency Innovator of The Year by Internationalist Magazine in 2012. Cheuk has served as judge at the Cannes Lions International Festival.

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MOBILE AS A MINDSET NOT JUST A CHANNEL

Dick Van Motman, Chairman & CEO, Dentsu Aegis Network, South East Asia

It has been about a decade since the first pundits began calling it ‘the year of mobile.’ While that year has come and gone, marketers for some reason still have not caught up with mobile. We are still talking about how we can integrate mobile with mainstream media. It is backwards thinking. How can you not consider something that almost everyone in the world is using for communication, social networking, entertainment, and information as mainstream?

Common marketing wisdom tells us one thing, and that is to be where the consumer is. While mobile is not glamourous and executing mobile campaigns might seem tedious, it is where the consumer spends most of their media day now. The advertising industry needs to keep up with consumers and be on mobile if we want to continue to be effective.

In Asia-Pacific, the uptake of mobile marketing has been slow, with only a few brands leading the push for mobile. There are still a few interlinked issues left to be resolved in the region before the wholesale adoption of mobile will take over. We need to develop a greater understanding of mobile across the board while expecting the same high standards of creativity on mobile as we do on other media. This also means investing time and money in measuring our success so that we can prove the value that mobile brings to the table.

CLARITY AND UNDERSTANDING ABOUT MOBILE

A common refrain amongst clients and agency folk is this: “If my campaign is working and is delivering results, I don’t need to use mobile.” To them I would like say that it is our responsibility as marketers to make more of an effort to understand what is taking place now and to accept new ideas.

Since the first campaigns that ran on mobile, there has been reluctance amongst the industry to embrace mobile. A lack of understanding of what mobile can do for the campaign is one of the biggest inhibitors and we need to do a better job resolving this issue. We need to stop being afraid to leave our comfort zone, and develop a hunger to learn. Most of all, agencies must first equip themselves with a strong understanding of mobile’s role in the marketing mix before transferring that knowledge to brands and their clients.

The only form of media that moves, mobile gives power back to the consumer. This means that consumers are their own brand authority and have the power to pick and choose not only which brands to engage with, but also when and where to do so. In addition, mobile is accessible, following people wherever they go; personal, used as an extension of the individual; and connected, reaching people 24/7.

These unique characteristics bring opportunities that have not been available to the advertising industry before. The possibilities should excite marketers and drive us to do better work for our clients.

DRIVING THE NEED FOR CREATIVITY

Closely linked to the issue of clarity is the seeming lack of ‘ground-breaking’ creative in mobile campaigns. There is still a distinct disparity between the level of creative and the potential offered by the medium.

Asia’s conservative, wait-and-watch attitude is a barrier here. The unwillingness to invest in the creative process, and opting instead for strategies that have worked in the past, inhibits creativity.

The diversity of the market itself is also another factor. Needless to say, the region is a fragmented market, issues such as cultural preference, types of phones (including their OS preferences), language, infrastructure, population size and even communications patterns make the drive to higher levels of creativity a daunting task. Not only does the creative need to adhere to the medium, a whole myriad of other factors come in to impede our task.

To overcome this scarcity of creative efforts, we need to be braver as an industry. ‘Champions of mobile’ such as Mondelēz’ Oreo are helping lead the region in the push for stronger creative efforts. They recently created playful emoticons that incooperated pictures of parent and child together on WeChat, a great example of increasing consumer engagement using mobile’s in-built features.

MEASURING SUCCESS IN MOBILE

Measurement and attribution has always been an issue in the ad world, and mobile brings this to the forefront once again. Until recently, though there was an abundance of data, there wasn’t enough expertise

in the industry to make sense of it.

In digital, people understand cookies, but mobile is not a cookie-based environment. Due to a lack of uniform measurement tools, level of conversion for mobile compared to some of the more developed web conversion models is perceived to be lower.

Thankfully, the situation is a little better now. The emergence of analytics firms for the mobile space, such as e-Marketer and Flurry, means that the wealth of big data can now be meaningful for to advertisers. But we must not stop now. We must continue to invest in developing sound measurement metrics so that we can link results back to specific campaigns.

EMBEDDED, NOT SILO-ED MOBILE

Across the industry, agencies are still putting mobile in a silo. A specific division or group is usually in charge of the entire agency’s mobile-related work. This practice has repercussions across the board and will have to change before the market can become more open to mobile. Mobile should be embedded within the entire digital process, if not the entire agency.

Mobile has evolved to become such a powerful medium that it penetrates almost all demographics and psychographics and is able to reach out to an all-encompassing audience. It’s no longer a niche medium and neither should the marketers who specialize in it.

THE DAN APPROACH

At Dentsu Aegis Network, we are resolutely client-centric in our approach to delivery. We believe in a single P&L model that works well to ensure best-in-class solutions are created for our clients. Ultimately our clients do not care where in the network these solutions come from, just that they are delivered well, delivered fast and delivered smartly. To this end, we are about solving problems for brands, and we increasingly see that mobile is earning its place at the heart of the solution. Fundamentally, we believe that mobile capability should be a hygiene element of the communications process, that it should pervade the network and integrate with all the other channels in the communications mix. This approach seeks to de-silo mobile from a purely specialist discipline positioning and move delivery and understanding of mobile channels across the network.

Training is an important part of the DAN approach and mobile is an integral component. We have a clear understanding of the strengths of mobile, the diverse ways in which consumers interact with their mobile devices, and the difference this has made in the path-to-purchase. It is a core part of our digital strategies. We strongly believe that there is great potential in mobile beyond traditional banner ads and focus our creative efforts towards pushing the boundaries to create campaigns that add value to the lives of consumers.

A campaign that best demonstrates this belief is MERRIES Babysitter, a mobile-led campaign we ran for MERRIES Baby Diapers in Thailand. With many infant diaper brands to choose from, it is not uncommon for parents to switch brands depending on price. To create brand awareness, we created a mobile app that recreated the sound that a baby hears in the mother’s womb. With a frequency between 6,000 and 8,000 Mhz, it is proven to comfort babies. Parents could download the sounds by scanning the QR code on packs of MERRIES they purchased. We also created new Babysitter sounds and released them every month as babies would grow immune to the same sound after hearing it repeatedly.

The campaign increased parents’ awareness of the MERRIES brand by 35 percent. Without compromising on price, the campaign helped the brand helped encourage repeat purchase, resulting in a 25 percent growth in sales.

Ultimately I believe that the APAC region is moving in the right direction when it comes to mobile. There needs to be a little more push in increasing clarity about the medium, and bravery in execution of creative campaigns. As the region continues to mature on this front, I am almost certain we will see the creative mobile campaigns become more common.

Dick Van Motman is Chairman & CEO of Dentsu Aegis Network/Southeast Asia. He has worked across Asia for over 20 years, and currently heads up both the former Dentsu and Aegis assets, comprising out of 35 operations, and more than 1,700 people across brands like Carat, Isobar, Posterscope, Vezeum, Dentsu and iProspect. He was earlier with Ogilvy and Mather, D’Arcy, Leo Burnett and DDB Worldwide.

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15

CREATING Value FOR MEDIA ON MOBILE

AND ITS IMPACTBharad Ramesh, Founder, eMVC

There is more value in generating transformative insights on consumer behaviour and last mile conversions

than in selling undifferentiated media space.

Mobile media owners are befuddled. Mobile traffic is increasing much more sharply than desktop traffic. And yet, the media budgets are not moving faster into mobile.

But, marketers and agencies are already spending on mobile. Google Search and Youtube video ads now scale across devices with no extra effort. Without having to do anything deliberate, mobile’s contribution to the media plan’s total impression share keeps growing. So why direct additional investment into mobile?

So long as mobile is within the subset of digital spends, the impact will not be transformative. Particularly since mobile inventory is undifferentiated, cheap, and has no clear media advocate. Search was championed by Google, Social by Facebook, Display by Yahoo… Now, which media owner of similar stature is championing mobile? Everybody and nobody.

Where is the value being created for brands today in this region?

Mobile is transformative in ways that marketers, who have barely figured out digital, are struggling to map. Mobile is increasingly becoming a content consumption and need fulfilment device. But not everybody is thinking of designing for Mobile when they design for Digital. This is a significant problem in this region where mobile drives internet traffic.

The best use of mobile is when it becomes an integral part of the marketing effort, and lends itself to addressing brand challenges during the consumer path-to-purchase and post purchase journey. This requires a cross-agency multi-functional marketing-led initiative i.e. hard work. It requires marketers and their agencies to think through the consumer journey and design experiences that reward consumers for

the time they spend with the brand. It also requires media owners to tie in desktop and mobile web usage with offline user behaviour.

How many mobile media owners have the intellectual bandwidth, the technology, or the resources to work with advertisers and their agencies to map this out? Who would these media owners be?

How many media agencies and marketers have in-depth knowledge of consumer’s mobile behaviour to maximize the opportunity?

In the near-term, the biggest impact that mobile media owners can have on marketers and the media agencies is by going beyond selling space and engagement. Their true value lies in the knowledge they have of users mobile behaviour – where do users go, what do they consume, what is the mobile ‘prime time’ and so on. Mobile media owners can transform the way media agencies go about making their media investment choices by providing them with insights and intelligence about consumer behaviour.

Here are a few examples that I have come across of how transformative such information can be:

- The Out-of-Home media business will be significantly disrupted once we start evaluating actual data on traffic patterns based on mobile phone data, and plan accordingly. Are certain sites worth what is being charged? Are there cheaper sites we can use to reach the same consumer? Can we start using traditional media measurement and cost metrics like R&F and CPMs? Can we help retail business with analysis on their traffic patterns? Will this lead to more media investment and smarter use of mobile by the advertisers? The answer to all of the above is ‘Yes.’

- The entire Screen-Neutral Planning process can be more impactful when mobile media owners can bring in insights on video consumption on mobile devices – such as what content gets consumed, during what times of the day. It would be really useful to fuse actual mobile video consumption data into the optimizers to plan video. We can track cross-screen activity during TV broadcasts and get a sense of how

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engaged users are with the content. We can also see if there has been any mobile search or chatter after a particular ad went on-air.

- The TV ratings business can be easily transformed with audio-recognition technology like Shazam. Apps like that also allow measurement of digital screens and ambient radio.

- TVCs can be copy-tested almost in real-time by streaming it to a panel of pre-selected subscribers who get rewarded with air-time or data packs for their time.

And finally, my favourite: the use of mobile to close the last mile in-store when the consumer is actually making a decision. Whether it is for couponing, checking nutritional information, comparing prices, reading reviews, getting more information, validating the brand with a friend, or celebrating the post-purchase moment - mobile is an ever-present but under-rated utility that can tip the user into the brand.

These are small steps, no doubt. But the intent behind them is key. Mobile media owners will no longer just sell space. In their own way, across many fronts, they are enabling marketers and media agencies to transform current ways of doing business. It elevates mobile media owners from yet another inventory or supply reseller in a transactional relationship to strategic advisors who can guide marketers.

One only needs to review the winning entries in the 2014 Mobile Marketing Association (MMA) awards to get a sense of how brands across product categories, consumer segments, and countries have used mobile incredibly well across the consumer’s path-to-purchase journey. Examples range from Nike in Hong Kong connecting to real fans for pre-ordering hot sneakers, to Unilever’s Kan Kajura Tehsan which use mobile transform people’s lives and grow brands.

A key player in this transformation will be the telcos. They have unmatched ability to marry subscriber data with user behaviour across devices and screens. However, given the relative insignificance of advertising to their overall bottom-line, it remains to be seen as to how many of them are willing to put in the time and effort. Maybe the way forward for them to maximize the opportunity is outsource this to nimbler, specialist partners who have the mindset and the relationships.

As for the media agencies, perhaps it is time to retrain the research and insights wonks sitting near the printer to work with real-time data from the mobile media specialists, and directly impact the plans that marketers sign-off on.

If I had to bet on a country that can teach us how this space will evolve, I would pick China. The sheer pace of change, led by large yet agile internet giants (Alibaba, WeChat), the gadget-happy Chinese

consumers, and nimble marketers fighting for share, mean what happens in China today will be replicated in the U.S. or the rest of Asia later.

There are three emerging trends in mobile that I see as being widely adopted in the next 18 months.

1. Mobile Money: Apple Pay is the tipping point for payments via mobile devices becoming widely adopted. Retailers are already using mo-bile-based loyalty coupons, and getting transac-tions paid with mobile is the next logical step. Payment or money transfers through mobile phones is already an established practice in countries as varied as Kenya and Pakistan. BPCE, a French bank, just launched a service for users to pay via Twitter. Change is coming.

2. O2O: Increasing use of O2O (Online 2 Offline or vice-versa) that allows users to engage further with the brand in exchange for say, airtime or data, or leads to a purchase. The technology has existed for some time, but services like WeChat now make it very easy for users to embark on the O2O journey.

3. Local retailers and geo-proximity: Local retail businesses have not tapped into the power of mobile. They are on Facebook and possibly on Google Maps, but the ability to attract consum-ers when they are in the mood to buy, and get more than their fair share of foot-traffic is a blind spot. Perhaps they are not aware of the possibil-ities, or do not know how to go about doing this. A clear opportunity for local media companies to grow their share of the local advertising pie.

For marketers who have not yet embarked on the mobile journey, here are five simple activities that can get you started.

1. Rethink MobileFrom a marketing perspective, mobile is not a screen or another media channel. Its function and role needs to be integrated into the marketing mix – all the way from consumer insights to delivering brand experiences, closing the sale and the post-sale advocacy.

2. Steal with PrideYes, everybody wants a MMA award for their mobile work, but that quest may mean that nothing gets done. Instead, simply adapt interesting and relevant mobile executions already done by others (either within your organization or by another brand), tweak it, and get the ball rolling. It could be as simple as getting real-time insights on a newly launched TVC.

3. Demand more from your agency partnersMarketers have multiple agencies, with specialists who are very good at what they do. Ask them to help you out. Develop a mobile agenda with different agencies contributing. Look for agencies that have demonstrated a body of work on mobile across various clients and countries. That shows a far better

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understanding of mobile than doing award winning work on one specific client. Ask and you shall get.

4. Engage directly with media owners (Facebook, Google, InMobi, local telcos)

Mobile is new territory and changes rapidly. The fastest way to build organization capability and knowledge is to tap into the media owners and local telcos. New ideas, capability building, and insights on consumers - the media owners have the resources, knowledge and experience in helping marketers use the medium to its best. One should not just restrict oneselves to the ‘digital or mobile’ media owners. It is always good to have a chat with the leading newspaper or TV station in your market, and understand how they view mobile and how they are adapting to mobile. You may just come away pleasantly surprised.

Don’t hire a mobile specialist - hire a digital strategist firstMobile should always be viewed as part of an organization’s digital transformation initiative rather than a stand-alone project or media. It is important to first have a resource who has a holistic perspective on digital, rather than a sub-specialist (social or mobile). This resource can also help manage the agencies better. One can always tap into a mobile expert as and when the need arises.

Bharad Ramesh is founder and chief analyst at Singapore-based eMVC, a media advisory firm that works with marketers and media owners to realize value from media investments. He was previously head of trading and partnerships at VivaKi, South East Asia.

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WHY SHOULD Mobile Marketing BE THE MOST

STRATEGIC IMPERATIVE TO MARKETERS?

by Gowthaman Ragothaman, Mindshare World

There are four important perspectives that I would like to bring to bear for marketers to help get a sense of the rising importance of mobile marketing becoming extremely strategic in the future.

First is the concept of Consumer Surplus - from a recent report from McKinsey to understand the value created by the mobile ecosystem with the various interactions consumers have between themselves. Second is the Tip of the Iceberg estimation of what infrastructure and quality content can bring to the party. Third is The Confluence of Pipe, Data and Content as the new communication ecosystem. Fourth is the emerging importance of Content Marketing in the new digital age of marketing communications. The objective of this article is to help marketers connect these four dots to understand the importance of mobile marketing.

A. MOBILE WILL CONTINUE TO DRIVE THE ENTIRE NETT

CONSUMER SURPLUS IN THE WIRED ECOSYSTEM:

Consumer surplus is broadly defined as the difference between an item’s “total value” or “total value received” to consumers and the actual price that they pay for it. In other words, if consumers pay less for a product than what it is worth to them, consumer surplus represents their “savings”. In the connected world of internet, when consumers tweet, exchange photos, or search for information on the web, they have come to expect that all this will be free! This panoply of services by web providers is estimated to be nearly €130 billion in the U.S. and Europe (using survey data and statistical estimation) as to how much consumers would be willing to pay for each of a range of services and then aggregated them, when McKinsey took the measure of these consumer benefits! A 2013 update suggests that the consumer surplus has nearly doubled, to €250 billion and three-fourths of the incremental surplus results from the explosion in consumer use of the wireless web through smartphones and tablets—propelled by the migration of web services, communications channels, social media and entertainment to these wireless devices.

While web services are free to consumers, many companies providing them generate income from their extensive platforms and user networks, through advertising or access charges for valuable information about consumers and their preferences. Marginal

utility is the increase in satisfaction a consumer gets from consuming one additional unit of a good or service. In very general terms, the marginal utility of goods and services is subject to diminishing returns - in other words, each additional unit purchased provides less and less benefit to the consumer. Eventually, the marginal utility of the good or service diminishes to the point that it is not “worth it” for the consumer to purchase an additional unit. If we identify these two activities as a cost to users and set a price they think they would pay to avoid disruption of their web experiences or to limit the risks associated with sharing personal information, since 2010, as per McKinsey, these costs have risen to €80 billion, from €30 billion, reflecting growing consumer sensitivity to web clutter and privacy issues.

Even after we remove the cost of marginal utility from the overall consumer surplus, we are witnessing an overwhelming €170 billion nett positive value created by the connected world of internet across all screens. Interestingly, in a sign of maturing usage, the nett surplus for the wired web has remained close to flat since 2010, as a large increase in privacy and clutter risk balances the increased surplus. Mobile usage drives almost the entire increase in the overall nett consumer surplus across all the screens.

B. AND WE ARE STILL AT THE TIP OF THE ICEBERG

AS A LARGE SHARE OF POPULATION IS STILL OFFLINE!

Despite the increasing utility of the Internet in providing access to information, opportunities and resources to improve quality of life, there remain large segments of the offline population that lack a compelling reason to go online. Barriers in this category include a lack of awareness of the Internet or use cases that create value for the offline user, a lack of relevant (that is, local or localized) content and services, and a lack of cultural or social acceptance. The root causes of these consumer barriers include the high costs that content and service providers face in developing and localizing relevant content and services and their associated business model constraints, low awareness or interest from brands and advertisers in reaching certain audiences, a lack of trusted logistics and payment systems (thereby limiting Internet use cases such as e-commerce and online banking), low ease of doing business in specific regions (thereby

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impeding development of local or localized content and services), and limited Internet freedom and information security. While low incomes and affordability is also an additional barrier this barrier is predominantly rural at the moment affected by adjacent infrastructure support such as roads and electricity. And even if we, for a moment, ignore the presence or lack of digital and language literacy sourced back to the under-resourced education system in these markets, infrastructure turns out to be the next biggest barrier for mobile internet coverage - including limited access to international bandwidth and limited spectrum availability. An estimated two billion additional population can come on board if these content and infrastructure issues are addressed and one can imagine the incremental consumer surplus which the mobile ecosystem can create worldwide!

C. THE NEW CONFLUENCE

And now for a moment, if we treat marketing communication as content or a blog, the success or failure of our audience seeing it is now dependent on what I call the confluence of Pipe, Content and the Consumer. All these three streams have one thing in common – the data that they carry with them. When we recently estimated the total number of data feeds that we can tap across Paid, Owned and Earned media – for a reasonably moderate category, we could list down 120 data feeds. There are at least seven different pipes through which content can flow – and this includes both analog and digital.

I have specially kept Mobile as a separate pipe, as it is really becoming one of the leading reach providers. I have consciously chosen to use “Locations” instead of “Out of Home” as increasingly Billboards are now becoming interactive with AudioVisual capabilities and they are now established in many walks of life much more than the conventional outdoor sites. I have consciously chosen to use “Occasion” instead of Hotels, Restaurants, Cafeterias and Cinema because, increasingly the context of communication now transcends across these occasions.

Today, content is flowing through many pipes and increasingly will be able to flow in all forms in each of the pipes – for example, Mobile as a pipe already has Text, Catalogues, Banners, Ringtones, Videos and Movies and it is going to only get better and better. Content is also now getting leveraged across many forms and I have picked up the most relevant six as an example. I have consciously avoided using the word TVC as it is just one form of Shortform AV being used in Cable & Satellite, but the emerging trend is to have Shortform AV across Mobiles, Locations and in Occasions. The point being that we need to start looking at Content as Texts, Literature, Poster, Audio, Shortform and Longform AV. And all these content formats are now being leveraged across all pipes. And in the future, this is likely to become even more seamless.

Fig. 1: Multi Format Multi Screen Content Multi Format Multi Screen Content

INTERNET

PRINT INFORM

MOBILE ALERTS

SATELLITE SONGS

CABLE VIDEO

LITERATURE POSTER AUDIO SHORTFORM

AV LONGFORM

AV TEXT SCREEN/FORMAT

OCCASIONS CINEMA

LOCATIONS BILLBOARD

BLOGS RICH MEDIA SONGS VIDEO CINEMA

BLOGS RICH MEDIA SONGS VIDEO CINEMA

VIDEO

D. CONTENT MARKETING

Building out a consumer-centric strategy leading to brilliant, ground-breaking ideas is now dependent on creating multi-platform content taking it all the way through to execution. Media by itself is now becoming creative with consumer interactions with media channels becoming mechanisms to uniquely express a brand’s voice or generate engagement. Marketers should not launch and leave an idea, but instead, based on data available, continue to optimise content, launch and learn and then make changes to make content more resonant.

Content is no longer one-size-fits-all either. Content optimization works by deconstructing the layers that make up how a viewer consumes content - and seamlessly incorporating them into the creative itself like time of day viewed, location, weather, device, destination, pop culture, trends and history, etc. There are now automated technologies that are available to quickly alter and version the original creative into highly personalized content. Content is now being classified as Long Lead (produced ahead of time as part of a broader campaign), Planned Spontaneity (Assets created around a known upcoming event or tentpole) and Reactive (genuinely adaptive real-time content) and it is being created, co-created, integrated and curated on an ongoing basis. And all this is now possible especially with Mobile as the main pipe through which all forms are content are seamlessly flowing. If Content is the King, Mobile is the Queen!

CONNECTING THE DOTS

1. Mobile drives the nett consumer surplus value of the connected world of internet even after discounting the cost of marginal utility that the consumers are willing to pay for some of the ser-vices.

2. Mobile will be the next gateway to bring an addi-tional two billion consumers into this connected world, when infrastructure and suitable content are available for consumers.

3. Mobile is the only pipe through which all forms of content seamlessly flow - Text, Literature, Poster, Audio, Shortform AV and Longform AV.

4. Mutli-format content across multiple screens is the future of marketing communications and in the future marketing activities will planned, reac-

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tive and long lead where content will be created, curated, integrated and co-created.

So if we could connect these four themes - rising importance of Content Marketing, Mobile as the most important pipe in the confluence, the importance the importance of Mobile to add two billion consumers with quality content, and the Consumer Surplus this can bring to the table - one cannot ignore the importance of having mobile marketing as a central and the strategic decision. The value created by a mobile centric strategy is beyond just marketing, it is just going to be central to the way we run our business, not in the near future, but here and now.

Gowthaman Ragothaman is COO of Mindshare Asia-Pacific. He has 22 years of experience in the industry across FMCG, Airlines, Finance, Telecommunications, Banking and Auto and led Mindshare South Asia to agency of the year for 5 consecutive years. He is an avid movie watcher and claims to be able to watch any movie in any language.

Fig. 2: Content Strategy

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Big data MEETS MOBILE: HOW CHOICE ENGINES WILL

SHAPE THE FUTURE Suresh Shankar, Founder, Crayon Data

THE AGE OF MORE

An average person today, processes more data in a single day, than a person in the 1500s did in an entire lifetime. Today, data is being generated at a phenomenal pace. The digital footprint of society is exploding. Each of us now leaves a trail of digital exhaust, an infinite stream of phone records, texts, browser histories, GPS data, social media data and other information, that will live on forever. IDC forecasts a 44-fold increase in data volumes by 2020.

We live in what seems to be ‘the age of more’. According to Prof. Barry Schwartz of Swarthmore College (author of The Paradox of Choice, see Ted (http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice?language=en), more is less. More choices can lead to decision paralysis, postponed decisions and less satisfaction. Prof. Sheena Iyengar of Columbia University (author of The Art of Choosing, see Ted (http://www.ted.com/talks/sheena_iyengar_choosing_what_to_choose#t-26293) says that with a moderate number of options (4 to 6), people are more likely to choose, be more confident in their decision and happier with their choices. In other words, less can be more.

IN THE AGE OF MORE, WE MAY SOON SEE THE

TWILIGHT OF SEARCH

15 years ago, the defining problem of the Internet age was how do I find the information I need? This gave birth to search engines. The problem today is ‘how do I find a choice that’s right for me? One that is relevant and that is personalized?

This is easier said than done. Because choice is a cognitively complex decision. In other words, it is not just about finding different pieces of information, but about putting them together intelligently. Something the human mind is very good at doing in ways that a computer cannot.

FROM SEARCH TO GUIDED CHOICE

As Profs. Schwarz and Iyengar have shown, the challenge is to reduce or simplify choice and make

it relevant or meaningful to each individual. This is now happening in category after category. As Fig. 1 shows, consumers are looking for easier ways to navigate the vast amounts of information available.

THE EMERGING DOMINANCE OF MOBILE,

CHANGES THE LANDSCAPE EVEN MORE

Think about it, mobiles are increasingly defining every aspect of our lives. Nearly five billion people now connect to each other and the world through a mobile device. When you look at your own life, it is clear that you and every consumer now carries in the pocket the entire inventory in all the world’s stores. More and more, the battleground for consumer choice is shifting to mobile.

Illustratively:

— 15% of sales for companies (like Amazon, Gilt, Qoo10) are mobile based.

— 21% of consumers, across categories, use mobiles for product search

— 50% of customers use mobile phones to check prices

— 60% of smart phone users are buying products using a mobile device

— 63% of viewers are simultaneously using PCs, tablets or smart phones to gain access to related information while watching the TV.

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Mobile devices are clearly making dramatic changes to the way people choose, buy and consume things. With mobile Internet already surpassing desktop Internet usage, the need of the hour today, is to navigate through the noise created by these large amounts of data, quickly and effectively.

MOBILE LED MARKETING IS GAINING TRACTION

The massive growth in mobile ad spends is based on the very nature of mobile devices. GPS-based fencing allows stores to ping their customers when they are in the vicinity. Location and context awareness opens up new channels of communication. It has been proven that there is a high probability that an SMS about say, a shoe sale in the mall you are currently in, will actually draw customers to the store, or at the least make you check out the details on your smart phones.

BIG DATA MEETS MOBILE

Currently mobile targeting is usually based only on factors like location, whereas, as we have seen, consumer choice is a more complex decision. Choice is sometimes based on your context (like location), but more often, driven by your tastes, your influences and your past behavior.

The big challenge for marketers is: take a trillion options available today because of big data and the internet, and reduce it a few relevant options that display easily on a small screen.

SIMPLIFYING THE WORLD’S CHOICES ON THE MOBILE IS

THE NEXT BIG CONSUMER MARKETING CHALLENGE

Finding ways to reduce big data to relevant data is the answer to solving the paradox of more. The answer lies in choice engines that understand you as a person, and take all the aspects of your life into consideration, before presenting a set of recommendations to you.

Currently, recommendations are based only on an increasingly narrowing sliver of transactional data an enterprise has about a customer. What is needed is a handle on the customer’s genuine tastes - not just within that one category of product that she or he might be looking for at the moment, but in a range of other cross-category products and services - from books to holidays to food, clothing or time of day one prefers for shopping or favourite retailers and locations.

Fig. 2: Taste Graph

One of the interesting approaches to solving this challenge is to build a Taste Graph. For instance, Crayon data has built a proprietary cross-category taste graph that combines internal and external data across areas like taste, influence, context and behavior to plot the affinity of every product in the world to every other.

This massive graph is then used to build mobile apps like Crayon’s Maya, a personal concierge, and Pepper, a sales choice guide to simplify and deliver choices.

Big data led mobile apps like Maya will help transform the misery of choosing to the magic of choice.

SIMPLIFYING CHOICES ON THE MOBILE

The day is not far away when you will pull out your mobile device and an app like Maya will tell you: ‘Hi, I think you may want to consider having dinner at this Japanese restaurant close by. It’s your favourite cuisine, you haven’t eaten it in a while, and the restaurant is highly rated by several of your friends. There’s also an offer from your bank, and we know that the client you are with will love it too. By the way, there is an even better choice about 10 km further away, but it’s raining, the traffic is bad, you’ve just landed after a long flight and you may not want to take the trouble to get there.’

That is the promise of big data and mobile coming together to make choice simpler. That future is not far away!

Suresh Shankar is founder of Crayon Data, and a big data and analytics evangelist, entrepreneur and innovator. His first startup was RedPill Solutions, acquired by IBM in 2009. Crayon Data was founded in 2012. Suresh has 30 years of experience in the industry.

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It’s a MOBILE WORLD and

APAC IS LEADING THE WAY

by Dan Neary Vice President, APAC, Facebook

If I were starting or looking to grow an existing business in Asia, I would do it on mobile. Here is why.

MOBILE ENGAGEMENT IS DEEPENING

Whether you are in Japan, Indonesia or the Philippines, it is very likely that you will see every person on the street holding or using a mobile phone. People are on mobile all day, every day. Asia-Pacific is home to the largest mobile phone market worldwide, with 2.6 billion users in 2014 and - people will continue to come online via mobile (eMarketer, April 2014).

Not only are people in Asia buying phones, they are heavily engaged with their devices. Across Asia, time spent on mobile devices has eclipsed TV, ranging from 44% of media time spend in Japan to 60% of media time spent in Thailand (Milward Brown AdReaction, March 2014). The average person checks their mobile device 100 times a day and they check Facebook 14 times day (IDC “Always Connected” report). This makes mobile a crucially important channel for business and brands to connect with people, especially in Asia Pacific.

Despite this clear mobile opportunity, advertisers have not caught up. Today, mobile represents 20% of consumer media time, but it is still only 4% of overall ad spending (IAB US, March 2014).

MOBILE CREATES UNIQUE CHALLENGES FOR MARKETERS

Mobile is not without its challenges. When marketing shifted to digital, marketers relied on search for intent signals and cookies to track users. However, search and cookies do not work across apps or multiple mobile devices. Purchase journeys often begin on one device and continue on another or end in-store. 32% of users who interacted with a Facebook ad on mobile converted on desktop within 28 days (Facebook Internal Study, April 2014). In 2015, you

are going to see increased focus on solutions that enable marketers to track across apps and devices.

FACEBOOK’S SOLUTIONS FOR MOBILE

In 2012 we retooled the company to focus on developing for mobile first. Everything that we did right from engineering to product development, we did it first with mobile in mind. The shift has been remarkable: today 1.35 billion use Facebook and 1.12 billion of those people access Facebook on a mobile device. Facebook properties now account for 1 out of every 5 minutes spent on mobile (US Comscore, April 2014). Mobile now accounts for 66% of our total advertising revenue.

In addition to being where people spend their time, Facebook is the world’s largest network of real people. Facebook knows what individual people and their friends like on Facebook and we have this real identity across devices. This enables us to show relevant ads, resulting in actual business results for marketers.

TRENDS FOR 2015

At Facebook, we are seeing three mobile trends for 2015.

FOBO: The fear of being offline (FOBO) is real, particularly among young people. For example, in Indonesia 73% of young people agree they like to be connected to the Internet wherever they are. This fear has resulted in deepening mobile engagement, across the board. In fact, 60% of young people in Asia would rather give up TV than their mobile device (“Coming of Age on Screens” by Crowd DNA, May 2014). Facebook is no exception: we have seen over 100% growth in mobile minutes per user during 2013.

Multiscreening: 81% of young people in Asia use their

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mobile devices while watching TV (“Coming of Age on Screens,” by Crowd DNA, May 2014). This means TV is no longer able to provide the reach it once was, making it crucial to reach people on their devices—even during primetime. Of people who second-screen while watching TV, 85% visit Facebook the most (Millward Brown, March 2014).

Video: From 2012 to 2014, video consumption on mobile and tablet has grown by 532% (eMarketer, July 2014). Since June this year, there has been an average of more than 1 billion views on Facebook every day and 76% of people who watch video online say Facebook is their top source for video discovery. Facebook provides a unique creative canvas for marketers to reach real people with video, across all devices wherever they are. We have introduced new video products this year and plan to continue to build out our tools over the next 12 months.

CONNECTING THE NEXT BILLION

Currently, only 30% of the world’s population has access to the Internet, even though 85% of the world’s population lives in regions with cellular coverage. Internet.org aims to bridge that gap through the sharing of tools, resources and best practices, and the focus on three key challenges in developing countries: making access affordable,

using data more efficiently, and helping businesses drive access. The goal is to create sustainable mobile business growth by reducing the cost and amount of data required for most apps and enabling new business models, enabling the rest of the world to come online.

We believe the connection of this next 5 billion will be via mobile. Getting people connected will bring vast opportunities and improvement to the lives of people. Our goal to help build the knowledge economy in Asia-Pacific is about helping people create companies and jobs through the power of information and connection. As mobile facilitates and expedites that transformation, we will continue to help developers create apps, enable local businesses to find customers and allow great brands to tell their stories.

Dan Neary is Vice President of Asia Pacific for Facebook. Dan has over 20 years of executive level experience in both US-based and Asia-based roles. He was earlier Vice President of Market Development at Skype, Vice President at eBay, and COO of Vendio, an eCommerce software solutions firm. Dan began his career at the Kellogg Company, and graduated from DePaul University, USA.

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‘MOBILE FIRST’ APPROACH:

A DO OR DIE SITUATION FOR GLOBAL

BUSINESSES by Vikas Gulati, Vice President, Southeast Asia, Vserv

Driven by the increasing affordability of smart connected devices and improving IT infrastructure worldwide, most consumers live on mobile today. Worldwide smartphone users are estimated to have reached 1.75 billion in 2014, the majority of whom are coming from emerging countries.

As a result, companies are fast adapting and learning to connect with consumers digitally, as opposed to using print or television to dictate campaigns. Advertising today is much more personal and requires quality communications to form personal relationships with consumers. It has to speak with the audience, and not at the audience in order to start a conversation.

Rich media, being of an interactive and high quality nature, has been proven effective in boosting ad engagement substantially. Native advertising has raised the bar for personalised mobile advertising by maximising engagement and minimising intrusiveness. We are even seeing more and more communicators use geolocation targeting to connect to the consumer and stimulate a customized, real-time marketing reach.

A recent survey conducted with 300 business executives indicated that 42 per cent of the respondents are already using mobile marketing and another 42 percent are planning to do so. The rising adoption is mainly driven by the benefits of enhanced customer engagement, lead generation and brand awareness.

As the use of mobile marketing widens and technology advances, mobile marketing - which was originally intended at generating consumer insights that just included customer demographics to drive sales - has now evolved to include different personas of a particular user. Hence, businesses today have come to rely on this data for their marketing initiatives in order to enhance competitiveness.

REVOLUTIONISE PRODUCT INNOVATION

Whether brands like it or not, mobile has revolutionised how we live and created a new model of economy for society - the sharing economy, which enables customers to be more involved and drive the innovation process. There is no sign of this economy slowing down anytime soon. Consumers are progressively sharing with each other, leaving product or service providers out of the equation. For example, apps like GrabTaxi and Uber connect users directly with cab drivers, bypassing cab operators. In this sharing economy, marketing assumes a more important role in companies to provide the best engaging platform for consumers to talk to each other about products and services.

On the other hand, traditionally, marketers were tasked to sell products that were designed by the R&D department. In the new economy, the power in the buyer-seller relationship has shifted to consumers. As a result, marketers have to get involved in the innovation process and in the product development cycle early to provide insights on consumer behaviour and preference.

SUPPLY CHAIN STRATEGY

Progressive retailers are working to create a seamless customer experience in their organizations at large and, specifically, in their supply chains. They ensure that their presence in the marketplace reflects one vision whether you are in the brick-and-mortar store or browsing with mobile apps.

From a supply chain perspective, retailers must support this notion by making inventory positioning more flexible and traceable, so that the inventory in store has to be visible to the mobile shopper.

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DRIVE SUCCESS IN M-COMMERCE

Mobile has provided business opportunities that were unimaginable before, opening up more sales channels for B2C brands. The regional online shopping market is moving away from PCs and towards smartphones, mirroring the wider global trend. An emerging trend coming from Asia is the shift towards shopping through or directly in a mobile app versus a mobile site.

Fashion and beauty e-tailer Zalora introduced mobile apps on both iOS and Android platform allowing users to browse Zalora’s 15,000 fashion items across 500 brands. In 2013, 25 per cent of Zalora’s total sales were made via mobile apps. Japan’s e-commerce giant Rakuten invested close to a billion dollars in buying Viber in order to utilize its worldwide mobile user base.

THE FUTURE OF MOBILE MARKETING

Mobile is here to stay and it will only grow closer to consumers, especially now with wearable devices becoming popular. It makes perfect business sense for mobile marketing to continue tapping on this trend and bring businesses more insights. In fact, mobile marketing has been slowly transforming and evolving into data-driven marketing. Marketers will soon be able to, if not already, navigate through the complex world of Big Data and leverage these smart insights to fine tune best practices for targeting and retargeting ads and map segmentation strategies. Data-driven marketing is the future to further boost ROI, effectiveness, efficiency and accountability of your marketing efforts.

Vikas Gulati, is VP, Southeast Asia for Vserv.mobi. He has over 14 years of experience in media and marketing across emerging markets. He was earlier involved with set up of Asia business for Sprice – an online travel network, now part of Travelport. He has also held various leadership roles at ZenithOptimedia and Carat India.

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THE REAL CHALLENGE:

MOBILE ADVERTISING AND ATTRIBUTION

Leo Scullin Global Industry Initiatives Mobile Marketing Association

As mobile marketing matures and brand marketers find their way in this space, the main issue that keeps coming up is measurement. One could argue that as strong as mobile appears to be as a channel for marketing, its growth is being held back because of the difficulties in measuring its impact. And in analytics circles, this becomes an attribution analysis issue.

To be clear, attribution analysis is the application of statistical methodologies that assigns a relative value to each of the marketing and media touchpoints along a purchase pathway. This value reflects the relative strength and impact of that marketing or media touchpoint in driving a sale or other brand metric.

In the context of multiple media in the mix, both traditional and digital, the biggest challenge is how to track and measure the mobile components, especially mobile advertising. In the digital (desktop) realm, where cookies have served as a passive and persistent ID file within a users browser, advertisers have been able to identify end users (without PII1) allowing then to manage advertising programs with frequency capping and re-targeting. Because of the ubiquity of cookies, analysts have been able to operate within a so-called deterministic framework. Mobile web browsers generally do not support cookies (due largely to Apple’s decision to restrict the use of dthird party cookies in the iOS Safari browser) as is the case in the desktop world. This alone changes the dynamic between advertisers and end users, since every time a user encounters an ad, it is always the first time.

1 According to Wikipedia – “Personally identifiable information (PII), as used in US privacy law and information security, is information that can be used on its own or with other information to identify, contact, or locate a single person, or to identify an individual in context.” But note, PII does not have a universally accepted definition around the world. What constitutes private versus public information, conceptually and legally, continues to evolve as technology transforms the mobile landscape.

In order to use a deterministic model for cross-device advertising in mobile, one needs to either use PII that is made available through login systems such as Google, Facebook or Twitter, or stitch together data from multiple publishers as some ad networks do. This user-based targeting is valuable, as individuals can be identified with a high degree of certainty across devices and even desktops. The downside of this is the privacy issue of tracking users with PII across various devices – and whether it is acceptable to users and regulators. Another downside of such models is scale, as many of these types are closed systems, and do not work across different browsers or platforms. Either way, the deterministic model often defaults to so-called “last click” attribution, meaning that the influences of the various media are ignored or minimized.

But the certainty of the deterministic framework is yielding to one that is known as probabilistic modeling. This is used in various fields where large amounts of data need to be statistically analyzed, such as in weather forecasting or in predicting stock or bond market trends. In mobile advertising, similar data sets are being created and analyzed, with sophisticated algorithms to predict that a smartphone and a tablet are likely to be owned by the same person. These predictions use various data points, like device type, OS, location and others, that allow for the predictions to get stronger over time.

Probabilistic models do not use cookies or any PII, and thus the data is private and secure. Users can be anonymously paired across platforms, operating systems and apps, thus allowing such programs to scale effectively. But such models lack the granularity that might provide more data touchpoints, and thus more possible insights, into each of the component media. This is a bigger challenge just within mobile, because of the diverse media paths therein.

Of course, this is still based on probabilities, and thus does not give the certainty advertisers are used to in desktop, but as these systems learn more, advertiser confidence and success should rise.

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IT’S ALL ABOUT MEASUREMENT

The challenge that mobile marketing brings is that it is not one thing, like television or magazines, but it is many things. Consider the various media paths that mobile technologies enable – text or SMS messaging, mobile video, display advertising, mobile apps (which can include push notifications), mobile web sites, search and social. Marketers who are successful in mobile are using some or all of these media paths, and, for them, this success has brought an enormous amount of complexity in terms of cross channel attribution.

The Mobile Marketing Association began convening attribution analysis forums for brands in 2013, where various members share their overall marketing efforts and the roles that mobile played within the mix. We learned first-hand how a big box retailer, an e-commerce business and a broadband cable company each identified the key performance indicators (KPIs) they were measuring. Of course, each approach was both different and enlightening, and the lessons and experiences in one vertical did not always apply in others, but the attribution analysis of mobile was like a big sandbox. Every brand sees something about mobile that touches other marketing programs, or can be activated by and integrated with almost every other marketing and media platform.

This is an entirely new, exciting and even profound state of affairs in marketing and analytics. The continuing advancement of mobile technologies and devices calls for more innovative marketing strategies, more sensitive measurement efforts and richer analytical thinking. Consider the big box retailer example, mentioned above, and all of the interacting media elements that they have at work largely fueled by mobile: television ad campaigns, television sponsorships, radio ad campaigns, newspaper ads, free standing inserts, in-store kiosks and brochures, mobile SMS programs, desktop and mobile web sites, mobile app, mobile display ads, mobile video content and ad programs, desktop and mobile search efforts, and social programs.

So the critical issue here is and always will be measurement. The mobile components also introduced: localization connecting the mobile user to the nearest store; in-app or mobile web purchasing with in-store pick-up; and mobile oriented and optimized how to videos. All of these components drove higher engagement, which could be traced to lift in-store visits, conversions and sales, and are used to refine and optimize the ongoing cross channel campaigns.

THE NEXT FRONTIER – CROSS MARKETING

EFFECTIVENESS

Besides the cross-channel attribution forums the MMA has conducted, we are also in the middle of fielding some important industry research focused on cross marketing effectiveness. This research is called Smart Mobile Cross Marketing Effectiveness (SMoX.ME), and uses experimental design and a single source approach to measure real in-market campaigns and then applies regression analysis to measure the impact of each channel at the individual level, i.e. each panelist. The MMA currently has results for AT&T and more results will be released for Walmart, Coca Cola and Mastercard.

The data and insights from SMoX represent true cross-channel attribution results, moving from theoretical to practical. The goal for participating brands is to determine the ideal role that each media (including mobile) should play for that brand and campaign. We expect learnings from SMoX to help transform marketers continued use and leveraging of mobile in their marketing mix.

Leo Scullin heads Global Industry Initiatives for the Mobile Marketing Association. He is also a Partner in Arkose Consulting LLC, where he is involved with digital media services. His early experience includes a long stint as a media expert at Y&R, co-founding a NYC jazz radio station and co-founder and publisher of a major men’s magazine.

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How LOCATION REVEALS THE TRUE

POTENTIAL OF MOBILE MARKETING

Yang Cao, General Manager, APAC, xAdReaching the right person with the right message at the right time has been the Holy Grail of marketing. Location, and the insights it provides, allows marketers to finally reach that goal. Location provides marketers with access to real-time, real-world data that can be used to help better identify consumers’ needs, interests, and intent. Mobile devices provide marketers access to information related to where a person is currently located and where they have been. By understanding the places people visit and the patterns therein, we can deliver the most personalized and relevant advertising to influence where they are going, while connecting the dots between online and offline sales.

THE USE OF LOCATION IN THE APAC REGION

The APAC region is a major driver of the overall shift in mobile usage and ad spending globally. eMarketer reports that worldwide mobile internet ad spending will reach $40.2B in 2015, with China and Japan combined comprise nearly a quarter of overall global spend. China alone comprises over $6B, a growth rate of 600% in 2014. By 2015, eMarketer predicts that China will become the largest mobile ad market in the world, reaching $12.14B. With such overwhelming growth and engagement, mobile is impossible to ignore.

Location use by consumers and marketers is already on the radar in APAC. In China, one-third of marketers reported that they are using geo-location “always” or “frequently” in mobile marketing, according to eMarketer.

Consumers are already using location-based services frequently in the region. According to Nielsen’s The Mobile Consumer 2012 Report, more than half of consumers in China and South Korea reported they use location-based services.

As consumer adoption of location-based services grows in APAC, we are already seeing that marketers in the region are beginning to test the power of location. Due to the major growth of both marketing dollars and consumer behaviors in APAC,

location accuracy and understanding is becoming an imperative in mobile marketing. It is crucial for marketers to understand the basis of location data accuracy and application to realize its full potential.

Fig. 1: Digital marketing in China

HOW LOCATION WORKS:

SEPARATING THE SIGNAL FROM THE NOISE

When a person opens her phone and uses an app or mobile website, she often grants access for publishers and developers to use her location information. This location data can be as general as a zip code or city, or as specific as a request to capture a user’s exact location at any given time. The accuracy of the data signal determines how this data can be used for

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targeting and marketing purposes. For proximity targeting – reaching a user who is in close proximity to a point of interest – the location signal must be very precise, such as latitude and longitude data as pulled from the device’s GPS. There are various types of location data that balance between reach and accuracy. MMA’s Location Terminology guide is an essential educational tool in that area. Fig. 2 from the guide shows the different location signals available from a mobile devices and its level of reach and accuracy.

Fig. 2: Mobile and locational signals

HOW LOCATION HELPS MARKETERS BUILD

ACCURATE AUDIENCES

Location empowers marketers to better understand their audiences and the ability to influence them. The individual nature of mobile devices and their usage requires a personal and tailored approach to truly influence customers’ purchase decisions. Marketers need to learn not only who are their most receptive consumers and how they are using mobile devices across their path to purchase, but also when to reach them with the most relevant message during their mobile activities to drive further action and conversion.

Unlike other traditional audience-building techniques, which rely on consumer-reported information and/or look-alike modeling, mobile enables marketers to use mobile device visitation and placed-based behavioral data to create a more robust set of audience segments and targeting capabilities. For example, if we see that a device has frequented two airports in Singapore and Shanghai in the past month, and visits Singapore hotels on weekdays, we can probably infer that this is a “business traveler” based on the context of the device visitation behavior. From there, we can

identify similar device visitation activity and create an audience. This approach gives marketers audiences that are not only current, but are also more closely aligned to actual consumer behaviors.

With user location data and broader understanding of audience behaviors, we can develop more accurate audience segments to target users across the purchase journey – from awareness to intent, consideration, loyalty and purchase (see sidebar). Location empowers marketers with more granular ad targeting, greater relevance, and more personalized messaging based on real-world behaviors rather than broad category assumptions or static group segments.

Using location across the consumer

purchase journey

CONSUMERS LEAD CONSUMERS LEAD MARKETERS TO LOCATION RELEVANCE

Marketers are playing catch up to consumers’ desire for more relevance. Based on data from a survey of more than 2,000 mobile users by Nielsen, the 2014 Mobile Path to Purchase report by xAd and Telmetrics revealed that the importance of location relevance for consumers has grown 44% since 2013.

Joe Laszlo, senior director at IAB Mobile Marketing Center of Excellence, stated, “Whatever the state of mobile itself in a given country, in every market it feels like consumers lead the way, media companies are doing their best to follow, and agencies and brands, on average, tend to lag a bit, puzzled by mobile or unsure how to respond to the shift of the digital audience to phones and tablets.”

In the APAC region, consumer mobile ad engagement is already quite high. The IAB mobile data usage study conducted by GfK showed that 90% of smartphone

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users in China engage with a mobile ad at least monthly, with 86% reporting they engage weekly – much higher than U.S. rates the study compared. That same study showed that forty percent of respondents visited a local business after viewing a mobile ad.

BIA/Kelsey predicted that location-targeted mobile advertising will grow faster than the overall mobile advertising market, and will represent 43% of all mobile advertising by 2019. BIA/Kelsey analyst

Mike Boland explained the trend: “As the ability to attribute a sale to a mobile ad becomes clearer, marketers will be better able to determine the return on investment of their efforts which should lead to bigger investments….for example, tracking user behavior after they’ve seen an ad to determine that they showed up at a store or, even better, made a purchase.” This applies globally, as companies are quickly honing their technologies and data insights in every region to connect these online mobile activities to offline store visits and sales.

The deep understanding and relevance that location enables shows much promise for driving greater store visits and sales. Engagement and action in mobile location is already happening, and with the right insights and tools, the market is ripe for location expansion.

CONCLUSION

The APAC region superseded all growth estimates for mobile marketing in 2014. Mobile marketing growth is likely to continue on this growth trajectory, led by the growth of consumers’ expectations. With more demanding consumers, more sophisticated technology, and greater understanding of how to leverage location, 2015 will be the breakout year for location in the APAC region.

As marketers, location has many benefits – from building brand awareness and affinity to influencing and driving on and offline commerce. Using mobile location data, marketers can have more visibility into who their customers are, what their needs are, and how to influence their decisions. Location is the key to unlocking the definitive value of mobile advertising, and is poised to become one of the most powerful tools in a marketer’s arsenal. With location, marketers have finally found the Holy Grail in advertising and the tools to achieve it.

Yang Cao is General Manager, APAC, xAd and has nearly 20 years of experience building and growing successful technology companies in both Silicon Valley and in China. He was previously with Zhubajie Network, Julu Mobile, WhitePages, TokBox and StarCite. Yang also serves as advisor for China Growth Capital, and in his free time, he enjoys being a dad, a lowly ranked soccer player and a slow, long distance runner.

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CHALLENGES AND OPPORTUNITIES

of Measurements IN MOBILEby Joe Nguyen, Senior Vice President,

Asia Pacific, comScore, Inc.As the umbrella of the ‘digital’ ecosystem continues to spread to new platforms and media types, measurement must also adapt to meet the expanding needs of the marketplace. More money is shifting into mobile, so the need to accurately and independently evaluate both media and advertising is fundamental in maintaining trust and growth – just like other media. Measurement needs to be done at a person-level, including demographic targets, and factoring in aspects such as non-human traffic (including fraud), viewability and brand safety.

Mobile has added further complexity to all of these measures, with many people now accounting for two or more devices. The term ‘mobile’ now encompasses smartphones through to tablets, with phablets sitting somewhere in between, and consumption via browsers and apps. This serves to highlight the added fragmentation that our customers, and therefore we at comScore, must handle when evaluating this burgeoning sector.

When measuring any market or platform, a provider must seek to meet three key criteria, creating products that:

• Are holistic and objective in measurement• Deliver outputs and metrics that fit the needs

of the entire ecosystem• Have relevant scope but can be delivered at a

viable cost for the market.In a digital world, it is also necessary for measurement solutions to mirror, or at least be comparable to, their counterparts across different geographies, particularly in a heterogeneous set of markets such as in the Asia Pacific region, and to different media.

Successfully addressing all of these requirements to evaluate both audiences and advertising requires a number of assets, namely:

1. An enumeration source, to accurately size and define the total market

2. Content tags for mobile web as well as app mea-

surement via software development kit (SDK) implementation for a complete view of how an entity is consumed

3. Ad tags for a complete view of how advertising is consumed

4. Metered user panel(s) to provide demographic and passively-observed behavioural data

5. Census user profiles to add granularity and accu-racy to demographic data.

Even more fundamentally, though, the necessary experience, systems and methodologies are needed to accurately combine these resources, and deliver end-products that are fit for purpose.

Building all of these assets requires substantial input and investment from the measurement provider but also from the media industry itself. In moving from a PC-only world to today’s multi-platform one, comScore has observed five phases of delivery:

PHASE 1: PC-only Measurement

Combining content and ad tags with panel observations allows detailed insights into audiences and advertising, including demographics. Importantly, the census-level data can also be ‘validated’ in terms of non-human traffic, and in the case of advertising, for demographic target effectiveness, brand safety and viewability.

PHASE 2: Adding Mobile Measurement Via Census Tags

Census data from cookies, apps and devices derived via existing analytics tagging, as well as from encouraging publishers to implement measurement tags onto web and app entities, can be modelled to create unique users metrics, using methodologies validated against mobile panel data in other regions. This allows a first opportunity for a market to derive cost-effective person-level measurement of mobile media and audiences for entities that are tagged.

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PHASE 3: Enumeration and De-duplicated Multi-Platform Users

(Mobile Still Via Census Tags)

Once measurement of mobile entities is available, this input can be combined with the comprehensive PC assets in a region and de-duplicated using models informed by enumeration sources and a ‘dynamic panel’ of multi-platform users identified in the census-tag data. The resulting ‘total digital populations’ help all sides of the ecosystem to evaluate media and audiences at a de-duplicated person level.

PHASE 4: Panels and Demographics

Whilst PC panels have already been established in Phase 1, the addition of panels on smartphone and tablet allows measurement of untagged entities, as well as crucially facilitating demographic measurement on all devices. This phase represents one of the higher barriers to entry, with the cost of recruiting and maintaining panels exacerbated by the need to do so on a representative range of platforms and operating systems.

PHASE 5: Granularity

The modular construction of the preceding datasets means that they can be easily added to, for example, enriching the coverage of demographics by incorporating census-level profile data from partners. It also facilitates fusion with other data sources, for example, with additional platforms such as TV.

Whilst Phases 4 and 5 are currently restricted to the typically ‘advanced’ markets with large digital advertising revenues, the gap certainly appears to be closing. In Asia Pacific, we are already seeing progress, and there is clearly a wealth of opportunity in the mobile space. From the page impressions that comScore already observes via our census-tag network, Asia Pacific features some of the most mobile-focused markets globally. In India, one third of the page impressions we capture are on smartphone or tablet, and in other markets, that figure is higher still – an incredible 39% in Korea, for example. Although using a more limited dataset, these figures are impressive in comparison with the panel- and tag-observed figures in the U.S., where mobile platforms account for slightly under a quarter of page views.

As users, and therefore content and advertising, continue to expand to mobile devices, comScore has made a concerted effort to implement our Phase 2 solution for audience measurement in multiple markets globally, including China, Hong Kong, India, Malaysia, Singapore and Taiwan, and Phase 3 in Australia, with more Asia Pacific markets scheduled for 2015.

Already in these markets, we are seeing data and usage that allow content owners, advertisers and their agencies to make informed progress on mobile and multi-platform strategy, development and advertising. Understanding the relationships

between smartphone and tablet audiences on both browsing and app entities helps these players to better evaluate or monetise mobile inventory, or make decisions regarding editorial or features. Insights such as on iOS and Android audiences are also critical to the mobile space. Census-informed mobile measurement is a huge first step in filling a measurement vacuum and we continue to work on progressing markets in this region into the ensuing phases.

These new datasets are already proving invaluable in our customers’ workflows, and are perhaps even more relevant as media buying and selling advance into programmatic and automated platforms. Quickly understanding true value based on the ability to deliver (multi-platform) audiences, as well as advertising-specific measures such as non-human traffic, viewability and brand safety, allows the ecosystem to flourish with confidence from all sides. We at comScore are committed to providing trusted independent data where our customers need it and excited to see how they continue to put it into action.

Fig. 1: Dimensions and Processes of Digital Media Analytics

Joe Nguyen is Senior Vice President, Asia Pacific at comScore, Inc. He has more than 20 years of experience in Asia Pacific and is a veteran of the online analytics industry. Joe is the co-founder of iamWednesday Singapore and is on the Mobile Marketing Association Asia Pacific Board of Directors. He has also held a seat on the ad:tech Singapore Advisory Board and the Interactive Advertising Bureau. Joe was previously with Omniture and Millennium & Copthorne Hotels. Joe holds a BSE degree in Mechanical Engineering from Princeton University. He was born in Vietnam and emigrated to the U.S. after spending a year in a Malaysian refugee camp.


TRENDS AND IMPACTS

PART 2

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EDUCATION:

THE EVOLUTIONARY NECESSITY

by Paul Berney Managing Partner EMEA and Co-Founder, mCordis

After more than 10 years working in mobile marketing, I still find myself daunted by the pace and breadth of change of the industry. Each day brings some new development, a new technology or company, a new milestone that mobile has achieved, a new thought leadership piece or a new case study. This is multiplied when you try to keep pace with international change. In the face of this how can any of us keep up to date? How can we hope to understand what is changing and what it means to us?

Charles Darwin once famously wrote: “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change,” and it is this evolutionary imperative that should continue your drive to continue learning no matter how hard it is. You simply have no choice.

For some it seems like an admission of weakness if they do not understand something new in the market, so they hide instead behind claiming the new channel does not work or is not yet mature enough. Our experience is that it is often the most senior business people who have the least understanding of mobile. This is partly because of their age: the over 40s are digital immigrants, learning new mobile skills on top of an existing set of ones built up in the analogue age. Millennial workers are digital natives who have grown up knowing the technology from a lifetime of usage. We can divide these natives further into online v/s mobile natives. The youngest among our workforce globally have only ever known a world with every adult connected by access to a mobile phone of some sort. Those in school today are not only using mobile for their personal lives but they are now learning on mobile devices: from tablets in classrooms in developed economies to children getting access to textbooks for the first time ever via feature phones in countries like Indonesia.

You would imagine then that marketers everywhere would be pushing their employers to invest in helping them add new skills. But marketers are not great at investing time in learning, it seems. A study by Adobe in 2013 found that only 8% of senior UK marketers said they had full confidence in their own

digital marketing skills, but less than 3% had received formal training. We seem to favour learning on the job (through trial and error) to learning new skills in a formal environment.

Other professions do not suffer from this lack of foresight. IT professionals know that they need to have ‘Cisco certified’ or ‘Microsoft certified’ on their CVs as a prerequisite to being considered for many jobs. Mobile will soon move to this position also because it is becoming an essential part of the marketing armoury. As Blake Cahill, Head of Global Digital Marketing at Philips said earlier this year: “As a marketer, if you don’t understand [mobile and social] technologies well and how they’re being used by relevant audiences, it’s going to make it incredibly tough for you to do your job well.”

Apart from anything else, all the change and innovation makes mobile one of the most exciting areas of marketing for brands and agencies to learn about. Mobile is both causing and enabling an irrevocable change in consumer behaviour. Marketers have an opportunity to connect, engage and influence consumers in a more personal way than ever before. Mobile can truly fulfil on the promise of one-to-one marketing. If that does not excite you as a marketer, then maybe you are in the wrong role!

After nearly six years working for the MMA, my response to this has been to create a business focussed on filling this clear knowledge gap around mobile and to introduce a new set of qualifications to help formalise the teaching and provide recognition for those with the skills that can help employers identify future staff. We will be working to bring these qualifications to market globally in 2015, having already launched them in the UK, US and South Africa. Right now the training is delivered in person but it will be made available online for self-paced learning. We have worked with the Institute of Direct & Digital Marketing in the UK to create an accredited qualification that can be recognised by educational institutions and employers alike. For more details you can click here: http://www.mcordis.com/mobile-marketing-education-training-and-certification-0

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Finally, if as a marketer you do not feel the imperative to learn because of the increasing importance of mobile or because of the shift in consumer behaviour, then maybe you should do it to expand your horizons. As Albert Einstein memorably said, “Education is not the learning of facts, but the training of the mind to think.” Start 2015 with a commitment to get to understand the channel and the opportunities it presents. It is going to be at the heart of marketing for

the rest of your career, so it is worth the investment.

Here are 10 ways you can educate yourselves in the scope and power of mobile marketing (plus a bonus

11th tip!).

1. Take a mobile marketing training course first (eg. from MCordis www.mcordis.com). If you are really time pressed take course on mobile marketing on Lynda.com (lynda.com) which you can view on your mobile device.

2. Sign up for daily alerts from MMA Smartbrief, Mobile Marketer (mobilemarketer.com) or Addictive (addictive.com).

3. Use available free resources like GoogleThink or Mobile Groove (mobilegroove.com).

4. Sign up for an account with eMarketer.com and a subscription to the IDM Journal (www.theidm.com).

5. Target some events to attend in 2015, focus on learning from other industries and geographies rather than your immediate competitors.

6. Search SlideShare for interesting presentations on everything you can think of in the mobile space.

7. Follow thought leaders in the mobile space on Twitter (like @tomiahonen @gerdleaonhard @mobiledirect).

8. Read the novel ‘The Circle’ to see a fictional account of what might happen to big data in the future.

9. Watch the movie ‘Terms & Conditions’ to grow your awareness of the privacy issues in the mobile world.

10. Learn about behavioural economics, consumer bias and other changes to consumer psychology.

11. buy an iPhone, an Android, a smart watch, a tablet and FitBit and any other connected device you can get your hands on. Try them out, commit to learning though usage. Put yourself in the position of your consumers. Find out how easy or hard it is to adopt these technologies. Get others in your company to do the same and share your thoughts and ideas.

We are sharing these ideas with every brand we work with, every attendee on our courses and audience members at our presentations. We know they work because we see the evidence of it every day. Many marketers are committed to building their understanding of mobile and mobility.

Paul Berney is the Managing Partner EMEA and Co-Founder of mCordis. He was Chief Marketing Officer & Managing Director of the EMEA branch of the Mobile Marketing Association (MMA). He has over 25 years’ industry experience, and has spoken at events in 37 countries. He is a Fellow of the Institute of Direct & Digital Marketing (IDM), Member of the Chartered Institute of Marketing and mentor in the Marketing Academy. He sits on the editorial Board of the IDM Journal and was voted one of the Top 50 influencers in mobile marketing in the UK by The Drum magazine 2013 and 2014.

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From MOBILE to MOBILITY –

THE THIRD WAVE IN

MOBILE MARKETINGby Ashutosh Shrivastava CEO, MindShare Asia-Pacific

The rapid adoption of connected, mobile devices amongst people has been opened up opportunities for marketers and brands to engage with them in ways which were unimaginable a few years ago.

As smartphone and tablet penetration grow, people are spending more and more time in front of these new screens, from the time they wake up to the time they go to sleep – communicating with other people, sharing ideas, opinions and accessing all kinds of content. And they are spending more time on these screens and devices than any other media channel, including TV - quite often alongside watching TV!

While the first wave of mobile marketing kicked off in the feature phone era, with annoying spam text messages being pushed indiscriminately at unwilling recipients, the second wave came with the rise of smartphones and tablets. They made it possible for brands to start engaging consumers in far more valuable and appealing ways. There is technology available today for brands to target people by their intent – often deduced from their location, time of day, context, what they are searching for, and sharing on their social networks.

The price of smartphones continues to fall and the first sub USD 50 phones have started entering the market this year, ensuring that these devices will remain the mass channel of choice for brands, well ahead of any other media, including TV in almost all countries in Asia. At the same time, newer technologies such as those offered by Ozonetel, Zipdial and OutThereMedia are enabling brands to start using even feature phones in much smarter ways as well, targeting smartly, enhancing effectiveness and reach. And text messaging itself has evolved – via opted in customers, online voting for TV shows

and banking transactions. Also, more than half of all smartphone users around the world are active users of messaging services such as Whatsapp, Wechat, Kakaotalk, Line and Snapchat, most of which offer interesting options to brands targeting the users.

The Third Wave I am talking about is the rapid rise of new connected devices, the Internet of Things as it is called - including ‘wearables’, ‘nearables’ and those which make your home or place of work or your means of transportation ‘smart.’ While there is a lot of hype at the moment, technology providers and brands now have to grapple with even more sensitive issues. There is danger in brands overstepping and intruding into personal space, as these devices are tracking body functions, fitness levels and micro location, and unless they respect that privacy and only engage with people opting into something of real value in return for such information, it can trigger a terrible backlash.

While there is growing interest in these devices, we have not yet seen the equivalent of an iPhone in wearables to trigger off mass adoption!

‘Nearables’, like beacons which would work to make your smartphone even more context aware, would be of great value to retailers who are struggling today with e-commerce platforms. They can innovate with beacons to attract people to their stores instead of shopping online. Beacons can add context to make your shopping experience far more personalized and richer in a real world retail space.

Given the small form factor of these devices, it is their connectivity with smartphones, via notifications which becomes an opportunity for brands looking to engage via these devices. And given the sensitivity and personal nature of these devices, probably

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native advertising and utilities to provide timely and immediate value are likely to be the dominant formats here. Voice is also more likely to be the interface with these devices.

As brand marketers, these are really exciting and yet challenging times. Everyone can see the opportunity but doubts remain, especially in Asia, on how to use mobile devices effectively. People have changed behavior – in countries with ubiquitous 3G and growing 4G availability, 35-40% of all organic and paid search clicks, and a third of all video views, are on mobile devices. Facebook and Twitter have reported over 70% of all activity on their platforms via mobile devices, and growing. While the jury is still out on effectiveness of mobile ads vs desktop, Tubemogul reports that even for Asian markets like Singapore, clickthrough rates for pre-roll mobile video ads is over double of what it is on desktops.

People are shopping in a number of countries via mobile devices with China leading the way. Next door in Korea, 11street, the biggest open online marketplace, with 40% of country’s populations registered as users, has half of them initiating and completing their transactions via mobile devices. While mature markets like the UK and the US are leading the adoption of mobile by marketers (eg in the UK, mobile will overtake desktop spends as early as next year, and will become the second largest channel behind TV, ahead of print, OOH and radio by 2015), Asian countries see greater openness to receiving ads on mobile devices and shopping via these. The biggest trigger in the agency world to shift money to mobile is going to be targeting of millennials, who are clearly the dominant users of smartphones all day.

So how do brands allocate more marketing dollars onto mobile? Do we just serve banner ads, or build apps or just wrap up current websites via HTML into native apps ? Are banner ads effective or do

people ignore them? Are online video ads better viewed? It is a personal device, so is advertising an intrusion? Am I communicating in a ‘brand safe’ environment? How can I use these devices in bringing interactivity to more traditional media channels like TV, radio and out of home displays? What technologies do I use to create engaging brand experiences which are personalized and appropriate for the stage of the purchase pathway or journey that individual consumer is on? How do I navigate people to a simple to execute yet fulfilling, rich and personalized experience on e-commerce platforms? How do I benchmark effectiveness of my marketing campaigns on mobile devices? Conventional wisdom tells me how much exposure on TV or newspapers can generate the desired response for me. How do I find out how much to spend on mobile devices to get comparable return on investment?

The Mobile Marketing Association (MMA) is working closely with brands, agencies, technology platforms and publishers to help foster industry collaboration around these questions, and help evolve industry standards and benchmarks. Today, the maximum amount of time people spend on any media device is via mobile, and we would like to help simplify the way marketers plan, integrate and buy campaigns with mobile devices as an integral part of these, to improve their marketing effectiveness. To this end, we have also created a number of case studies which are available on our website. We would encourage you to go check it out, and more importantly, join the MMA to help drive the industry forward.

Ashutosh Srivastava is Chairman and Chief Executive Officer Asia Pacific & Global Growth Markets at Mindshare. He was earlier with JWT and GroupM. He also set up Meritus, a business analytics company focusing on big data, and helped bring MadHouse, China’s biggest mobile marketing company to India in a joint venture with GroupM.

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CAN Creative IDEAS MAXIMIZE THEPOTENTIALOF MOBILE MEDIA BUYING?

by Rahul Pandey, CEO, BonzaiA large part of the brand manager community today has a ‘free creative syndrome’ when it comes to their approach to mobile advertising. They find a vendor that can adapt their print creatives, or any already existing brand imagery, to mobile platforms and pocket a hefty bargain in the process. But here is an important question that needs to be asked: can a ‘free creative’ effectively influence mobile users?

Before we look closer at this question, let us first understand the scenario. Every advertising campaign is built around three essential pillars: Audience, Content and Experience. Audience is the final user that a brand wants to connect with, Content is the environment in which your brand message is delivered, eg, the publisher’s page and Experience is how a brand weaves a story that delivers the message effectively.

Audiences are already in no mood to interact with an ad unit and brands have more or less no control over the content in which their ad will be displayed, hence it is the experience that makes or breaks a campaign. In such a case, a free creative does not engage the audience due to the lack of an immersive experience where the user can play with brand elements. This in turn leads to the final brand message to be muddled in the minds of users.

Fig 1: The 3 Pillars of a Campaign

Benjamin Franklin famously said, “Tell me and I forget, teach me and I may remember, involve me and I learn.” This old quote applies well to the mobile world. We cannot just preach a tag line and expect users to be receptive to it. We have to involve them in a complete experience where they can interact with the brand and understand its communication.

Let us illustrate this with an example. During a campaign for a popular headphones brand, the client wanted to adapt their promotional materials for mobile devices. They were grossly unaware of the plethora of opportunities available to them on smart devices and it was up to us to introduce them to this new world. We created a rich media ad unit that trounced their previous estimations of product purchases. Our ad performed better in getting purchase volumes than just a creative.

The brand message was delivered in a strong and creative experience that users enjoyed interacting with in comparison to the drab free creative they were uninterested in. Similar to this case study, we have also deduced through research that investing in creative ideas can lead to a marked increase in ad performance. A campaign can get 44% more engagement by increasing their creative spends on mobile.

Fig 2: Performance Betters with Creative Ideas

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As stated before, intelligent media buying can help you find the right audience on mobile, but truly connecting with them is a whole different ball game. You can go live with such free creatives but they will hardly make a splash in the user’s psyche. Static adaptations of print ads can only go so far in engaging your audience on smartphones (a medium full of Candy Crush, Pandora and what not!). Unlike traditional media where viewers are sedentary couch potatoes, mobile users are active participants on the mobile platform. We need to activate these millennials and spread the word in a language that they are fluent in.

Instead of running print reruns for free, there is a need to tap into the potential of mobile and test its limits. Marketers have to look into UX to harmonize a user’s experience, build creatives that fuse gestures of swipe, touch, and tap, and analyse ad performance using heat maps, A/B tests and other metrics. This is barely scratching the surface; there is more to be explored with geo-location data, social sharing, native camera functionality and many other device features.Fig 3: Increase in ROI due to Creative Spends

More examples spring to my mind as I make this point. A leading fast food brand integrated a store locator within their ad unit and benefitted with 3x more footfalls to their outlets. We have even capitalized on the selfie madness by creating a rich media ad where users can activate their native camera to click self-portraits and share them directly on social media. Instead of a free creative, the brand got free UGC brand selfies that created a buzz on various digital channels.

Creative ideation is the key to connecting with the user. Turning a blind eye towards this aspect can turn an ad spot into a blind spot. We have to realize that a good creative can overcome a bad media plan but the opposite is seldom true. With this in mind, we need to refocus on making mobile advertising like its other advertising counterparts: a medium of creative brand expression.

Fig 4: Results of Heat Maps and A/B Testing

Rahul Pandey is Co-Founder and Chief Executive Officer of Bonzai. He was earlier with AT&T, IDEA Cellular and Network18 Group. A management graduate, Rahul has spent 15 years in the telecom and media industry, developing his strengths in marketing, brand management, and intelligent digital advertising solutions. Along with being an avid soccer fan, Rahul loves to travel, exploring new places and ideas.

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THE SMALLSCREEN NEEDS BIG IDEAS

by Graham Kelly, ConsultantMobile marketing has not been around long. You could argue that it only really got going back in 2000, when a Finnish newspaper started offering free ad-supported news via SMS.

Things have come a long way since then, at least in terms of technology. We have increasingly powerful smartphones, faster data speeds and of course, an accompanying alphabet soup of acronyms (EDGE, LTE, LBS, and so on).

Nevertheless, all this high-tech inventiveness has not been matched by marketing innovations.

Primarily, because mobile is not being used creatively enough.

Things have been getting better in the last few years - thanks in part to well-established advertising award shows giving mobile its own category, not to mention events like The Smarties, which are dedicated to mobile.

However, given the increasing number of brands venturing into mobile, along with more sizeable budgets, I cannot help but think we should be seeing a lot more creativity by now.

That may sound gloomy, but I am bullish about mobile’s potential as a creative marketing medium. My optimism is based in part on the nature of mobile itself. As noted earlier, the medium is constantly evolving. With the result, that we are presented with a constant stream of new technologies that will offer new opportunities for innovative marketing.

However there is an important caveat to bear in mind: technology is nothing without a big idea. Indeed, technology is just a gimmick if there is no strong concept behind it. Simply put, ideas excite people, not technology.

To illustrate my point, consider social media. A marketing channel that has benefited from a great

deal of technical innovation, yet to date is still short on big ideas.

Just think about it. There has been so much hype around social over the last few years, resulting in countless social media campaigns. But when did you last see a campaign built around a truly original, impressive idea?

Not many, are there? However in the last few years things have been picking up. We’re starting to see some insightful, persuasive and creative uses of social.

One of my favourites is a Twitter campaign for Snickers, done in the UK. This was hugely popular and created quite a stir – even being mentioned in the Houses of Parliament.

Fig.1: Twitter campaign for Snickers

Have a look at the case study: http://digital.151awards.com/awards/ynywyh/

You’ll notice there was nothing gimmicky about what they did with Twitter.

Rather, they provided a creative twist to the brand’s simple, insightful core idea: you are not you when you are hungry

Using mobile in more imaginative ways can lead to work that is both innovative and useful. A great example of this, also employing Twitter, is “Sky Rec,” which allows Sky customers to record any TV shows with a tweet. So even if you forgot to set the timer at home, you could still record a show using your mobile. This worked by linking your Sky cable account to your Twitter account. Each day Sky tweets their schedule; to record a specific show you simply retweet it.

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See the case study here: http://www.youtube.com/watch?v=MI_Hp32m1u4 I particularly like the utility of this idea. This is not an ad: it is a service.

Offering your audience something useful is a great way to make your brand more likeable. Let me share one last Twitter example. “Tweet Fleet” by Mercedes, helped drivers in congested German cities find parking spaces. Mercedes equipped a small fleet of cars to automatically tweet the locations of parking spaces (this was done by hooking the car’s Active Parking Assist system to the Mercedes Twitter account). As the cars drove through the streets, the system automatically identified and shared suitable parking spaces.

Result: a lot of grateful drivers who could not wait to spread the word.

See it for yourself: https://www.youtube.com/watch?v=eX-iYHZ-Ug0

Now, combining Twitter with a car’s on-board technology is fairly ambitious. However, mobile can be combined in simpler ways that still offer impressive results, even when you work with relatively old mobile tech.

For example, consider the possibilities of combing NFC with good-old outdoor media. One of my favourite examples of this is a fund-raising campaign for the UN’s World Food Programme. Bus shelter posters equipped with simple NFC tags allowed commuters to interact with - and ultimately donate to - the campaign: http://www.youtube.com/watch?v=NsAC9tPKYhI

In addition to NFC, there are plenty of well-established technologies that are crying out for big ideas. Take Augmented Reality. AR has been around for quite a few years now. Unfortunately, it has not yet fulfilled its potential, primarily because it is used badly.

This is a major let-down for long-suffering consumers subjected to unimaginative AR projects. Just think of all the steps they have to go to in order to see the marketing message. First, download an app. Then scan an AR marker. Then finally… ta dah! – They get to watch… some eye candy that does not make up for the fact they have just wasted valuable time on a shallow gimmick.

Done well, and by that I mean it incorporates a strong concept, AR can be extremely powerful. This project from Japan is a superb example. The concept is simple, endearing and useful: AR penguins guide you to a Tokyo aquarium, where you can see them for real: https://www.youtube.com/watch?v=IK4-zPD_25U

Unfortunately, marketers typically make a number of mistakes when they try to use mobile in their marketing campaigns; here are some of the more obvious ones. :

1. The ‘let’s do an app” mentality, where the thinking is confined to apps, without bothering to explore the other options that mobile marketing offers.

2. Underestimating the difficulty of games. Creat-ing a great mobile game is difficult. Creating one that also delivers on the marketing requirements is really difficult.

3. “Putting the technology cart before the idea horse.” This invariably leads to shallow creative work that is neither persuasive or effective.

4. Treating the mobile screen as just a small TV screen. Which means you will not leverage the strengths of mobile - such as the ability to drive activation campaigns due to your audience be-ing out and about.

Great ideas are simple, irreverent and persuasive. Put another way, if your ideas are complex, overly-serious and hard-sell, then you need to start again.

To sum up, I propose it is time to go back to basics. To start putting the emphasis on marketing concepts that are simple, intelligent and insightful.

If we can do this, the small screen will never lack for big ideas.

Graham Kelly has embraced all aspects of advertising – direct, traditional and digital - quickly progressing to become Executive Creative Director in Asia’s most renowned advertising agencies. These include: Ogilvy, Leo Burnett, Saatchi & Saatchi, TBWA and BBH. Most recently he was Regional Executive Creative Director, Asia Pacific, for Isobar. He currently does consulting for a select group of technology start-ups. Graham has won lots of shiny creative awards which we needn’t go into too much detail about. Suffice to say, he is one of the few creatives to have achieved international recognition across all media.

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Not your

AVERAGETEXT MESSAGE

by Krishnan Menon, Chief Client Officer, Asia Pacific at Wunderman Network

Imagine a world where your most-used apps no longer jostle for space on your home-screen, where the essentials – taxi, dating, texting, phone calls, contacts, social media, events, shopping – are streamlined into one app. Just like the smartphone streamlined your life and reduced the number of devices you needed to carry.

If you are under 25, chances are you know we are already there. “Texting” to these power users and early adopters of messaging apps is not just text, but also video, voice, photo, group chats, two-way-radio chats. Most popular messaging chats go much further with their social and entertainment features.

And when we say popular, we mean numbers that run into hundreds of millions across the world. It is the most explosive tech growth story in recent memory, with the market expanding by 148% between March 2013 and March 2014. 90% of the population of Brazil and 75% of Russia – to take two countries at random – are using messaging apps. Viber has 300 million registered users, while almost half a billion people use Whatsapp.

All apps offer the key features of chat and multimedia, but these are combined with proprietary mixes of social, entertainment and commerce offerings, giving them larger roles in the communications world. For instance, 19 out of the 20 top-grossing games in South Korea are now distributed via KakaoTalk. This is not surprising when you consider that 93% of smartphones in South Korea have installed KakaoTalk.

Messaging apps are used all day, every day to network with family, friends and colleagues, but they are not just a free way to communicate. They combine the visual quality of social media with the immediacy of SMS, making it the closest tech has

come to mimicking real human interactions. For daily users, it can be the primary platform for sharing and communication, rivalling Facebook or Twitter, or indeed the mobile operator.

WHAT DOES IT MEAN FOR BRANDS?

The BBC has an official Line account in 11 countries – the US, Australia, Spain, Germany, Italy, India, France, the Philippines, Singapore, Malaysia and Hong Kong. Their followers receive a mix of headlined images and very short video clips overlaid with captions.

We already know mobile is the most personal medium, the one that bridges online and offline lives. In the age of the connected consumer, mobile has emerged as the primary screen, especially in emerging markets such as Indonesia, Philippines, Vietnam and China.

According to Adweek, it is expected that by 2017, 2.5 billion users will connect through messaging-based apps. This is not a platform your marketing strategy should ignore.

At an obvious level, messaging apps are a good for timely customer service, quick updates or for nurturing very specific communities. However, the potential is far greater, because the messaging app sits at the confluence of social, mobile and commerce. Line – who offers many similar features – became Japan’s largest social network in 2013.

Messaging apps can serve as a portal for content and for one-to-one interaction with friends and fans. Most

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importantly, these are personal spaces where a brand is invited in, and so expected to add real value rather than advertise. Depending on the app, brands have marketing opportunities in brand accounts, stickers, e-coupons, virtual VIP cards and mobile commerce. Brands have begun to recognise the necessity and explore the possibilities.

For a launch in Argentina, Absolut used WhatsApp as the primary platform rather than Facebook or Twitter “to engage people in personal, unique experiences.” In India, Sony found chat groups a way to nurture influencers. The NFL team New Orleans Saints used Snapchat to send sneak peeks of uniforms, new merchandise, and clips of players practising, maintaining an intimate conversation with fans during the off-season.

KakaoTalk users can create groups of unlimited numbers, build official brand accounts and send each other real gifts from the gift store. Brands can list products in this store. As Estee Lauder found, “Cosmetic brands on KakaoTalk have a 29% CTR for its messages, of which 90% download coupons for product samples.”

WeChat, China’s most ubiquitous messaging app, even allows streaming content feeds and social plug-ins (Facebook). Viber does not allow advertising, but they do allow the purchase of branded stickers.

Being able to engage with your consumers on a personal level where they spend the most of their time is the Holy Grail for marketers and agencies. Messaging apps combine the best of mobile (location, for example) with the best of social (conversation, for example), so they demand a re-thinking of digital and social strategy to get the most of out of them. Brands can offer answers to questions like “How long until my next break?” or “What music shall I listen to next?” almost seamlessly, just like a friend. But that requires understanding the dynamics of messaging apps and getting the relationship right.

Social media platforms are still about one-to-many communication, but a messaging app is essentially one-to-one. To reiterate, anything that arrives on your mobile phone is personal – it is your brand and messaging strategy will determine whether that is a welcome break, mild interruption or an intrusion.

Three things you should start doing immediately:

1. Add messaging apps to your existing CRM or marketing mix, and develop a meaningful con-tent plan

2. Create a group for your social influencers and of-fer news or value that they can use

3. Incorporate m-commerce options into your last mile and make it easy to use in order to drive impulse purchase or trial.

Marketing in our connected world is a fluid, changing entity – just as we thought we had got social down, we now have multiple messaging platforms. But with each shift, we get closer to that real conversation with our consumers that we seek, to making our marketing dollars that much more effective.

If you would like a tailor-made messaging workshop to deep-dive into the messaging apps, discuss case studies from some of the world’s biggest brands and to define your brand’s roadmap to best use messaging platforms, please email is at [email protected].

Krishnan Menon is Chief Client Officer, Asia Pacific at Wunderman Network. He has spent his entire career at WPP having worked at Ogilvy and Kinetic Worldwide Media. A consumer-obsessed brand junkie who wants to leave his mark on tomorrow’s brands, he is passionate about customers’ lives and constantly looking for ways that brands, products and services can mean more to the people who buy them and love them.

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Smartphones are supercomputers in your pocket, with more processing power than the computers used to land Apollo 11 on the moon. They embody an enormous opportunity for brands and advertisers to grab and absorb consumers’ attention. Search and video marketing in particular play to the unique strengths of the smartphone and the constantly connected consumer. Here’s how to make these channels work for you.

Mobile Search: Right Message, Right Moment The key thing to getting mobile search right is respecting variations in user context. The better you understand the specific circumstances that lead customers to seek you out on smartphones, the more meaningful and successful your search ads can be. And if you think mobile search is simply about targeting people on the go, then think again – Nielsen research shows that 68% of searches on smartphones are actually conducted at home, where larger screens are readily available.

Key Marketing Contexts

Keep these four marketing contexts in mind:

Local intentMobile uniquely bridges the consumer and the physical world. People use mobile search to find things nearby, as well as opening hours, directions and addresses. Google findings show that four in five consumers want search ads to be customised to their city, postcode or immediate surroundings.1

Deep, direct connectionsMobile is unusual because it actually lets people touch your brand. When they download your app, they are

1 Understanding Consumers’ Local Search Behavior, May 2014, published by Google, Ipsos MediaCT and Purchased, www.thinkwithgoogle.com/research-studies/how-advertisers-can-extend-their-relevance-with-search.html

effectively carrying a bit of you in their pockets. One in four mobile users consume video content daily and 60% use their devices for social networking every day. Capitalise on mobile’s rich, personal experiences to drive engagement.

Task-oriented activitiesResearch shows that one in three smartphone searches occur right before the person visits the shop.2 Smartphones – like desktop and tablet – have a big part to play in initial research and inspiration. But what makes mobile so special is the role it also serves in achieving key tasks. A consumer searching “rental cars” from a desktop at lunchtime is likely to be considering various offers; the same user performing the same search on a smartphone at the airport that afternoon is probably aiming to make a booking now.

Time-poor usersMobile searchers may be less patient, more task-driven and closer to the end of their buying journey than when they are on larger screens. Look at this as an opportunity to give consumers what they need, when they need it. How? According to Nielsen research, mobile ads were said to be informative or helpful by nearly 50% of mobile shoppers (up from 22% in 2013).

Information at Users’ FingertipsTo effectively cater to these contexts, mobile search ads need to offer a user experience that is quick, intuitive and seamless. Three types of mobile ad extensions can help consumers do what they want more easily.


MOBILE’S MARKETING POWER

ACROSS SEARCH AND VIDEO

by Matt BrocklehurstProduct Marketer, Mobile Ads, Google

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Location extensions enable customers to visit you in person by showing an address, phone number, map marker with your ad text and a link with directions to your business.

• On average, location extensions boost click-through rate by 10%.

• You can target your ads to users in specific geographic locations relevant to your address and add multiple addresses, too.

• Recent Google research reveals that 50% of consumers who conducted a local search on their smartphones visited a store and 18% made a purchase within a day.3

Call extensions help consumers contact your business by showing a phone number and clickable call button with your ad.

• Call extensions typically increase click-through rate by 6 to 8%.

• You can set call extensions to appear only during the hours when your business takes calls.

• By using Google forwarding numbers, you can count phone calls as conversions in your reporting.

App extensions encourage downloads by showing your app icon and a link to the app on Google Play and iTunes.

• You can highlight the fact that you have an app when a user performs a search with generic keywords.

• For anyone who already owns your mobile app, you can deep link to a relevant section of the app based on what they are searching for, making it easy for them to complete an in-app conversion.

Steps to Mobile Search Success1. Offer your users a mobile-optimised site using one of three approaches. (a) Build a separate site specifically for mobile. (b) Use responsive web design – all device will view the same site, but pages adapt to suit the layout of each device. (c) Use dynamic


serving – the user’s device will be detected and custom pages designed for that device will appear.

2. Design mobile-preferred creatives to promote activities like clicking to the mobile site, taking advantage of mobile offers or using mobile extensions. Include a call to action that speaks to mobile users and link it to a mobile-optimised landing page.

3. Calculate the impact of cross-device conversions, where users start their journeys on one device and complete them on another. AdWords estimates these using aggregated data from people who have signed into Google, giving you an anonymous approximation of the number of cross-device conversions attributed to AdWords.

4. In order to build an attribution model that takes account of the full value of mobile, measure everything that mobile ads contribute to – including offline purchases made in-store or on the phone and non-transactional conversions like app downloads.

Case Study: ekmPowershop proves the power of mobile-specific search ads

ObjectiveBuild-it-yourself ecommerce solution ekmPowershop noticed a shift in the devices being used to access its site and wanted to market to growing numbers of smartphone and tablet users.

ApproachThe company used responsive web design to overhaul its site, then deployed mobile-specific search ads to drive new business. Within AdWords, ekmPowershop created mobile-specific ads including a call extension, then paid close attention to metrics in order to optimise for all devices.

Results1. Of searches on top terms, 8% are now from smartphone, 8% from tablet

2. 7% of conversions now from smartphone, 12% from tablet

3. 9% of incremental cross-device conversions attributable to smartphones

4. Compared to desktop, smartphone acquisition is 20% cheaper and tablet acquisition is 32% cheaper

Fig. 1: Mobile ad extenstions

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Fig. 2: ekmPowershop’s mobile-specific search ads

Mobile Video: The Future of Brand MarketingWhile it is clear that searching via smartphone has become an integral part of people’s lives, you would be wrong to think the marketing opportunity ends there. Video presents an incredible opportunity for brand marketers to engage with audiences. Of all the time users now spend watching YouTube, 40% is on mobile devices.4 So how can marketers successfully make the most of these circumstances to connect with consumers? Pay attention to two important guidelines.

Think multi-screen, build for mobileIn a multi-screen world, mobile should not be thought of as just the second screen. Research on user behaviours suggests that mobile is as important as a main screen. Beyond TV and laptop, consider what role video can play for your campaigns on smartphones. Looking across your activity on all other channels, think of ways to build companion experiences tailored to smartphone users.

Create in-the-moment experiencesWhile marketers have traditionally sought consumers’ attention as they sat in front of a television in their living rooms, mobile video consumption is changing that. As mobile captures consumers’ full attention at home or on the go, brands now have the opportunity to reach people anywhere. Devise ways to deliver in-the-moment, real-time experiences to make use of that full attention.

Case Study: Land Rover drives sales through cross-channel marketing

ObjectiveKnowing that most auto shoppers today start their car search online, Land Rover wanted to reach these consumers on all devices at every point in the purchasing funnel with messaging about its Range Rover model.

4 Think with Google, https://www.thinkwithgoogle.com/articles/youtube-insights-stats-data-trends-vol6.html

ApproachLand Rover ran Range Rover campaigns on mobile, search, display, social and YouTube. A YouTube homepage takeover included an expandable masthead ad that played a video when clicked by viewers. To extend the creative’s impact across the Google Display Network, the company used an Engagement Ad format called Masthead in Lightbox. Appearing initially as in-page ad, after a two-second rollover this expanded to the centre of the screen where users could watch the full video.

Results1. 100 million impressions and 12% engagement rate on YouTube homepage masthead

2. 11 million further impressions and 3.85% engagement rate on Masthead in Lightbox

3. Online leads now responsible for nearly 15% of Land Rover’s total sales.

Mobile Video and MillennialsGoogle and Ipsos researched 1,519 smartphone owners ages 18 to 34 who were asked to keep a detailed diary of all of their online and offline video interactions for a day. In a typical day, 98% reported using smartphones to watch video content – higher than the reach of any other device.

When millennials watch video on smartphones, they are far less distracted than when watching video on any other screen, including TV. When respondents watched video on TV, it was the sole activity just 28% of the time. The rest of the time, they were involved with another activity, such as eating, using a computer, chatting to a friend or cooking. But when respondents watched video on their smartphones, it was the sole activity 53% of the time.

Home is not the only place millennials are watching mobile video; 34% of mobile video minutes were watched while people were out and about. People watching digital video outside the home are also 1.8 times more likely than average to be meaningfully engaged, because they are likely to be watching video for active purposes, such as looking for information or exploring a passion.

Making Video Advertising WorkIt used to be the case that a commercial break was just that – a break in the middle of the entertainment you had tuned in to watch. But now we are experiencing an exciting shift; brands are making ads so good that people are seeking them out in order to watch and share. Today, the best ads out there are not just a break from the entertainment – they are the entertainment. Four key factors that apply to mobile and desktop contribute to the widespread popularity of YouTube’s leading ads, so bear these in mind when planning your own campaigns.

Context is king Many of the most popular ads on YouTube are tied

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to cultural events and magic moments that capture the imagination of viewers. In a way, this is nothing new: brands have always used events to connect with audiences. What has changed is that any given big moment now offers hundreds of digital moments, not just during, but also before and after the event. And of course that is where mobile is often the go-to device. Fans are using YouTube to extend shared experiences, which gives brands a wider opportunity to engage.

Fresh is bestIt is the end of the repurposed TV ad. Today, the most popular ads on YouTube are made specifically for YouTube, featuring long formats and topics designed to spark conversation. In the past, brands had to be brief – a 30-second segment was the norm in the context of interruption. Not so anymore; YouTube ads embrace the absence of limitation when it comes to length. That is because when viewers choose to watch an ad, they will give brands much more than 30 seconds out of their day.

Target hearts, not walletsWhile ads once existed to sell, leading ads on YouTube emphasise emotion over product insight. Advertisers are targeting hearts, not wallets – which creates a real connection that can form the foundation of a more meaningful brand relationship. Instead of describing a product in a technical way, using price as a central point or putting the brand front and centre, these ads tap into human feelings to convey their message.

Collaboration and sharingMany brands are collaborating with celebrities to draw upon the stars’ existing fan bases and to boost the

entertainment value of adverts. Successful YouTube advertisers also have embraced the idea that creative and entertaining content demands to be shared. Although friends might be physically separated, through sharing they can watch “together”.

“The most popular ideas are those where brands are thinking like publishers, not advertisers. They’re mashing together the skills of documentary, music video and advertising to create amazing, shareable content.”

– Graham Bednash, Director of Consumer Marketing, Google

SUMMARYIt is clear that we are all increasingly connected to our pocket-sized supercomputers, relying on them not just for communication but also for commerce, education, entertainment, navigation, photography, research and much more. The mighty smartphone is where users are spending more and more of their time – if you want to gain their attention and engage with them successfully, embrace mobile search and video to be present in the moments that matter during your consumer’s day.

Matt Brocklehurst is Product Marketer, Mobile Ads, Google. He was previously with Yahoo!, Latitude, Thomson Reuters, Financial Times, Euromonitor and Linklaters. He graduated from the University of Nottingham. He is on the IAB UK Mobile Board and UK Mobile Marketing Association’s UK board.

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MOBILE MARKETING and CONTENT

CONSUMPTIONDr. Beverly Harrison,

Senior Director – Research, Yahoo!

Mobile devices and mobile usage continue to outpace desktop with strong increases year-over-year worldwide. According to IDC 2014 reports, estimates are that mobile devices will be up from 2.8 billion in 2013 to 3.4 billion in 2014, with at least 1.6 billion users worldwide connecting to the Internet on these mobile devices. While the number and variety of mobile apps and devices has evolved rapidly, mobile advertising is still in the early stages with massive growth projected as leading companies experiment with new formats, better personalization, and better integration into content streams. For example, Gartner estimated 400% growth in mobile ad revenue from 2011 to 2016 with an estimated worldwide forecast of $11.4 billion in 2013, with mobile revenue typically making up more than 50-60% of the revenue streams over desktop for many tech companies. As a consequence, understanding mobile use and content consumption patterns is crucial to future advertising and marketing on mobile. We outline here some of our recent research results that look at both current mobile use patterns and our thoughts on exciting future opportunities.

We conducted a study of mobile app use for a five-month period from January through May, 2014 comprising 477,000 users on Android devices. In concert with this, we additionally conducted an in-depth study of teenagers’ use of mobile over an 18-day period to see where there were consistencies or differences from the adult use patterns. Often, teens are considered among the most rapid early adopters of new technologies (e.g. Richtel, 2012) and thus we use this, in part, as an indicator of broader possible adoption trends with adult populations.

Across both teens and adults in our studies (Rafalow et al, 2014; Carrascal & Church, 2014), typical smartphone app use is less than one minute and very bursty, with use occurring throughout the day. Smartphone use for both teens and adults in our studies average about three hours per day (this number appears to be increasing year-over-year).

This is clearly quite different from the much lengthier sessions and application use one sees on desktop. What does this mean for content consumption? Users are much more focused on doing smaller tasks quickly and thus are more sensitive to pop-ups, take-over ads, or other items that slow down these fast transactions. Furthermore, an average day shows about 100 app launches with about 18-20 key apps meaning users are flipping rapidly between these top 18-20 apps. It additionally appears that users may be more concerned with clicking links that will take them out of the existing app and onto difference pages, or unknown pages, or into another app and thus click behavior may vary more on mobile where users seem more reluctant to click (and hence seem to scroll within app more). This would suggest streaming content feeds that do not require traversing links for content will be more successful at preserving this mobile context within app. Similarly, in-stream ads may be less disruptive for the same reasons.

The one caveat to this short and bursty mobile app interaction pattern is apps for video consumption (e.g. YouTube, Hulu, Netflix, video news feeds). These tend to be viewed more in evenings (by both teens and adults in our studies) and are considerably longer sessions than the <1 minute observed for all other app categories. Usually, video consumption also occurs more at home and not in workplace or school contexts. Thus, the types of task flow and tolerance to interruption here may provide a very different advertising expectation. (Again, note this was looking at video viewing on smartphones themselves, not on tablets or TVs, which is perhaps somewhat surprising given the screen size.)

What might this mean for the design of new content feeds or new apps? The opportunities we are exploring through our research prototypes take advantage of these patterns of fast and focused mobile device use, tightly linked to what we know about user’s daily habits. We have built several test systems to better understand personalized and aggregated content

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feeds in a variety of use contexts. More specifically, we investigated an “alarm clock” overview of your day app that could read users an aggregated feed of that user’s local weather, their commute route traffic, their calendar appointments, top new emails, and top news.

In this test prototype, the visuals on the phone screen are synched to the text that is being read, thereby enabling users to listen while doing other morning activities or glance at the screen at any time. We are experimenting here with both content feeds and audio ads to see whether or not users’ experience of radio shapes their expectations for brief ads interspersed with content in this style of app. This content feed is highly personalized to a particular user, their information and preferences about what morning information they want. Within this content, we are testing audio ads that related directly to the user’s context, for instance, weather related allergy or flu ads. We know from other ads related work, that such context-aware ads produce significantly better user engagement.

In our work on understanding users’ views about personalization (Yahoo, 2014), we surveyed 6000 users in the US. Almost two-thirds of these users report that they can tell the difference between personalized ads and traditional ads and 55% report they prefer personalized ads. Further survey data indicated that such users report they are twice as likely to engage or interact with such personalized ads over non-personalized ones. About 50% of these users were also willing, for example, to share more personal data such as their location if it means that they would receive more relevant sports, finance, or news content.

In a second research project, we are exploring the idea of a “bid for business” model associated with mobile search queries. For example, two top mobile

search queries are “restaurants nearby” or “gas stations nearby.” Such queries are frequently done in anticipation of then going to one of the listed businesses resulting from the mobile search. Typical search results provide a list or matching results. Given this situation, where users are pre-disposed to visit these businesses, we are interested in near real-time offers (ads) for discounts if users visit the listed business within a certain time interval of the query as incentive to influence user visit behaviors.

In one example, this might be presented as a list of results in response to a gas station query that informs the user of the top 10 matches but then additionally suggests a particular gas station is offering an extra discount right now and is a certain distance from the user’s current location. An extension to this idea is to correlate ads shown, for instance those promoting a retail sale on a particular day, with actual user visits to retail store locations on the day advertised. In this way, one could more directly tie real world user behavior with online ad effectiveness. Such a link is uniquely enabled by both knowing the ads served to particular users, and knowing something about users’ patterns of behavior in the world around them that occur soon after such ads were observed.

We are also interested in research with emerging technologies, for example, watches or technologies for detecting users nearby (such as iBeacons, BlueTooth Low Energy (BLE), or LTE Direct). These technologies create new use cases that are, as yet, largely unexplored but raise interesting opportunities and challenges. The key idea is to enable local service or product discovery within a short distance of the user’s current location (from 10 meters to 500 meters). This could be in-store positioning systems that determine which aisles or products users are pausing in front of, or it could be which businesses users are walking by. We have

Fig 1. An in-car search experience where the user verbally asks for gas stations nearby and the system responds with the number of stations plus a statement that one station is offering an extra discount right now. This station is location highlighted.

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built a research prototype to simulate this scenario where we detect which stores in a large shopping mall a user is walking closest to. If nearest stores match the user’s shopping preferences, that store can send special discounts or sales offers to the user’s phone or watch (Figure 2).

Fig 2. Proximity detection in a shopping mall where a possible retailer can send messages to preferred shoppers when they are walking by. These message could appear or phones or watches as in-the-moment sales incentives.

Such near-range technologies offer new opportunities for businesses and users but also pose interesting challenges. In densely developed urban areas, smart filtering systems would need to monitor such traffic to selectively provide any given user only the most selective and relevant of those services, ads, or products. Failing in this will create a near-range spam “cloud” broadcasting too many items to anyone and everyone nearby. To provide such relevancy filtering or personalization, users must understand what data would be collected from them and what the resulting value or benefit the use of this data provides to them. This is not unlike the debates, privacy concerns, and evolution of user location data being provided to and used by a variety of apps on mobile phones.

These are exciting times ahead as mobile device use skyrockets, new content is readily available on demand, new ad formats are created and evaluated, and new technology “beyond mobile phones” is explored and tested. More content is being better

tailored to fit the small screen and short usage patterns unique to mobile devices which is resulting in users spending more time consuming such content on mobile. Personalization is expected to be crucial in finding the most relevant content from the increasing sea of choices.

Beyond content, the type and variety of apps continues to explode. Users can be expected to test-drive and discard many mobile apps with so many choices and new apps appearing. Mobile devices readily integrate with other technologies embedded in users’ cars, homes, TVs, and watches. This creates interesting hybrid systems where notifications and information may be coordinated, shared, or moved between such systems. New opportunities for novel applications, new content, and new ad or retail opportunities to integrate into this ecosystem are moving quickly to catch-up. In this paper, we have briefly described a few examples of such test systems that are experimenting with these possible uses.

References:

Carrascal, J.P. and Church, K. (2014). An In-situ Study on Mobile App and Mobile Search Interactions. (in press, also available from Yahoo Labs web site)

Gartner (2013). Worldwide Mobile Advertising report, January 17, 2013.

IDC Worldwide New Media Market Model (NMMM) 2H 2013, Consumer Trends, Worldwide (May 2014).

Richtel, M. (2012). Technology Changing How Students Learn, Teachers Say. New York Times. Archive 19 Sept 2013

Wall Street Journal, March 13, 2014, Tech News & Analysis, “As desktop declines, mobile search boosts Google revenue”.

Rafalow, M., Bentley, F., Lyons, K., Church, K, and Harrison, B. L. (2014) Three Hours a Day: Understanding Current Teen Practices of Smartphone Application Use. (in press, also available from Yahoo Labs web site)

Yahoo, April 2014. The Balancing Act: Getting Personalization Right Study, April 2014. White paper and presentation – released.

Dr. Beverly Harrison is Principal Scientist at Yahoo! She has worked in industrial research labs for over 15 years including Nortel, Alias (now Autodesk), Xerox PARC, IBM Research, and Intel Labs Seattle. She was also with the startup SoftBook Press/Gemstar International. She holds over 30 patents and serves on many HCI conference committees.

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54


MAKING MAGIC IN THE MOMENT: HOW SYMBIOSIS DRIVES

MOBILE ECOSYSTEMS

by Sushobhan Mukherjee - Founder, Narrative Technologies

Mobiles are at the center of the universe for consumers. Anecdotes and data aplenty attest to this. Mobile technology is evolving rapidly, smartphone adoption is climbing steadily across the globe and creative exploration on mobiles has entered its Age of Discovery.

Advertising icon Bill Bernbach, one of the most influential creative thinkers, believed that the fundamentals of human nature are largely invariant:

Human nature hasn’t changed for a million years. It won’t even change

in the next million years.

Human nature remains largely constant when it comes to technology that has analogies in the immediate past. But what of fundamentally disruptive technologies?

Mobiles are perhaps the most disruptive technology invented since the airplane. Both the airplane and the mobile have made the world a smaller, more intimate place, bringing people and places intimately and infinitely closer. As with any disruption, new behaviors evolve and become part of the mainstream.

Yet, the marketing conversation seems to be playing out at the margins, seeing mobiles as just another component in the still evolving digital ecosystem, an experimental medium that has greater potential than performance. Indeed, consumers seem to be leading the mobile revolution, with brands content to follow. How can brands make the most of the complex, rapidly evolving mobile ecosystem?

m-Pesa, the Kenyan mobile payments platform through which over 25% of the country’s GNP flows, provides clues.

m-Pesa was born as a microfinance loan repayment pilot project, funded by the Department of Foreign

Development of the United Kingdom. Kenya, like many other developing countries, was largely unbanked and cash was unsafe to carry because of high crime rates. Indeed, legend has it that the evolution of the project to a broad based payment platform was aided by a pickpocket on a bus. The victim, a participant in the microfinance pilot, asked her husband to transfer money through the platform, so that she could pay for her bus ride. History was made.

Safaricom, the Vodafone subsidiary who own the platform, seized the potential to expand the service from microfinance to all money.

To be sure, it needed channel development, appointing agents and m-Pesa stores. Yet, it is consumers who helped transform a loan repayment platform into a broad based payment mechanism, where one can send money home, buy concert tickets and yes, pay for a bus ride.

To continue with the m-Pesa example, the float in mobile phones, essentially a cash reserve which earned no interest, has now been evolved into an interest bearing product called m-Pawa.

Nike Plus, perhaps the originator of the quantified self revolution that drives wearables and personal health technology, is another example of brands and consumers helping co-evolve an innovative ecosystem. Nike Plus evolved from a proprietary device which worked with Nike shoes, to a mobile app that which works with runners irrespective of the shoe brand they patronize. The transformational insight was when Nike discovered that users of other shoe brands had adopted the device by cutting open their shoes to install a Nike Plus sensor.

Consumers and brands working together are the best bet for evolution of the mobile ecosystem. Consumer adoption and experimentation provide vital insights for brands, who must then seize the initiative and invest in the next phase of evolution. This symbiotic

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relationship is the enduring springboard for ideas and innovation.

Symbiosis, which scientists now believe to be a driving force for evolution at par with Darwin’s idea of natural selection, depends on diverse species learning to work together, then morph and evolve. From mitochondria in cells to coral ecosystems, and from domesticated animals to humankind, symbiosis drives evolution.

Closer to history, gunpowder, born in China to aid religious rituals, evolved into an instrument of war, thanks to Europeans who discovered its potential to wreak havoc on walls.

The ability to co-evolve with different species, each taking advantage of the other, drives evolution in nature. In technology, cultural interaction drives innovation.

The Symbiosis FrameworkSM is based on this fundamental premise. It provides a way of thinking and acting about innovation by co-evolving with consumers. Based on three strands, representing consumers, cultures and innovation respectively, the Symbiosis FrameworkSM is a holistic approach to creating vibrant mobile centric ideas which drive brands.

Emotions and Behaviour have a symbiotic relationship. How we feel about something increasing the propensity to enact, how the action makes one feel changes how one feels about it. Brands investing in purpose driven marketing realize enhanced brand equity and increased brand adoption, perhaps a direct corollary of social media driven global commons.

Context and Content too share a symbiotic

relationship. What we consume as content changes opinions, which then changes the way things are.

The state of Constant Beta, where Innovation and Measurement share another symbiotic relationship, is the third strand of the Symbiosis FrameworkSM.

As change agents, marketers and brands must seize the initiative and redefine the relationships between players in the mobile ecosystem. Marketing drives revenues, revenues drive profits and profits drive innovation, thus creating a virtuous cycle.

The Global Commons, where events in one part of the world reverberate almost immediately in another, is driven by social technologies. Social technologies are fuelled by consumer participation, which is turn is fuelled by the universal human need to connect and converse. Participation drives experimentation, evaluation and evolution of ideas. Whether via platforms like Facebook, services like m-Pesa, devices like FitBit or Google Cardboard, mobility must now coopt humanity, as species do in nature, to create the next chapter in evolution. And when they do, mobility enhances every interaction, creating magic out of every moment.

Are you ready?

Sushobhan Mukherjee is co-founder of Narrative Technology. He has worked across agency and client lines, principally with Publicis, JWT, R/GA, SapientNitro and Discovery Channel. He has lived and worked in India, USA and Singapore. Sushobhan has served on the advisory board of the Mobile Marketing Association, judged at The Effies and the Festival of Media. He is a mentor at The Hub Singapore and as an advisor to The Taskshashila Foundation.

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PHILAE MOMENT!

by Naru Radhakrishnan Chief Client Officer, South East Asia, Millward BrownAfter more than a decade of hard work, the Philae Lander made history on 12 November, 2014 when it landed on the surface of a comet more than 300 million miles away.

This is the first time a man-made robotic lander will ride a comet and study close up what happens as it gets closer to the sun.

Why is this relevant to us?

As marketers we are looking for the Philae moment to land our brands on the mobile ecosystem.

Just like the Comet 67 P, the mobile ecosystem over the last years has been on a trajectory that is fast and fiery. Mobile and tablet penetration have reached levels in a fraction of the time it took TV to do the same. In some countries handsets in use already outnumber the population.

Though far less scientific than landing on a comet, creating a Philae moment on mobile does come with its own set of behavioural, technological and legal challenges.

Despite a general awakening about the significant marketing possibilities in mobile ecosystem, leveraging its full potential continues to remain an ambition.

So what are the factors inhibiting accelerated mobile adoption?

1. The Big RiftGone are the days when brands set the trend and consumers followed. The advent of mobile has put technology, possibilities and power in the hands of consumers. Consumers are far ahead in embracing technology and brands have remained in the periphery.

While there are many reasons for this, one chief contributor is the notion of brand-building itself. In the offline world brand-building was inspired by art, fashion and entertainment. The marketing ecosystem developed skills and capabilities that operated from

this foundation. However, these inspirations have been redefined in the digital era and brand-building has not quite kept up. Everything from advertising to distribution is struggling to embrace technology whilst consumers are moving on or have already moved on.

In short, the Big Rift represents paradigm level conflict in brand-building thinking and that of its practitioners. So next time when a marketer says “I don’t completely get digital stuff”, the best retort would be “evolve or die.”

2. The Big IdeaOne manifestation of the Big Rift conflict is the concept of Big Idea. Historically, brands have been built on the notion that there has to be a central idea expressed coherently via a multitude of touchpoints. So the idea extended from touchpoint to touchpoint, remaining faithful to the original, irrespective of its own limitations vis-a-vis the potential possibilities of the touchpoint The majority of mobile advertising today is still plagued by this notion.

This is clearly evident from Millward Brown’s own research which shows falling impact scores for mobile campaigns researched across markets over recent years.

There are three aspects of mobile that necessitates a departure from the era of Big Idea thinking:

Long Idea: This is an interesting articulation which explains how to integrate mobile into a brand-building campaign. When juxtaposed with Big Idea, Long Idea propounds a complementary role for mobile that adds to the sheen of the overall campaign as opposed just serving as another screen hosting repurposed ads. Kia’s sponsorship of the Australian Open exemplifies this the event and brand across multiple screens. The app allowed the TV viewer to return the serve from the TV copy using the handset. The experience was so engrossing that the viewers demanded more TV copy airing just to return their

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serve using their mobiles.

Mobile is an Ecosystem: During the early years of mobile marketing, just being on mobile was a novelty. This is no longer the case. Brands need to find an enriching way provide an unforgettable experience using the whole gamut of the mobile ecosystem. It may be that experience is even out of handset as in the case of KitKat Android.

KitKat Android was born after Android’s decision to release a new version of OS named after the popular chocolate bar. KitKat responded by creating a giant installation of Android made out of its iconic chocolate bars at Android’s HQ. One single tweet of this installation from the Android team and re-tweet from KitKat took the world by storm and has so far delivered almost 5 billion impressions. The idea also manifested itself on the KitKat packaging in 19 countries. All this without Android and KitKat Exchanging a cent.

Intimacy comes at a priceMobile interaction leaves a trail of data that is invaluable for brands. The affinity that mobile enjoys with consumers makes it irresistible for brands. Consumers on the other hand would like their privacy to be respected and context is critical. Indiscriminate use of mobile by brands is repulsed and creates negative impact. This makes it imperative for brands to evolve a permission-based strategy to integrate mobile into brand-building like opt-ins, barter-for-kind and reward programs.

We have evidence to prove that relevant incentives

can significantly improve the receptivity and impact of your mobile brand-building effort. Millward Brown recently did an interesting study with a reward-based ad network studying campaign effectiveness. Across all campaign parameters reward-based campaigns performed better. It also increased the brand interaction - like increasing search, store visits, increase in-purchase intent, and so on. What is significant was that it out-performed our mobile norms on all across measures of effectiveness

In summary, the notion of Big Idea needs to evolve and this requires behavioural and capability restraints to be removed to unlock full potential of mobile in brand-building.

3. The Big HoleIn an era of scarce marketing dollars, ROI is the universal currency. It is vital to establish effectiveness of investment behind mobile marketing to accelerate adoption of mobile as a key pillar of brand-building.

Significant effort and R&D is going into creating measurement capabilities, particularly by researchers like us, often in partnership with publishers and marketers themselves. Millward Brown has already made significant headway by creating the world’s largest normative campaign performance database, by conducting thousands of mobile campaign effectiveness studies.

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However, mobile measurement has been rather slow in evolving to reach the level of universality that is required. These are due to a range of structural, technological and legal complexities:

1) Publisher reluctance due privacy compliance

2) Panel infrastructure complication4) OS and handset variations6) Cross media compatibility.

This really is the final frontier that will make a Philae Moment for Mobile Marketing a reality.

Back to Philae story, the challenges and achievement of the momentous and bumpy landing was summarised in a short sentence by a jubilant Scientist

‘Maybe today we didn’t just land once, we landed twice.’ The mobile Philae Moment may be just as bumpy, but sooner than later we will all exclaim – “We are on the Comet!”

Naru is Chief Client Officer of Millward Brown focussing on building media and digital practice. He brings more than 20 years of experience across media. He was previously Chief Operating Officer at Mediacom in China, and Vice President in Ogilvy.

kia was a lead sponsor of the Asustralian Open tennis. It combined sponsorship of the event with TV ads which integrated a mobile app to ibcrease the link with both

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60


5 MOBILE UX

MISTAKES TO AVOID

by Rajat Harlalka, BellurbisWhen building mobile interface for their campaigns and products, brands are faced with perplexing questions related to the user experience on mobile. A report from ZDNet says User Experience (UX) is one of the most critical concerns for enterprises looking to develop mobile apps while another study points out that users prefer usability and good user experience over brand names.

Before we start discussing about some of the common Mobile UX pitfalls, let us first understand what UX is.

User Experience is not only about visual design. It is actually much broader — it involves the scientific research of users and can answer important questions about the audience for both new and existing products. These include:

• Who are your real users and what do these real users care about?

• How do they actually interact with your existing product?

• How will users interact with a new version or new feature?

1. Mobile UX Patterns Are an Extension of DesktopWhile mobile UX design has similarities with web and software design, simply stripping down your desktop or web experience is not going to do it. Do not try and mirror the online experience. There are functions that, frankly, do not make sense to provide in a mobile app. While drilling down is fine on the web, mobile users tend to act more linearly a mobile application. To design a good app, you need to start from grounds up, identifying the customer experience you want, and enhancing it with the right features of your existing product. Great mobile apps are uniquely mobile, they could not be done the same way anywhere else.

A fundamental difference compared to desktop apps is that mobile apps will always be subjected to interruption, whether by an incoming call or the user’s station arriving. Design your applications such that it is easy for users to pick up from where they left off - save states, break larger tasks down into smaller chunks, and put context throughout. Usually users on mobile will be on the move, and hence subjected to lots of distractions. Organize content in a way so that it is easy for consumers to browse through.

Mobile users want to accomplish tasks, whether broad (like browsing news items) or specific (like checking flight times). Every function of your app should be geared towards helping them to both identify and then complete their task, and everything else should be discarded. Try to sense their intent, and aim to expose the (relevant!) possibilities available at each stage of the task to the user, so they can swiftly move through to completion yet fluidly react to uncovering data they were not expecting.

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Content-based navigation is a design pattern used for incorporating seamless transitions between overview and detailed states. In Uber, you can see that there are four types of ride services, and instead of requiring four separate screens to deliver the necessary information, Uber uses the slider design pattern to allow for easy toggling between each ride service. This generates a seamless transition between options with the swipe of a finger, making the display of these features very intuitive for the user.

2. One Size Fits AllThe mobile ecosystem has seen several devices emerge and it is important to consider them in your UX strategy rather than having one strategy for all of them. The three most important form factor reference points would be:

• Mid-size (Tablets, Chrome/Netbooks)• Transitional (Minitabs - 6-8 inch tablets)• Pocket (Phones and microtabs or “phablets”)

You should have designs for all three of these form factors as they represent distinct use cases with very different capabilities, and be able to transition between them smoothly. Optimize the journey for every user on every device. Tablets and smartphones differ in format, and the manner in which users consume content and are guided along the path to purchase should emphasize speed and navigability.

Every platform has its strengths and weaknesses, and you should know what you are working with. Optimize images and media for the device; this means scaling down for smaller devices and making sure images are sharp enough for the new iPad. Ensure that primary content is presented in a format supported on the target device, e.g. you do not want flash content on iOS devices. You can not design for the iPhone if you do not know how it works and how it does not.

3. DesigWn For BrandWhen choosing whether to design for brand or device, put your preference on device. Your users have been using the device much before they start using your application. Developing custom interfaces will confuse users, slow down adoption, and put a significant obstacle in the way of engagement. Instead, take the principles of the OS-native interface kit, and subtly style your interface elements without altering the underlying functions. If you are designing an app for an Android phone do not use iPhone like controls, and vice-versa.

Designing for mobile ergonomics requires that we pay attention to device dimensions as well as the pragmatic concerns of touch screens. The way a user holds a device and touches the screen, for example, influences how easy it is for that user to reach parts of the screen.

Hit areas, or “areas of the screen the user touches to activate something,” require adequate space for the user to accurately (and confidently) press. The average fingertip is between one to two centimeters wide, which roughly correlates to somewhere between 44px and 57px on a standard screen and 88px to 114px on a high-density (“retina”) screen. Nokia, Apple and Microsoft each recommend slightly different sizes to account for the nature of touchscreens.

Best practice by Apple suggests at least 44 by 44 point touch targets; Google suggests at least 48 by 48dp for all UI elements in Android apps — forms included.

This form’s input fields are only 30px tall, compared to 44px suggested height.

4. Ignoring Mobile’s limitsAnd finally, understand the limitations of mobile devices – constrained hardware resources, screen size and network bandwidth. Consuming too much power

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or designing buttons for cursors rather than fingers and thumb will lead users to delete your application. Prioritize and present core features from other channels that have especial relevance in a mobile environment and enable mobile users to navigate to the most important content and functionality in as few taps or key presses as possible.

Always give the user control over multimedia content by not auto-starting video or sound, by allowing the user to skip or stop multimedia content and by being mindful of the bandwidth it takes up. Make it easy for users to control how their personal information is shared in a mobile app by asking before collecting their location data and by allowing them to opt out of targeted advertising.

5. Overlooking Contextual InformationMobile devices generate a lot of information about the user apart from the traditional data generated from a web solution. This data is both a function of the user, and a function of their environment and established behaviour patterns. This includes things

like movement, location, sensor data, proximity, environmental factors, social networks and intent. Think about using this data intelligently to pleasantly surprise the user. Think about how you can improve your user experience with intelligent use of it; using data the user did not even realise they were giving off is a great way to create surprising, memorable and engrossing outcomes. Customer satisfaction is great but customer delight is even better.

Contextual data also serve as an indication of what kind of input is expected from them. Anticipate frequently selected items and make data entry easier for the user by providing them with pre-populated default values or prompts based on previously entered data. Map based apps frequently do so by displaying the name of possible locations.

Yelp has recently updated its Nearby feature that now offers suggestions based on user’s location, previous Yelp check-ins and reviews, and Yelp friends as well as other data like the time of day and even the weather. This is a great update because it allows Yelp recommendations to be truly contextual. On a cold morning, it can recommend a good coffee shop while on a sunny day it can point to ice-cream parlours near you.

ResourcesA great resource to start learning about the UX principles for mobile is the iOS Human Interface Guidelines. Another great resource for learning the basics of iOS UX and UI is Tapworthy: Designing Great iPhone Apps by Josh Clark. Android too has a few Design Guidelines, and it is always good to have a look at them when developing apps for Android.

ConclusionsThe mobile user experience encompasses the user’s perceptions and feelings before, during and after their interaction with your mobile presence. Creating mobile user experiences that delights a user forces us to rethink a lot of what we have taken for granted so far with desktop design. Mobile user experience is still a developing field, and opportunities for improvement continue to emerge. But dissecting the mobile user experience into its key components, and placing the user’s expectations at the centre, gives us a conceptual framework for building and evaluating good mobile experiences.

Rajat Harlalka is the Cofounder and CEO of Bellurbis Technologies, a mobile and wearable technology company in India. He has close to nine years of experience in the mobile industry, and was with Marvell, Ericsson and Exicon across USA, Nordics and Hong Kong. Rajat has a B.Tech. in Electrical Engineering from IIT-BHU and a masters in Marketing Management.

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In last ten years, there have been so much changes that now we see consumers are adopting technology faster than marketers. It has never been as interesting a time to learn what we see and do what we learn. On Google, when we typed digital marketing we found some 230 million pages and when we typed Mobile marketing there were some 334 million pages. Mobile has become a centralized connection of people’s life; advertisers have no choice but to become friends with this platform. Suddenly the word “mobile” has increased share of mentions among top and senior leaders in companies, and among entrepreneur and technology groups.

In this new screen age, where marketing is like a war, the debate between global versus local mandate is no longer valid. In the connected world, initiation can come from anyone, anywhere – the key is translating it into consumer proposition with great speed. This is why companies like Unilever believe that the company’s fundamental job is to first create ‘brands with purpose’ – purpose that is meaningful for people’s life – how we build brand love, which is helping people’s daily lives. It is no longer the game of hard-selling our products but more of building connections and providing real value to the audience.

We would like to highlight the seven signs that are emerging from global-local collaborations that we have observed and learned from over the past few years.

1. Marketing in a Multiscreen WorldToday mobile has added a personalized screen of entertainment besides TV, laptop and tablets. Millward Brown’s Ad screen study indicated that a typical multiscreen user consumes 7 hours of screen media per day during a 5-hour period. In most countries, smartphones are now the primary screen, taking up 2.5 hours of time daily. Smartphones and laptops dominate daytime screen use while TV takes center stage in the evenings, when tablet use also peaks. Most importantly 35% of screen time is simultaneous use of TV and digital device.

We did multiscreen Mobile + TV when our hair care brand Sunsilk sponsored Indonesian Idol. We integrated mobile at the core of sponsorship where

viewers can participate via uploading songs or watch exclusive content of their favorite contestants’ videos. This has help in increasing the brand engagement with program viewers.

2. Dial M for MarketingMobile is becoming the center screen of marketing. Today brands are shifting to multi assets from TVC to multiscreen assets. Mobile hygiene is the first basic homework for companies who want to win in this era. It is actually simply translating your brands’ media assets to become mobile-friendly. Only when this hygiene is fulfilled, can we then enable our brands to connect meaningfully with the audience – a pleasant mobile-experience in their handset, a smaller screen but more personalized. Mobile-first thinking comes next – where we create a mobile as the centric hub, and allow the platform to become a hero hub. Most still think that the platform is only euphoria to build business and focus investment on.

Axe is one such brand for where we created mobile as a hero hub in Indonesia. We created idea online the Axe University. It was the first online university for men to learn how to attract women. There were three different classes, with three teachers explaining Axe effect of 3 different variants. More than 1.2 million minutes of branded university content consumed with 840,000 organic views made the campaign featured as a Top 5 Video.

3. Connections over CompetitionWith increasing numbers of screens, it will be difficult for brands to fight competition across all screens. Mobile will take center stage to build more personalized connections. We have seen the success of Cannes winning “Khan Kajura Teshan” in India, where we have created a mobile channel for rural consumers who do not have any TV entertainment access. Kan Khajura Tesan literally translates to ‘ear worm radio channel’ in English. Kan Khajura Tesan aims to help Unilever India brands engage with rural consumers in media-dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. With the changing paradigm on connectivity, rural

GLOBAL INITIATIVES, LOCAL MANDATE:MOBILE MARKETING

AGENDASby Adeline-Ausy Setiawan, Media Director Unilever Indonesia and SEAA, and

Maneesheel Gautam, Invention & Digital Leader MindShare Indonesia

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consumers now have mobile phones as their first device. This consumer insight was used to create and deploy a win-win solution for both the consumers and the company. Thus was born Kan Khajura Tesan, an always-on mobile entertainment radio channel in which the content is interspersed with our brand communication. With these successful learning we will soon see Mobile as a ‘Must’ for building consumer connections.

4. Smart data to target betterExplosion of mobile devices and the individual expressions from text to pictures and feature to smart are now becoming a major aspect to recognizing or identifying who they are and gradually forming part of their individual identity. With this smart people-based data, we can target better based on interest variables than demographic variables. People-based data will provide a much better profiling of the target consumer and that too in realtime across locations and occasions.

We learned from teen mobile insights that they log out at night with good night greeting on chats and Facebook posts in Indonesia. We used this insight of night greetings and created seven unique and shareable card designs app cards for social media. We integrated the Citra Night body lotion message with those cards to remind teens use the night lotion. The campaign was targeting to teens by occasions and profiles. The campaign won at the MMA Asia Pacific Awards.

5. Hard work for IntegrationExplosion of the Internet of Things and in particular mobile has forced the marketing ecosystem to look at multiple formats of communication depending upon time of day across different screens. It really requires hard work to stitch the system from building consumer connections, creating content and customizing data. With such a fragmented ecosystem of technology, telecom operators and developers, advertisers and agencies will need to work even harder to bring them together to create multi-formats multiscreen engaging mobile-based communications.

One such case was Sunlight where we created loyally programs through mobile. We had to start publishing unique codes on all product packs to create the loyalty program. Then we had to streamline the process with mobile operators, CRM partners and other agencies. We realized that integrating across partners needs continuous alignment on process and updates. We were successful in creating this program, which has been now running successfully.

6. Execution is king, Content is queenWith mobile, marketers will need s content engine to produce and publish a variety of personalized contents. Brands will act like publishers and the main challenge would be to serve content, rewards and amplify brand purpose.

This would be the ‘test and learn’ phase era if we execute and establish an ongoing content stream. The mobility-based personalized content is new to us. The best way to learn these rules is by understanding the audience and creating content based on insight.

One brilliant project that we could think of is Ayo Indonesia Bisa (‘Come on Indonesia can’) for haircare brand CLEAR. We created the campaign to ignite the winning spirit of Indonesia soccer fans for the newly formed U-19 team. We created voice-based content from popular U-19 players and created the customized IVR based call for soccer fans to support the country teams for upcoming matches.

CLEAR invited all Indonesian people to unite support for U-19 through voice-based call on mobile. The campaign evoked an emotional response and it got support from more than 25 million Indonesians.

7. Have balls for hard callsWe cannot be blindfolded to these rapid changes happening via mobile adoption. We have to learn this new medium and we believe cost of learning this is still less than the cost of failing. It does not need any consensus. We believe that this would make marketing interesting. It will allow us to bring new thinking and curiosity to learn new things. At Unilever and across agencies, we have always rewarded new thinking. We think we have started doing well with this beginning.

It will be a continuous journey in building mobile capability, demonstrating the impact of mobile and cultivating Inspiration in the mobile space. Consumers and technology will evolve at even greater speed. Therefore companies need to immerse with people and inject more of the spirit of “being start-ups” – where everyday is a new innovation and act as fast in decision making.

Whether we realize it or not, an industry forum such as MMA does play a major role in cultivating inspiration and create the necessity for companies to play and win in mobile. Ultimately there is only choice left us in this new age mobile world; to become fit to compete until we are fit to win.

Adeline-Ausy Setiawan is Media Director at Unilever Indonesia & SEAA. She graduated from Seattle Pacific University, and has accumulated over 16 years experience in brand management. She has won awards for Turbo Charging Digital, Game-changing returns on marketing investments and winning media innovations back to back in 2012 and 2013. She was also recognized as “Women to Watch” in Asia Pacific Marketing – Campaign Asia 2014.

Maneesheel Gautam heads digital at Mindshare, Indonesia. He has been in the media field for 16 years. He has been honoured as runner up for “Media Planner of the Year/Asia” by Media Magazine (Asia). With a startup-like mind, he is a great passionate about data and technology.

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METRICS AND ACCOUNTABILITY IN MOBILE MARKETING

Anindya Datta, Ph.D.Founder, CEO, Chairman, Mobilewalla

Introduction Measuring the effectiveness of marketing spend in general, and advertising spend in particular, are issues of great importance to CMOs and CFOs. Much work has been done in this area, often referred to as Marketing Performance Measurement (MPM), and Advertising Performance Measurement (APM), respectively1 2. At a conceptual level, both MPM and APM consist of two related activities: (a) defining measurement metrics that depict the performance of campaigns, and (b) linking these campaign performance metrics to business outcomes. In both traditional (e.g., print, TV) and digital (desktop web) marketing/advertising, such metrics are well understood. For instance, in digital media, common advertising performance metrics include measures such as Reach, Frequency, CTR (Click Through Rate) and CVR (Conversion Rate). Upon completion of a campaign, the “spender” i.e., the brand, receives a report detailing the media properties that were bought, and how each individual property performed. Combined with media audience data that is readily available (such as from Nielsen and Comscore), the brand is then able to assess the effectiveness of the campaign spend. In other words, for a campaign seeking to reach women 30--45, if the final results indicate that 30% of its budget was spent reaching consumers outside of this target audience, the campaign may be assumed to have been about 70%

1 http://www.practicalecommerce.com/articles/60076--How--to--Measure--Lift- from--Promotion--and--Advertising;

2 http://businesscasestudies.co.uk/adidas/planning--effective--marketing- strategies--for--a--target--audience/#axzz3ENyLIxyF

http://www.amnavigator.com/blog/2012/08/14/affiliate--marketing- measuring--promotion--success/

effective. Over time, and across multiple campaigns, these metrics are used to create benchmarks that are then used to compare both campaigns and associated vendors, thus ensuring accountability.

Mobile Media is Different Unfortunately, the state of affairs described above don’t play out the same way when advertising on mobile media, the fastest growing digital media segment. It turns out that a remarkably different set of practices have evolved around mobile display advertising that greatly impede the performance assessment of mobile campaigns. Moreover, certain data that are standard reference in all other media, (including the desktop web), are hard to come by in the mobile context, making routine tasks like audience verification virtually impossible. To appreciate these differences, consider the following.

1. The typical mobile ad network is blind, meaning it does not offer details of media purchased in the course of a campaign. Such systemic lack of transparency, where the advertiser and its agency have no knowledge of where ad impressions were served, only prevails in mobile. When asked to explicate, ad networks typically offer up the explanation that contractual obligations with the publishers in their network prevent them from disclosing purchase details. While that maybe is the reason, it is also interesting to note that these publisher contracts typically require the ad network to commit to certain threshold number of impressions (and, by extension, threshold dollars) across a publisher’s media inventory. For instance, say the Big Ad Network (BAN) memorializes an agreement with Renowned Publisher (RP). Assume that RP’s mobile

inventory consists of a set of 100 apps, out of which 2- -3 are popular (meaning that they are in the top

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10 of their respective app store categories) and the rest are not. This distribution is very typical of most successful publishers. Typically, the reason that ad networks like BAN execute such deals is to have “preferential” access to supply from a super- popular app or web site (e.g., Candy Crush Saga, or Weather.com). However, once the agreement is in place, BAN has obtained not only the right to monetize inventory from the 1- -2 world--beating apps from RP, but they are also expected to serve a certain number of ad impressions on the other 98 apps in RP’s portfolio, which usually possess few attributes to attract advertisers on their own. Consequently, when BAN executes a campaign, in order to fulfill these expectations (and enjoy continued goodwill with RP), it seeks to deliver impressions across these “less attractive” media. Clearly, being blind is helpful under these circumstances – BAN does not have to report the tens of millions of impressions it delivered to the 98 obscure apps, which, if they were made aware, might cause the client to ask “hard” questions. The point here is that in mobile, blindness, and the resulting opacity, turns out to be quite useful to networks dependent upon large publishers with diverse portfolios consisting of both popular and obscure media properties. The effect of such blindness of course is that brands, or their agencies, have absolutely no idea where its impressions were served, and therefore are totally in the dark regarding how effectively its budget was managed.

2. Mobile media lack audience measurement at scale: Audience measurement is key to brand advertising in every media environment. As a result, media--specific audience measurement vendors have established themselves worldwide: Nielsen for TV, Comscore for the desktop Web and Arbitron for radio for example. In mobile, at- -scale audience

measurement has been a big problem, especially for mobile apps, where 80% of mobile ad display impressions are served. 3 4 5 Lack of audience data makes it hard to target specific audience segments, and even more importantly, makes it impossible to verify the targeting effectiveness of a mobile campaign.

Clearly, without transparency, and effective audience measurement, mobile advertising will have a hard time achieving levels of accountability common in traditional media advertising. That, in turn, will cause brand advertisers to be wary of this medium, impeding growth at a scale that has been widely predicted but yet unachieved.

Anindya Datta is CEO and Chairman of Mobilewalla, and has pioneered audience measurement in mobile apps by applying data science techniques on mobile app data. He earlier founded and ran Chutney Technologies. He graduated from IIT Kharagpur, and has M.S. and Ph.D. degrees from the University of Maryland, College Park.

3 http://www.flurry.com/bid/109749/Apps- -Solidify--Leadership--Six--Years- into--the--Mobile--Revolution#.VCTeVfmSySo

4 http://techpageone.dell.com/uk--en/globalpost/52492/technology/study- mobile--ads--actually--work--especially--apps/#.VCTePfmSySo

5 http://www.huffingtonpost.com/anindya- -datta/success--of--mobile- apps_b_2860915.html

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REACHING AFRICA’S MASSES THROUGH

FEATURE PHONES

by Ramya Rajan, Marketing Manager - Brands, InMobi

A world apartIn the second quarter of 2013, a remarkable moment in the history of mobile was recorded when global smartphone sales exceeded feature phone sales for the first time, as reported by Gartner. In the third quarter of 2014, InMobi saw 78% of its global mobile ad impressions come from smartphones, while feature phones constituted a measly 4.2%. Samsung and Apple ruled the roost, collectively accounting for 70% of InMobi global mobile ad impressions.

If mobile marketers were to look at these facts and assume the same smartphone dominance across Africa, however, they would be dead wrong. Africa is unique, and the second most populous continent in the world sees its own mobile market dynamics. Mobile marketers looking to tap into this growing market must pause and understand its intricacies.

Economically, Africa is behind European, North American and most Asian markets. Disposable income across most African nations is extremely low, and the average GDP per capita remains among the lowest in the world. The IMF notes that in 2013, 9 out of the 10 poorest countries in the world were in Africa, and the remaining see an extraordinarily low GDP per capita based on PPP. Moreover, easy access to electricity and the internet cannot be taken for granted. “The Internet is still seen as a luxury in countries like Zambia, where a reported 15 percent access the web,” the Telegraph reported in 2014.

Given this context, it is not surprising that global mobile marketing strategies are often not directly applicable to this growing market. While smartphones are poised to explode in Africa in the coming years, feature phones are currently far more prevalent due to their affordability. Additionally, research by InMobi and Decision Fuel (now YouGov) on Global Media

Consumption in February 2014 found a strong inverse correlation between wealth and mobile centricity1, implying unparalleled mobile usage in several African nations.

Fig.1: Correlation between wealth and mobile centricity

Mobile is also found to have a greater influence on purchasing behaviour in countries with lower average income, particularly African countries like Kenya and Nigeria.

The ground is ripe for marketers to positively touch consumer lives in this region. However, immense diversity exists not just within the continent, but also within various countries in Africa. South Africa alone,

1 A measure of how central mobile is to people’s lives

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for instance, has eleven different national languages and has very different standards of living across the population. Africa is hardly heterogeneous, and needs to be understood in terms of separate regions that are unique mobile markets.

Fig. 2: Mobile and decision making

• North Africa stands out as the region of early smartphone adoption and has higher adoption rates than the rest of the continent. InMobi saw 80% of network ad impressions in North Africa on smartphones in the third quarter of 2014, with Samsung and Android accounting for a majority of impressions. However, Analysys Mason notes that overall smartphone adoption in the region is still quite low at an average of 10%, and is projected to reach between 20-30% in the next four years. In the meantime, feature phones are dominant in the market, and are expected to steadily maintain their lead for the next few years. Within North Africa, Egypt and Morocco are promising countries for growth. Egypt’s sizeable population of more than 82 million predominantly looks for Arabic content, while consumers in Morocco rapidly absorb French content in media.

• Sub Saharan Africa, comprising the vast majority of the continent, sees predominant usage of feature phones on mobile web. In the third quarter of 2014, InMobi saw 77% of network ad impressions in this region from mobile web, and 56.7% of ad impressions on feature phones, with Nokia, Samsung, and other manufacturers accounting for 79% of the impressions. Nigeria shows the fastest growth in terms of ad impressions, followed by Kenya and Tanzania.

• This region demonstrates a high growth market for feature phones, and is expected to see strong future growth for smartphone connections. Feature phones are particularly dominant because of this region’s ‘infrastructure deficit’, as highlighted by the World Bank’s report, Africa’s Pulse, in 2014. According to a Mobile Economy Country 2014 report, 38% of the total population of this region are mobile subscribers. This number is expected to grow at 7% per year for the next few years.

As reported by eMarketer and Ericsson in 2014, “The rapid increase in low-cost (less than $100) consumer-centric technology … has played a pivotal role in driving growth within sub-Saharan Africa’s mobile market.”

• South Africa is a BlackBerry market that sees high rates of mobile web access and the most time on media consumption. In the third quarter of 2014, InMobi saw 68% of network ad impressions in this region from mobile web, 58.2% of ad impressions on smartphones, and 28.5% of impressions on feature phones. The BlackBerry 8520 accounted for the highest share of impressions, and Nokia, Samsung, and RIM capture 75%, but Android is showing significant growth in this region. South Africa is also expected to show significant tablet uptake, according to the IDC in 2014, which reported that tablet shipments into South Africa can be expected to grow at 13.5% CAGR between 2014 and 2018.

The feature phone dominance

Overall, Africa is a mature feature-phone market and a “first-phone” market, which means great success for marketing on low-cost feature phones. Most African nations are also primarily mobile-only markets. Most African consumers, therefore, experience internet connectivity, online commerce, and education for the first time through mobile and not personal computers. This is evidenced by heavy mobile usage, Techcrunch notes, as feature phone adoption has shot up from 6% to 40% in the last five years in Africa. As price is of outmost importance, smartphone penetration is expected to pick up significantly on price drops. The World Bank’s Africa Pulse in 2014 reported a strong-outlook for Sub Saharan Africa in terms of growth, making the market lucrative to mobile marketers. However, lack of access to reliable networks and the presence of a strong grey and black market with defective devices ensures feature phone domination for the foreseeable future. The mass market still depends heavily on these devices for entertainment, education and financing - and is waiting to be served. The presence of large populations and low-priced handsets such as the Android One, along with aggressive promotion strategies, are catalysts for change. Access to electricity is possibly the most critical change catalyst, being far more important than innovative features.

It is not to say that mobile marketing is an impossible task in Africa. Feature phones simply provide a platform for mobile marketing in a way that is different from how it is done on smartphones. An example is the Excella’nt Competition campaign initiated by Mobitainment for Wilmar Continental, for their Excella Cooking & Oils Mayonnaise brands, executed with a goal of driving sales among lower income customers. The competition was based on a barcode entry mechanism, where users could enter using a free messaging service. They were then able to continue the conversation even without being

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connected to the mobile Internet. The campaign was a huge hit, resulting in over 150,000 entries and providing Excella with a substantial database of potential customers.

Fig 3: Africa’s mobile markets

Speedy Smartphone GrowthPredictions diverge when it comes to the outlook for the African smartphone market. Contrary to the forecasts by IDC estimating the current 18% penetration rate to double within the next three years, smartphones may spread faster than anticipated, according to Techcrunch, which predicts that most Africans will have smartphones in the next five years. However, the WDS Global Report warns that the looming presence of a grey market poses threats to the advancement of the mobile industry in the region since such devices cannot “be accurately identified, supported or configured to access data services on an operator’s network. This immediately threatens subscriber profitability”. Additionally, Asymco’s analysis of GSMA intelligence reports clearly shows rising growth for smartphones in Africa and the Middle East only post 2018, and expects the point of inflection for global growth to be 2017.

Fig 4: When will Smartphones Saturate, by Horace Dediu, Asymco.

Within the next four years, a majority of Africans may become smartphone owners if the network infrastructure progresses on par with the population’s appetite for new technology. As seen by this telecoms graph below, even as smartphone connections grow steadily, feature phones constitute the majority of total connections, and are expected to do so for the next few years. Feature phones are very much the flavour of the day, and still hold enormous relevance for marketers.

Fig. 5:: Africa gets Smart, by Dawinderpal Sahota, Telecoms.

Smartphones may see quicker adoption if they are on par with consumer affordability, as history shows. Chinese mobile phone maker Huawei’s USD 80 phone, the Ideos, reportedly holds a 45 percent share in Kenya, according to ZDNet. The Singularity Hub reports that Huawei’s phone “sold like hot cakes to more than 350,000 Kenyans in a country where 40% of the population lives on less than USD 2 a day.” The rise of low-cost smartphones could take the region from its feature phone dominance to the smartphone growth trail quicker than expected. Additionally, the move to smartphones could be catalysed by telcos offering ‘all you can eat’ broadband packages, rather than prevalent ‘pay as you go’ connectivity packages that act as an inhibitor to rapid adoption.

Africa’s most wanted: The AudienceLarge blue-chip advertisers like Unilever are already dedicating a sizable portion of their digital budget to mobile in the region, acknowledging the potential value that lies in the growing number of young people with cash in hand. The purchasing power of Africa’s urban consumers is on a steady rise, and according to Deloitte, the region has the fastest expanding labour force in the world, expected to reach 1.1 billion and surpass India and China by 2040.

The Agency world has been quick to leverage the power of this growing market. “Contrary to popular thinking, Africa is not an underdeveloped region – it’s the second largest and fastest-growing mobile phone market in the world after China,” says James Hilton, global CEO of M&C Saatchi Mobile. According to a report by M&C Saatchi Mobile, brands are already using mobile effectively and seeing high click-through

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rates of between 6-21% in the region. In addition, African consumers are reportedly comfortable with mobile advertising (69% of consumers), and find that it is beneficial in finding new information. InMobi and Decision Fuel research on Global Media Consumption in Feb 2014 confirms similar findings for Nigeria and Kenya, compared to the rest of the world. This is, no doubt, sweet music to large advertisers.

Fig.6: Mobile comfort factors

Given the value of the African consumer audience, it is imperative for brands to tap into and win the moments during the consumer decision process that are most influential towards purchase or use. Luckily, mobile plays a key role in positively influencing African consumers. While Internet penetration is only 11%, mobile reaches 67% of the African audience. Mobile also brings a whole new set of data and signals to marketers, allowing them to do far more than they could in other media. These signals include consumer locations, mobility, weather and tactile elements, and access to these signals allows brands to discover new consumer behaviors and identify new audiences to drive marketing objectives with unprecedented accuracy. With greater consumer understanding, brands can now influence the consumer decision process with moment marketing.

The growth story unfolds, but slowlyThe mobile landscape in Africa is evolving, with markets like South Africa leading the way for smartphones. Deloitte estimates that there are already 10 million active smartphones in South Africa. Meanwhile, feature phones continue to occupy the media time of a majority of African consumers. As the competition between smartphone OEMs remains fierce with decreasing margins, we can expect to see smartphone adoption grow in Africa.

InMobi has seen tremendous success with rich media executions on both smartphones and feature phones. Our ability to use sharp targeting and creative insights on mobile to drive purchase and awareness has helped many of the world’s largest brands. For example, we’ve seen a 7.5X lift in CTR for a leading

home-care brand that used audience targeting based on brand propensities. Our brand promotion campaign for a food brand saw an average CTR of 1.28% on feature phones. For building brand affinity, driving traffic, promoting causes, and incentivising sign-ups, InMobi has successfully taken targeted campaigns with relevant content to the masses in Africa.

Africa is unique in how mobile has been used to solve problems that have riddled the region for decades, like poverty or health care. Mobile money services that bring financial services to the masses, like M-Pesa in Kenya, are popular. GSMA notes that Sub-Saharan Africa has nearly 70% of the 82 million mobile money customers worldwide. Several innovative businesses like Mixit, a light social network, operating on over 8000 devices, from feature phones to tablets, have sprung up in the region with the aim of catering more effectively to the needs of consumers in Africa. Afrinolly brings movies and trailers into the palms of consumers, and Spinlet enables the distribution of African and local music. However, unlike Latin America or Asia, Africa is yet to see a wave of local mobile businesses transforming into global success stories. The absence of these grand successes affects the mobile ecosystem overall in a small yet significant way, as successful local businesses would have paved the way for more innovation, motivation and investment in the mobile app and advertising ecosystem.

The enormous prevalence of feature phones today cannot be underscored. Nic Haralambous writes that major challenges in airtime, device cost, electricity, network coverage and replacement attitudes in this voice-first market persist, and stand in the way of immediate and rapid smartphone adoption. As Techrepublic reports, “Energy is becoming the barrier to greater connectivity.” Needless to say, a focus on feature phones to cut through these challenges and reach the masses today and tomorrow, and on smartphones to reach the audiences of the future is imperative. A firm grip on the markets of today, with a look at evolving markets, will help inform mobile strategies for Africa in the future.

Ramya Rajan (@rammyrajan) is the Marketing Manager for Brands at InMobi. Her expertise lies in market research, marketing and web-product development, having worked at Optimal Strategix Consulting, Titan Industries, and the Target Corporation India. She graduated from the Indian School of Business and has an Engineering degree in Information Sciences from PESIT. She’s also a StartingBloc Fellow for Sustainability and Social Development.

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72


DYNAMICS OF AUSTRALIA’S GROWING

MOBILE MARKETING INDUSTRY

by Jonathan White, VP and Regional Director for InMobi Australia and New Zealand

“Is this the year of mobile?” has been the mantra widely debated in the Australian marketing and media industry for the past few years, but it was not until 2014 that it most likely came true.

Many factors have converged this year to provide the ideal time for mobile marketing to leap into the mainstream, including:

1. Increasing penetration (almost to maturity) of smartphones in Australia;

2. Promise of greater consumer access to bandwidth at reasonable speeds offered by the continuing government and commercial investments into infrastructure and spectrum access;

3. Consumers embracing mobile like never before; and

4. Continued exploration of mobile marketing opportunities by clients and agencies.

Australia’s land mass is roughly the size of Brazil or the US, but with around 10-15% of the population of those respective nations. With a population of almost 23.7 million, Australia’s population density is therefore one of the lowest on the planet, just above the Western Sahara and Mongolia. Yet despite this, Australian’s maintain one of the world’s highest mobile phone penetrations per capita with over 30 million accounts active at the beginning of 2014. Smartphone penetration is at 76%, according the 2014 Deloitte’s Mobile Consumer Survey – again, one of the most advanced in the world.

Added to the strong levels of education, broadband and Wi-Fi enabled internet access, as well as general early adoption of new technologies, Australians have quickly adapted to mobiles as part of their daily lives.

Leading channel for communication, information and entertainmentAccording to InMobi’s 2014 Mobile Media Consumption Survey, 56% of Australia’s mobile web users use their

phone as either their primary or exclusive means of going online (see Fig. 1). For these users, mobile is the preferred media for communicating, searching for information and entertainment. In every instance, mobile now considerably leads desktop, TV and tablets as the preferred media channel for these activities.

Perhaps more telling, web browsing makes up only 11% of all mobile activity, with an IAB/Nielsen study in February 2014 indicating that 89% of activity occurring in apps. The InMobi study also shows that the average consumer has well over 30 apps on their phone, but only use 7.2 every 30 days on average, so the mobile app ecosystem is understandably highly competitive.

According to a newly released report by the Interactive Advertising Bureau of Australia, total advertising expenditure on mobile media in FY14 was AU$620.2 million, indicating that mobile media has overtaken magazines in terms of overall advertising investment in Australia.

In Q314 alone, mobile ad spend was AU$205.5 million, representing a modest 8.2% increase on the record Q2 figure, but an impressive 87.7% growth on the same period the previous year.

Of this amount, 55% was committed to search, while 45% was in display advertising (see slide 3 of attachment). Mobile contributed 25.7% of general display advertising dollars, an increase from its contribution of 15.6% in Q313.

Whilst there are a number of estimates involved, what is clear from these figures is that the vast majority of search advertising is captured by Google, while the lion’s share of display advertising goes to Facebook, plus a handful of specialist mobile vendors and direct to publishers. Australia, by its very nature a technologically advanced, first world economy constrained by a small population that is geographically thin, suffers from a lack of serious

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competition in many market sectors; media is no different.

The IAB’s Mobile Landscape Study for 2014 shows that while Australia lags the US by a few points in most criteria, it is catching up, particularly in the use of mobile for brand awareness and engagement. Social, news and video content are the most booked from an advertiser perspective, with music and gaming content making solid progress, particularly in the app environment.

Location and demographic targeting are the most popular and most competitive in market at present, as marketers move from basic data like device type, operating system, time-of-day and general location, to more sophisticated forms of audience-based targeting. 66% of respondents to the IAB study indicated that they would invest more in location-based targeting, while 42% indicated demographic and other audience-based targeting would be a high priority in the next 12 months.

Interestingly, apart from the immediacy of mobile and its ability to work well with other media, there was a noticeable difference in Australian marketers seeking location and audience targeting over their US counterparts, who prioritised reach and engagement as their next highest priorities. This may indicate that Australians are moving faster to a mobile-first and mobile-only-campaigns, sacrificing overall reach for increased ROI.

The other strong trend in 2014 was the shift to programmatic trading, with nearly 50% of surveyed mobile buyers trading programmatically in the last 12 months. Many media agencies in Australia are publicly claiming targets will be significantly higher than this over the next 1-2 years.

Why the shift to mobile now? While accessibility and ease of use is often expressed as the primary strengths of mobile, we are also seeing significant shifts for financial reasons. As Wi-Fi penetration lifts and mobile coverage improves, consumers are increasingly looking to bundle their connected devices into a single telco contract, using the phone as a tether, or utilising Wi-Fi hotspots whenever possible. Nearly 20% of respondents in the latest InMobi survey also pointed to no longer having a desktop PC at home, indicating a subtle, but

very impactful shift to mobile devices as the primary source of computing.

Where is mobile most embraced?In Australia, mobile has become an important companion, particularly for the in-between times. 87% of respondents to the InMobi survey use their device while waiting for something, 74% while lying in bed, 64% when watching TV and 61% while commuting. These figures indicate that mobile is solidly considered a snacking medium, allowing short-form content and advertising the opportunity to generate strong engagement.

What does 2015 look like for mobile?Growth in mobile use over 2015 in Australia is likely to come from social media, followed by general search, email and downloading apps. Using mobile devices to view videos is also growing rapidly, with gaming remaining strong for a number of key demographics (see Fig. 2).

2014 was definitely the ‘year of mobile’ from a consumer standpoint. New hardware, better access to data and more flexible carrier plans have allowed many Australians to shift their mobile behaviour significantly. From mobile banking and payments via NFC, to music streaming and photo sharing, many Australians are true ‘early adopters’ on the mobile life.

We are likely to see a rapid catch-up from the marketing community in 2015, as the more risk-averse marketers start to trial the medium and more bespoke mobile campaigns, using the full functionality of the modern smartphone as they are developed and rolled out (often regionally or globally).

Audience and location targeting will remain hot topics, while video, social and search are likely to forge ahead and demand larger slices of marketing budgets.

Jon White is the VP & Regional Director of InMobi Australia and New Zealand. In a career spanning over 30 years, Jon has serviced many of Australia’s largest advertisers, and held senior media roles in media strategy, planning and buying at Australia’s largest advertising and media agencies. In the last five years, Jon has held senior general management and investment director roles at Aegis Media Pacific. Prior to all this, Jon navigated warships for a living.

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NO MOBILE, NO NO MARKETING

by Tushar VyasManaging Partner, GroupM South Asia

Mobile today is a thread that is connecting many varied profiles of users across India who use it very differently given their needs. At the top of the pyramid are users who use mobile to be always connected to the Net even when on the go. And at the bottom of pyramid are new users who were not touched by wired telecom - rural users who are coming into the fold thanks to wireless telecom; and also lower SEC audiences who are connecting to the Internet now that they have a cost-effective device they can afford unlike the expensive PC.

Today, the mobile phone has an unparalleled reach in India: TRAI reports a mobile subscriber base of 921 million. But the more interesting story is the mobile’s evolving smart features and ability to reach and connect people by becoming the entry point to Internet and the virtual world. India has 180+ million active mobile Internet users: over half of this is unduplicated reach over PC, these are new users who have never accessed Internet on any other device but their mobiles. Mobile is helping bypass the big barrier limiting India’s Internet growth - the high cost of PCs, which many first time users cannot afford. More than 56% of smartphone users are online daily and have multiple sessions. Searching, checking mail and browsing social networks on the go via mobile has become a way of life for an entire generation of Indians. More than 50% of Google and Facebook users access these services from a mobile device.

But this is just the beginning.

Even higher growth is predicted - Mobile Internet is estimated to grow manifold in coming years. As per Mckinsey’s digital predictions, India’s Internet users will increase to 450 million in 2015 - only 21% of which will be exclusively on PC, the rest will be through Mobile or Mobile + PC. Mobile access will be a huge driver for bringing the next 100 million Indians online. So what is the significance of the next 100 million internet users?

Second largest online user baseIndia’s online population will overtake the US online population, in fact it will bypass the entire US population. India will also become largest user base market for many Internet giants since China is a restricted market for many global media and tech companies. We will see local innovation, and more focus and additional investment, as India becomes a lab for emerging markets.

Connected India = Urban India

Most marketing spends chase the urban population and affluent rural users. The mobile Internet users are part of a demographic chased by all leading brands.

Connected Indians: 1.5x English speaking population

The Internet in India will bypass the boundaries of English language and will evolve to become more visual and video content led.

We are seeing the movement to a Mobile First Digital World. Internet and technology will become uncoupled from PCs; this will be the beginning of the end of the digital distinction. We will see change in consumer’s expectations of media, underlined by some emerging trends as below:

Trend 1: From 4th screen to 1st screenSmartphone will be the screen of choice and first device for all needs. In India, where the majority is single television households, mobile will be the dominant second screen used for content snacking. India will move from scheduled content consumption on TV to content consumption through nearest screen available be it PC or Mobile. Usage will become more spontaneous and on demand with Generation Now, marked by an intolerance to delay.

There will be more power to mobile with better connectivity and added dimension of payment via the handset. Exponential growth in penetration and time spend on mobile will result into increased interest from marketers use mobile as primary medium as well as companion medium to traditional media.

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Trend 2: The visual mobile webThe most popular genre for content consumption even today by far is movies, sports and music. Videos are viewed primarily at home. Video viewing is becoming an entirely social experience - the most popular way of consuming mobile videos is through chat and messaging apps.

The marketer and agency ecosystem better understands video as a format and has more universal appeal. They must collaborate, curate and create the right kind of content to engage target audiences.

Trend 3: Made for Mobile DestinationsEarlier PC based destinations migrated onto mobile. Now Mobile First destinations seem to be the norm - Whatsapp, Flipboard and Uber being the pioneers in this new wave. More such local and mobile driven giants are on the horizon in the coming days.

New custom made advertising and partnership formats with mobile only ecosystem will help take targeting and innovation to the next level.

Trend 4: From communication to transactionMobile is becoming the bridge between real and virtual worlds - more and more people are using mobile to scan information on products and compare prices in real time while they are in stores through the web, through augmented reality information layers and through apps. Mobile will increasingly enable a seamless connection from media to retail - from seeing and comparing offers to buying on device.

Trend 5: Search and Discovery aided by MobileSearch and Discovery remain a key but changing connector in this ecosystem with added dimensions. Mobile search is significant now and will continue to grow in influence – more local and more immediate. Increasingly voice and visual search on mobile will become commonplace.

Leveraging on ground presence to drive this behavior and optimizing assets for mobile screen are important first steps.

Trend 6 : Advertising in the Stream The stream describes the scrolling, always moving, always new, always-on media experiences that dominate today’s Internet. The stream, represented by Facebook, Twitter, LinkedIn, Buzzfeed, Pinterest, Yahoo and innumerable mobile experiences, constitute a new media phenomenon. The stream is a manifestation of ‘real-time marketing’ or adaptive marketing. An increasing

number of brands have committed to ‘news room’ strategies in an attempt to create and amplify assets with the greatest possible currency and relevance. This, if it endures, represents a significant new evolution of the advertising manufacturing process.

New formats will require headline driven calls to action and instant engagement that necessitate lightweight interactions and immersive experiences.

The changing perceptions Marketers are starting to take to this medium in an encouraging way. Mobile marketing spend in India is estimated to grow exponentially in the next few years. But more important than spends will be the way marketers evolve to use this new medium intelligently. With Mobile gaining prominence as a purchasing device and m-commerce predicted to take off in a big way, the implications are huge. Every piece of data that makes targeting more intelligent and more discerning on Mobile will help brands reach out to the right audience in a streamlined manner that other media cannot. Segmentation, localization and contextualization will make for an exciting proposition that will open up a new era of highly targeted and highly relevant advertising that may push marketers to adopt a mobile-first approach.

Tushar Vyas is Managing Partner, GroupM South Asia, which now has a 300+ member team with more than 200 active clients. Tushar was also part of SureWaves start-up team. He has been speaker at various online, mobile and digital media summits and is part of IAMAI governing council.

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UNLOCK THEPOTENTIAL OF MOBILE MARKETING

by Nguyen Anh Tuan, Sales Director, Adtima

The variety in the mobile ecosystem is opening a bigger market for mobile marketing and advertising applications. On new platforms, mobile marketing is being strongly utilised by many businesses in Vietnam.

Connecting users“The Invincible Bull” which was designed by Adtima to run on Zalo app, won a Gold in Messaging category of the SMARTIESTM 2014 award. The image of a fun bull that is emotional and loves sports has sketched out the young generation’s open minds and warm hearts. In just one week, there was 360,000 downloads, and reached 1.8 million downloads after three months. Another multi-award-winning campaign is from Dove, Unilever. This campaign was called “Dove Selfie” and developed based on the dynamic “selfie” movement in 2013. Dove Selfie was said to be successful when it was greatly able to convey the new message about beauty: “You are beautiful when you know to love and take care of yourself”.

Those campaigns were so successful because they used the strong interaction among users on mobile, and became typical case studies in using mobile marketing. Kittiphan Boonmena, Sales and Marketing Director of Red Bull Vietnam, said this method allowed them to quickly reach and directly interact with their customers and resulted in more effective outcomes. “The biggest benefit was that we directly reached to our target customers at a reasonable cost, this method also helped to evaluate the effectiveness of the campaign at every moment.”

More than 20 million actively used smartphones in Vietnam have become the bridge between brands and consumers. The interaction capacity, coverage, and low cost are considered as important advantages that have made mobile the leading star in the marketing industry in near future. According to Nguyen Tien Huy, Managing Director of MVV Digital, the creation of a mobile ecosystem has unleashed a huge potential for mobile marketing to develop.

Since 2013, the mobile environment has gradually completed with OTT platform; namely, Zalo triggered the creation of mobile ecosystem, provided higher ability to connect and symbiosis in mobile marketing.

Picture 1: Images of the Invincible Bull

Also according to Huy, using mobile marketing to target smartphone users everywhere and anytime has now become the trend. The high rate of mobile users opened a big opportunity for mobile marketing, many companies have pioneered in this field with a hope to build up an effective advertising platform on mobile. Nevertheless, to convert opportunity to action, there are many challenges to be overcome. Firstly, the ability to understand mobile users’ behaviours and thinking. Many campaigns failed due to mistakenly applying reports of foreign buyers’ behaviours. The second obstacle is the lack of platforms to implement mobile marketing which forces brands to build mobile apps without the capacity of maintaining the connection among users. Thirdly, there must be a standard effective measurement model to compare and correctly evaluate the results.

Wisely choose your partnersThe role of agency is a crucial factor for the success of projects. Top leading mobile platform providers in Vietnam are Adtima (a member of VNG Corporation),

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Mobile Ads from Admicro, SoSmart from Goldsun Focus Media, to name but a few. According to Kittiphan Boonmena, experienced service providers in mobile marketing can guarantee their clients to reach and convey messages directly to the target customers. Besides, they must be able to support clients with measurement tools to evaluate campaigns’ responses via KPIs, such as click through rate and app activating rate so businesses can control and take action on time.

Picture 2: Dove Selfie – One of campaigns was highly appraised by mobile experts

MVV Digital cooporated with Adtima to implement marketing activities via Zalo. Thanks to the strong connection with the entertainment platforms like Zing, Báo M-i and Zalo, Adtima’s mobile platforms offer deeper connection. For instance, Zing Mp3 connects with music players; Zalo is the communication tool of almost 20 million users. Huy said: “As for mobile, the deep connection is the biggest advantage, if users are willing to spend a lot of time for Zing, Zalo, so they also tend to interact with marketing activities more. In future, Adtima can use those advantages to expand the mobile marketing ecosystem.”

While there are 20 million Zalo users, according to comScore, they are reaching about 75% of internet users and link to about 30 other digital news pages. This agency is also a premium partner of Google, Youtube and Facebook in Vietnam and sole partner of InMobi, the biggest independent mobile advertising network in the world. Sharing about the experience in choosing partner, Kittiphan Boonmena said Adtima is one of the pioneers in mobile advertisement and owns the best mobile marketing platform on the market: Zalo. “In choosing partners, it’s required to consider many factors, such as technology and infrastructure, professional designers, consumer insight knowledge and realistic strategies.”

Mobile marketing is becoming more popular with applications from big brands in Vietnam, namely, Unilever, Samsung, Coca-Cola, Mercedes, Intel, P&G, Ford and others. However, there are still many entities have not truly understood the trend and its technology. Sharing his experience, Huy said: “Observe mobile users’ behaviours to start, technology factor can be

supported by service provider or consultants, and there are many packages for varied budgets.”

Picture 3: Zalo won 20 million users

More than 20 million smartphone users in Vietnam are creating a potential environment to connect and receive information, and for marketers to launch their products to the market. MMA anticipates that mobile marketing will emerge in the near future and mobile advertisement is getting closer to the trend of personalisation, directly reacting to users’ demands and bringing about higher chance of success for marketers, compared to traditional media. According to Adrian McNamara, Ogilvy One’s Creative Director: “With a huge amount of users, regular frequency and ability to be flexible accordingly to users’ demands, Zalo is attracting many businesses, and agencies who wants to reach to mobile users.”

Picture 4: Mobile is a rich land for marketing

Nguyen Anh Tuan is Sales Director for Adtima (VNG), for whom he delivers on its promise: optimised results. He has over 12 years of experience developing internet products in Vietnam, and has consulted and developed platforms for several online newspapers as well as mobile products. He was earlier co-founder and CEO of ePi Technologies, which received investment by IDG Ventures.

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The process of watching TV has been changing driven by two megatrends – the growth of connected mobile devices and the availability of more video content through the internet. The data taken from a recent IAB report shows how usage of smartphones and tablets is growing rapidly (see Fig. 1).

In most countries it has been the take-up of the tablet and smartphone that is having the most impact on TV. The first tablet – iPad V1 – was only launched 4.5 years ago. There is more screen choice and more internet connectivity which is offering opportunities to new disruptive providers. It is TV, delivered to the television set, computer or tablet, but not tied to any schedule.

Fig. 1: Diffusion and usage of mobile devices

We see that TV viewing overall has steadily increased over the past ten years (+16 min SINCE 2003) – now an average of 3h53 mins (see Fig 2).

Fig. 2: TV viewing habits

TV has also thrived financially, and not just in terms of subscriber growth. It was achieving compound annual growth of 5.2% at a time when the internet was fundamentally changing people’s media consumption behavior and revolutionizing the advertising business.

Fig.3: TV financial growth

Online video advertising is growing faster than traditional TV advertising globally, and internet has been growing much faster: 78% of the quarters have experienced positive growth over the prior quarter since 2003. Markets like US report revenue for online advertising higher than 23 billion USD per year (for online video).

THE LANDSCAPE OF MOBILE IN VIETNAM AND CRITICAL INSIGHTS FOR

APPROACHING M-CONSUMERS

by Ricardo Glenn, Digital Director, TNS Media Vietnam

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Search continues to lead ad formats, while mobile continues steady growth, in the US. Mobile revenues in HY 2014 continue to increase format share, overtaking banner ads. In other markets, nearly two in five digital ad dollars spent by advertisers in South Korea will go toward mobile internet format 38.4% in 2014, and is expected to grow to 73% by the year 2018.

In Vietnam around 90% of the population has a mobile and most claim they had being receiving advertising on it. The bad news is that that the campaigns are not well planned and are not having a good impact on the users. Here are some market highlights:

— Media type respondent finds the ads most useful

in making purchasing decisions: 1.9%

— Media Type Rank # 1 respondent finds the

advertising most annoying: 29.3%

— Media type respondent finds there is too much

advertising in the South East (excluding Urban

HCMC): 19.8%.

In sum, there is a business opportunity here but it has to be done the right way.

Lessons learned: mistakes in mobile marketing

Research and analysis reveals four common kinds of mistakes in mobile marketing.

Poor ExecutionMarketers need to realize that if they are running a mobile campaign, the need to make sure whatever message being sent is compatible with different devices.

Following the path of online advertising We need to change our mindset and think beyond what we already know in internet advertising – mobile is a different medium.

MeasurementMobile can deliver some amazing business intelligence that marketers never had access to, but this is often ignored or under-utilised.

No PromotionsMarketers often do not promote their mobile programs effectively across all promotional platforms.

Avoiding poor execution it one of the key elements when you are planning any campaigns. Here are some facts for mobile marketing campaign execution in Vietnam, starting off with basic market data.

1. Mobile ownership: nationwide (91.5%), rural (89.7%)

2. Smartphone ownership: urban (47.4%), rural (27.7)

3. Ownership of mobile according to age groups:

15 to 19 years (50%), 20 to 24 years (56.5%), 25 to 29 years (49.8%), 20 to 34 (38.7%), 35 to 39 years (29,5%)

4. Smarphone ownership in the two key cities: Hanoi (60.3%), Ho Chi Minh City (53)

5. Operating System nationwide: Android (48.6%), iOS (19.7%) IOS; in the two key cities: Android (40.3%), iOS (38.8%).

6. Vietnamese are using their mobile largely for texting and speaking, but around 51% of them use it to access internet in the urban and 32.2% in rural, and there is an increasing trend to see television on mobile devices.

Factors to consider when you are planning a mobile campaign include: who are your audiences, what is the objective of your campaign, is the objective of the campaign is just to create awareness, do you want people to click on a link to make a purchase, what are you doing to attract people to the website, what happens when they land on the website, what impact are we expecting after we finish our campaign, and how are we going to measure the results of the campaign.

So before you launch your next big campaign just remember three key points:

— Users on mobile act differently than users on desktop

— People use mobile with different motivation than other media

— Understand the correct way to approach your target in each different media.

Remember many marketers are very excited using online campaign because they think they can save a lot of money, but a poorly planned campaign can turn out to be a big loss of money.

Ricardo Glenn is the actual Business Development Director of Digital and the Cambodia Market, he has 20 years of experience working on Marketing and Consulting across Mexico, Cambodia and Vietnam, he worked with top renowned companies Nielsen, Millward Brown , Epinion and GSK before joining Kantar Media in 2014, and had serviced many multinational companies like Coca Cola, Nestle, General Motors, Mars, Wal Mart, etc.


BOARD OF DIRECTORS

PART 3

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ASHUTOSH SRIVASTAVACHAIRMAN & CEO, GLOBAL EMERGING MARKETS

MINDSHARE@ThisisAshutosh

ANDREW KNOTTVICE PRESIDENT - DIGITAL

MCDONALD’S CORPORATION@andrewknott1

ROHIT DADWALManaging Director, APAC

Mobile Marketing Association

CHEUK CHIANGCEO ASIA PACIFIC

OMNICOM MEDIA GROUP

GRAHAM CHRISTIECHIEF COMMERCIAL OFFICER & CO-FOUNDER

BIG MOBILE GROUP@BigMobileNews

DAMIEN CUMMINGSVICE PRESIDENT & CHIEF MARKETING OFFICER

PHILIPS ASEAN & PACIFIC

ANINDYA DATTACHIEF EXECUTIVE OFFICER

MOBILEWALLA@mobilewalla

DON KIM DONGHYUNASSOCIATE DIRECTOR, ASIA, DIGITAL AND MOBILE MARKETING LEADER

PROCTER & GAMBLE

MICHELLE FROAHSENIOR VICE PRESIDENT - GLOBAL PRESTIGE BEAUTY

DEVRIES GLOBAL@MichelleFroah

AMBRISH JAINVP MARKETING

DEVRIES GLOBALLENOVO

LEAH JIMENEZDIGITAL MEDIA GROUP HEAD

SMART COMMUNICATIONS, INC.@leahbesajimenez

KF LAICEO & CO-FOUNDER

BUZZCITY

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BESSIE LEECEO

WPP CHINA

JOSHUA MAAFOUNDER & CEO

MADHOUSE INC.

VISHNU MOHANCEO

HAVAS MEDIA ASIA PACIFIC@vishnumohan

DICK VAN MOTMANChairman & CEO

Dentsu Aegis Network South East Asia

DAN NEARYVICE PRESIDENT OF ASIA PACIFIC

FACEBOOK

MAGGIE NGDIRECTOR, DIGITAL MEDIA

PRUDENTIAL CORPORATION ASIA

JOE NGUYENSENIOR VICE PRESIDENT, APAC

COMSCORE, INC.

LEONARDO O’GRADYDIRECTOR ASEAN INTEGRATED MARKETING & COMMUNICATIONS

THE COCA-COLA COMPANY

ATUL SATIJAVICE PRESIDENT & MANAGING DIRECTOR, APAC

INMOBI@atulsatija

RAHUL WELDEVICE PRESIDENT - MEDIA

UNILEVER@RahulWelde

ROBERT WOOLFREYMANAGING DIRECTOR - SEA

MILLENNIAL MEDIA@robwoolfrey

ALAN YANFOUNDER & CEO

ADCHINA

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MEMBERSHIP

PART 4

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MMA Overview

Most marketers agree: Mobile is transforming marketing and businesses like nothing else we have seen or will see in our generation. Over the last few years we have witnessed how those marketers tapping into the power of mobile are driving significant business growth and getting closer to their consumers than ever before.

“The MMA’s global efforts in developing mobile standards and best practices, focused on supporting our success as a marketer has greatly helped us better understand how to more appropriately increase our investments in mobile and stay ahead of our competition.”

VP Mobile, CPG Marketer & MMA Member

The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies, from nearly 50 countries around the world. Our members hail from every faction of the mobile marketing ecosystem including brand marketers, agencies, mobile technology platforms, media companies, operators and others.

THE MMA’S PURPORSE

The MMA’s mission is to accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. Anchoring the MMA’s mission are four core pillars all focused on delivering the highest level of value to our members:

1. Cultivating Inspiration: Aimed at the Chief Marketer; guiding best practices and driving innovation

2. Building Capability for Success: Fostering know-how and confidence within the Chief Marketer’s organization

3. Demonstrating Measurement and Impact: Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data.

4. Advocacy: Working with partners and our members to protect the mobile marketing industry.

Mobile Marketing is broadly defined as including advertising, apps, messaging, mCommerce and CRM on all mobile devices including smart phones and tablets. Members include: American Express, AdChina, Colgate-Palmolive, Dunkin’ Brands, Facebook, Google, Group M, Hewlett Packard, Hilton Worldwide, Kellogg Co., L’Oreal, MasterCard, McDonalds, Microsoft, Mondelēz International, Inc. Pandora Media, Procter & Gamble, R/GA, The Coca-Cola Company, The Weather Company, Unilever, Visa, Vodafone, Walmart, xAd, Zenith Optimedia and many more.

MMA’s GLOBAL REACH It has been said that there is no medium as global as mobile. The MMA is unique in that it delivers both global insights and access, as well as regional relevance to our members. The MMA’s global headquarters are located in New York City with regional operations in North America (NA); Europe, Middle East and Africa (EMEA); Latin America (LATAM); and Asia Pacific (APAC). The MMA is governed by a membership elected Global Board of Directors on a worldwide basis and by Regional Boards in each respective region. Each board represents Brand Marketers, Agencies, Media Companies and Tech Enablers from across the industry ecosystem. Additionally we have local councils in 17 countries.

“The Internet changed the booking process. On the other hand, Mobile is completely transforming the way our customer’s interact with us at every touch point including onsite.”

CMO, Major Hotel Chain & MMA Member

BIG TENT MEMBERSHIP

The MMA is the only global marketing trade group that represents all parts of the mobile marketing ecosystem. With a mix of brand marketers, agencies, media publishers, networks, technology enablers and others the MMA brings together all industry players to collaborate, teach, learn, share, build and drive against a common goal of leveraging the power of mobile for all.

OUR STRATEGIC FOCUS

The MMA is focused on building a scalable and sustainable global Mobile Marketing industry by creating standards and guidelines, best practices, effectiveness research as well as programs that reduce the friction in the buying and selling process. We believe that a successful trade association is the result of the willingness of the members to collaborate together, with each member understanding that collective action will generate better results at a faster rate than individual actions. As mobile marketing becomes commonplace, it is essential for the industry to have a strong trade association that advocates across the industry at large.

“MMA’s SMoX research insights have challenged everything for us in how we look at our marketing mix and optimize our ROI. The in-depth analysis and data presents us with a significant competitive advantage and leadership opportunity as a marketer. Getting there first is key for us.”

SVP Media, Beverage Marketer & MMA Member

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The MMA facilitates the development of this understanding and accomplishes its mission and goals by focusing across a number of strategic areas to deliver maximum value to our members:

RESEARCH AND INSIGHTS

1. The MMA’s proprietary SMoX (Cross Media Optimization) study being launched throughout 2014 into 2015, for the very first time in the industry, provides data on the effectiveness of mobile in the marketing mix. Additionally, SMoX measures mobile’s optimized level as part of the mix and gives guidance to marketers on how to achieve the best ROI for a campaign. Having this type of research at your fingertips allows you to evaluate your current mobile spend against those in your vertical. Participating marketers include: AT&T, Subway, Colgate, MasterCard, The Coca-Cola Company, Walmart and others. This is also the very first time a study like this is being conducted at a global level including North America, UK, Brazil, Turkey and China.

“The difference between the Internet 15 years ago and Mobile, is that you could ignore the Internet.”

VP, Global Package Goods Company & MMA Member

2. Over 450 Mobile Marketing case studies as well as creative benchmarks and insights, provide marketers with wonderful examples of how others are executing mobile strategies effectively. Our members can use these case studies, as a way to understand what’s possible and to inspire further innovation and activation of your own mobile efforts. Only members have access to the full case study hub. This year we intend to add close to 500 additional case studies from both the Cannes Lions Mobile Awards program as well as the MMA’s Global Smarties Awards program.

“The MMA is clearly the primary driver in developing mobile standards and best practices that support greater investments in the mobile channel by marketers. It’s their dedication to driving our business that makes them the best ROI we have.”

VP Marketing, App Developer & MMA Member

Insights: The MMA has developed a learning agenda aiming to provide its members and the industry with solid insights that promote the understanding and successful application of mobile marketing. From mobile data to wearable technology and from CMO interviews to new approaches for pretesting mobile creative, the MMA conducts an increasing number of studies every year, offering its members the

opportunity to partner and create thought leadership for mobile.

EDUCATION

The essence of the MMA’s mission is to help marketers be more successful with your mobile efforts within your organization and around the world.

1. Ensuring consistency in brand messaging and a consumer’s brand experience around the world is no small task for marketers. The Mobile Marketing Playbook gives MMA marketer members a consistent resource to explain when, where, and how marketers can use mobile to spearhead or augment their marketing efforts. It takes marketers through the process of mobile strategy development from start to finish. It provides best practices around mobile executions, ways to leverage the myriad mobile vehicles and how companies can effectively measure and optimize mobile. This valuable tool is only available to MMA members.

2. Over 50 Webinars around the world, numerous white papers and best practices provide MMA marketer members with a core base of education focused on building and refining skills and knowledge and delivering an arsenal of credible, objective selling tools.

3. Customized Education can be developed based on a marketer’s needs to help you reach Mobile Maturity.

4. Access to Mobile Experts is key for marketers who need to make decisions quickly on which mobile companies to partner with, understand the latest trends and explore competitive opportunities. The MMA Team is just a phone call away and ready to answer your questions as you process all available options.

EVENTS AND NETWORKING

1. With over a dozen events around the world, the MMA delivers the latest content, global thought leadership and unsurpassed mobile insights across multiple regions. MMA marketer members can leverage access to all of these events wherever relevant for your businesses FREE. This means that your marketing, innovation, technology and other teams have unlimited access to attend any MMA conference at no charge.

a. MMA Education Forums: New York, London, Dubai, Brazil, Singapore, India, China, Vietnam, Indonesia, Spain, France

b. Flagship Events: Mobile Center of Innovation at Cannes Lions Festival, CEO & CMO Summit, SM2 Innovation Summit (Advertising Week)

c. Smarties Awards Program: Global (the pinnacle),

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Regional in EMEA, APAC and LATAM and in-country including South Africa, UK, Turkey, India, Vietnam and China.

d. Intimate Dinners, Topic Specific Panels and other Networking Events round out the offering to bring our big tent membership of buyers and sellers closer together.

2. Meeting other Members: The MMA helps members meet and collaborate with other members important to your business. Whether participating on a board, working group, council, or simply attending an MMA event, reach out to the MMA staff and leverage our connections to help further your goals.

COUNCILS, WORKING GROUPS AND INITIATIVES

1. At the bedrock of the MMA are a number of in-dustry initiatives, working groups and councils all focused on driving the mobile industry forward. These efforts provide a great way for individuals across the organization to engage very directly in the development of best practices & guide-lines, standards and public policy and strategic frameworks. A listing of these opportunities can be found towards the end of this document.

2. Leadership opportunities provide members with a unique opportunity to sit at the helm of import-ant issues and shape the future of the industry. You can also leverage the MMA to build your company’s profile and your personal standing within the industry at large.

3. MM25 Brand Marketer Group is comprised of 25 of the leading global brand marketers and is fo-cused on helping marketers to more effectively and efficiently integrate mobile as core to their overall mix.

GETTING INVOLVED & MEMBER VALUE

MMA Membership offers the opportunity for companies to effect genuine change benefitting the worldwide mobile marketing industry. These companies provide leadership by accelerating innovation, removing critical industry roadblocks, and expanding industry awareness. Being part of the MMA affords the opportunity to make a difference, to stimulate the adoption and use of mobile, and to break down market friction and structural barriers. The MMA is laser focused on delivering critical member value to our members. Through involvement in the MMA, companies and their employees receive many benefits, including the opportunity to:

1. Influence the direction of the industry by partici-pating in initiatives & research;

2. Influence industry guidelines, best practices, and standards;

3. Develop and nurture new and existing business partnership and clients;

4. Leverage the association and MMA community in public policy matters;

5. Share and gain recognition for company and in-dividual thought-leadership

“By participating in MMA committees last year - our first year of membership - I was able to do more to communicate my company’s thought leadership than in the 5 previous years of doing it on my own. ”

Head of Market Strategy, Enabling Tech Company & MMA Member.

6. Gain access to MMA member only content and get previews of research and other industry in-sights before publicly announced

7. Get MMA member only discounts to events and programs

“I am huge fan of MMA initiatives as they keep on generating great business for us. Plus the events have rich content and amazing networking opportunities. I am very happy.”

Head of Advertising, Telecom Company & MMA Member

8. Network with our extensive membership of buy-ers and sellers to deepen and further partner-ships within the industry

“My sales team of course believes Mobile is a critical channel, but seeing insights from the MMA’s SMoX research and getting sales training from Greg himself turned them into mobile sales experts. It’s just a whole new level.”

CRO, Publisher & MMA Member

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MEMBERS&c.INC3G (China)AdChina, Ltd. (China)AdMaster (China)AdSage Technology Co. Ltd. (China)AdSameAdwo (China)AegisAirpush Inc. (China)AllMobilizeAllyes Group Pty. Ltd. (China)AmadzingAvazuBaiduBeintooCaratCATHSTONEChina Unicom (China)Chukong (China)Coca-Cola Beverage Ltd (China)CooguoCTR Market Research (China)Cyber Communications Inc (China)D2C (China)DCCI (China)DentsuDentsu RihaiDentsu_TopDianruDigital MatrixDigitop (China)Domob Limited (China)DratioEstar Digital (China)Fly Advertising(Beijing) Technology Co.LTDFractalist (China)FuguMobileGeneral MotorsGoogle (China)GroupM (China)HavashdtMEDIA (China)hdtMobile (China)Hiiir Inc. (China)im2.0 Interactive Group (China)

InMobi (China)iqiyi (China)iResearch Consulting Group (Asia) (China)Isobar (China)Jiandian

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89

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SMARTIESTM

PART 5

93

THE SMARTIES™ APAC 2014 WINNERSBrand Awareness

MARKETING STRATEGY AWARDS

Hindustan Unilever and PHD India.“Kan Khajura Teshan”

KIA and MNET“KIA “GAME ON”

Unilever China Walls Cornetto (Ice Cream) and PHD China“Cornetto - Express love in 8 seconds”

Coca-Cola (Japan) Company, Limited - Fanta and UM“Solve the Puzzles, Get Back the Fruit!”

P&G/Gillette and MediaCom“Real Racing 3 with Gillette”

Unilever / Wall’s Ice Cream and Mindshare Malaysia“Wall’s on Waze - ‘Drive-ing’ Impulse Purchase”

Promotion

Unilever Indonesia and Mindshare Indonesia and InMobi“Citra Night Call”

Nivea, OMD Singapore and Airwave“Gains without Stains”

Unilever / Axe and Mindshare Indonesia & InMobi“Axe University”

Product / Services Launch

COCA-COLA (JAPAN) CO. LIMITED and DENTSU LTD.“WEEKLY GEORGIA”

Hindustan Unilever and PHD India“Kan Khajura Teshan”

KIA and MNET“KIA “GAME ON””

Coca-Cola Beverages (China) Company Limited and Isobar China“Coca-Cola Lyric Bottle”

McDonald’s and Mobext“McDelivery Mobile”

Unilever – Citra, Mindshare Indonesia & Inmobi“Citra Night Greetings”

Merries Baby Diaper and Dentsu (Thailand) Ltd.“Merries Babysitter”

PayPal and PHD/ Airwave“Seasonal Security”

Unilever Indonesia, Mindshare Indonesia and Vdopia Inc.“Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max”

McDonald’s and Mobext“McDelivery Mobile”

Mobile App

Innovation

mCommerce

Location Based

Relationship Building / CRM

Unilever – Rexona and Mindshare Malaysia “Rexona Move – The World’s Longest Relay Race”

Mondelēz China and Isobar China “OREO Family Emojies”

Red Cross and MRM//McCann “The Red Cross Connection”

Coca-Cola (Japan) Co. Limited. and DENTSU INC.“My Favorite Cafe - GEORGIA Vending Machine App”

KIA and MNET“KIA “GAME ON”” Unilever – Zhonghua

(Oral Care) and PHD China“Zhonghua – One Hundred Million Smiles”

Unilever – Zhonghua (Oral Care) and PHD China. “Zhonghua – One Hundred Million Smiles”

Coca-Cola (Japan) Company, Limited - Fanta and UM“Solve the Puzzles, Get Back the Fruit!”

Merries Baby Diaper and Dentsu (Thailand) Ltd. “Merries Babysitter”

Unilever / Dove Shampoo and Mindshare Vietnam and Ogilvy Vietnam“Dove Selfie” Unilever Indonesia, Mindshare

Indonesia and Vdopia Inc.“Vaseline ‘GANGTENGMAKSIMAL’ – ‘Handsome to the Max”

Universal Sony Pictures Home Entertainment Australia and Mobile Embrace’s 4th Screen Advertising Australia “Her Voice Activated Banner Ad Campaign”

Red Cross and MRM//McCann“The Red Cross Connection”

Unilever – Wall’s Ice Cream and Mindshare Malaysia “Wall’s on Waze – ‘Drive-ing’ Impulse Purchase”

Star India Pvt Ltd and Mindshare “Being a Celebrity’s friend is easy!!”

Genki Sushi Hong Kong Limited and Cherrypicks Limited “Genki Sushi Member Recruitment App”

Unilever / Wall’s Magnum and Mindshare Malaysia“Magnum - Seducing Women to Magnum Mini House of Pleasure”

Mondelēz China and Carat China“‘Play Together’ with Oreo Creates Moments of Connection in China”

Unilever- Citra, Mindshare Indonesia & InMobi“Citra Night Greetings”

Adani Wilmar Limited and Neo Ogilvy India“Rich Messaging As Story, Storyteller & Listener”

Lead Generation/Direct Response/Conversion

CHANNEL / MEDIA STRATEGY AWARDSCross Media Integration

Messaging

In-App Advertising - Gaming or Other

Mobile Website

CREATIVE AWARDSBest Brand Experience in Mobile Rich Media

Most Engaging Mobile Creative

ENABLING TECHNOLOGY AWARDS

94


INDUSTRY AWARDSAgency of the Year in Mobile Mindshare Indonesia

Marketer of the Year in Mobile Unilever

Best In Show KIA “Game On”

Enabling Technology Company of the Year in Mobile Mobilewalla

Agency Network of the Year in Mobile Mindshare Asia-Pacific

Publisher/Media Company of the Year in Mobile Facebook

95

THE SMARTIES™ INDIA 2014 WINNERS

CHANNEL / MEDIA STRATEGY AWARDS

Brand Awareness

Mobile Website

InnovationLead Generation/Direct Response/Conversion

In-App Advertising - Gaming or Other

Cross Media Integration

Messaging

Relationship Building / CRM

Mobile App



Hindustan Unilever and PHD India “Kan Khajura Teshan”

Snickers & Mediacom Communications “Spell Bound”

Platinum Guild India & Maxus India“A Bridge from Indifference to Desire”

Colgate Palmolive (India) Ltd & Red Fuse“The Next Door Dentist”

Micromax & Interactive Avenues Pvt. Ltd.“Your Canvas CAN be bigger!”

Bharatiya Janata Party (BJP) & VivaConnect Pvt. Ltd.“Live Talk”

Hindustan Unilever & PHD India“Kan Khajura Teshan”

Apollo Tyres Ltd & Mindshare“The Soccer fan hunt in a Cricket Stadium!”

Paytm & One97 Communications Ltd“Paytm App”




Bhartya Janta Party & Madison Communications Pvt. Ltd.“H.O.P.E. - How our Prime Minister got Elected”

Micromax & Interactive Avenues Pvt. Ltd.“Your Canvas CAN be bigger!”

Asian Paints & Thmbstrk - Indigo Consulting“Asian Paints Mobile Site”

Adidas & AdNear““Battle Pack” FIFA audience targeting”

Vodafone & Maxus India“Vodafone Music Tambola”

BCCL, Samsung, General Motors & TIMES INTERNET LTD“ALIVE STUDIO”

Hindustan Unilever & PHD India“Kan Khajura Teshan”

Paytm & One97 Communications Ltd“Paytm App”

Tata Sky & Maxus India“Tata Sky Everywhere TV: The Power of Real Time Marketing”

Adani Wilmar Limited & Neo Ogilvy India“More than TVC: Let’s give them something to talk about”

P&G & Mediacom Communications “Gillette: MACH 3 Race for Supremacy

Dhoom Game & 99Games Online Private Limited“Dhoom:3 The Dhoom Game”

Castrol India pvt ltd & Mindshare India“Appiness for the biker by the biker”

P&G & Mediacom Communications “Gillette : The Magic of Feature Phones”

Vodafone & Maxus India“Vodafone Music Tambola”

Dabur India & Neo Ogilvy India“Your Trusted Beauty Companion”

World Health Organisation - India & Thmbstrk - Indigo Consulting“Donate Your Caller Tune Campaign”

Tata Sky & Hungama Digital Services“A Mobile App”

Hindustan Unilever & PHD India“Kissan Inspire”

Castrol India & Mindshare India“Appiness for the biker by the biker”

Dabur India & Neo Ogilvy India“Your Trusted Beauty Companion”

Pepsico India Private Limited & Mindshare India“Mountain Dew organizes the Biggest heist of India”

Digital Quotient“IVR & SMS campaign”

Tata Sky & Maxus India“Tata Sky Everywhere TV: The Power of Real Time Marketing”


Hindustan Unilever & PHD India“Lux Be the Star”

Promotion

ENABLING TECHNOLOGY AWARDS

mCommerce

Location Based

Best Brand Experience in Mobile Rich Media

Most Engaging Mobile Creative

CREATIVE AWARDS

96


INDUSTRY AWARDSAgency of the Year in Mobile PHD India

Best In Show BJP - LiveTalkColgate Palmolive - The Next Door Dentist

Enabling Technology Company of the Year in Mobile

Nimbuzz

Publisher/Media Company of the Year in Mobile

Facebook

Marketer of the Year in Mobile Hindustan UnileverBharatiya Janata Party (BJP)

97


THE SMARTIES™ VIETNAM 2014 WINNERS

INDUSTRY AWARDSAgency of the Year in Mobile Mindshare

Best In Show Samsung Galaxy V: Selfie to Self-VPublisher/Media Company of the Year in Mobile Zalo

Marketer of the Year in Mobile Unilever

CHANNEL / MEDIA STRATEGY AWARDS

Brand Awareness

Clear - My Kool Vietnam “Unilever / Clear Shampoo | Mindshare & Lowe Vietnam”

Drive On“Castrol | Lowe Vietnam”

Knorr Nutri - Pop Quiz“Unilever / Knorr | Mindshare”

Mobile Website

Samsung Galaxy V: Selfie to Self-V“Samsung / Galaxy V | Leo Burnett Vietnam”

Promotion

Vaseline - Sundress Project“Unilever / Vaseline | Mindshare & Ogilvy Vietnam”

Dove Selfie“Unilever - Dove Shampoo | Mindshare & Ogilvy Vietnam”

Coca Cola - FiFa World Cup Trophy Tour“Coca-Cola | Adtima/VNG Corporation”





Messaging

Red Bull - The Invincible Bull“Red Bull | Adtima/VNG Corporation”


Knorr Nutri - Pop Quiz“Unilever / Knorr | Mindshare”

Sunsilk- 1 Million Pledge“Unilever / Sunsilk Shampoo | Mindshare & Ogilvy Vietnam”

Mobile App


YoMost: Turning YoTime into Valen-Time“Friesland Campina Vietnam - YoMost | Leo Burnett Vietnam”





MoMo “WORLD CUP BILLIONAIRE”“Momo | Adtima/VNG Corporation”

Lead Generation/Direct Response/Conversion

Cornetto Valentine Campaign“Cornetto | ClickMedia”


YoMost: Turning YoTime into Valen-Time“Friesland Campina Vietnam - YoMost | Leo Burnett Vietnam”


98


99

MARKETING STRATEGY

THE SMARTIES™ CHINA 2014 WINNERS

Use of Mobile Social Media

Innovation

Performance Driver

eCommerce:

Brand Awareness Mobile Website

Mobile APP

Coca-Cola & isobarLyric Coke


Unilever & PHD

Mengniu & Baidu

Focus & LimeiNew Focus, a Series Arousing Continuous Super Driving Experience

Benz & Tencent

Coca-Cola & BaiduCoca Cola Mini Me

Unilever & PHD

Adidas & MadhouseAdidas Originals Volume Pack Mobile Campaign

Kraft & isobarOREO Play Together Campaign Emojis Activation

Estee Lauder & AdchinaOrigins -- The journey of Water Resurrection Activation

P&G & MadhouseHair care Pantene mobile campaign

Kraft & TencentOreo “BE A KID, TO BE WITH YOUR KIDS”

Coca-cola & BaiduCoca Cola Mini Me

RB & MconnectDurex Fashion Customize Lite Game

RB & MconnectDurex Pillow Talk mobile media promotion

AUPRES & AdchinaStart From a KISS: AUPRES’s New Makeup Series Launch Campaign

Changan Ford & WalkonChangan Ford digital World CUP Campaign

Taikang Life & TencentTaikang Insurance “We Care”-Taikang Social Insurance on Wechat Coca-Cola & RenRenCoco-cola graduation celebration Campaign

LVMH & IM2.02013 Hennessy Artistry

TSAIC Motor & AdchinaThe small size of large space

New Oriental & BaiduNew Oriental:Letting Dreams Fly

Mengniu & Adwo

Estee Lauder & LimeiEstee Lauder’s Promotion Season near Christmas, a Perfect Interaction with Mobile Rich Media

Unilever & AdPeopleSmall Actions, Big Difference


Lead Generation / Direct Response / Conversion


Benz and Tencent & MECSmart BoConcept Sales on WeChat

Coca-Cola & BaiduCoca Cola Mini Me


Unilever and AdPeople & PHDSmall Actions, Big Difference

BMW & MconnectBMW i3 “Born Electric” Campaign

Unilever & PHD

Changan For & SohuChangan Ford FUN Go, China most FUN job recruit selection activities

Unilever & AdPeopleSmall Actions, Big Difference

Burberry & iWeeklyBurberry Art of the Trench

Social Impact / Not For Profit


100


101

MOBILE MAGIC : WHAT IT TAKES TO BE A SMARTIES WINNER

Bhomik ChandnaRegional Director of Digital Strategy, Millward Brown, Singapore

Mobile as a media channel offers truly exciting opportunities for consumer engagement. A global AdReaction study conducted by Millward Brown in early 2014 exploring multi-screen behavior and receptivity to advertising, confirmed the growing dominance of mobile. The study revealed that overall screen time in Asia-Pacific is considerably higher than the global average (439 vs 417 minutes per day), the majority of which is driven by mobile (36%). Also, Millward Brown’s MarketNorms database shows that mobile campaigns outperform online campaigns across most brand KPI’s including awareness, message and purchase intent.

In order to better equip marketers to make mobile work for their brands, it is important to understand how to use mobile as a vehicle to deliver a holistic brand experience.

For this purpose, Millward Brown analysed all the entries (57 in total) for the SMARTIES Awards in APAC to understand what separates winning campaigns from the rest. In addition to observing the judges during the evaluation process to understand qualitatively the nuances of great campaign entries, we also conducted a quantitative assessment. Here is what we found out about what separates a winner.

1. Have a clear end goal in mind - Have clear campaign goals that relate to the brand objectives. It is imperative to have goals that are measureable and hence determine the metrics for success. This can very easily play into a test-and-learn philosophy, which is crucial for leveraging such an evolving media.

2. Have a meaningfully different role for mobile: 80% of the winners had a clear, well-defined role for mobile within an integrated campaign. Winning campaigns used the unique strengths of the channel to meet a business objective, including location, payments or even targeting. Simply running banner or video ads is not good enough. Equally, having a discount coupon on mobile instead of online does not make it a differentiating campaign.

It is important that mobile is used:

• To play a critical role in execution, whether it is as an amplifier of consumer response, or direct response, sharing or even engagement.

• In a manner that really play to the unique strength of mobile.

3. Novelty has a great impact: 38% of the gold winners used absolute new technology or innovation to create impact. It is also worth noting that some winners used past ideas in a completely different manner to create a great impact.

4. Keep the brand at the heart of campaign: While technology has a great role to play, it is the brand that needs to be the hero of any story. Winning campaigns used insights to bridge the gap between business need and the role of mobile. Make the brand the ‘hero’ of the story while the technology or innovation can be a great propeller to the impact. Essentially, bring art and science together for creating a desired impact for the brand.

5. Synergies work: Utilize the power of integrated campaigns - 86% of winners used a multi-channel strategy. Exposure across different channels helps reinforce messaging and leads to incremental impact. It is the media multiplier effect and an instance where 1+1 is greater than 2 in impact terms.

For instance, Kia in Australia ran TV ads during the sporting event with an integrated mobile app where viewers could return a serve from the ads using their handsets, thus increasing the link with both the event and spreading the brand across multiple screens.

Conclusion

Mobile holds the potential of how advertising could be. Being objective and closing the loop between strategy and results is a good starting point. The brand needs to take the center stage. Utilizing the unique strengths of the channel can make a winning campaign. Integrated campaigns help deliver additive impact. Lastly, mobile is an ever-evolving media, so keep experimenting, and make bigger ideas from small scale tests.

102


Campaign BriefThe KIA “Game On” campaign evolved from the idea of giving TV viewers the opportunity to feel the speed of an actual tennis serve coming at them – placing them on a virtual tennis court. It needed to deliver a realistic experience, work anytime and anywhere (via TV, via online, via digital outdoor).

Why was the KIA “Game On” campaign successful?The campaign took advantage of multi-screening behavior instead of fighting it; you used your phone whilst watching TV, or when online, or even at outdoor events with digital signage. Being able to play anywhere broadened reach and drove massive consumer engagement.

Campaign BriefIn the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu Magic Figure, a super app which has more than 100 million active users. Users were invited to create their own MINI-ME using this app to stand a chance of winning a 3D printed MINI ME figurine of themselves.

Why was the Coca-Cola “MINI-ME project” campaign successful?The success of the campaign can be attributed to the collaboration with Baidu Magic Figure as it provided Coca-Cola a good platform to share its product identity to create a much broader brand impact. Furthermore, the campaign has unlocked the potential of 3D technology for the world to see, giving users first hand experience of a 3D printer.

WHAT

DIFF

EREN

TIATE

S WINN

ING M

OBILE

CAMP

AIGNS

?Keep the end goal in mind

of the winners had a clear objective of increasing sales.70%

$

3Innovate. Use unique strength

of mobile

of gold winners used new innovation or technology.38%

2Make the brand the hero

All winners kept their brands at the heart of the campaigns.

4Synergies work! Utilise the

power of integrated campaigns

of winners in APAC used multi-channel strategy.86%

5Collaboration : A win-win

strategy

Winning mobile campaigns leveraged on hot topics / activities and co-branded with other reputable brands to bring about a win-win situation for all parties involved.

1Campaign BriefKan Khajura Teshan is an always-on-mobile entertainment radio channel on which the content is interspersed with HUL communication. Consumers give a missed call to the hotline number and receive a call back which gives the user access to the entertainment stream. HUL used consumer insights to create a win-win situation for both. The callers got

access to free entertainment and HUL was able to break out and reach consumers in rural areas.

Why was the “Kan Khajura Teshan” campaign successful?In just five months of the idea coming to life, HUL got more than it set out to – over 8 million subscribers in one region alone. Today, there are 12 million subscribers and the project covers 60% of the non-TV households in these states, thus creating a new media channel in rural India.

Campaign BriefUsing online branded content to reach, engage and inspire our audiences to find their reason to smile, despite the odds. Partnering with Story Camera, China’s leading photo app owned by Tencent, Zhonghua added a first-of-its-kind innovation within the app. Creating ‘SMILE-FIE’ technology that detected the strength of a smile in the selfie,

encouraged users to smile more and share their Zhonghua smile photos with their friends.

Why was the “Zhonghua - One Hundred Million Smiles” campaign successful?The campaign re-connected with the younger urban female audiences and delivered Zhonghua’s core promise of helping you discover your smile. By using integrated branded content and mobile, the campaign has helped audiences find their reasons to smile.

Campaign BriefSamsung Galaxy V made a big twist on the selfie, which is popular amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V” stands for “video”. A mobile-responsive web app was created for people to make a selfie video by uploading selfie photos or snapping a video and interacting with the letter "V" by typing what "V" is for them.

Why was the Samsung Galaxy V “Selfie to Self-V” campaign successful?Galaxy V had a smart way of engaging consumers in a manner that is very relevant to the brand by using letter V as the activities center to drive awareness for the campaign. The brand also tapped into a very good understanding of Vietnamese youth behavior, with taking selfies using mobile devices the focal point of the campaign.

103

Campaign BriefThe KIA “Game On” campaign evolved from the idea of giving TV viewers the opportunity to feel the speed of an actual tennis serve coming at them – placing them on a virtual tennis court. It needed to deliver a realistic experience, work anytime and anywhere (via TV, via online, via digital outdoor).

Why was the KIA “Game On” campaign successful?The campaign took advantage of multi-screening behavior instead of fighting it; you used your phone whilst watching TV, or when online, or even at outdoor events with digital signage. Being able to play anywhere broadened reach and drove massive consumer engagement.

Campaign BriefIn the Coca-Cola MINI-ME project, Coca-Cola collaborated with Baidu Magic Figure, a super app which has more than 100 million active users. Users were invited to create their own MINI-ME using this app to stand a chance of winning a 3D printed MINI ME figurine of themselves.

Why was the Coca-Cola “MINI-ME project” campaign successful?The success of the campaign can be attributed to the collaboration with Baidu Magic Figure as it provided Coca-Cola a good platform to share its product identity to create a much broader brand impact. Furthermore, the campaign has unlocked the potential of 3D technology for the world to see, giving users first hand experience of a 3D printer.

WHAT

DIFF

EREN

TIATE

S WINN

ING M

OBILE

CAMP

AIGNS

?Keep the end goal in mind

of the winners had a clear objective of increasing sales.70%

$

3Innovate. Use unique strength

of mobile

of gold winners used new innovation or technology.38%

2Make the brand the hero

All winners kept their brands at the heart of the campaigns.

4Synergies work! Utilise the

power of integrated campaigns

of winners in APAC used multi-channel strategy.86%

5Collaboration : A win-win

strategy

Winning mobile campaigns leveraged on hot topics / activities and co-branded with other reputable brands to bring about a win-win situation for all parties involved.

1Campaign BriefKan Khajura Teshan is an always-on-mobile entertainment radio channel on which the content is interspersed with HUL communication. Consumers give a missed call to the hotline number and receive a call back which gives the user access to the entertainment stream. HUL used consumer insights to create a win-win situation for both. The callers got

access to free entertainment and HUL was able to break out and reach consumers in rural areas.

Why was the “Kan Khajura Teshan” campaign successful?In just five months of the idea coming to life, HUL got more than it set out to – over 8 million subscribers in one region alone. Today, there are 12 million subscribers and the project covers 60% of the non-TV households in these states, thus creating a new media channel in rural India.

Campaign BriefUsing online branded content to reach, engage and inspire our audiences to find their reason to smile, despite the odds. Partnering with Story Camera, China’s leading photo app owned by Tencent, Zhonghua added a first-of-its-kind innovation within the app. Creating ‘SMILE-FIE’ technology that detected the strength of a smile in the selfie,

encouraged users to smile more and share their Zhonghua smile photos with their friends.

Why was the “Zhonghua - One Hundred Million Smiles” campaign successful?The campaign re-connected with the younger urban female audiences and delivered Zhonghua’s core promise of helping you discover your smile. By using integrated branded content and mobile, the campaign has helped audiences find their reasons to smile.

Campaign BriefSamsung Galaxy V made a big twist on the selfie, which is popular amongst Vietnamese youth, by turning “Selfie” to “Self-V”, where the “V” stands for “video”. A mobile-responsive web app was created for people to make a selfie video by uploading selfie photos or snapping a video and interacting with the letter "V" by typing what "V" is for them.

Why was the Samsung Galaxy V “Selfie to Self-V” campaign successful?Galaxy V had a smart way of engaging consumers in a manner that is very relevant to the brand by using letter V as the activities center to drive awareness for the campaign. The brand also tapped into a very good understanding of Vietnamese youth behavior, with taking selfies using mobile devices the focal point of the campaign.


DATA POINTS

PART 6

105

Data Sets: Mobile Media in the Asia-PacificIn this section, we let the numbers speak for themselves, with tables and figures sourced from the ITU, GSMA, Ericsson, eConsultancy and other organisations. The Asia-Pacific leads the world in terms of mobile subscribers, with a wide range of network diffusion. Mobile telecommunications has had a significant impact on GDP, and transforms sectors ranging from health and education to media and government.

However, significant gaps and divides also exist between and within individual Asia-Pacific countries, especially with regard to mobile broadband. Network readiness for organisations across the region shows wide diversity, along with propensity to adapt,

innovate and evolve with new kinds of media and creative formats.

Mobile is a moving target, as these figures show. As we evolve from the early stages of 3G mobile broadband to 5G ubiquitous broadband, the possibilities afforded by mobile media are indeed limitless. From shopping and socialising to entertainment and education, mobile devices are increasingly becoming a key ecosystem of consumer choice, particularly for the next generation of ‘digital natives.’

The transition to smart cities, smart business and smart marketing will be accompanied by wrenching transformations and culture change. Are you ready for the mobile shift?

Table 1: Asia-Pacific Mobile Subscribers & Population (source: GSMA)

106


Table2: Key Global Telecom Indicators for the World Telecommunication Service Sector in 2014 (source: ITU)

Global Developed Developing Africa Arab states Asia-Pacific CIS Europe Americas

Mobile cellular subscriptions

(millions) 6,915m 1,515m 5,400m 629m 410m 3,604m 397m 780m 1,059m

Per 100 people 95.50% 120.80% 90.20% 69.30% 109.90% 89.20% 140.60% 124.70% 108.50%

Fixed telephone lines

(millions) 1,147m 511m 636m 12m 33m 512m 70m 245m 256m

Per 100 people 15.80% 40.80% 10.60% 1.30% 8.70% 12.70% 24.90% 39.20% 26.30%

Active mobile broadband subscriptions

(millions) 2,315m 1,050m 1,265m 172m 92m 920m 138m 399m 577m

Per 100 people 32.00% 83.70% 21.10% 19.00% 24.60% 22.80% 48.90% 63.80% 59.10%

Mobile broadband growth

2013-14 N/A 11.50% 26% 43% 19% 21% 15% 12% 16%

Fixed broadband subscriptions

(millions) 711m 345m 366m 3m 12m 313m 40m 173m 163m

per 100 people 9.80% 27.50% 6.10% 0.40% 3.10% 7.70% 14.30% 27.70% 16.70%

Table 3: Internet users by country: Asia-Pacific (source: Internet Live Stats www.InternetLiveStats.com)

Internet users

One year growth (%)

One year growth (users)

Population One year growth (popula-tion)

Percent-age of people with internet access

Country’s share of world’s population

Country’s share of world inter-net users

China 641,601,070 4% 24,021,070 1,393,783,836 0.59% 46.03% 19.24% 21.97%

India 243,198,922 14% 29,859,598 1,267,401,849 1.22% 19.19% 17.50% 8.33%

Japan 109,252,912 8% 7,668,535 126,999,808 -0.11% 86.03% 1.75% 3.74%

South Korea 45,314,248 8% 3,440,213 49,512,026 0.51% 91.52% 0.68% 1.55%

Indonesia 42,258,824 9% 3,468,057 252,812,245 1.18% 16.72% 3.49% 1.45%

Vietnam 39,772,424 9% 3,180,007 92,547,959 0.95% 42.97% 1.28% 1.36%

Philippines 39,470,845 10% 3,435,654 100,096,496 1.73% 39.43% 1.38% 1.35%

Australia 21,176,595 9% 1,748,054 23,630,169 1.23% 89.62% 0.33% 0.73%

Pakistan 20,073,929 9% 1,731,250 185,132,926 1.64% 10.84% 2.56% 0.69%

Thailand 19,386,154 8% 1,438,018 67,222,972 0.32% 28.84% 0.93% 0.66%

Bangladesh 10,867,567 9% 896,332 158,512,570 1.22% 6.86% 2.19% 0.37%

Singapore 4,453,859 10% 396,302 5,517,102 1.95% 80.73% 0.08% 0.15%

Sri Lanka 4,267,507 9% 335,915 21,445,775 0.81% 19.90% 0.30% 0.15%

New Zealand 4,162,209 9% 85,828 4,551,349 1.01% 91.45% 0.06% 0.14%

Nepal 3,411,948 9% 279,504 28,120,740 1.16% 12.13% 0.39% 0.12%

Malaysia 675,074 9% 57,875 30,187,896 1.58% 2.24% 0.42% 0.02%

Myanmar 624,991 9% 49,496 53,718,958 0.86% 1.16% 0.74% 0.02%

Brunei 277,589 9% 23,078 423,205 1.30% 65.59% 0.01% 0.01%

Bhutan 211,896 9% 18,079 765,552 1.54% 27.68% 0.01% 0.01%

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Table 4: Worldwide mobile subscriptions and network types (source: Ericsson)

Fig. 1: Asia-Pacific SIMs, Connection Types and Broadband Penetration (source: GSMA)

Fig. 2: Asia-Pacific growth rates (CAGR) in comparison to other regions (source: GSMA)

Fig.3: Technology evolution: Asia-Pacific penetration of 2G, 3G and 4G networks (source: GSMA)

Fig.4: Internet and mobile penetrations in Asia-Pacific as compared to other regions (source: GSMA)

Fig. 5: Economic impact of mobile sector in Asia-Pacific (source: GSMA)

Fig. 6: GDP Contribution of mobile communications to Asia-Pacific region (source: GSMA)

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Fig. 7: Telecom evolution in Asia-Pacific: fixed line, mobile, Internet (source: ITU)

Fig.8: Mobile, Internet and broadband user growth in Asia-Pacific (source: ITU)

Fig. 9: Mobile channels and technologies: current versus planned use

Mobile User Behaviour: Top Uses of Mobile (percentage of users)

Source: Nielsen Smartphone Insights 2014

Thailand

Communication - SMS/Messaging App 100

Applications - Productivity 91

Browsing - Download 82

Communication - Connectivity 73

Entertainment - Multi-media (NET) 67

Malaysia






Philippines






Indonesia






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ONLINE SHOPPING SURVEY: 2014

Introduction

In a joint survey, the Mobile Marketing Association (MMA) looked at online shopping behavior among mobile users. The survey was conducted in April and May 2014 amongst 3590 respondents from 26 countries (of which 1920 were in the Asia Pacific region). The survey attempts to investigate the progress of online shopping as more consumers access the Internet with mobiles.

Methodology

The survey consisted of multiple-choice questions to cater to the media channel of choice, the mobile Internet. In many cases, respondents were asked questions offering multiple selections of multiple choices. The survey covered countries across The Americas, Asia, Africa and Western Europe. Particular focus was placed on the Asia Pacific region and benchmark markets for comparisons, where relevant, against previous studies.

Fig. 1: Ad banners served

Country Ad Banners Served (end June)Argentina 174,769,443Bangladesh 688,392,253Brazil 272,207,963China 221,774,935Colombia 90,076,506France 85,654,793Ghana 127,744,223Guatemala 32,577,268India 7,612,769,618Indonesia 5,103,393,829Kenya 429,479,677Malaysia 678,143,679Mexico 140,108,308Nigeria 1,241,032,709Pakistan 903,397,766Philippines 158,910,674Portugal 5,437,275Russia 98,682,774Singapore 118,226,007South Africa 1,461,873,495Spain 45,334,234

Country Ad Banners Served (end June)Sri Lanka 192,899,602Thailand 614,703,054United Kingdom 582,888,482

United States 846,051,112Vietnam 351,659,261

Global Audience Highlights

1. Online commerce continues to grow; more peo-ple are now shopping online (67%) compared to last year.

2. By mid-2014 the proportion of users who do not shop online has dropped significantly (from 41% in 2013) to 33%.

Fig. 2: Shopping Habits

3. Overall, a steady growth in online shopping was observed across all market segments.

4. Electronics (23%), Books (17%) and Clothing (19%) lead the growth path as the most preferred online shopping destinations.

Fig.3 : Shopping items

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5. This is again reflected in the consumers’ most recent online purchases.

6. Interestingly, “Others” has shown a consider-able growth from 9% to 15% in 2014, suggest-ing the presence of a larger variety of online stores.

Fig.4: Shopping destinations

The Role of Mobile

7. 18% of surfers only browse products online, demonstrating again that the mobile web drives in-store shopping.

8. The mobile shopper arrives more informed and probably close to making a decision to buy with 24% arriving at stores having already checked availability and prices online!

9. The mobile web continues to drive users to making informed decisions about their pur-chase via product information, reviews, and comparison-shopping while in-store.

Fig.5: Shopping activities in the previous month

10. Mobile commerce has seen explosive growth across almost all the 26 countries that were covered in this survey. More users are now shopping online with their mobiles (28%) as compared to their PCs (20%). This is expect-ed to grow even higher as 31% are considering shopping with their mobiles.

Fig. 6: Mobile shopping preferences

11. A similar trend is seen across Asia Pacific (APAC) markets where a marginally high-er proportion of surfers (71%) shop online. In APAC markets 32% now shop with their mo-biles compared to 21% with their PC’s

12. Growth in mobile shopping is expected in APAC markets too, as 30% would at least con-sider using mobiles for their shopping.

13. 26% of mobile surfers are not likely to shop on mobile. Among this group,

14. a third (33%) prefer the experience of shop-ping in-store and

15. Another third (32%) do not have a debit/ cred-it card for online transactions. This presents an opportunity for alternate payment systems based on mobile money.• Security concerns (19%) and unreliable

connections (14%) remain significant hurdles in online shopping.

• Interestingly, about 7% of users are not likely to shop using their mobile device as they prefer using their PC/ Laptop.

• (Similar proportions are reflected across markets in the Asia Pacific region too).

Fig.7: Mobile shopping obstacles

16. With few market exceptions, mobile is now at least on par with the PC. The BRIICS countries (Brazil, Russia, India, Indonesia, China, and South Africa) typify what is seen in many other markets – relatively high PC shopping that is often matched with mobile usage.

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17. The PC, where it still leads, may soon be overtak-en. Case in point is China. During its 11.11 shop-ping festival in 2013, Alibaba (China) revealed that about 21% of orders were being placed via mobile devices - up from a 5% the year before.

18. In this study, we find at least 33% of Chinese us-ers ‘will consider shopping with mobile’.

Fig.8: Comparison between PC and mobile-based shopping (i)

• Overall, in 9 out of the 26 countries surveyed, mobile is the dominant shopping channel with at least 15-percentage point lead over PCs.

Fig. 9: Comparison between PC and mobile-based shopping (ii)

• In just as many markets there is no clear preference, although usage of both channels is relatively high. These markets suggest that usage is not exclusive and may depend on the context in which devices are accessed.

Fig.10: Comparison between PC and mobile-based shopping (iii)

The Shopping Experience

19. Not surprisingly, online channels play a vital role in the decision making process for a large pro-portion of buyers.

20. Half (48%) transact online and another 18% browse using online channels as a research tool.

21. There is a steady and significant decline (from 41% in 2013 to 33% in 2014) among those who do not shop online.

22. The mobile empowered consumer is highly in-formed and is close to a purchasing decision by the time he/she arrives at a shop.• High street shops that are most likely to

fail are those who do not recognise the connected consumer who,

• Checked availability and prices before buying at the stores (24%).

• Remained connected while they shop,• Checking prices to get better prices elsewhere

(20%)• Checking product reviews (16%)• Seeking advice from friends & family (19%)• These consumers can get info from their

phone faster than a shop assistant (22%) and feel better connected to product information than shop assistants (15%).

• The informed consumer also has higher expectations and this survey reveals a higher incidence of abandoned shopping compared to last year.

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Fig. 11: Mobile Shopping Experience

• 21% could not get more information,• 22% found a better deal online,• 24% did not like the selections and• 27% felt the items they wanted were not available

or discounted.

23. Fewer this year are engaging sales assistants for help and it is little surprise that fewer are making it to checkout queues to even complain about it or delivery times.

CONCLUSIONS / RECOMMENDATIONS1. More people (67%) are now shopping online

compared to last year (59%). Across 11 markets in the Asia-Pacific region the proportion of online shoppers has increased to 71%.

2. By mid-2014 the proportion of users who do not shop online has dropped significantly (from 41% in 2013) to 33%.

3. Not all transact online, as18% only browse prod-ucts online as part of their in-store shopping exercise. Clearly mobile web browsing drives in-store shopping.

4. But online transactions do occur. Among mobile users, 28% shop with their mobiles and 20% shop with their PCs. Another 31% will consider shop-ping with their mobiles.

5. This suggests that mobile is now at least on par with PC channels.

6. In some countries, mobile is the dominant shopping channel. These are noticeably in the Asia-Pacific region with Malaysia (where 42% of online shopping is on mobile), Sri Lanka (39%), Philippines (35%), India (32%) and Indonesia (28%) among them.

7. In markets like Bangladesh, Singapore, South Africa and Russia, where more than 50% shop online, just as many shop with their PCs as with

their mobiles. 8. Consumers are more likely to arrive at a shop

with a clear picture of what they want. In fact, up to a quarter of consumers (24%) checked avail-ability and prices before buying at the stores.

9. The mobile web continues to drive users in mak-ing informed decisions about their purchases in-cluding product information, reviews, and com-parison-shopping. These activities continue well into their in-store journey.

10. Notably, their contact with sales personnel is minimal (and unfortunately unproductive).

Fig. 12: Mobile Shopping Activities and Experiences

11. This creates high expectations among consum-ers and many more now leave without making purchases.

12. This makes it important for brands to maintain their message in online channels so as to influ-ence the decision making process.

13. The starting point for marketers, under the changing scenario, is to get the digital platform right, along with the content which not only al-lows the customer to choose product options online but presents detailed information on pric-ing, features etc.

14. Merely driving traffic to these platforms is of little use if not optimized for user’s device – PC and Mobile (Smartphones, feature phones and tab-lets).

To discuss about membership and how you can play an active role in the MMA locally, contact the appropriate MMA staff in your region.

Asia Pacific (APAC)

Jasveen Kaur - Senior Regional Membership and Marketing Manager, [email protected]

Ammita Mistry - Consultant - Strategic [email protected]

China

Amanda Guan - Membership [email protected]

Maggie Qin - Marketing [email protected]

Vietnam

Tam Phan Bich, Country Manager, MMA Vietnam [email protected]

LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam [email protected]

2200 people

24 offices

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Asia-Pacific Yearbook 2014

The premier global non-profit tradeassociation representing all players in the

mobile marketing value chainwww.mmaglobal.com

The MMA Asia-Pacific Yearbook 2014: A treasure-trove of insights into mobile marketing!

This second annual Yearbook of the Mobile Marketing Association Asia-Pacific takes you from a ‘30,000 foot’ overview of global trends right into the trenches of mobile marketing campaigns in each country.

25 thought-provoking articles and case studies, country snapshots from across the region, profiles of the MMA leadership and membership, and comprehensive data sets -- this Yearbook has it all!

What are the hot new trends in mobile media for marketers? How to tap the vast diversity of the region’s cultures and languages? What works best for inclusive and targeted marketing? How can creatives and campaigners stay at the cutting edge of understanding the mobile consumer?

This Yearbook helps you tackle the opportunities and challenges in the most dynamic medium of the world’s most vibrant marketplace!

Documents

Asia-Pacific Yearbook 2014...Asia-Pacific Yearbook 2014 The premier global non-profit trade association representing all players in the mobile marketing value chain CREDITS Rohit