How much time does an ad need to stay on a mobile screen in order to be seen? Do consumers process information differently in mobile compared to desktop? Can marketers boost attention and cognition of their advertising by increasing exposure time? The answers to these questions may surprise you. In this session Rohit Dadwal will present new findings from a groundbreaking neuroscience and eye-tracking study that was conducted to address these questions and will discuss its implications in terms of creative and media planning.
Advertisers are forecasted to lose $ 42 billion of advertising spend globally in 2019 to issues focusing on ad fraud. In Asia Pacific alone, US$ 17 million is being lost to ad fraud on a daily basis. Vietnam is facing the risk of ad fraud at 21% app installed ad fraud rates. Indonesia is found to be a target of fraudsters due to its significant scale and pay-out volumes
The digital era has revolutionized the field of entertainment. In addition to technological advances such as CGI and augmented reality, we have been seeing fundamental changes in how people consume and consider entertainment. Rather than relegate it to the fringes of our lives, entertainment is now something we carry along with us and access virtually all day, every day, whether streaming music or podcasts, scrolling through videos or Instagram posts on our phones, or immersing ourselves for hours on end in massively multiplayer online games. Entertainment now sits at the center of our existence. In early 2019, Havas Group explored the fundamental shifts that are transforming how people think about and experience entertainment. The study draws on the attitudes and behaviors of different groups of audience in 37 countries, with a focus on Prosumers, the leading-edge influencers and market drivers whom Havas has been tracking for more than 15 years. Among the insights revealed by the global study:
• Entertainment is now as critical as health
• The real value of entertainment lies in its ability to enrich and transform
Session on Insights and behaviours of mobile gamers in Vietnam and how should brand marketers leverage it
Nearly 60% of marketers think Ad Quality - including Brand Safety, IVT and Viewability - poses a serious problem in our industry. This session will address several pointers such as:
* Driving Accountability in Ad Quality
* How Ad Quality is about more than just Brand Safety, IVT and Viewability - SPO, creative formats, and clean data also play a crucial role
* Which CXO in the organization is responsible for Ad Quality?
* Is there a need to have a policy covering Ad Quality in an organization?
Experts on this panel help us strengthen our understanding of Ad Quality best practices & tackle issues of accountability.
Bond Club - Colorbond's Data Driven B2B CRM
BlueScope x BlueSeed x PDA
We've reinvented our B2B digital approach as revolution in customer communication, in which we define our core TA thru Bond Club platforms.
With attractive key hooks, we expose them to the benefits and collect all insights to a smart database.
The 2-ways engagement drives qualified sales leads with considerably increased conversion rates.
With Southeast asian consumers using their smartphones 3.7 hours per day, and 97% of commerce still occurring offline, southeast asian marketers are leveling up their abilities to design customer journeys that span consumers' online and offline worlds. New O2O capabilities in market are enabling brands to engage, serve and supply their consumers in new innovative ways. Explore examples of ways brands are getting closer to their customers.
Future lifestyle living is in our hands. How to invent the future.
Audio bends around our lives, but that doesn’t mean it’s background noise. Those screen-free moments are frequently the most meaningful in our day. With music streaming and playlists in particular, we can match our every mood, mindset, and activity — our context — with exactly the right score. All of this is great news for advertisers looking to reach highly engaged audiences in an impactful way — audio’s ubiquity allows you to fill otherwise unreachable gaps in the consumer’s journey, while streaming’s emotional quotient means we’re receiving new signals about individuals’ real-life context. Plus, a fun side effect: if we’re listening on-the-go, we’re likely not stopping to mute a 15-second ad, and we’re certainly not walking away from the TV to cram in a chore during a commercial break.
Philips premium products are priced above the average and not everyone can afford them. So how do you find the right audience (premium millennials who residing in upscale apartments) that were most likely to consider a Philips product? How do you target only those exact users for whom our products were going to be most relevant?
Chatbots distracted: In recent years, messenger marketing has largely been about gimmicky chatbots
Messenger is about personalication comms: There's a bigger opportunity for messenger to personalize CRM-type communications
Our approach to personalization: Personalization is about relevance; Ogilvy's three levels of personalization
Its Limits: Personalization doesnt always make sense - Sometimes its better to reach eveybody with the same message
Look to China for Future (H&M): Case study: learning from Wechat/China and our work on H&M
A bit closer to home (Huggies): Case study: learning from FB/Vietnam and our work with Huggies.
VUCA world and disruptive nature of technology and social/generational change
Disruption in the Nutrition/FMCG category
Digital Transformation from the top
9 Box exercise for Digital Transformation
Future proofing ways of working
Football in Vietnam remains a source of great excitement for the everyone, but also this is a passion point that many brands have been leveraged on and communicated to consumers. How Coca-Cola’s communication can stand out from the clutter and provide a meaningful engagement with consumer. By leveraging Digital and Augment Reality technology, the brand is able to uplift the emotions of ordinary supporters in football moments through immersive experiences and bringing in personalization at the same time.
This special session will bring you a holistic view of marketing with purpose and how brands leverage technologies to bring more initiatives for their business and marketing development. Importantly the panelists will reveal some marketing implications for your next year marketing plan.
Data-driven marketing is not just about either data or marketing . It is a marriage of both the left and the right brain. Marketing transformation using data will #shapethefuture in driving growth & consumer engagement.
E-commerce journey-Friso has been awarded as Best in mother and Babies category and its campaign has featured as online marketing case study by David Hu, Regional Marketing Solutions, VP of Lazada
A data-driven initiative enabling Lifebuoy to fulfill its mission to stay ahead of infections. A disease alert dashboard in collaboration with Google to send customized targeted alerts and health care tips to brand’s audience in different provinces/cities of Vietnam, based on forecast of popular hygiene-related disease outbreaks.
