• 
• 
• 
• 
• 

New study interviewing business leaders highlights Singapore as the global marketing hub of the future. Singapore is the best global marketing hub in Asia, according to a new report released by Accenture. The consultancy’s The Race is on To be CMO of the Future’ study listed Singapore as the sixth best city in the world for marketing, which was the highest of any Asia-Pacific city. New York was top, followed by London and San Francisco. Read more at: https://www.campaignasia.com/article/singapore-the-silicon-valley-of-marketing-accenture/452839

Digital Media

• 
• 
• 
• 
• 

In a related post on Facebook’s media blog, product management directors Maria Smith and Paresh Rajwat announced that with the global launch of Watch, Facebook is expanding its Ad Breaks program to more global markets. Australia and New Zealand are now part of the program, and Thailand is included among countries slated for a September rollout, with more markets set to join in the coming months. Ad Breaks currently takes a 45% cut of ad revenues and give the rest to video publishers. Pages can join the Ad Breaks program if they have been creating three-minute videos with more than 30,000 one-minute views in total over the past two months, have 10,000 followers and meet other monetisation criteria. Ad formats include mid-roll and pre-roll formats along with image ads directly below videos. Ad placement can be self-selected or auto-inserted where Facebook automatically selects the best placement for ads. The social platform claims 70% of its mid-roll ads are viewed to completion. Video performance and monetisation can be monitored through Facebook's Creator Studio which now will also be expanded globally.

Digital Media

• 
• 
• 
• 
• 

The promise of performance marketing is broken. In an ideal world (perhaps in China?), marketers have perfectly-symmetrical data, bringing the ability to map out customer relationships and understand the most effective triggers for a transaction. In the real world however, we are more often than not targeted by ads for things that we had ‘window shopped’ but would never buy, or consistently shown ads for things we had already bought. Think about it: how many times have you been served ads for airline tickets and hotels after you’d returned from your trip? Apart from Australia and New Zealand, APAC has never been a big adopter of data-driven media buying, except in pockets of some industries. At the same time, multinational companies have also implemented measures to comply with recent data-protection regulations, further weakening the premise of performance marketing. It is time we look for more effective ways to reach desired audiences, rather than the audience-centric buying taking place today. With viewability and brand safety top-of-mind for marketers, along with the abundance of tools available, it is important to still remember that the key to brand storytelling is the context in which an advertisement is shown.

Digital Media

• 
• 
• 
• 
• 

This project had four core objectives. Firstly, it sought to engage with the audience through a wide range of content designed to promote the ‘fun and cool of Air Asia’. Alongside this, the campaign had a clear focus to drive awareness of Asia’s new destinations and travel possibilities by providing itineraries and trip suggestions. The campaign was also tasked to entertain, via a video series, quizzes and competitions, in order to reinforce the brand’s ‘young and fun’ ethos. Last, but by no means least, the crucial KPI was to drive purchase intent. The key focus was to be on content, powered by a fully mobile-optimised bespoke content hub, Travel Inspirations, hosted on Yahoo. It housed articles, videos, games, GIFs and infographics alongside ‘deals modules’ to drive consumers to the AirAsia booking site. The site ran a total of 25 articles over the five-month campaign, each of which was designed to pique the interest of young and fun travellers, and introduce them to the possibilities for exploration that AirAsia could offer. These were then backed up by native advertising and display advertising featuring high-impact images of destinations, and all of this was reinforced with a comprehensive social media effort.

Digital Media

• 
• 
• 
• 
• 

Technology investments can be hit-or-miss and digital advertising still has its issues. But don’t expect any slowdown in money flows to digital and data analytics this year.

Digital Media

• 
• 
• 
• 
• 

Digital media buying has to be in sync with the advertiser’s choice, not an enforced vendor list from the media provider, writes Sizmek's platform director.

Digital Media

• 
• 
• 
• 
• 

Only 17 percent of companies describe themselves as delivering a new digital experience.

Digital Media

• 
• 
• 
• 
• 

A lively panel debate about whether Chinese consumers are more disloyal than others kicked off the the Brand Summit China, held in Shanghai yesterday.

Digital Media