MEDIAWATCH #5: The Philippines

As I continue my journey around Asia, I discovered the Philippines.

I certainly had one of my craziest travel story trying to go to the airport during #APEC2015 summit… I also discovered a really dynamic digital industry. In spit of a relatively low internet penetration (25%-42% depending on the source) advertisers are ready for innovation on digital platforms!

Mediawatch Philippines

Mediawatch Philippines

Download Mediawatch PH PDF

Marie Sornin

MEDIAWATCH #4: China

It is slightly more difficult to find robust information about the Chinese media landscape than any other country I have researched so far.

Here is an overview of what I have compiled from multiple sources

Chinese media landscape

Download the Mediawatch PDF

Additional read if you want to go deeper:

The State of Chinese Advertising

Social, Digital & Mobile in China 2014

Marie Sornin

MEDIAWATCH #2: Western Europe

I just got back from a holiday on the Greek islands, where there is more French than Greeks in the summer.

This brings me to focus my second media watch on Western Europe.

The main part of Western Europe is a politicoeconomic union. The European Union was initially founded by France, Italy, Luxembourg, Netherlands, Belgium and Germany in 1957. It later grew to 28 member states.
Its most recent additional is Croatia since 2013.

  • Population: 508 Million
  • Internet penetration: 78.5%

Internet penetration in Western Europe by country

  • Northern Europe and Scandinavia lead the way with the highest penetration rates peaking above 95%, whereas southern & eastern states seem to remain far behind around the 75% mark.

Total ad spend by country in Western Europe

  • With 30% of its overall ad spend going towards digital, Europe’s share of online spend is above the worldwide average of 28%.
    The UK records the highest share, with digital representing 50% of its total media spend.
    Italy is at the bottom end with 18%.
    Over the next 4 years the share of online is due to remain fairly stable.
  • Growth will come from mobile ad spend which will triple in most countries from 2015 to 2019.
    It seems that here will be a transfer from digital to mobile spend rather than a strong overall growth.
  • Opportunities for international companies: Manageable cultural gap between US and Europe backed up by large population make Europe good territory o leverage scale.
    Do not under estimate the impact of national language and identity on your communication & business strategy.
  • Barriers for international companies: Market fragmentation and economic differences between countries.
  • Personal observation: As the European Union grows, more diversity & difficulties emerge.
  • Travel tips: Trust me, train can be a better option than flying. Especially between Paris & London !!

Marie Sornin

Source: Internet world stat, Emarketer

MEDIAWATCH #1: South Korea

Over the last year, I have been fortunate to visit 10 different countries on business.
The experience and learnings I captured during each trip are tremendously valuable.
I have been writing specific work reports, and I have also decided to share broader observations about each market.

This is my media watch, starting with South Korea where I am spending the week.
I will then backfill with India, Brasil, Singapore, Indonesia, Mexico, Australia, France..

  • Population: 49.3 Million
  • Internet penetration: 85.3%

Skorea population and internet metrics

  • Media Spend:  Mobile ad spend is said to account for 10-15% of total ad spend in 2015 and as much as 29% by 2019.
    IPTV & Mobile represent the strongest growth. This demonstrates the power of fast mobile network accessible anywhere (when everyone watches mobile on their phone in the subway: commute time is the new prime time).

S Korea spend by media

  • Mobile leaders: Google and Facebook are strongly represented, yet they are being crushed by the regional giants Daum Kakao and Naver.

S Korea mobile apps used

  • Opportunities for international companies: South Korea is well connected and extremely competitive. The lessons learnt by observing the dynamics can be very valuable (Kakao’s vertical integration is fascinating. Although described as a messaging service it also offers e commerce, content curation, taxi services…).
    South Korea is a great benchmark.
  • Barriers for international companies: Language.
  • Personal observation: This is the most competitive market I have ever seen with local player being extremely advance + vertical integration like nowhere else.
  • Fun fact: #KPOP is everywhere.
      • Travel tips: Traveling to Korea is like stepping into the future.

Marie Sornin

TVxTwitter- #MIPCOM2014 keynote

For those who missed it, here is the Twitter global TV team keynote at MIPCOM

Marie Sornin

An essay on social currency

Guest post by Alexander Southwick– Emerging Solutions and Social Advertising Executive at Fairfax Media

As social media develops to become a mainstream marketing channel for brands, there is a critical need to define the way we measure social success. In line with the traditional measurement metric of ‘reach’, most marketers look to the total number of ‘likes’ or ‘followers’ on their brand accounts as a key objective for their social media activities.
In theory, ‘reach’ should increase the engagement level with brands. Therein lies the dilemma of social networks: a consumer can filter out a brand if they feel they are being interrupted too much (spam). Knowing that the average post on a Facebook brand page will only reach 12% of your audience means that the total number of ‘likes’ a page has isn’t a true reflection of social success. Instead marketers need to look away from reach based messaging, to messaging that is adding value to the communities they are building around their brands: Social currency!

Social currency is a relatively new term that is applied to material being shared across social networks. People deal in social currency to increase their personal or brand standings in the eyes of peers and consumers. In short… something that people want to share and discuss. A brand updating their page with a new viral video gives their users a reason to share with their connections. As a result the creation of content with high social currency will help to add value to the community. Consequently, for marketers to be successful at social media, they need to look to develop content that gives social currency for users to take away and ‘share’, ‘retweet’, ‘reblog’ and ‘repin’ across social networks.

One of the most outstanding example of social currency is the  Red Bull Stratos Jump. It occurred on the 14th of October 2012 and not only did Felix break 3 world records, he helped Red Bull create truly unique and compelling ‘hook’ that people wanted to ‘share’, ‘retweet’, ‘reblog’ and everything in between. With more than 8 million people worldwide watching the Youtube Live stream, the post jump photo of Felix having landed safely has achieved 491,353 Likes, 21,175 comments and 50,508 shares the majority of which occurred in the first hour of it being uploaded! Multiplying the number of shares by the average number of friends a Facebook user has the reach potential got close to 11 million Facebook users. Even by applying the 12% viewing ratio, that still gives you a true reach of 1.32 million! Red Bull associated its brand to content that is so compelling  it became a mainstream topic of conversation. Direct marketing benefits are invaluable!

Creating social currency isn’t easy.
However, by deeply understanding your audience (beyond what they like about your brands & products), identifying what is  most interesting to your fans/followers and potential customers and creating content around it, you will have the keys to provide value. The next thing you need to do is break out of the TVC model and go for a ‘branded entertainment’ production model…. and that isn’t easy… only a few advertisers manage to do this well. The Mary Me Microsoft campaign we blogged about in 2010 and the ‘is it content or is it advertising?‘ post from last December showed good examples. Here is a more recent one: Teaching your consumers something new a in fun way is a particularly good, even if it has a bit of a sombre message –

As more marketers understand the importance of social currency, and consumers gain more power to ignore or amplify their message….  The process of surrounding the target consumer with messaging in an integrated campaign might not hold true anymore. Accurate measurement is critical for social media to keep growing its share in the communications mix. We must re-think how to evaluate social media KPIs and what messaging will achieve these KPIs .

As an agency or advertiser, do you have specific KPIs for your social media campaigns? Are able to clearly measure the benefit they are bringing to your marketing plans?

For more information on how to create social currency read our article “What are the three words that will guarantee social media success?”

Alexander Southwick

Sources:

Red Bull Facebook Page

Will “in view ads” become the new benchmark for digital media?

We have argued over auto refresh, video auto play, post view… here comes “in view ads”. I sense that ad verification is to be the next debate on the digital media industry and I’d like to get your opinion on this trending topic!

From what I have heard so far agencies and media owners will fundamentally disagree: Clients will push for “verified impressions” to become the main currency of online measurement and delivery, whereas publishers will want to protect the monetization of all types of ad supply across their networks.

There is currently no industry standard on the topic and the information available comes from US research or anecdotal technical vendors deploying new products (which are yet to be audited)… What’s worrying is that once again the digital medium is being scrutinized for its accountability when NO other media channel can deliver anywhere near its level of measurement… in spite of “30% of paid ads never seen” according to Ad news, online video ads received 18% more attention than TV video ads (IPG Media Lab advertising attention study)

Adverify

So, let’s be clear “ ad verification” is a system that ensures every ad impression is a quality impression, every impression is compliant, and every ad was served and displayed exactly as intended. Basically a way to control that not only the ads are served in the right environment to the right audience but that they are actually viewed!

Please help me build an informed opinion, share your thoughts & experience on the topic!

Marie Sornin