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

The results are in….

Thanks to the participants of my little experiment.

I am please to announce that in the case of the MIPCOM presentation, the package was not a distraction from the content.

– 83% of the responses showed positive feelings about the dress

75% of the respondents agreed that the dress was an asset and that I should wear again.

75% of the respondents think that I should wear the dress again

 

 

So I will!

Marie Sornin

Three unexpected Twitter insights

It has already been almost year spent at Twitter in the revenue team.
One thing I certainly enjoy about the job is that I keep discovering new ways clients are leveraging the platform.

I recently lead a panel with 3 media executives for the TwitterAU #LiveStudio event.
NigelOptus, JasonStarcom, ChristopheL’Oréal shared their campaign success stories.

From their answers to the Q&A, I captured 3 insights that went beyond the expected use of Twitter as a media channel.

1- Twitter can open doors in your organization:
Twitter is the platform that brings multi channel activations together.
It can not be treated in isolation. This makes it a powerful tool to bring multiple departments in an organization together.

2- Twitter can inform planning decisions:
The Nielsen Twitter TV rating is a perfect example to demonstrate how Twitter can influence businesses media choices.
Beyond TV data, listening and analyzing Twitter conversations can bring some very valuable insights.

3- Twitter creates unknown opportunities :
Brands that have successfully implemented real time marketing have discovered new “content” based opportunities to engage with their audience outside of their marketing calendar… i.e. “dunk in the dark

And finally, my personal touch here: Twitter can also help you discover new vocabulary .
I couldn’t help but share!

I am convinced that there might be more ways that Twitter can support marketers and advertisers.
Help us discover more, what is your unexpected way of using Twitter?

Marie Sornin

Consumer insights on steroids

Imagine if you could record your life… that is the idea behind a lot of new technologies and wearable devices. Every parent who has used Google Glass love that they can take pictures of their kids every moment, creating price less memories.

With a much more complicated toolkit, that is what Deb Roy and his family have done over several years. This gave birth to an incredible set of data and later to BlueFin, the technology behind the new Twitter TV Ad Targeting solutions.

WELL WORTH watching!

Marie Sornin

This is what you would have seen if you went on holidays to Las Vegas

I am just wrapping up my holiday and unfortunately I haven’t been to Las Vegas…
Every year in January the Las Vegas Consumer Electronic Show seems to be taking more room on the technology landscape. For those like me who haven’t been able to go, here is a condensed overview of the key trends I have picked up from the 2012 trade show.

Above and beyond being always cheaper, faster and more powerful (eg: D-Link’s Amplifi HD Media Router 3000 DIR-857 router will be the first to supports USB 3.0 and 450Mbps dual-band… compared to my own router which I thought was quite good with its 100 Mbps!!!!), I would say that the words that are mostly influencing technology development are: Anywhere anytime// Android// Green?

– Anywhere anytime:
Cloud computing is now a default feature on most devices and applications which gives a new dimension to mobility.

We have also been talking a lot about multiple screen media consumption, well it looks that a few hardware suppliers believe in the one screen domination.

 Examples:  

Intel’s ‘Nikiski’ Notebook 

 I like it because it combines the activity of a tablet and a PC together and for those (like me) who haven’t found a great benefit in fitting their Ipad experience between a laptop and smartphone, this might be the answer??

 Sharp Aquos Freestyle ConceptTV 

A TV that can be carried around the house… hmmmm, not so sure that this is such a groundbreaking achievement????? However, removing all the wires and redesigning the TV tuner with integrated WIFI, that’s ground breaking. Could it be the start of a merge between TV and tablets?
More gimmicky but useful for those who can’t let go of their mobile phone even in the shower the HzO Waterblocking Technology is the answer!!!

– Greener?: 
On one hand more efficient technology should mean less strain on resources and energy: is the announcement of OLED technology in some LG TVs a good thing? 
But on the other hand some new products such as the LG blast chiller refrigerator (claiming to cool a can of beer in less than 5 min). I know that beer is a very important topic, particularly in Australia but it still makes me wonder how much LG engineers care about the future…

Good to see that some recycling initiatives such as “Uncle Oswald Is Our Hero are also getting traction!

 – Android:
That mobile is the future proof strategy for Google is no surprise to anyone now. What seems to be more surprising is to see Android setting itself up as the cross platform standard… Windows 8 launches, more than 400,000 Android apps will be available through BlueStacks

What’s the most impactful technology progress you have seen this year?

 

Marie Sornin