Tag: data insights

Singapore – Around 61.8% of platform workers enjoy platform work, but a staggering 81.4% of them agree that they should be treated with more respect, a survey by DPIA revealed.

The survey provides a deeper look into the platform workers’ motivations, intentions, and experiences doing platform work in Singapore.

Based on the data collected, people engaged in platform work come from a diverse background and are categorised into four groups: the opportunists, who use platform work to earn alongside their existing careers; the switchovers, who prefer platform work over their regular jobs; the hustlers, who perceive platform work as a means to secure their dreams; and the explorers, who are not very committed to their platform work and are still looking for something they truly enjoy.

But even with varying motivations and reasons, the majority of the workers actually see platform work as more than a means to an end, with 92.2% stating they are amenable to platform work and 61.8% enjoying the nature of platform work in and of itself.

Some of the key motivators for platform workers, as revealed through the survey, are the platform work being vital in their career (53%), the work flexibility it offers (52.3%), and it being an important source of supplementary and temporary income (35.9%).

However, despite the majority feeling fulfilled with platform work, the workers’s day-to-day operational challenges and lack of respect received from society are among their major pain points.

Around 60% of platform workers raise concerns about compulsory CPF contributions and 55.9% of work injury compensation. They also shared that the public attitude towards them tends to lack consideration, and their choice to engage in platform work is disregarded.

Platform workers noted the difficult treatment they receive from drunk and rowdy passengers, disrespect from family members, as well as inconsiderate consumers and merchants who make their working environment unnecessarily uncomfortable.

All these concerns reflect on the survey data, with 25% of platform workers feeling that they were not sufficiently respected in their line of work and 81.4% agreeing that they should be treated with more respect.

With these concerns raised in the survey, platform companies continue to be the go-to option for assistance for the majority of platform workers (72%) during disputes. However, 18.7% reported disagreements with platforms’ handling of issues.

Singapore – Cloud-based omnichannel platform Teads revealed the results of its global collaborative research with market research firm Ipsos on key creative elements that drive success in the omnichannel automotive campaign landscape. 

The collaborative research findings showed that streamlined messaging, brand clarity, wide shots, and human connection are among the key creative elements that can convey successful storytelling in an automotive campaign.

Based on the data, videos that focus less on the vehicle and instead integrate the object into a larger storyline tend to gain higher in-view times. Revealing the interior features of the vehicle is also found to be engaging, particularly in consideration-focused ads.

Additionally, campaigns that prominently feature the brand logo and name capture audience attention and provide a strong hook. Wide and simple shots are also effective as they convey a sense of freedom and movement, which tend to engage viewers.

Part of the data also revealed that videos with fewer scenes gain higher in-view times as they require less cognitive effort to comprehend.

In addition, colour contrasts also play an important role in a campaign’s effectiveness, with lighter elements having a significant impact on in-view time. The research showed that chromatic contrasts like blue and orange make the videos more appealing, increasing in-view time. Meanwhile, dark-coloured videos have a shorter viewing time due to a lack of contrast.

Teads leverages Ipsos cutting-edge AI capabilities and advanced statistical modelling techniques to gain a comprehensive understanding of effective automotive advertisement elements.

Henner Blömer, VP of global client partnerships at Teads, said, “Creativity is the crucial component of successful digital car campaigns. In previous Teads research, we found significantly higher levels of attention (+49%) and brand lift (+31%) with creatively optimised campaigns. In order to provide clients and agencies with further insights into the optimal design of advertising media, we have collaborated with IPSOS to develop best practices to significantly increase the view time of campaigns.“

Also commenting on the research, Jessica Sleep, brand communications and social media manager at MINI, said, “There have been some great insights presented as a result of this study, particularly around the use of people, colour contrasts, and text. We’ve implemented Teads’ recommendations in our upcoming campaigns, and I look forward to seeing the results!”

Singapore – Around 74% of marketers in Indonesia cited advanced machine learning technology as the most important factor when selecting mobile app performance marketing solutions, according to data from Moloco. 

The new global study found that marketers are adopting data-driven solutions and prioritising performance marketing over traditional brand marketing. 

Globally, 63.2% of companies surveyed saw a year-on-year boost in their mobile app performance marketing budgets compared to the revenue from brand marketing. This shows that mobile app performance marketing has a clear and resounding power to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.

In Southeast Asia, the use of advanced machine learning (ML) came out as the number one factor when selecting a mobile app performance marketing solution.

Especially in Indonesia, a staggering 74% of marketers consider advanced ML to be the most important factor for precise targeting in mobile app performance, followed by Vietnam (60.4%) and Japan (52%). Meanwhile, only 22.6% of marketers in Korea and 22.3% in Singapore prioritise advanced ML when selecting a mobile app performance marketing solution.

Indonesia, with 61%, also takes the lead when choosing APRU (average revenue per unit) as the preferred KPI, which is higher than the rest of the markets in SEA and globally.

In terms of budget allocation for mobile app marketing, companies in every country surveyed allocated more than half their marketing budgets to mobile ads, with Indonesia ranking the highest at 81.8% while Singapore and Vietnam allocated 59.2% and 58%, respectively.

It is worth noting that performance mobile app marketing continues to grow consistently across all industries, with 64.7% of surveyed companies increasing their mobile ad marketing budget in 2023 compared to the previous year.

Daisuke Yokokawa, vice president of global marketing at Moloco, said, “The global shift in marketing from reach to results continues to gain momentum across different countries and various industries.” 

He added, “Many mobile app marketers are aware that the secret of big tech’s success in advertising is advanced ML technology and the performance marketing solutions that they provide. This global trend is due to the clear and resounding power that mobile app performance marketing has to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.”

Meanwhile, Jennifer Ha, project leader and partner at Ipsos Strategy3, said, “Performance marketing is on trend, regardless of the country.Marketers are typically loath to share their best kept secrets, but thanks to this anonymized research study, we now have detailed insights about their strategic marketing decisions and investments. Ultimately, having consistent results such as measurable and impactful ROAS underpins the success of many global performance marketing budgets.”

Asia Pacific – Around 81% of Asian consumers think there are too many subscription services to choose from now, and 93% are seeking a single hub to manage all this, a report from Bango revealed.

According to the data gathered, over three-quarters, or 81%, of subscription users believe there are now “too many” subscription services available, and 93% are demanding a unified platform to administer all of their subscriptions.

The boom in the subscription economy is threatening to overwhelm consumers across India and Southeast Asia. But even with many feeling subscription fatigue, 81% would consider signing up for more subscriptions if they were consolidated through a centralised content hub.

The latest report also revealed that there is a subscription overload happening, with 86% of consumers having more than two subscriptions and 15% having more than six. These include services ranging from streaming to food delivery, music to sports, and more.

Many consumers are having a tough time tracking their current subscriptions on separate platforms, resulting in unnecessary costs. According to the data, nearly half, or 44%, say they’ve kept paying for subscriptions they forgot were still active, while 32% are currently paying for subscription services that they never use.

However, despite the overwhelming number of subscription services, the study also showed that consumers are not looking for fewer choices. Rather, they are simply looking for a more seamless experience.

The majority of consumers (93%) want all their subscriptions to be managed through a ‘Super Bundling’ content hub, where there is a single payment to a service aggregator for multiple subscriptions like streaming services in a single hub.

Bango’s research report revealed that subscribers in Asia consider an ideal content hub to provide discounts in subscription prices (58%), access to a variety of services in one place (56%), and the ability to pay multiple subscriptions at once (51%).

Furthermore, a majority of consumers (89%) would spend more time using their subscription services if a content hub was available. Meanwhile, 91% also believe that having all of their subscriptions in one place would help them manage their household expenses.

When it comes to building this solution, the survey showed that local mobile network operators may be the key to unlocking ‘Super Bundling’.

For a majority of Asian consumers (81%), telcos are the most trusted provider for a centralised content hub. They’re the logical go-to, as two-thirds (67%) of consumers already have subscription services included in their phone plan.

Additionally, the data also revealed that ‘Super Bundling’ content hubs can boost consumer loyalty, with 95% saying they would be more loyal to the brands that provided them and 66% willing to leave their current telco provider if this service became available elsewhere.

An example of a ‘Super Bundling’ content hub are the ones offered by Verizon and Optus in the US and Australia. Both are offering centralised hubs for streaming, music, gaming, and more through their +play and SubHub platforms, respectively.

Anil Malhotra, co-founder at Bango, explained, “Managing multiple subscriptions is a headache for users. They don’t want less choice—just less admin. We should focus on building all-in-one solutions that can offer consumers flexibility in billing, a wider variety of choices, and a great user experience. That’s what they really want.”

Singapore – Around 56% of Southeast Asians follow influencers on social media, but 55% remain to have a neutral impression towards them, according to a survey by Milieu Insight. 

The survey aims to unveil follower trends and consumer sentiments on influencer marketing as a major advertising tactic. 

Based on the data collected, more than 1 out of 2 Southeast Asians follow influencers on social media. This means that 56% of respondents in the Southeast Asian region follow influencers. 

A large number of respondents in the Philippines and Vietnam are following influencers at 68% and 71%, respectively, and Thailand takes the middle with 50%. However, on the other end of the spectrum, there is limited interest shown in Singapore, with only 39% of respondents shown to be following influencers.

Looking at the social media platform preference to follow influencers, the top three with the highest votes were Youtube with 72%, and Instagram and Facebook both with 60%.

Gen Z preferred Instagram (64%) and TikTok (58%) to follow influencers, whereas Facebook is more popular among Millennials (69%) and Gen X (74%).

Youtube drew the most interest for respondents in Thailand and the Philippines, while Instagram took the spot in Indonesia and Singapore. Meanwhile, Facebook ranked first in Vietnam.

When it comes to the content that influencers post, the top 5 topics that respondents were most interested in were: lifestyle (54%), entertainment and/or comedy (52%), food (48%), fashion (41%), and travel (40%).

However, gender impacts the preferred content, with men primarily following influencers with content about entertainment or comedy (52%), lifestyle (46%), and technology and gadgets (41%). While women also predominantly favour entertainment and comedy (61%), their other main interests are food (55%), and beauty (53%).

When it comes to influencer impact on consumer purchase, beauty products emerged as the top selling category, driven by influencer content across the region, with the data particularly skewing towards females at 56% and Gen Zs at 46%.

Interestingly, for Baby Boomers or those above 59 years of age, 4 in 10 are swayed by influencer content when it comes to food and beverages. Meanwhile, 32% of the Gen X demographic, or those ranging from ages 43 to 58, indicated they made purchases as a result of following influencer content on technology and gadgets.

However, the survey also revealed that consumers in the region appear to be less susceptible to influencer content that is fitness-related, travel-related products, or purchases of items for children and pets, suggesting a nuanced landscape where influencers wield varying degrees of impact across different product categories.

And with the widespread following of influencers in the region, the survey also dug into the data to unveil the trust factor among SEA consumers. From there, it reveals that user reviews and review sites carry more weight than influencer shout-outs.

Overall, neutrality (51%) is the prevailing sentiment on how much respondents in Southeast Asia trust, if at all, sponsored content from influencers in Southeast Asia. However, there is an exception to this data, with Vietnam showing a positive impression at 60%.

Across age groups, only 5% of Baby Boomers trust influencers a lot, as compared to the average of 7% for Gen Z and Gen X and 8% for Gen Y.

Furthermore, 3 out of 10 Southeast Asians find influencers’ sponsored content informative, and 1 out of 5 credit influencer tactics for introducing them to new brands and products.

With influencers, a following count also matters when it comes to measuring their reach.

The influencers followed by Southeast Asians generally have more than a million followers (36%). This data is consistent across the Philippines, Indonesia, and Vietnam. However, the rest of the population is generally impartial to the number of followers an influencer has.

Interestingly enough, there is an even spread among the number of micro, macro, and mega influencers that Southeast Asians follow.

Still, not everyone can be considered an influencer. According to the survey, Southeast Asians consider authenticity (51%), sense of humour (49%), and expertise in a specific area (42%) to be important attributes for an influencer. 

Notably, in Indonesia, consistency of recommendations is their top-valued attribute. It is also shown that more Vietnamese value engagement with followers.

Aside from the following, an influencer’s impact also differs depending on the age groups of the respondents or targets. Approximately one-third of the participants stated that influencers have expanded their knowledge about brands and products.

Among those who have bought something based on influencers’ content, the top 3 areas of purchase are beauty (41%), fashion (38%), and food and beverage (37%). For males, this is a slightly different case, with tech/gadgets (41%), food and beverages (36%), and fashion (30%) as their most common products purchased.

While 38% of Baby Boomers in Southeast Asia find that sponsored content from influencers helps them get to know more about a product or brand, they are not looking for new brands, as only 17% feel that the content helps them discover new products or brands.

Meanwhile, Gen Z finds promotion offers to be attractive, with 15% following influencer content because they offer good promotions.

In response to criticism about influencers’ role in consumerism, deinfluencers are now also making a new wave in social media.

Deinfluencers are individuals that challenge consumerist tendencies by offering alternative perspectives on products and trends. Instead of promoting the newest products, they advocate for mindful consumption. 

Looking at the data, the majority of Southeast Asians are impartial to both influencer culture and deinfluencers, despite the growing influencer landscape. Surprisingly, 40% claim to have never made a purchase based on influencer content, and 20% of Gen Z state their last influencer-based purchase was over half a year ago. As for awareness of deinfluencers, Vietnam is ahead of the game, where an astonishing 62% have heard of the term.

Despite the neutral impression of influencer content, Milieu Insight reiterates that influencers have some kind of effect on consumers. Through their content, influencers can provide valuable insights, personal experiences, and relatable narratives that resonate with their followers. They have also become trusted sources of information and recommendations for consumers across various niches that can impact consumer purchase decisions. 

Singapore – Scope3, the pioneer of data-led solutions to decarbonise media and advertising, has launched universal access to industry emissions data on their platform to increase visibility into digital advertising’s carbon emissions.

The launch also represents a significant departure from the industry’s previously fragmented approach to decarbonisation.

The Scope3 platform centralises sustainability data and visualises the millions of metric tonnes of carbon output emitted into the earth’s atmosphere every year from digital advertising. It is specially engineered to account for the highly complex and interconnected digital ad ecosystem.

Furthermore, it exposes opportunities that exist to decrease industry’s impact on the climate crisis by employing the same dataset to measure emissions and drive industry-wide decarbonisation.

With Scope3 providing greater visibility into the carbon footprint of the digital advertising ecosystem, it aims to align industries, push reduction, and become a catalyst for change.

The grant for universal access to the platform data will allow users to explore carbon emissions metrics for millions of digital media properties, including inventory across web domains, mobile apps, and connected TV devices.

Additionally, users can access digital media property reports on emission metrics, track carbon emission changes on online media properties, explore detailed supply path maps, monitor emissions on specific digital media properties, and view comparative ranking metrics across industries. 

The data visualised in the platform is powered by the Scope3 emissions model. Built using Scope3’s open-source methodology, the model also sits at the core of every one of its emissions reduction solutions and research insights papers.

Aside from this, the launch of the data access initiative on its platform is expected to drive trust as it gives industry the power to explore the data firsthand, transparency with the data available to almost anyone, and usability as the data is updated and reliable.

Anne Coghlan, COO and co-founder at Scope3, said, “The first step to tackling rising carbon emissions is ensuring the industry has access to concise and reliable measurement. We need to have a full understanding of the problems created by the digital advertising supply chain in order to identify the most impactful opportunities for reduction.”

She added, “By putting insights into the hands of everyone, there’s no excuse for inaction. Only through this kind of collaborative effort can we drive systemic change to rebuild towards a more ethical, responsible, and sustainable internet.”

Singapore –  Around 50% of Gen Alpha and 43% of Gen Z in APAC cited gaming as making them feel better if they’re anxious or stressed, according to the new research conducted by youth-first marketing and media platform TotallyAwesome. 

Based on the data, Gen Alpha and Gen Z consider gaming a better way to relieve their stress and anxiety as compared to talking to family members (28% and 21%, respectively), as well as talking to friends (28% and 32%, respectively). 

These trends are impacting several markets in APAC, where Vietnam came out on top with 60% of Gen Z youth turning to gaming to ease their anxiety and stress, followed by the Philippines and Malaysia at 56%, South Korea at 49%, and Singapore and Malaysia both at 47%. 

The research also reveals how gaming has become gender agnostic, especially amongst Gen Alpha, where 46% of girls use gaming to relieve anxiety, which is extremely close to boys, who sit at 54%.

Furthermore, Gen Alpha (52%) and Gen Z (48%) cite gaming as a way to feel more connected with their friends and family. This data is especially relevant for parents, who hold purchasing power when it comes to these demographics.

The youth in APAC are increasingly placing more value in gaming compared to other channels when building connections. However, the expansion of the commercial gaming industry influences streaming services as well, underscoring heightened participation among the youth who are exploring the gaming ecosystem for content. 

The research reveals that the big players are still dominant across APAC, with 77% of Gen Alpha and 76% of Gen Z citing YouTube as their most used streaming channel, compared to only 6% and 8% going to Twitch.

TotallyAwesome’s Youth-first Digital Insights highlight the impact of these nascent trends on advertisers in the region. APAC is the world’s largest gaming market, with total revenues exceeding US$84b in 2022. 

The data revealed in this study presents a significant prospect for tapping into the market’s potential by connecting with these consumers through well-thought-out advertising approaches that effectively connect with the younger demographics of Gen Z and Gen Alpha.

Will Anstee, TotallyAwesome’s executive chairman, said, “Our Youth-first Digital Insights underscores the gaming industry’s profound influence on Gen Z and Gen Alpha. When it comes to forging a sense of community and self-expression, young people are increasingly looking to gaming as the most important space for social bonding. Gaming is no longer just gaming – it’s their new social.”

“Our extensive research shows that parents are more digitally literate than ever and are increasingly concerned with cyberbullying, highlighting a demand for safe online environments that provide an outlet for positive play. Brands need to be brave and step into gaming in a way that considers the myriad concerns and needs Youth have. These rich insights help Brands and media agencies alike to gain a better understanding of young people’s appetites and how best to support their passions,” he added. 

Meanwhile, Raja Kanniappan, TotallyAwesome’s newly appointed chief executive officer, commented, “TotallyAwesome has been conducting our Youth-first Digital Insights for 8 years. We have built a deep understanding of the attitudes and behaviours of youth across Asia Pacific. We work with marketers and media agencies to take these rich insights and learnings to enable Brands to connect with Youth in a safe, relevant and effective way. If you want to capture the hearts and minds of Youth and build meaningful and long-lasting relationships – you need to get into gaming. It’s their now and their future.”

Los Angeles, California – Global video game commerce company Xsolla announces a partnership with B2B SaaS and marketing technology company AppsFlyer to streamline cross-platform data-driven insights for game developers.

These collaboration efforts come as part of Xsolla and AppsFlyer’s mission to assist mobile game developers by offering a unified cross-platform (PC, web, and app) solution that enables measurement across all marketing touchpoints and facilitates the analysis of customer journeys and activities.

Xsolla’s integration of AppsFlyer into their Web Shop services will allow for cross-platform measurement that enables developers to gain valuable player insights, estimate webshop and marketing efficiency, and increase the web sales channel’s performance.

Furthermore, this new addition will grant game developers the ability to gather and analyze user behavior and interactions on the web and inside the game, then compare metrics and gain valuable insights, all through easy-to-use dashboards. 

“This partnership with Xsolla promises to elevate measurement precision, enable user segmentation, and foster a deeper comprehension of customer flow, behavior, and engagement,” said Brian Murphy, AppsFlyer head of gaming. 

He further adds that “both AppsFlyer and Xsolla care deeply about delivering the best possible user experience and measurement capabilities to marketers, and this partnership will enable them to have greater control of their monetization strategies, budgets, and campaign insights.”

One prominent feature highlighted in this collaboration is that it not only provides the users of AppsFlyer, primarily utilized for mobile analytics, with the capability to track players’ data on the web but also aims to increase efficiency and provide better control over data for those striving to optimize and understand their digital customer journey. 

Meanwhile, Chris Hewish, CEO of Xsolla, shared that they are excited about the partnership as it marks a crucial step in providing support for mobile game developers. 

“The mobile sector continues to drive global gaming revenue and growth. The combination of Xsolla’s Web Shop solution and AppsFlyer unlocks a wealth of data-driven insights into player behavior and engagement, webshop and marketing effectiveness, and web sales channel performance,” he added. 

Singapore – Global adtech PubMatic and technology company SQREEM have announced a partnership to deliver AI-powered insights to advertisers programmatically through PubMatic’s Connect.

Connect is PubMatic’s audience solution, which allows advertisers to engage audiences through privacy-compliant solutions that perform — without relying on third-party cookies or outdated strategies.

SQREEM’s AI-powered analytics platform provides advertisers with unparalleled insights into consumer behaviour, allowing them to create highly targeted advertising campaigns that deliver better ROI and improved customer engagement. 

Moreover, SQREEM enables clients to map highly granular activities inside their target markets and convert those insights into targetable media segments. The outcome leads to significantly heightened media ROIs, impact on sales, market share, and other business objectives.

Brandon Lee, director of addressability for APAC at PubMatic, said, “We are delighted to partner with SQREEM to provide our customers with access to cutting-edge data insights. SQREEM’s AI-powered analytics platform can enhance advertisers’ ability to create highly targeted campaigns that deliver better results and improved customer engagement.”

Meanwhile, Ian Chapman-Banks, CEO of SQREEM, commented, “At SQREEM, we are committed to providing our customers with the most advanced data insights possible. We are excited to partner with PubMatic to make our data available through PubMatic’s Connect, providing advertisers with the tools they need to succeed in today’s highly competitive advertising landscape.”

Singapore – Dentsu International has announced the launch of its exclusive dentsu gaming data and insight capability which aims to help brands connect more authentically with consumers and become part of the gaming culture.

For the launch, two specialist sets of data were fused with dentsu’s proprietary Consumer Connection System (CCS) research panel data, including gaming data from GWI Gaming and dentsu’s proprietary Southeast Asian research on gaming attitudes.

GWI’s data is available across 21 markets globally, including nine markets in Asia-Pacific. On the other hand, Dentsu’s data came from six Southeast Asian markets such as Singapore, Indonesia, Vietnam, Thailand, Malaysia, and the Philippines. 

The data fusion allows brands to access high-fidelity portraits of gamers that encompass lifestyle and media attitudes, behaviours, and deep-rooted gaming habits. Moreover, the SEA data shows insight into gamers’ willingness to pay for in-game products versus similar real-life products. 

This is expected to open a new depth of insight available for strategy, planning, and activation.

Jamie McConville, dentsu gaming lead for APAC said, “The explosion of gaming genres and ways to play has led to an always-increasing variety of gaming behaviours. Our motivation-based segmentation provides an effective way for brands to identify relevant groups of gamers that consistently translate in every market and provide strong creative and behavioural insights for these audiences.”

This project is also in conjunction with dentsu gaming’s 42-page global report titled “dentsu: For The Game” last October, which includes an in-depth analysis of gaming culture and how brands can value-add to the gaming experience and develop a genuine and effective presence in the gaming ecosystem.

The said report also identified six gaming archetypes for brands to tap into. These archetypes have been named according to their primary motivations, such as “For The Revive”, “For The Hype”, “For The Party”, “For The Win”, “For The Immersion” and “For The Downtime”.

Prerna Mehrotra, CEO of dentsu Media APAC said, “There are an estimated 1.5bn people in Asia Pacific who game. Of these, over 40% are females and a quarter are Gen Z. 25% of them play to be part of a community, while 8% do it For The Win; to develop their skills and be praised.”

She added, “Simply grouping them together as “gamers” isn’t good enough. In the current economic context, marketers need to demonstrate how every dollar counts when building their brand. Therefore, it is critical brands are reaching the right audience and targeting effectively for maximum relevancy and to minimise wasted efforts as they venture into new virtual territory.”

Sunil Naryani, chief product officer for APAC at dentsu international also commented, “By supercharging our CCS data platform with proprietary gaming research data in Southeast Asia, we have built fully media-addressable gamer profiles which our clients can access for holistic insight across gaming preferences, media consumption habits and brand affinities, along with the ability to also activate these profiles today in their marketing campaigns for increased effectiveness.”

CCS and GWI’s fused data and insight are exclusive to dentsu gaming, and are accessible through dentsu’s agencies including Carat, dentsu X, iProspect, DENTSU CREATIVE, Merkle and the dentsu Japan network.

Established last year, dentsu gaming has been providing access to specialist strategy, activation, and original intellectual property (IP) development for brands seeking to connect with and navigate the gaming ecosystem.