Singapore – To continuously enhance creative tech advertising for businesses, Stellar Ace, the media and digital arm of Stellar Lifestyle, has signed a Memorandum of Understanding (MoU) with REVEZ Corporation’s wholly owned subsidiary REVEZ Motion for the advancement of next-gen digital interactive media in Singapore.
The opportunities include the adoption of REVEZ’s Metaverse, augmented reality, mixed reality, virtual reality, and a suite of cutting-edge technologies with 5G-ready capabilities as part of Stellar Ace’s expansion into an omnichannel advertising ecosystem. Both parties will also brainstorm ways to create Intellectual Property relating to digital creative initiatives. as well as conduct business feasibility, research, and development in the media industry to create new go-to-market experiential engagements.
PLONK, REVEZ’s MarTech platform, will be the first product in this collaboration to be launched. One of the region’s first web AR Content Management platforms makes AR campaign executions easy, cost-efficient, and consumers can view it easily with no app required. An immediate application would be the enhancement of social messaging communications such as Singtel location-based SMS. Traditional text will now come with an added AR experience for brand awareness and product showcasing through gamification to deliver consumer engagements.
“We look forward to enhancing our omnichannel solutions with REVEZ to include Extended Reality Technology and Metaverse. As we work on R&D for creative digital solutions, we aim to break new ground in the areas of digital innovation, engagements, and holistic insights in campaigns across our HOME, TRAVEL, EAT, SHOP & PLAY daily touchpoints platforms,” said Jeslyn Tan, managing director of Stellar Ace.
Meanwhile, Victor Neo, deputy board chairman and group CEO of REVEZ Corporation, commented, “REVEZ Motion is pleased to work towards more innovative and creative solutions. This will herald a new generation of advertising and digital creativity in campaigns. With Stellar Ace’s advertising ecosystem, we can extend more options to offer new edge creative experiences to customers.”
The last two years have changed the way consumers interact with brands. Apart from speeding up digital consumption, consumer behaviour continually shifted, even as brands press on and prepare for a more digital future. Increasing mobile internet penetration to 52 per cent by 2025 (up from 42 per cent at the end of 2020) is also resulting in more technologically savvy citizens; driving digital consumption on various platforms, with Southeast Asian consumers reportedly spending 414 billion hours online in 2021.
This increased consumption has also fuelled digital content production, especially in the advertising space. In Asia Pacific, the digital advertising market is expected to grow by 13.25 per cent annually, with a totally addressable market capitalisation of USD 2.9 billion from 2022 to 2031. Another global advertising forecast by MAGNA also suggests the same rampant growth, predicting digital and mobile campaigns to drive APAC advertising revenue to an 11.2 per cent increase and be worth USD 235 billion this year.
All these factors are contributing to the thriving digital economy in Asia Pacific, and it is up to brands and marketers to adapt to newer marketing strategies to capitalise on the shift. Today, many are already delivering personalised content across omnichannel platforms and creating successful mobile experiences that convert. With 8 out of 10 consumers surveyed by Forrester perceiving their world as ‘all digital’, brands have to question if their current content production process can meet these expectations.
Across every industry, major brands are becoming more reliant on technology to deliver engaging content and nurture new leads for higher revenue. In fact, up to 79 per cent of Asia Pacific marketers admitted to investing in marketing technology. This should not come as a surprise, since 80 per cent of consumers use digital platforms to discover and evaluate products and services online before actual purchase.
For companies to stay nimble and be able to continually wow customers, content production needs to become an increasingly important part of marketing strategy. The way it is produced is just as important as what is produced. In today’s lightning-paced environment where content could become immediately obsolete, the agility in content production requires brands to be agile-minded in their processes.
What does agile content development look like?
Firstly, an agile content development process utilises data science and an iterative approach to content optimisation and delivery. This enables the business to create solution-focused content and present its brand as an industry thought leader.
Three things to look out for in agile content development
To foster an agile content development process, brands must implement a strategy to create a full-stack solution. Here are the actions to create one:
Increase efficiencies, manage costs, and establish better processes.
Day-to-day oversight of the content production process across brands, agencies, vendors and countries helps stakeholders identify cost inefficiencies, and spot new trending opportunities quicker.
A centralised concierge to manage every aspect of content production.
Having all production data in one place, helps stakeholders access and manage all production activities more efficiently. From assessing production readiness, or Request For Proposal (RFP) programmes, this concierge enables greater transparency when it comes to timelines and costs. With the flexibility to produce content with the right selected partners, brands can mitigate risks – especially when it comes to media rights and getting sufficient production insurance.
Syncing your brand with the right strategy and ecosystem.
With marketing content being generated across a wide range of sources, in various markets and locations, stakeholders from agencies, in-house teams and media partners need to take a step back and assess their current capacity, processes and investments. Sometimes deviating from the norm can provide the brand with the best results, but many brands are tied with existing production partners, which can often frustrate processes. Hence, an aerial view of the business gives more options to the brand.
The future of content production is agile
As consumer behaviour continues to sporadically transform, brands that are aiming to ride the wave of market relevance need a strategy that can help the business pivot faster and stay nimble. The ability to engage and capture attention will keep business booming, and it is important for brands to stay ahead
of competitors. For profits to keep flowing, the business needs to be adaptable, and traditional approaches constrain that.
A new standard has arrived, and it is time to embrace something better and faster or choose to hold on and stagnate. The decision is yours.
This article is written by Jonathan Parker, managing director of Advertising Production Resources for EMEA & APAC.
New York, USA – Global independent marketing consultancy, R3, has launched a new suite of digital tracking services to help marketers assess how their social, influencer, search, and e-commerce marketing measures up against others in their industry.
The new services, namely SocialTrack, InfluencerTrack, eCommTrack, and SearchTrack, have been developed to deliver business-relevant metrics that help marketers improve performance across four key areas of marketing. Each digital tracking service uses bespoke audits available on a quarterly or annual basis to deliver in-depth reports with customised, strategic, and tactical recommendations.
SocialTrack identifies performance gaps, including which markets are overexposing ads or under leveraging paid ads on social media, while InfluencerTrack analyses influencer quality, competitor performance, and influencer effectiveness on a quarterly basis.
Meanwhile, eCommTrack delivers a quarterly or annual evaluation of brand and competitor experience, product ratings and reviews, SEO visibility, and share-of-shelf, amongst others. And lastly, SearchTrack produces a quarterly report on Search Performance, looking at always-on and tactical search campaigns at a keyword level.
Greg Paull, co-founder and principal at R3, noted that R3’s new suite of digital tracking services presents decision-makers with strong supporting data that supports strategy and investment, and provides insight into key implications for their brand.
“Our approach is different from other evaluations on the market in that they go beyond numbers. Each service delivers quantitative benchmarking of key metrics, success factors for the channel, best practice guidelines, and insight into creative and innovative strategies used by competitors across a variety of digital channels,” said Paull.
The Philippines –MARKETECH APAC‘s What’s NEXT returns this year with a stronger push to bring the industry together through a variety of knowledge-sharing activities. MARKETECH APAC will continue to feature thought-leadership articles written by renowned marketing leaders to cover various marketing areas, as it did last year.
With MARKETECH APAC‘s ongoing push to create relevant video content, we will gather the best in the industry this year and sit down with them to discuss how marketers can prepare for the upcoming year of marketing opportunities and challenges.
True to its mission of creating a well-connected marketing community in Asia Pacific, What’s NEXT 2023 concludes with a two-day hybrid conference, What’s NEXT 2023: Marketing in Asia Pacific, on February 21-22, with at least 120 physical attendees in Manila and 1,500 virtual attendees from various markets in Asia Pacific.
The conference will spark offline and online discussions about digital, e-commerce, customer engagement, CX, esports, research, B2B, metaverse, and other relevant topics that will help marketers future-proof marketing strategies.
MARKETECH APAC’s What’s NEXT 2023 will be a go-to platform for checking out the marketing industry’s new trends, opportunities, and challenges to be explored in the region through this holistic approach.
Singapore – Singapore-based telecom ViewQwest, has partnered with Hong Kong’s telecom and technology solutions provider HKBN Enterprise Solutions (HKBNES) to both elevate their regional capabilities in providing ICT and digital transformation (DX) services to customers in APAC, especially for large regional retailers.
By combining ViewQwest’s extensive regional network with HKBNES’ one-stop digital solutions, the two companies will be able to further strengthen their regional capabilities to create win-win-win outcomes with customers.
Moreover, leveraging HKBNES’ competitive ICT and digital solutions capabilities, ViewQwest will be working with HKBNES in deploying digital transformation services in Hong Kong and Macau. Both will be establishing a colocation facility in HKBN’s data centre, providing on-ground technical and engineering support to ViewQwest’s customers in Hong Kong and Macau, including software and hardware installation and troubleshooting services.
Vignesa Moorthy, CEO of ViewQwest, shared that their partnership with HKBN leverages their deep knowledge and experience in the Hong Kong and Macau market, and it will enable them to better serve their customers with regional operations.
“This combined play marks a significant milestone in our journey and mission to help our customers build and transform their network and security architecture with confidence, streamlining operations, driving cost-savings, and enabling business agility,” said Moorthy.
Meanwhile, William Ho, co-owner-to-be and CEO at HKBNES, noted that this is a unique growth opportunity to further enhance their position as one of the most trusted ICT and digital transformation solutions providers, as they can more dynamically meet their customers’ diverse business and strategy needs – like expanding into overseas markets.
“This world-class partnership will strengthen HKBNES’ footprint in Singapore, and provide us with a solid foundation for accelerated development and growth in the Southeast Asia and APAC markets,” said Ho.
Singapore – WPP creative company Superunion has unveiled its proprietary design technology which enables brands to create innovative digital experiences and build meaningful connections with their audiences. This new offering includes generative design and metaverse experiences, in addition to established motion design expertise.
The new creative technology service was developed by the Superunion Asia team across APAC and China studios, led by Jessica Tan, Superunion’s digital director for Asia, and Paola Demichelis, Superunion’s digital designer. By applying technology and digital art, and connected to data, the tools enable brand owners to generate limitless creative assets in record time, within the parameters of their brand identity, giving them creative control, and a platform to express their creativity, over their own brand.
Moreover, the tool has been put to use by multiple Superunion clients to ensure brand innovation and coherence after the creation of brand guidelines. After defining the brand rules with the client, Superunion codifies what makes the design unique, creating a set of design rules. These are then built into a series of algorithms and codes to build bespoke software, along with the UI and UX interfaces integrated into the final tool.
The generative design tool is also complemented by the launch of the Superunion metaverse offer for clients looking at the next generation of digital experiences to engage their employees and external audiences through gamification and creative possibilities of Web 3.0.
With Superunion expanding its portfolio of services, the company will be able to act as a creative partner for the world’s biggest businesses across multiple sectors and geographies.
Tan shared that creative technology is a core aspect of their Superunion proposition, along with digital-first brand creation and the exploration of the opportunities of the next generation of internet experiences.
“We believe in handing power to our clients and their creative teams, and our creation of these expansive systems enables this. Clients can use the design rules of their brand and create an almost never-ending suite of assets to suit any need over time and let their own creativity free. This is where Superunion has come into its own and where we see the opportunity for growth, globally,” said Tan.
Meanwhile, Ambrish Chaudhry, Superunion’s managing strategy director for Asia, said that their creative technology offer has already changed the way they think of branding and design at Superunion.
“It’s helped us to think screen -first, be agile around [the] adoption of our work and to play an even more consultative and partnering role for our clients. The opportunities are truly boundless and if client response is something to go by; then we are well poised to write the next chapter of brand and product identities for some of the largest businesses globally and in Asia,” said Chaudhry.
Singapore – B2B marketplace Proxtera together with the Monetary Authority of Singapore (MAS), International Finance Corporation (IFC), and the United Nations Development Programme (UNDP), has launched an open financial education and action programme for MSMEs in Asia and Africa, which will be called, the ‘SME Financial Empowerment (SFE)’ programme.
The programme is a digital portal operated by Proxtera that aims to help MSMEs build foundational digital financial literacy skills, and gain a good understanding of cross-border financial services relevant to MSMEs, to help them thrive in the post-pandemic digital economy. It was rolled out last 14 June 2022 with market partners in Asia and Africa, starting with Ghana, India, the Philippines, and Singapore, and will benefit more than 400,000 MSMEs across both regions.
In addition, the SFE programme will be covering three key areas as a focus for 2022, namely Essential Financial Digital Skillset, MSME Financial Services, and Digital Economy Access & Growth. It will also be providing two certification courses that were developed in collaboration with UNDP, IFC, MAS, Singapore University of Social Sciences (SUSS) and the Global FinTech Institute (GFI), namely Foundational Financial Literacy and Global Financial Literacy.
Saurav Bhattacharyya, Proxtera’s CEO, commented that they are proud to be the exclusive lead partner of the programme, and running the programme office that ideates, manages, and implements the rollout.
“The SFE programme stays true to our mission of supporting MSMEs, by upskilling them to understand financial services and how best to tap into the digital marketplace effectively and globally. SFE provides that first step for individuals to embark on a journey of digital transformation, where their understanding and digital competencies mature over time, and they become part of an integrated ecosystem that allows them to truly trade business-sans-borders,” said Bhattacharyya.
Malaysia – Malaysian telecom company Telekom Malaysia is making an interesting stride in content marketing with its newest insights hub – its Official TM Blog. The content destination will be providing direct access to thoughts and insights from the group’s top leaders and subject matter experts in the telco and technology sector.
Following the footsteps of some of the world’s biggest tech firms, the blog intends to become a one-stop information centre for key decision-makers, analysts as well as the media, allowing them to get the latest industry happenings, new ideas, analyses as well as trends in digital technologies and transformation, sustainability, organisational culture and various other exciting topics.
Written to engage and inspire an informed global audience, the articles are clustered into four segments namely Ideas, Trends, Achievements, and Insights.
The Official TM Blog is updated monthly, and is accessible from the main page of its corporate website.
Sri Lanka – Despite the turmoil brought by the new COVID-19 Omicron variant as well as the economic issues the country is facing, Sri Lanka’s advertising scene is set to grow by 16% by 2023, which will be dominated by digital formats. This is according to the latest data from Mediabrands’ MAGNA.
According to the insights, Sri Lanka’s advertising market grew by over 10% in 2021. However, it is feared that this growth forecast might change in the near future amidst economic instability in the country, as well as facing a consumer price inflation crisis.
In other mediums, linear formats will also see some growth this year, though on a smaller scale. Meanwhile, television (+3%) and radio (+5%), and OOH (+13%) will see the strongest growth while print will decline slightly (-5%).
“2023 will bring continued recovery for most linear ad formats, with the exception of print, but over the long term, we anticipate digital will continue to gain market share at the expense of linear media channels,” the report said in a statement.
As evident across APAC, digital is the backbone of growth, with all digital formats expected to see another year of double-digit growth: video by over 52%, social by over 25%, search by over 21%, and display by over 18%. In total, digital advertising revenues will reach US$131m, or a 37% market share regionally.
Digital ad spend on Android devices has soared 23% from 2021 to 2022 reaching USD 2.7 billion in Q1 for APAC alone, according to an AppsFlyer study. This shows both growth and opportunity, which also means more competition for app marketers out there.
To add to the list of challenges, the industry experienced major shifts in privacy policies – such as the iOS14+ update that shook the world in April 2021. Indeed, we are only a few years away from Android’s privacy update coming into play. So, with the growth of the industry coupled with the volatile landscape of privacy, it is extremely important for app marketers and developers to make data-driven strategic decisions that help them stand out from the crowd.
Supporting data metrics to help your mobile app stand out
1. ATT Prompt Opt-in Rate
According to AppsFlyer’s data, in APAC alone, 57% of apps have implemented the ATT prompt and 46% of users have opted-in to the prompt. This shows a generally optimistic response from consumers willing to consent to data tracking.
Despite the region displaying positive sentiment towards data tracking, it is still important for marketers to continuously improve their ATT user consent rate. Using ATT opt-in rate as a KPI for your team would enforce a clear target around how to improve consent. Running A/B tests on both the pop-up and pre-pop up screens could help make a real impact among your user bases. A 1% increase in opt-in rate would unlock at least hundreds to thousands of app users for re-engagement if they churned.
2. Optimising conversion value setting
The SKAdNetwork Conversion Value represents an action performed by users in an app. For example, a purchase within the app, or completing a specific level in a video game. This value is later attributed to the source of install to enable campaign measurement.
There are many ways you can utilize the conversion values. From basic strategies to calculate revenue to advanced combo-split strategies to understand cohort data, deterministic signals, value prediction, and revenue simultaneously; it is important to optimize your conversion value settings to understand your users effectively.
3. LTV & ROAS metrics
In 2022, app marketers are acclimating to the loss of user-specific data. With these shifts, marketers are incentivised to place a larger emphasis on lifecycle marketing to make up for the reduced returns of remarketing campaigns. Acquiring the most valuable users for your app now requires a strong understanding of your highest performing channels, campaigns, ad sets, and creative variations: often measured using LTV and ROAS (Return on Ad Spend) metrics.
Privacy-centric methods in attaining data
Beyond the three data points mentioned above, marketers can explore other metrics to navigate the user-centric digital world we face today. A few suggestions include:
1. Embracing more non-SKAN forms of measurement
2. Using probabilistic measurement methods
3. Modeling conversions
Keep an eye out for up-and-coming technologies to help measure marketing effectiveness. A prominent example is Data Clean Rooms (DCRs): a sandbox environment to help marketers collect, analyze, aggregate, and share data of all kinds, across both internal and external stakeholders.
Maintaining your user retention rate above industry benchmarks is a key success indicator for today’s mobile-first businesses. Modern technology delivers a lightning-fast user experience, helping marketers successfully execute the coveted ‘consumer is king’ approach. Another key factor fueling off-the-chart retention numbers is the ability to connect existing data with a holistic view of every user journey across platforms, channels, and devices. Technology is the foundation of every marketing tech stack, cementing its place as the source of truth for marketing data.
This article is written by Naval Handa, marketing analyst of AppsFlyer for APAC.
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