Marketing Featured Southeast Asia

What do Singaporeans think of Grab’s shortened grace waiting period?

Singapore – Superapp Grab in Singapore was under fire in recent weeks following its decision to shorten the grace waiting period. In the new decision, users will be automatically charged a waiting fee of S$3 per five-minute waiting block if they keep the driver waiting for longer than three minutes. Meanwhile, a S$4 fee applies if a passenger cancels a booking more than three minutes after accepting one.

This decision has angered some consumers, leading to Singapore’s Transport Minister S. Iswaran questioned in Parliament on the Government’s supervision over ride-hailing platforms.

This was evident with the latest data from the latest YouGov BrandIndex that shows that Grab’s Buzz, Consideration and Customer Satisfaction scores among Singapore residents who say they are very to somewhat likely to use transport providers all significantly declined shortly after its new grace waiting period came into force.

In terms of media metrics, net Buzz scores, which measure whether consumers have heard more positive or negative things about a brand in the past two weeks, fell from 17.9 on 18 July to -2.6 by 1 August, indicating that more consumers heard negative than positive things about the brand.

Meanwhile, Grab’s Consideration scores, which track the percentage of Singapore residents who would consider using the platform in the next month, lost nearly 20 points from 47.1 on 18 July to 27.3 by 1 August, while the brand’s net Customer Satisfaction scores, which measure whether Grab’s current customers are generally satisfied or unsatisfied with the brand, dropped 14 points from 27.4 on 18 July to 13.0 by 1 August.

Lastly, data from YouGov BrandIndex shows that Grab’s Buzz, Consideration, Customer Satisfaction scores all started on an upward trajectory in the days after the parliamentary statement. Notably, net Buzz scores returned to positive territory of 1.4 by 4 August. However, the platform’s net Corporate Reputation scores, which improved from 2-3 August, declined again from 3-4 August.

Technology Featured Global

dentsu Media to utilize media analytics Comscore for localized market insights

Virginia, USA – dentsu Media has expanded its existing partnership with media analytics company Comscore which will add dentsu’s M1 advanced audiences platform to its local market agreement.

One of Comscore’s services is instigating change in television measurement by enabling the adoption of advanced audiences and the move to impressions, which allow the industry to go beyond age and gender and evaluate based on consumer behaviors, interests and lifestyles.

“We believe in the meaningful progress that our agencies can deliver for our clients through the use of M1’s advanced audience capabilities for local investment, and Comscore’s transformative approach to data and currency makes us even stronger,” said Jennifer Hungerbuhler, EVP, managing director, local video and audio investment at dentsu Media

She added, “Furthermore, the integration of over 10 million additional households into Comscore’s measurement footprint was a real driver for us, and we look forward to transacting on the audience-based data in 2021.”

Meanwhile, Carol Hinnant, chief revenue officer at Comscore commented, “We are excited to continue our partnership with dentsu Media. They are forward thinkers and we are proud to expand our efforts with them.”

Platforms Featured Global

YouGov widens esports fan profiling with newly enhanced tool

London, United Kingdom – Market research company YouGov has announced upgrades to its online tool Global Fan Profiles, an insights service platform, which now includes tracking of fan sentiments regarding esports globally.

Initially, Global Fan Profiles is built upon more than 300,000 interviews per year collected on a continuous basis. It provides an instant view of the size, make-up, attitudes, and behaviors of fan bases in 32 key esports markets including the United States, China, India, Brazil, Germany, South Korea, and Malaysia.

Furthermore, the online tool is designed to help properties, sponsors, and rights holders identify the size of their fan bases, who their fans are, how fans consume content, and how they align with the thousands of brands and audience trends YouGov tracks on a daily basis.

According to the company, the enhanced Global Fan Profiles means shedding light on the nuisance marketers often face when dealing with the specifics and market base for the esports industry.

“It gives an instant view of fan bases around the world, providing comprehensive and precise data across 200 leagues, 50 events, 45+ game titles, and 2,000 teams in sport and esports. Subscribers can easily create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fan bases,” the company said in a statement.

YouGov Global Fan Profiles provides a much deeper dataset than just isolated esports and sports attitudes. Subscribers can connect data across sport and esports with core demographics, media consumption, brand preference, and interest, as well as following, viewing, and awareness.

Some of the benefits also include:

  • Sponsorship: Develop compelling propositions using real data on the number of fans a title, league or team has, who they are, and how they align with potential sponsors 
  • Esport properties: Create side-by-side comparisons of individual game titles, leagues, events, tournaments, and team fan bases 
  • Marketing: Use media consumption data to more effectively and efficiently reach target consumers 
  • Strategy: Assess international market differences in fan base size and make-up to inform strategic plans and decisions 
  • Broadcast: Prove growth and composition of a fan base to support broadcast negotiations 
  • Sponsor activation: Use fan profile data to create laser-focused activation strategies with real impact 
  • Benchmark: Compare fan bases with key competitors for internal analysis or external validation 

For Nicole Pike, YouGov’s global sector head of esports and gaming, the Global Fan Profiles tool can aid in “moving the conversation away from generic ‘esports fans’ and toward a more nuanced view of the distinct fan bases within this growing space.”

“Esports is such a valuable and fast-developing industry that properties, partners, and rights holders deserve to have accurate and always-on data at their fingertips. Sponsors are getting more sophisticated about how and where they choose to invest in the space, and YouGov Global Fan Profiles is the most comprehensive, in-depth, and valuable dataset in the market,” Pike stated.