Tag: Social Media

Doha, Qatar – Taking storytelling to new heights, Qatar Airways has introduced Sama, the world’s first AI-powered digital human cabin crew, designed to engage and inspire a global audience on social media.

Unveiled at ITB Berlin 2024, Sama is the new face of Qatar Airways, representing the airline’s commitment to blending innovation with emotional engagement. As the first digital human cabin crew on social media, Sama aims to engage a digital audience with relatable and inspiring content.

Through her Instagram account, @SamaOnTheMove, Sama shares a vibrant mix of travel tips, personal stories from her layovers, and exclusive insights into some of the world’s most captivating destinations.

Whether sharing hidden gems, travel tips, or behind-the-scenes moments into life as a cabin crew, Sama showcases Qatar Airways’ 170+ destinations in a fresh, engaging way, inviting followers to explore new cultures and traditions.

Babar Rahman, senior vice president of marketing and corporate communications at Qatar Airways, said, “Introducing Sama on Instagram is an extension of our vision to blend human connection with technological innovation. Sama is not just a digital human; she’s a reflection of how we see the future of travel—personal, engaging, and deeply connected to the experiences that matter. Her presence marks a step forward in how we humanise our brand and create moments that resonate with our global audience.”

Singapore – TikTok has announced launch of Messaging Ads in Asia Pacific, aimed at empowering businesses to connect directly with customers through seamless, interactive conversations. For TikTok, these innovative ad solutions open up new opportunities for advertisers to engage meaningfully with TikTok’s dynamic community and beyond.

TikTok’s Messaging Ads are now available in Australia, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Thailand, Vietnam, and Singapore.

The platform now offers two distinct options: Direct Messaging Ads and Instant Messaging Ads. 

Direct Messaging Ads allow users to engage with businesses directly within the TikTok app, making it simple to start conversations without leaving the platform. Meanwhile, Instant Messaging Ads redirect users to third-party messaging services like Facebook Messenger or WhatsApp, enabling businesses to connect with customers on their preferred apps for a smooth and personalised interaction. 

TikTok Messaging Ads are also tailored to help businesses achieve essential goals by leveraging the platform’s unique capabilities. These ads enable companies to reach new customers by tapping into TikTok’s vibrant and diverse community, expanding their audience and customer base. They also shorten the path-to-action by facilitating two-way communication that empowers customers to make informed decisions and act quickly. 

Additionally, businesses can instantly qualify leads by identifying high-quality prospects ready to convert through real-time conversations. By engaging with customers where they are, these ads help foster stronger relationships, placing customers at the center and driving long-term value and loyalty.

Brands in the region who have already tested out Messaging Ads include beauty brand Clyn Thailand, beauty clinic Phương Đông, and home cleaning SMB HydroClean Indonesia.

“The launch of Messaging Ads in APAC marks a new chapter for businesses looking to engage with TikTok’s diverse audience. With the power to reach new customers, streamline interactions, and build deeper connections, TikTok Messaging Ads provide the tools advertisers need to succeed in today’s digital landscape,” TikTok said in a press statement.

Kuala Lumpur, Malaysia – The Malaysian Communications and Multimedia Commission (MCMC) has recently published the Code of Conduct (Best Practice) for internet messaging service providers and social media service providers. This is done with the aim that service providers uphold online safety and security, particularly for children and vulnerable groups.

The Code of Conduct was developed to support the regulatory framework for Internet messaging and social media service providers, which sets out best practices for adoption by service providers in addressing harmful content online, as well as other relevant conduct requirements. 

MCMC has expressed gratitude for the feedback received during the public consultation on the Code of Conduct (Best Practice). It has also highlighted that public input played a crucial role in shaping the code to address evolving challenges in the online space while fostering a safer and more secure digital environment for all Malaysians.

To support its implementation, MCMC will offer guidance to ensure the code’s effectiveness in promoting online safety and security. It also plans to periodically review the code to ensure it stays relevant and capable of addressing new and emerging challenges in the digital landscape.

Some of the best practices included in the code are enforcing these companies to have a moderation team based in Malaysia, enhanced accessibility of sites and services for other demographics, and overall safety for children using these services online.

The release of the code is in line with the country’s imposition of social media and messaging services needing to apply for a license to operate in the country. So far, Telegram and Tencent (WeChat) have started the process of obtaining the required license to operate their platforms in Malaysia.

Hong Kong – As the peak travel season approaches, Uber Hong Kong, in collaboration with Omelette Digital, has launched the ‘Airport Code War’—a two-week interactive social media campaign spotlighting the travel hurdles Hong Kongers face when journeying to the airport from different districts.

The campaign kicked off with an Instagram Reel featuring local celebrity Neo Yau, who shared his frustration over the challenges of getting to the airport while preparing for the Taipei Golden Horse Film Festival. Pledging to help fellow travellers, Yau promised to work with Uber HK to secure promotional codes.

The next day, Yau announced he had secured 5,000 promo codes and officially launched the Airport Code War. Hosted on the newly created Instagram page @airportcodewar, the campaign invited residents from all 18 Hong Kong districts to vote for their neighbourhoods to win geo-targeted promo codes. Humorous, district-specific content further engaged the audience and fuelled the friendly competition.

Created by Omelette Digital, Uber HK’s campaign unfolded with unexpected twists and surprises over its two-week run. A playful rivalry within Neo Yau’s production company, Trial and Error, added to the drama as Hui Yin and So Chi Ho—staunch supporters of Kwun Tong—challenged Yau, who backed Tuen Mun.

The competition gained momentum as more social influencers joined, championing their neighbourhoods and urging residents to vote for promo codes. Two rally events further amplified awareness, sparking lively discussions and widespread sharing across local district Facebook groups.

Eric Ling, demand growth lead at Uber HK, shared, “December stands as the peak month for airport activity with the highest volume of both inbound and outbound traffic. This promo-driven campaign enables us to influence riders’ decisions when selecting their mode of transportation to the airport.”

Andrea Choi, creative director at Omelette Digital, also said, “It all started with a simple local insight, and it has been a rewarding experience to leverage Hong Kongers’ affection for their districts and witness the unfolding of this fun-filled battle. For us, this campaign feels like an experiment – anything could have happened despite our meticulous planning and intensive research. We cannot thank the client enough for the unwavering trust.”

The Airport Code War wrapped up on December 18, with Sha Tin District claiming victory and earning 2,500 50%-off promo codes. To celebrate the travel season, Uber HK also released 15,000 25%-off promo codes as a merit reward for all Hong Kongers gearing up for their vacations.

Singapore – Integral Ad Science (IAS) has announced and exclusive first-to-market content-level brand safety and suitability measurement for advertisers on Kwai for Business, the commercial platform of social media video app Kwai.

This partnership with Kwai supports IAS’s long-term international expansion strategy. Advertisers focused on LATAM and APAC markets now have an additional layer of trusted, third-party transparency. In Brazil and Indonesia alone, they will be able to reach a base of over 100 million monthly active users. 

Powered by IAS’s Multimedia Technology, IAS Brand Safety and Suitability Measurement for Kwai utilizes responsible AI for frame-by-frame analysis, combining image, audio, and text signals to accurately classify content at scale, including misinformation, aligned to industry standards. 

Moreover, Through trusted, third-party daily reporting in IAS Signal, IAS’s unified reporting platform, advertisers can ensure their ads are driving engagement and reaching real users with key metrics including Viewability, Time-in-View, Percent Completed, IVT Rate, and more.

Marcia Byrne, managing director for LATAM at IAS, said, “We are excited to enhance IAS’s partnership with Kwai for Business, as we empower Brazilian and Indonesian marketers with a best-in-class solution to improve media quality and reduce brand risk. Now, advertisers have additional assurance that their ads on Kwai reach real users in brand-safe and suitable environments.”

Meanwhile, Vitor Yu, general manager at Kwai for Business LATAM, commented, “Third-party measurement is critical to Kwai, and demonstrates our commitment to building a safe environment and providing advertisers with the right tools they need to grow with Kwai. Our partnership with IAS equips our clients with the precise insights to understand where their ads are appearing and how they’re performing on Kwai so they can continue to meet their campaign goals on our platform.” 

Singapore – A new report from MAGNA has indicated that global media owners’ ad revenues have reached US$933b in 2024, seeing up 10% in increase in line with mid-year expectations. For the media owners, the growth is driven by a combination of factors including cyclical events, digital innovation, and industry shifts.

Traditional media owners (TMO), encompassing television, radio, publishing, out-of-home, and cinema, saw a remarkable 4% increase in ad revenue, reaching US$274b. This marks the strongest performance in 14 years, excluding the post-COVID recovery of 2021. Key factors contributing to this growth include a record number of cyclical events like elections and major sporting events, as well as a 12% surge in non-linear ad sales, particularly ad-supported streaming, which now accounts for 25% of total TMO ad revenue.

Meanwhile, digital pure players (DPP), including search, retail, social, and short-form digital video, experienced even more substantial growth, with ad sales increasing by 13% to US$659b. This growth was fueled by strong performance in search/commerce ad formats, short-form video, and social media. Organic growth factors such as increased competition in e-commerce, the rise of retail media networks, advanced AI targeting, and improved monetization of short vertical videos further propelled DPP growth.

While the global ad market experienced a strong first half, growth slowed in the second half. However, the US market remained the largest, accounting for US$380b, followed by China at US$155b. Key dynamic markets in 2024 included France, the US, India, and the UK, while growth was more subdued in Japan, Canada, China, Germany, and Australia.

Industry-wise, CPG/FMCG, Government, Betting, and Finance were among the fastest-growing verticals, while Tech recovered and Travel slowed down. In 2025, MAGNA expects Auto, CPG, and Tech to be dynamic sectors.

Moreover, the ‘Big Three’ digital media owners, Google, Meta, and Amazon, continued to outperform the market, with ad revenue growth of 11%, 22%, and 21%, respectively. Their combined market share reached 51% of global ad revenue and 61% outside of China.

Looking ahead to 2025, the report forecasts the global ad market to grow by 6.1%, approaching the trillion-dollar mark.

Vincent Létang, EVP of global market research at MAGNA, said, “The strong growth of advertising spending in 2024, despite a challenging economic environment, was of course driven by an unusually high number of major cyclical events but, more fundamentally, media innovation is what attracts a growing share of marketing budgets into advertising formats.” 

He added, “Digital pure-play ad formats (search, retail search, social and short form video) are fueled by the rise of commerce media redirecting billions of dollars from trade marketing into digital formats. The growing reach of ad-supported CTV streaming makes cross-platform long-form video more attractive to advertisers as it now offers scale on top of addressability and brand safety. With no major cyclical drivers in 2025, MAGNA expects ad spend growth rates to slow, but the organic factors will remain at work, stabilizing TMO ad revenues, and growing DPP ad sales.”

Singapore – Risk-taking and conscious consumerism are among the key trends that is set to shape social media in 2025, according to socially-led agency We Are Social’s latest report. 

We Are Social’s report has found that 59% of marketers are taking more risks by producing unusual content and forging partnerships with divisive creators. 66% of marketers have also boosted their ethical and sustainability messaging with more people becoming conscious consumers.

Additionally, the report emphasises the shift to a more relaxed and less-pressured online environment. It shows how the internet has become a place for escape, reminiscent of the 2000’s online space. 

Meanwhile, content creators are significantly shaping popular culture online, resulting to audiences delving more into entertainment. 

Fandoms are also trending, resulting to marketers gate-keeping content for intimate experiences. This includes customer-only initiatives and closed social channels.

Mobbie Nazir, We Are Social’s global chief strategy officer, said, “We know that a lot of people feel overwhelmed by their online experiences today; even spending time on social can be exhausting at times. That’s why it’s been so encouraging to see the emergence of ‘The Liveable Web’ as a theme this year – separating joy from progress and prioritising slower consumption. We also see more audiences actively seeking out more raw emotion and less sanitisation; this in itself is a creative gift to marketers everywhere – particularly those willing to take a few risks.” 

“Think Forward 2025’s predictions about the direction of social content highlights some really exciting trends for the creative minds in our industry. We can see that joy is creeping back into social, and this offers huge opportunities to the brands who are willing to lean into this. However, it’s clear from the survey responses that marketers are still falling behind when it comes to the vernacular of the online world – to really understand the fast moving and complex social, you have to be embedded in it,” Paul Greenwood, global head of research & insight at We Are Social, commented. 

Singapore – Global adtech company PubMatic has been selected by social media platform X, formerly known as Twitter, as its supply side platform (SSP), which has been announced by PubMatic CEO Rajeev Goel during the company’s latest earnings call for its third quarter.

“We are particularly excited to launch advertising with X, formerly known as Twitter, which serves more than 335 million users. Historically, X had only accessed social media ad budgets. They selected PubMatic as an SSP partner, opening up their traditionally closed ecosystem to tap into the 26 billion in open internet native display and video ad spend,” Goel said during the earnings call.

It is worth noting that prior to Musk’s takeover of the company, the social media platform never opened up its ad inventory to outside vendors, and instead brokered deals with advertisers directly.

Goel remarked during the earnings call that there is an increasing trend amongst social media companies to extend their offerings outside of their traditional ones.

“Another vector for our long-term growth includes social media companies entering the open internet arena, as they expand their ad businesses outside of their own walled gardens. To do this, they need solutions to help them monetise their audiences, curate their inventory, and access open internet ad budgets,” he said.

The announcement signals Elon Musk’s objective to woo advertisers back into the platform. Earlier this year, X had reached an agreement with Unilever regarding partnership in the platform. It should be noted that Unilever was one of the companies included in X’s advertising boycott lawsuit back in August that also included the World Federation of Advertisers (WFA), Mars, CVS Health, and Ørsted.

Elon Musk has a complicated history with advertisers, as he once told them to “go f— yourselves” back in November 2023, citing that advertisers are blackmailing him with advertiser money. 

This tone changed when he was confronted by WPP CEO Mark Read Theatre during a discussion at Cannes Lions 2024. In it, he clarified that his previous remarks weren’t targeted to advertisers as a whole and also agreed that advertisers have a right to appear next to content that they find compatible with their brands.

United Kingdom – We Are Social has been appointed by Carlsberg Group as its global social media agency of record.

We Are Social’s UK office won a competitive pitch to secure the work, and will now collaborate with Carlsberg Group across strategy and creative campaign development, as well as social-first content production through We Are Social Studios.

The agency’s scope includes key brands like Tuborg, Somersby, and 1664 Blanc, with campaigns spanning multiple global markets. It will collaborate closely with Carlsberg Group’s global media agency of record, iProspect.

Henna Mertsola, global digital marketing & media director at Carlsberg Group said, “We were impressed by We Are Social’s combination of creative reputation and global reach, and their ability to bring new technologies into our social approach. We’ll be collaborating to create more globally consistent and social first content and bring new and fresh ideas to our brands. We’re looking forward to seeing the work come to life.”

Meanwhile, Lisa Austin, client partner at We Are Social, commented, “We’re thrilled to be working with such a progressive business as Carlsberg Group, with brands who genuinely want to create cutting edge work.” 

Singapore – Effective 1 November, Leverate Group will take over creative and social media management scope for Southeast Asia, as well as spearheading the end-of-year festive campaign for Häagen-Dazs. 

Leverate Group, with its headquarter in Jakarta, Indonesia, has been tasked to lead social media strategy and creative development for Häagen-Dazs in 3 key markets: Singapore, Thailand and Malaysia. 

“Social media is an important communication channel for Häagen-Dazs to reach our target audiences and what Leverate team has brought to the table shows their deep understanding of the channels which will help us drive further engagements with them” said Tya Close, head of marketing of SEA at General Mills. 

On top of the social media scope, Leverate Group will also develop 2024’s festive campaign strategy and creative development, through an omnichannel approach. 

“We are very excited and honoured to be able to work with one of the legendary brands for this region. Häagen-Dazs is known for its relentless pursuit and dedication to making the best ice cream for their fans, therefore we will put our best efforts into bringing those brand experiences to  life in a refreshing and innovative way,” said Monica Hynds, MD of Leverate Group, Singapore.