2016 digital trends
TRANSCRIPT
BuzzFeed signs a deal with Yahoo Japan -‐-‐ their first local partner for an internaAonal
launch
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Measurement via Business ObjecAves 1
Marketers want to understand if their campaigns are driving brand awareness, engagement and conversion. Only by understanding performance on a deeper level will they be able to measure the ROI on their markeAng spends. 2016 calls for a new metric that puts media KPIs against business objecAves.
Harnessing Dark Social 2
More content is being shared privately rather than publicly as consumers move towards the
more inAmate world of “dark social” such as one on one messaging apps. How will this facilitate
direct interacAon between brands and their fans?
Lee Jeans launched a campaign in China to promote their heat-‐retaining denim. Consumers tracked their movements using the Warmth Tracker WeChat app and collected “Warmth Index points” to earn denim products and access to exclusive events.
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Plaform is King 3
As the big digital players move towards keeping audiences within their plaforms (aka: “walled gardens”) content needs to be opAmized accordingly. It’s no longer a one size fits all model. Brands will need to opAmize for on-‐plaform success and conversaAon, and minimize CTAs and clickthroughs.
CONSUMERS ARE USING PLATFORMS DIFFERENTLY – ABSORBING RATHER THAN SHARING
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Twi$er becomes more like FB, with both pla6orms catering increasingly towards news stories.
Contextual Omnipresence 4
It’s no longer just about an omni-‐channel approach. Consumers use different channels in different contexts and they key is understanding why. New contexts mean new opportuniAes that extend beyond channels.
Tailored Video 5
Social video will get more crowded and complicated. SyndicaAon is dead; new and immersive content formats must be developed. Videos must be tailored for each plaform, opAmized for the audience and cultural norms of each, and must have a unique paid and influencer strategy for each plaform.
Virtual Reality almost Reality 6
Facebook and Youtube 360 video are interim steps in immersive video. With the two biggest plaforms offering this, virtual reality is only a few steps away. Content needs to be created with this new format in mind.
SUBWAY SENDS 450 PEOPLE TO NYC FOR LUNCH
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Passers-‐by in London were invited to taste Subway’s NYC-‐inspired sandwich. They took a seat in an iconic yellow cab and put on a Samsung VR headset that immersed them in New York City’s sights and sounds, as they ate their sandwich.
Ad Blocking 7
Ad blocking will turn all eyes to social – Facebook Instant arAcles; Apple News; Snapchat Discover will all serve ads within the ecosystem and there will be a shiI from programmaAc display ads to more naAve formats.
GEICO’S CLEVER PRE-‐ROLL ADS ARE UNSKIPPABLE
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“You can’t skip this ad because it’s already over” Instead of pestering you to watch the ad, they challenge you not to watch it. And you can't take your eyes off it.
Cross Screen Dream 8
Smart adverAsing for brands will be about engaging with audiences, not devices. It’s important to connect smart devices together to truly understand who that single user is as they begin to move seamlessly from screen to screen.
Cross Screen Dream 8
Ad Blocking 7
Business Measurement 1
Harnessing Dark Social 2
Plaform is King 3
Contextual Omnipresence 4
Tailored Video 5
Virtual Reality 6
The 8 Digital Truths of 2016
8Your guide to understanding the key digital trends that will shape APAC and beyond this year
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More arenAon will be placed on measurement metrics that drive Business ROI rather than Media KPIs
The medium becomes the message as plaforms control how and when content is seen
NaAve and social adverAsing, along with one on one brand interacAons, will counter ad blocking
Video evolves to new plaforms and technology but quality storytelling remains as crucial as ever
Consumers will flit across channels and devices; understanding their context becomes key
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THE 5 PRINCIPLES
E-‐Commerce #1 in Asia 1
Southeast Asia is on the cusp of an e-‐commerce golden age. China is already charging ahead with its Singles Day now dwarfing the US’s Black Friday. Momentum will conAnue in the established ecommerce countries such as China, Japan and South Korea, with newer players such as India and Indonesia gearing up fast.
ProgrammaAc 2
ProgrammaAc will conAnue to have massive growth in Asia. AdverAsers and agencies will become savvier on how to make berer use of both 3rd party and 1st party data as well as the benefits of a DMP. As video content accelerates, we will see more programmaAc video being bought across devices.
Data 3
There will be a move to simplify the data integraAon process and connect the dots between tradiAonal and digital measurements. Data deduplicaAon will be a focus as marketers try to target unique users. Cross device data will become key in real Ame targeAng and frequency control and a major driver of performance will be who has more accurate data.