82 questions to ponder over as you go through ad:tech sg slide decks
Post on 17-Oct-2014
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Attended ad:tech Singapore 2013? Here are some key questions to ask as you begin to implement and operationalize what you learnt at the conference.TRANSCRIPT
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82 Strategic Questions to
ponder over as you go
through the ad:tech SG 2013
slide decks
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They say that what differentiates great
leaders from the good ones are the
kind of questions they ask?
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Tweet your questions to
@adtechsg & @harper
Day1 Opening Keynote:
Failure Was Not An Option
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Q1: If Singapore’s PM Lee invites you to manage
his online campaigns for the next General
Elections, will you be keen to help?;)
Q2: Was it easier to market Threadless tees or
President Obama for the 2nd term?! One
similarity in marketing the two brands?
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Tweet your questions to
@adtechsg
Day1. Track 1. Session 1:
Marriage of Content & Technology
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Q3: What is a healthy ratio between
content creation : content curation that brands
can adhere to?
Q4: Should brands create own branded content
or should they crowd source it?
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Tweet your questions to
@adtechsg
Day 1. Track 1. Session 2:
The Agency is Dead
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Q5: In a hypercompetitive agency market, how
realistic is it for agencies to dictate terms with
clients?
Q6: You ask agencies not to get big. How do
they scale revenues & make an exit then?
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Tweet your questions to @adtechsg, @alizaknox,
@suttonmatt
Day1. Track 2. Session 1:
Evolution of Social To the Centre of
the Digital EcoSystem
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Q7: Will Twitter’s self-serve advertising platform
be opened up to individuals and SMBs or is it
only meant for large organizations?
Q8: Why don’t we see many Singapore
companies use Twitter for customer service 24x7
as observed in other markets?
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Tweet your questions to
@adtechsg
Day1. Track 2. Session 2:
The Affluent Asian Consumer
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Q9: How relevant is traditional market research
in today’s world of real-time marketing? How
has digital impacted your research process?
Q10: How do you ascertain if affluent customers
are active on digital platforms? How can brands
reach them directly?
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Tweet your questions to
@adtechsg
Day1. Track 3. Session 1:
Upsize Me. Serving Creative
Innovation with Fries
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Q11: Why did you chose to co-promote Hello
Kitty? Any interesting data to suggest any
preference amongst your customer base?
Q12: How do you decide which menu item to
promote & which not to promote through
digital?
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Tweet your questions to @adtechsg,
@derek_callow,@garytranter
Day1. Track 3. Session 2:
Balls to Play
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Q13: As a medium sized agency, how do you
compete against the big boys?
Q14: How do you lock down clients for long term
AOR digital contracts?
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Tweet your questions to
@adtechsg
Day1. Track 1. Session 3:
New Innovation to Digital Media
from the Cloud
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Q15: How is Amazon competing with SalesForce
in the cloud marketing domain given their
recent acquisitions?
Q16: Can you share 2 examples of how local
marketers have leveraged on the cloud for
campaigns?
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Tweet your questions to
@adtechsg, @mackenzie
Day1. Track 1. Session 4:
Leave Your Egos at the Door
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Q17: How do you re-invent agencies like OMD
that have so much historical baggage?
Q18: Are younger talent who may understand
digital better, given more opportunities in
agencies with old hierarchies?
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Tweet your questions to
@adtechsg, @ctoksvig
Day1. Track 2. Session 3:
Fairplay in Social Media
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Q19: How can brands manage or prevent
consumers from sharing copyright images on
social media? Any best practices?
Q20: How can brands manage “fairplay” better
in countries where there are no specific laws
pertaining to digital/social media?
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Tweet your questions to
@adtechsg
Day1. Track 2. Session 4:
WWF – Towards engaging hundreds
of millions for real change
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Q21: Whats the average per capital donation
that you receive through digital channels? How
does that compare to traditional channels?
Q22: How do you prevent money
laundering/fraudulent sources from making
donations to WWF?
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Tweet your questions to @adtechsg, @l_3id, @TPeltoniemi
Day1. Track 3. Session 3:
Adapting to the mobile seismic shift
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Q23: Is mobile really paying rich dividends in
Asia beyond just delivering clicks?
Q24: Whats your take on iOS7? Should marketers
and developers prepare themselves for a big
change?
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Tweet your questions to @adtechsg, @narasimhasuresh
Day1. Track 3. Session 4:
Adapting to the mobile seismic shift
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Q25: How real and feasible is augmented reality
for marketing campaigns in APAC?
Q26: Like QRCodes the technology has existed
for long. Why hasn’t it taken off yet?
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Tweet your questions to
@adtechsg
Day1. Keynote Presentation 2:
Monetizing the Digital
Transformation
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Q27: What is working better for FT – advertising
revenue or subscription revenue?
Q28: How long do you think FT’s print division will
survive? Will it follow the path of Newsweek,
Readers Digest & other failing print companies?
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Tweet your questions to
@adtechsg, @mcfrizz
Day1. Keynote Presentation 3:
Re-Shaping the conversation
between brands and the people
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Q29: How has VISA monetized its digital
investments and brand conversations in Asia?
Q30: How can companies convince senior
management to allow for a 2way conversation
between brands and consumers? Especially,
large, sensitive, archaic, public listed ones?
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Tweet your questions to
@adtechsg, @barneylo
Day1. Track 1. Session 5:
How digital changes the game for
globalizing Chinese brands?
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Q31: Which Chinese industries or flagship brands
are leveraging the most on digital as part of
their internationalization process?
Q32: What do internationalizing/exporting
brands use digital for? Whats your take on the
digital opportunity in Myanmar?
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Tweet your questions to
@adtechsg, @datadang
Day1. Track 1. Session 6:
The big currency debate – the
resurrection of the GRP
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Q33: Do you a see an opportunity for “second
screen” digital platforms to target digital
omnivores?
Q34: How is comscore preparing itself for the
“cookie deletion” era?
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Tweet your questions to
@adtechsg, @victoronefc
Day1. Track 2. Session 5:
The use of digital media to create a
world class sporting event
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Q35: Has social media helped connect the
sporting fans directly with the MMA stars? How
has that experience been?
Q36: What digital/analytics tools have you used
while organizing mega sporting events to
improve the fan experience?
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Tweet your questions to
@adtechsg, @vikasgulati
Day1. Track 2. Session 6:
Beyond the Banner on Mobile
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Q37: How can brand marketers be better
prepared for the constant changing mobile
environment in terms of device, design, OS etc?
Q38: If a brand that is new to mobile was to pick
one mobile option, should it be mobile website
or mobile app or just begin with mobile ads?
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Tweet your questions to
@adtechsg
Day1. Track 3. Session 5:
Analytics to Drive Digital Results
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Q39: With wearable computing devices like the
Google Glass coming to the market soon, how
do you think the world of analytics will change?
Q40: Does P&G use analytics on the mobile
platform as well? How different are the metrics
for mobile vs desktop analytics?
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Tweet your questions to
@adtechsg, @jordankhoo
Day1. Track 3. Session 6:
Connecting the Dots
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Q41: Can you share an Asian case study
involving multiple devices and second screen
apps?
Q42: What kind of analytics tools are available in
the market to measure & monitor cross/multi-
device campaigns?
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Tweet your questions to
@adtechsg, @briansilver
Day 2. Opening Keynote:
The Beauty of Big Data to Precisely
Target Audiences
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Q43: Is Yahoo innovating only through
acquisitions (Tumblr, Hulu, Summly etc.)? What
are some of its in house innovations recently?
Q44: What does Yahoo plan to be in 5 years?
Will it still be a portal and a search engine or ??
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Tweet your questions to @adtechsg, @nickwodtke,
@nickikenyon
Day 2. Keynote Presentation 2:
Introducing Samsung and Facebook
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Q45: Would you consider Facebook Home to be
a failure?
Q46: Apart from Facebook advertising, how else
has Samsung leveraged on innovated on the
Facebook network?
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Tweet your questions to
@adtechsg, @enriquerp
Day 2. Track 1. Session 1:
3M – From Excellence in Innovation to
Excellence in Digital
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Q47: What are the core KPIs of a Centre of
Excellence? Does 3M experiment with its digital
strategy?
Q48: What kind of brands does a global
company like 3M take inspiration from for digital
campaigns in APAC?
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Tweet your questions to
@adtechsg, @uber
Day 2. Track 1. Session 2:
Making a global brand successful in Asia
through localized digital advertising
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Q49: How does Amobee plan to compete with
existing mobile networks in Asia? Would being
part of a larger umbrella brand like Singtel
hinder its innovation?
Q50: Has Uber’s growth in Singapore been easy
given how difficult it is to get cabs & the
declining quality of public transport?
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Tweet your questions to
@adtechsg, @alexoberberg
Day 2. Track 2. Session 1:
Digital marketeers with a challenger
mindset
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Q51: When a company loses heavy market
share like Nokia did, is there a way digital/social
can help prevent the free fall & augment
growth?
Q52: Nokia was about connecting people, a
perfect fit for the social media world. Do you
think it has strategically embraced digital?
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Tweet your questions to
@adtechsg, @jonwchin
Day 2. Track 2. Session 2:
The Philips+ project in Asia
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Q53: How many of the crowd sourced ideas
from Philips+ were actually implemented in
Asia?
Q54: What was one major drawback or failure of
the Philips+ project in APAC?
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Tweet your questions to
@adtechsg, @keithtimimi
Day 2. Track 3. Session 1:
Innovate or Die – Why Ideas must
precede profitability
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Q55: How do you institutionalize ideas and
knowledge management in agencies?
Q56: What do you do with ideas that were either
discarded or not shortlisted by clients? Can
dormant ideas be monetized?
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Tweet your questions to
@adtechsg
Day 2. Track 3. Session 2:
Google’s approach to Innovation
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Q57: How do you improve Google search 10X?
How do you foresee the search engine business
evolving in 5 years?
Q58: Why hasn’t Google succeeded on social
media? Do you think eventually it would make
sense for it to acquire a Facebook?
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Tweet your questions to @adtechsg, @widhadh, @ismcb,
@derektweets
Day 2. Track 1. Session 3:
Building a multi-country social media
programme
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Q59: How is SalesForce’s gameplay in digital
expected to change with its recent acquisition
of ExactTarget?
Q60: Why does Ogilvy have so many sub brands
to handle digital? Doesn’t it make sense to
integrate skillsets and ideas?
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Tweet your questions to @adtechsg, @nsmiti, @wendy_hogan, @js_hawkins, @stu_spiteri
Day 2. Track 1. Session 4:
Long live programmatic buying
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Q61: Are programmatic & automatic media
buying the one and the same thing?
Q62: Can programmatic buying completely
wipe out the media agency business in a
decades time?
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Tweet your questions to
@adtechsg
Day 2. Track 2. Session 3:
Attribution: This session will make you
changer your media mix
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Q63: How do you integrate the attribution
model across both offline and online? How
accurate and robust is the data?
Q64: How real-time is the econometric data that
is made available for attribution modeling?
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Tweet your questions to
@adtechsg
Day 2. Track 2. Session 4:
Big Data Analysis of Human Behavorial
Patterns
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Q65: Is the GPS-based data that is collected
only after seeking explicit permission from all the
mobile users?
Q66: Do you foresee a future where every
action and movement of humans would be
digitally recorded and tracked? What are the
implications?
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Tweet your questions to
@adtechsg, @jbarouch
Day 2. Track 3. Session 3:
The New Social Metrics
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Q67: What location algorithm or technique do
you use to map geo data with existing social
media conversation data points?
Q68: Does this technology work well in
developing countries in ASEAN such as
Cambodia, Vietnam, Myanmar?
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Tweet your questions to
@adtechsg
Day 2. Track 3. Session 4:
Using Context to Unlock the Tablet
Opportunity
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Q69: Is there a way for brands to combine their
efforts to tackle both phones & tablets? A
“Phablet” strategy?
Q70: Which industries are making the most use
of tablets as part of their sales and marketing
efforts in APAC?
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Tweet your questions to
@adtechsg, @turbanizer
Day 2. Keynote Presentation 3:
The 3 Year Journey of Angel’s Gate
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Q71: Why hasn’t Angels Gate produced or
groomed a startup that has scaled up massively
or enjoyed a good exit?
Q72: Name one Singapore startup that you are
personally betting on?
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Tweet your questions to
@adtechsg, @mgrover1
Day 2. Track 1. Session 5:
Transforming digital marketing to $$$
marketing
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Q73: Isn’t it unfair that digital and offline media
channels are compared on different levels?
Why does no one seems to demand true
accountability from offline?
Q74: Does J&J leverage on digital marketing for
its B2B businesses as well? If so, in what way?
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Tweet your questions to
@adtechsg, @rachitdayal
Day 2. Track 1. Session 6:
FEH – Refreshing the online brand of
Singapore’s largest hospitality group
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Q75: If you were to pick between search,
display and social media marketing for a hotel
client, which one medium would you place your
bets on and why?
Q76: Does online marketing for a large hotel
group offer economies of scale vis-a-viz running
campaigns for a single hotel?
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Tweet your questions to
@adtechsg, @johnm_dwa
Day 2. Track 2. Session 5:
New Communication Strategies that
engage with your customer
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Q77: What is the one key metric that brands
must use to measure customer engagement
online?
Q78: What kind of people would you advise a
brand to hire to develop an internal content
marketing team? Who owns the content?
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Tweet your questions to
@adtechsg, @stu_spiteri
Day 2. Track 2. Session 6:
New Communication Strategies that
engage with your customer
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Q79: How is BrandScreen different from
TubeMogul?
Q80: Apart from click and view-based metrics,
what are some of the other softer, qualitative
analytics that you offer to your clients?
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Tweet your questions to
@adtechsg, @harper
Day 2. Closing Keynote:
Fireside chat with Harper
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Q81: What would it need for Asia/Singapore to
outpace Silicon Valley in digital innovation?
Q82: Five marketing technologies that we
expect to mature by the time we meet at
adTechsg 2014?
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If you found these questions
useful, please tweet us at
@hmarketer
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While we are partners of ad:tech SG
2013, all the questions in this
document are our own & have not
been influenced/planted by the event
organizing committee.
No, Really!
DISCLAIMER