Consolidated digital trends for APAC for Oct/Nov 2015.

1. 2015
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS OCT/NOV

2. THE WORK
See the first 360-degree video ads on Facebook
"360-degree marketing" has been an industry buzzword for years, but what about 360-
degree advertising? Facebook is starting to test 360-degree video ads with a handful
of brands including AT&T, Samsung and Nestle. Facebook officially introduced the
virtual reality-lite video format on its desktop site and Android apps in September, and
the social network is now bringing 360-degree videos – and ads – to Apple's iPhones
and iPads. Read the full article.
Source: www.adage.com
Oreo brings SE Asia together for a “Wonderfilled” music collaboration
Mondelez International Oreo brand has created a first-of-its-kind regional music
collaboration, featuring local music stars from Malaysia, Indonesia and the Philippines.
The content was launched on YouTube and in its first two weeks has gained over two
million views. Read the full article and watch the video.
Source: www.digitalmarket.asia

3. THE WORK
Anti-smoking ad draws protest in Korea, so it must be working
The cigarette buyers in this anti-smoking ad on behalf of Korea’s Ministry of Health
are saying things like “Give me one milligram of laryngeal cancer,” “Give me lung
cancer” or “Give me a stroke”, according to the Korea Times. The video was launched
this month as part of the “Smoking is a Disease” campaign to curb smoking in the
country where 44% of men smoke. Protests by smokers have been made, wanting
the ad pulled. Read the full article and watch the video.
Source: www.brandinginasia.com
Sports hero Li Na is not the hero in this Mercedes-Benz ad
Mercedes-Benz has made an interesting choice in a new China campaign featuring
tennis superstar Li Na by positioning her husband as the hero. The ad does not refer to
luxury for luxury’s sake and also matter-of-factly delivers a description of male strength
based not on status or even traditional masculine virtues. Resonating with many, the
brand also preceded the campaign with a teaser video that invited people to think about
the true heroes in their lives. Read the full article, watch the video and the teaser.
Source: www.campaignlive.com

4. THE WORK
Toys “R” Us gets kids to do their chores with new mobile app
Toys “R” Us has launched a mobile app that makes it fun and easy for kids to earn their
most coveted toys after completing the tasks or chores set by their parents or guardians.
The app, named “Task for Toys”, was recently launched to solidify the brand’s position as
the “Authority of Toys” and to drive purchases in its online store. With plans to run
indefinitely, the app is aimed at modern parents who are digitally savvy and spend huge
amounts of time on social media, making most of their purchases while on the go. Read
the full article.
Source: www.digitalmarket.asia
Coca-Cola: #colouryoursummer
This case study shows how Coca-Cola changed teens' attitudes and increased teen
engagement with the brand. Coca-Cola understood that teens did not feel Coke was
relevant to their world. To fix this they changed the colour of Coke's iconic red cans by
launching a new range of limited edition multi-coloured cans that teens could collect,
play with and share. The cans were not only in new colours, they were also readable
codes that unlocked a hidden, colourful world of games, content and prizes via world-
first image-recognition technology. Download the full case study here.
Source: www.warc.com

5. DIGITAL--SOCIAL
Infographic: Hongkongers on Instagram
Hong Kong Instagrammers are young and trend-conscious with high spending
power, according to a study by Instagram. According to the study, 70% of
Instagrammers in Hong Kong are between ages 18 to 34. They have high
spending power, are highly educated while 80% of them are employed. Other
than friends and celebrities, brands form the third category of interest most
followed by local Instagram users. Read the full article.
Source: www.marketing-interactive.com
Warc’s Seriously Social 2015 Report
This Warc Trends Report analyses the best case studies in social media strategy and
draws lessons from them for other brands. The rise of ‘paid social’ and the decline of
organic reach, particularly on Facebook, are having an impact, and it is harder for
low-budget campaigns to break through. Creativity is strongly linked to social effects,
and social strategies are most effective when they use multi-channel strategies and
take a long-term focus on customer acquisition. Featured brands include Coca-Cola,
US Navy, Virgin Mobile, Oscar Mayer and Pepsi Max. Download the full report.
Source: www.warc.com

6. DIGITAL--SOCIAL
Here’s how to succeed with real-time content marketing
Seeing Oreo’s success with real-time marketing at the Super Bowl in 2014, Adidas invested
in a social media war room for the FIFA World Cup. Careful planning and quick thinking
have resulted in some of the fastest tweets being sent around key moments in the
tournament. Social media war rooms are a way of centralising operations for content
creation and communication while enhancing agility, flexibility, and creativity. If used
effectively, marketers can leverage them for real-time marketing during live sports events,
nationwide celebrations, and even large-scale campaigns or product launches. Read the
full article.
Ad execs give Facebook highest grades for social ad effectiveness
Paid advertising on social media properties is delivering a solid return on investment, according
to marketers. In eMarketer's new report, “Social Advertising Effectiveness Scorecard: Industry
Execs Grade the Leading Platforms,” executives gave paid social media advertising an average
grade of B. When it comes to ROI, Facebook and Pinterest received the highest grades, with
Facebook earning a B+ and Pinterest earning a B. Read the full article and download the full
report.
Source: www.emarketer.com

7. DIGITAL--SOCIAL
Southeast Asia has among the highest social network usage in the world
Southeast Asia has some of the highest penetration of social network usage among
internet users of anywhere in the world, according to eMarketer’s first-ever forecast for
the region, which includes Indonesia, Malaysia, the Philippines, Singapore, Thailand and
Vietnam. Indonesia has the highest social network penetration rate among internet
users in Southeast Asia, with 77.4% of internet users visiting a social network at least
once a month in 2015. Read the full article.
Source: www.emarketer.com
WeChat route to China's mums
Infant nutrition is a hot topic among Chinese mothers with much discussion taking place
on WeChat. A study has identified several areas currently lacking in suitable content and
which brands could usefully address. WeChat content around mothers and infant nutrition
was collected from 92 leading, influential mother and infant WeChat public media
accounts, plus 12 mother and infant care key opinion leader (KOL) public accounts as well
as 24 brand accounts. Read the full article.
Source: www.warc.com

8. MOBILE
Mobile in Asia: Why China is the future of mobile
Bryce Whitwam from Wunderman Shanghai looks at how mobile is rapidly becoming an
accepted fact in many areas of life in China, now the world's most advanced mobile
society. Lower handset prices and faster 4G connections are enabling this transformation.
Mobile has moved on from communications and entertainment to take in transport and
payment options. Leading apps are creating holistic consumer experience platforms that
brands need to be on. Data analytics and consumer segmentation remain a weak points in
the mobile ecosystem. Download the full report.
Source: www.warc.com
Number of companies using Instagram to nearly double next year
Social network marketing has reached a saturation point, with 88.2% of US companies
using at least one of the major platforms this year. But that doesn’t mean growth is
stagnating for all social venues, according to a new eMarketer forecast. In particular,
marketers are rapidly embracing Instagram (included in the forecast for the first time),
signalling that they are intent on diversifying their social media marketing beyond the
more established platforms. Read the full article.
Source: www.emarketer.com

9. MOBILE
Digital travel sales in china tip toward mobile
Until just a couple years ago, nearly all digital travel sales in China occurred via desktop
or laptop computers. Mobile’s rise in this area has been rapid, and this year, for the first
time, most digital travel sales in the country will come from mobile. Mobile travel sales
are growing quickly in absolute terms in China. This year, sales have been predicted to
reach RMB 224.5 billion ($36.5 billion). That represents an estimated 80.0% increase
over 2014 spending levels. Read the full article.
Source: www.emarketer.com
Mobile phones are top internet access point in Taiwan
Mobile phones are the No. 1 internet access device in Taiwan, according to June 2015
research. Nearly seven in 10 internet users in Taiwan ages 12 and up used a mobile
phone to go online, according to the Taiwan Network Information Center. That put
mobile phones 12.5 percentage points ahead of desktop computers. Laptops were far
behind—less than a quarter of the internet audience used them to go online. Just
17.0% accessed the internet via tablets. Read the full article.
Source: www.emarketer.com

10. MOBILE
Pepsi in China smartphone play
A month after it first indicated it was planning to offer a Pepsi smartphone in China, the
soft drinks giant has launched a crowdfunding campaign aimed at raising 3m yuan to
build 4,000 handsets. If the required amount is raised, manufacturing will be licensed
out to a third party. In its first day on crowdfunding site JD Finance, the Pepsi Phone
raised 580,325 yuan, Pocket-lint reported; at that rate the phone should meet its target
in the 14 days the process still has to run.
Read the full article.
Source: www.warc.com
Mobile travel booking takes flight
South East Asia is leading the world in travel booking from mobile devices, recent
research has revealed. According to performance marketing firm Criteo, nearly a third
(30%) of online travel bookings in the past 12 months in South-east Asia were made
from a mobile phone. Worldwide, the average proportion of online travel bookers
purchasing via mobile is 23%, with the wider Asia-Pacific region at 27%. Read the full
article.
Source: www.warc.com

11. MOBILE
In China, majority of mobile payment users are male
The mobile payments space in China skews heavily male, according to August data
from Tencent. Nearly eight in 10 people who used mobile payments on the Tencent
network that month were men, the platform reported. In terms of spending, the male
skew was even more extreme: Men accounted for 85% of all transaction value. Read
the full article.
Source: www.emarketer.com
Display ads are fading, it’s time to go native: Forrester
Display ads are losing their effectiveness with mobile-first users in Asia Pacific, with
many consumers choosing to avoid them completely, according to Forrester. According
to the research firm, 49 per cent of online adults in Asia Pacific avoid ads on websites,
and only 10 per cent read, watch or listen to them. Read the full article or download the
Forrester report.
Source: www.campaignasia.com

12. E-COMMERCE
Thai e-commerce expands
Thai e-commerce is growing and shifting to mobile while Thai e-commerce businesses
are eyeing overseas expansion. Two thirds (66%) of Thai internet users shop online at
least once a month and more than half (53%) have done so using their mobile devices,
according to the Visa Consumer Payment Attitudes Study 2015, which identified trends
in payments behaviour and openness to using contactless payments among
consumers in six Southeast Asian countries. Read the full article.
Source: www.warc.com
India's abandoned carts cost billions
Indian e-commerce retailers are leaving billions in potential sales unconverted, with more
than half of all customers abandoning their cart before purchase according to new
research. A report from Octane Research, reported in Digit India, showed the rate of cart
abandonment for online shopping in India stands at 51%, with half of all respondents
saying shipping costs added at the end of the shopping process were a purchase deal-
breaker and the top reason for cart abandonment. Read the full article.
Source: www.warc.com

13. E-COMMERCE
The mobile payment opportunity in Southeast Asia
Surging smartphone penetration in SEA has created revenue opportunities for the
region's mobile operators, banks, credit card networks, and financial technology
startups, all of which are rapidly ramping up their mobile payment capabilities to stay
competitive. This report outlines the market trends, usage scenarios, and local mobile
payment options available to Southeast Asian consumers and the issues that
eBusiness and channel strategy professionals in financial institutions must consider
to create successful mobile payment strategies. Download the full report.
Source: www.forrester.com
Indonesian ecommerce advertising grows
Advertising expenditure by ecommerce companies in Indonesia jumped 50% in the first
nine months of the year according to new data from Nielsen. The market researcher
reported that this sector had led growth in television and print media and that their total
expenditure for the first three quarters amounted to Rp 2.26 trillion ($163.9m). Read the
full article.
Source: www.warc.com

14. LIFESTYLE
Building brand loyalty in the next generation of commerce
Believe it or not, a 16-year-old and his or her 56-year-old father are part of the
same generation. This generation isn’t defined by age. Rather, its members share
the same attitude towards how to apply digital technology to their most mundane,
everyday tasks – from finding a parking spot or the latest news headlines, to their
food orders and package deliveries. What really stands out is their shared view on
shopping and commerce. They prioritize convenience and value an experience
that extends far beyond the traditional path to purchase. Read the full article.
Source: www.econsultancy.com
What loyalty members in India want
Monetary benefits are key to loyalty program members in India—and loyalty programs
can mean a lot for brands there. According to a February 2015 survey, 84% of loyalty
program members in India are more likely to use a particular airline to obtain better
loyalty benefits. Two-thirds said the same about hotels, and 27% agreed when it came
to retailers. Read the article.
Source: www.emarketer.com

15. LIFESTYLE
How smart wearable tech will reshape mobile ads
Every new technological innovation, from desktop computers to mobile phones, has
allowed companies to get closer and closer to their audiences, but with the rise of
wearable technology, “close” may become an understatement. Wearable tech will not
only provide brands with more access to their ideal target audience but it will also
produce vital communications information, allowing brands to customize their
messaging, target audience individually based on the available rich data aggregated by
these new devices. Read the full article.
Source: www.marketing-interactive.com
Gamification future for China marketing
Gaming is such a large part of the culture of young Chinese that they are more likely to
respond to gamification in marketing campaigns when they become adults, with 517m,
mostly young, gamers who are growing up understanding the incentives offered in games.
Read the full article.
Source: www.warc.com

16. LIFESTYLE
Is the healthcare industry prepared for wearables?
Despite growing consumer adoption of wearable devices, one of the groups with the most
to gain - the healthcare industry - is still largely ill-prepared to take advantage of the
opportunity. In an online survey conducted in September indicated that just 5% of
respondents indicated that their organizations were "very prepared" to develop patient
insight from emerging data sources like wearables. Read the full article.
Source: www.econsultancy.com
Digital video advertising skyrockets in Indonesia
Digital video advertising is up-and-coming around the world, and Indonesia is no
exception. By one measure, pre-roll video ad inventory is up 1,635% this year—and
other neighbours in Southeast Asia are experiencing similar growth. Digital video ad
platform TubeMogul reported that in Q2 2015, it served 90.2 million average daily
pre-roll impressions to Indonesia. That was up 20.7% over the previous quarter—
and more than 1,600% over the same period during the previous year. Read the full
article.
Source: www.emarketer.com

17. WUNDERMAN ASIA HQ
martina.schlittler@wunderman.com
DIGITAL TRENDS
IN Asia-Pacific
OCT/NOV 2015