Wunderman APAC Digital Trends March 2016

1. 2016
THE WORK
DIGITAL--SOCIAL
MOBILE
E-COMMERCE
LIFESTYLE
IN Asia-Pacific
DIGITAL TRENDS MARCH

2. THE WORK
Luxottica: The most important story you will ever read to your child
OPSM, an Australian opticians chain, used a story book to increase numbers of
children's eye tests. It decided to target children, as they should have regular eye
tests but many do not - and many parents are not aware of the need. OPSM created
a children's story book incorporating vision testing methods to allow parents to
screen their children's sight and determine whether they needed an eye test. This
approach was a success increasing OPSM’s volume sales of children's eye tests
and children's eyewear. Read the full article.
Source: www.warc.com
Adidas showcases young women who create by kicking some serious ass
In it’s latest campaign that was launched on March 7th , Adidas is spotlighting actress Ning
Chang, ranked tennis player Coco Xu, track-and-field champion Liu Hong, and the China
women’s national volleyball team. Through the campaign, the stars share their individual
journey to become the person they want to be through their preferred sport. Read the full
article and watch the video.
Source: www.campaignasia.com

3. THE WORK
Samsung translates Hong Kong sights into Braille
Samsung invited people to post pictures of Hong Kong sights on Instagram using the
hashtag #BeTheirEyes. Working with Hong Kong Blind Union to translate the posted
descriptions into Braille stickers, these were then placed at the vantage points where
the photos were taken for visually impaired people to experience. The brand also
made a HK$10 donation for every photo posted. Read the full article and what the
video.
Source: www.campaignasia.com
Latest video for Share the Load campaign goes viral
The Ariel Share the Load campaign has become a voice to empower women at home.
Last year the campaign, brought to light the debate of whether laundry is only a
woman's job, and built a social movement inviting men to #ShareTheLoad. This year
Ariel aims to empower the Indian woman of today and more importantly, the woman of
tomorrow, to ensure that men set the right example by declaring a clarion call for Dads
to #ShareTheLoad. Within four days of its release, the video had managed to get more
than 3 million views. Read the full article and watch the video.
Source: www.campaignbriefasia.com

4. DIGITAL--SOCIAL
Social networking is a major app activity in Southeast Asia
Smartphone users across Southeast Asia are continuing to download a few new apps
each month, according to 2015 research. Social networking, along with utilities apps are
likely drivers of this. Among those ages 16 to 44 who reported downloading apps, the
bulk tended to download a handful of new ones each month. In most markets, a plurality
of respondents said they downloaded three to five apps in a typical month. In the
Philippines, it was slightly more common to download just one or two apps each month.
Download the full article.
Source: www.emarketer.com
Facebook by the Numbers 2015
Retargeting on Facebook has become an indispensable tool for digital advertisers. In
AdRoll’s Facebook by the Numbers 2015 research report, analyse retargeting
campaign data across their global customer base. The findings in this report
summarizes their in-depth, yearlong review of over 55,000 campaigns, which served
a staggering 37 billion impressions worldwide. Download the full report.
Source: www.adroll.com

5. DIGITAL--SOCIAL
The eight social incentives
Cerebra’s latest eBook details eight social media incentives that can used by brands to drive
community behaviour using social engagement. While some will be obvious, many are
overlooked because they’re not as easy to implement as, “just offer a discount.” Offering a
discount is, of course, one of the incentives, but it’s so overused. There are many ways to drive
behaviour on social platforms, each with pros and cons. Read the full eBook.
Source: www.warc.com
What are the key martech & digital transformation trends in India?
Econsultancy held Customer-Centricity Marketing Roundtables in Mumbai on February
25th. With roundtable in-depth discussion on Digital Transformation, all of the participants
appreciated the need for digital transformation and considered it a must-have for any
organization in today’s market. Most were aware of technology's role in the process, but
it was almost universally agreed that the biggest hurdle in enabling digital transformation
is changing mind-sets within the organization. Read the full article.
Source: www.econsultancy.com

6. DIGITAL--SOCIAL
SEA digital connectivity rivals China
Digital connectivity in Southeast Asia now rivals China, as more than 150m consumers in
the region are digitally active and show high levels of product and search engagement.
However, although the region has 250m consumers connected via smartphone and 100m
engaged in online transactions, e-commerce is being held back by constraints in its
logistics and payments infrastructure. According to the report, online retail is a $6bn
market in Southeast Asia, but with online sales of under 4% of total retail, the region still
lags well behind developed markets and even other developing markets. Read the full
Get more from YouTube
This article explains how marketers can get the best from YouTube and stand out from
the crowd within just a few seconds by fully understanding the mechanics and associated
pitfalls of the platform. Ineffective tagging is a widespread problem on YouTube –
marketers need to see the platform as primarily a search engine and apply the rules of
effective search engine optimisation. For help with video tagging it is advisable to have a
look at the videos that top the listings in relevant searches: several Google Chrome
extensions give access to such metrics. Read the full article.
Source: www.warc.com

7. MOBILE
Digital usage in Southeast Asia: Internet and mobile device trends for six key
markets This report provides an overview of key digital internet and mobile usage trends in six
markets in Southeast Asia: Indonesia, Malaysia, Philippines, Singapore, Thailand and
Vietnam. Internet penetration rates in six key markets in Southeast Asia will range from
just under 40% in Indonesia to more than 75% in Singapore in 2016, eMarketer predicts.
But those rankings reverse when looked at by numbers of users, thanks to the respective
population sizes involved. Log in to eMarketer to read the full report.
Source: www.emarketer.com
Brief: Airlines must embrace mobile moments to differentiate
Mobile is changing travellers' behaviours and expectations worldwide, making mobile
moments the next battleground for airlines. While Chinese travellers are rapidly
embracing mobile moments, most airlines have yet to follow them; as a result, most
airlines are unable to serve customers throughout their entire journey. B2C marketing
professionals managing airline brands can use this brief to learn how to better address
airline travellers in their most relevant mobile moments. Download the report.
Source: www.forrester.com

8. MOBILE
Mobile marketing is core to businesses in India
Research suggests that marketers in India already see mobile as a key part of their
efforts—even if spending is still relatively low. According to research, 71% of digital
marketers in India—including channel partners and brand managers—believe that
mobile marketing is core to their business. And nearly as many (68%) said they have
integrated mobile into their overall marketing strategy. Download the full article.
Source: www.emarketer.com
Tencent pushes mobile advertising
Chinese internet giant Tencent is following Facebook by exploring new ways of
attracting advertising revenues and is focusing on its WeChat social platform as the
vehicle to catch up with its bigger rivals. According to the Wall Street Journal, Tencent
is pushing ads "aggressively" on WeChat as it seeks to monetise the huge popularity
of the app, which already has nearly 700m active monthly users. Read the full article.
Source: www.warc.com

9. MOBILE
The state of mobile marketer tactics: 2016
Marketers can leverage many different tactics from native apps to responsive web
design (RWD),
augmented reality, or beacons to engage consumers. They often lack an
understanding of how their peers are using the various tactics and which ones are
mature. This report of the mobile marketing playbook focuses on the various mobile
tactics and technologies B2C marketers use. Download the full report.
Source: www.forrester.com
Six tips to optimize video for mobile viewing in Asia
This article offers six practical issues video creators must consider when optimizing
video content for Asia. The completion rates for pre roll videos on mobile are significantly
lower (45%) than for desktop (79%). The completion rate for mobile preloads dips
significantly once a commercial exceeds 10 seconds and Google data has established
that video load time is significantly longer on mobile than on desktop. Vertical format ads
are on the rise, driven by new platforms such as Snapchat: 29% of video ads were
viewed vertically in 2015, up from just 5% in 2012 and Snapchat claims that vertical
format video ads have nine times more completed views than horizontal ads. Download

10. E-COMMERCE
How Asia e-commerce will be worth $1.4tr
Just five key countries in Asia Pacific account for more online retail revenue than the
US and all of Western Europe combined, according to a new report. Research firm
Forrester predicted that total online revenue in China, Japan, South Korea, India and
Australia will nearly double from $733bn in 2015 to $1.4 trillion in 2020. China alone is
expected to be worth $1.1 trillion by 2020 and it remains the largest e-commerce
market in the world despite its economic growth falling below 7% for the first time since
2009. Read the full article.
Source: www.warc.com
China maintains robust e-commerce growth
With shopping habit of Chinese consumers going digital, China is experiencing an
online shopping boom, according to new Nielsen data. China’s e-commerce industry
is witnessing strong double-digit year-on-year growth, with foods and online sales of
household items growing 86%. Beverage sales also increased 72% and food sales
climbing 52%. Read the full article.
Source: www.marketing-interactive.com

11. E-COMMERCE
How often do India's digital buyers shop?
Digital buyers in India have not much changed the frequency with which they shop
digitally or in-store, according to longitudinal research. 2015 research from Retailers
Association of India (RAI) and PricewaterhouseCoopers (PwC) found that 12% of
digital buyers in the country shopped via digital channels on a daily basis. That was up
3 points from 2013, for an increase of 33%. Weekly digital shopping enjoyed a similar
jump, from 31% of respondents in 2013 to 39% in 2015, or an increase of about 26%
over two years. Download the full article.
Source: www.emarketer.com
Must-Have eCommerce Features
eBusiness professionals often struggle with how to prioritize the countless issues that
populate eCommerce to-do lists. This chapter of the retail eCommerce playbook is a
prescriptive look at the industry standards and opportunities for differentiation in a retail
eCommerce experience. The report also discusses additional areas of opportunity such as
fulfilment, customer service, and omnichannel execution. Download the full report.
Source: www.forrester.com

12. E-COMMERCE
Five tips to solve the biggest challenge in mobile monetisation
Mobile publishers and app developers are faced with a litany of choices when it comes
to monetising their content within their apps and mobile websites. Deciding on how
best to configure your ad units for the app or mobile website can be very complex and
overwhelming process for mobile publishers and app developers. As mobile is
increasingly becoming an exciting arena with many entrants in the market that are
infatuated to break into the billion dollar success of the app world, attention on how to
build a sustainable mobile business to generate profit becomes a priority. Read the full
article.
Source: www.digitalmarket.asiaPoint of view: Is Single’s Day good for brands?
Singles Day 2015 saw 278 million orders for 30,000 brands, offering everything from
smartphones to underwear, placed in the 24-hour window, resulting in over US$14 billion
changing hands. It is predicted that this China-born shopping trend may become another
commercialised global date. However, all the commentary about Singles' Day fails to
analyse the impact of the discount phenomenon on brands. As it adds pressure to offer
steep discounts, the article argues that Singles' Day acts as a reversal of everything
brands have worked so hard to build up. Download the full report.

13. LIFESTYLE
Advertising in Vietnam: Weathering the storm of capitalism and growing up fast
This article outlines three key trends advertisers in Vietnam should be aware of as
Vietnamese consumers become increasingly aware of brands, outward looking and
digitally connected. Vietnamese consumers have begun showing significant spending
maturity and as a result growth across most categories has slowed. Brands now have no
choice but to dig deeper and drive growth through breakthrough insights, skill-sets and
market development. For consumer engagement, domestic cultural fluency is key in
Vietnam, but brands must also realize that even in monolinguistic Vietnam, one size
does not fit all. Download the full article.
Source: www.warc.com
Connecting with Asia’s affluentials: Twitter study
Known as the ‘mass affluent’ (or ‘affluentials’), this fast-growing band of emerging wealthy
individuals are at the upper levels of the middle class in terms of personal income. The
region is expected to have more than 65% of the world’s middle-income earners by 2030,
up from 28%. This study found that as their incomes grow, so do their expectation of
brands. Read the full article.
Source: www.campaignasia.com

14. LIFESTYLE
TrendWatching March 2016 Snapshot
TrendWatching’s March 2016 Snapshot offers a curated glimpse into the recent
examples that have been added to the Innovations Database. The featured trend
this month covers the use of ‘Informal Info’ such as alerts, notifications and
messages. The bonus feature includes a round-up of some of the key consumer
trends that made an impact at the Mobile World Congress 2016. Download the full
report.
Source: www.trendwatching.com
Here comes the modern Chinese consumer
Despite concerns about economic growth, the country’s consumers keep spending. Yet
McKinsey’s latest survey reveals changes in what they’re buying and how they’re buying
it. Cooling economic growth, a depreciating currency, and a gyrating stock market are
making political and business leaders concerned that China’s economic dream may be
ending. Yet Chinese consumers remain upbeat. In fact, consumer confidence has been
surprisingly resilient over the past few years as salaries have continued to rise and
unemployment has stayed low. Download the report.

15. WUNDERMAN ASIA HQ
martina.schlittler@wunderman.com
DIGITAL TRENDS
IN Asia-Pacific
MARCH 2016