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Digital Media
is revolutionizing
     our lives!

                Hello@happymarketer.com
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Discussion




             Hello@happymarketer.com
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Why is the 600+ year old
 printing press industry
  suddenly struggling?
                      Hello@happymarketer.com
Discussion




             Hello@happymarketer.com
Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com


                            Hello@happymarketer.com
Hello@happymarketer.com

    Valentines Day!




         Hello@happymarketer.com
Hello@happymarketer.com
02:23




Hello@happymarketer.com
1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching TV?

5. Which country has the highest per capita usage of Facebook by time?

6. Which is the fastest growing user segment on Facebook in Singapore?



                                                      Hello@happymarketer.com
We have moved into a
             real-time information era

       People are searching & communicating
through real time, social & location-aware mechanism


            What sparked this change??



                                         Hello@happymarketer.com
Web 2.0 encompasses services & applications
    that facilitate a two-way process to
   communicate, share and collaborate




                                         Hello@happymarketer.com
Hello@happymarketer.com
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Social media allows the same consumer
to be a producer & your brand
ambassador too!




                             Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
The Internet has democratized
              information flow.



       People & Consumers have the
 power & choice to communicate, critique,
   discuss, share, transact through various
    social & location-aware mobile tools


    Brands & companies need to innovate
& offer new, relevant ways to live, work & play
                                        Hello@happymarketer.com
Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management firm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category at
Startup@Singapore in 2004

Love cricket & a believer in social media
    www.linkedin.com/in/prantikmazumdar
                  @pranmaz
                                                          Hello@happymarketer.com
1. Asia & Singapore’s Digital & Mobile Landscape

2. Print’s evolution in Singapore

3. Different Online Media Advertising Options




                                       Hello@happymarketer.com
Asia & Singapore’s
Digital and Mobile
Landscape


                     Hello@happymarketer.com
Source: www.thomascrompton.com
                                 Hello@happymarketer.com
Hello@happymarketer.com
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• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%




                    Hello@happymarketer.com
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Mobile Web Trends are rather
       unique in Asia




                         Hello@happymarketer.com
• Globally 8.9% of web traffic comes from mobile

• In Asia, that number stands at 14%
     - Japan        : 47%
     - Urban China : 43%
     - Singapore : 35%
     - HK           : 16%

• In many other Asian countries, most mobile Internet
  users never use a desktop/PC
     - India     : 59%
     - Indonesia : 44%
     - Thailand : 32%

                                                   Hello@happymarketer.com
Smartphones, mobile web, mobile apps
      are transforming our lives!




                             Hello@happymarketer.com
Hello@happymarketer.com
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Hello@happymarketer.com
Now, lets see how mobile is
  transforming our habits
& behaviour on social media?




                         Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
1. Asia & Singapore’s Digital & Mobile Landscape

2. Print’s evolution in Singapore

3. Different Online Media Advertising Options




                                       Hello@happymarketer.com
Print’s Evolution in
Singapore



                       Hello@happymarketer.com
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1. Entice users with a lot of free online PC content

2. Create apps for mobiles & tablet and offer a
   different set of content

3. Create a pay-wall for online-content

4. Sell bundled print + online subscription packages

5. Offer co-branded products upon subscriptions

                                          Hello@happymarketer.com
Discussion




             Hello@happymarketer.com
1. Asia & Singapore’s Digital & Mobile Landscape

2. Print’s evolution in Singapore

3. Different Online Media Advertising Options




                                       Hello@happymarketer.com
Drive
Traffic




          Hello@happymarketer.com
Drive
           Traffic


            Drive
           Eyeballs


Increase               Increase
  Subs                 Ad Sales

                      Hello@happymarketer.com
Drive
Traffic




          Hello@happymarketer.com
Hello@happymarketer.com
Display
                Advertising


Premium                       Run-Of-         Contextual
          Run-Of-Site
   Buy                        Network          Network




                                        Hello@happymarketer.com
Hello@happymarketer.com
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1. Usually a fixed spot, fixed time-frame buy with a
   minimum spend

2. High Share of Voice & hence great for brand
   awareness & creating impact

3. Typically used by large brands, especially during
   product launches or promotions

4. Selling unit: CPM or CPE

                                         Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
1. Usually non-premium spots other than the
   homepage

2. Remnant inventory, dished out randomly and
   hence low share of voice

3. Following a big bang launch, used to for campaign
   sustenance to create stickiness

4. Selling unit: CPM or CPC or CPA

                                       Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
1. Usually theme-based, collectivised, non-premium
   spots other than the homepage

2. Remnant inventory, dished out randomly and
   hence low share of voice

3. Following a big bang launch, used to for campaign
   sustenance to create stickiness for a niche audience

4. Selling unit: CPM or CPC or CPA

                                        Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
1. Usually non-premium spots other than the
   homepage

2. Remnant inventory, dished out based on the
   context of the content on the website

3. Following a big bang launch, used to for campaign
   sustenance to create stickiness

4. Selling unit: CPC

                                       Hello@happymarketer.com
Social Media
            Advertising



Facebook       LinkedIn         Twitter




                          Hello@happymarketer.com
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Hello@happymarketer.com
1. The primary benefit is that it is much more
   targeted to a specific audience based on data

2. Sold on premium and non premium basis

3. Different kinds of creatives available: Banners,
   Videos, Sponsored Stories, Polls etc.

4. Selling unit: CPM or CPC or CPA


                                          Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Click-To-   Click-To-                           Click-To-
                        Click-To-Call
Website     AppStore                              SMS



                                        Hello@happymarketer.com
Mobile Ads

1. Global mobile advertising
   stands at US$3.3B

2. Asia contributes about
   US$1.6B to the global
   revenue (49%)

3. Mobile Ap Ads, Search Ads,
   Location & In-game
   placements are most
   prevalent.
                                Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
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Hello@happymarketer.com
1. Video-Ad Unit led to 75%
   higher than average CTR

2. HTML 5 Rich Media
   creative featuring Emma
   Watson

3. Strong call-to-action:
      - Get Invited Now
      - Save to Calendar
      - Share on Facebook


                              Hello@happymarketer.com
1. Rich-media banner ad creative

2. Engage creative that allowed
   viewers to try out different
   features of the new HTC
   phone virtually

3. Over 50,000 people tried
   the virtual experience before
   launch


                                   Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
Hello@happymarketer.com
How do you buy display ads?




                        Hello@happymarketer.com
Publisher




Ad Network    Agency     Clients




                         Hello@happymarketer.com
What are the different
  pricing models?




                         Hello@happymarketer.com
1. CPM – Impression Based

2. CPC - Click Based

3. CPE – Engagement Based

4. CPL – Lead Based

5. CPA – Acquisition Based


                             Hello@happymarketer.com
Hope you’ve enjoyed the session.
       For anything else
     just drop me a tweet
           @pranmaz

  Or call me at +6590695123




                             Hello@happymarketer.com

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