Ad:tech Singapore 2012: Driving Asia's Digital Development. Report
Ad:Tech 2012 was held at Suntec Singapore from 13-14 of June 2012.
For more than ten years, ad:tech has provided media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. With 10 shows in 7 countries, ad:tech’s globally respected roster of speakers, workshops and exhibitors continues to make it the preferred resource and destination for digital marketers everywhere.
Since, about 5 years ago, market watchers have already been talking about mobile advertising as the next big thing. It seems that now we are starting to see some serious progress in this front amid the growing landscape of the mobile industry.
Mobile ad spend is expected to expand up to about $13.5 billion by 2015, according to Gartner Research. That is up from an estimated size of $2.61 billion this year. Traditional online ad expenditures are also increasing fast worldwide, especially in Asia:
Roughly half total world's Internet community lives in Asia Pacific:
Many of them come from China:
Neverblue Mobile highlighted that mobile users are using up 2.7 hours of their time on their handheld devices on any given day. About 77% of these mobile users search for data on smartphones and interestingly enough about 95% of these searches are for local information. Other players in the ad networks sphere agree as well adding that location-based advertising is going to be a trend.
For example, one end-user of a certain Android Application will be able to receive and view advertisements from companies which are actually within the vicinity of that person. Imagine this, you may be strolling in the mall and happen to be passing by, let’s say, Starbucks and then you’d be able to receive an advertisement exactly about Starbuck’s current promotion. Won’t you be enticed to avail of the product at that very moment? There is a higher chance that this advertisement will indeed translate into dollars for the advertiser, in this case Starbucks, because they caught you “at the right place and at the right time”.
Meanwhile, market players are talking about the fragmented universe, in both the mobile and web worlds. These worlds may be growing rapidly and widely, however, they are composed of different communities of varying interests, demographics, languages and cultures. Marketers, therefore have no choice but to understand them and respond in specific targeted ways.
The Asia Digital Marketing Association (ADMA) highlighted that in Asia Pacific alone, there are over one billion people online and they are spread across more than 14 countries. Moreover, there’s a profusion of content and data. As such, advertisers and marketers can take advantage of the opportunities.
True enough, some companies are leveraging on this hunger for information by making user’s experience with ads more interactive and dynamic. Some companies in ad:tech featured technologies such as augmented reality in their service. For instance, reading your daily newspaper will not be a static experience. This time, when you see an ad on the page, you may grab your ipad or phone and just focus the camera on that particular ad. Then, you will see various information buttons about that company, for instance, the latest news about the company, stock prices, history, as well as other products or services that companies offer. This ultimately raises the bar for users’ experience. However, the market response to such innovations is yet to be seen.
One obvious area for marketers to tap is social media, where like-minded users come together in a niche space. Hence, according to ADMA, marketers must work hard in order to make sense of their target audience. Some available tools are analytics, behavioural tracking, customer’s data analysis are great and useful tools for engaging customers in a more personalised way.
Many companies choose specific approaches to satisfy the needs of their clients.
As such, some market participants are looking into a more scientific and precise approach for their advertising efforts.
Finally, data explosion will be a growing trend, according to market players. Information in the web sphere alone for Asia Pacific internet users is expected to reach some 530,000 petabytes by 2015, a huge jump from 67,000 in 2010, according to ADMA. That’s like having each person in the world exchange 50 newspaper’s worth of information, the same source added.
BizzTeams was also very much interested in the event's EXPO. We took a few pictures of some exhibitors' boothes. It was a very pleasant surprise to notice LinkedIn among the exhibiting companies at ad:tech.
AKARAG Singapore is a project management company specialized in digital media product development based in Singapore and Tokyo. They also participate at the EXPO.
iCubes is a dedicated Email Marketing solution provider that assists organisations with their email marketing requirements. Its services mainly include Email campaign management, lead generation, Email marketing consulting, trainings & workshops. Their booth at the most noticeable Asian EXPO devoted to online advertising (that is ad:tech Singapore) was certainly predictable.
Dentsu Network is the world’s largest single-brand agency for almost 40 years, that provides a comprehensive range of advertising and marketing services based on their unique “Integrated Communication Design” approach.
Emailvision delivers 500,000 marketing campaigns every month on behalf of over 3,000 clients worldwide. This unprecedented quality of service is driven by 12 years of research and development. They had to take part in ad:tech - and they did:
Another featured company that we noticed at the EXPO was PickmeUp, an international & independent advertising company that specialises in digital display campaigns for online and mobile ads and uses the AppNexus interface - the most effective Real Time Bidding platform in the industry.
Singapore is a very rich and beautiful city. They took care of people, and you feel it there. The ad:tech show was organized perfectly, the facilities were magnificient, and it was very pleasant and comfortable to be there.
The Dentsu's principle Good Innovation applies well to the Internet Marketing on the whole. There is no future without innovations.
Ad:tech Singapore 2012 was really worth visiting. As usual, though.