Mobile marketing association - MMA

2200 people
24 offices
17 markets
Asia-Paciﬁc Yearbook 2014
The premier global non-proﬁt trade
association representing all players in the
mobile marketing value chain

CREDITS
Rohit Dadwal, Managing Director, MMA Asia Pacific
Jasveen Kaur, Senior Regional Membership & Marketing Manager, MMA Asia Pacific
Ammita M, Consultant, Strategic Projects, MMA Asia Pacific
Tam Phan Bich, Country Manager, MMA Vietnam
LE Thi Ngoc Yen, Assistant to Country Manager Vietnam, MMA Vietnam
Amanda Guan, Membership Manager, MMA China
Maggie Qin, Marketing Manager, MMA China
Madanmohan Rao, Yearbook Editor
First published 2014
Copyright © 2014 Mobile Marketing Association
Published by
Mobile Marketing Association
APAC Headquarters
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Foreword................................................................................4
Welcome Letter .....................................................................5
Executive Summary...............................................................6
Part 1
Mobile Marketing – Consumers and Brands........................9
Mobile: The Queen of Queens...........................................................10
Mobile as a mindset not just a channel.............................................12
Creating Value for Media on Mobile and its Impact............................15
Why should Mobile Marketing be the most
Strategic Imperative to Marketers?...................................................18
Big data meets mobile: How choice
engines will shape the future............................................................21
It’s a Mobile World and APAC is Leading the Way...............................23
‘Mobile First’ approach: A do or die
situation for global businesses..........................................................25
The Real Challenge: Mobile Advertising and Attribution.....................27
How Location Reveals the True Potential of Mobile Marketing...........29
Challenges and Opportunities of Measurements in Mobile................32
Part 2
Trends and Impacts.............................................................34
Education: the evolutionary necessity...............................................35
From Mobile to Mobility – the third wave in mobile marketing...........37
Can Creative Ideas Maximize the Potential of
Mobile Media Buying?......................................................................40
The small screen needs big ideas.....................................................42
Not your average text message.........................................................44
Mobile’s Marketing Power across Search and Video .........................46
Mobile Marketing and Content Consumption.....................................50
Making Magic in the Moment:
How Symbiosis Drives Mobile Ecosystems........................................54
Philae Moment!................................................................................56
5 Mobile UX Mistakes to Avoid..........................................................60
Global Initiatives, Local Mandate: Mobile Marketing Agenda..............63
Metrics and Accountability in Mobile Marketing................................65
Reaching Africa’s Masses through Feature Phones............................67
Dynamics of Australia’s Growing Mobile Market................................72
No Mobile, No Marketing ..................................................................74
Unlock the Potential of Mobile Marketing..........................................76
The Landscape of Mobile in Vietnam:
Critical Insights for Approaching M-consumers.................................78
Part 3
MMA Board of Directors......................................................80
Part 4
MMA Membership...............................................................84
Part 5
Award Winners: The Smarties.............................................92
Asia-Pacific
China
India
Indonesia
Vietnam
Mobile Magic: What it takes to be a SMARTIES Winner....................101
Part 6
Data Points.........................................................................104
MMA Asia-Pacific Yearbook, 2014

4
MMA APAC 2014 Yearbook
FOREWORD
Most brand marketers agree: Mobile is transforming
marketing and businesses like nothing else we have
seen or will likely see in our generation. In just the last
couple of years, we have witnessed how marketers
are tapping into the power of mobile at an accelerated
rate to drive real business growth and profitability -
all while leveraging the unique intimacy only mobile
delivers getting them closer to their consumers than
ever before.
Frankly, it feels like this moment is the most exciting
time to be in marketing. And it’s about to get even
more exciting as Mobile, and the MMA for that matter,
is just getting started.
In May 2014, we released the globally adopted new
MMA mission: to accelerate the transformation and
innovation of marketing through mobile, driving
business growth with closer and stronger consumer
engagement. Anchoring this mission are our core
pillars all focused on delivering the highest level of
value to our members:
1. Demonstrating Measurement & Impact: Proving
the effectiveness and impact of mobile through
research providing tangible ROI measurement
and other data.
2. Cultivating Creativity & Inspiration: Guiding best
practices and driving innovation
3. Building Capability for Success: Fostering know-
how and confidence within the marketer’s orga-
nization.
Put more simply, the MMA’s primary role is help
marketers succeed in Mobile. And we are confident
and committed that we have a powerful and aligned
agenda in 2015 to accomplish this.
MMA’s SMoX (Cross Marketing Optimization), our
proprietary research initiative, will provide, for the
very first time ever, real data on the effectiveness of
mobile in the marketing mix as well as scientifically
tell us the optimized level of mobile. There will be
additional insights around the value and role of the
many mobile elements, such as audio, video, native
and location. These insights will be extracted from
actual real world campaigns with Coca-Cola, AT&T,
MasterCard, Walmart, Unilever and others in the U.S.,
UK, China and Brazil.
MMA’s Mobile Inspiration Case Study Hub is currently
at 500+ curated case studies but will grow to well
over 1,000 in 2015. That’s more mobile insight from
more countries behind more marketer objectives
than available anywhere else. Our members can use
these case studies as a way to understand how to
creatively execute against and add inspiration to
their mobile efforts.
The MMA has also developed a thorough learning
agenda aiming to provide its members and the
industry with solid insights that promote the
understanding and success of mobile marketing for
those in marketing and those who provide mobile
solutions. From mobile data to wearable technology
and from CMO interviews to the Mobile Playbook -
and of course this Yearbook - each is designed to
provide thought leadership for mobile marketing.
MMA’s Smarties awards seek to find and acknowledge
the most creative and effective mobile campaign in
the marketing industry today worldwide. In fact, we
had more submissions in 2014 (half of which came
from the APAC region) than even the prestigious
Cannes Lions Mobile Awards.
So I encourage you to join us at any of our 15
events next year (nearly a third in APAC), our over
75 webinars worldwide, the dozens of dinners and
educational sessions. Nearly 15,000 participants did
so this year.
In short, the MMA, as the world’s leading global
non-profit trade association with 800+ member
companies from nearly 50 countries, has never been
better positioned to lead our diversified membership
of major marketers, ad agencies, mobile technology
platforms, media companies and operators. And
we appreciate and further invite you to join the
membership and staff of the MMA on this incredibly
exciting and world changing journey!
Greg Stuart
CEO
New York • Singapore • London • Sao Paulo

5
WELCOME LETTER
We are big believers in the power of mobile and its
ability to drive transformation and innovation for the
advertising industry. I know that you are too.
Globally, there are more people who own a mobile
phone than those who own a toothbrush! Today,
mobile is not simply a nice-to-have or must-have.
Mobile is a must-do-well for brands and their agencies.
ThisisthesecondeditionoftheMMAYearbookinAsia-
Pacific and we hope that you find it to be a valuable
and comprehensive resource on all issues related
to mobile marketing. This year’s edition includes
essays by brand marketers, agency leaders, data
and research providers, and social media companies
on emerging mobile technologies, industry trends,
and creating shared value for customers and brands
through mobile.
I’d like to thank all those who’ve contributed their
expertise and have been instrumental in helping
us put this together. Your participation is a critical
factor in the success of all MMA’s activities from this
Yearbook to our annual Forums.
In the year to come, my hope is that as an industry
we’ll be able to take advantage of the momentum
we’ve created through our events and awards series,
partner events, learning initiatives, mobile intelligence
studies. Let’s continue pushing for better creative, a
stronger understanding of the mobile medium, and
for advertisers and agencies to put mobile at the
heart of their campaigns.
I hope that you enjoy this edition of the Yearbook. Do
let us know if you have any feedback so that we can
make next year’s even better.
Happy Reading!
Rohit Dadwal
Managing Director, Mobile Marketing Association
APAC

6
EXECUTIVE SUMMARY
by Madanmohan Rao
With over 25 authoritative and insightful chapters on
mobile marketing, the 2014 Yearbook brings a wealth
of experience and counsel from across the region.
The Yearbook also has highlights of winners from
the flagship MMA events and Smarties awards in
Singapore, India, China, Vietnam and Indonesia. The
Yearbook lists organisational members in the Asia-
Pacific and profiles the Board of Directors who can
help you scale mobile marketing in your individual
markets and grow the whole industry. The material in
this chapter digs beneath the data points in Part VI of
this Yearbook and throws light on mobile consumers,
brands, trends, impacts, devices, tools and marketing
agendas.
Part I: Mobile Marketing – Consumers and Brands
While content may be “king” in the digital world,
mobile is the “Queen of Queens” – content is
successful only if it gets to the right people at the
right time. In other words, context is a key driver for
digital strategy, eg. geo-targeting. Location-centric
marketing is much more than just mining cookies or
footfalls in a mall, it includes psychographic elements
as well. Proper contextulisation of content helps
marketing deliver a powerful brand experience. “2015
is likely to see a perfect storm of great targeting,
increased scale in inventory, better data and even
more impressive creative formats,” according to
Cheuk Chiang, APAC CEO, Omnicom Media Group.
It is important to understand mobile as a mindset
and not just a channel, argues Dick Van Motman,
Chairman & CEO, Dentsu Aegis Network, South
East Asia. Consumers now spend most of their
media day on mobiles. Advertisers need to leave
their comfort zone, and develop a hunger to learn.
After all, mobile gives power back to the consumer.
Marketers need to invest in the creative process, and
not just stick to earlier strategies. The industry needs
more ‘champions of mobile’ such as Mondelēz’ Oreo.
Mobile marketing should be an embedded activity
and not in a separate silo.
Mobile inventory should no longer be undifferentiated,
and mobile media should have passionate advocates.
But this cross-agency multi-functional initiative
is hard work and requires extensive resources to
understand and leverage mobile, urges Bharad
Ramesh, Founder, eMVC. TV ratings businesses and
outdoor hoardings are just two of the many industries
being disrupted by mobile, and call for cooperation
across the board, including mobile operators and
social media giants. Trends to watch in this space,
in markets like China, include mobile money, O2O
(online to offline) synergy and geo-proximity.
Mobile effectively drives the ‘consumer surplus’ of
the wired ecosystem in terms of additional value
received. Mobiles are at the junction of data flow,
content and consumption. Consumer interactions
require marketers to not just launch and leave an
idea, but learn and resonate these ideas. Mobile will
be the key gateway to bring an additional two billion
consumers into this connected world. “The value
created by a mobile centric strategy is beyond just
marketing, it is just going to be central to the way we
run our business,” argues Gowthaman Ragothaman,
COO, Mindshare World.
One challenge in the digital world of plenty is that
too many choices can lead to decision paralysis,
postponed decisions and less satisfaction. To be
successful, mobiles should be able to deliver to users
a customized set of choices based on behavioural
context. “Simplifying the world’s choices on
the mobile is the next big consumer marketing
challenge,” explains Suresh Shankar, Founder, Crayon
Data. Success lies in finding ways to reduce big data
to relevant data.
Mobile engagement is deepening in the Asia-Pacific,
as well as use of social media such as Facebook
for online and offline networking. Multi-screening
behaviours and video consumption are mushrooming,
according to Dan Neary, Vice President, APAC,
Facebook. The Internet.org initiative aims to bridge
the digital access gap, and mobile will be a key
marketing tool for the next billion digital consumers.
Rich media on smartphones can be effective in
boosting ad engagement substantially. “Native
advertising has raised the bar for personalised
mobile advertising by maximising engagement and
minimising intrusiveness,” argues Vikas Gulati, Vice
President, Southeast Asia, Vserv. Mobile is powering
the ‘sharing economy’ and opens up new avenues for
product innovation and supply chain management,
not just advertising and marketing. Mobile marketing
has been slowly transforming and evolving into data-
driven marketing.
The growth of mobile marketing is being held back
because of the difficulties in measuring its impact,
or ‘attribution analysis.’ One reason is mobile web
browsers generally do not support cookies. Newer
models raise challenges of scale, granularity and
privacy. Mobile marketing calls for “more sensitive
measurement efforts and richer analytical thinking,”
urges Leo Scullin, head of Global Industry Initiatives
for the Mobile Marketing Association. Components
such as in-app purchases and mobile optimised
video open up new frontiers in Smart Mobile Cross
Marketing Effectiveness (SMoX.ME).

7
As the umbrella of the ‘digital’ ecosystem continues
to spread, the range of active devices includes
smartphones, tablets, phablets and Internet of
Things (IoT). Measuring mobile impacts in the long
term calls for a range of tools including user panels
and census tags. These multiple data sources vary
in levels of accuracy and sophistication in different
markets. For example, marketers need to understand
the relationships between smartphone and tablet
audiences on browsing and apps in varying income
groups. This calls for trusted independent data
sources and rigorous methodology, says Joe Nguyen,
Senior Vice President, Asia Pacific, comScore.
It is through location that mobile can deliver the most
personalized and relevant advertising to influence
where consumers are going, thus connecting the dots
between online and offline sales. In China, one-third of
marketers reported that they are using geo-location
“always” or “frequently” in mobile marketing. MMA’s
Location Terminology guide is a useful educational
tool in this regard, to help marketers understand new
ways of customer profiling and behaviour modelling.
“With location, marketers have finally found the
Holy Grail in advertising and the tools to achieve it,”
argues Yang Cao, General Manager, APAC, xAd.
Keeping up with the vast range of trends and impacts
in the world of mobile media calls for a strong
commitment to learning through formal interactions,
events and online education. However, marketers do
not seem to be great at investing time in learning.
“Marketers have an opportunity to connect, engage
and influence consumers in a more personal way
than ever before,” argues Paul Berney, Managing
Partner EMEA and Co-Founder of mCordis. MMA has
now created an accredited qualification in mobile
marketing that can be recognised by educational
institutions and employers alike.
Smartphones and even feature phones continue to
offer smarter ways of audience engagement. The
Third Wave has also emerged via the Internet of Things
in the form of ‘wearables’ and ‘nearables,’ observes
Ashutosh Shrivastava, CEO, MindShare Asia-Pacific.
A spectrum of attractive – and sometimes confusing
– options is opening up for marketers via mobile,
in scenarios ranging from media consumption to
e-commerce. Industry standards and benchmarks
will help pave the way for more learning, in addition
to case studies documented by MMA.
Advertising campaigns are built around three
essential pillars: Audience, Content and Experience,
and mobile is transforming these pillars. Investing in
creative ideas can lead to a marked increase in ad
performance in mobile as well. A campaign can get
44% more engagement by increasing their creative
spends on mobile, argues Rahul Pandey, CEO,
Bonzai. There is a need to tap into the potential of
mobile and test its limits via new kinds of UX for geo-
location data and social sharing. Mobile is a medium
of creative brand expression in its own right.
Mobile offers a constant stream of opportunities for
innovative marketing. However, mobile marketing
should have a big idea behind it, not just a gimmick
or a generic app. “Using mobile in more imaginative
ways can lead to work that is both innovative and
useful,” argues marketing consultant Graham Kelly,
citing examples from Sky, Tokyo Aquarium and
Mercedes. Features like Augmented Reality have
been around for years but are still used quite badly.
It is therefore important to keep the emphasis on
marketing concepts that are simple, intelligent and
insightful.
Mobile is evolving not just in terms of device factors,
but content and communication. Messaging apps
combine the visual quality of social media with the
immediacy of SMS, making it the closest tech has
come to mimicking real human interactions, explains
Krishnan Menon, Chief Client Officer, Asia Pacific at
Wunderman Network. Messaging apps demand a
re-thinking of digital and social strategy to get the
most of out of them. That requires understanding
the dynamics of messaging apps and getting the
relationship right. Each new media shift can bring
brands closer to effective consumer conversations.
Search and video marketing play to the unique
strengths of the smartphone. They have important
contextual clues about local intent, depth of personal
connection and task orientation, according to Matt
Brocklehurst, Product Marketer, Mobile Ads, Google.
Location extensions, call extensions and app
extensions are useful marketing techniques, along
with mobile-centric creatives and sites. The key is
to engage with the hearts of customers, and not just
target their wallets.
Mobile devices and mobile usage continue to
outpace desktop with strong increases year-over-
year worldwide, observes Dr. Beverly Harrison,
Senior Director – Research, Yahoo! Experiments
and insights are needed to understand this shift: for
example bursty smartphone usage suggests that
context must be preserved in apps via avoiding need
for excessive link traversal. Time-of-day usage affects
consumer receptiveness to ads as well. Models such
as ‘alarm clock’ morning news feeds can meet such
needs. Other avenues to explore include use of
iBeacons to detect and connect with nearby users.
Mobiles are perhaps the most disruptive technology
invented since the airplane, observes Sushobhan
Mukherjee, Founder, Narrative Technologies. Both
the airplane and the mobile have made the world
a smaller, more intimate place. Examples of mobile
success include Nike Plus and Kenya’s m-Pesa. Both
succeeded by truly mastering symbiosis, weaving
together consumers, cultures and innovation
respectively. As change agents, marketers and
brands must redefine the mobile ecosystem and
create magic in The Global Commons.

8
Just as the robotic Philae Lander had a bumpy landing
on Comet 67P in 2014, so also mobile marketing may
not yet have properly arrived at its destination but
will eventually do so, argues Naru Radhakrishnan,
Chief Client Officer, South East Asia, Millward Brown.
The mobile ecosystem has been on a trajectory that
is fast and fiery, and faces challenges of The Big Rift
(between consumer adoption and brand saviness),
The Big Idea (one single brand proposition), and The
Big Hole (lack of clarity with RoI).
In practical terms, brands need to develop best
practices in mobile user experience (UX). In addition
to form factors and ergonomics, designers need to
factor in the interrupt-driven nature of mobile usage.
Mobile devices generate a lot of information about
the user, and contextual data can be used intelligently
to pleasantly surprise the user. Dissecting the mobile
user experience into key components, and placing the
user’s expectations at the centre, yields a conceptual
framework for building and evaluating good mobile
experience, explains Rajat Harlalka, CEO, Bellurbis.
Market leaders must create ‘brands with purpose’
– purpose that is meaningful for people’s lives, and
bring together global and local insights. A range of
cases from Indonesia and India show how smart data
can be used for better mobile targeting, according
Adeline-Ausy Setiawan, Media Director, Unilever
Indonesia and SEAA, and Maneesheel Gautam,
Invention & Digital Leader, MindShare Indonesia. This
integration, however, calls for hard work, creativity
and cooperation. “Execution is king, Content is
queen” in the world of mobile marketing – and
marketers must “have balls for hard calls” in order
to succeed.
Earlier metrics such as Marketing Performance
Measurement (MPM), Advertising Performance
Measurement (APM), Click Through Rate (CTR) and
Conversion Rate (CVR) do not apply as easily to
the mobile world. The typical mobile ad network is
blind, and mobile media lack audience measurement
at scale, argues Anindya Datta, Founder, CEO,
Chairman, Mobilewalla. Without transparency and
effective audience measurement, mobile advertising
will have a hard time achieving levels of accountability
common in traditional media advertising, and that is
where industry cooperation will be needed.
In 2013, global smartphone sales exceeded feature
phone sales for the first time, but there is still lots
of mileage via feature phones in the emerging
economies of Asia and Africa, argues Ramya Rajan,
Marketing Manager – Brands, InMobi. Mobile has
great influence on purchasing behaviour in countries
like Kenya and Nigeria. Africa is a mature feature-
phone market and a “first-phone” market. A number
of mobile marketing successes have emerged in
Africa, such as the Excella’nt Competition campaign
initiated by Mobitainment for Wilmar Continental.
Other successes are m-Pesa in Kenya, Mixit in South
Africa and Afrinolly in Nigeria.
2014 may well have been the year of the mobile
for Australia, thanks to widespread consumer and
agency adoption, according to Jonathan White,
VP and Regional Director for InMobi Australia and
New Zealand. 56% of Australia’s mobile web users
use their phone as either their primary or exclusive
means of going online. The average consumer has
well over 30 apps on their phone. Location and
demographic targeting are the most popular. Growth
in mobile use over 2015 in Australia is likely to come
from social media, followed by general search, email
and downloading apps.
The mobile phone has an unparalleled reach in India,
around 921 million users, as well as 180+ million
active mobile Internet users. In the coming years,
the Internet in India will bypass the boundaries
of English language and will evolve to become
more visual and video content led, according to
Tushar Vyas, Managing Partner, GroupM South Asia.
Mobile first destinations are the new norm, such as
Whatsapp, Flipboard and Uber. Adaptive marketing
and advertising in the ‘stream’ will enable new kinds
of calls to action and instant engagement.
More than 20 million actively used smartphones in
Vietnam have become the bridge between proactive
brands and mobile consumers. Around 90% of the
population has a mobile, and mobile advertising
campaigns in Vietnam via networks such as AdTima,
Admicro and GFM have helped target customers
at a reasonable cost with effective measures.
Mobile marketing is becoming more popular with
applications from big global brands, and a number
of home-grown successes are emerging, despite
some complaints about irrelevant and unwanted
advertising.
Dip into this Yearbook and draw your own inferences,
takeaway points and action items! Get involved, get
excited, and get on board for driving the mobile
momentum in the Asia-Pacific and beyond!
Madanmohan Rao is the editor of the Asia-Pacific
Internet Handbook. He has published over 15
books spanning five series, covering digital media,
innovation, knowledge management and culture.
He is research director at YourStory Media, and has
spoken at conferences in over 80 countries around
the world. He was the editor of the MMA Yearbook
2013, and can be followed on Twitter at @MadanRao

MMA
APAC
2014 Yearbook
PART 1
MOBILE MARKETING
– CONSUMERS AND
BRANDS

10
THE QUEEN
OF QUEENSby Cheuk Chiang, APAC CEO, Omnicom Media Group
I remember years ago when an old boss of mine
had one of those brick phones. Back then, mobile
phones were a luxury and the Motorola 8000M Thick
Brick Cell Phone as it was known, was leading edge
technology that allowed you to do one thing – make
phone calls from anywhere!
How technology has evolved. Today, mobiles (as
we now call them) allow us to watch videos, play
games, surf the net, text, listen to music, photograph,
socialise, recognise, exercise, bank, book, buy, add,
make movies, plan, check the weather, power up,
mail, locate and find, trade, take notes, - and make
phone calls!
Mobile has forever changed the way we communicate
and share information and we now feel the need to
be connected almost anywhere and everywhere.
Futurists like Ray Kurzweil often talk about how
technology is conforming to us. They speak about
the culmination of singularity or the technological
creation of smarter-than-human intelligence. They
say that it is something that is coming in the not so
distant future.
When you consider that smartphones are almost
becoming an extension of ourselves, rarely leaving
our sides (just check your pocket), you have to
believe there is some truth here.
The rise and rise of mobile has primarily been driven
by our insatiable appetite for content.
The person who coined the term “content is king”
was onto something but failed to point out that whilst
content is king, context is the queen that wears the
boots. We are indeed drowning in a sea of content
be it native advertising, or sponsored and promoted
content. Whilst it is correct to say that the quality
of content needs to be improved to be noticed, the
other more important point is that no matter how
good the content is, if it is not discovered, then it is a
wasted effort. The most expensive, most creative and
most entertaining content is truly worthless unless
the intended audience is finding and sharing it.
So getting the right content in front of the right
people is critical for content to succeed.
And so this is where Mobile is the Queen of Queens.
In the realm of mobile advertising, context is
everything. Who is seeing the ad? Where is it showing
up? And what exactly are customers doing when they
see it? Mobile allows marketers to more effectively
deliver a content marketing strategy because it is
better targeted and more engaging.
Of the available tools mobile advertisers are using to
target the ideal customer, one of the most popular
remains Geo-Targeting - the broad term applied
to any and all strategies that use location data to
determine who is and is not a part of that perfect
audience.
Mobile and location have been inextricably linked
because of the unique GPS capability of smartphones,
cell tower triangulation and even Wi-Fi and Beacon
technology.
Yet, when we examine how marketers are using
the potential of location, we often see that their
perception of location targeting is fairly superficial
and can be a little bit blinkered. Marketers most
commonly use mobile merely as a means to direct
footfall to a predetermined location – primarily
retail space, or for an event. However, this is merely
skimming the surface of the power of location.
Historically the quantity and quality of location
data has been rather poor. Very often, longitude
and latitude data available in-market were either
inaccurate or did not exist. Usable location data is
now available and extremely granular, allowing us to
think about our targeting in new and exciting ways.
Until now, we have targeted consumers based on
contextual relevance, investigating how sites and
apps index against certain demographics or by
the user’s mobile browsing history. If an advertiser
wants to reach a football audience, we buy ads in
football related apps. Equally, if we want to reach a

11
technology savvy audience, we target specific tech
sites. But what if we want to reach parents? The scope
of potential sites and apps is much broader and will
inevitably lead to wastage. This is where location is a
thrilling additional data layer, which adds even more
relevance to our communications.
Using the same examples above, if we want to reach
a dedicated football fan, we can geo-fence football
stadiums and target fans who actually attended
matches – arguably the sort of passionate fans
advertisers would love to reach, rather than more
passive fans who read editorial content. Equally,
we can also target tech malls, seeing which ad
impressions have come from these malls, tagging the
devices and later retargeting them.
Reaching parents is a more interesting example
because we can add multiple geo-location data
points. If somebody has been to a school in the
morning and again at 3-4pm, they are likely to
have dropped their kids off at school. If they have
also been to leisure centres, playgrounds and family
destinations such as Legoland, then they are almost
certainly a parent.
Through setting up and monitoring the traffic in pre-
determined locations such as schools, malls, and
CBD areas, as well as using additional data points
including browsing history, we are better able to
identify differing audience segments more accurately
and precisely.
Context is no longer determined through browsing
history, it is also derived from geographic behaviours
and patterns.
The more data points we have, the clearer the picture
of the target audience becomes. We can better
differentiate within broad audience segments e.g.
males of age 25-35, based on their location patterns
– avid international travelers, parents, golfers, hawker
food customers, people who live in upmarket condos,
and so on. This enables more precise targeting that,
if done well, would provide the target audience with
relevance and not annoyance.
Our ultimate goal is to serve the right brand
experience, to the right person, at the right time.
Location helps us determine with far greater accuracy
who our audience is, which in turn makes brand
experiences more relevant and more engaging.
Geo-targeting, therefore makes the mobile space
very exciting and unleashes its true potential.
Agencies have been talking up the potential of mobile
for a long time now and many advertisers are now
emerging out of the ‘test and learn’ stage. More often
than not, brands realise that mobile is producing
stellar results, not just on their digital campaigns but
also their multimedia campaigns.
At Omnicom Media Group, we are constantly trying
to push the boundaries of mobile advertising.
Despite being in a region with relatively poor data
capabilities, we have found fresh ways to integrate
with data providers to enhance our targeting
capabilities. Our planning teams are working with all
our clients to determine the role for mobile in their
communications strategy and where this incredibly
powerful medium can exert the most influence.
2015 is likely to see a perfect storm of great targeting,
increased scale in inventory, better data and even
more impressive creative formats.
Once advertisers embrace mobile-first content with
more enthusiasm, location data can dynamically
alter our advertising messages, such as highlighting
specific stores local to one’s real-time location. We
anticipate that the mobile media landscape will shift
towards an increasingly sophisticated one, with more
confident clients eager to capitalise on the potential
of mobile. The new industry benchmark will be
mobile campaigns that go beyond just a snazzy rich
media ad unit, but one that utilises clever audience
targeting, coupled with interactive creative formats
that will dynamically adapt depending on who and
where the consumer is.
If you had of told me years ago that my boss’s
mobile would someday become the most powerful
and pervasive communication vehicle on the planet,
I would have probably would have thrown a brick
at you (well, maybe not his). Nobody knows what
is in-store as mobile only continues to evolve and
positivity affects our lives.
Long live the Queen (of Queens)!
Cheuk Chiang is CEO, Omnicom Media Group,
APAC. He has 22 years of experience in media and
agency management roles. Cheuk led PHD Asia
Pacific for five years as its CEO. In 2002 he was
conferred Media Magazine’s Suit of the Year award,
and Agency Innovator of The Year by Internationalist
Magazine in 2012. Cheuk has served as judge at the
Cannes Lions International Festival.

12
MOBILE AS A MINDSET
NOT JUST A CHANNEL
Dick Van Motman, Chairman & CEO,
Dentsu Aegis Network, South East Asia
It has been about a decade since the first pundits
began calling it ‘the year of mobile.’ While that year
has come and gone, marketers for some reason still
have not caught up with mobile. We are still talking
about how we can integrate mobile with mainstream
media. It is backwards thinking. How can you not
consider something that almost everyone in the
world is using for communication, social networking,
entertainment, and information as mainstream?
Common marketing wisdom tells us one thing, and
that is to be where the consumer is. While mobile
is not glamourous and executing mobile campaigns
might seem tedious, it is where the consumer spends
most of their media day now. The advertising industry
needs to keep up with consumers and be on mobile if
we want to continue to be effective.
In Asia-Pacific, the uptake of mobile marketing has
been slow, with only a few brands leading the push
for mobile. There are still a few interlinked issues left
to be resolved in the region before the wholesale
adoption of mobile will take over. We need to develop
a greater understanding of mobile across the board
while expecting the same high standards of creativity
on mobile as we do on other media. This also means
investing time and money in measuring our success
so that we can prove the value that mobile brings to
the table.
CLARITY AND UNDERSTANDING ABOUT MOBILE
A common refrain amongst clients and agency folk
is this: “If my campaign is working and is delivering
results, I don’t need to use mobile.” To them I would
like say that it is our responsibility as marketers to
make more of an effort to understand what is taking
place now and to accept new ideas.
Since the first campaigns that ran on mobile, there
has been reluctance amongst the industry to embrace
mobile. A lack of understanding of what mobile can
do for the campaign is one of the biggest inhibitors
and we need to do a better job resolving this issue.
We need to stop being afraid to leave our comfort
zone, and develop a hunger to learn. Most of all,
agencies must first equip themselves with a strong
understanding of mobile’s role in the marketing mix
before transferring that knowledge to brands and
their clients.
The only form of media that moves, mobile gives
power back to the consumer. This means that
consumers are their own brand authority and have
the power to pick and choose not only which brands
to engage with, but also when and where to do so.
In addition, mobile is accessible, following people
wherever they go; personal, used as an extension of
the individual; and connected, reaching people 24/7.
These unique characteristics bring opportunities that
have not been available to the advertising industry
before. The possibilities should excite marketers and
drive us to do better work for our clients.
DRIVING THE NEED FOR CREATIVITY
Closely linked to the issue of clarity is the seeming lack
of ‘ground-breaking’ creative in mobile campaigns.
There is still a distinct disparity between the level of
creative and the potential offered by the medium.
Asia’s conservative, wait-and-watch attitude is
a barrier here. The unwillingness to invest in the
creative process, and opting instead for strategies
that have worked in the past, inhibits creativity.
The diversity of the market itself is also another
factor. Needless to say, the region is a fragmented
market, issues such as cultural preference, types
of phones (including their OS preferences),
language, infrastructure, population size and even
communications patterns make the drive to higher
levels of creativity a daunting task. Not only does
the creative need to adhere to the medium, a whole
myriad of other factors come in to impede our task.
To overcome this scarcity of creative efforts, we need
to be braver as an industry. ‘Champions of mobile’
such as Mondelēz’ Oreo are helping lead the region in
the push for stronger creative efforts. They recently
created playful emoticons that incooperated pictures
of parent and child together on WeChat, a great
example of increasing consumer engagement using
mobile’s in-built features.
MEASURING SUCCESS IN MOBILE
Measurement and attribution has always been an
issue in the ad world, and mobile brings this to the
forefront once again. Until recently, though there was
an abundance of data, there wasn’t enough expertise

in the industry to make sense of it.
In digital, people understand cookies, but mobile is
not a cookie-based environment. Due to a lack of
uniform measurement tools, level of conversion for
mobile compared to some of the more developed
web conversion models is perceived to be lower.
Thankfully, the situation is a little better now. The
emergence of analytics firms for the mobile space,
such as e-Marketer and Flurry, means that the wealth
of big data can now be meaningful for to advertisers.
But we must not stop now. We must continue to
invest in developing sound measurement metrics so
that we can link results back to specific campaigns.
EMBEDDED, NOT SILO-ED MOBILE
Across the industry, agencies are still putting mobile
in a silo. A specific division or group is usually in
charge of the entire agency’s mobile-related work.
This practice has repercussions across the board and
will have to change before the market can become
more open to mobile. Mobile should be embedded
within the entire digital process, if not the entire
agency.
Mobile has evolved to become such a powerful
medium that it penetrates almost all demographics
and psychographics and is able to reach out to an all-
encompassing audience. It’s no longer a niche medium
and neither should the marketers who specialize in it.
THE DAN APPROACH
At Dentsu Aegis Network, we are resolutely client-
centric in our approach to delivery. We believe in a
single P&L model that works well to ensure best-in-
class solutions are created for our clients. Ultimately
our clients do not care where in the network these
solutions come from, just that they are delivered
well, delivered fast and delivered smartly. To this end,
we are about solving problems for brands, and we
increasingly see that mobile is earning its place at the
heart of the solution. Fundamentally, we believe that
mobile capability should be a hygiene element of the
communications process, that it should pervade the
network and integrate with all the other channels
in the communications mix. This approach seeks
to de-silo mobile from a purely specialist discipline
positioning and move delivery and understanding of
mobile channels across the network.
Training is an important part of the DAN approach
and mobile is an integral component. We have a clear
understanding of the strengths of mobile, the diverse
ways in which consumers interact with their mobile
devices, and the difference this has made in the path-
to-purchase. It is a core part of our digital strategies.
We strongly believe that there is great potential in
mobile beyond traditional banner ads and focus our
creative efforts towards pushing the boundaries
to create campaigns that add value to the lives of
consumers.
A campaign that best demonstrates this belief is
MERRIES Babysitter, a mobile-led campaign we
ran for MERRIES Baby Diapers in Thailand. With
many infant diaper brands to choose from, it is not
uncommon for parents to switch brands depending
on price. To create brand awareness, we created a
mobile app that recreated the sound that a baby hears
in the mother’s womb. With a frequency between
6,000 and 8,000 Mhz, it is proven to comfort babies.
Parents could download the sounds by scanning the
QR code on packs of MERRIES they purchased. We
also created new Babysitter sounds and released
them every month as babies would grow immune to
the same sound after hearing it repeatedly.
The campaign increased parents’ awareness of the
MERRIES brand by 35 percent. Without compromising
on price, the campaign helped the brand helped
encourage repeat purchase, resulting in a 25 percent
growth in sales.
Ultimately I believe that the APAC region is moving
in the right direction when it comes to mobile.
There needs to be a little more push in increasing
clarity about the medium, and bravery in execution
of creative campaigns. As the region continues to
mature on this front, I am almost certain we will
see the creative mobile campaigns become more
common.
Dick Van Motman is Chairman & CEO of Dentsu Aegis
Network/Southeast Asia. He has worked across Asia
for over 20 years, and currently heads up both the
former Dentsu and Aegis assets, comprising out of
35 operations, and more than 1,700 people across
brands like Carat, Isobar, Posterscope, Vezeum,
Dentsu and iProspect. He was earlier with Ogilvy and
Mather, D’Arcy, Leo Burnett and DDB Worldwide.

15
CREATING Value FOR
MEDIA ON MOBILE
AND ITS IMPACT
Bharad Ramesh, Founder, eMVC
There is more value in generating
transformative insights on consumer
behaviour and last mile conversions
than in selling undifferentiated
media space.
Mobile media owners are befuddled. Mobile traffic is
increasing much more sharply than desktop traffic.
And yet, the media budgets are not moving faster
into mobile.
But, marketers and agencies are already spending
on mobile. Google Search and Youtube video ads
now scale across devices with no extra effort.
Without having to do anything deliberate, mobile’s
contribution to the media plan’s total impression
share keeps growing. So why direct additional
investment into mobile?
So long as mobile is within the subset of digital
spends, the impact will not be transformative.
Particularly since mobile inventory is undifferentiated,
cheap, and has no clear media advocate. Search was
championed by Google, Social by Facebook, Display
by Yahoo… Now, which media owner of similar stature
is championing mobile? Everybody and nobody.
Where is the value being created for brands today in
this region?
Mobile is transformative in ways that marketers,
who have barely figured out digital, are struggling
to map. Mobile is increasingly becoming a content
consumption and need fulfilment device. But not
everybody is thinking of designing for Mobile when
they design for Digital. This is a significant problem in
this region where mobile drives internet traffic.
The best use of mobile is when it becomes an
integral part of the marketing effort, and lends itself
to addressing brand challenges during the consumer
path-to-purchase and post purchase journey. This
requires a cross-agency multi-functional marketing-
led initiative i.e. hard work. It requires marketers and
their agencies to think through the consumer journey
and design experiences that reward consumers for
the time they spend with the brand. It also requires
media owners to tie in desktop and mobile web
usage with offline user behaviour.
How many mobile media owners have the intellectual
bandwidth, the technology, or the resources to work
with advertisers and their agencies to map this out?
Who would these media owners be?
How many media agencies and marketers have in-
depth knowledge of consumer’s mobile behaviour to
maximize the opportunity?
In the near-term, the biggest impact that mobile
media owners can have on marketers and the media
agencies is by going beyond selling space and
engagement. Their true value lies in the knowledge
they have of users mobile behaviour – where do users
go, what do they consume, what is the mobile ‘prime
time’ and so on. Mobile media owners can transform
the way media agencies go about making their media
investment choices by providing them with insights
and intelligence about consumer behaviour.
Here are a few examples that I have come across of
how transformative such information can be:
- The Out-of-Home media business will be
significantly disrupted once we start evaluating
actual data on traffic patterns based on mobile
phone data, and plan accordingly. Are certain sites
worth what is being charged? Are there cheaper
sites we can use to reach the same consumer? Can
we start using traditional media measurement and
cost metrics like R&F and CPMs? Can we help retail
business with analysis on their traffic patterns? Will
this lead to more media investment and smarter use
of mobile by the advertisers? The answer to all of the
above is ‘Yes.’
- The entire Screen-Neutral Planning process can be
more impactful when mobile media owners can bring
in insights on video consumption on mobile devices
– such as what content gets consumed, during
what times of the day. It would be really useful to
fuse actual mobile video consumption data into the
optimizers to plan video. We can track cross-screen
activity during TV broadcasts and get a sense of how

16
engaged users are with the content. We can also see
if there has been any mobile search or chatter after a
particular ad went on-air.
- The TV ratings business can be easily transformed
with audio-recognition technology like Shazam. Apps
like that also allow measurement of digital screens
and ambient radio.
- TVCs can be copy-tested almost in real-time by
streaming it to a panel of pre-selected subscribers
who get rewarded with air-time or data packs for
their time.
And finally, my favourite: the use of mobile to close
the last mile in-store when the consumer is actually
making a decision. Whether it is for couponing,
checking nutritional information, comparing prices,
reading reviews, getting more information, validating
the brand with a friend, or celebrating the post-
purchase moment - mobile is an ever-present but
under-rated utility that can tip the user into the
brand.
These are small steps, no doubt. But the intent behind
them is key. Mobile media owners will no longer just
sell space. In their own way, across many fronts,
they are enabling marketers and media agencies to
transform current ways of doing business. It elevates
mobile media owners from yet another inventory
or supply reseller in a transactional relationship to
strategic advisors who can guide marketers.
One only needs to review the winning entries in the
2014 Mobile Marketing Association (MMA) awards to
get a sense of how brands across product categories,
consumer segments, and countries have used mobile
incredibly well across the consumer’s path-to-
purchase journey. Examples range from Nike in Hong
Kong connecting to real fans for pre-ordering hot
sneakers, to Unilever’s Kan Kajura Tehsan which use
mobile transform people’s lives and grow brands.
A key player in this transformation will be the telcos.
They have unmatched ability to marry subscriber
data with user behaviour across devices and
screens. However, given the relative insignificance of
advertising to their overall bottom-line, it remains to
be seen as to how many of them are willing to put
in the time and effort. Maybe the way forward for
them to maximize the opportunity is outsource this
to nimbler, specialist partners who have the mindset
and the relationships.
As for the media agencies, perhaps it is time to retrain
the research and insights wonks sitting near the
printer to work with real-time data from the mobile
media specialists, and directly impact the plans that
marketers sign-off on.
If I had to bet on a country that can teach us how
this space will evolve, I would pick China. The sheer
pace of change, led by large yet agile internet giants
(Alibaba, WeChat), the gadget-happy Chinese
consumers, and nimble marketers fighting for share,
mean what happens in China today will be replicated
in the U.S. or the rest of Asia later.
There are three emerging trends in mobile that I see
as being widely adopted in the next 18 months.
1. Mobile Money: Apple Pay is the tipping point
for payments via mobile devices becoming
widely adopted. Retailers are already using mo-
bile-based loyalty coupons, and getting transac-
tions paid with mobile is the next logical step.
Payment or money transfers through mobile
phones is already an established practice in
countries as varied as Kenya and Pakistan. BPCE,
a French bank, just launched a service for users
to pay via Twitter. Change is coming.
2. O2O: Increasing use of O2O (Online 2 Offline or
vice-versa) that allows users to engage further
with the brand in exchange for say, airtime or
data, or leads to a purchase. The technology has
existed for some time, but services like WeChat
now make it very easy for users to embark on the
O2O journey.
3. Local retailers and geo-proximity: Local retail
businesses have not tapped into the power of
mobile. They are on Facebook and possibly on
Google Maps, but the ability to attract consum-
ers when they are in the mood to buy, and get
more than their fair share of foot-traffic is a blind
spot. Perhaps they are not aware of the possibil-
ities, or do not know how to go about doing this.
A clear opportunity for local media companies to
grow their share of the local advertising pie.
For marketers who have not yet embarked on the
mobile journey, here are five simple activities that
can get you started.
1. Rethink Mobile
From a marketing perspective, mobile is not a
screen or another media channel. Its function and
role needs to be integrated into the marketing mix
– all the way from consumer insights to delivering
brand experiences, closing the sale and the post-sale
advocacy.
2. Steal with Pride
Yes, everybody wants a MMA award for their mobile
work, but that quest may mean that nothing gets
done. Instead, simply adapt interesting and relevant
mobile executions already done by others (either
within your organization or by another brand), tweak
it, and get the ball rolling. It could be as simple as
getting real-time insights on a newly launched TVC.
3. Demand more from your agency partners
Marketers have multiple agencies, with specialists
who are very good at what they do. Ask them to
help you out. Develop a mobile agenda with different
agencies contributing. Look for agencies that have
demonstrated a body of work on mobile across
various clients and countries. That shows a far better

17
understanding of mobile than doing award winning
work on one specific client. Ask and you shall get.
4. Engage directly with media owners (Facebook,
Google, InMobi, local telcos)
Mobile is new territory and changes rapidly. The fastest
way to build organization capability and knowledge
is to tap into the media owners and local telcos. New
ideas, capability building, and insights on consumers -
the media owners have the resources, knowledge and
experience in helping marketers use the medium to
its best. One should not just restrict oneselves to the
‘digital or mobile’ media owners. It is always good to
have a chat with the leading newspaper or TV station
in your market, and understand how they view mobile
and how they are adapting to mobile. You may just
come away pleasantly surprised.
Don’t hire a mobile specialist - hire a digital
strategist first
Mobile should always be viewed as part of an
organization’s digital transformation initiative rather
than a stand-alone project or media. It is important
to first have a resource who has a holistic perspective
on digital, rather than a sub-specialist (social or
mobile). This resource can also help manage the
agencies better. One can always tap into a mobile
expert as and when the need arises.
Bharad Ramesh is founder and chief analyst at
Singapore-based eMVC, a media advisory firm that
works with marketers and media owners to realize
value from media investments. He was previously
head of trading and partnerships at VivaKi, South
East Asia.

18
WHY SHOULD Mobile Marketing BE THE MOST
STRATEGIC IMPERATIVE
TO MARKETERS?
by Gowthaman Ragothaman, Mindshare World
There are four important perspectives that I would
like to bring to bear for marketers to help get a
sense of the rising importance of mobile marketing
becoming extremely strategic in the future.
First is the concept of Consumer Surplus - from a recent
report from McKinsey to understand the value created
by the mobile ecosystem with the various interactions
consumers have between themselves. Second is the
Tip of the Iceberg estimation of what infrastructure
and quality content can bring to the party. Third is
The Confluence of Pipe, Data and Content as the new
communication ecosystem. Fourth is the emerging
importance of Content Marketing in the new digital
age of marketing communications. The objective of
this article is to help marketers connect these four dots
to understand the importance of mobile marketing.
A. MOBILE WILL CONTINUE TO DRIVE THE ENTIRE NETT
CONSUMER SURPLUS IN THE WIRED ECOSYSTEM:
Consumer surplus is broadly defined as the
difference between an item’s “total value” or “total
value received” to consumers and the actual price
that they pay for it. In other words, if consumers
pay less for a product than what it is worth to them,
consumer surplus represents their “savings”. In the
connected world of internet, when consumers tweet,
exchange photos, or search for information on the
web, they have come to expect that all this will be
free! This panoply of services by web providers is
estimated to be nearly €130 billion in the U.S. and
Europe (using survey data and statistical estimation)
as to how much consumers would be willing to pay
for each of a range of services and then aggregated
them, when McKinsey took the measure of these
consumer benefits! A 2013 update suggests that the
consumer surplus has nearly doubled, to €250 billion
and three-fourths of the incremental surplus results
from the explosion in consumer use of the wireless
web through smartphones and tablets—propelled
by the migration of web services, communications
channels, social media and entertainment to these
wireless devices.
While web services are free to consumers, many
companies providing them generate income from
their extensive platforms and user networks, through
advertising or access charges for valuable information
about consumers and their preferences. Marginal
utility is the increase in satisfaction a consumer gets
from consuming one additional unit of a good or
service. In very general terms, the marginal utility of
goods and services is subject to diminishing returns
- in other words, each additional unit purchased
provides less and less benefit to the consumer.
Eventually, the marginal utility of the good or service
diminishes to the point that it is not “worth it” for the
consumer to purchase an additional unit. If we identify
these two activities as a cost to users and set a price
they think they would pay to avoid disruption of
their web experiences or to limit the risks associated
with sharing personal information, since 2010, as per
McKinsey, these costs have risen to €80 billion, from
€30 billion, reflecting growing consumer sensitivity
to web clutter and privacy issues.
Even after we remove the cost of marginal utility
from the overall consumer surplus, we are witnessing
an overwhelming €170 billion nett positive value
created by the connected world of internet across all
screens. Interestingly, in a sign of maturing usage, the
nett surplus for the wired web has remained close
to flat since 2010, as a large increase in privacy and
clutter risk balances the increased surplus. Mobile
usage drives almost the entire increase in the overall
nett consumer surplus across all the screens.
B. AND WE ARE STILL AT THE TIP OF THE ICEBERG
AS A LARGE SHARE OF POPULATION IS STILL OFFLINE!
Despite the increasing utility of the Internet in
providing access to information, opportunities and
resources to improve quality of life, there remain
large segments of the offline population that
lack a compelling reason to go online. Barriers in
this category include a lack of awareness of the
Internet or use cases that create value for the offline
user, a lack of relevant (that is, local or localized)
content and services, and a lack of cultural or social
acceptance. The root causes of these consumer
barriers include the high costs that content and
service providers face in developing and localizing
relevant content and services and their associated
business model constraints, low awareness or
interest from brands and advertisers in reaching
certain audiences, a lack of trusted logistics and
payment systems (thereby limiting Internet use
cases such as e-commerce and online banking), low
ease of doing business in specific regions (thereby

19
impeding development of local or localized content
and services), and limited Internet freedom and
information security. While low incomes and
affordability is also an additional barrier this barrier
is predominantly rural at the moment affected by
adjacent infrastructure support such as roads and
electricity. And even if we, for a moment, ignore the
presence or lack of digital and language literacy
sourced back to the under-resourced education
system in these markets, infrastructure turns out
to be the next biggest barrier for mobile internet
coverage - including limited access to international
bandwidth and limited spectrum availability. An
estimated two billion additional population can
come on board if these content and infrastructure
issues are addressed and one can imagine the
incremental consumer surplus which the mobile
ecosystem can create worldwide!
C. THE NEW CONFLUENCE
And now for a moment, if we treat marketing
communication as content or a blog, the success or
failure of our audience seeing it is now dependent
on what I call the confluence of Pipe, Content and
the Consumer. All these three streams have one thing
in common – the data that they carry with them.
When we recently estimated the total number of
data feeds that we can tap across Paid, Owned and
Earned media – for a reasonably moderate category,
we could list down 120 data feeds. There are at least
seven different pipes through which content can flow
– and this includes both analog and digital.
I have specially kept Mobile as a separate pipe, as it is
really becoming one of the leading reach providers.
I have consciously chosen to use “Locations” instead
of “Out of Home” as increasingly Billboards are now
becoming interactive with AudioVisual capabilities
and they are now established in many walks of life
much more than the conventional outdoor sites. I
have consciously chosen to use “Occasion” instead
of Hotels, Restaurants, Cafeterias and Cinema
because, increasingly the context of communication
now transcends across these occasions.
Today, content is flowing through many pipes and
increasingly will be able to flow in all forms in each
of the pipes – for example, Mobile as a pipe already
has Text, Catalogues, Banners, Ringtones, Videos and
Movies and it is going to only get better and better.
Content is also now getting leveraged across many
forms and I have picked up the most relevant six as
an example. I have consciously avoided using the
word TVC as it is just one form of Shortform AV being
used in Cable Satellite, but the emerging trend is
to have Shortform AV across Mobiles, Locations and
in Occasions. The point being that we need to start
looking at Content as Texts, Literature, Poster, Audio,
Shortform and Longform AV. And all these content
formats are now being leveraged across all pipes.
And in the future, this is likely to become even more
seamless.
Fig. 1: Multi Format Multi Screen ContentMulti Format Multi Screen Content
INTERNET
PRINT INFORM
MOBILE ALERTS
SATELLITE SONGS
CABLE VIDEO
LITERATURE POSTER AUDIO
SHORTFORM
AV
LONGFORM
AV
TEXTSCREEN/FORMAT
OCCASIONS CINEMA
LOCATIONS BILLBOARD
BLOGS RICH MEDIA SONGS VIDEO CINEMA
BLOGS RICH MEDIA SONGS VIDEO CINEMA
VIDEO
D. CONTENT MARKETING
Building out a consumer-centric strategy leading to
brilliant, ground-breaking ideas is now dependent
on creating multi-platform content taking it all the
way through to execution. Media by itself is now
becoming creative with consumer interactions with
media channels becoming mechanisms to uniquely
express a brand’s voice or generate engagement.
Marketers should not launch and leave an idea, but
instead, based on data available, continue to optimise
content, launch and learn and then make changes to
make content more resonant.
Content is no longer one-size-fits-all either. Content
optimization works by deconstructing the layers
that make up how a viewer consumes content - and
seamlessly incorporating them into the creative
itself like time of day viewed, location, weather,
device, destination, pop culture, trends and history,
etc. There are now automated technologies that are
available to quickly alter and version the original
creative into highly personalized content. Content
is now being classified as Long Lead (produced
ahead of time as part of a broader campaign),
Planned Spontaneity (Assets created around a
known upcoming event or tentpole) and Reactive
(genuinely adaptive real-time content) and it is
being created, co-created, integrated and curated
on an ongoing basis. And all this is now possible
especially with Mobile as the main pipe through
which all forms are content are seamlessly flowing.
If Content is the King, Mobile is the Queen!
CONNECTING THE DOTS
1. Mobile drives the nett consumer surplus value
of the connected world of internet even after
discounting the cost of marginal utility that the
consumers are willing to pay for some of the ser-
vices.
2. Mobile will be the next gateway to bring an addi-
tional two billion consumers into this connected
world, when infrastructure and suitable content
are available for consumers.
3. Mobile is the only pipe through which all forms of
content seamlessly flow - Text, Literature, Poster,
Audio, Shortform AV and Longform AV.
4. Mutli-format content across multiple screens is
the future of marketing communications and in
the future marketing activities will planned, reac-

20
tive and long lead where content will be created,
curated, integrated and co-created.
So if we could connect these four themes - rising
importance of Content Marketing, Mobile as the most
important pipe in the confluence, the importance the
importance of Mobile to add two billion consumers
with quality content, and the Consumer Surplus
this can bring to the table - one cannot ignore the
importance of having mobile marketing as a central
and the strategic decision. The value created by a
mobile centric strategy is beyond just marketing,
it is just going to be central to the way we run our
business, not in the near future, but here and now.
Gowthaman Ragothaman is COO of Mindshare Asia-
Pacific. He has 22 years of experience in the industry
across FMCG, Airlines, Finance, Telecommunications,
Banking and Auto and led Mindshare South Asia to
agency of the year for 5 consecutive years. He is an
avid movie watcher and claims to be able to watch
any movie in any language.
Fig. 2: Content Strategy

21
Big data MEETS MOBILE:
HOW CHOICE ENGINES WILL
SHAPE THE FUTURE
Suresh Shankar, Founder, Crayon Data
THE AGE OF MORE
An average person today, processes more data in
a single day, than a person in the 1500s did in an
entire lifetime. Today, data is being generated at a
phenomenal pace. The digital footprint of society
is exploding. Each of us now leaves a trail of digital
exhaust, an infinite stream of phone records, texts,
browser histories, GPS data, social media data
and other information, that will live on forever. IDC
forecasts a 44-fold increase in data volumes by 2020.
We live in what seems to be ‘the age of more’.
According to Prof. Barry Schwartz of Swarthmore
College (author of The Paradox of Choice, see Ted
(http://www.ted.com/talks/barry_schwartz_on_the_
paradox_of_choice?language=en), more is less. More
choices can lead to decision paralysis, postponed
decisions and less satisfaction. Prof. Sheena Iyengar of
Columbia University (author of The Art of Choosing,
see Ted (http://www.ted.com/talks/sheena_iyengar_
choosing_what_to_choose#t-26293) says that with
a moderate number of options (4 to 6), people are
more likely to choose, be more confident in their
decision and happier with their choices. In other
words, less can be more.
IN THE AGE OF MORE, WE MAY SOON SEE THE
TWILIGHT OF SEARCH
15 years ago, the defining problem of the Internet
age was how do I find the information I need? This
gave birth to search engines. The problem today is
‘how do I find a choice that’s right for me? One that
is relevant and that is personalized?
This is easier said than done. Because choice is a
cognitively complex decision. In other words, it is not
just about finding different pieces of information, but
about putting them together intelligently. Something
the human mind is very good at doing in ways that a
computer cannot.
FROM SEARCH TO GUIDED CHOICE
As Profs. Schwarz and Iyengar have shown, the
challenge is to reduce or simplify choice and make
it relevant or meaningful to each individual. This is
now happening in category after category. As Fig.
1 shows, consumers are looking for easier ways to
navigate the vast amounts of information available.
THE EMERGING DOMINANCE OF MOBILE,
CHANGES THE LANDSCAPE EVEN MORE
Think about it, mobiles are increasingly defining
every aspect of our lives. Nearly five billion people
now connect to each other and the world through a
mobile device. When you look at your own life, it is
clear that you and every consumer now carries in the
pocket the entire inventory in all the world’s stores.
More and more, the battleground for consumer
choice is shifting to mobile.
Illustratively:
—— 15% of sales for companies (like Amazon, Gilt,
Qoo10) are mobile based.
—— 21% of consumers, across categories, use mobiles
for product search
—— 50% of customers use mobile phones to check
prices
—— 60% of smart phone users are buying products
using a mobile device
—— 63% of viewers are simultaneously using PCs,
tablets or smart phones to gain access to related
information while watching the TV.

22
Mobile devices are clearly making dramatic changes
to the way people choose, buy and consume things.
With mobile Internet already surpassing desktop
Internet usage, the need of the hour today, is to
navigate through the noise created by these large
amounts of data, quickly and effectively.
MOBILE LED MARKETING IS GAINING TRACTION
The massive growth in mobile ad spends is based on
the very nature of mobile devices. GPS-based fencing
allows stores to ping their customers when they are
in the vicinity. Location and context awareness opens
up new channels of communication. It has been
proven that there is a high probability that an SMS
about say, a shoe sale in the mall you are currently
in, will actually draw customers to the store, or at the
least make you check out the details on your smart
phones.
BIG DATA MEETS MOBILE
Currently mobile targeting is usually based only
on factors like location, whereas, as we have seen,
consumer choice is a more complex decision. Choice
is sometimes based on your context (like location),
but more often, driven by your tastes, your influences
and your past behavior.
The big challenge for marketers is: take a trillion
options available today because of big data and the
internet, and reduce it a few relevant options that
display easily on a small screen.
SIMPLIFYING THE WORLD’S CHOICES ON THE MOBILE IS
THE NEXT BIG CONSUMER MARKETING CHALLENGE
Finding ways to reduce big data to relevant data is the
answer to solving the paradox of more. The answer
lies in choice engines that understand you as a person,
and take all the aspects of your life into consideration,
before presenting a set of recommendations to you.
Currently, recommendations are based only on an
increasingly narrowing sliver of transactional data an
enterprise has about a customer. What is needed is
a handle on the customer’s genuine tastes - not just
within that one category of product that she or he
might be looking for at the moment, but in a range
of other cross-category products and services - from
books to holidays to food, clothing or time of day
one prefers for shopping or favourite retailers and
locations.
Fig. 2: Taste Graph
One of the interesting approaches to solving this
challenge is to build a Taste Graph. For instance,
Crayon data has built a proprietary cross-category
taste graph that combines internal and external
data across areas like taste, influence, context and
behavior to plot the affinity of every product in the
world to every other.
This massive graph is then used to build mobile apps
like Crayon’s Maya, a personal concierge, and Pepper, a
sales choice guide to simplify and deliver choices.
Big data led mobile apps like Maya will help transform
the misery of choosing to the magic of choice.
SIMPLIFYING CHOICES ON THE MOBILE
The day is not far away when you will pull out your
mobile device and an app like Maya will tell you: ‘Hi, I
think you may want to consider having dinner at this
Japanese restaurant close by. It’s your favourite cuisine,
you haven’t eaten it in a while, and the restaurant is
highly rated by several of your friends. There’s also
an offer from your bank, and we know that the client
you are with will love it too. By the way, there is an
even better choice about 10 km further away, but it’s
raining, the traffic is bad, you’ve just landed after a
long flight and you may not want to take the trouble
to get there.’
That is the promise of big data and mobile coming
together to make choice simpler. That future is not
far away!
Suresh Shankar is founder of Crayon Data, and a
big data and analytics evangelist, entrepreneur and
innovator. His first startup was RedPill Solutions,
acquired by IBM in 2009. Crayon Data was founded
in 2012. Suresh has 30 years of experience in the
industry.

23
It’s a MOBILE WORLD and
APACIS LEADING THE WAY
by Dan Neary Vice President, APAC, Facebook
If I were starting or looking to grow an existing
business in Asia, I would do it on mobile. Here is why.
MOBILE ENGAGEMENT IS DEEPENING
Whether you are in Japan, Indonesia or the Philippines,
it is very likely that you will see every person on the
street holding or using a mobile phone. People are
on mobile all day, every day. Asia-Pacific is home to
the largest mobile phone market worldwide, with
2.6 billion users in 2014 and - people will continue to
come online via mobile (eMarketer, April 2014).
Not only are people in Asia buying phones, they are
heavily engaged with their devices. Across Asia, time
spent on mobile devices has eclipsed TV, ranging
from 44% of media time spend in Japan to 60%
of media time spent in Thailand (Milward Brown
AdReaction, March 2014). The average person checks
their mobile device 100 times a day and they check
Facebook 14 times day (IDC “Always Connected”
report). This makes mobile a crucially important
channel for business and brands to connect with
people, especially in Asia Pacific.
Despite this clear mobile opportunity, advertisers
have not caught up. Today, mobile represents 20% of
consumer media time, but it is still only 4% of overall
ad spending (IAB US, March 2014).
MOBILE CREATES UNIQUE CHALLENGES FOR MARKETERS
Mobile is not without its challenges. When marketing
shifted to digital, marketers relied on search for intent
signals and cookies to track users. However, search
and cookies do not work across apps or multiple
mobile devices. Purchase journeys often begin
on one device and continue on another or end in-
store. 32% of users who interacted with a Facebook
ad on mobile converted on desktop within 28 days
(Facebook Internal Study, April 2014). In 2015, you
are going to see increased focus on solutions that
enable marketers to track across apps and devices.
FACEBOOK’S SOLUTIONS FOR MOBILE
In 2012 we retooled the company to focus on
developing for mobile first. Everything that we did
right from engineering to product development, we
did it first with mobile in mind. The shift has been
remarkable: today 1.35 billion use Facebook and 1.12
billion of those people access Facebook on a mobile
device. Facebook properties now account for 1 out
of every 5 minutes spent on mobile (US Comscore,
April 2014). Mobile now accounts for 66% of our total
advertising revenue.
In addition to being where people spend their time,
Facebook is the world’s largest network of real
people. Facebook knows what individual people
and their friends like on Facebook and we have this
real identity across devices. This enables us to show
relevant ads, resulting in actual business results for
marketers.
TRENDS FOR 2015
At Facebook, we are seeing three mobile trends for
2015.
FOBO: The fear of being offline (FOBO) is real,
particularly among young people. For example, in
Indonesia 73% of young people agree they like to
be connected to the Internet wherever they are. This
fear has resulted in deepening mobile engagement,
across the board. In fact, 60% of young people in
Asia would rather give up TV than their mobile device
(“Coming of Age on Screens” by Crowd DNA, May
2014). Facebook is no exception: we have seen over
100% growth in mobile minutes per user during 2013.
Multiscreening: 81% of young people in Asia use their

24
mobile devices while watching TV (“Coming of Age
on Screens,” by Crowd DNA, May 2014). This means
TV is no longer able to provide the reach it once was,
making it crucial to reach people on their devices—
even during primetime. Of people who second-
screen while watching TV, 85% visit Facebook the
most (Millward Brown, March 2014).
Video: From 2012 to 2014, video consumption on
mobile and tablet has grown by 532% (eMarketer,
July 2014). Since June this year, there has been an
average of more than 1 billion views on Facebook
every day and 76% of people who watch video online
say Facebook is their top source for video discovery.
Facebook provides a unique creative canvas for
marketers to reach real people with video, across
all devices wherever they are. We have introduced
new video products this year and plan to continue to
build out our tools over the next 12 months.
CONNECTING THE NEXT BILLION
Currently, only 30% of the world’s population has
access to the Internet, even though 85% of the
world’s population lives in regions with cellular
coverage. Internet.org aims to bridge that gap
through the sharing of tools, resources and best
practices, and the focus on three key challenges
in developing countries: making access affordable,
using data more efficiently, and helping businesses
drive access. The goal is to create sustainable
mobile business growth by reducing the cost and
amount of data required for most apps and enabling
new business models, enabling the rest of the world
to come online.
We believe the connection of this next 5 billion will
be via mobile. Getting people connected will bring
vast opportunities and improvement to the lives
of people. Our goal to help build the knowledge
economy in Asia-Pacific is about helping people
create companies and jobs through the power of
information and connection. As mobile facilitates and
expedites that transformation, we will continue to
help developers create apps, enable local businesses
to find customers and allow great brands to tell their
stories.
Dan Neary is Vice President of Asia Pacific for
Facebook. Dan has over 20 years of executive
level experience in both US-based and Asia-based
roles. He was earlier Vice President of Market
Development at Skype, Vice President at eBay, and
COO of Vendio, an eCommerce software solutions
firm. Dan began his career at the Kellogg Company,
and graduated from DePaul University, USA.

25
‘MOBILE FIRST’ APPROACH:
A DO OR DIE
SITUATION FOR GLOBAL
BUSINESSES
by Vikas Gulati, Vice President, Southeast Asia, Vserv
Driven by the increasing affordability of smart
connected devices and improving IT infrastructure
worldwide, most consumers live on mobile today.
Worldwide smartphone users are estimated to have
reached 1.75 billion in 2014, the majority of whom are
coming from emerging countries.
As a result, companies are fast adapting and learning
to connect with consumers digitally, as opposed
to using print or television to dictate campaigns.
Advertising today is much more personal and
requires quality communications to form personal
relationships with consumers. It has to speak with the
audience, and not at the audience in order to start a
conversation.
Rich media, being of an interactive and high quality
nature, has been proven effective in boosting ad
engagement substantially. Native advertising has
raised the bar for personalised mobile advertising
by maximising engagement and minimising
intrusiveness. We are even seeing more and more
communicators use geolocation targeting to connect
to the consumer and stimulate a customized, real-
time marketing reach.
A recent survey conducted with 300 business
executives indicated that 42 per cent of the
respondents are already using mobile marketing
and another 42 percent are planning to do so. The
rising adoption is mainly driven by the benefits of
enhanced customer engagement, lead generation
and brand awareness.
As the use of mobile marketing widens and
technology advances, mobile marketing - which was
originally intended at generating consumer insights
that just included customer demographics to drive
sales - has now evolved to include different personas
of a particular user. Hence, businesses today have
come to rely on this data for their marketing initiatives
in order to enhance competitiveness.
REVOLUTIONISE PRODUCT INNOVATION
Whether brands like it or not, mobile has
revolutionised how we live and created a new model
of economy for society - the sharing economy,
which enables customers to be more involved and
drive the innovation process. There is no sign of this
economy slowing down anytime soon. Consumers
are progressively sharing with each other, leaving
product or service providers out of the equation. For
example, apps like GrabTaxi and Uber connect users
directly with cab drivers, bypassing cab operators.
In this sharing economy, marketing assumes a more
important role in companies to provide the best
engaging platform for consumers to talk to each
other about products and services.
On the other hand, traditionally, marketers were
tasked to sell products that were designed by the
RD department. In the new economy, the power in
the buyer-seller relationship has shifted to consumers.
As a result, marketers have to get involved in the
innovation process and in the product development
cycle early to provide insights on consumer behaviour
and preference.
SUPPLY CHAIN STRATEGY
Progressive retailers are working to create a seamless
customer experience in their organizations at large
and, specifically, in their supply chains. They ensure
that their presence in the marketplace reflects one
vision whether you are in the brick-and-mortar store
or browsing with mobile apps.
From a supply chain perspective, retailers must
support this notion by making inventory positioning
more flexible and traceable, so that the inventory in
store has to be visible to the mobile shopper.

26
DRIVE SUCCESS IN M-COMMERCE
Mobile has provided business opportunities that were
unimaginable before, opening up more sales channels
for B2C brands. The regional online shopping market
is moving away from PCs and towards smartphones,
mirroring the wider global trend. An emerging trend
coming from Asia is the shift towards shopping
through or directly in a mobile app versus a mobile
site.
Fashion and beauty e-tailer Zalora introduced mobile
apps on both iOS and Android platform allowing
users to browse Zalora’s 15,000 fashion items across
500 brands. In 2013, 25 per cent of Zalora’s total sales
were made via mobile apps. Japan’s e-commerce
giant Rakuten invested close to a billion dollars in
buying Viber in order to utilize its worldwide mobile
user base.
THE FUTURE OF MOBILE MARKETING
Mobile is here to stay and it will only grow closer to
consumers, especially now with wearable devices
becoming popular. It makes perfect business sense
for mobile marketing to continue tapping on this
trend and bring businesses more insights. In fact,
mobile marketing has been slowly transforming
and evolving into data-driven marketing. Marketers
will soon be able to, if not already, navigate through
the complex world of Big Data and leverage these
smart insights to fine tune best practices for
targeting and retargeting ads and map segmentation
strategies. Data-driven marketing is the future to
further boost ROI, effectiveness, efficiency and
accountability of your marketing efforts.
Vikas Gulati, is VP, Southeast Asia for Vserv.mobi.
He has over 14 years of experience in media and
marketing across emerging markets. He was earlier
involved with set up of Asia business for Sprice – an
online travel network, now part of Travelport. He has
also held various leadership roles at ZenithOptimedia
and Carat India.

27
THE REAL CHALLENGE:
MOBILE ADVERTISING
AND ATTRIBUTION
Leo Scullin Global Industry Initiatives
As mobile marketing matures and brand marketers
find their way in this space, the main issue that keeps
coming up is measurement. One could argue that
as strong as mobile appears to be as a channel for
marketing, its growth is being held back because
of the difficulties in measuring its impact. And in
analytics circles, this becomes an attribution analysis
issue.
To be clear, attribution analysis is the application
of statistical methodologies that assigns a relative
value to each of the marketing and media touchpoints
along a purchase pathway. This value reflects the
relative strength and impact of that marketing or
media touchpoint in driving a sale or other brand
metric.
In the context of multiple media in the mix, both
traditional and digital, the biggest challenge is how to
track and measure the mobile components, especially
mobile advertising. In the digital (desktop) realm,
where cookies have served as a passive and persistent
ID file within a users browser, advertisers have been
able to identify end users (without PII1
) allowing then
to manage advertising programs with frequency
capping and re-targeting. Because of the ubiquity of
cookies, analysts have been able to operate within a so-
called deterministic framework. Mobile web browsers
generally do not support cookies (due largely to Apple’s
decision to restrict the use of d
third party cookies in the
iOS Safari browser) as is the case in the desktop world.
This alone changes the dynamic between advertisers
and end users, since every time a user encounters an
ad, it is always the first time.
1 According to Wikipedia – “Personally identifiable
information (PII), as used in US privacy law and
information security, is information that can be used
on its own or with other information to identify,
contact, or locate a single person, or to identify an
individual in context.” But note, PII does not have
a universally accepted definition around the world.
What constitutes private versus public information,
conceptually and legally, continues to evolve as
technology transforms the mobile landscape.
In order to use a deterministic model for cross-device
advertising in mobile, one needs to either use PII
that is made available through login systems such as
Google, Facebook or Twitter, or stitch together data
from multiple publishers as some ad networks do.
This user-based targeting is valuable, as individuals
can be identified with a high degree of certainty
across devices and even desktops. The downside
of this is the privacy issue of tracking users with PII
across various devices – and whether it is acceptable
to users and regulators. Another downside of such
models is scale, as many of these types are closed
systems, and do not work across different browsers or
platforms. Either way, the deterministic model often
defaults to so-called “last click” attribution, meaning
that the influences of the various media are ignored
or minimized.
But the certainty of the deterministic framework is
yieldingtoonethatisknownasprobabilisticmodeling.
This is used in various fields where large amounts
of data need to be statistically analyzed, such as in
weather forecasting or in predicting stock or bond
market trends. In mobile advertising, similar data sets
are being created and analyzed, with sophisticated
algorithms to predict that a smartphone and a tablet
are likely to be owned by the same person. These
predictions use various data points, like device type,
OS, location and others, that allow for the predictions
to get stronger over time.
Probabilistic models do not use cookies or any PII,
and thus the data is private and secure. Users can
be anonymously paired across platforms, operating
systems and apps, thus allowing such programs to
scale effectively. But such models lack the granularity
that might provide more data touchpoints, and thus
more possible insights, into each of the component
media. This is a bigger challenge just within mobile,
because of the diverse media paths therein.
Of course, this is still based on probabilities, and thus
does not give the certainty advertisers are used to in
desktop, but as these systems learn more, advertiser
confidence and success should rise.

28
IT’S ALL ABOUT MEASUREMENT
The challenge that mobile marketing brings is that it is
not one thing, like television or magazines, but it is many
things. Consider the various media paths that mobile
technologies enable – text or SMS messaging, mobile
video, display advertising, mobile apps (which can
include push notifications), mobile web sites, search
and social. Marketers who are successful in mobile
are using some or all of these media paths, and, for
them, this success has brought an enormous amount
of complexity in terms of cross channel attribution.
The Mobile Marketing Association began convening
attribution analysis forums for brands in 2013, where
various members share their overall marketing
efforts and the roles that mobile played within the
mix. We learned first-hand how a big box retailer,
an e-commerce business and a broadband cable
company each identified the key performance
indicators (KPIs) they were measuring. Of course,
each approach was both different and enlightening,
and the lessons and experiences in one vertical
did not always apply in others, but the attribution
analysis of mobile was like a big sandbox. Every
brand sees something about mobile that touches
other marketing programs, or can be activated by
and integrated with almost every other marketing
and media platform.
This is an entirely new, exciting and even profound
state of affairs in marketing and analytics. The
continuing advancement of mobile technologies
and devices calls for more innovative marketing
strategies, more sensitive measurement efforts and
richer analytical thinking. Consider the big box retailer
example, mentioned above, and all of the interacting
media elements that they have at work largely
fueled by mobile: television ad campaigns, television
sponsorships, radio ad campaigns, newspaper ads,
free standing inserts, in-store kiosks and brochures,
mobile SMS programs, desktop and mobile web sites,
mobile app, mobile display ads, mobile video content
and ad programs, desktop and mobile search efforts,
and social programs.
So the critical issue here is and always will be
measurement. The mobile components also
introduced: localization connecting the mobile user
to the nearest store; in-app or mobile web purchasing
with in-store pick-up; and mobile oriented and
optimized how to videos. All of these components
drove higher engagement, which could be traced to
lift in-store visits, conversions and sales, and are used
to refine and optimize the ongoing cross channel
campaigns.
THE NEXT FRONTIER – CROSS MARKETING
EFFECTIVENESS
Besides the cross-channel attribution forums the
MMA has conducted, we are also in the middle of
fielding some important industry research focused
on cross marketing effectiveness. This research is
called Smart Mobile Cross Marketing Effectiveness
(SMoX.ME), and uses experimental design and a
single source approach to measure real in-market
campaigns and then applies regression analysis to
measure the impact of each channel at the individual
level, i.e. each panelist. The MMA currently has
results for ATT and more results will be released for
Walmart, Coca Cola and Mastercard.
The data and insights from SMoX represent true cross-
channel attribution results, moving from theoretical to
practical.Thegoalforparticipatingbrandsistodetermine
the ideal role that each media (including mobile) should
play for that brand and campaign. We expect learnings
from SMoX to help transform marketers continued use
and leveraging of mobile in their marketing mix.
Leo Scullin heads Global Industry Initiatives for the
Mobile Marketing Association. He is also a Partner
in Arkose Consulting LLC, where he is involved with
digital media services. His early experience includes
a long stint as a media expert at YR, co-founding a
NYC jazz radio station and co-founder and publisher
of a major men’s magazine.

29
How LOCATION REVEALS
THE TRUE
POTENTIAL OF
MOBILE MARKETINGYang Cao, General Manager, APAC, xAd
Reaching the right person with the right message
at the right time has been the Holy Grail of
marketing. Location, and the insights it provides,
allows marketers to finally reach that goal. Location
provides marketers with access to real-time, real-
world data that can be used to help better identify
consumers’ needs, interests, and intent. Mobile
devices provide marketers access to information
related to where a person is currently located and
where they have been. By understanding the places
people visit and the patterns therein, we can deliver
the most personalized and relevant advertising to
influence where they are going, while connecting the
dots between online and offline sales.
THE USE OF LOCATION IN THE APAC REGION
The APAC region is a major driver of the overall shift
in mobile usage and ad spending globally. eMarketer
reports that worldwide mobile internet ad spending
will reach $40.2B in 2015, with China and Japan
combined comprise nearly a quarter of overall global
spend. China alone comprises over $6B, a growth rate
of 600% in 2014. By 2015, eMarketer predicts that China
will become the largest mobile ad market in the world,
reaching $12.14B. With such overwhelming growth and
engagement, mobile is impossible to ignore.
Location use by consumers and marketers is already
on the radar in APAC. In China, one-third of marketers
reported that they are using geo-location “always”
or “frequently” in mobile marketing, according to
eMarketer.
Consumers are already using location-based services
frequently in the region. According to Nielsen’s The
Mobile Consumer 2012 Report, more than half of
consumers in China and South Korea reported they use
location-based services.
As consumer adoption of location-based services
grows in APAC, we are already seeing that
marketers in the region are beginning to test the
power of location. Due to the major growth of both
marketing dollars and consumer behaviors in APAC,
location accuracy and understanding is becoming
an imperative in mobile marketing. It is crucial for
marketers to understand the basis of location data
accuracy and application to realize its full potential.
Fig. 1: Digital marketing in China
HOW LOCATION WORKS:
SEPARATING THE SIGNAL FROM THE NOISE
When a person opens her phone and uses an app or
mobile website, she often grants access for publishers
and developers to use her location information. This
location data can be as general as a zip code or city,
or as specific as a request to capture a user’s exact
location at any given time. The accuracy of the data
signal determines how this data can be used for

30
targeting and marketing purposes. For proximity
targeting – reaching a user who is in close proximity
to a point of interest – the location signal must be
very precise, such as latitude and longitude data
as pulled from the device’s GPS. There are various
types of location data that balance between reach
and accuracy. MMA’s Location Terminology guide
is an essential educational tool in that area. Fig. 2
from the guide shows the different location signals
available from a mobile devices and its level of reach
and accuracy.
Fig. 2: Mobile and locational signals
HOW LOCATION HELPS MARKETERS BUILD
ACCURATE AUDIENCES
Location empowers marketers to better understand
their audiences and the ability to influence them. The
individual nature of mobile devices and their usage
requires a personal and tailored approach to truly
influence customers’ purchase decisions. Marketers
need to learn not only who are their most receptive
consumers and how they are using mobile devices
across their path to purchase, but also when to reach
them with the most relevant message during their
mobile activities to drive further action and conversion.
Unlike other traditional audience-building techniques,
which rely on consumer-reported information and/or
look-alike modeling, mobile enables marketers to use
mobile device visitation and placed-based behavioral
data to create a more robust set of audience
segments and targeting capabilities. For example, if
we see that a device has frequented two airports in
Singapore and Shanghai in the past month, and visits
Singapore hotels on weekdays, we can probably infer
that this is a “business traveler” based on the context
of the device visitation behavior. From there, we can
identify similar device visitation activity and create an
audience. This approach gives marketers audiences
that are not only current, but are also more closely
aligned to actual consumer behaviors.
With user location data and broader understanding
of audience behaviors, we can develop more
accurate audience segments to target users across
the purchase journey – from awareness to intent,
consideration, loyalty and purchase (see sidebar).
Location empowers marketers with more granular ad
targeting, greater relevance, and more personalized
messaging based on real-world behaviors rather than
broad category assumptions or static group segments.
Using location
across the consumer
purchase journey
CONSUMERS LEAD
CONSUMERS LEAD MARKETERS TO LOCATION RELEVANCE
Marketers are playing catch up to consumers’ desire
for more relevance. Based on data from a survey of
more than 2,000 mobile users by Nielsen, the 2014
Mobile Path to Purchase report by xAd and Telmetrics
revealed that the importance of location relevance
for consumers has grown 44% since 2013.
Joe Laszlo, senior director at IAB Mobile Marketing
Center of Excellence, stated, “Whatever the state of
mobile itself in a given country, in every market it
feels like consumers lead the way, media companies
are doing their best to follow, and agencies and
brands, on average, tend to lag a bit, puzzled by
mobile or unsure how to respond to the shift of the
digital audience to phones and tablets.”
In the APAC region, consumer mobile ad engagement
is already quite high. The IAB mobile data usage study
conducted by GfK showed that 90% of smartphone

31
users in China engage with a mobile ad at least
monthly, with 86% reporting they engage weekly
– much higher than U.S. rates the study compared.
That same study showed that forty percent of
respondents visited a local business after viewing a
mobile ad.
BIA/Kelsey predicted that location-targeted mobile
advertising will grow faster than the overall mobile
advertising market, and will represent 43% of all
mobile advertising by 2019. BIA/Kelsey analyst
Mike Boland explained the trend: “As the ability to
attribute a sale to a mobile ad becomes clearer,
marketers will be better able to determine the return
on investment of their efforts which should lead
to bigger investments….for example, tracking user
behavior after they’ve seen an ad to determine that
they showed up at a store or, even better, made a
purchase.” This applies globally, as companies are
quickly honing their technologies and data insights in
every region to connect these online mobile activities
to offline store visits and sales.
The deep understanding and relevance that location
enables shows much promise for driving greater
store visits and sales. Engagement and action in
mobile location is already happening, and with the
right insights and tools, the market is ripe for location
expansion.
CONCLUSION
The APAC region superseded all growth estimates
for mobile marketing in 2014. Mobile marketing
growth is likely to continue on this growth trajectory,
led by the growth of consumers’ expectations. With
more demanding consumers, more sophisticated
technology, and greater understanding of how to
leverage location, 2015 will be the breakout year for
location in the APAC region.
As marketers, location has many benefits – from
building brand awareness and affinity to influencing
and driving on and offline commerce. Using mobile
location data, marketers can have more visibility into
who their customers are, what their needs are, and
how to influence their decisions. Location is the key to
unlocking the definitive value of mobile advertising,
and is poised to become one of the most powerful
tools in a marketer’s arsenal. With location, marketers
have finally found the Holy Grail in advertising and
the tools to achieve it.
Yang Cao is General Manager, APAC, xAd and
has nearly 20 years of experience building and
growing successful technology companies in both
Silicon Valley and in China. He was previously with
Zhubajie Network, Julu Mobile, WhitePages, TokBox
and StarCite. Yang also serves as advisor for China
Growth Capital, and in his free time, he enjoys being
a dad, a lowly ranked soccer player and a slow, long
distance runner.

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