This document contains 82 questions to ask at the adTechSG 2013 conference over two days covering 41 sessions on digital marketing topics. The questions are intended to provoke thoughtful discussion and learning around key issues like the future of agencies, social media, mobile, analytics, programmatic buying, attribution modeling, and more. Delegates are encouraged to tweet their questions using the @adtechsg hashtag to spark conversation and networking during the event.

1. 82 questions to ask at
#adTechSG 2013
If you are shy to ask aloud, just tweet it to @adtechsg

2. They say that what differentiates great
leaders from the good ones are the
kind of questions they ask?

3. We are here to provoke your thoughts &
ignite the right kind of questions
to ask at each of the 41 sessions
over the next 2 days.
If not anything else, this will help you sound intelligent
while you network during the coffee breaks;)
adTechSG 2013 is here & we all wanna
share, network & learn everything about
digital in just 2 days

4. Tweet your questions to
@adtechsg & @harper
Day1 Opening Keynote:
Failure Was Not An Option

5. Q1: If Singapore’s PM Lee invites you to manage
his online campaigns for the next General
Elections, will you be keen to help?;)
Q2: Was it easier to market Threadless tees or
President Obama for the 2nd term?! One
similarity in marketing the two brands?

6. Tweet your questions to
@adtechsg
Day1. Track 1. Session 1:
Marriage of Content & Technology

7. Q3: What is a healthy ratio between
content creation : content curation that brands
can adhere to?
Q4: Should brands create own branded content
or should they crowd source it?

8. Tweet your questions to
@adtechsg
Day 1. Track 1. Session 2:
The Agency is Dead

9. Q5: In a hypercompetitive agency market, how
realistic is it for agencies to dictate terms with
clients?
Q6: You ask agencies not to get big. How do
they scale revenues & make an exit then?

10. Tweet your questions to
@adtechsg, @alizaknox,
@suttonmatt
Day1. Track 2. Session 1:
Evolution of Social To the Centre of
the Digital EcoSystem

11. Q7: Will Twitter’s self-serve advertising platform
be opened up to individuals and SMBs or is it
only meant for large organizations?
Q8: Why don’t we see many Singapore
companies use Twitter for customer service 24x7
as observed in other markets?

12. Tweet your questions to
@adtechsg
Day1. Track 2. Session 2:
The Affluent Asian Consumer

13. Q9: How relevant is traditional market research
in today’s world of real-time marketing? How
has digital impacted your research process?
Q10: How do you ascertain if affluent customers
are active on digital platforms? How can brands
reach them directly?

14. Tweet your questions to
@adtechsg
Day1. Track 3. Session 1:
Upsize Me. Serving Creative
Innovation with Fries

15. Q11: Why did you chose to co-promote Hello
Kitty? Any interesting data to suggest any
preference amongst your customer base?
Q12: How do you decide which menu item to
promote & which not to promote through
digital?

16. Tweet your questions to
@adtechsg,
@derek_callow,@garytranter
Day1. Track 3. Session 2:
Balls to Play

17. Q13: As a medium sized agency, how do you
compete against the big boys?
Q14: How do you lock down clients for long term
AOR digital contracts?

18. Tweet your questions to
@adtechsg
Day1. Track 1. Session 3:
New Innovation to Digital Media
from the Cloud

19. Q15: How is Amazon competing with SalesForce
in the cloud marketing domain given their
recent acquisitions?
Q16: Can you share 2 examples of how local
marketers have leveraged on the cloud for
campaigns?

20. Tweet your questions to
@adtechsg, @mackenzie
Day1. Track 1. Session 4:
Leave Your Egos at the Door

21. Q17: How do you re-invent agencies like OMD
that have so much historical baggage?
Q18: Are younger talent who may understand
digital better, given more opportunities in
agencies with old hierarchies?

22. Tweet your questions to
@adtechsg, @ctoksvig
Day1. Track 2. Session 3:
Fairplay in Social Media

23. Q19: How can brands manage or prevent
consumers from sharing copyright images on
social media? Any best practices?
Q20: How can brands manage “fairplay” better
in countries where there are no specific laws
pertaining to digital/social media?

24. Tweet your questions to
@adtechsg
Day1. Track 2. Session 4:
WWF – Towards engaging hundreds
of millions for real change

25. Q21: Whats the average per capital donation
that you receive through digital channels? How
does that compare to traditional channels?
Q22: How do you prevent money
laundering/fraudulent sources from making
donations to WWF?

26. Tweet your questions to
@adtechsg, @l_3id, @TPeltoniemi
Day1. Track 3. Session 3:
Adapting to the mobile seismic shift

27. Q23: Is mobile really paying rich dividends in
Asia beyond just delivering clicks?
Q24: Whats your take on iOS7? Should marketers
and developers prepare themselves for a big
change?

28. Tweet your questions to
@adtechsg, @narasimhasuresh
Day1. Track 3. Session 4:
Adapting to the mobile seismic shift

29. Q25: How real and feasible is augmented reality
for marketing campaigns in APAC?
Q26: Like QRCodes the technology has existed
for long. Why hasn’t it taken off yet?

30. Tweet your questions to
@adtechsg
Day1. Keynote Presentation 2:
Monetizing the Digital
Transformation

31. Q27: What is working better for FT – advertising
revenue or subscription revenue?
Q28: How long do you think FT’s print division will
survive? Will it follow the path of Newsweek,
Readers Digest & other failing print companies?

32. Tweet your questions to
@adtechsg, @mcfrizz
Day1. Keynote Presentation 3:
Re-Shaping the conversation
between brands and the people

33. Q29: How has VISA monetized its digital
investments and brand conversations in Asia?
Q30: How can companies convince senior
management to allow for a 2way conversation
between brands and consumers? Especially,
large, sensitive, archaic, public listed ones?

34. Tweet your questions to
@adtechsg, @barneylo
Day1. Track 1. Session 5:
How digital changes the game for
globalizing Chinese brands?

35. Q31: Which Chinese industries or flagship brands
are leveraging the most on digital as part of
their internationalization process?
Q32: What do internationalizing/exporting
brands use digital for? Whats your take on the
digital opportunity in Myanmar?

36. Tweet your questions to
@adtechsg, @datadang
Day1. Track 1. Session 6:
The big currency debate – the
resurrection of the GRP

37. Q33: Do you a see an opportunity for “second
screen” digital platforms to target digital
omnivores?
Q34: How is comscore preparing itself for the
“cookie deletion” era?

38. Tweet your questions to
@adtechsg, @victoronefc
Day1. Track 2. Session 5:
The use of digital media to create a
world class sporting event

39. Q35: Has social media helped connect the
sporting fans directly with the MMA stars? How
has that experience been?
Q36: What digital/analytics tools have you used
while organizing mega sporting events to
improve the fan experience?

40. Tweet your questions to
@adtechsg, @vikasgulati
Day1. Track 2. Session 6:
Beyond the Banner on Mobile

41. Q37: How can brand marketers be better
prepared for the constant changing mobile
environment in terms of device, design, OS etc?
Q38: If a brand that is new to mobile was to pick
one mobile option, should it be mobile website
or mobile app or just begin with mobile ads?

42. Tweet your questions to
@adtechsg
Day1. Track 3. Session 5:
Analytics to Drive Digital Results

43. Q39: With wearable computing devices like the
Google Glass coming to the market soon, how
do you think the world of analytics will change?
Q40: Does P&G use analytics on the mobile
platform as well? How different are the metrics
for mobile vs desktop analytics?

44. Tweet your questions to
@adtechsg, @jordankhoo
Day1. Track 3. Session 6:
Connecting the Dots

45. Q41: Can you share an Asian case study
involving multiple devices and second screen
apps?
Q42: What kind of analytics tools are available in
the market to measure & monitor cross/multi-
device campaigns?

46. Tweet your questions to
@adtechsg, @briansilver
Day 2. Opening Keynote:
The Beauty of Big Data to Precisely
Target Audiences

47. Q43: Is Yahoo innovating only through
acquisitions (Tumblr, Hulu, Summly etc.)? What
are some of its in house innovations recently?
Q44: What does Yahoo plan to be in 5 years?
Will it still be a portal and a search engine or ??

48. Tweet your questions to
@adtechsg, @nickwodtke,
@nickikenyon
Day 2. Keynote Presentation 2:
Introducing Samsung and Facebook

49. Q45: Would you consider Facebook Home to be
a failure?
Q46: Apart from Facebook advertising, how else
has Samsung leveraged on innovated on the
Facebook network?

50. Tweet your questions to
@adtechsg, @enriquerp
Day 2. Track 1. Session 1:
3M – From Excellence in Innovation to
Excellence in Digital

51. Q47: What are the core KPIs of a Centre of
Excellence? Does 3M experiment with its digital
strategy?
Q48: What kind of brands does a global
company like 3M take inspiration from for digital
campaigns in APAC?

52. Tweet your questions to
@adtechsg, @uber
Day 2. Track 1. Session 2:
Making a global brand successful in Asia
through localized digital advertising

53. Q49: How does Amobee plan to compete with
existing mobile networks in Asia? Would being
part of a larger umbrella brand like Singtel
hinder its innovation?
Q50: Has Uber’s growth in Singapore been easy
given how difficult it is to get cabs & the
declining quality of public transport?

54. Tweet your questions to
@adtechsg, @alexoberberg
Day 2. Track 2. Session 1:
Digital marketeers with a challenger
mindset

55. Q51: When a company loses heavy market
share like Nokia did, is there a way digital/social
can help prevent the free fall & augment
growth?
Q52: Nokia was about connecting people, a
perfect fit for the social media world. Do you
think it has strategically embraced digital?

56. Tweet your questions to
@adtechsg, @jonwchin
Day 2. Track 2. Session 2:
The Philips+ project in Asia

57. Q53: How many of the crowd sourced ideas
from Philips+ were actually implemented in
Asia?
Q54: What was one major drawback or failure of
the Philips+ project in APAC?

58. Tweet your questions to
@adtechsg, @keithtimimi
Day 2. Track 3. Session 1:
Innovate or Die – Why Ideas must
precede profitability

59. Q55: How do you institutionalize ideas and
knowledge management in agencies?
Q56: What do you do with ideas that were either
discarded or not shortlisted by clients? Can
dormant ideas be monetized?

60. Tweet your questions to
@adtechsg
Day 2. Track 3. Session 2:
Google’s approach to Innovation

61. Q57: How do you improve Google search 10X?
How do you foresee the search engine business
evolving in 5 years?
Q58: Why hasn’t Google succeeded on social
media? Do you think eventually it would make
sense for it to acquire a Facebook?

62. Tweet your questions to
@adtechsg, @widhadh, @ismcb,
@derektweets
Day 2. Track 1. Session 3:
Building a multi-country social media
programme

63. Q59: How is SalesForce’s gameplay in digital
expected to change with its recent acquisition
of ExactTarget?
Q60: Why does Ogilvy have so many sub brands
to handle digital? Doesn’t it make sense to
integrate skillsets and ideas?

64. Tweet your questions to @adtechsg,
@nsmiti, @wendy_hogan,
@js_hawkins, @stu_spiteri
Day 2. Track 1. Session 4:
Long live programmatic buying

65. Q61: Are programmatic & automatic media
buying the one and the same thing?
Q62: Can programmatic buying completely
wipe out the media agency business in a
decades time?

66. Tweet your questions to
@adtechsg
Day 2. Track 2. Session 3:
Attribution: This session will make you
changer your media mix

67. Q63: How do you integrate the attribution
model across both offline and online? How
accurate and robust is the data?
Q64: How real-time is the econometric data that
is made available for attribution modeling?

68. Tweet your questions to
@adtechsg
Day 2. Track 2. Session 4:
Big Data Analysis of Human Behavorial
Patterns

69. Q65: Is the GPS-based data that is collected
only after seeking explicit permission from all the
mobile users?
Q66: Do you foresee a future where every
action and movement of humans would be
digitally recorded and tracked? What are the
implications?

70. Tweet your questions to
@adtechsg, @jbarouch
Day 2. Track 3. Session 3:
The New Social Metrics

71. Q67: What location algorithm or technique do
you use to map geo data with existing social
media conversation data points?
Q68: Does this technology work well in
developing countries in ASEAN such as
Cambodia, Vietnam, Myanmar?

72. Tweet your questions to
@adtechsg
Day 2. Track 3. Session 4:
Using Context to Unlock the Tablet
Opportunity

73. Q69: Is there a way for brands to combine their
efforts to tackle both phones & tablets? A
“Phablet” strategy?
Q70: Which industries are making the most use
of tablets as part of their sales and marketing
efforts in APAC?

74. Tweet your questions to
@adtechsg, @turbanizer
Day 2. Keynote Presentation 3:
The 3 Year Journey of Angel’s Gate

75. Q71: Why hasn’t Angels Gate produced or
groomed a startup that has scaled up massively
or enjoyed a good exit?
Q72: Name one Singapore startup that you are
personally betting on?

76. Tweet your questions to
@adtechsg, @mgrover1
Day 2. Track 1. Session 5:
Transforming digital marketing to $$$
marketing

77. Q73: Isn’t it unfair that digital and offline media
channels are compared on different levels?
Why does no one seems to demand true
accountability from offline?
Q74: Does J&J leverage on digital marketing for
its B2B businesses as well? If so, in what way?

78. Tweet your questions to
@adtechsg, @rachitdayal
Day 2. Track 1. Session 6:
FEH – Refreshing the online brand of
Singapore’s largest hospitality group

79. Q75: If you were to pick between search,
display and social media marketing for a hotel
client, which one medium would you place your
bets on and why?
Q76: Does online marketing for a large hotel
group offer economies of scale vis-a-viz running
campaigns for a single hotel?

80. Tweet your questions to
@adtechsg, @johnm_dwa
Day 2. Track 2. Session 5:
New Communication Strategies that
engage with your customer

81. Q77: What is the one key metric that brands
must use to measure customer engagement
online?
Q78: What kind of people would you advise a
brand to hire to develop an internal content
marketing team? Who owns the content?

82. Tweet your questions to
@adtechsg, @stu_spiteri
Day 2. Track 2. Session 6:
New Communication Strategies that
engage with your customer

83. Q79: How is BrandScreen different from
TubeMogul?
Q80: Apart from click and view-based metrics,
what are some of the other softer, qualitative
analytics that you offer to your clients?

84. Tweet your questions to
@adtechsg, @harper
Day 2. Closing Keynote:
Fireside chat with Harper

85. Q81: What would it need for Asia/Singapore to
outpace Silicon Valley in digital innovation?
Q82: Five marketing technologies that we
expect to mature by the time we meet at
adTechsg 2014?

86. Ok, enough already. Time to
party!
If you found these questions
useful, please tweet me at
@pranmaz and buy
me a beer

87. If you would like to meet
me at @adtechsg, just
SMS me at 90695123

88. While we are partners of adTechSG
2013, all the questions in this
document are our own & have not
been influenced/planted by the event
organizing committee.
No, Really!
DISCLAIMER