December 16, 2016

IAB & MDA Training Series in Malaysia – Part 2: Mobile
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The second half of the IAB & MDA Training Series in Malaysia, focused on mobile matters, and according to figures provided by Facebook, Malaysians spend an average of 187 minutes a day on their mobile. The average for Southeast Asia is 150 minutes.

In addition, 1 in 2 Malaysian internet users purchase goods or services via their mobile device – with the time it takes from discovery to purchase now much shorter.

Joshua Campanella, digital director, MEC Singapore offer six key points to remember when planning strategy:

  • Mobile marketing should be included in your overall marketing strategy
  • Do your research, build your approach
  • Consider your audience
  • Define your goals
  • Be mobile friendly
  • Track, analyse and optimise

For a campaign to be ‘mobile’ one must think beyond device and embrace the broarder notion of mobility. Chris Bell, Business Director APAC, Blippar & Co-Chair of IAB SG Mobile Committee offered the following reminders:

  • Have a creative focus
  • Be contextually relevant
  • Be scalable across devices
  • Have a clear utility
  • Extend experience beyond device

Location data is more than just geo-fencing, Regina Goh, MD Asia, Blis & Co-Chair of IAB SG Mobile Committee said today, it encompasses audience profiling, retargeting, cross-device, trigger marketing and footfall measurement.

  • Key questions to ask your location partner and things clients need to know:
  • Does your partner check for centroids? How do they filter?
  • How is your partner using IP addresses to define locations?
  • Does your partner use heat-mapping technologies to monitor human behaviour?
  • What is your filtering process and how an you deliver accurate and scaled campaigns?

Goh also outline the following best practises:

  • We are targeting people, not devices
  • Mobile habits and tech differs within Southeast Asia
  • Challenge you vendor on the source and accuracy of their location data
  • Accuracy is vital but take advantage of the available scale

When it came to KPIs and ROIs for mobile initiatives, Gavin Buxton, VP, Sales, APAC, S4M offered the following tips:

  • Don’t copy someone else’s KPIs
  • KPIs are directly related to campaign goals
  • Put the right measurement in place
  • Think quality not quantity
  • Don’t limit yourself to mobile KPIs (Can also include things like store visits, search uplift, customer support calls and cross-screen conversion)

And when it came to programmatic in mobile, Tai Morshed, Head of Enterprise Sales, SEA, TubeMogul offered the following notes:

  • Choose one KPI to measure success
  • Think creative for purpose not repurposed creative
  • Integrate with a mobile analytics platform to attribute conversion accurately
  • Choose the right data partners to target the right audience

Meanwhile, Pedro Cordero, Head of Performance, APAC, Mindshare outlined four myths of mobile attribution that have already been busted:

  • Advertisers can’t track in mobile because cookies don’t work
  • Consumers don’t convert on mobile devices
  • Web conversions must come from web exposure
  • Advertisers can use desktop ad servers for mobile attribution

But that doesn’t mean that the mobile space is easy terrain for measurement, Cordero noted that app-to-mobile web behaviour breaks traditional measurement approaches.

“Advertisers need measurement and identity solutions built for a mobile-first world to accurately attribute conversions,” he said. “Yesterday’s measurement won’t work for today’s devices.”

To read the key insights from the Programmatic section of the training session, click here.

Please click here for more details



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