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Innovative And Cost Effective Advertising Marcus Evans 8 June 2009

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Ricky Wong
Ricky Wong

The document discusses the growth and opportunities of digital out-of-home (OOH) advertising, specifically digital billboards, digital signage networks, and transit-TV. It notes that digital OOH is forecast to grow at a compound annual rate of 14.5% from 2007 to 2012, making it the fastest growing advertising sector. The document advocates applying the four Ps of marketing - platform, positioning, products, and price - to digital OOH advertising and outlines new rules of marketing that embrace fragmented platforms to reach consumers.

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Enhancing cost-effective experience through Digital TV advertising Dato¡¯ Ricky Wong C.E.O Innovative & Cost-effective Advertising 8 th & 9 th June 2009 Prince Hotel & Residence Kuala Lumpur
SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print subscription ¨C US $ 125.00 One year subscription to the print edition of The Economist . Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997.
SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print subscription ¨C US $ 125.00 One year subscription to the print edition of The Economist . Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997. 16% 0% 84%
SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997. 16% 84% 68% 32%
How advertising affects the outcome of the sale Well crafted ads will persuade the buyer without the buyer realising it, guided subconsciously Impulsive buying Eg. Grocery shopping without shopping list
Creating platforms to capture the attention of specific groups of consumers through digital TV advertising (PLATFORM) Enabling marketing messages to be disseminated in a more targeted manner to reach the right consumers (POSITIONING) Pinpointing the products and service sectors that would benefit most from an investment in digital TV advertising (PRODUCTS) Benefits of this much needed medium towards an efficient and cost-effective advertising (PRICE) 4 Ps to Powerful Promotions
Drive more sales Have TV presence to attract larger clients Create brand awareness or a brand personality Who is the advert aimed at? What are the key messages or USPs? Is there a call to action? What do you want to achieve with Digital TV advertising?
Worldwide number of Digital Billboards and Revenues for the Digital Billboard Manufacturers (Units as Number, and Revenues in US$ millions)
Old Rules of Marketing Advertising needed to appeal to the masses Advertising relied on interrupting people to get them to pay attention to a message Advertising was one-way: company to consumer Advertising was exclusively about selling products Advertising was based on campaigns that had a limited life Creativity was deemed the most important component of advertising Its was more important for ad agency to win advertisement awards than for client to win new customers
Selected Countries ADEX Expenditure 2005
Malaysian ADEX Market Share 2005 * Before Digital/TransitTV
Broadcast ADEX 2005 * Before Digital/TransitTV
Malaysia ADEX 2006 * Before Digital/TransitTV
Today¡¯s Malaysian ADEX (2009) Malaysia's Adex shrinks by ??? 2-Apr-09, 14:11 KUALA LUMPUR - Malaysia's advertising expenditure for the first two months of the year has shrunk by five per cent to RM830.8 million (US$228 million) from RM878 million. The March general elections made up RM11.2 million or one per cent of adex for the first two months of last year. Omitting that amount means adex for the first two months of this year fell four per cent. According to Nielsen research figures, newspapers have been the hardest hit, suffering a drop of nine per cent in January and February compared with the same months last year. Nevertheless, newspaper advertising still accounted for more than half the adex pie at RM465.7 million. Cinema advertising suffered the next biggest drop of seven per cent falling from RM4.2 million last year to RM3.9 million. Adex for television dropped one per cent likely cushioned by the 12 per cent increase in January this year compared with the same month last year. Internet adex, which plunged 48 per cent in January this year compared to January 2008, also shrank one per cent. The highest growth was for point-of-sale adex, which grew five per cent from RM12.6 million to RM13.2 million, followed by outdoor advertising which grew four per cent. Adex for radio grew two per cent to RM41.3 million from RM40.4 million. Source: Media - http://www.brandrepublic.asia/Media/newsarticle/2009_04/Malaysias-adex-shrinks/35030
New Rules of Advertising Advertisers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast number of underserved audiences via Digital/Transit-TV Instead of causing one way interruption, advertising is about delivering content at just the precise moment your audience needs it Advertising is not about your agency winning awards, it is about your company winning business Market is fragmented due to the availability of new technologies and platforms Embrace , exploit and utilise new platforms to reach out to consumers ¨C (evolve or die)
3Ms to Marketing
Out of Home Digital Out of Home Digital TV TransitTV Advertising Includes traditional Billboards, and all advertisements in public places, cinema, shop window, bus stops , shopping malls, etc Electronic Billboards, LED billboards, Digital Signage Networks, LCD screens LCD screens specifically on public transportation hubs and networks Digital content, and content-rich digital media
OOH ¨C Out of Home Advertising Despite the slowdown in 2009, OOH is forecasted to grow a compound average growth rate of 14.5% for the 2007 to 2012 period.
Digital Signage Network
Transit-TV
Measuring ROI Content Creation Content Production Content Management Content Distribution Content Publication Digital TV content Value Chain
Digital Signage Business Model 1
Digital Signage Business Model 2
Successful Applications Shopping Centres Airport Terminals Public Transportation Banks Travel Agents Car dealships In-Store TV networks
Well-crafted adverts have significant impact on sales 4 Ps to Powerful Promotions (Platform, Positioning, Product , Price) New Rules of Marketing Digital OOH is the fastest growing advertising sector and the only one that is posting significant growth Summary
DATO¡¯ RICKY WONG Chief Executive Officer ASIA MEDIA SDN BHD (728838-H) No. 35-1, 1 st Floor, Jalan Bandar 16, Pusat Bandar Puchong, 47100 Puchong, Selangor Darul Ehsan, Malaysia. Tel: 603-5882 7788 Fax: 603-5882 6622 Email: [email_address] Website: www.asiamedia.net.my Thank you

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Innovative And Cost Effective Advertising Marcus Evans 8 June 2009

  • 1. Enhancing cost-effective experience through Digital TV advertising Dato¡¯ Ricky Wong C.E.O Innovative & Cost-effective Advertising 8 th & 9 th June 2009 Prince Hotel & Residence Kuala Lumpur
  • 2. SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print subscription ¨C US $ 125.00 One year subscription to the print edition of The Economist . Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997.
  • 3. SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print subscription ¨C US $ 125.00 One year subscription to the print edition of The Economist . Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997. 16% 0% 84%
  • 4. SUBSCRIPTIONS Welcome to The Economist Subscription Centre Pick the type of subscription you want to buy or renew. Economist.com subscription ¨C US $ 59.00 One-year subscription to Economist.com. Includes online access to all articles from The Economist since 1997. Print & Web subscription ¨C US$ 125.00 One-year subscription to the print edition of The Economist and online access to all articles from The Economist since 1997. 16% 84% 68% 32%
  • 5. How advertising affects the outcome of the sale Well crafted ads will persuade the buyer without the buyer realising it, guided subconsciously Impulsive buying Eg. Grocery shopping without shopping list
  • 6. Creating platforms to capture the attention of specific groups of consumers through digital TV advertising (PLATFORM) Enabling marketing messages to be disseminated in a more targeted manner to reach the right consumers (POSITIONING) Pinpointing the products and service sectors that would benefit most from an investment in digital TV advertising (PRODUCTS) Benefits of this much needed medium towards an efficient and cost-effective advertising (PRICE) 4 Ps to Powerful Promotions
  • 7. Drive more sales Have TV presence to attract larger clients Create brand awareness or a brand personality Who is the advert aimed at? What are the key messages or USPs? Is there a call to action? What do you want to achieve with Digital TV advertising?
  • 8. Worldwide number of Digital Billboards and Revenues for the Digital Billboard Manufacturers (Units as Number, and Revenues in US$ millions)
  • 9. Old Rules of Marketing Advertising needed to appeal to the masses Advertising relied on interrupting people to get them to pay attention to a message Advertising was one-way: company to consumer Advertising was exclusively about selling products Advertising was based on campaigns that had a limited life Creativity was deemed the most important component of advertising Its was more important for ad agency to win advertisement awards than for client to win new customers
  • 10. Selected Countries ADEX Expenditure 2005
  • 11. Malaysian ADEX Market Share 2005 * Before Digital/TransitTV
  • 12. Broadcast ADEX 2005 * Before Digital/TransitTV
  • 13. Malaysia ADEX 2006 * Before Digital/TransitTV
  • 14. Today¡¯s Malaysian ADEX (2009) Malaysia's Adex shrinks by ??? 2-Apr-09, 14:11 KUALA LUMPUR - Malaysia's advertising expenditure for the first two months of the year has shrunk by five per cent to RM830.8 million (US$228 million) from RM878 million. The March general elections made up RM11.2 million or one per cent of adex for the first two months of last year. Omitting that amount means adex for the first two months of this year fell four per cent. According to Nielsen research figures, newspapers have been the hardest hit, suffering a drop of nine per cent in January and February compared with the same months last year. Nevertheless, newspaper advertising still accounted for more than half the adex pie at RM465.7 million. Cinema advertising suffered the next biggest drop of seven per cent falling from RM4.2 million last year to RM3.9 million. Adex for television dropped one per cent likely cushioned by the 12 per cent increase in January this year compared with the same month last year. Internet adex, which plunged 48 per cent in January this year compared to January 2008, also shrank one per cent. The highest growth was for point-of-sale adex, which grew five per cent from RM12.6 million to RM13.2 million, followed by outdoor advertising which grew four per cent. Adex for radio grew two per cent to RM41.3 million from RM40.4 million. Source: Media - http://www.brandrepublic.asia/Media/newsarticle/2009_04/Malaysias-adex-shrinks/35030
  • 15. New Rules of Advertising Advertisers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast number of underserved audiences via Digital/Transit-TV Instead of causing one way interruption, advertising is about delivering content at just the precise moment your audience needs it Advertising is not about your agency winning awards, it is about your company winning business Market is fragmented due to the availability of new technologies and platforms Embrace , exploit and utilise new platforms to reach out to consumers ¨C (evolve or die)
  • 17. Out of Home Digital Out of Home Digital TV TransitTV Advertising Includes traditional Billboards, and all advertisements in public places, cinema, shop window, bus stops , shopping malls, etc Electronic Billboards, LED billboards, Digital Signage Networks, LCD screens LCD screens specifically on public transportation hubs and networks Digital content, and content-rich digital media
  • 18. OOH ¨C Out of Home Advertising Despite the slowdown in 2009, OOH is forecasted to grow a compound average growth rate of 14.5% for the 2007 to 2012 period.
  • 21. Measuring ROI Content Creation Content Production Content Management Content Distribution Content Publication Digital TV content Value Chain
  • 24. Successful Applications Shopping Centres Airport Terminals Public Transportation Banks Travel Agents Car dealships In-Store TV networks
  • 25. Well-crafted adverts have significant impact on sales 4 Ps to Powerful Promotions (Platform, Positioning, Product , Price) New Rules of Marketing Digital OOH is the fastest growing advertising sector and the only one that is posting significant growth Summary
  • 26. DATO¡¯ RICKY WONG Chief Executive Officer ASIA MEDIA SDN BHD (728838-H) No. 35-1, 1 st Floor, Jalan Bandar 16, Pusat Bandar Puchong, 47100 Puchong, Selangor Darul Ehsan, Malaysia. Tel: 603-5882 7788 Fax: 603-5882 6622 Email: [email_address] Website: www.asiamedia.net.my Thank you