Understanding Performance Marketing in Asia
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Transcript of Understanding Performance Marketing in Asia
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Performance Marketing in AsiaPerformance Marketing in AsiaJanuary 15, 2013 – ASW – Las Vegas
Eric J. GerritsenVice President, Sales & Business Development, Neverblue
- A GLOBALWIDE MEDIA COMPANY
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GlobalWide Media background:
- A GLOBALWIDE MEDIA COMPANY
• Diversified digital marketing and Internet technology company connecting advertisers and merchants to target consumer audiences worldwide
• Formed in 2006, specializing in email marketing
• Bought Neverblue Media Co. in 2012. Active in search, display, social, mobile
• Early leader in international performance marketing. Active in Asia for 8 years
• Verticals: Dating, travel, insurance, fashion, gaming, financial services, digital downloads
• Offices in Los Angeles, Victoria, Hong Kong and London
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Outline:
• Opportunity in Asia: The Big Picture
• For Advertisers & Merchants
• For Affiliates ““
- A GLOBALWIDE MEDIA COMPANY
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Opportunity: The Big PictureOpportunity: The Big PictureWhy Asia? Why Now?
- A GLOBALWIDE MEDIA COMPANY
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Asian Internet in Numbers:
- A GLOBALWIDE MEDIA COMPANY
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Asian Internet in Numbers:
- A GLOBALWIDE MEDIA COMPANY
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Asian Internet in Numbers:
- A GLOBALWIDE MEDIA COMPANY
The next billion Internet users
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Asian Internet in Numbers:
- A GLOBALWIDE MEDIA COMPANY
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Global Adspend – Asia #1 next year
- A GLOBALWIDE MEDIA COMPANY
Crossover pointIs next year
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Asian Internet in Numbers:
- A GLOBALWIDE MEDIA COMPANY
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Digital Adspend:
- A GLOBALWIDE MEDIA COMPANY
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Big trend – Mobile marketing in Asia:
- A GLOBALWIDE MEDIA COMPANY
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Big trend – Mobile marketing in Asia:
- A GLOBALWIDE MEDIA COMPANY
• 2nd largest mobile ad market after US
• Need for great performance campaigns
• Important to travel market – apps
• Big for gaming
• Affiliates with mobile experience emerged in 2012, leaders who can scale will emerge in 2013
• Pay-per-call models to emerge this year
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For Advertisers & MerchantsFor Advertisers & Merchants
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History: 40 years of rapid economic growth60s-70s – Japan, first to rise, leaders in electronics and quality manufacturing
80s-90s – “Tigers” Korea, Hong Kong, Singapore, Taiwan, also Malaysia, Thailand – cheaper manufacturing
90s-00s – China, India, also Indonesia
00s-10s – China surges, India grows – watch Indonesia, Philippines, Vietnam
Now – developed Asian economies have all moved upstream into services and are also moving from export-led growth to domestic consumption led growth- A GLOBALWIDE MEDIA COMPANY
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- A GLOBALWIDE MEDIA COMPANY
Almost 1 billion Asians have joined the middle class in the last
30 years
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For Advertisers & Merchants:Economic Lifecycle Mapping
- A GLOBALWIDE MEDIA COMPANY
Maternity
Education
Cars Dating
Real Estate
Consumer goods
Travel
Insurance
MedicalClothes
Products/Services
Diapers
Fashion
InsuranceDates
MortgagesHotels
Health/LifePharma
Entertainment
GamingUniversities
Electronics
Lifecycle
A billion new consumers need all these products/servicesCreating the biggest marketing opportunity in human history
Funerals?
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A perfect confluence
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Rise of Asian middle class
Move to digital Adspend
Performance Marketing
USA Asia
16% CAGR
40%+ CAGR
Higher Internet penetration
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Key vertical markets
- A GLOBALWIDE MEDIA COMPANY
• Travel
• Gaming
• Insurance
• Data
• Fashion
• Market research
• Dating
• Financial Services
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Travel
- A GLOBALWIDE MEDIA COMPANY
We expect to sell over One Million hotel room nights in Asia this year
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For AffiliatesFor Affiliates
- A GLOBALWIDE MEDIA COMPANY
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2013 Affiliate Trends:
- A GLOBALWIDE MEDIA COMPANY
• Hunger for learning among affiliates
• Move from Asian affiliates running American campaigns on American media to running Asian campaigns on Asian media
• Huge inventory of mobile media – affiliates will figure out how to monetize, including pay-per-call
• Three major domestic markets: China, India & Japan + major regional, pan-Asia market for travel, gaming, financial services
• As more advertisers and merchants jump on board, more campaigns for affiliates to choose from
• Hong Kong and Singapore to emerge as the leading centers for performance marketing in the region
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Players need to invest in affiliates to win
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• Interact events in 7 Asian cities last year:
- Shenzhen- Hong Kong- New Delhi- Bangkok- Shanghai - Beijing- Singapore
• 8 more this year
• 2,000 new affiliatesBangkok Interact - 2012
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Out of Bounds Thailand in March
- A GLOBALWIDE MEDIA COMPANY
• Fly our Top 20 affiliates to Phuket Thailand
• All expenses paid
• Adventure/bond
• Invest to win
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Summary Asia Performance Marketing Trends:
- A GLOBALWIDE MEDIA COMPANY
• Expect more advertisers and more merchants to get into performance marketing, to drive both Asia sales and drive global expansion plans
• Many new players in China – lots of drama and confusion. Leaders will emerge
• Payment terms in India could slow evolution down there
• Leaders will start to rapidly separate from followers. Winners will invest and be local
• Homegrown players will link up to major global players. M&A will start to figure into the picture
• Indonesia, Vietnam, Philippines will come into the mix adding another 100M Internet users in SE Asia
• Large spoils will go to those who figure out mobile affiliate marketing in a specifically Asian use context
• Travel will emerge as the #1 performance marketing vertical in Asia
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Asia
- A GLOBALWIDE MEDIA COMPANY
Where you want to be in 2013
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Asia
- A GLOBALWIDE MEDIA COMPANY
Where We Are
Unit B, 6/F, Teda Building87 Wing Lok StHong KongTel: [email protected](Director, BD-Asia)
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Performance Marketing in Asia
- A GLOBALWIDE MEDIA COMPANY
Thank You
eric.gerritsenATneverblue.com