Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant, Aegis Media Philippines OOH (Posterscope)
Monday, June 3, 13
Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOH Trackworks Narra Digital Monday, June 3, 13
Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOH Trackworks Narra Digital Monday, June 3, 13
PR & Advertising DDB Publicis
Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant, Aegis Media Philippines OOH (Posterscope)
OOH Trackworks Narra Digital Monday, June 3, 13
PR & Advertising DDB Publicis
Mobile Money,VAS Broadcasting Music
Overview ✓Environment ✓Where We Are ✓My Take ✓Call to Action
Monday, June 3, 13
How I Got
HERE
Monday, June 3, 13
How I Got
HERE My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
Monday, June 3, 13
How I Got
HERE My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
How I Got
HERE
“Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?”
My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
Monday, June 3, 13
Digital Signage World Asia. Singapore, 2010.
How I Got
HERE My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
Monday, June 3, 13
“Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?”
NO. Digital Signage World Asia. Singapore, 2010.
How I Got
HERE My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
“Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?”
NO. Digital Signage World Asia. Singapore, 2010.
Why I Stay
Monday, June 3, 13
How I Got
HERE My Own Misadventures
‣Foodcourt Network ‣Transit Network ‣Government Office Networks
“Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?”
NO. Digital Signage World Asia. Singapore, 2010.
Why I Stay
Beyond Display, Transactions... An Exchange of Values
Monday, June 3, 13
Monday, June 3, 13
OOH, there is a Market at SEA
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Monday, June 3, 13
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Monday, June 3, 13
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Monday, June 3, 13
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore, Test Market for Indonesia Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore, Test Market for Indonesia
Audience + Capacity to Spend
Monday, June 3, 13
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore, Test Market for Indonesia
Audience + Capacity to Spend
Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet
The Audience Gets Digital + The Industry Gets OOH
Monday, June 3, 13
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore, Test Market for Indonesia
Audience + Capacity to Spend
Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet
The Audience Gets Digital + The Industry Gets OOH
Opportunity = D+OOH Monday, June 3, 13
Singapore Malaysia Thailand Philippines
Singapore Malaysia Indonesia Thailand Philippines*
Singapore Malaysia
Singapore Singapore Malaysia Indonesia Philippines Vietnam
Singapore
Malaysia Monday, June 3, 13
Singapore
A Story within The Story
OOH, there is a Market at SEA
•10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20 Years •2015: ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH
Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold
Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital
Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5%
Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore, Test Market for Indonesia
Audience + Capacity to Spend
Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet
The Audience Gets Digital + The Industry Gets OOH
Opportunity = D+OOH Monday, June 3, 13
Monday, June 3, 13
Continued growth of OOH in SEA
Monday, June 3, 13
Continued growth of OOH in SEA Market familiarity w/ digital, mobile
Monday, June 3, 13
Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up
Monday, June 3, 13
Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH
Monday, June 3, 13
Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH
Monday, June 3, 13
Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-side
Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH
Monday, June 3, 13
Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-side “DOOH = tactical applications, not enough inventory for campaigns.”
Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH
Monday, June 3, 13
Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-side “DOOH = tactical applications, not enough inventory for campaigns.” Tropical weather Regulatory environment
There is a market at SEA. Invest in it. Be there. @
Monday, June 3, 13