DSE Global 360 Presentation - Obstacles and Opportunities: An Overview of Emerging Asian DOOH Market

Page 1

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


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