Exploring Emerging Asia
Vietnam, Cambodia, Laos and Myanmar: a region that is facing rapid social changes in the midst of economic development. Positive development has bore different results in each country, all of which creates new opportunities and challenges for media agencies operating in the region.
Though the region is still heavily dominated by traditional media, and digital is growing rapidly in Cambodia and Vietnam. Government affairs plays a huge role in the progression of media, where Myanmar and Cambodia have liberalized media censorship, Laos and Vietnam must contend with prohibitive press freedom and a harsh media environment.
Commonalities exist amongst the approach multinational brands take in addressing each market for further growth. And with a distinctively youthful population, digital and social media is also forecast to experience a rapid growth, specifically on social media platforms such as Facebook and Youtube. Interestingly, Cambodian users are twice as likely to click a mobile ad than the average global user.
Together agency heads, suppliers and publishers, Media360 Emerging Asia will assess the range of nuanced opportunities available to each market specifically, and how media agencies can engage with consumers at their individual levels of development.
Registration and networking
Welcome address by Campaign, and a brief introduction of the format of the conference
Emerging Asia: Where we play
From being an after-thought for most multi-national agency networks to emerging as the region to ‘look out for’, Indochina’s media industry is fast playing catch up. Challenges are immense from artificial cost cutting, to limited media options and talent. A panel of experts from the region takes stock of the present challenges and the opportunities going ahead.
Client-Agency Relationships: ‘Don’t go to the bed angry!’
The marriage between media agencies and their clients seem to be on the cusp of the break-up with promiscuous relationships, talks of transparency and demands of lower media costs driven by procurement. A fireside chat with a client and agency head to find a common meeting ground.
Digital debate: 10 years hence… or even 5!
Top clients and agency heads take a long-term view of digital and its impact on business. In emerging markets, digital properties need to differentiate themselves and yet exhibit the same qualities to advertisers as television and then offer a comparable measurement system if there is any hope for capturing market share. In a panel discussion, clients and agencies discuss what are the roadblocks that are preventing clients from embracing and investing further in digital?
Networking coffee break
Talent: Hard to find… harder to keep!
A keynote about the need to nurture talent that can decipher the new data-driven landscape of the media and then find ways to plug the bleed to deep-pocketed technology majors.
Quick fire topic presentations
Join agency heads as they facilitate presentations and pitches on the following topics: 1) Measurement From the passe research methodologies surrounding typical media discussions to new metrics, such as view-ability and ad frauds permeating every marketer’s conversation, measurement is a top industry issue. Amidst a wave of change is happening in this part of the world — as well as the chaos and uncertainties — what are the industry’s measurement needs, and solutions, for the future? 2) Programmatic Although programmatic is picking up pace and adoption is growing, most marketers are just scratching the surface. How will data decision-ing, predictive modelling, data-driven real time creatives and mobile first programmatic strategy bring next impetus of growth in programmatic? 3) Mobile 2017 is expected to be the ‘year of mobile’ in emerging Asia as big platform players, including Google and Facebook, drive the agenda, optimising algorithm to maximise presence. But while more advertisers are expected to get into mobile space, what will it take for media conversations to start with mobile first solutions? 4) E-commerce E-commerce is growing rapidly but also ridden with challenges. While smartphones are changing the rules of the retail game, mistrust about online transactions, limited third-party vendors and basic IT infrastructure are some issues the key players need to deal with. What are the early learnings and successes in the e-commerce landscape?
Lunch and sign up
Group discussions are set up with each group briefed to discuss topics based on: Goal: See the challenge/s Action: Led by the respective facilitators the four teams share ideas and collaborate, gearing towards presenting challenges, solutions and examples later in the evening.
Idea exchange and coffee break
Prepare final presentations
Presentations by moderators and team members
Moderators/team members have 20 minutes each to present their final presentations.
Event wrap up