ESSENTIAL - Adtima

@2021 Adtima ProprietaryDo not duplicate or distribute without written permission@2021 Adtima Proprietary and ConfidentialDo not duplicate or distribute without written permission@2021 Adtima ProprietaryDo not duplicate or distribute without written permission

@2021 Adtima ProprietaryDo not duplicate or distribute without written permission

2020 has just passed with asignificant change in mediabehavior and consumption,shifting from offline to online.What has been predicted andplanned for 2020 did nothappen and was replaced bythe “New normal”, whichaccelerates the fast pace ofDigital evolvement. In thebright side, it’s giving prioritypass to opportunities forAdvertisers/ Brands toRELEARN, REAPPLY andREHABILITATE their standsin the market crowd.

As a local mobile leader andkey partners of Advertisers/Brands, Adtima wants toshare our points of view andencourages you to prioritizethis pass of key Digital trendsand opportunities which arepredicted as booming Digitalevolution in a better year of2021.

ESSENTIAL COUNTERPART OF DIGITAL AUDIO

The unexplored treasure in Digital world

01

THE BLOOMING OF CONVERSATIONAL COMMERCE

Empower Brand communication for consumer actions

02

AGE OF PERSONALIZATION

“Show me you know me”

03

2021 KEYDIGITAL TRENDS& BRAND OPPORTUNITIES

@2021 Adtima ProprietaryDo not duplicate or distribute without written permission@2021 Adtima ProprietaryDo not duplicate or distribute without written permission

ESSENTIAL COUNTERPART OF

DIGITAL AUDIOThe unexplored treasure in Digital world

@2021 Adtima Proprietary aDo not duplicate or distribute without written permission


Consumers are generally more receptive to audio than they are to video% Consumers willing to receive an ad during media experience

23%are receptive to

Audio ads

17%are receptive to

Video ads

Consumers are 35% more receptive when listening to Audio than when watching Video (1)

Time spent with streaming audio is also growing amid the covid-19 pandemic

US Adults will spend more time listening to Digital Audio

than Radio (3)

(87 minutes vs. 78 minutes/day)

An increase of 32% for Audio streaming from Dec 2019 to June 2020, among

US household (2)

Source: (1) IPG Media Lab

(2) comScore(3) eMarketer


Audio brings brand presence beyond videosFrom Audience Trends:

2018 2019

Video Streaming

Audio Streaming

52% 47%

48% 52%

From Advertiser Capabilities:

Brand-safe zoneAdvertisers can control the context of where their ad plays or doesn’t play

100% share of voice for brandListeners are only exposed to one message at a time

Source:IFPI Music Consumer Insight Report – 2018

IFPI Music Listening – 2019


Photo

Not only accompany every audience’s life moments but also accelerate brands’ impact

59%More likely to remember the

campaign slogan

10%More likely to

recall the advertisers

9%Higher brand

awareness

Source:Plug In – Audio Ad Report 2018

@2021 Adtima Proprietary Do not duplicate or distribute without written permission


Kingsford lit up summer grilling with digital audio ad

ContextKingsford is the leading charcoal brand for barbeque grilling, in corporation with Dispatch -a popular Indie-Roots band to find out how to reach the core audience (male millennials interested in casual grilling) by digital audio ads in a Summer campaign.

Title 2

of listeners were more interested in Kingsford Match Light charcoal.

FeatureKingsford leveraged the streaming intelligence technology to discover the band Dispatch was at the top bands that male millennials interested in casual grilling listened to. Dispatch recorded custom audio ads for Kingsford and put together in a music playlist of their favorite grilling and summer-related songs.

rise in brand consideration

50%

7%

Source:https://ads.spotify.com/en-US/inspiration/kingsford-and-dispatch-light-up-summer-grilling/


Digital audio advertisingThe unexplored treasure in digital world

A story well-told can engrave in your heart and mind

• Fill the gaps by penetrating screen-less moments where visual ads can’t touch and escape of the oversaturated display-ad world.

• Convey content & touch consumers’ mind at their most receptive moments by leveraging personal and intimate nature of audio.

• Audio content is far easier and more efficient to change thanks to the fast turnaround creative adjustment -something that can’t be done with video ads.

Be cautious! You’re stepping on user’s personal space• CONTENT – CONTEXT – DELIVERY are key factors

of success.

• Place your users first and mind the soundscape to design a worthy listen experience.

• Audio ads can be a nice touch enhancing your existing campaign rather than complicating with new ads creation.

Audio ads will evolve soon to resolve upper & lower funnels• Audio world vastly covers from Streaming music services, AM/FM simulcasts, Audio

content aggregators and On-demand audio content; in which Audio ads can also beStreaming ads, Podcast ads, Voice-Activated ads.


THE BLOOMING OF CONVERSATIONALCOMMERCEEmpower Brand communication for consumer actions


Southeast Asians as the fastest adaptors to conversational commerce

72% of customers in Southeast Asia are aware of conversational commerce when only 49% of shoppers across other countries have heard about this term.

From Southeast Asia, customers from Thailand and Vietnam engage the most in conversational commerce, with the figures being 40% and 36% respectively.

Source:Global Study - Facebook and Boston Consulting Group

% of consumers who are aware

% of consumers who are influenced

% of consumers who have purchased

62%

48%

29%

67%

45%

26%

75% 86% 69%

44% 61% 53%

23% 40% 36%

Indonesia Malaysia Philippines Thailand Vietnam


Conversational commerce bypasses traditional e-commerce opportunities in favors of chat

45% of shoppers said conversational commerce drove

their first online purchase

27% of shoppers said conversational commerce drove

their first online purchase

Southeast Asian Shoppers

US Shoppers

Source:Global Study - Facebook and Boston Consulting Group

of people surveyed said they planned to maintain or increase their conversational commerce spending in the future.94%


At age of digital transformation, digital/ online payment is on growth bringing convenience

“Digital payment is a key enabler is creating and connecting digital life for consumers, making a fundamental shift in social interactions, financial services, digital entertainment, daily life services and shopping habits,” explained Taylor Lam, Deloitte China Technology, Media & Telecommunications industry leader.

Portrait Of Digital Payment In South And Southeast Asia

After the pandemic

78% of consumers have increased their use of digital services

Top 3 reasons for using digital payment

1. Convenience

2. Contactless

3. Value-added benefits and promotions

Top 3 scenario of digital payment

70%

69%

62%

55% 60% 65% 70% 75%

e-commerce / m-commerce

peer-to-peer transfer

instore purchase

Petty payment in dominance

For 67% of consumers, the value of each transaction is less than $30

5%

33%29%

less than $1 $1~$10 $11~$30

Source: Deloitte Study in 2020


Personalize shopping experience of conversational commerce with brand chatbot

By 2023, over 70% of all chatbots assessed with be retail-based. Chatbot commerce transactions will reach $112bn annually.

20%Marketers see an average increase of 20% in sales when using personalized

experiences

80%Of shoppers are more likely to buy from a company that

offers personalized experiences.

77%Of consumers have chosen,

recommended, or paid more for a brand that

provides a personalized experiences

Source: CedCommerce


Inspire local mums to cook more at home by virtual kitchen assistant

ContextKnorr in Thailand wanted to increase brand preference and get mums to try new dishes which included core Knorr ingredients. The brand used customer insights data to discover that one of the main challenges Thai mums have was deciding what to cook for dinner for their families.

Recipes were viewed over 1.6m times

12 million fans on LINE(1/3 of Thai mums)

Knorr stock cube consumption increased by 50% within three months

FeatureIn partner with no.1 messaging platform in Thailand, Knorr provided a chatbot service of kitchen assistant - Auntie, for millions of mums in their community solving their core need of answering the “what’s for dinner” moment and embedding Knorr as the helper every mum needs for great family meals. Emotionally, it also built Knorr as the modern helper for mums in the kitchen, in touch with the way they live their lives.

Source: http://www.digitaltrainingacademy.com/casestudies/2017/03/line_chatbot_case_study_knorr_

auntie_reply.php


The blooming of conversational commerce that transforms brand communication

Messaging apps have strongly empowered human connections as well as created momentous opportunities for business communication.Business messaging can offer more practical benefits thanks to technology empowerment: • Speed of response• Convenience• Hyper relevance thanks to personalized content.Conversational commerce is believed to play a meaningful role in building deeper connection that can give consumers the confidence to convert.

Millions of conversational connections in every minute

The coronavirus pandemic has turned people dependent on the cashless payment system which empowers the rapid growth of mobile payment & e-wallet payment. At the end, adopted into conversational commerce, Brands provide a method of payment with Convenience, Speed, Accuracy & Security.

Revolution of chatbot as virtual personal assistant

Chatbot is being used more and more to streamline personal tasks and day-to-day activities, such as e-learning, parenting, and fitness, bridging the gap between education and technology.

Voice bot will become mainstream providing an element of personalization that reduces the problems caused by users' requirements.

Chatbot is going to go beyond artificial intelligence to emotional intelligence, which enhances soft skills that will impact the way users reach out to the bot and interact with.

Power up business by digital payment for convenience


AGE OFPERSONALIZATION“Show me you know me”


80%Consumers more likely

to purchase from a brand providing

personalized experiences

90%Shoppers will be

influenced to buy a product by personalized

recommendations

63%Consumers will stop

buying from a brand using poor personalization

tactics

Personalization is not a new trend, it has been greatly evolved from model marketing to more dynamic, predictive and proactive consumer approach.

One-size-fits-all will step backPersonalization becomes king

Source: Forces.com

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Personalization as a holistic process that can’t be missed any piece of it

Business Intelligence (BI)ü Commercial Data Understandingü Customer Data Understandingü Data Management & Segmentation

Multi Touchpointsü Cross-channel

communicationü Right context, right

timeü Appropriate call-to-

action along path to purchase

Dynamic & Smart Creativeü Right message at right individual

by data-drivenü A/B testing as always habit

Real-time Optimizationü Rule-based with KPI performanceü Ongoing Data analytics &

optimization ü Agile & real-time execution

Measurement & Evaluationü Media evaluationü Structure-of-reporting &

dashboardü Business impact


Maturity level of personalization expected to drive impact on brand performances

Most businesses are at the first 3 stages, trying to

enhance Consumer Engagement.

At the end of the ladder, they aim to drive significant impact on

Revenue and Customer retention.

Source: Adobe + MRM//McCANN


DEUTSCHE BAHN creatively responded to customers’ interests with personalization

increase in CTR

reduction in CPC

increase in Revenue

ContextEarlier 2019, German Rail (Deutsche Bahn) created a campaign encouraging Germans to holiday in their home country rather than take an expensive flight to a remote destination.

FeatureUsing an AI algorithm with customer data, the company identified what destinations people were searching for their travel plans, and identified their German lookalike photographs. They then juxtaposed these iconic international destinations with their similar-looking German locations, and targeted travel enthusiasts as smart personal recommendation for a remote travel with efficient cost.

849%

-60%

24%

Source: https://www.wedia-group.com/brand-content/3-examples-of-hyper-personalized-marketing-

campaigns/


Hyper-PersonalizationPersonalization is expecting to become “always-on” way of doing marketing, touches and impresses consumers in every moment, connects with customers not only in digital spaces, but also along path-to-purchase of omni-channels.

Moving To Next Stage: Predict Customer NeedsOnce customer data are collected adequately & in-depth, with AI & machine learning we can start utilizing predictive analytics to predict customer needs based on purchase frequency & reminding them at the golden moments.

Data Privacy & SecurityConsumers understand that their data gives win-win value to businesses & themselves, and keep expecting businesses to implement tighter privacy and cloud security which is communicated transparently.

Personalization “Show me you know me”


Headquarter SalaBlock B2 Sarimi Building - 74 Nguyen Co Thach, Dist. 2, Ho Chi Minh City

Email: [email protected]

Hanoi Branch5th Floor, SVVN Building, D29 Tran Thai Tong, Cau Giay Dist, Hanoi.

Hotline: (+84) 904 910 123

LET’SGET ON2021

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ESSENTIAL - Adtima