Page 7 - index
P. 7
RESEARCH, ANALYSIS & TRENDS
For companies seeking a more many multi-nationals includ- vertisers who see ownership of
‘accelerated’ approach to em- ing Coca-Cola. About 70% of these platforms and the associ-
bracing digital, importing talent is their investment is in “Now”, ated data as a source for com-
by far the fastest way to drive or established and successful petitive advantage.
change. Companies should focus programs; 20% goes to Digital advertising stakeholders
on importing highly specialized “new”, or emerging trends (advertisers, agencies, media
roles such as search experts, that are starting to gain trac- owners and industry bodies)
data analysts and social media tion; and 10% goes to “next’, have a significant role to play to
managers. Over time, these roles ideas that is completely un- enhance the ecosystem. While
will evolve into media perfor- tested. This approach ena- advertisers will inevitably
mance experts, business manag- bles companies to start small change their mindset on digital
ers and community managers. and scale fast. platforms, media agencies need
to support this change by provid-
3. Top down executive support 4. Developing more integrated ing more robust digital solutions,
for digital media strategies with a scientific impact assess-
Most organizations that have yet Digital media owners need to ment. The media owners would
to embrace digital are facing make it easier for advertisers to have to make implementation
systemic challenges internally, include their solutions in the me- easier by simplifying the options
mainly around risk adversity. dia mix, equipping media plan- and usage terms. Industry bod-
Here are some additional proto- ners with the tools and training ies and government will need to
cols that can be put in place to to integrate digital into cam- continue to play their role in co-
support change and experimen- paigns and budget planning. ordinating and consolidating
tation: These could be in the form of efforts. More importantly, all
new media planning platforms stakeholders will need to come
Top down mandates: Unless and tools or industry and audi-
someone is held accountable ence benchmarks. It is also the together to help develop online
at Executive Management or responsibility of the advertisers advertising in Singapore.
Board level, the chance of to demand more of their agen-
driving a meaningful shift to cies to develop a robust media “Although Singapore is lagging be-
digital is highly unlikely. Or- mix model for their business. hind its peers in digital advertising,
ganizations who have stated Digital media owners need to the industry is aware of this and the
explicitly in their Board letters better educate advertisers and gap is closing. More must be done
a planned move to digital, agencies on the next generation to counter the four key inhibitors as
grounded in commercial value, of digital platforms. Enterprise the nation heads towards becoming
have very often been success- media-buying solutions other- a Smart Nation enabled by technol-
ful in realizing that change. wise known as “programmatic ogy. The increasing importance of
Setting targets for the propor- buying” are significantly simplify- mastering digital will become more
tion of digital media invest- ing the way in which digital and apparent and companies that lag
ment in advertising expendi- increasingly traditional media behind will risk losing their market
tures creates a clear goal for can be bought and managed. share. At current growth rates, by
teams and increased account- These sophisticated platforms 2017 digital advertising could repre-
ability for delivering progress. sent 34% of total media advertising
enable advertisers to reach hy- spend in Singapore,” Greg Un-
Culture of learning: Innova- per-targeted customers across sworth, Technology, Media & Tele-
tion programs can come in thousands of digital publishers, communications Leader, PwC Sin-
many forms, including the well and are fast becoming a discus- gapore concluded. ◊
-known 70-20-10 Model born sion point for sophisticated ad-
in the 1960s and adopted by By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
For companies seeking a more many multi-nationals includ- vertisers who see ownership of
‘accelerated’ approach to em- ing Coca-Cola. About 70% of these platforms and the associ-
bracing digital, importing talent is their investment is in “Now”, ated data as a source for com-
by far the fastest way to drive or established and successful petitive advantage.
change. Companies should focus programs; 20% goes to Digital advertising stakeholders
on importing highly specialized “new”, or emerging trends (advertisers, agencies, media
roles such as search experts, that are starting to gain trac- owners and industry bodies)
data analysts and social media tion; and 10% goes to “next’, have a significant role to play to
managers. Over time, these roles ideas that is completely un- enhance the ecosystem. While
will evolve into media perfor- tested. This approach ena- advertisers will inevitably
mance experts, business manag- bles companies to start small change their mindset on digital
ers and community managers. and scale fast. platforms, media agencies need
to support this change by provid-
3. Top down executive support 4. Developing more integrated ing more robust digital solutions,
for digital media strategies with a scientific impact assess-
Most organizations that have yet Digital media owners need to ment. The media owners would
to embrace digital are facing make it easier for advertisers to have to make implementation
systemic challenges internally, include their solutions in the me- easier by simplifying the options
mainly around risk adversity. dia mix, equipping media plan- and usage terms. Industry bod-
Here are some additional proto- ners with the tools and training ies and government will need to
cols that can be put in place to to integrate digital into cam- continue to play their role in co-
support change and experimen- paigns and budget planning. ordinating and consolidating
tation: These could be in the form of efforts. More importantly, all
new media planning platforms stakeholders will need to come
Top down mandates: Unless and tools or industry and audi-
someone is held accountable ence benchmarks. It is also the together to help develop online
at Executive Management or responsibility of the advertisers advertising in Singapore.
Board level, the chance of to demand more of their agen-
driving a meaningful shift to cies to develop a robust media “Although Singapore is lagging be-
digital is highly unlikely. Or- mix model for their business. hind its peers in digital advertising,
ganizations who have stated Digital media owners need to the industry is aware of this and the
explicitly in their Board letters better educate advertisers and gap is closing. More must be done
a planned move to digital, agencies on the next generation to counter the four key inhibitors as
grounded in commercial value, of digital platforms. Enterprise the nation heads towards becoming
have very often been success- media-buying solutions other- a Smart Nation enabled by technol-
ful in realizing that change. wise known as “programmatic ogy. The increasing importance of
Setting targets for the propor- buying” are significantly simplify- mastering digital will become more
tion of digital media invest- ing the way in which digital and apparent and companies that lag
ment in advertising expendi- increasingly traditional media behind will risk losing their market
tures creates a clear goal for can be bought and managed. share. At current growth rates, by
teams and increased account- These sophisticated platforms 2017 digital advertising could repre-
ability for delivering progress. sent 34% of total media advertising
enable advertisers to reach hy- spend in Singapore,” Greg Un-
Culture of learning: Innova- per-targeted customers across sworth, Technology, Media & Tele-
tion programs can come in thousands of digital publishers, communications Leader, PwC Sin-
many forms, including the well and are fast becoming a discus- gapore concluded. ◊
-known 70-20-10 Model born sion point for sophisticated ad-
in the 1960s and adopted by By MediaBUZZ
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
