1. regional spotlight on digital advertising trends ...€¦ · thailand malaysia singapore...
TRANSCRIPT
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
ADOBE SYMPOSIUM Danielle West | Senior Solutions Consultant
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
MARKET OVERVIEWDigital in Southeast Asia
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THAILAND
MALAYSIA
SINGAPORE
INDONESIA
PHILIPPINES
VIETNAM
69.11MILLION
31.83MILLION
5.75MILLION
265.4MILLION
105.7MILLION
96.02MILLION
TOTAL POPULATION BY COUNTRY IN SEA
SOURCES: UNITED NATIONS; U.S. CENSUS BUREAU
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THAILAND
MALAYSIA
SINGAPORE
INDONESIA
PHILIPPINES
VIETNAM
57MILLION
PENETRATION – 82%
25.08MILLION
PENETRATION – 79%
4.83MILLION
PENETRATION – 84%
132.7MILLION
PENETRATION – 50%
67MILLION
PENETRATION – 63%
64MILLION
PENETRATION – 67%
INTERNET USAGE BY COUNTRY IN SEA
SOURCES: INTERNETWORLDSTATS. ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THAILAND
MALAYSIA
SINGAPORE
INDONESIA
PHILIPPINES
VIETNAM
55.56MILLION
PENETRATION – 80%
21.62MILLION
PENETRATION – 68%
4.71MILLION
PENETRATION – 82%
177.9MILLION
PENETRATION – 67%
61MILLION
PENETRATION – 58%
70.03MILLION
PENETRATION – 73%
MOBILE DATA USAGE BY COUNTRY IN SEA
SOURCES: GSMA INTELLIGENCE; GOOGLE; ERICSSON; KEPIOS ANALYSIS
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
124.8
24.08
61.9
4.58
54.5861.73
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
0
20
40
60
80
100
120
140
Indonesia
Malaysia
Philippines
Singapore
Thailand
Vietnam
Active Mobile Internet Users (in M)
Active Mobile Internet Users (% Population)
26%
72%
2%40%
57%
3%
56%39%
5%
28%
69%
4%
20%
78%
2%
73%
24% 3%
SHARE OF WEB TRAFFICDEVICE USAGE IN SEA
SOURCES: INTERNETWORLDSTATS. ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOKWEB TRAFFIC SOURCES : STATCOUNTER, JANUARY 2018, AND STATCOUNTER, JANUARY 2017
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
`
% People who Search Online For A Product or Service To Buy
% People Visiting an Online Retail Store
% People Purchased a Product or Service Online
% People Made an Online Purchase Via Desktop or Laptop
% People Made an Online Purchase Via Mobile
`
` `
71% 69%
54% 73%
57% 45%
`
62% 59%
39% 59%
47% 40%
52% 40%
25% 39%
33% 31%
70% 70%
56% 72%
54% 45%
52% 40%
25% 39%
33% 31%
RETAIL MARKET IN SEA BY COUNTRY
SOURCES: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
`
% People who Search Online For A Product or Service To Buy
% People Visiting an Online Retail Store
% People Purchased a Product or Service Online
% People Made an Online Purchase Via Desktop or Laptop
% People Made an Online Purchase Via Mobile
`
` `
71% 69%
54% 73%
57% 45%
`
62% 59%
39% 59%
47% 40%
52% 40%
25% 39%
33% 31%
70% 70%
56% 72%
54% 45%
52% 40%
25% 39%
33% 31%
RETAIL MARKET IN SEA BY COUNTRY
SOURCES: GLOBALWEBINDEX, Q2 & Q3 2017. BASED ON A SURVEY OF INTERNET USERS AGED 16-64.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
40% 52%
50% 52%
45% 57%
68% 61%
74% 62%
61% 71%
75% 72%
76% 87%
76% 79%
52% 60%
64% 59%
63% 68%
37% 45%
40% 40%
38% 50%
` ` `
` `
% Population delete cookies from internet browser to protect privacy
% Population believe that new technologies offer more opportunities
than risks
% Population believe data privacy and protection are vey important
% Population prefer to complete tasks digitally whenever possible
% Population use an ad-blocking tool to stop adverts being displayed
PRIVACY IN SEA BY COUNTRY
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
40% 52%
50% 52%
45% 57%
68% 61%
74% 62%
61% 71%
75% 72%
76% 87%
76% 79%
52% 60%
64% 59%
63% 68%
37% 45%
40% 40%
38% 50%
` ` `
` `
% Population delete cookies from internet browser to protect privacy
% Population believe that new technologies offer more opportunities
than risks
% Population believe data privacy and protection are vey important
% Population prefer to complete tasks digitally whenever possible
% Population use an ad-blocking tool to stop adverts being displayed
PRIVACY IN SEA BY COUNTRY
SOURCES: GOOGLE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Ad Spend APAC
11
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
Indonesia Thailand Singapore Philippines Malaysia Vietnam
2017 2018 2019
(in M
illio
ns)
SOURCES: eMarketer, March 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
5 ADVERTISING TRENDS IN SOUTH EAST ASIA
ARTIFICIAL INTELLIGENCE
ad targeting
content creation & curation
dynamic pricingfraud preventionpredictive customer service
product recommendation
programmatic buying
budget allocationforecasting
personalisation