winning in the addressable age media... · sources: nielsen, kantar media, ces 2018, omg what’s...
TRANSCRIPT
PH 2018
Winning in the Addressable Age
How will tech developments change the
media landscape?
What is media’s role in the redefinition of CX?
How is the Philippines continuing to push the
boundaries of “social”
Quick Look @ PH
Sources: World Economic Forum’s Global
Competitiveness Report 2017-2018 , Philippine Statistics
Authority; Gallup International Poll
103M Population
1:1 Gender Ratio
45% Urbanity
$390B GDP (Nominal)
6.7% GDP Growth Rate
1.7% Ave Inflation
$5,300 Ave Household Income
$4,200 Ave Household Expenditure
9.5% Consumer Confidence
94% Employment Rate
16% Underemployment
22% Poverty Incidence
3rd Global Happiness Index
Consumption Stats
Sources: The Changing Consumer Landscape, Kantar
FMCG PERFORMANCE BY MEGA CATEGORY
Consumption Stats
Sources: The Changing Consumer Landscape, Kantar
FMCG PERFORMANCE BY MEGA CATEGORY FMCG PERFORMANCE BY REGION
Key Media StatsTV still has the widest reach across media channels,
Sources: wearesocial, Digital in 2018, Nielsen Clear Decisions, Q4 2017
53%42% 39%
48% 42% 41%
58% 55% 51%63% 63% 59%
Internet Social media Mobile social media
Global APAC SEA PH
>700% growth
but digital posts double-digit growth
Internet users in the country show a high degree of affinity for the mobile phones…
Sources: wearesocial, Digital in 2018, Nielsen Clear Decisions, Q4 2017
Activity Incidence
Social
Networking98%
Watching Videos 74%
Online
Discussion74%
Uploading
Content63%
Instant
Messaging61%
5:28 5:215:02
4:444:10
4:30 4:143:37
3:06
1:57
16-24 25-34 35-44 45-54 55-64
PC/Laptop Mobile
Key Media Stats
Sources: wearesocial, Digital in 2018, Nielsen Clear Decisions, Q4 2017
Activity Incidence
Social
Networking98%
Watching Videos 74%
Online
Discussion74%
Uploading
Content63%
Instant
Messaging61%
2:03
2:463:13
3:31
4:08
2013 2014 2015 2016 2017
HOURS SPENT ONLINE VIA MOBILE
Key Media Stats… a phenomenon that has been consistently seen in our data.
Mobile and TV consumption now have become one of the best-case examples of multiple screening
87%Source: GlobalWebIndex,
Philippine Market Report Q4 2017
52%
43%39%
35%
26%22%
19%15% 15%
of Filipinos use
another device
while watching TV
Mobile
PC/laptop
Tablet
ACTIVITIES DONE ON SECOND
SCREEN WHILE WATCHING TV
Base: Internet users aged 16-64
SECOND SCREEN
DEVICE USAGE
Trends to Look Out for
Big Game Changer
Big Game Changer
Big Game Changer
Big Game Changer
Big Game Changer
Local Media Insights
Comprehensive media monitoring is critical, not just for new media even those showing
declines. In the case of TV, we need to understand the impact of Pay Subscriptions, DTT as
much as new technologies still.
- Jay Bautista, General Manager, Kantar Media
Sources: Nielsen, Kantar Media, CES 2018, OMG What’s Next, eMarketer, GWI, Adobe Digital Insights
Global Trends
28% of mobile operations in APAC will start offering 5G
Emergence of 5G
24B IoT devices with VPAs will be utilized with integration of AR/VR and A-
Commerce
VPAs: Integration of IoT and AI
70-80% of digital campaigns will have a programmatic component
Addressable Media Overtake
Convenience will continue to grow in importance to consumers
Convenience Culture
Global Ecommerce reached $2.3T and 58.9% of was via mobile
Social and Mobile eCommerce
Key Take-Aways
Impact of TRAIN will change
consumption patterns
There is greater variability in media
touch points
There is a need to understand how
addressable media is evolving with non-addressable media
5G is not yet in PH but when it does
happen, it’s going to be highly explosive
VPAs: Integration of IoT and AI in PH will
still be limited by limitation
Addressable Media Overtake will
continue to increase its share of media
budgets
Convenience will continue to grow in
significance in consumer decisions.
Social and Mobile eCommerce has the
potential to be a major channel in PH
Mobile
Thank You!End of Presentation
Research & Insights Team
Omnicom Media Group Philippines
