DSE Global 360 Presentation - Obstacles and Opportunities: An Overview of Emerging Asian DOOH Markets - Bing Kimpo, 26 Feb 2013
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Presentation at Digital Signage Expo 2013 - Las Vegas, 26 Feb 2013
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DSE Global 360 Presentation - Obstacles and Opportunities: An Overview of Emerging Asian DOOH Markets - Bing Kimpo, 26 Feb 2013
- 1. Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant,Aegis Media Philippines OOH (Posterscope) Monday, June 3, 13
- 2. Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant,Aegis Media Philippines OOH (Posterscope) OOH Trackworks Narra Digital Monday, June 3, 13
- 3. Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant,Aegis Media Philippines OOH (Posterscope) OOH Trackworks Narra Digital PR & Advertising DDB Publicis Monday, June 3, 13
- 4. Let’s DOOH it at SEA Opportunities | Obstacles in South East Asia BING KIMPO Bing Kimpo Media | Communications *Managing Consultant,Aegis Media Philippines OOH (Posterscope) OOH Trackworks Narra Digital PR & Advertising DDB Publicis Mobile Money,VAS Broadcasting Music Monday, June 3, 13
- 5. Overview ✓Environment ✓Where We Are ✓My Take ✓Call to Action Monday, June 3, 13
- 6. How I Got HERE Monday, June 3, 13
- 7. My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Monday, June 3, 13
- 8. Digital Signage World Asia. Singapore, 2010. My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Monday, June 3, 13
- 9. Digital Signage World Asia. Singapore, 2010. “Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?” My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Monday, June 3, 13
- 10. Digital Signage World Asia. Singapore, 2010. “Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?” NO.My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Monday, June 3, 13
- 11. Digital Signage World Asia. Singapore, 2010. “Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?” NO.My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Why I Stay Monday, June 3, 13
- 12. Digital Signage World Asia. Singapore, 2010. “Who here is making money - are you?” “Do we know how to sell ourselves?” “Do advertisers and agencies know how to buy us?” NO.My Own Misadventures ‣Foodcourt Network ‣Transit Network ‣Government Office Networks How I Got HERE Why I Stay Beyond Display, Transactions... An Exchange ofValues Monday, June 3, 13
- 13. Monday, June 3, 13
- 14. OOH, there is a Market at SEA Monday, June 3, 13
- 15. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH OOH, there is a Market at SEA Monday, June 3, 13
- 16. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA OOH, there is a Market at SEA Monday, June 3, 13
- 17. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia OOH, there is a Market at SEA Monday, June 3, 13
- 18. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia OOH, there is a Market at SEA Monday, June 3, 13
- 19. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia OOH, there is a Market at SEA Monday, June 3, 13
- 20. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia OOH, there is a Market at SEA Monday, June 3, 13
- 21. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore,Test Market for Indonesia OOH, there is a Market at SEA Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK Planet Monday, June 3, 13
- 22. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore,Test Market for Indonesia OOH, there is a Market at SEA Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK PlanetAudience + Capacity to Spend Monday, June 3, 13
- 23. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore,Test Market for Indonesia OOH, there is a Market at SEA Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK PlanetAudience + Capacity to Spend The Audience Gets Digital + The Industry Gets OOH Monday, June 3, 13
- 24. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore,Test Market for Indonesia OOH, there is a Market at SEA Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK PlanetAudience + Capacity to Spend The Audience Gets Digital + The Industry Gets OOH Opportunity = D+OOH Monday, June 3, 13
- 26. A Story within The Story •10% of the World Population (620M Total, 145M Under-14 as of 2012) •2.4% of the World’s GDP in 2011, 9% GDP Per Capita Growth over Next 20Years •2015:ASEAN Economic Cooperation •Middle Class Growth of 6.2% •65% of Pop. Middle Class by 2065; 50%, Urbanized •Digitally Savvy •Mobile Phone-Crazy: 125M Smartphone Users •Young, Upwardly-Mobile, On-the Move •5% Growth of OOH Pop: 240M Pax, 220M M-Subs, 29% on M-Internet 10% on Smartphones Advertising CAGR: 13.1% Consumer Spend CAGR: 6.6% Blackberry Stronghold Pop: 103M Pax, 90M M-Subs, 20% on M-Internet 14% on Smartphones 17% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 7.7% SMS, BPO Capital Pop: 96M Pax, 60M M-Subs, 50%+ on M-Internet 30% on Smartphones 14% of Consumers Use M-Commerce Advertising CAGR: 7.1% Consumer Spend CAGR: 13.5% Pop: 67M Pax, 77M M-Subs, 1M on M-Internet 25% on Smartphones 17% of Consumers Use M-Commerce Advertising CAGR: 6.5% Consumer Spend CAGR: 5.4% Online Gaming Capital of SEA Pop: 5.14M Pax, 7.79M M-Subs, 8.11M on M-Internet 80% on Smartphones 48% of Online Shoppers Buy via Mobile Advertising CAGR: 5.1% Consumer Spend CAGR: 4.3% Regional Hub, Entry Point to Asia Pop: 28.7M Pax, 35.7M M-Subs, 10M on M-Internet 32% on Smartphones 7% Consumers Use M-Commerce Advertising CAGR: 6.7% Consumer Spend CAGR: 4.4% Satellite to Singapore,Test Market for Indonesia OOH, there is a Market at SEA Sources: •MobileMonday SEA •PwC Global Outlook, 2012-16 •ABRAAJ Group •Mary Meeker, KPCB •Nelson Wee, SK PlanetAudience + Capacity to Spend The Audience Gets Digital + The Industry Gets OOH Opportunity = D+OOH Monday, June 3, 13
- 27. Monday, June 3, 13
- 28. Continued growth of OOH in SEA Monday, June 3, 13
- 29. Continued growth of OOH in SEA Market familiarity w/ digital, mobile Monday, June 3, 13
- 30. Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up Monday, June 3, 13
- 31. Continued growth of OOH in SEA Market familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH Monday, June 3, 13
- 32. Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-sideMarket familiarity w/ digital, mobile Digital screens now easier to set up English-speaking markets: SG, MY, PH Monday, June 3, 13
- 33. Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-sideMarket familiarity w/ digital, mobile Digital screens now easier to set up “DOOH = tactical applications, not enough inventory for campaigns.” English-speaking markets: SG, MY, PH Monday, June 3, 13
- 34. Continued growth of OOH in SEA Lack of expertise, vendor-side - we’re very DIY Lack of education, buyer-side Lack of application, proponent/agency-sideMarket familiarity w/ digital, mobile Digital screens now easier to set up “DOOH = tactical applications, not enough inventory for campaigns.” Tropical weather Regulatory environment English-speaking markets: SG, MY, PH Monday, June 3, 13
- 35. There is a market at SEA. Invest in it. Be there. @ Monday, June 3, 13