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THE DATA-DRIVEN
ADVERTISING PLATFORM
FormatsHumology PlatformPremium Publishers Humology StudioPrediction AI Audiences Humology UI
THE HUMOLOGY END-TO-END
ADVERTISING PLATFORM
BANNERS VIDEO RICHMEDIA NATIVE
BRAND CREATIVE
We start by receiving the
brand’s creative assets CREATIVE SUPPORT
Our creative platform & strategy
teams bring together media
and creative to deliver
evidence-based marketing
campaigns that drive real
business outcomes
GREAT AD EXPERIENCES
In partnership with our clients, we
create ad experiences that are built
for the mobile device and fuelled by
consumer engagement
SMART USE OF DATA
We use massive amounts of data to
deliver the right creative that
connects to the right consumer
MASSIVE REACH
We work with best local and
global publishers to connect
our clients with 35 million
people in Myanmar
GUARANTEED OUTCOMES
Humology guarantees outcomes like
incremental visits or video views so
that marketers connect with a more
engaged audience
HOW WE
WORK
WITH
CLIENTS
4
About The Report
Many parts of Myanmar have recently been under total
lockdown in order to contain the spread of the
Coronavirus. This has had a substantial impact on how
people are living their day to day lives and also how they
are now consuming media.
With limited ability to lead a pre-COVID19 existence,
consumer habits have adapted to a new normal.
Consumers have broadened their adoption of ‘new
technologies’ to support their requirements from online
shopping/food delivery services to entertainment habits.
Humology has tracked how these behaviours have
changed and how advertisers can best converse with
their audiences.
The survey was conducted by Humology across 1,000
people living in Myanmar with an age range of 18 to 75.
5
Shifts in Consumer Behaviour
Game of
Phones
54% increase in
consumers saying they
play mobile games
“multiple times per day”
Manners Maketh
Man
4 in 5 consumers do
not like formats that
are interruptive to
their digital
experience
Move Beyond
Silos
Consumers have
broadened habits
across multiple
environments
Video Is the
Myanmar Star
70% of consumers
have watch online
video at least once a
day
Trust Needs
to be Earned
With a charged political
environment and mixed
messaging local and global
sites and apps become
key territories
Humology Consumer data 2020
6
Social distancing
is the new norm in
times of COVID19
80% have cut back on
social and outdoor
activities across
Myanmar
Humology Consumer data 2020
71% 70%
61%
49%
38%
82%
80%
90%
85%
43%
Work from home or
reduce office hours
Reduce outdoor
and social activities
Cancel vacation
plans
Cancel work travel
plans
Start attending
online classes
Select the following that applies to you in response to the Coronavirus
Covid-19 situation
Apr-20 Oct-20
7
MYANMAR
CONSUMERS CAN
NOW BE REACHED
ACROSS A
MULTITUDE OF
ENVIRONMENTS
MYANMAR MONTHLY UNIQUES
Total Market Facebook
35m 22m
Messaging 15m
Gaming 14m
YouTube 4.75m
TikTok 4.25m
Music 2.2m
Utility 1.6m
Sources: Flurry Analytics, Facebook, Google, Humology, AdColony, Viber
80% of consumers have added
a new app on their
smartphone since COVID19
Humology Consumer data 2020
0 1 2 3 4 5 6 or more
9
Smartphone usage is peaking as respondents avoid
going outside
90% 88%
23%
25%
20%
82%
66%
32% 30%
16%
84%
60%
35%
16%
6%
Smartphone Laptop/Desktop TV Tablet Gaming console
Gen Z Gen Y Gen X
Humology Platform data 2020
1
0
56% of consumers now go online multiple times every day -
an increase of 75% since COVID19
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily
1
1
Consumers in Myanmar spend most of their time watching online
video and playing mobile games & watching TV during the crisis
Humology Consumer data 2020
60%
57%
51%
54%
45%
69%
65%
55%
49%
39%
Increase onlive video
streaming
Play more mobile games Watch more TV Spend more time on social
media
Read more news on physical
newspapers
Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19
situation.
Apr-20 Oct-20
1
2
People are connected
online 24/7 during the
crisis
Social media ranks 4th in
terms of how consumers
across Myanmar increasing
time spent over COVID19
69% have increased video
streaming on Netflix or online TV
65% are playing more games on
their smartphones and tablets
49% are spending more time on
social media
45% are reading more news on
physical newspapers
55% are watching more TV
1st
2nd
3rd
4th
5th
Humology Consumer data 2020
1
3
71% of consumers now watch online video every day – an
increase from 42% since COVID19
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily
1
4
Online Video streaming has seen a high number of new app
downloads and a large increase in sessions
Total
Downloads
(millions)
Total
Sessions
(Millions)
Humology Platform data 2020
96
98
100
102
104
106
108
0.78
0.8
0.82
0.84
0.86
0.88
0.9
0.92
0.94
0.96
0.98
1
12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20
Total Downloads Total Sessions
57% of consumers are
playing more mobile games
since the outbreak
52% of the mobile gaming
audience are female
Humology Consumer data 2020
1
6
72% play mobile games every day with a 37% increase in
consumers playing multiple times per day
Humology Consumer data 2020
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Oct-20
Apr-20
Pre-COVID 19
Multiple times per day Daily Less than daily
1
7
Mobile gaming downloads and sessions have increased
Total
Downloads
(millions)
Total
Sessions
(Millions)
Humology Platform data 2020
75
80
85
90
95
100
105
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20
Total Downloads Total Sessions
1
8
Social platforms like Facebook are the least trusted
media by Myanmar consumers, particularly for COVID-
19 updates and political content
Humology Consumer data 2020
69% 68%
50%
75%
72%
46%
Local Apps & Websites Global Apps & Websites Social Media
Where do you look for trusted news and information during the Coronavirus Covid-19 situation?
Apr-20 Oct-20
Networking,
education and
entertainment top
the interests
however they are
interested in a wide
range of content
Interests on Mobile
98%
95%
91% 90%
87% 85% 84% 83% 82% 80%
72%
52%
Socialnetw
orking
Education/W
ork-related
Entertainm
ent
R
ealTim
e
Inform
ationSports
&
Fitness
N
ew
s
&
C
urrentevents
H
ealth
&
B
eautyTravel&
H
olidays
Fashion
&
C
lothing
C
onsum
erelectronicsM
otors
&
V
ehicles
H
om
e
&
G
arden
All Adults
Humology Mobile Usage Study 2020: Adults
2
0
Consumers across most categories show increased time
spent with Mobile Games, Online Video and Apps
0
20
40
60
80
100
120
140
160
180
Moms Young Males Young Females High Net Worth
Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps
Humology Consumer data 2020
2
1
Frequency of online usage has increased post COVID
Breakfast
(6-10am)
Morning
(10am-12pm)
Lunch
(12-2pm)
Afternoon
(2-5pm)
Evening
(5-8pm)
Late Night
(8pm-12am)
Top Apps
Mobile Games
Online Video & OTT
Online Shopping
Social Media
Watching TV
Peak timings APR 2020Peak timings pre COVID
Humology Platform data 2020
Peak timings OCT 2020
Ensure that you are
using formats
where your target
audience feels as
though they are in
control and/or there
is a value exchange
Humology Mobile Usage Study 2020: Adults
82%
78%
57%
52%
51%
45%
31%
31%
20%
19%
18%
22%
43%
48%
49%
55%
69%
69%
80%
81%
User-initiated mobile app
Interactive Rich Media
Native Ads
In Feed click-to-play
Skippable pre-roll
Social click-to-play
Standard Banner
In Feed auto-play
Social auto-play
Pre-roll
Positive Negative
2
3
58% are planning to
purchase groceries
and household items
online
Humology Consumer data 2020
2
4
Across Myanmar more than 58% of respondents are
planning to shift purchases online
Humology Consumer data 2020
58%
52%
45%
24%
62%
58%
55%
23%
Shift more purchases from offline to
online
Purchase groceries/household items
online
Increase my usage of delivery
services
Purchase more from local stores
Select all that best describe your purchase behavior for the next few months
Apr-20 Oct-20
84% of consumers want
brands to continue
communicating during
this crisis
Humology Consumer data 2020
2
6
43% of consumers hope to see ads featuring latest
promotions and discounts
Humology Consumer data 2020
77%
54%
38%
21%
17%
23%
18%
84%
62%
55%
43%
26%
15% 15%
Keep communicating
with consumers
Information around
product health and
safety
Compassionate
messaging
Information around
latest promotions and
discounts
Efforts to support
local communities
Pause brand
communications
Right type of humour
to lighten the mood
Select all that best describe your purchase behavior for the next few months
Apr-20 Oct-20
2
7
40%
39%
25%
23%
23%
43%
33%
29%
22%
21%
15% 20% 25% 30% 35% 40% 45%
Food & Beverage
Travel
FMCG
Realestate
Energy/Oil/Gas
Consumers are concerned by brands that appear next to
COVID19 content
IAS Covid Report data 2020
Food & Beverage and Travel
brands top the list of verticals
that consumers DON’T want to
see adjacent to Coronavirus
content
2
8
The mobile app ecosystem is tailormade for brand
suitability
Professional
Brand-safe
environment
Exclude UGC
Focused & captive
audience
Increase in
consumer time
spent
Humology Rich Media – Deck of Cards
Challenge
Strategy
Reach
45.3%
Brand Safety
98.8%
CTR
9.17%
Interaction (MRC)
9.08%
Click Through Rate
x18 Higher than market
average
Interaction Rate
200% Higher than market
average
A FOOD DELIVERY BRAND ACHIEVES
BRAND RECOGNITION USING HUMOLOGY
RICH MEDIA
• Foodpanda was position itself as the new technology delivering platform in food market.
• They wanted to interrupt and engage with the consumer while they only available in certain
locations in Yangon, Mandalay, Mawlamyaing, Bagan, PyinooLwin
• Simple engaging rich media unit that convey multiple messages to the target consumers.
• Hyper targeting to specific locations. Contextual targeting to Food sites/apps. Interest
targeting to consumers that regularly eat out/use food apps.
• Used A.T.O.M. AI optimization to drive guaranteed results
Click to play video
3
0
What should Brands do to address the
Fluid Times and Shifts In Consumer Behavior?
Stay In
Touch
Remain calm and continue your
communication and engagement
with consumers in the right tone
of voice. Make consumers feel
that you are available and ready
in times of crisis.
Shift Your
Media
Understand where consumers are
spending more time across apps,
online video and mobile gaming.
Shift your media plan
accordingly.
Think
Engagement
Consumers have more time to spend with
you and your brand online than ever
before. Ensure you use the right mix of
interactive rich media, playable and video
formats to give them a reason to engage.
This is not a time for static images.
3
1
Thank You

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Humology Covid19 Research Oct 2020

  • 2. FormatsHumology PlatformPremium Publishers Humology StudioPrediction AI Audiences Humology UI THE HUMOLOGY END-TO-END ADVERTISING PLATFORM BANNERS VIDEO RICHMEDIA NATIVE
  • 3. BRAND CREATIVE We start by receiving the brand’s creative assets CREATIVE SUPPORT Our creative platform & strategy teams bring together media and creative to deliver evidence-based marketing campaigns that drive real business outcomes GREAT AD EXPERIENCES In partnership with our clients, we create ad experiences that are built for the mobile device and fuelled by consumer engagement SMART USE OF DATA We use massive amounts of data to deliver the right creative that connects to the right consumer MASSIVE REACH We work with best local and global publishers to connect our clients with 35 million people in Myanmar GUARANTEED OUTCOMES Humology guarantees outcomes like incremental visits or video views so that marketers connect with a more engaged audience HOW WE WORK WITH CLIENTS
  • 4. 4 About The Report Many parts of Myanmar have recently been under total lockdown in order to contain the spread of the Coronavirus. This has had a substantial impact on how people are living their day to day lives and also how they are now consuming media. With limited ability to lead a pre-COVID19 existence, consumer habits have adapted to a new normal. Consumers have broadened their adoption of ‘new technologies’ to support their requirements from online shopping/food delivery services to entertainment habits. Humology has tracked how these behaviours have changed and how advertisers can best converse with their audiences. The survey was conducted by Humology across 1,000 people living in Myanmar with an age range of 18 to 75.
  • 5. 5 Shifts in Consumer Behaviour Game of Phones 54% increase in consumers saying they play mobile games “multiple times per day” Manners Maketh Man 4 in 5 consumers do not like formats that are interruptive to their digital experience Move Beyond Silos Consumers have broadened habits across multiple environments Video Is the Myanmar Star 70% of consumers have watch online video at least once a day Trust Needs to be Earned With a charged political environment and mixed messaging local and global sites and apps become key territories Humology Consumer data 2020
  • 6. 6 Social distancing is the new norm in times of COVID19 80% have cut back on social and outdoor activities across Myanmar Humology Consumer data 2020 71% 70% 61% 49% 38% 82% 80% 90% 85% 43% Work from home or reduce office hours Reduce outdoor and social activities Cancel vacation plans Cancel work travel plans Start attending online classes Select the following that applies to you in response to the Coronavirus Covid-19 situation Apr-20 Oct-20
  • 7. 7 MYANMAR CONSUMERS CAN NOW BE REACHED ACROSS A MULTITUDE OF ENVIRONMENTS MYANMAR MONTHLY UNIQUES Total Market Facebook 35m 22m Messaging 15m Gaming 14m YouTube 4.75m TikTok 4.25m Music 2.2m Utility 1.6m Sources: Flurry Analytics, Facebook, Google, Humology, AdColony, Viber
  • 8. 80% of consumers have added a new app on their smartphone since COVID19 Humology Consumer data 2020 0 1 2 3 4 5 6 or more
  • 9. 9 Smartphone usage is peaking as respondents avoid going outside 90% 88% 23% 25% 20% 82% 66% 32% 30% 16% 84% 60% 35% 16% 6% Smartphone Laptop/Desktop TV Tablet Gaming console Gen Z Gen Y Gen X Humology Platform data 2020
  • 10. 1 0 56% of consumers now go online multiple times every day - an increase of 75% since COVID19 Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
  • 11. 1 1 Consumers in Myanmar spend most of their time watching online video and playing mobile games & watching TV during the crisis Humology Consumer data 2020 60% 57% 51% 54% 45% 69% 65% 55% 49% 39% Increase onlive video streaming Play more mobile games Watch more TV Spend more time on social media Read more news on physical newspapers Select all that best describe your entertainment behaviour in response to the Coronavirus Covid-19 situation. Apr-20 Oct-20
  • 12. 1 2 People are connected online 24/7 during the crisis Social media ranks 4th in terms of how consumers across Myanmar increasing time spent over COVID19 69% have increased video streaming on Netflix or online TV 65% are playing more games on their smartphones and tablets 49% are spending more time on social media 45% are reading more news on physical newspapers 55% are watching more TV 1st 2nd 3rd 4th 5th Humology Consumer data 2020
  • 13. 1 3 71% of consumers now watch online video every day – an increase from 42% since COVID19 Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
  • 14. 1 4 Online Video streaming has seen a high number of new app downloads and a large increase in sessions Total Downloads (millions) Total Sessions (Millions) Humology Platform data 2020 96 98 100 102 104 106 108 0.78 0.8 0.82 0.84 0.86 0.88 0.9 0.92 0.94 0.96 0.98 1 12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20 Total Downloads Total Sessions
  • 15. 57% of consumers are playing more mobile games since the outbreak 52% of the mobile gaming audience are female Humology Consumer data 2020
  • 16. 1 6 72% play mobile games every day with a 37% increase in consumers playing multiple times per day Humology Consumer data 2020 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Oct-20 Apr-20 Pre-COVID 19 Multiple times per day Daily Less than daily
  • 17. 1 7 Mobile gaming downloads and sessions have increased Total Downloads (millions) Total Sessions (Millions) Humology Platform data 2020 75 80 85 90 95 100 105 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 12/9/2013/9/2014/9/2015/9/2016/9/2017/9/2018/9/2019/9/2020/9/2021/9/2022/9/2023/9/2024/9/2025/9/2026/9/2027/9/2028/9/2029/9/2030/9/201/10/202/10/203/10/204/10/205/10/206/10/207/10/20 Total Downloads Total Sessions
  • 18. 1 8 Social platforms like Facebook are the least trusted media by Myanmar consumers, particularly for COVID- 19 updates and political content Humology Consumer data 2020 69% 68% 50% 75% 72% 46% Local Apps & Websites Global Apps & Websites Social Media Where do you look for trusted news and information during the Coronavirus Covid-19 situation? Apr-20 Oct-20
  • 19. Networking, education and entertainment top the interests however they are interested in a wide range of content Interests on Mobile 98% 95% 91% 90% 87% 85% 84% 83% 82% 80% 72% 52% Socialnetw orking Education/W ork-related Entertainm ent R ealTim e Inform ationSports & Fitness N ew s & C urrentevents H ealth & B eautyTravel& H olidays Fashion & C lothing C onsum erelectronicsM otors & V ehicles H om e & G arden All Adults Humology Mobile Usage Study 2020: Adults
  • 20. 2 0 Consumers across most categories show increased time spent with Mobile Games, Online Video and Apps 0 20 40 60 80 100 120 140 160 180 Moms Young Males Young Females High Net Worth Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Using Apps Humology Consumer data 2020
  • 21. 2 1 Frequency of online usage has increased post COVID Breakfast (6-10am) Morning (10am-12pm) Lunch (12-2pm) Afternoon (2-5pm) Evening (5-8pm) Late Night (8pm-12am) Top Apps Mobile Games Online Video & OTT Online Shopping Social Media Watching TV Peak timings APR 2020Peak timings pre COVID Humology Platform data 2020 Peak timings OCT 2020
  • 22. Ensure that you are using formats where your target audience feels as though they are in control and/or there is a value exchange Humology Mobile Usage Study 2020: Adults 82% 78% 57% 52% 51% 45% 31% 31% 20% 19% 18% 22% 43% 48% 49% 55% 69% 69% 80% 81% User-initiated mobile app Interactive Rich Media Native Ads In Feed click-to-play Skippable pre-roll Social click-to-play Standard Banner In Feed auto-play Social auto-play Pre-roll Positive Negative
  • 23. 2 3 58% are planning to purchase groceries and household items online Humology Consumer data 2020
  • 24. 2 4 Across Myanmar more than 58% of respondents are planning to shift purchases online Humology Consumer data 2020 58% 52% 45% 24% 62% 58% 55% 23% Shift more purchases from offline to online Purchase groceries/household items online Increase my usage of delivery services Purchase more from local stores Select all that best describe your purchase behavior for the next few months Apr-20 Oct-20
  • 25. 84% of consumers want brands to continue communicating during this crisis Humology Consumer data 2020
  • 26. 2 6 43% of consumers hope to see ads featuring latest promotions and discounts Humology Consumer data 2020 77% 54% 38% 21% 17% 23% 18% 84% 62% 55% 43% 26% 15% 15% Keep communicating with consumers Information around product health and safety Compassionate messaging Information around latest promotions and discounts Efforts to support local communities Pause brand communications Right type of humour to lighten the mood Select all that best describe your purchase behavior for the next few months Apr-20 Oct-20
  • 27. 2 7 40% 39% 25% 23% 23% 43% 33% 29% 22% 21% 15% 20% 25% 30% 35% 40% 45% Food & Beverage Travel FMCG Realestate Energy/Oil/Gas Consumers are concerned by brands that appear next to COVID19 content IAS Covid Report data 2020 Food & Beverage and Travel brands top the list of verticals that consumers DON’T want to see adjacent to Coronavirus content
  • 28. 2 8 The mobile app ecosystem is tailormade for brand suitability Professional Brand-safe environment Exclude UGC Focused & captive audience Increase in consumer time spent
  • 29. Humology Rich Media – Deck of Cards Challenge Strategy Reach 45.3% Brand Safety 98.8% CTR 9.17% Interaction (MRC) 9.08% Click Through Rate x18 Higher than market average Interaction Rate 200% Higher than market average A FOOD DELIVERY BRAND ACHIEVES BRAND RECOGNITION USING HUMOLOGY RICH MEDIA • Foodpanda was position itself as the new technology delivering platform in food market. • They wanted to interrupt and engage with the consumer while they only available in certain locations in Yangon, Mandalay, Mawlamyaing, Bagan, PyinooLwin • Simple engaging rich media unit that convey multiple messages to the target consumers. • Hyper targeting to specific locations. Contextual targeting to Food sites/apps. Interest targeting to consumers that regularly eat out/use food apps. • Used A.T.O.M. AI optimization to drive guaranteed results Click to play video
  • 30. 3 0 What should Brands do to address the Fluid Times and Shifts In Consumer Behavior? Stay In Touch Remain calm and continue your communication and engagement with consumers in the right tone of voice. Make consumers feel that you are available and ready in times of crisis. Shift Your Media Understand where consumers are spending more time across apps, online video and mobile gaming. Shift your media plan accordingly. Think Engagement Consumers have more time to spend with you and your brand online than ever before. Ensure you use the right mix of interactive rich media, playable and video formats to give them a reason to engage. This is not a time for static images.