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Brands to take great leap forward with Agility Marketing: SingTel

Zafar Anjum | Dec. 12, 2014
SingTel Advertising shares 2015 industry trends

With the average Asia-Pacific user now spending more than seven hours daily on his or her television, computer and other mobile devices, 2015 will be a crucial year for brands and retailers looking to keep pace in today's multi-screen environment. SingTel Advertising, a media platform under Group Digital L!fe (GDL) that offers integrated digital advertising solutions, analysed up-and-coming advertising technology and attitudes from local marketing professionals, and emerged with insights for the coming year that signal a definitive move towards agility marketing. 

Anthony Shiner, SingTel Advertising's Chief Revenue Officer, commented, "A personalised experience is now a prerequisite for consumers when they decide to connect with brands. Digital and mobile media have created a different, more elusive consumer with ever-changing short-term thinking and who live across multiple screens. The brands of 2015 will need to persist with an integrated marketing approach, have ever more consumer data and be agile - shifting and adapting to meet the specific needs of individual consumers in real-time."

Here are SingTel Advertising's four key trends for 2015:

1. Television advertising's new-found relevance

In 2014, television evolved into an all-encompassing category: one that streams Internet video content on computers and mobile devices, as well as broadcasts on-demand entertainment via set-top boxes and connected TVs. Sensing the platform's renaissance, local marketers have indicated a desire towards increased TV ad spend in 2015, largely fuelled by the coming of age of TV audience targeting, as well as the Pay-TV industry's shift in focus, from 'media-selling' to 'audience-selling'.

With new technology, buying TV ad space to target generic audiences has become an outdated approach. It is now possible to aggregate TV data and draw deeper consumer behaviour insights. These insights can then inform TV operators' programming decisions to attract more viewers, create new segmentations in real-time based on consumer viewing behaviour, and provide niche audience targeting options for advertisers.

2. Wearable technology will become the fifth screen

2014 saw gadgets such as the Microsoft Band, Sony SmartWatch and the Samsung Galaxy Gear watch range start to make their way into customers' hands. While some might dismiss wearable technology as just a passing fad, others acknowledge its game-changing potential - the ability to utterly disrupt the modern business world and possibly become the 'fifth screen' after TVs, PCs, smartphones, and tablets. Marketing professionals in Singapore, especially those in the healthcare industry, expect that in the next five years, integrated advertising strategies will evolve to prominently include wearable technology.

"Wearable technology is at the heart of just about every discussion related to the Internet of Things (IoT) and the new capabilities pervasive connectivity can bring. A recent market research report from Mind Commerce LLC estimated that global spending on wearable devices will grow from US$9 billion in 2014 to reach US$218 billion in 2019. In the next few years, we expect that consumers of all profiles will come to rely on wearable devices and the data they generate. Designed to be worn close to the body, these gadgets can be used to monitor vital signs and movement. This presents businesses with opportunities on two levels, first, to create applications on wearable devices that collect and analyse data to understand consumers better, and second, to create personalised content that can engage consumers on their wearable devices," elaborated Mr. Shiner.


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