82 Questions to Ponder Over As You Go Through ad:tech SG Slide Decks

82 Strategic Questions to

ponder over as you go

through the ad:tech SG 2013

slide decks

They say that what differentiates great

leaders from the good ones are the

kind of questions they ask?

Tweet your questions to

@adtechsg & @harper

Day1 Opening Keynote:

Failure Was Not An Option

Q1: If Singapore’s PM Lee invites you to manage

his online campaigns for the next General

Elections, will you be keen to help?;)

Q2: Was it easier to market Threadless tees or

President Obama for the 2nd term?! One

similarity in marketing the two brands?


@adtechsg

Day1. Track 1. Session 1:

Marriage of Content & Technology

Q3: What is a healthy ratio between

content creation : content curation that brands

can adhere to?

Q4: Should brands create own branded content

or should they crowd source it?


@adtechsg

Day 1. Track 1. Session 2:

The Agency is Dead

Q5: In a hypercompetitive agency market, how

realistic is it for agencies to dictate terms with

clients?

Q6: You ask agencies not to get big. How do

they scale revenues & make an exit then?

Tweet your questions to @adtechsg, @alizaknox,

@suttonmatt


Evolution of Social To the Centre of

the Digital EcoSystem

Q7: Will Twitter’s self-serve advertising platform

be opened up to individuals and SMBs or is it

only meant for large organizations?

Q8: Why don’t we see many Singapore

companies use Twitter for customer service 24x7

as observed in other markets?


@adtechsg


The Affluent Asian Consumer

Q9: How relevant is traditional market research

in today’s world of real-time marketing? How

has digital impacted your research process?

Q10: How do you ascertain if affluent customers

are active on digital platforms? How can brands

reach them directly?


@adtechsg


Upsize Me. Serving Creative

Innovation with Fries

Q11: Why did you chose to co-promote Hello

Kitty? Any interesting data to suggest any

preference amongst your customer base?

Q12: How do you decide which menu item to

promote & which not to promote through

digital?

Tweet your questions to @adtechsg,

@derek_callow,@garytranter


Balls to Play

Q13: As a medium sized agency, how do you

compete against the big boys?

Q14: How do you lock down clients for long term

AOR digital contracts?


@adtechsg


New Innovation to Digital Media

from the Cloud

Q15: How is Amazon competing with SalesForce

in the cloud marketing domain given their

recent acquisitions?

Q16: Can you share 2 examples of how local

marketers have leveraged on the cloud for

campaigns?


@adtechsg, @mackenzie


Leave Your Egos at the Door

Q17: How do you re-invent agencies like OMD

that have so much historical baggage?

Q18: Are younger talent who may understand

digital better, given more opportunities in

agencies with old hierarchies?


@adtechsg, @ctoksvig


Fairplay in Social Media

Q19: How can brands manage or prevent

consumers from sharing copyright images on

social media? Any best practices?

Q20: How can brands manage “fairplay” better

in countries where there are no specific laws

pertaining to digital/social media?


@adtechsg


WWF – Towards engaging hundreds

of millions for real change

Q21: Whats the average per capital donation

that you receive through digital channels? How

does that compare to traditional channels?

Q22: How do you prevent money

laundering/fraudulent sources from making

donations to WWF?

Tweet your questions to @adtechsg, @l_3id, @TPeltoniemi


Adapting to the mobile seismic shift

Q23: Is mobile really paying rich dividends in

Asia beyond just delivering clicks?

Q24: Whats your take on iOS7? Should marketers

and developers prepare themselves for a big

change?

Tweet your questions to @adtechsg, @narasimhasuresh


Adapting to the mobile seismic shift

Q25: How real and feasible is augmented reality

for marketing campaigns in APAC?

Q26: Like QRCodes the technology has existed

for long. Why hasn’t it taken off yet?


@adtechsg

Day1. Keynote Presentation 2:

Monetizing the Digital

Transformation

Q27: What is working better for FT – advertising

revenue or subscription revenue?

Q28: How long do you think FT’s print division will

survive? Will it follow the path of Newsweek,

Readers Digest & other failing print companies?


@adtechsg, @mcfrizz

Day1. Keynote Presentation 3:

Re-Shaping the conversation

between brands and the people

Q29: How has VISA monetized its digital

investments and brand conversations in Asia?

Q30: How can companies convince senior

management to allow for a 2way conversation

between brands and consumers? Especially,

large, sensitive, archaic, public listed ones?


@adtechsg, @barneylo


How digital changes the game for

globalizing Chinese brands?

Q31: Which Chinese industries or flagship brands

are leveraging the most on digital as part of

their internationalization process?

Q32: What do internationalizing/exporting

brands use digital for? Whats your take on the

digital opportunity in Myanmar?


@adtechsg, @datadang


The big currency debate – the

resurrection of the GRP

Q33: Do you a see an opportunity for “second

screen” digital platforms to target digital

omnivores?

Q34: How is comscore preparing itself for the

“cookie deletion” era?


@adtechsg, @victoronefc


The use of digital media to create a

world class sporting event

Q35: Has social media helped connect the

sporting fans directly with the MMA stars? How

has that experience been?

Q36: What digital/analytics tools have you used

while organizing mega sporting events to

improve the fan experience?


@adtechsg, @vikasgulati


Beyond the Banner on Mobile

Q37: How can brand marketers be better

prepared for the constant changing mobile

environment in terms of device, design, OS etc?

Q38: If a brand that is new to mobile was to pick

one mobile option, should it be mobile website

or mobile app or just begin with mobile ads?


@adtechsg


Analytics to Drive Digital Results

Q39: With wearable computing devices like the

Google Glass coming to the market soon, how

do you think the world of analytics will change?

Q40: Does P&G use analytics on the mobile

platform as well? How different are the metrics

for mobile vs desktop analytics?


@adtechsg, @jordankhoo


Connecting the Dots

Q41: Can you share an Asian case study

involving multiple devices and second screen

apps?

Q42: What kind of analytics tools are available in

the market to measure & monitor cross/multi-

device campaigns?


@adtechsg, @briansilver

Day 2. Opening Keynote:

The Beauty of Big Data to Precisely

Target Audiences

Q43: Is Yahoo innovating only through

acquisitions (Tumblr, Hulu, Summly etc.)? What

are some of its in house innovations recently?

Q44: What does Yahoo plan to be in 5 years?

Will it still be a portal and a search engine or ??

Tweet your questions to @adtechsg, @nickwodtke,

@nickikenyon

Day 2. Keynote Presentation 2:

Introducing Samsung and Facebook

Q45: Would you consider Facebook Home to be

a failure?

Q46: Apart from Facebook advertising, how else

has Samsung leveraged on innovated on the

Facebook network?


@adtechsg, @enriquerp


3M – From Excellence in Innovation to

Excellence in Digital

Q47: What are the core KPIs of a Centre of

Excellence? Does 3M experiment with its digital

strategy?

Q48: What kind of brands does a global

company like 3M take inspiration from for digital

campaigns in APAC?


@adtechsg, @uber


Making a global brand successful in Asia

through localized digital advertising

Q49: How does Amobee plan to compete with

existing mobile networks in Asia? Would being

part of a larger umbrella brand like Singtel

hinder its innovation?

Q50: Has Uber’s growth in Singapore been easy

given how difficult it is to get cabs & the

declining quality of public transport?


@adtechsg, @alexoberberg


Digital marketeers with a challenger

mindset

Q51: When a company loses heavy market

share like Nokia did, is there a way digital/social

can help prevent the free fall & augment

growth?

Q52: Nokia was about connecting people, a

perfect fit for the social media world. Do you

think it has strategically embraced digital?


@adtechsg, @jonwchin


The Philips+ project in Asia

Q53: How many of the crowd sourced ideas

from Philips+ were actually implemented in

Asia?

Q54: What was one major drawback or failure of

the Philips+ project in APAC?


@adtechsg, @keithtimimi


Innovate or Die – Why Ideas must

precede profitability

Q55: How do you institutionalize ideas and

knowledge management in agencies?

Q56: What do you do with ideas that were either

discarded or not shortlisted by clients? Can

dormant ideas be monetized?


@adtechsg


Google’s approach to Innovation

Q57: How do you improve Google search 10X?

How do you foresee the search engine business

evolving in 5 years?

Q58: Why hasn’t Google succeeded on social

media? Do you think eventually it would make

sense for it to acquire a Facebook?

Tweet your questions to @adtechsg, @widhadh, @ismcb,

@derektweets


Building a multi-country social media

programme

Q59: How is SalesForce’s gameplay in digital

expected to change with its recent acquisition

of ExactTarget?

Q60: Why does Ogilvy have so many sub brands

to handle digital? Doesn’t it make sense to

integrate skillsets and ideas?

Tweet your questions to @adtechsg, @nsmiti, @wendy_hogan, @js_hawkins, @stu_spiteri


Long live programmatic buying

Q61: Are programmatic & automatic media

buying the one and the same thing?

Q62: Can programmatic buying completely

wipe out the media agency business in a

decades time?


@adtechsg


Attribution: This session will make you

changer your media mix

Q63: How do you integrate the attribution

model across both offline and online? How

accurate and robust is the data?

Q64: How real-time is the econometric data that

is made available for attribution modeling?


@adtechsg


Big Data Analysis of Human Behavorial

Patterns

Q65: Is the GPS-based data that is collected

only after seeking explicit permission from all the

mobile users?

Q66: Do you foresee a future where every

action and movement of humans would be

digitally recorded and tracked? What are the

implications?


@adtechsg, @jbarouch


The New Social Metrics

Q67: What location algorithm or technique do

you use to map geo data with existing social

media conversation data points?

Q68: Does this technology work well in

developing countries in ASEAN such as

Cambodia, Vietnam, Myanmar?


@adtechsg


Using Context to Unlock the Tablet

Opportunity

Q69: Is there a way for brands to combine their

efforts to tackle both phones & tablets? A

“Phablet” strategy?

Q70: Which industries are making the most use

of tablets as part of their sales and marketing

efforts in APAC?


@adtechsg, @turbanizer

Day 2. Keynote Presentation 3:

The 3 Year Journey of Angel’s Gate

Q71: Why hasn’t Angels Gate produced or

groomed a startup that has scaled up massively

or enjoyed a good exit?

Q72: Name one Singapore startup that you are

personally betting on?


@adtechsg, @mgrover1


Transforming digital marketing to $$$

marketing

Q73: Isn’t it unfair that digital and offline media

channels are compared on different levels?

Why does no one seems to demand true

accountability from offline?

Q74: Does J&J leverage on digital marketing for

its B2B businesses as well? If so, in what way?


@adtechsg, @rachitdayal


FEH – Refreshing the online brand of

Singapore’s largest hospitality group

Q75: If you were to pick between search,

display and social media marketing for a hotel

client, which one medium would you place your

bets on and why?

Q76: Does online marketing for a large hotel

group offer economies of scale vis-a-viz running

campaigns for a single hotel?


@adtechsg, @johnm_dwa


New Communication Strategies that

engage with your customer

Q77: What is the one key metric that brands

must use to measure customer engagement

online?

Q78: What kind of people would you advise a

brand to hire to develop an internal content

marketing team? Who owns the content?


@adtechsg, @stu_spiteri


New Communication Strategies that

engage with your customer

Q79: How is BrandScreen different from

TubeMogul?

Q80: Apart from click and view-based metrics,

what are some of the other softer, qualitative

analytics that you offer to your clients?


@adtechsg, @harper

Day 2. Closing Keynote:

Fireside chat with Harper

Q81: What would it need for Asia/Singapore to

outpace Silicon Valley in digital innovation?

Q82: Five marketing technologies that we

expect to mature by the time we meet at

adTechsg 2014?

If you found these questions

useful, please tweet us at

@hmarketer

While we are partners of ad:tech SG

2013, all the questions in this

document are our own & have not

been influenced/planted by the event

organizing committee.

No, Really!

DISCLAIMER

82 Questions to Ponder Over As You Go Through ad:tech SG Slide Decks

Business

Transcript of 82 Questions to Ponder Over As You Go Through ad:tech SG Slide Decks