Sunday, December 8, 2019

AdAsia 2019: Asia's Biggest Advertising Industry Conference in Lahore, Pakistan

On December 2, 3, 4 and 5, 2019,  Pakistan played host to AdAsia 2019 after a gap of 30 years. It is the largest and most prestigious advertising industry conference in Asia – organized bi-annually by the Asian Federation of Advertising Associations (AFAA). It drew attendees from all over the world to Lahore, Pakistan.  This conference has taken place at a time when Pakistan's 88 billion rupee media industry is in the midst of a major shakeout after a long period of rapid double-digit growth since the turn of the century. The only advertising segment still hot and growing at double digit rates is digital.



Pakistan President Arif Alavi delivered the closing keynote address. Other speakers included Sir Martin Sorrell, Founder, WPP; Philip Thomas, CEO, Cannes Lions; Randi Zuckerberg, CEO, Zuckerberg Media and former Director Market Development, Facebook; Kaveri Khullar, Marketing Director, Mastercard Southeast Asia; Fernando Machado, Global CMO, Burger King; Asad J. Malik, an artist specializing in augmented reality; Piyush Pandey, CCO Worldwide and Executive Chairman India, Ogilvy; Marcus Peffers, Global CEO, M and C Saatchi World Services; Stefan Sagmeister, Co-Founder Sagmeister and Walsh; Richard Quest of CNN Business;  and Yasuharu Sasaki, ECD, the Dentsu Network.


Digital Advertising: 

Sessions on digital advertising were packed at the conference. This segment of advertising is growing rapidly amidst declining total ad spend in Pakistan.

Randi Zuckerberg, former executive at Facebook and sister of Mark Zuckerberg, was a featured speaker to talk about digital marketing. She shared her experience of how digital media became a powerful force for marketers. “15 years ago, my marketing budget for a whole year was one box of t-shirts,” she told the audience as she talked about her years at Facebook. “It’s really amazing to see how far the world can come in time,” she added.

Zuckerberg praised Pakistan as a country that honors women. “Pakistan has given us women such as Malala Yousafzai and Benazir Bhutto,” she said. “This shows that Pakistan is a country that really honors its women.”

Zuckerberg was followed by Tom Goodwin, head of innovation at Zenith Media.  He focused on how our lives have been transformed by ongoing Digital Revolution.  “Smartphones have become like fireplaces to people. People gather around their devices and their connection to the world becomes what gives them warmth,” Goodwin said.

Growth of broadband access in Pakistan is changing the country's media landscape. Digital advertising revenue is forecast to grow by 32% in 2019 to Rs. 10.8 billion ($103 million), 12% of total national advertising revenue (NAR), according to Magna Advertising. Digital marketing expert Lars Anthonisen believes Pakistan is quickly becoming a "digital first country". Anthonisen sees "new opportunities for brands to reach and engage with consumers who may have previously been overlooked". Overall ad spend in Pakistan is expected to rise by 15% in 2019 to Rs. 88.3 billion ($840 million) following a steep decline (-11%) in 2018, according to a Branding in Asia report. Growing availability of smartphones, tablets and mobile broadband is extending the reach of advertisers to digital media where it is possible to precisely target prospective customers.

Pakistan Media Industry: 

Pakistan's 88 billion rupee media industry is in the midst of a major shakeout after a long period of rapid double-digit growth since the turn of the century. Hundreds of journalists and other staff have lost their jobs. At least one TV channel, Waqt News, has closed while several others are downsizing. While such consolidation was long overdue after nearly two-decade long period of explosive growth, the PTI government's decision to reduce advertising budget, which constitutes nearly a quarter of all ad spending in the country, appears to be the main trigger. Those affected by consolidation are accusing the government of exercising press censorship by cutting its ad spending.

Rapid Media Growth:

Rising buying power of rapidly expanding middle class in Pakistan drove the nation's media advertising revenue up 14% to a record Rs. 76.2 billion 2016 and another 12% to Rs. 88 billion in 2017, making the country's media market among the world's fastest growing media markets.



Industry Shakeout:

Massive commercial media growth in Pakistan has been most apparent in terms of private TV channels growing from just one in Year 2000 to over 100 today after President Musharraf's deregulation of electronic and other media.

Explosive growth with many new entrants is the fundamental business reason for the recent wave of consolidation and shakeout. Shakeout is a business term used to describe the consolidation of an industry or sector after it has experienced a period of rapid growth in demand followed by oversupply.

At least one TV channel, Waqt News owned by Nawai-Waqt Media Group, has closed while several others are downsizing.  “We are trying to compile exact figures of the affected media persons. So far, we can say that around 1,000-1,500 workers have lost their jobs or faced cuts in salaries in the past few weeks,” Muhammad Afzal Butt, president of one the main factions of Pakistan Federal Union of Journalists (PFUJ) told  The News Sunday (TNS) this week.

Government Spending:

About a quarter of Rs. 80 billion ad revenue comes from federal and provincial government ads in the media. Some of the TV channels receive as much as 50% of their revenue from the government.

"The government has cut its media spend by more than 70% and companies by almost 50%", according to a leading advertising agency owner who spoke to Dawn.

"The (federal) government used to spend some Rs. 10 billion on advertisements annually, which was increased up to Rs35 billion in the last years of the (Nawaz Sharif's PMLN) government," Fawad Chaudhry,  federal minister of information,  told The News Sunday (TNS).  This tax-payers’ money, says the minister, was used by the previous government to bribe the media for favorable coverage.


Summary:

Pakistan has recently hosted AdAsia after a gap of 30 years. It is the largest and most prestigious advertising industry conference in Asia – organized bi-annually by the Asian Federation of Advertising Associations (AFAA). It drew attendees from all over the world to Lahore, Pakistan.  This conference has taken place at a time when Pakistan's 88 billion rupee media industry is in the midst of a major shakeout after a long period of rapid double-digit growth since the turn of the century.  One bright spot is digital advertising which is growing rapidly amidst the declining total ad spend in Pakistan.  Significant reduction in government spending on advertising has triggered a long-overdue shakeout after almost two decades of rapid media growth in Pakistan. About a quarter of Rs. 80 billion ad revenue comes from federal and provincial government ads in the media. Some of the TV channels receive as much as 50% of their revenue from the government.  Hundreds of journalists and other staff have lost their jobs. At least one TV channel, Waqt, has closed while several others are downsizing. Those affected by consolidation are accusing the government of exercising press censorship by cutting its ad spending.


Here's a video discussion on Pakistani media business with Misbah Azam, Sabahat Ashraf and Riaz Haq.


https://youtu.be/Nz1axuB5j-Q





Related Links:

Haq's Musings

South Asia Investor Review

FMCG Growth in Pakistan

Is Media Free?

Pakistan Retail Sales Growth

Advertising Revenue in Pakistan

Pakistan FMCG Market

The Other 99% of Pakistan Story

PSL Cricket League Revenue

E-Commerce in Pakistan

Fintech Revolution in Pakistan

Mobile Broadband Speed in Pakistan

7 comments:

Riaz Haq said...

#CokeStudio's Sadaf Zarrar: “When I joined Coca-Cola in 2009, it was not the largest brand in the country and our competitor was nearly double the size. Today, it is almost the exact opposite....." #Pakistan #Music #branding #CocaCola https://www.mumbrella.asia/?p=126985 via @MumbrellaAsia

At the 12 season mark, Coke Studio Pakistan is among the longest running branded content initiatives. Why do you believe it has done so well there?

“At the time the show began in 2007, the people of Pakistan needed something that spoke to how rich, diverse and progressive their culture was; a narrative that was not really being picked up.

“In addition, there were a lot of societal divides between the rich, poor, old and young.

“Coke Studio was not about delivering the next top 10 hit, but creating music that meant something. So when a young person heard the song, he would want to share it because it said something about how he feels.

“When you make just a good song, you are competing with international music, Bollywood and a lot more – and Pakistan does that too, since digital makes music easily available.

“But for Coke Studio to have thrived for as long as it has, it needed an angle that no other music had. To look at it only as a music show is where any other market will struggle.”

How do you keep that angle alive?

“The most important element is contextual relevance. Every year, we tell stories that are relevant at that point of time.

“To have transgendered artists on Coke Studio 12 years ago – for instance – would have been something interesting. But it probably would not have got picked up as well as it did recently, at a time when this has become a more pertinent topic.

“Similarly, when terrorism was at its peak, Coke Studio was producing songs like Aye Rah-e-Haq ke Shaheedo [Martyrs of the Righteous Path].


The show addresses and echoes in real time, the constantly evolving sentiment of the country. It is not just about being happy or sad. Artists and genres come and go but it is the stories that go on forever. ”

In what other markets has this approach worked?

“The core or DNA is to be in touch with the pulse of what young people feel. The manifestation is different since the problems of Pakistan may be very different from those of India or the Philippines.

“So the music is different but at the heart of it its an asset activated with the youth and that’s why it is so relevant.

“Coke has always had a purpose. From the days of Hilltop to Mean Joe Green where you saw inclusion in terms of colour.

“The thing is Coke is a brand that is brave enough to have a point of view. That makes it easy to have marketing programmes that speak to inclusiveness and embrace diversity.”

Riaz Haq said...

#Pakistan #ecommerce: 10.6% shopped online for the first time during #lockdown; 18.7% said they're ordering more online now; 16.8% said they regularly used e-commerce channels even before the #lockdown. 53.4% still buy groceries offline at physical stores. https://aurora.dawn.com/news/1143792


https://aurora.dawn.com/news/1143780/consumer-behaviour-in-covid-19

Covid-19 has changed most aspects of our lives and caused upheaval in every business imaginable – and consumer spending, one of the most important driving forces for economic growth, has been no exception. The pandemic has not only impacted some important factors that determine consumer spending, such as employment, cost of living and consumer confidence, it has also changed how consumers are spending their incomes.

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Surprisingly, while the rest of the world saw a spike in online shopping during the lockdown (groceries mainly), in Pakistan 53.4% still purchased groceries from physical stores. Only 10.6% used an online channel to buy an item for the first time although 18.7% said they are ordering more online now; 16.8% said they regularly used e-commerce channels for their purchases even before the lockdown. Nearly 12% said they were willing to try online shopping for the first time but had not done it yet. (7.5% said they did not have the option to shop online in their respective cities or areas). The most common items purchased online include clothes (9.8%), hand sanitizers (9.3%), masks (7.9%), electronic appliances (6.2%), meat/poultry (6%) and gloves (5%).

While the lockdown has seen a surge in internet banking globally, in Pakistan only 5.9% downloaded banking apps or used online banking services for the first time during the lockdown; 22.5% said they are not using online banking channels while 4.7% said they would like to try in the near future. Nearly 66% respondents who said they use online banking channels stated that they had been doing so even before the lockdown.

Riaz Haq said...

Mondelez becomes 'first company in Pakistan' to run campaign using Google DV 360 and Oracle Bluekai

https://www.dawn.com/news/1626010/mondelez-becomes-first-company-in-pakistan-to-run-campaign-using-google-dv-360-and-oracle-bluekai


Mondelez — a snacks company whose products include Cadbury Dairy Milk — has become the "first company in Pakistan" to run a campaign using a mixture of Google's Display & Video 360 (DV 360) and Oracle Bluekai. The campaign was executed by communications agency Brainchild.

In a statement, Brainchild shared that the tools were used for Mondelez's "Teachers Ko Salaam" campaign which, while paying tribute to them for "ensuring that life goes on" during the Covid-19 pandemic, also encouraged students to leave heartfelt messages for their teachers at the Cadbury Generosity website and order a personalised Cadbury Dairy Milk gift box for them.

The data-backed targeting methodology used by BrainChild for the campaign resulted in 15 per cent of the engaged audience clicking through to the landing page, the statement said.

"In order to reach high-affinity data sets of students, the team at Brainchild leveraged a second party database — a first for any advertiser or agency in Pakistan — to provide an audience with high-affinity student data sets, delivering highly relevant audiences. Using DV 360 for all the programmatic display buying, the team at Brainchild was able to analyse, adjust, and pivot the overall process," the agency shared.

Ghouse, said the agency used first-party data from the Cadbury Generosity website and complemented it with second-party data taken from Hamariweb and Urdupoint along with DV 360 and Facebook pixels captured.

"The data was then sent to Oracle Bluekai for integration and then back to both DV 360 and Facebook as media channels," he added.

"Tapping the programmatic team at Brainchild, Mondelez becomes the first company in Pakistan to dabble with a blend of DV 360 and Oracle Bluekai in order to activate the power of programmatic media buying coupled with the precision of a data management platform," the statement said.

Google's Country Director, South Asian Frontier, Farhan Qureshi, while reacting to the development said: "It is exciting to see Mondelez Pakistan leverage a mix of first-party and second-party data to create a campaign that is relevant and impactful in the current times.

"As we move towards a more privacy-first advertising ecosystem, first-party data coupled with automation and ML will play a critical role in ensuring that advertisers can focus on privacy while continuing to deliver on business results," he added.

Riaz Haq said...

APAC ad markets to be buoyed by China in 2021, India in 2022 Latest Magna global advertising forecast predicts 12.8% APAC growth in 2021 led by China, with India predicted to outpace all global markets next year.

Read more at: https://www.campaignasia.com/article/apac-ad-markets-to-be-buoyed-by-china-in-2021-india-in-2022/470256


China, the world's second largest ad market behind the US, is leading the way with a phenomenal 16.1% growth rate that Magna says will result in ~$13 billion of incremental spending in 2021. This can't even be considered a 'rebound' as China was one of the few markets to grow in 2020 thanks to a strong digital performance. Other APAC markets, meanwhile are set to enjoy similar levels of rapid advertising growth, namely the Philippines (+16%), Hong Kong (+15%), and Malaysia (+15%), while the slowest growth rates are recorded in Pakistan (+5%), Singapore (+7%), New Zealand (+8%), and Vietnam (+8%), Magna predicts.


Pakistan Linear advertising revenues are anticipated to merely stabilize this year following the erosion of -6% in 2020. Digital growth slowed in 2020, +19%, but will re-accelerate in 2021, rising +24% to reach 19.3 billion rupees ($120 million) by the end of the year. Pakistan is a mobile-first digital ad market, with over 70% of digital dollars going to mobile formats.


India Ad market recovery will be delayed in India compared to other large market, due to the late and protracted COVID crisis. Indian net ad sales revenue will grow +11% in 2021 to reach $8.4 billion (below global and regional averages). However ad spend growth is expected to accelerate in 2022, fuelling advertising revenues increase of +13% (way above APAC average of 6%). But India’s second COVID wave, which has persisted through the spring of 2021, is likely to have scarring effects in the medium term and could weigh on long-term growth. Net ad revenues across digital formats will rise +11% to reach $2.4 billion in 2021, while linear ad sales will grow by +11% from a very low comp following the decline of -30% in 2020. Despite the 11% growth this year, linear ad sales will remain 23% lower than pre-COVID levels, while digital ad sales will be 15% above 2019 levels.

Riaz Haq said...

The economic recovery from the coronavirus pandemic will lead to a record 14 percent gain in global advertising spending this year to a record $657 billion, according to the latest forecast from media investment and intelligence company Magna.

https://www.hollywoodreporter.com/business/business-news/advertising-record-2021-covid-rebound-1234966706/

That would be above the 12.5 percent gain recorded in 2000, and a significant increase from Magna’s previous forecast for an 8 percent increase.

“In the U.S., media companies’ net advertising revenues will reach a new all-time high of $259 billion in 2021,” growing 15 percent, the strongest growth rate in 40 years, the firm said in a summary of its projections.

The predicted global ad gain of $78 billion in 2021 follows a decline of 2.5 percent in 2020. “The marketplace will continue to grow in 2022,” Magna said, estimating a 7 percent gain. “Advertising activity is fueled by economic recovery (global GDP +6.4 percent) benefitting key ad-spending verticals severely hit by COVID-19 last year (automotive, travel, entertainment, restaurants), stronger-than-ever organic drivers to digital marketing and international sports events (Tokyo Olympics, UEFA Euro).”

Digital ad formats will capture most of the growth with ad sales here expected to rise 20 percent to $419 billion, 64 percent of total ad sales, according to Magna’s report. “Linear ad sales are slower to recover but will stabilize full-year (+3 percent to $238 billion).”

All 70 ad markets it monitors will grow this year, with expected increases in China (16 percent) and the UK (17 percent) being among the largest, Magna said.

The U.S. ad gain of $34 billion this year will come as digital ad sales will grow 20 percent and non-political linear ad sales will rise 4 percent, Magna said. In 2022, it expects further U.S. growth of 8 percent to $280 billion,” thanks to continued economic growth (GDP growth between 3.5 and 4.3 percent) and more cyclical drivers (Winter Olympics in the first quarter, mid-term elections in the fourth quarter 2022).”

“As economic recovery is stronger and faster than anticipated in several of the world’s largest ad markets – U.S., U.K. and China, in particular – and consumption accelerates, brands need to reconnect with consumers,” explained Vincent Létang, executive vp, global market research at Magna. “At the same time, the acceleration in e-commerce and digital marketing adoption that started during COVID, continues full speed into 2021, fueling digital advertising spending from consumer brands as well as small and direct-to-consumer businesses. This unique combination of cyclical, organic and structural drivers will lead to the strongest advertising annual growth ever monitored by Magna.”

The firm also addressed recent media mega-mergers. “Linear ad sales still represent the bulk of ad revenues for traditional media owners and their continued stagnation will trigger a wave of consolidation in the media industry, aimed at competing with digital media players,” it said. “Traditional media companies have no choice but to grow in scale in order to compete with digital media giants and invest in cross-platform advertising solutions. Traditional media owners are moving now as they believe antitrust authorities are ready to consider market shares in the broader media market and thus approve horizontal consolidations that would have been unthinkable just five years ago.:

Riaz Haq said...

Over 10 million advertisers contribute 98% of #Facebook revenue. In the 3 months ending in June 30, it pulled in an average of $78 million in #ad sales every 6 hours, much of it from small companies, organizations & individuals. #digitaladvertising

https://www.nytimes.com/2021/10/05/business/media/facebook-outage-advertisers.html

For more than five hours on Monday, while Facebook and Instagram were dark, David Herrmann fretted about ads.

Mr. Herrmann, a freelance media buyer, said that everyone he worked with relied heavily on the platforms, which soak up the bulk of the $80 million to $100 million in ad spending he manages each year.

One company that advertises exclusively on Facebook watched its revenue plunge 70 percent during the outage from the same period a week earlier, Mr. Herrmann said. Sales slipped 30 percent at another company, which spends $40,000 a day on ads.

“I was more or less checking Facebook consistently throughout the day, hoping it would come back,” he said. “But without clear direction from Facebook, we just had to wait.”


The outage was an unpleasant reminder to many advertisers of Facebook’s powerful influence on their ability to do business.

Ads fuel Facebook, with more than 10 million advertisers contributing more than 98 percent of its revenue. In the three months ending in June 30, it pulled in an average of $78 million in ad sales every six hours, much of it from small companies, organizations and individuals.

But a deluge of criticism has caused many of Facebook’s customers to sour on the company. Frances Haugen, a former project manager for Facebook turned whistle-blower, testified before senators on Tuesday that the company was aware of the harms caused by its services, such as Instagram’s negative effects on teenage girls. Facebook has also faced advertiser outcry over its handling of hate speech, misinformation, privacy and more.

Graham Mudd, Facebook’s vice president for ads and business product marketing, wrote on Twitter on Monday that the outage affected Facebook’s ad platform and apologized “for the disruption this creates for our customers.” Facebook said later in the day that “advertisers were not and will not be billed for ads during the outage.”

Media buyers noted that Facebook went dark at the beginning of the most important period for many advertisers, as they begin holiday campaigns during a season that is expected to be complicated this year by supply chain struggles and pandemic restrictions.

Riaz Haq said...

Publicis Media brand enters Pakistan after winning $19 million Nestlé account from Wavemaker New CEO Benish Irshad intends to run the media agency network differently—representing a new diverse generation of talent.

Read more at: https://www.campaignasia.com/article/publicis-media-brand-enters-pakistan-after-winning-19-million-nestle-account-fro/473154

After winning the media business of one of Pakistan’s top five advertisers following a rare competitive review, the Publicis Media brand will now enter the market to handle Nestlé’s $19 million account. Starcom COO Benish Irshad, who led the successful pitch, will now become CEO of Publicis Media in Pakistan, introduced to avoid client conflict, after wrestling the major account away from incumbent Wavemaker after nearly 15 years. In Pakistan, Starcom and Mediavest, Spark Foundry and now Publicis Media are all run as affiliates through entities owned by in-market marcomms company Z2C Limited. Zenith is associated with another affiliate at a different company. Irshad now becomes the youngest leader of a major affiliate agency in the market and intends to use her ability to tap into the culture and values of younger Pakistanis to run the business differently from most others. In fact, she tells Campaign Asia-Pacific that driving conversion with Gen Z and helping to digitally transform to engage a new generation of consumers were among the key objectives Nestlé laid out its review, the first media review by a top five advertiser in the market in more than ten years. “There is always a lot of talk of advertisers targeting Gen Z, but I think it’s very important to step back and understand what this generation wants and where this generation is found because they’re definitely not watching TV”, Irshad points out. This, of course, runs in sharp contrast to the high proportion of TV spend in the market. Irshad says the pitch involved many young people working collaboratively through a Covid-induced hybrid model from across Islamabad, Lahore, Karachi and Riyadh. “A fundamental difference is the way we are preparing ourselves for the future in building the talent for us to be talking the same language that our consumers are and understanding where they are,” she says. She points to Z2C’s large second-party data hub and its recent $2.7 million investment in social listening and influencer technology firm Walee as keys to staying in tune with consumer preferences. She says its similarly imperative to align with global advertisers who increasingly want mobile-first campaigns and more connections to gaming. New talent, new culture Now, as Irshad puts together a core team of 25 to 30 employees to work with Nestlé on everything from dairy and childhood nutrition to cereals to beverages like water, coffee and juices, she tells Campaign she sees an opportunity to simultaneously drive change in culture and industry practices for the benefit of the entire industry in Pakistan. In her own agency, it first means applying much of her earlier experience of developing teams brand-side at Procter & Gamble and Lotte. Media agencies, she says, have been less adept at providing clearly defined career paths, leading many employees to assume they will work for a couple of years agency-side before moving on to brands or elsewhere. This, she says, is a shame, considering how dynamic media has become and the kind of growth it can offer.