Airwave Newsletter 006

In The Headlines


1.      The MMA in North America has updated the 'Optimal' Mobile Budget Share To 16% of total ad spend, and indicates that mobile spend could reach $220B within this decade.

2.      Yahoo reportedly looking to invest $20million in Snapchat, at a $10 billion valuation. And Snapchat has officially launched paid ads with a trailer for the upcoming horror movie - Ouija.

3.      Apple’s patent offers in-depth look at Apple Pay's NFC technology. We now understand that the user’s phone and the merchant’s terminal agree upon a secret passphrase, and when successful, these 2 devices pass the info on to the payment provider which then authorizes the payment.

4.      Line are innovating in multiple ways, diving head first into payments, taxi hailing, and on-demand food delivery as well as a series of joint ventures that target gaming, manga and music.

5.      Facebook has launched a new local awareness tool where marketers can target users who were recently in the vicinity of their store.

To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read any interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.

Where to Find Out More

1.      Ooyala has launched their Q2 Global Video Index report – the report highlights a few key facts: Mobile video growth is accelerating rapidly, multiscreen engagement and long content are increasingly in demand and how the weather can influence video views!

2.      Knowing what channels users find apps through is one of the most sought-after pieces of information out there. It can help mobile marketers prioritize channels and focus on those channels driving the most traffic. This report details how users found the last app they downloaded.

  • If you have any clients with apps, please speak to the Airwave team about integrating a Mobile Measurement Platform SDK, which will give us great insights into which mobile media channels are working most effectively.

3.      Developers looking to increase smartphone revenue should target phablets. This article explains why large screen formats tend to generate higher revenues.

4.      Since 2010, mobile’s share of ecommerce traffic has grown from 3.5% to 36.9% with mobile revenue rising from $2bn to $42bn. This article details how marketers could target customers and gain an edge over competitors.

 Speak to Jenni (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) if you want to explore any mobile development needs, or if your client has an app we can help consumers discover.

This Issue’s Case Study – Roadshow: Into the Storm

Campaign Background
Village Roadshow were keen to create a campaign of dramatic proportions befitting their upcoming disaster film Into the Storm. They wanted to create a lasting impact in order to attract younger moviegoers to the film. The key audience was broadly identified as 15-39 year olds interested in entertainment, movies and games.

Campaign Insights
Mobile was quickly identified as a communications platform that could generate greater appeal and create a sensory impact amongst a younger movie going audience. This group of active young adults are often difficult to resonate with; meaning the campaign had to be differentiated in order to capture their attention and create a lasting impression.

Campaign Strategy
We wanted to utilise the unique features of mobile phone to mimic and amplify the creative message. Using haptic feedback i.e. the device’s vibration function, we added a physical sensory layer to the user experience. The ad starts as an interstitial in which the user’s screen fills up with a dark and windy storm before the phone vibrates simulating the impending arrival of the storm after which, the movie trailer starts playing. Other convenience features were also included such as a calendar reminders, and a social share functionality to Facebook.

The campaign received a staggering 80,000 completed video views. In addition, we achieved 1% engagement from the rich media ad unit to ‘Learn more’ – far higher than Celtra’s industry benchmark of 0.74%. 
In total users collectively spent over 330 hours consuming the content of which, it was found that users who were exposed to the vibrating experience spent 66% longer with the content than the non-vibrating version. This demonstrated the impact and cut-through of this innovative feature and served as a key learning point for future mobile ad implementations.

 The Airwave website is Do visit our page for more details on what we do, our best work and some interesting thought leadership pieces in our Knowledge segment. 



Airwave Newsletter 005

In The Headlines

  1. The whole world has been abuzz with conversation following Apple’s recent announcements. In case you have missed it, Airwave put together a handy summary and point of view on iOS 8, iPhone 6, Apple Pay and the new Apple Watch

  2. There has been a lot of discussion surrounding mobile payments – Apple Pay has clearly won over financial firms as rivals clamour to support Apple Pay. Samsung has also announced plans to team with PayPal to roll out mobile payments on their watch.

  3. mCommerce seems to be the on everyone’s agenda – Twitter is no exception. Just last issue, we reported that Twitter has launched video ads. This month, Twitter tests mCommerce with the “buy” button.

  4. Google is also eyeing a share of the low-price smartphone market pie with the launch of the  Android One line of smartphones. Like Mozilla’s $33 Intex Cloud FX, the phone has been launched first in India, and subsequently across the SEA region in 2015.

  5. Facebook relaunches Atlas, which will allow them to leverage on Facebook users who are logged in across devices. This allows Facebook to support a new persistent tracking mechanism across multiple devices.

To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read any interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.

Exciting Updates in Mobile Communications

  1. eBay app advertising in AU
    EBay, will start running in-app and mobile web ads on mobile and tablet for the first time in Q4:

  2. Missed Call Advertising with Zip Dial
    At MMA Smarties this year we saw Unilever India sweep up a number of awards for the missed call mobile campaign they ran ( This prompted us to ask questions on the phenomenon of the marketing strategy in India and could this possibly work in other markets. Zip Dial allows brands to reach consumers by capitalizing on missed calls where a number is displayed prompting the user to place a missed call via a banner advertisements, offline, print, and most recently via a partnership they launched with Facebook ads.  Once the user’s number is captured, brands are then able to communicate with their audience with targeted promotions, content, broadcasting service, couponing, loyalty schemes etc. Zip Dial has just recently launched in Indonesia and Philippines.

  3. Opera – Sponsored Web Pass
    Recently Opera has launched a new service called Sponsor Web Pass. When a user is within the Opera Browser, they can access free data (sponsored by brands) for an hour / a day by engaging with their adverts. This can be videos, or interstitials and showcased throughout their whole browsing experience (e.g. every 15 minutes).

    This could be a great way to collect data and leads for brands by taking the user deeper into a lead generation form/or survey by rewarding them with free data. We think this will work particularly well in countries with more price sensitive consumers.

Please drop Jenni (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) an email if you require more information.

Where to Find Out More

  1. Campaign measurement metrics has been a topic of conversation over the last few months, with lots of conflicting messages out in market. A recent article recently came out which does a good job of discussing the alternative metrics to CTR in detail.

  2. Millennial Media has launched the APAC edition of their 2014 Mobile Mix Report. The report covers the mobile devices used in this region, and how mobile users are engaging with their devices.

  3. Localytics has compiled an eBook on how to best engage your mobile app users in 10 seconds. This is a great read, especially as brands are increasingly competing for consumer attention in today’s cluttered marketplace.

  4. Google has recently released an article on 5 shopping trends that marketers need to look out for this holiday season. Unsurprisingly, Mobile plays a pivotal role across all of the trends!

 Speak to Jenni (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) if you want to explore any mobile development needs, or if your client has an app we can help consumers discover.

This Issue’s Case Study – PayPal Seasonal Security


Campaign Objective
Increase brand awareness of PayPal as an engagement platform and to ultimately drive an increase of purchase payment via PayPal. We also needed to increase the number of sign-ups amongst new customers.

Campaign Insights
Our target audience of ‘educated techies’ are digitally savvy and are highly inclined towards engaging in mobile shopping activities. They are highly sociable, and often relied heavily on word of mouth recommendations during holiday gift purchases.

Additional insights into customer purchase history also revealed that users had to complete three online transactions with PayPal in the first 90 days of sign up in order to become habitual and regular users of PayPal’s service.

Campaign Strategy
We utilised a mixed media buy strategy that included rich media, video interstitials and standard banner display. Because the media space during the holiday season has historically been highly cluttered, we used very precise and clever targeting strategies based on location, channel, context as well as utilised the first in market targeting technology called App Verify.

Understanding the verticals that our target audience frequented, we carefully seeded our “security” and “peace of mind” messaging in these segments including Fashion, Travel and Technology.

We also tapped on social mediums to reach these savvy shoppers, our mobile experience had to be heavily rooted in social sharing and we achieved this via the #paypalwish hashtag across multiple social media platforms including Instagram. Users were offered the opportunity to share their wish to stand a chance to win a daily Christmas gift of their choice.

We flighted our content during three key user periods where shopping transactions sky rocketed – these were Black Friday, Christmas Day and Boxing Day.

We were the first advertiser in SEA to access a cutting-edge mobile app detection technology that allowed us to successfully target consumers based on the apps installed on their mobile devices. We specifically targeted consumers who had downloaded competitor m-commerce apps (Amex,  MasterCard, etc.) and we also targeted consumers who had downloaded retailer apps supported by PayPal’s payment system (eBay, Luxury retailer Reebonz, ASOS, Agoda, TinyDeal).

Finally, we were also able to segment an audience of consumers who had already downloaded PayPal to spur them to become a more active user. Once targeted, we delivered exclusive offers to entice them to use PayPal. Subsequently, we were also able to retarget partially engaged users, ensuring that users were constantly reminded of the PayPal brand name.

Campaign Results
Immense campaign success resulting in a follow-up campaign from PayPal. The consumer campaign was deemed a massive success with 220,000 engaged consumers transacting during the campaign whilst also stimulating 156,000 newly activated consumers.

We have launched our Airwave website at Do visit our page for more details on what we do, our best work and some interesting thought leadership pieces in our Knowledge segment. 



Airwave POV: Apple Updates 2014

Apple Updates: iPhone 6, iOS 8, Watch and Apple Pay 

Executive Summary

On September 9th, Apple introduced two major devices—the iPhone 6 and the iPhone 6 Plus to their existing product line, while giving more details on the previously announced and highly anticipated iOS 8 software update. Both new iPhones have larger screens than their predecessors. Hot on the heels of the new iPhone announcement was the small, but powerful Apple Watch. Watch comes with many features of the iPhone, plus a few new ones specific to a ‘wearable’. Apple’s final announcement confirmed the long standing rumors of NFC capabilities. The new iPhones and Watch will be equipped with NFC antennas to allow for easier in-store and in-app payments, called Apple Pay.


  • iPhone 6 – available for pre-order imminently, in-store purchase from 19th September
  • iOS 8 – available for free download from 17th September.
  • Apple Watch – coming early 2015
Watch 1.png

iPhone 6

The all new iPhone 6 and iPhone 6 Plus with larger screens and heightened display. The latest products come with a suite of features, such as new motion sensors, camera and NFC capabilities, with Apple aiming to revolutionize the health, photo and commerce spaces.

Available for purchase September 19th in –store.

Feature Highlights

  • Sizing
    • iPhone 6 (4.7 inches)
    • iPhone 6 Plus (5.5 inches)
  • Technology
    • M8 Motion Coprocessor gathers data from sensors and new barometer to measure steps, distance and elevation changes
    • Increased battery life – up to 50 hours audio time
    • Enhanced landscape mode
  • iSight Camera
    • Advanced camera and video features like focus pixels, face detection, autofocus, noise reduction to create higher quality photos and videos
  • Wallet
    • NFC antenna allows for easier payments without waking your screen
    • Apple Pay – simple checkout interface within app environment. Pay with one click.

Airwave’s Thoughts

  • The new and enhanced iPhone can mean different things for many different parties. Particularly for brands and advertisers, the introduction of NFC payments and Apple Pay might bring mCommerce to the next frontier. With the advent of many ‘tap-and-go’ payment modes, we believe that APAC will be highly receptive to this form of payments. Retailers should look into upgrading their POS systems to include NFC functionality, or even in branded apps and mCommerce sites.
  • Apple Pay combines the Touch ID, Passbook and NFC – this takes mobile wallet and payment solutions to a whole more integrated and interesting level. Apple Pay is backed by most major credit cards in the US so far, and advertisers should research how their apps and other joint third party apps can offer the ability to use Apple Pay to process external payments.
  • Smart Wi-Fi upgrades means users enjoy better network stability, and this could translate to more efficient loading of content on mobile web etc.
  • New hardware upgrades such as the enhanced M8 motion coprocessor which enables 50% faster graphics will allow Apple to compete alongside Android devices like Samsung’s Galaxy series which has long dominated the Asian market. With such enhancements, we foresee more mobile users using the new iPhone 6 and 6+ as mobile entertainment hubs for their daily consumption of apps, videos and games.
  • The iPhone 6+’s enhanced landscape feature coupled with the iPhone’s new large screen that enabled Full HD video viewing, will certainly make mobile videos a more enjoyable activity. Advertisers can leverage on this tech upgrade by providing vivid and engaging video content for iPhone users.
  • The enhanced landscape feature also means that advertisers and brands could adapt their apps to take advantage of this new presentation mode.
  • Prepare for a new wave of selfies – The new iPhone 6+ camera is fitted with optical image stabilization (OIS), front cameras take it better light and feature a new burst mode. 

iOS 8

Apple unveiled the next generation of their operating system at the Worldwide Developers Conference (WWDC) a few months ago and it will roll out on 17th September. iOS 8 is characterized by features that allow for seamless communication and interaction between an iPhone and its user. The new system creates synergy amongst apps to allow for smarter phones that learn to adapt to the individual user.

Feature Highlights

  • Interactive Notifications
    • Pull down on notifications to take action
    •  Reply to text, email, calendar invites and push notifications from apps

Airwave’s Thoughts

  • Notifications are now less of a nuisance, and more contextually relevant to users. By adding a layer of interactivity to notifications, brands could perhaps look into creative ways to engage with consumers via push notifications i.e. Partnering with an in-store beacons system to gauge customer response and preference in real-time.

  • Photo
    • All photos live in iCloud across device
    • Introducing photo editing tools: crop, straighten, enhance and add filters
  • Family Sharing
    • Up to 6 members get access to each others music, movies, books and apps
    • Share photo albums, calendars and location

Airwave’s Thoughts

  • This new feature breams with great potential for brands trying to reach multiple people within each family. With share iTunes, iBooks and App Store purchases, we anticipate an uplift in app downloads – especially since it wouldn’t cost families more than a one-time app purchase.

  • Brands can effectively reach more users in this manner, because of easier cross-device (through iCloud) targeting giving access to multiple-users.

  • Health & Healthkit
    • Health – dashboard of your personal health and fitness data
      • Aggregates heart rate, calories burned, blood sugar, and cholesterol tracked via apps into one hub
    • Healthkit – developer tool that allows for all health and fitness apps to work together
      • Developers can make apps more useful by allowing them to access health data
      • The consumer chooses the health data they want to share with apps
    • Partners: Mayo clinic, Nike+, Epic systems

Airwave’s Thoughts

  • Advertisers in the healthcare and sports industry will be the first to capitalise on Apple’s Health and Healthkit.
  • Advertisers can potentially gain new customer insights in real-time, and use these insights for clever targeting. We expect to see some ingenious uses of this data in the coming weeks and months

  • Spotlight

    • Traditionally used to search within your phone – transitioning into smart service that considers context and location to return results from Wikipedia, News, nearby places, iTunes, app store, iBooks store, suggested websites + movie times

  • Keyboard

    • Predicative typing for message and email – different word suggestions based on what environment you are typing in. Learns to adapt over time to each of your contacts

    • Keyboard opened to developers – users will be able to choose their favorite third-party keyboard experience

  • Continuity

    • Pick up where you left off in text, email, etc across devices

    • Make and receive calls across devices as long as phone is on same Wi-Fi network

    • Leverage your phone as a personal hotspot for Mac and iPads

  • Messages

    • Messages are having an overhaul, with many additional features which are available on other chat apps.

    • Group messaging (name thread, add/remove contacts, do not disturb, leave thread)

    • Share location/whereabouts with contacts – for an hour, whole day, or indefinitely

    • Touch and hold microphone button to record your voice, song, etc – swipe to send

    • Snapchat-like instant video sharing feature

  • SDK

    • Over 4,000 new APIs and services to make apps more engaging

      • Touch ID – Use to log into 3rd party apps

      • PhotoKit – enable photo apps to edit photos directly in camera roll

      • Camera API – camera apps have control over exposure, focus and white balance

      • HealthKit – health and fitness apps have ability to talk to each other

      • HomeKit – control devices in home using Siri

      • CloudKit – developers can use full power of iCloud within their apps

    • Introducing new gaming technology:

      • SpriteKit – create high performance, battery efficient 2D games

      • SceneKit – render game scenes in 3D

      • Metal – Apple’s own graphics API

    • New programming code: Swift

Airwave’s Thoughts

  • Home Kit – This is great news for smart home electronics brands. Brands should work towards creating apps that allow users to control everything in their homes from the screen of their mobile device.

  • Additionally, when partnered with Siri’s voice commands, this can take smart homes to the next level; something we have only seen in movies. This allows mobile to become much more of a utility and a control console in consumers’ lives.

  • Extensibility – Apple has introduced widgets for apps that display information and allows for some interaction within the notification centre. A new feature also includes customizable widgets that allows the user to edit the type of built-in widgets they wish to see. The opportunity for advertisers and brands here is to ensure that their apps are outfitted with a certain level of widget interactivity.

  • Touch ID – This one’s simple – enabling payments with fingerprint recognition – this makes mCommerce hassle-free and some even say, added security. After all, our fingerprints are one-of-a-kind.

  • iBeacon
    • iOS 8 is bringing location-aware app access to the consumer’s lock screen using beacon technology.
    • The process of connecting location-aware apps with consumers and content is becoming more passive – Apple can use your location even when you are not using an app.

Airwave’s Thoughts

  • iBeacon is an incredibly interesting technology that very few brands are currently utilizing. Retailers in particular can target consumers who are in proximity to their stores, with generic or even personal coupons, offers or messaging.
  • According to stats from in-market trials of the technology, the US has seen app usage increase by 16.5 times for users who receive notifications triggered by nearby beacons. Already, beacons are helping to increase usage of location-relevant apps and keep users in the apps for longer.

Apple Watch

Apple also unveiled their newest creation – the Apple Watch. As Apple’s first product designed to be worn, the watch is rooted in personalization, and is meant to be a companion. The Apple Watch is fully customizable to each individual wearer.

Coming early 2015.

Feature Highlights

  • The Digital Crown
    • Multi-functional input device that allows for zooming, scrolling and selecting
    • The crown is “what the click wheel was to the iPod”.
  • Collections
    • There are a range of designs:
  • Time
    • Automatically adjusts to local time when travelling
    • Send personal alerts according to a consumer’s schedule
  • Health/Fitness
    • Activity app - monitors progress and provides motivation
    • Workout app – shows real time data on time, distance, and calories
    • Track progress over time through your iPhone – set goals and earn achievements
  • Communication
    • Always with you, the Watch makes communication more convenient
    • Physical alerts and notifications – vibrates and taps
    • All the same functions we’re used to on our phones:
  • Plus a few new ones:
  • Wallet
    • Use credit and debit cards to make purchases all from your wrist by holding Watch up to the contactless readers within retailers
  • Apps
    • For Consumers: Many popular apps and features appeat in a new way on Watch: Calendar, Maps, Passbook, Music, Apple TV and iTunes (controller), Remote Camera, Stopwatch, Timer, Alarm, World Clock, Stocks, Weather, Photos, Siri, Settings
    • For Developers: Build apps uniquely for Apple Watch interface with WatchKit

Airwave’s Thoughts

  • New points of data
    • The Apple Watch, much like the Health app, provides advertisers with new data points.
  • NFC + Apple Pay
    • The watch is as intimate a device as the mobile phone. The biggest difference between the two is that the watch is in constant contact with the user’s wrist; this makes the NFC feature a perfect fit with the device. Imagine tapping your watch to gain entry into your office, or tapping on a smart tag and viewing instant information on the watch screen, or your phone.
  • New screen control options – Pressure-sensing technology that differentiates between tap, press and glances (a swipe up from the base of the watch face)
    • This could open up a new range of touch gestures to interact with apps and possibly even ads – especially when on-the-go, so health apps may be the first to utilise this feature.
  • Unlocks new cross-device possibility
    • What is more intimate than a phone? A person’s watch, because it is on them all the time! Imagine unlocking the ability to target users across different devices at different times of the day.
  • Continuity features
    • iOS 8’s continuity feature aids the above point of cross-device targeting. Users can now pick up on previous activities where they left off on other devices. This allows for a seamless transition in the user’s attention
  • Fitness features galore – Accelerometer, GPS technology, Heart-rate monitor
    • Great for fitness/sporting/healthcare brands, they can gain new data points and a better understanding of their consumers.
    • Perhaps in the near future, these categories of data can be used for other industries such as linking health quality with insurance plan premiums.
  • Siri-enabled
    • Integrating Siri in the Apple Watch certainly makes sense. With limited real estate, screen gestures tend to be limited. By enabling voice-recognition capabilities, Apple has the ability to overcome the problem of limited screen size, whilst opening up new opportunities in voice-enabled interactions.
    • We think this may lead to an increase in voice-controlled features. We’re starting to see voiced enabled advertising now, so perhaps this could work with Watch?



Airwave Newsletter 004


In The Headlines

  1. Congratulations to PHD China for clinching the Marketing Company of the Year at the Mobile Marketing Association (MMA) Smarties™ China 2014.

  2. Facebook has launched cross-device tracking capabilities that will allow advertisers to know the platform (desktop, mobile ,tablet) that their promotion was first viewed on and whether the view was converted into a purchase.

  3. In other news, Facebook has also ramped up ad efforts in emerging markets by introducing a new form of ad targeting based on cell signal strength – this could be a really interesting solution in markets such as India and Thailand.

  4. Here are 5 key take-outs from Instagram’s new suite of business tools for advertisers that will help brands understanding engagement metrics on their posts.

  5. Mozilla’s first foray into the smartphone market begins with a low-cost $33 phone for the Indian market. They plan to sell 500,000 devices in the next 3 months.

 To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read any interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.

Exciting Updates in Mobile Communications

  1. Mobile Vendors Using Enriched Data
    In order to fend off agency trading desks, many vendors are now increasing investments in their DMP/Enriched Data capabilities. A number of them are offering incentivised trials to test whether there is uplift in performance compare to standard targeting.

  2. Twitter Launches Video Ads
    Twitter’s highly-anticipated video ads went into beta on 12th August, meaning that any advertiser can begin buying the new advertising format. The ads will be charged on a CPV basis.


  3. Augmented Reality with Blippar
    Blippar is one of the market leaders in the field of Augmented Reality. Their technology can be activated from any image/product and does not require any specific printing or patterns, which means we can use existing assets such as print ads, posters or direct mail. Consumers will need to download the Blippar app in order to engage in the AR. They have a strong record of higher-than-average dwell time (average time spent on a Blipp is 75 seconds), and they’re now making a strong push into Asia.
    Please drop us an email if you require more information on this product.


  4. Facebook Cross-Device Ads Reporting
    As we shared earlier, Facebook has launched a cross-device view in their ads reporting, enabling advertisers to see for the first time how people are moving between devices — across mobile apps and the web, before they convert.

    Advertisers can use the cross device report to better understand the value of their mobile impressions and to justify the differences between third-party analytics tools that do not account for conversions across devices. To view the amount of cross device conversions, the client will need to first install the Facebook Conversion pixel on the mobile and desktop websites. If they have a mobile app with the Facebook SDK installed you will also be able to see cross device conversions that happen in the app.

    Learn more about cross device conversions and our Conversion Pixel on the Facebook for Business blog here:

Please drop Jenni (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) an email if you require more information.

Where to Find Out More

  1. The IAB has released their Global Mobile Advertising Revenue Report 2014 - APAC maintains marginal lead in mobile display advertising and remains as the second largest region in the World for mobile advertising revenue.

  2. Media Multitaskers and Purchase Influence – The IAB has also launched a new insights report on the emerging trend of multi-screening. The report illustrates the differing roles of screens throughout the purchase pathway.

  3. The Most Important M’s in M-Commerce – Mums, Millennials and Multinationals are critical audiences to reach with your m-commerce strategy.

  4. Use of mobile coupons is accelerating rapidly. A new report from Juniper Research found that there will be 1.05 billion mobile coupon users globally by 2019.

 Speak to Jenni (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) if you want to explore any mobile development needs, or if your client has an app we can help consumers discover.



Airwave Newsletter 003

Header 003.png

In The Headlines

  1.  Facebook has launched a new type of ad in India that lets users place a “missed call” for more information. This reflects consumer behaviour in India, where this practice is very common: check out two of PHD India’s award winning campaigns using missed calls: Active Wheel and Kan Khajura Tesan.

  2. There is still plenty of innovation in mobile hardware. Amazon launched an exciting new smartphone device – The Amazon Fire phone is a shopping powerhouse with 3D browsing, augmented reality, and indoor GPS. However, now it has launched, reviews have been a little disappointing.

  3.  Yahoo! recently acquired mobile analytics firm Flurry for a reported $300m. Flurry is a free analytics tool that is in almost 550m apps worldwide. Yahoo! are aggressively making deals in the mobile space and Flurry will give huge insight and monetisation potential – especially in China, where Flurry powered apps are on 300m devices.

  4. Mobile internet revenue is set to grow 300% over the next 3 years to around $700b, with Asia taking up half of overall spend. Over half of growth with be driven from Asia.

To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read any interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.

Exciting Updates in Mobile Communications

 1.     Cannes Mobile Winners

In case you missed the recent Thought Bubbles WebEx, Mark Halliday looked through some of the most interesting trends from this year’s Cannes awards. Rather than an array of expensive apps, we saw a reassuring focus on interesting mobile web executions, ingenious ways of using existing mobile solutions (WhatsApp, feature phones, etc.) and a big trend in social media integration. This link will expire in a few weeks, so download it today!

Cannes Lions 2014 Mobile Lions Winners-Thought Bubbles - 16Jul14 - final.pptx

2.      Spotify Mobile Ads
In an update to our previous newsletter, we can now buy mobile-only ads through Spotify. This consists of audio and a mobile splash screen – more details can be found here.

3.      NANU
In a similar approach, NANU has also just launched their app in the region. NANU is a nifty app that allows users to make free calls on their mobile phones. Unlike Skype or Viber, NANU works on 2G and congested networks making it a viable option in most developing markets. NANU offers in-app advertising through 7-second audio clips and a clickable banner ad. Airwave has negotiated a significant amount of free inventory – please let us know ASAP if your client might be interested.

4.      Mobile Retargeting
Retargeting on mobile is available now through a number of vendors. The solutions are built on their ability to collect, analyse and act on an advertiser’s 1st party data.  This allows advertisers to retarget consumers within seconds of their visit, or based on behaviour within a client’s app, which is great for re-engaging users, or deep-linking through to specific sections of the app, e.g. specific hotel offers. We can now build really sophisticated audience segments and target specific messages based on user behaviour.

5.      Social Fire

Sizmek (previously called MediaMind) have launched a new product called ‘Social Fire’ - Rich Media on Facebook. Essentially, this is bought on Facebook and ad-served through Sizmek.

6.      Dial Up Your Business with Higher Value Phone Calls

In a constantly connected world, people rely on their mobile devices to engage with businesses on the go, at any time and from anywhere. From research to purchase, AdWords mobile click-to-call ads allow advertisers to connect with customers online in a relevant and meaningful way. In fact, over 40 million calls are made directly to businesses from Google ads each month and that number is growing.

Please drop Sheenu (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) an email if you require more information.

Where to Find Out More

Read More.jpg
  1. Internet Trends 2014 - Mary Meeker's State of the Internet Stars Mobile Devices and China. Read this research deck for the biggest internet trends in 2014.
  2. Diapers to Diplomas: What’s on the Minds of New Parents - Are your consumers expecting? Expect them to do more searching, most often on mobile.
  3. Miles Apart: How Women and Men Use Social Media and Mobile – Have a gender targeted campaign you need to tackle? This infographic will tell you how mobile use patterns differ between men and women.
  4. In this issue of Mobile Marketing's e-magazine features the key players in the wearables market, where mobile marketing fits into the movie industry and as the World Cup kicks off, this issue covers how the brands which are officially partnered with the event are leveraging mobile.

Trend Spotting: Mobile Millennials and the Evolution of Apps

Dozens of studies have identified Millennials as the most mobile-centric generation. This group of tech-savvy individuals have grown up with the Internet and the emergence of new technology, thus making them a highly adaptable user base. Millennials are heavily influencing smartphone usage and uptake and a technological shift has emerged.

 Introducing Mobile Millennials

Millennials have adjusted their lifestyles around technology for their whole lives, starting with the inception of the Internet. As such, this generation is acclimatised to adapting their technology habits in order to derive the greatest convenience and utility from them.

Smartphones and tablets allow users access to nearly all information and online content at any time. In today’s hyper-accelerated and social society, where real time information has become a basic need rather than a luxury, smartphones fulfil this need perfectly.

 App Natives

By understanding the changing needs of today’s mobile consumers, it sheds light on how mobile usage has evolved over time, and across different user demographic profiles.

 Contrary to typical technological trends, where the younger generation tend to drive technology uptake, for the case of tablets, research has indicated that adoption rates are highest amongst 35-55 year olds. The same however, cannot be said of smartphones which are primarily driven by 18-34s.

 Tablet usage tends to be more browser based because their older users have grown up with an internet consumed via Internet Explorer, Firefox, Safari and Chrome. Tablet behaviour is therefore much more similar to desktop.

Conversely, smartphones have a larger youthful user base. Younger demographics have grown up with an app based internet and this is where future trends are likely to continue.

The growth in apps has been remarkable and we estimate there are almost 2m now available – primarily across Apple and Android devices. Today, the average mobile user launches 7.9 applications daily. In addition, the average mobile user spends 127 minutes daily on mobile applications installed on their devices. According to Flurry, apps continue to dominate mobile web in terms of percentage of time spend on mobile devices. What this points towards is a highly app-based mobile usage behaviour that many smartphone users are exhibiting today.

 The Rise of the Alpha App

When apps were first created, often they were multipurpose single apps that mirrored the browser experience closely (i.e. A single platform that could serve and meet multiple functions). Think of the early stages of Facebook’s mobile app – it used to serve a wide plethora of needs ranging from newsfeed updates, social interaction through “poke” and “nudge”, photo sharing through albums and other games. In recent times however, the utility of these ‘alpha apps’ have broken down as smartphones gained traction. Today, we see single-purpose apps (i.e. Instagram, Messenger, Facebook, Paper) that serve specialised needs. This plethora of single-purpose apps work cohesively with one another to deliver an all-inclusive mobile experience for users and there is a growing trend of app-linking, where you can seamlessly move between apps.

 What’s Next?

Airwave believes that the appvolution (sorry, we couldn’t resist) will continue to grow in the near future. As of 2014, we know that apps have overtaken the mobile browser in terms of percentage of user time spent, and this is a good indicator that mobile and mobile web is likely to take on an increasingly app-based development. Consumer expectations of rich and high quality mobile interactions have undoubtedly been influenced by the slick graphics and intuitive user functionality that most apps provide. Therefore we need to demand more from our creative agencies, or engage Airwave to create best-in-class experiences, and ensure that our consumers are not being sent through to non-optimised brand pages – there are no excuses for that anymore!

 Although Airwave are working on several app development briefs, apps have high entry costs and then often require media budgets to seed them to the right demographics. As seen in Cannes, mobile web solutions are increasingly becoming app-like, with rich graphics and high user interactivity. We have some great examples in our web gallery to share.

 Lastly, with over 2 million apps in the app stores, how are users finding your apps? Airwave runs seeding campaigns for McDonalds, Watsons, HP, GumTree, Air BnB and more. We can help you generate downloads and optimise your media spends against those engaging with the content.

Speak to Sheenu (SEA), Kathleen (NZ), Chris (AUS) or Bradley (HK) if you want to explore any mobile development needs, or if your client has an app we can help consumers discover.



Airwave Newsletter 002


In The Headlines

 1.     Daum and Kakao have confirmed that the two companies will merge to form a new joint corporation to be known as Daum Kakao; creating one of South Korea’s largest internet companies.

2.     Spotify reached the landmark of 10 million paid subscribers – they now have 40 million monthly active users, across 56 countries.

3.     Omnicom Media Group announced a mobile-focused deal with Twitter. In other news, Twitter’s Access scheme has been shown to boost APAC usage by offering zero-rated data use across dozens of local mobile carriers. It is estimated that 40% of all Twitter users will be APAC based by 2018

4.     Apple have purchased Beats Electronics for $3B, meaning they now also make apps for other mobile platforms, which could impact the future of music streaming.

5.     Apple have also had their annual WWDC, where they announced the forthcoming iOS 8 operating system. 5 Key learnings from a mobile perspective are listed here.

To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read anything interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.


 Exciting Updates in Mobile Communications

 1.     Mobile Ads Now Available on Spotify

Mobile ads are now available on Spotify! However, at present, it is only available through a packaged purchase with desktop. We will be meeting up with the Spotify team in the upcoming weeks and will provide you with updates if you are interested in finding out more

2.     World Cup Packages

Airwave have a wide variety of vendor packages available for the upcoming World Cup. As we’ve shared in an article below, mobile is an unavoidable component during one of the biggest televised sporting event. We have put together an extensive array of packages, including sponsorship/integration, hashtag targeting, location based profiling and FIFA game integration opportunities that you could utilise for any of your clients.


 Where to Find Out More

 1.     Perfect Payments - Read this report to find out more about the Asian mobile commerce revolution and the latest trends in mobile enabled commercial transactions.

2.     First screen is now mobile: Finds our 30-country study on multiscreen behaviour - In this report you’ll find out how to capitalise on multiscreen behaviours and how consumers utilise multiple screens across the day.

3.     In a multi-screen future, phones don’t control TVs, TVs control phones – Multiscreen? Second screen? Read this article to know more about the latest buzz word that every mobile marketer has recently added to their dictionary.


 This Issue’s Case-Study

 Nivea Stain-free Deodorant


We feature some of the interesting projects that Airwave has been involved in across the region. In this issue, we’ve decided to feature some great work that the Airwave team did with Nivea during the launch of their newest stain-free deodorant for men.


Our objective was to generate product awareness of Nivea’s stain free deodorant for men in Singapore in November 2013.

Campaign Insights

Our target audience of men aged between 20-40 are difficult to reach and even more difficult to engage with – especially in the CPG category.

We knew that our audience spent over 125 minutes per day on mobile devices and were avid gamers.

We also understood that for our audience to appreciate the product USP, we needed them to feel self-conscious about any potential stains they might have on their existing clothing.

Campaign Strategy

Using gyroscope technology in smartphones, we engaged our target audience by inviting them to play a short game based on the phenomenally popular Paper Toss game.

Users were instructed to lift up their arm to adopt a throwing position. Once the arm was elevated, the user had a few attempts to toss the paper into the bin by physically flicking their smartphone. The joy of a successful throw was quickly met with an awkward message, questioning whether the user was confident about raising their arms.

The rich media ad unit was planned across verticals including Sports, Health & Fitness, Automotive, Technology, Lifestyle and Gaming – key environments for males 20-40.


We achieved an incredible 85% engagement rate, with a high percentage of users playing the game more than once.

As a reminder, we are now on Twitter (@AirwaveAPAC)so please follow us for all the latest mobile updates and please feel free to use the hashtag #AirwaveAPAC to share any relevant stories for our next newsletter.



Airwave Newsletter - 001

In The Headlines

 1.     Microsoft’s $7.2BN+ Acquisition of Nokia’s Devices Business Is Now Complete. Nokia’s Hardware Division Will Become ‘Microsoft Mobile’.

2.     Exciting news surrounding Facebook with the launch of Facebook Audience Network, app links and many other new features at f8 and Facebook Mobile surpassing their billionth user (33% YOY growth!)

3.     Twitter User Growth Accelerates To 5.8%, With 255M Monthly Users (And 78% Of Them On Mobile)

 To receive all of the latest updates in the world of mobile, follow us on Twitter @AirwaveAPAC. In addition, if you read anything interesting or innovative mobile articles, please feel free to share these with us with the hashtag #AirwaveAPAC.


Exciting Updates in Mobile Communications

 1.     Programmatic gets more local in Indonesia

If you have any campaigns in Indonesia, then mobile inventory can now be accessed via mobile-specific DSPs. Detik is a premium entertainment and news portal with significant reach across the country.

2.     Facebook’s mobile ad network

We shared an article above on the Facebook Audience Network but how does this impact on you? Airwave has been talking to our local reps and it seems it will take some time build up in APAC. As soon as we have more information, we will let you know.
What we do know is that the network is going to be quite international (e.g. Huffington Post), though the level of targeting that we will be able to apply (i.e. the targeting that Facebook can offer), should mean that this shouldn’t be too much of an issue for most clients with a regional remit. In the meantime, if you would like to be kept in the loop to be one of the first campaigns in the region, please let us know so we can flag this with Facebook.

 3.     Location, location, location

This really is one of the core strengths of mobile and we work with some amazing vendors who offer excellent targeting solutions. One of these networks recently updated us on how we can target audiences through real-time location, or historic location patterns. The vendor has also recently built a specific product aimed at driving footfall. This is perfect for any events you are supporting, or for retailers such as H&M, McDonald’s, IKEA, etc.


 Where to Find Out More

 1.     Mobile: The Relationship Channel - If you’re interested in finding out about how mobile can play a vital role in managing your client’s CRM and loyalty programmes.

2.     Seeing returns: Building loyalty at hotels through digital customer experience - Read this report if you have a client in the hospitality/tourism industry that you want to impress! You’ll discover the latest insights on how mobile can be a useful tool in impressing and retaining guests.

3.     Eight inspirational examples of mobile innovation from Asia – We truly believe that APAC is at the forefront of mobile innovation and this article shares abroad range of examples.

4.     Smartphones: The silent killer of the Web as you know it - Will the future of the web really be app-based? Behaviours from younger demographics suggest the way we use the internet is evolving.


 Airwave’s view on…. Beacons.

This issue’s think-tank.png

Beacons have the potential to change the retail space and beyond 

Beacon technology, otherwise known as Bluetooth Low Energy (BLE), has been heralded as an innovative approach to increasing footfall for retailers. The idea is fairly simple – retailers can send relevant content via push notifications into their app, based on the real-time location of their consumers. When Apple launched the iBeacon feature as part of its iOS7 release, the world was intrigued and many leading retailers at the digital forefront were eager to become part of this potentially new shift in the industry.
How do beacons/BLE work?
The concept of proximity target is not new. GPS tracking and NFC (Near Field Communications) have been present in the mobile industry for some time now. So what sets BLE apart? Many brands and consumers assumed that Bluetooth was a redundant technology given the prevalence of Wi-Fi.

However with Bluetooth 4.0, only a fraction of a smartphone’s battery is consumed compared to earlier counterparts. In addition, a Bluetooth emitting beacon is a precise positioning mechanism that transmits a Universally Unique Identifier (UUID), allowing for highly accurate micro-location targeting, both indoors and outdoors, something that GPS and NFC do not perform as well on.
Content can now be pushed straight onto a user’s device while they are in a 100 foot proximity to a beacon. This can encourage footfall and interaction while consumers are outside a store, inside a store, or at any other relevant location or event.
What can beacons do?
The potential of this technology is immense. Beacon uptake to date, has been led by leading retailers including:

This list is set to expand greatly in the coming months as more brands jump on the beacon bandwagon.

Beyond everyday retail solutions such as CRM solutions and product marketing, beacons can also be applied as:

 Airwave’s view

We definitely buy into the idea of having contextually relevant information just as we need it. It cuts out the clutter of irrelevant information and serves up on information that can actually be useful to the consumer there and then. Consumers today are empowered with the autonomy to choose the content they wish to engage in, resulting in brands having to work even harder to occupy just a fraction of the consumer’s attention.
Beacons straddle both the push and pull of communications. Consumers have the choice to opt-in to messaging they wish to receive and brands can then push these tailored messages and pieces of information to the consumer’s device.
From a macro perspective, this form of communication is not only value-adding, but it also offers an array of insights into what might previously be a sketchy consumer profile. When consumers opt into (or out of) certain information, brands are given insights into consumer preferences and purchase patterns. Brands can now better understand the different profiles of their consumers. What this enables, perhaps in the near future, is fully customised 1-1 communication between brand and consumer.

 As a reminder, we are now on Twitter (@AirwaveAPAC), so please follow us for all the latest mobile updates and please feel free to use the hashtag #AirwaveAPAC to share any relevant stories for our next newsletter.



Asia - Approaching Adolescence in Mobile

By Mark Halliday, head of Airwave, Omnicom Media Group APAC

I write this on the eve of my one-year anniversary as head of Airwave at my agency. I came bounding over to Singapore 12 months ago full of optimism that I was moving to the single most interesting part of the world for mobile communications. I still genuinely think that’s the case but I’ve been surprised that mobile is not as developed as I thought it would have been.

Asia-Pacific has 56 percent of the world’s mobile phones, 52 percent of the world’s smartphones, and consumers spend more than two hours on mobile and tablet devices each day, yet media investment is painfully low on the medium people look at more than 150 times a day!

In the U.K., I would often cite Asia as being the most progressive continent when it came to mobile behaviors. I distinctly remember telling my clients how we were "five years behind Japan," warning retail clients to be prepared for the mobile revolution - 10 million Japanese consumers buying goods via the mobile wallet every month can’t be wrong. Also, at least pre-iPhone, all the innovative mobile devices seemed to come out of Asia. (I absolutely loved my Sony Ericsson W800 and LG Chocolate!)

I arrived optimistic but nervous that there would be a lot to learn from mobile-mad Asian consumers. I was going to be living in a country with 148 percent mobile phone penetration. I thought I was one of the odd ones in London because I had two mobile phones but now I was moving to a country where the majority of people had two phones – would I have to get three to justify my position as a mobile professional?

The reality has been a little different but I’m seeing evolution every day. The most surprising thing about Asia, or at least Southeast Asia, is that marketers are noticeably more traditional in their approach. It’s genuinely surprising how small a slice of the media pie is carved out for digital, in this region. This is especially evident when looking at the number of digital specialists on the client side.

When I first arrived, I was surprised by the appetite for building apps and the flurry of questions on mobile trends. I received more app briefs in my first five weeks than I did in five years in London. It’s a theme that I have noticed throughout my first year and is one of the problems of working in such a rapidly evolving area like mobile – everybody is desperate to do the new shiny thing. There have been a number of false dawns with mobile but the medium is taking up more and more column inches, which in turn is putting pressure on our clients and planning teams to be seen to be innovative by constantly trying the new things, sometimes at the detriment of understanding what has been working and producing results. Brands are barely out of diapers when it comes to mobile, yet they’re trying to run before they can walk.

There are certainly parallels with brands from Europe and U.S. over the last five years – clients experimenting with mobile to get comfortable with a new medium, seeing the positive impact and then ramping up their spend. The key difference is that brands in Asia can benefit from more advanced technology and they have experts with years of experience to guide them on their mobile journeys. Even if they are running in diapers, there’s much less risk of falling over.

The incredibly positive thing is that there’s a real appetite for trying mobile formats. I cannot think of many of our clients that have not experimented with mobile, or who are not working toward, or implementing fully fledged mobile strategies. Spend is increasing quickly and brands are gaining more confidence with mobile technology – I’ve even seen the phrase "mobile-first" appear on a few briefs.

We are on the verge of very exciting times for mobile in APAC. The phenomenal uptake of social messaging apps; the meteoric rise in m-commerce sales in places like China; the growth in middle classes in huge countries like India and Indonesia; and the influx of cheaper smartphones all mean than we are embarking on an era with digital citizens who see mobile as the primary means of accessing the Internet. In the West, mobile communications developed out of the shadow of desktop expertise. In Asia, we have an opportunity to be the pioneers in mobile.

To persist with the maturity metaphor, we’re approaching our teenage years – some markets still have their childish innocence, while others are experimenting with new things, their voices are starting to break and what they have to say is challenging and progressive.

My advice to brands in this region would be to embrace the fact that many countries are now mobile-first. Digital strategies can (and in many cases should) place mobile at the heart of communications. If mobile is considered at the early stages of strategic planning, then our work and effectiveness will be much more powerful than trying to find a role for mobile in the overall mix.

We are beginning to realize the potential of mobile in this region and it really won’t be long before Asia becomes the mentor for the rest of the world in the art of mobile communications.    



Facebook-WhatsApp: It is ‘wait & watch’ for advertisers

By Cheuk Chiang, CEO Asia Pacific, Omnicom Media Group


  • WhatsApp will give Facebook critical mass and global footprint that it needs – especially in LATAM, Europe and India
  • If Facebook ties to monetise WhatsApp too quickly, it has far too many rival apps with significant scale that could absorb WhatsApp deserters if they feel the app has been compromised by the takeover
  • When Mark Zuckerberg announced the deal, he also disclosed incredible growth stats for WhatsApp -- it is growing my 1 million users per day, there are 315 million active daily users and 600 million photos uploaded per day
  • Facebook will be acquiring a company that has shown faster growth in its first four years than Gmail, Twitter, Skype and Facebook itself

More than 50 per cent of Facebook’s advertising revenue is coming from mobile. The social media network’s strategy — that began with a mobile-first thought process, manifested into a multi-app offer, considered feature phones that are still prevalent in large numbers in fast growth markets such as India and Indonesia amongst others, and a non-invasive advertising policy — is said to have contributed to what is appearing to be a very successful mobile play. Many believe that the USD 19 billion acquisition of WhatsApp is to augment this mobile strategy. But does this have any impact on advertisers?

Omnicom Media Group’s APAC Chief, Cheuk Chiang, cautions that while the deal itself has implications for the communication business, from a strict advertising viewpoint, it is still a wait and watch. In a conversation with DMA, Mr Chiang speaks about the impact of the acquisition, what the brands should do in road ahead and whether advertisers should have any expectations from this in the current state.

How the acquisition impacts the brands?
Facebook made a very clear statement that its future is in mobile so this acquisition is a sign that it is serious about growth in this space. WhatsApp will give it critical mass and global footprint that it needs – especially in LATAM, Europe and India. The global messaging arena is a huge growth area, especially in Asia where Line, WeChat, Viber, Nimbuzz and Kakao all have significant traction. All of these platforms are seeing exponential growth in their user-bases, as the world becomes more connected.

WhatsApp will benefit from more brain power and the wealth of resources available to Facebook. At present, the WhatsApp team has less than 60 employees including engineers so it will clearly benefit from a huge support network of great minds and a rich research and development (R&D) ethic.

Advice to both brands to make the acquisition work…
WhatsApp will need to decide how pure its product remains versus how quickly its monetises its offering. It has grown so quickly by staying true to its core offering of excellence in messaging. While other rivals have diversified with stickers, games and third party content, WhatsApp has resolutely ensured its product has no advertiser or brand noise, which is why it has become so popular and is adding over 1 million new users a day.

Early signs are that WhatsApp will maintain its independence and will not interfere with the FB Messenger team. If Facebook ties to monetise WhatsApp too quickly, it has far too many rival apps with significant scale that could absorb WhatsApp deserters if they feel the app has been compromised by the takeover.

There is bound to be buzz around WhatsApp for the coming months and I expect it will see another big surge in users as a result of the PR from the takeover. I would urge Facebook to allow WhatsApp to continue to run independently. Facebook did not put ads into its mobile News Feed for a very long time – it wanted to encourage habitual browsing with its user base before taking a very non-invasive approach to ads. I would therefore expect them to tread lightly and not expect to see an immediate revamp of the WhatsApp offering.

From an industry viewpoint, this would appear like further consolidation but what would you say is the larger implication?
When Mark Zuckerberg announced the deal, he also disclosed some incredible growth stats for WhatsApp. It is growing my 1 million users per day, there are 315 million active daily users and 600 million photos uploaded per day.

Breaking these numbers down, the scale and growth in WhatsApp is absolutely incredible.

From a photo sharing perspective, Facebook and Instagram users share around 400 million photos a day between them. SnapChat users also share around 400 million photos per day. WhatsApp’s 600 million is therefore a mind-blowing number.

Facebook will be acquiring a company that has shown faster growth in its first four years than Gmail, Twitter, Skype and Facebook itself. This rate is likely to accelerate and provide Facebook with even more presence in developing markets.

The other number that we must wrap our head around is that WhatsApp is processing 53 billion incoming and outgoing messages every single day, which is more than the global number of SMS texts processed by mobile networks. Telco companies are already expected to see a decline in revenue from SMS by USD 23 billion over the next five years but this may also accelerate as smartphone penetrations increase, data becomes cheaper and WiFi becomes more publically available.

Does WhatsApp addition help FB advertisers?
WhatsApp’s founder Jan Koum is vehemently loyal to the brand values ‘no ads, no games, no gimmicks’. This does not appear to change in the immediate future. It is difficult to see where WhatsApp may play a role for advertisers given this unwavering stance.

Mark Zuckerberg talked to investors about reaching as many as 3 billion people across their products in the future. This is currently around 1.2 billion, so WhatsApp will give them incremental reach in markets where Facebook are not as strong. There may be future plans to cross promote apps or link content between Facebook, Instagram and WhatsApp, so for now I think we’ll have to adopt a ‘wait and see’ approach before understanding how this acquisition will impact advertisers.

This article was originally posted on:



VIDEO: Omnicom and Airwave APAC on Mobile and Smart TV Advertising

Since Airwave Asia Pacific opened its doors in September 2012, the head of Omnicom Media Group's mobile arm, says he noticed that mobile marketing in the region is shifting to become more strategic and less tactical in campaign execution.

For instance, mobile is not just all about apps. 

Mark Halliday, head of Airwave for Asia Pacific, explains more in this video below at his office in Singapore.

Lee Smith, CEO Platforms for Omnicom Media Group also talks about the rise of Smart TV advertising, an emerging trend that will have legs in the coming months.