WEBVTT - Marketing trends you need to know 0:00:08.228 --> 0:00:12.029 Good morning everyone. Welcome to Executive Insights by Media Corp, 0:00:12.668 --> 0:00:17.009 trends you need to know. Now, this is the first 0:00:17.610 --> 0:00:20.680 Executive insights webinar for the year. And it's usually the 0:00:20.680 --> 0:00:24.680 one where we kind of, I hate to say, look 0:00:24.680 --> 0:00:26.600 into the crystal ball, but we kind of look at 0:00:26.600 --> 0:00:29.760 what's the year, how, what the year is shaping up 0:00:29.760 --> 0:00:33.880 like the year ahead. I invite a great panel who 0:00:33.880 --> 0:00:35.639 are here to kind of hold your hand a little 0:00:35.639 --> 0:00:39.119 bit and to give you the encouragement, um, for what 0:00:39.119 --> 0:00:40.750 you need to do, what you need to look at, 0:00:40.959 --> 0:00:41.240 need to. 0:00:41.299 --> 0:00:44.049 Get on the back of right away. So, let me 0:00:44.049 --> 0:00:47.729 start by introducing, um, my guest today. I'm so happy 0:00:47.729 --> 0:00:50.168 to have them on board. We've had some dry run 0:00:50.168 --> 0:00:53.360 sessions and I, looking at the content, I'm very excited 0:00:53.729 --> 0:00:56.599 for them to share. So, first of all, I want 0:00:56.599 --> 0:00:58.779 to say hi to Munas. Hi, Munas. 0:01:00.029 --> 0:01:03.150 Coming for our managing director of Southeast Asia for months. 0:01:03.799 --> 0:01:09.110 Then we have um Eric, Eric from um OMD. Hi, Eric. 0:01:10.180 --> 0:01:11.519 And then, of course, um. 0:01:12.819 --> 0:01:16.889 I'll say an old friend, Guan Hin, um, from, um, 0:01:16.900 --> 0:01:20.319 the One Club for Creativity, um, but also, Guan Hin, 0:01:20.500 --> 0:01:25.660 congratulations on your recent induction into the advertises um into 0:01:25.660 --> 0:01:30.370 the Association of Advertising and Marketing Singapore Hall of Fame, right? Um, 0:01:30.430 --> 0:01:33.139 one of the luminaries in, in the, in the Singapore 0:01:33.139 --> 0:01:36.848 advertising industry. So very proud to have them on board. Now, 0:01:36.889 --> 0:01:40.900 I am Tashan Toh. I actually head up commercial planning industry. 0:01:41.084 --> 0:01:44.315 Solutions for Media Corp. Um, we've been doing these webinars 0:01:44.316 --> 0:01:47.795 since COVID, and they've only gone from strength to strength. Um, 0:01:47.835 --> 0:01:51.225 if I'm not wrong, we've already had more than 150 speakers, 0:01:51.435 --> 0:01:54.716 and we've had, um, more than 6000 people who attended 0:01:54.716 --> 0:01:58.195 these webinars over the last couple of years. So, all 0:01:58.195 --> 0:02:00.075 of you who are in the room are in the 0:02:00.075 --> 0:02:03.356 right place, right? And we're gonna kick off the year 0:02:03.356 --> 0:02:07.386 of snake in a spectacular fashion in the next hour. Now, 0:02:07.755 --> 0:02:09.455 we've looked at the materials that 0:02:09.501 --> 0:02:13.242 We have, it's, I'm gonna say it's all very inspiring, 0:02:13.412 --> 0:02:17.802 but we're likely to run a little bit long today. 0:02:18.132 --> 0:02:21.492 When we did this session last year in the beginning 0:02:21.492 --> 0:02:24.531 of 2024, we said that there were three key things 0:02:24.531 --> 0:02:27.501 that you, we're going to see explode in 2024. 1 0:02:27.731 --> 0:02:31.201 was that social commerce is going to reign. So what 0:02:31.201 --> 0:02:35.222 we've seen is that in 2023, um, you know, GMV 0:02:35.222 --> 0:02:37.811 was estimated to be 1.6 billion, it's going to grow to. 0:02:37.927 --> 0:02:42.177 1.4 billion. I think we can all say that since, 0:02:42.468 --> 0:02:45.306 you know, in the past year, we've seen all, we've 0:02:45.306 --> 0:02:49.307 seen this space grow. Um, the exact number, we're still 0:02:49.306 --> 0:02:52.776 trying to, we're still trying to triangulate and get a, uh, 0:02:52.787 --> 0:02:55.298 reading on it, um, as the year has just ended. 0:02:55.468 --> 0:02:58.066 But with the explosion of TikTok shop and all the 0:02:58.067 --> 0:03:00.816 live streams that you're seeing, I think we can all 0:03:01.037 --> 0:03:05.177 say that this is happening. OK? So, one call, correct. 0:03:05.427 --> 0:03:06.227 Second of all, short. 0:03:06.444 --> 0:03:10.444 From video content dominates, right? The rise of TikTok, I mean, 0:03:10.604 --> 0:03:16.434 even though TikTok's reach in Singapore is about 40 or 40, 45%, um, 0:03:16.524 --> 0:03:20.483 it is really a platform that continues to grow, um, nonstop, 0:03:20.544 --> 0:03:23.593 and which is why, you know, as they say, um, 0:03:23.604 --> 0:03:25.363 what do you call it, imitation is the best form 0:03:25.363 --> 0:03:27.873 of flattery. You've got other platforms that are now also 0:03:27.873 --> 0:03:31.083 going on short form content. Now, there is something that, 0:03:31.184 --> 0:03:33.593 that's been happening in China. Those of you who know, know, 0:03:33.723 --> 0:03:34.643 micro dramas have. 0:03:34.940 --> 0:03:39.619 Boomed, right? And happy to note that in Singapore, this 0:03:39.619 --> 0:03:44.419 trend is now catching on and bearing fruit. So, um, 0:03:44.539 --> 0:03:47.789 we've had two very successful micro dramas that in a 0:03:47.789 --> 0:03:51.100 span of, let's say, you know, 2 or 3 weeks 0:03:51.100 --> 0:03:54.779 have garnered 6 to 7 million views. So we know 0:03:54.779 --> 0:03:58.029 that this format works, and we're happy to have called it, 0:03:58.059 --> 0:04:00.740 and we're, and we're on, and we're on this, on 0:04:00.740 --> 0:04:03.059 this riding this wave. The third one, 0:04:03.850 --> 0:04:07.669 Is that gender of AI, you know, is the game changer. 0:04:08.000 --> 0:04:11.850 And um I think Guan Hin was invited to a futureproof, 0:04:11.960 --> 0:04:14.880 um session, a thought leadership session with us, and he 0:04:14.880 --> 0:04:16.980 shared a lot about this, about a year and a 0:04:16.980 --> 0:04:19.720 year and a half back, and this has, this is 0:04:19.720 --> 0:04:22.678 starting to bear fruit, and we see um all this happen, 0:04:22.760 --> 0:04:26.420 and I think um Munas, uh, everyone will talk a 0:04:26.420 --> 0:04:27.880 lot about a lot about. 0:04:28.260 --> 0:04:30.880 AI and what it can do for your business and 0:04:30.880 --> 0:04:34.119 how to utilize it. OK. So, I also wanted to 0:04:34.119 --> 0:04:37.630 give you a sense, you know, at Mediacorp, I get, 0:04:37.760 --> 0:04:41.440 I have the privilege of working with over 3000 brands. 0:04:41.869 --> 0:04:45.920 And these are some sound bites of what these brands 0:04:45.920 --> 0:04:50.269 are telling us, right? They want better in-show integration. They 0:04:50.269 --> 0:04:52.880 want the content, they want to be integrated, they don't 0:04:52.880 --> 0:04:56.390 want to be a logo mention or a product placement. 0:04:56.519 --> 0:04:58.329 They want their, their US. 0:04:58.665 --> 0:05:03.345 be in integrated into the storytelling itself, right? Clearly, everyone 0:05:03.345 --> 0:05:05.704 wants to collect social media data and they want to 0:05:05.704 --> 0:05:09.545 profile um their users. So this has also been a 0:05:09.545 --> 0:05:13.225 big ask from us. Um, many brands are saying, you know, 0:05:13.345 --> 0:05:14.855 with the way budgets are, 0:05:15.559 --> 0:05:19.849 Guys, branding budgets are, you know, shrunk, and everyone's going 0:05:19.850 --> 0:05:23.169 for mid-final conversion. In fact, we have many clients coming 0:05:23.170 --> 0:05:25.450 to us to say, OK, Tashan, I don't need you 0:05:25.450 --> 0:05:28.980 to convert. I need you to show me clear. 0:05:30.200 --> 0:05:34.359 Consideration, consideration lists. OK, so how are you gonna do 0:05:34.359 --> 0:05:37.200 this for me? Then clearly all that is, all this 0:05:37.200 --> 0:05:40.920 is coming on the back of demands for more content creation, 0:05:41.200 --> 0:05:44.160 clearly something that everyone in the room said, OK, where 0:05:44.160 --> 0:05:47.428 is that going? How can we do this? And um 0:05:47.428 --> 0:05:51.390 and I'm gonna say that much of this is being done, 0:05:52.119 --> 0:05:54.959 not with us saying that we know everything, but with us. 0:05:55.369 --> 0:05:59.269 You know, bringing in partners from throughout the industry because 0:05:59.269 --> 0:06:03.178 everyone's going to be a master of some skill in this, 0:06:03.350 --> 0:06:06.429 in this ecosystem and we can't do it alone. So 0:06:06.428 --> 0:06:09.109 with partners and as you will see, my partners in 0:06:09.109 --> 0:06:12.230 crime today are going to give you a great um 0:06:12.230 --> 0:06:16.070 showing of what's available out there. OK, now I'm gonna 0:06:16.070 --> 0:06:18.899 bring you to look, to look at some numbers. Now, 0:06:18.910 --> 0:06:21.859 look at these numbers. This is what we. 0:06:22.350 --> 0:06:25.399 Have triangulated to, you know, this is kind of the 0:06:25.399 --> 0:06:31.309 SG marketing budget spend graph in Singapore. So you've seen 0:06:31.309 --> 0:06:35.950 about 1.3 billion in 2019, it's kind of tapered down 0:06:35.950 --> 0:06:39.339 in 2023 to about 1.77 billion, we think. 0:06:39.820 --> 0:06:42.220 Right? But you, but what's more important here is look 0:06:42.220 --> 0:06:46.260 at the shifts. So search remains very, very strong. Content 0:06:46.260 --> 0:06:49.380 and commerce related social media and that has grown at 0:06:49.380 --> 0:06:53.409 a very, you know, strong caer, right? And that's coming 0:06:53.779 --> 0:06:58.500 really on the back of, you know, how brands are 0:06:58.500 --> 0:07:02.369 really looking at their pure display and inventory guys. 0:07:03.410 --> 0:07:06.849 Right? Now, not, not to say that that's, that's not 0:07:06.850 --> 0:07:09.679 important and I think Eric is gonna bring up that point, 0:07:09.989 --> 0:07:13.209 but it's about the fact that the reallocation has been 0:07:13.209 --> 0:07:19.239 happening where inventory is then being used to amplify the content, um, 0:07:19.250 --> 0:07:24.100 content commerce related social media, um, investments that you're making. 0:07:24.540 --> 0:07:28.660 OK. Now, with this, and so, so when I see 0:07:28.660 --> 0:07:31.690 the 1.77 billion, guys, I want you to know that 0:07:31.690 --> 0:07:34.760 makes my job really, really tough, right? Because all of 0:07:34.760 --> 0:07:38.859 you are demanding far more of the network. OK? But 0:07:38.859 --> 0:07:42.089 that's where, that's what wake, doesn't keep me up at night, 0:07:42.140 --> 0:07:44.100 but it wakes me up in the morning, right? And 0:07:44.100 --> 0:07:46.940 gets me back on the horse. OK, so the next 0:07:46.940 --> 0:07:50.299 chart is, I think this is the, the one that's looming. 0:07:51.640 --> 0:07:55.320 OK. We have this thing called the RTS that is 0:07:55.320 --> 0:08:00.480 launching in 2026. We've been having conversations with key brands 0:08:00.480 --> 0:08:04.429 since last year about how we, together with them, are 0:08:04.429 --> 0:08:09.519 going to partner to deal with this potential leakage of 0:08:09.519 --> 0:08:14.269 about 1.5 to $2 billion in um retail revenue. 0:08:15.239 --> 0:08:16.190 That's huge. 0:08:17.200 --> 0:08:22.000 Right? Because if I imagine 1.52 billion in retail, retail 0:08:22.000 --> 0:08:26.179 revenue leakage, if I take, let's say a 5%, you know, 0:08:26.359 --> 0:08:28.839 estimate of that in terms of what you would be 0:08:28.839 --> 0:08:31.920 spending on marketing out of your budget, right, from, from 0:08:31.920 --> 0:08:35.030 your cost of sale, you know, we're talking about $70 0:08:35.030 --> 0:08:38.479 million straight out of this market. So you guys are 0:08:38.479 --> 0:08:42.900 potentially in hot soup. We are also, you know, you know, 0:08:43.000 --> 0:08:44.909 walking the line on tenterhooks. So. 0:08:46.049 --> 0:08:48.780 The key here is we need to work together to 0:08:48.780 --> 0:08:51.339 make sure that we don't come out of this, this 0:08:51.340 --> 0:08:55.940 RTS opening worse off, or that we pivoted in some 0:08:55.940 --> 0:08:57.848 sort of an interesting innovative way. 0:08:58.409 --> 0:09:02.330 Right? To still secure the retail spends or the client 0:09:02.330 --> 0:09:06.049 or the consumer engagements in Singapore. Now, enough of this, 0:09:06.250 --> 0:09:08.169 enough of this. I hope this wasn't doom and gloom, 0:09:08.210 --> 0:09:10.690 but I wanted to just set the stage to say 0:09:10.690 --> 0:09:14.239 that this is what we're really looking at in the next, 0:09:14.409 --> 0:09:17.849 you know, 12 to 18 months, right? And I encourage 0:09:17.849 --> 0:09:18.909 all of you, if you've not. 0:09:18.969 --> 0:09:22.530 Thought about what how the RTS will affect your business 0:09:22.530 --> 0:09:27.239 in the next 6 to 8 months, please, please start 0:09:27.239 --> 0:09:30.760 putting it high up on your agenda. OK? So now 0:09:30.760 --> 0:09:34.199 with that, I wanted to hand over to Eric, um, 0:09:34.280 --> 0:09:37.859 you know, coming from the media landscape perspective to tell 0:09:37.859 --> 0:09:41.919 us some of his best, um, pieces of advice, tips 0:09:41.919 --> 0:09:46.609 and tricks of how to optimize for the year ahead. OK, 0:09:46.760 --> 0:09:47.799 so over to you, Eric. 0:09:48.719 --> 0:09:52.229 Alright, thank you, Dacheng, let's get straight into it. Um, 0:09:52.270 --> 0:09:55.109 I think firstly, the theme for 2025, uh, I feel 0:09:55.109 --> 0:09:58.070 it's less about making massive leaps and, and more about 0:09:58.070 --> 0:10:00.380 taking what already works and making it work smarter for you. 0:10:00.590 --> 0:10:02.478 I think you kind of touched on it just before. 0:10:02.710 --> 0:10:05.510 Whether you're an agency and advertiser or a vendor, I, 0:10:05.549 --> 0:10:08.309 the headline still really reads do more for less. So 0:10:08.309 --> 0:10:10.260 what is happening in the media landscape that can help 0:10:10.260 --> 0:10:13.669 us drive the effectiveness and deliver on that task that's 0:10:13.669 --> 0:10:15.309 been put on, uh, put on us? 0:10:15.739 --> 0:10:17.719 So we go to the next topic, or the first topic, 0:10:17.729 --> 0:10:21.839 which is the evolution of search. Now we're not quite 0:10:21.840 --> 0:10:25.520 there yet, but we are steadily sprinting towards this idea 0:10:25.520 --> 0:10:27.880 of the death of the 10 blue links. Now when 0:10:27.880 --> 0:10:29.799 I say 10 blue links, I'm referring to the stacked 0:10:29.799 --> 0:10:32.159 URLs um that we used to kind of get in 0:10:32.159 --> 0:10:35.000 our search engines, but this is evolving. 0:10:35.400 --> 0:10:40.630 Um, it's really being pushed by the expectations of users. 0:10:40.880 --> 0:10:43.679 Now if we look at, um, where we started back 0:10:43.679 --> 0:10:46.440 in the day, um, it was really about putting exact 0:10:46.440 --> 0:10:49.809 bullying search queries into your engine. Now you would typically 0:10:49.809 --> 0:10:52.359 flick through many pages before finding what you really need 0:10:52.359 --> 0:10:55.559 buried deep in the results. There were obviously other challenges 0:10:55.559 --> 0:10:59.590 during this period, such as poor ranking algorithms, limited indexing, 0:10:59.799 --> 0:11:03.830 but all that meant was a really poor clunky user experience. 0:11:04.520 --> 0:11:08.400 Now we're asking conversational queries to our search engines, so 0:11:08.400 --> 0:11:11.200 the way in which we're interacting with them is almost 0:11:11.200 --> 0:11:13.799 how you would type um something or how, how you 0:11:13.799 --> 0:11:15.960 would speak to a friend really, and you see it 0:11:15.960 --> 0:11:18.549 all the time, so mid conversation, you'll stop and ask 0:11:18.549 --> 0:11:20.479 and hang on, you know, uh we'll just go back 0:11:20.479 --> 0:11:22.840 one side, hang on our mermaids reel, and you pick 0:11:22.840 --> 0:11:25.150 up your phone and and type the exact question in 0:11:25.150 --> 0:11:28.270 and in the exact conversational tone, you get your response. 0:11:28.840 --> 0:11:31.478 Now, I grabbed a quote um from an article I'd 0:11:31.479 --> 0:11:33.359 read a while back, and I think most of us 0:11:33.359 --> 0:11:35.960 resonate with this, and the quote reads, I have to 0:11:35.960 --> 0:11:38.679 admit it, when browsing the internet, my patience has become low, 0:11:38.799 --> 0:11:41.799 like really low, and I demand nothing but accurate personalized 0:11:41.799 --> 0:11:45.119 answers fast, and they're right. I think we all kind 0:11:45.119 --> 0:11:48.400 of want this instant gratification from our search engines. 0:11:48.900 --> 0:11:50.700 Now if we go on to the next slide, we 0:11:50.700 --> 0:11:53.340 can have a look at what is driving the hunger 0:11:53.340 --> 0:11:56.739 for this immediate information. Two things worth highlighting, which I'm 0:11:56.739 --> 0:11:58.929 sure we're all across AI and social media. 0:11:59.419 --> 0:12:01.099 So I'll spend a couple of minutes if I can 0:12:01.099 --> 0:12:04.459 talking through those a little. Now AI search results have 0:12:04.460 --> 0:12:06.020 had a bit of a staggered approach in terms of 0:12:06.020 --> 0:12:09.780 their availability, um, and if you're not familiar with AI search, 0:12:09.859 --> 0:12:11.659 I put a reference in the middle, but it's, I'm 0:12:11.659 --> 0:12:13.500 referring to that overview that you can get in the 0:12:13.500 --> 0:12:16.039 top of your results. So here I've asked in a 0:12:16.039 --> 0:12:19.289 conversational way, what is a good pet for a small apartment. 0:12:19.539 --> 0:12:22.218 Now what I get is a succinct overview of the 0:12:22.219 --> 0:12:24.369 perfect pets for my tiny little apartment. 0:12:24.739 --> 0:12:26.849 Along as well with a snapshot of the key animals 0:12:26.849 --> 0:12:29.169 that were referenced in the overview so that I can 0:12:29.169 --> 0:12:32.369 learn more in case I wasn't familiar with them. Now 0:12:32.369 --> 0:12:36.130 this overview is being pulled from multiple different sources and 0:12:36.130 --> 0:12:39.848 content ecosystems to create what it deems as the snappiest 0:12:39.849 --> 0:12:43.770 response that can really help me. Now, this is obviously 0:12:43.770 --> 0:12:48.000 extremely helpful to people browsing, but what about us as advertisers? 0:12:48.330 --> 0:12:50.809 So perhaps if we change this search query to one 0:12:50.809 --> 0:12:53.130 about your specific product, um, and think about that for 0:12:53.130 --> 0:12:53.609 a second. 0:12:54.429 --> 0:12:57.669 As an advertiser, it's important to know how and why 0:12:57.669 --> 0:13:00.549 people are searching your category. Do they want to know 0:13:00.549 --> 0:13:02.710 what the best network coverage is? Do they wanna know 0:13:02.710 --> 0:13:05.150 what is the most value for money? Is it the 0:13:05.150 --> 0:13:09.669 most sustainable, what suits their lifestyle? Once you know what 0:13:09.669 --> 0:13:12.190 people need, and I'm sure everyone knows this already from 0:13:12.190 --> 0:13:15.190 the SDM and their current marketing activity, you then need 0:13:15.190 --> 0:13:17.630 to ensure that you have content in the right environments 0:13:17.630 --> 0:13:21.359 that answer these questions. That way AI is able to 0:13:21.359 --> 0:13:22.900 pull all of these pieces together. 0:13:23.359 --> 0:13:26.140 And put your products front and center in the perfect 0:13:26.140 --> 0:13:28.400 search result. Now, if we think about it from an 0:13:28.400 --> 0:13:31.809 FMCG brand as an example, where it's really difficult to 0:13:31.809 --> 0:13:35.409 win mental space, it's like quick turnaround product research, you'll 0:13:35.409 --> 0:13:37.169 need to have answers as to why you're the best 0:13:37.169 --> 0:13:41.520 in comparison websites and articles, online reviews, online forums, obviously, 0:13:41.570 --> 0:13:42.968 as well as your own website. 0:13:43.400 --> 0:13:46.119 Only then will you kind of top the top, uh, 0:13:46.130 --> 0:13:48.400 get to the top of the search uh search results. 0:13:48.640 --> 0:13:51.520 Now we're yet to hit mats velocity on AI overviews, 0:13:51.640 --> 0:13:54.750 so whilst I'm sure everyone here has a robust SEM approach, 0:13:55.280 --> 0:13:57.679 I think it's really time we think about how we 0:13:57.679 --> 0:14:02.189 can improve our content strategy to fuel product discovery. Um, 0:14:02.200 --> 0:14:05.440 we're also seeing product discovery on TikTok. Uh, we have 0:14:05.440 --> 0:14:07.080 a couple of stats here to show you on the 0:14:07.080 --> 0:14:07.640 next slide. 0:14:08.210 --> 0:14:11.530 Not only is it um evolving in search engines, we're 0:14:11.530 --> 0:14:16.119 really seeing a shift from typical search engines into TikTok, uh, 0:14:16.130 --> 0:14:18.569 specifically in our SEA region as well. I think Indonesia 0:14:18.570 --> 0:14:19.849 is one of the biggest globally. 0:14:20.539 --> 0:14:24.059 Now 20% of TikTok users in SEA are using the 0:14:24.059 --> 0:14:27.099 platform as their primary search tool, and not just because 0:14:27.099 --> 0:14:30.700 they're addicted to the platform, 56% of them are actually 0:14:30.700 --> 0:14:33.940 finding it more than traditional search engines. And Dasen spoke 0:14:33.940 --> 0:14:37.020 about TikTok Shop before. To be honest, you now have 0:14:37.020 --> 0:14:40.299 TikTok Search, all of your infeed, you have Shopable, so 0:14:40.299 --> 0:14:42.869 you have a complete marketing funnel within that ecosystem that 0:14:42.869 --> 0:14:44.020 we need to start considering. 0:14:44.500 --> 0:14:47.880 So the 3 things, yeah, Eric, we've also heard um 0:14:47.880 --> 0:14:51.179 some new improvements coming on the YouTube platform too, to, 0:14:51.280 --> 0:14:54.239 you know, to enable, to enable quick purchase, you know, 0:14:54.359 --> 0:14:58.869 in stream. So, yes, this space is really buzzing. Um, 0:14:58.880 --> 0:15:01.400 we're covering a lot, so I'm really gonna encourage everyone 0:15:01.400 --> 0:15:03.590 in the room that if you have a burning question, 0:15:03.880 --> 0:15:07.599 please go into the, the chat box or Q&A and 0:15:07.599 --> 0:15:10.280 type your questions in, right? And because we're reviewing them as, 0:15:10.400 --> 0:15:11.799 as we're presenting. 0:15:12.630 --> 0:15:14.979 And as moderator, so sometimes I can float your question 0:15:14.979 --> 0:15:17.179 out immediately. Thank you. Back to you, Eric. 0:15:17.869 --> 0:15:20.020 Yeah, cool. And just to, yeah, on your point, Dashane, 0:15:20.099 --> 0:15:23.340 I think like the influx of Shopable driven by TikTok shop, 0:15:23.460 --> 0:15:26.900 you have all of these platforms within this region that, yeah, 0:15:27.020 --> 0:15:30.619 it's just e-commerce and, and shop attainment is, is crazy. Uh, 0:15:30.700 --> 0:15:32.859 the three things I'd say, uh, to take away from 0:15:32.859 --> 0:15:36.919 what we've spoken about diversify, so think holistically about your 0:15:36.919 --> 0:15:39.739 search strategy, uh, what we spoke about, what role does 0:15:39.739 --> 0:15:42.979 TikTok play, but really think about intent-based discovery, because that's 0:15:42.979 --> 0:15:43.690 what we're seeing. 0:15:44.359 --> 0:15:47.200 Content strategy, huge one, review it, make it easier for 0:15:47.200 --> 0:15:51.799 AI driven engines to interpret your brand's information accurately, uh, 0:15:51.880 --> 0:15:55.200 and monitor and monitor the evolution. I think with what 0:15:55.200 --> 0:15:57.270 was happening in TikTok in the US we saw like 0:15:57.270 --> 0:16:00.479 spikes in Xiaohongshu as an example, are people gonna start 0:16:00.479 --> 0:16:02.320 shifting to that and use that as a search engine, 0:16:02.400 --> 0:16:03.960 so we really need to kind of, you know, 0:16:04.609 --> 0:16:08.090 Keep our eye on this um at the moment. Next topic, 0:16:08.359 --> 0:16:12.780 agentic error, um, simply means AI tools or agents talking 0:16:12.780 --> 0:16:16.289 to other AI agents. Now without getting into the details 0:16:16.289 --> 0:16:18.020 too deep, there is a bit of a line of 0:16:18.020 --> 0:16:21.530 separation between how traditional AI works and agentic AI. 0:16:22.090 --> 0:16:26.080 Put simply, traditional AI models simply respond to prompts or 0:16:26.080 --> 0:16:30.390 execute predefined tasks and they're quite rigid. Agentic AI uh 0:16:30.390 --> 0:16:32.840 is a scary AI it can talk with AI components, 0:16:32.919 --> 0:16:35.400 they can perceive the environment, plan and take actions, and 0:16:35.400 --> 0:16:38.520 even learn from experiences. Now I'd say most of the. 0:16:38.594 --> 0:16:40.784 Conversations and what you see in the trade press now 0:16:40.784 --> 0:16:43.664 about benefit workflow and driving efficiencies. So what do we 0:16:43.664 --> 0:16:47.065 need to know? Here we're looking at, um, basically the 0:16:47.065 --> 0:16:50.994 consumer lens. Again, it's all being driven by consumer expectations. 0:16:51.304 --> 0:16:53.864 People want to offload their digital errands and get more 0:16:53.864 --> 0:16:56.984 time back for themselves. They want responses that are more 0:16:56.984 --> 0:16:59.614 and more personalized, but they also still want to have, um, 0:16:59.625 --> 0:17:03.385 or feel like they're in control. So these three key 0:17:03.385 --> 0:17:06.583 behaviors are accelerating the adoption of AI agents and kind 0:17:06.584 --> 0:17:08.175 of why we need to keep our eye on it. 0:17:08.540 --> 0:17:10.660 Um, I'll give you an example on the next slide 0:17:10.660 --> 0:17:12.900 to help put it into context. Uh, this is a 0:17:12.900 --> 0:17:15.219 working example from a colleague, so he may be on 0:17:15.219 --> 0:17:18.060 the call. Um, as part of their role, they're always 0:17:18.060 --> 0:17:19.099 traveling within APAC. 0:17:19.819 --> 0:17:22.169 For those of you that travel frequently for work, you know, 0:17:22.180 --> 0:17:24.260 there's a lot of admin that comes with it, templates 0:17:24.260 --> 0:17:26.209 that you need to fill for approvals and so on. 0:17:26.459 --> 0:17:29.760 Now what they've done is essentially create a multi-agent collaboration. 0:17:29.979 --> 0:17:32.890 So 3 agents that work together and curate a response 0:17:32.890 --> 0:17:35.329 that answers their needs and then can be put into 0:17:35.329 --> 0:17:38.020 a Need Excel for their EA to approve. Now when 0:17:38.020 --> 0:17:40.579 prompting Find me tickets to Sydney in March and the 0:17:40.579 --> 0:17:43.979 best hotel that's close to my office, it's all filtered 0:17:43.979 --> 0:17:45.339 through a supervisor agent. 0:17:45.969 --> 0:17:48.469 So this is the one that orchestrates and governs, and 0:17:48.469 --> 0:17:50.630 remember these all speak to each other, right? Now there's 0:17:50.630 --> 0:17:54.349 agents under that that understand the user's personal preference based 0:17:54.349 --> 0:17:58.310 on their history, um, their digital patterns, etc. One that 0:17:58.310 --> 0:18:02.109 understands airline price fluctuations, fill rates for specific flight paths, 0:18:02.189 --> 0:18:05.589 and another that knows the most talked about, uh, hotels 0:18:05.589 --> 0:18:08.819 for social clout and um also the most reasonable costs. 0:18:09.030 --> 0:18:10.390 So they all talk to each other. 0:18:10.939 --> 0:18:13.819 Pull the information together, send it to the supervisor agent, 0:18:13.939 --> 0:18:16.920 which then gets passed over to the person, they then 0:18:16.920 --> 0:18:19.300 can say, yep, go ahead and book it. It all 0:18:19.300 --> 0:18:22.489 gets dumped into um the template and sent to the EA. 0:18:22.739 --> 0:18:24.780 So it's easy to see how it works for consumers, 0:18:24.819 --> 0:18:27.859 but again, you know, what about us as advertisers? So 0:18:27.859 --> 0:18:30.938 in this scenario, um, if you're an airline, if you 0:18:30.939 --> 0:18:33.899 are a hotel, if you are travel insurance, if you 0:18:33.900 --> 0:18:35.189 are a taxi company, 0:18:35.890 --> 0:18:38.689 You need to be thinking about how these agents can 0:18:38.689 --> 0:18:42.319 help pull you into these options, so your brand again 0:18:42.319 --> 0:18:44.770 um is becoming front and center, and that's the challenge 0:18:44.770 --> 0:18:48.160 we need to prepare for. So 3 things, um, on this, 0:18:48.250 --> 0:18:52.369 I would say is examine and understand what large language 0:18:52.369 --> 0:18:55.329 models are saying about your brand. Um, it's really about 0:18:55.329 --> 0:18:58.209 knowing how we're being recommended in response to user questions, 0:18:58.300 --> 0:19:02.040 that's critical. Second is experiment with your search approach. 0:19:02.689 --> 0:19:06.479 I think experimenting with director agent strategies is something new 0:19:06.479 --> 0:19:09.550 for us, but something we'll need to be considering. Essentially, 0:19:09.560 --> 0:19:12.169 we'll need to know how we can win valuable digital 0:19:12.170 --> 0:19:16.760 shelf space, because based on, you know, the velocity of e-commerce, 0:19:16.839 --> 0:19:18.760 it's gonna get to a stage where AI is doing 0:19:18.760 --> 0:19:20.520 the shopping for us, scary, I know, but I think 0:19:20.520 --> 0:19:23.660 it's heading that way, um, and elevate our product data. 0:19:23.760 --> 0:19:27.000 So the, today's agents at least, they need information to 0:19:27.000 --> 0:19:29.920 be structured and detail, um, oriented. 0:19:30.239 --> 0:19:33.000 So we need to focus on attributes and descriptions that 0:19:33.000 --> 0:19:36.079 are optimized for AI agents to be able to, to 0:19:36.079 --> 0:19:36.719 take on board. 0:19:37.369 --> 0:19:40.260 Yeah, so Eric, you're recommending that everyone do sort of, 0:19:40.319 --> 0:19:44.599 sort of a mind map, right, of, of potential of, 0:19:44.609 --> 0:19:47.188 of what their potential ecosystem looks like and how they 0:19:47.189 --> 0:19:49.680 can plug into partners. 0:19:50.579 --> 0:19:54.209 100%, and I'd say like at the start we talked about, 0:19:54.380 --> 0:19:56.780 you know, AI and search, so that's one thing, there's 0:19:56.780 --> 0:19:59.380 AI searching, you know, the web ecosystem, but now we're 0:19:59.380 --> 0:20:03.099 thinking about, OK, how is, how are these agents um 0:20:03.099 --> 0:20:06.260 kind of collecting information, so you're 100% correct, it's like, alright, 0:20:06.540 --> 0:20:06.688 how 0:20:06.734 --> 0:20:09.484 How do I pull all of my um information and 0:20:09.484 --> 0:20:11.844 put it in the right ecosystem, so if it, it's 0:20:11.844 --> 0:20:14.015 either AI or if it's, you know, large language modeling, 0:20:14.165 --> 0:20:16.494 it's able to be collated and put front and center. 0:20:16.564 --> 0:20:20.274 So yeah, mind map 100%, big room, whiteboard, get all the, 0:20:20.395 --> 0:20:22.285 get all the pieces of paper on the, on the, 0:20:22.364 --> 0:20:22.875 on the wall. 0:20:24.359 --> 0:20:27.000 Alright, I think last one, I'll be quickly on this, 0:20:27.079 --> 0:20:29.800 it's the age of abundance, um, if we go on 0:20:29.800 --> 0:20:31.879 to the next slide, we talk about a few media 0:20:31.880 --> 0:20:34.958 planner complaints, but essentially a challenge we all talk about 0:20:34.959 --> 0:20:37.719 in agency land is the fragmentation of media. You, you 0:20:37.719 --> 0:20:40.400 can't stop hearing about it. And it's true. It's made 0:20:40.400 --> 0:20:42.800 it more difficult to plan as audiences are strewn across 0:20:42.800 --> 0:20:47.290 multiple environments, multiple devices. Um, something that I find quite 0:20:47.290 --> 0:20:50.000 common in Singapore is when faced with the challenge of 0:20:50.000 --> 0:20:52.560 spreading your budget into multiple channels, and I know we 0:20:52.560 --> 0:20:53.760 all hate spreading budgets thin. 0:20:54.500 --> 0:20:58.729 Clients sometimes opt to consolidate into 1 to 2 performance channels, um, 0:20:58.739 --> 0:21:01.849 obviously because you can see more immediate returns on your dollar. 0:21:02.300 --> 0:21:04.810 But what this fragmentation is really forcing us to do 0:21:04.810 --> 0:21:08.099 is consider how we plan for attention overreach. Now it 0:21:08.099 --> 0:21:11.180 can be done through planning for this idea of ecosystems, 0:21:11.229 --> 0:21:14.979 so think AV or screen strategies rather than channel silos. 0:21:15.140 --> 0:21:18.139 Now I've grabbed two graphs from Walk um on the 0:21:18.140 --> 0:21:18.780 next slide. 0:21:19.459 --> 0:21:21.290 Back in the old days, we used to call it 0:21:21.290 --> 0:21:23.619 the multiplier effect, but even now we still see when 0:21:23.619 --> 0:21:26.219 we execute an effective omni-channel campaign, 0:21:26.939 --> 0:21:29.659 There are multiple benefits, but in short, the messaging has 0:21:29.660 --> 0:21:32.780 a better chance of sticking with the consumer. Um, when 0:21:32.780 --> 0:21:35.300 omni-channel planning, we need to also be clear on the 0:21:35.300 --> 0:21:38.579 role of every element within our ecosystem, but furthermore, we 0:21:38.579 --> 0:21:41.339 need to know what the attention levels are of each 0:21:41.339 --> 0:21:44.739 of those to inform how we communicate, along with the 0:21:44.739 --> 0:21:47.500 long-term profit that they can deliver for us. So you 0:21:47.500 --> 0:21:49.819 can see clearly on the graph on the right that 0:21:49.819 --> 0:21:53.060 a smart screen or AV strategy can help, 0:21:53.719 --> 0:21:56.479 Build the reach on social, use your short form content 0:21:56.479 --> 0:21:59.290 that we've spoken about, but also you can use brand 0:21:59.290 --> 0:22:01.369 building and some of those other AV channels so that 0:22:01.369 --> 0:22:03.369 you can get, you know, a mix of that short-term 0:22:03.369 --> 0:22:06.640 and long-term, and obviously, yeah, brand is, I, I think, 0:22:06.689 --> 0:22:09.410 you know, brand is number one. So the three key 0:22:09.410 --> 0:22:12.280 takeouts I'd say in this regard are, 0:22:13.030 --> 0:22:15.430 Moving forward, I think it's important to not lose sight 0:22:15.430 --> 0:22:18.709 of omnichannel channel planning. Obviously it depends on your objectives 0:22:18.709 --> 0:22:21.349 and brief, but we need to start viewing um media 0:22:21.349 --> 0:22:25.869 ecosystems rather than channels in silos. Know what the attention 0:22:25.869 --> 0:22:28.739 decay is on all of your channels, your media agencies 0:22:28.739 --> 0:22:29.419 should know this. 0:22:30.099 --> 0:22:33.189 Also know that sometimes sacrificing reach in favor of attention 0:22:33.400 --> 0:22:36.479 can deliver you more effective gains, not just um in 0:22:36.479 --> 0:22:38.880 the long term but short as well. Um, if we 0:22:38.880 --> 0:22:41.040 have the time, but I know Mis and um Guan 0:22:41.040 --> 0:22:42.680 Hen are gonna talk about this, I'd love to talk 0:22:42.680 --> 0:22:46.079 about Story worlds, but essentially it's how all of these 0:22:46.079 --> 0:22:48.719 channels in your ecosystem can add something to the greatest 0:22:48.719 --> 0:22:51.040 story you're trying to sell. So if you are running 0:22:51.040 --> 0:22:54.280 longform brand in online video as an example, what is 0:22:54.280 --> 0:22:57.629 your short form social doing to extend and, you know, 0:22:57.780 --> 0:22:59.079 benefit that larger story? 0:22:59.449 --> 0:23:02.800 Yeah, I think that's the whistle tool for me. 0:23:03.719 --> 0:23:06.310 Well, Eric, you, you've kind of, kind of sped through 0:23:06.310 --> 0:23:08.238 everything that you've had to share. I'm, you know, and 0:23:08.239 --> 0:23:10.719 there were questions that were just buzzing along, and I'm, 0:23:10.959 --> 0:23:13.958 I'm very happy that you, you came to this point 0:23:13.959 --> 0:23:17.599 where I think very often humans like to think in 0:23:17.599 --> 0:23:21.630 terms of left and right, right or wrong, and all that. And, 0:23:21.760 --> 0:23:23.760 you know, for the longest time, I would say that 0:23:23.760 --> 0:23:26.560 if we live not in a world of or, but 0:23:26.560 --> 0:23:28.920 in a world of and, which is what I think 0:23:28.920 --> 0:23:31.089 Guan Hin will touch on a little bit later on, 0:23:31.280 --> 0:23:32.329 I think we'd be all. 0:23:32.546 --> 0:23:35.545 Better marketers, right? So there was a question about, you know, 0:23:35.625 --> 0:23:37.666 so where does the, what, how does Media Corp play 0:23:37.666 --> 0:23:40.145 in all of this or whatever. So, you know, in 0:23:40.145 --> 0:23:43.056 the same spirit as the animal of the year, the snake, 0:23:43.225 --> 0:23:46.865 I think we've become so incredibly flexible, knowing that, you know, 0:23:46.946 --> 0:23:51.446 a 32nd TV spot also works as, you know, um, 0:23:51.505 --> 0:23:53.985 some that could be transformed into something on radio, which 0:23:53.984 --> 0:23:56.865 could also be transformed into something on social. So, you know, 0:23:56.984 --> 0:24:00.426 with 33 platforms and more than 400 influencers and, you know, 0:24:00.505 --> 0:24:01.385 our studios and everything. 0:24:02.251 --> 0:24:05.771 You know, in the bag, we actually have flex, and 0:24:05.771 --> 0:24:09.171 we're no longer the, the Mediacorp of your, of your 0:24:09.171 --> 0:24:12.531 mom and dad anymore, right? Because we're looking at cutting 0:24:12.531 --> 0:24:16.802 edge solutions, understanding that it is not a world of or. 0:24:17.011 --> 0:24:18.890 You know, you need to do branding, but the branding 0:24:18.891 --> 0:24:21.531 really needs to drive consideration. The consideration needs to drive 0:24:21.531 --> 0:24:24.491 a conversion. And so we've got through the line solutions. 0:24:24.531 --> 0:24:27.452 And so, thank you for sharing that. And I want 0:24:27.452 --> 0:24:30.411 to then now turn the attention over to Munas. 0:24:31.160 --> 0:24:34.729 And who has some really good examples to share with us, 0:24:35.300 --> 0:24:37.819 especially in the social space. Hi Monas. 0:24:38.689 --> 0:24:40.810 Hi, thank you so much, uh, Dashin. 0:24:41.359 --> 0:24:44.420 Uh, I'm Munaan Boonstra, the managing director of Southeast Asia 0:24:44.420 --> 0:24:48.119 at Mons. We're an integrated agency driving creativity, media, technology, 0:24:48.160 --> 0:24:50.829 and innovation. So you can connect with me on LinkedIn. 0:24:50.959 --> 0:24:53.319 Happy to answer any questions you have in the future. 0:24:53.719 --> 0:24:56.438 At this and Munas has actually made time out of 0:24:56.439 --> 0:24:59.839 a very busy trip to Jakarta. So she's actually zooming 0:24:59.839 --> 0:25:03.319 out from Jakarta and I just love how integrated we 0:25:03.319 --> 0:25:05.969 can be on this online platform. So thank you so 0:25:05.969 --> 0:25:08.919 much for making time for us, Mua. No worries, thank you. OK, 0:25:09.000 --> 0:25:10.680 let's start with the next slide. 0:25:11.380 --> 0:25:15.050 So the pace of marketing has accelerated like never before, right? Um, 0:25:15.140 --> 0:25:18.729 driven by the explosive growth of social first content, uh, 0:25:18.739 --> 0:25:21.750 real-time engagement and the demand for hyper personalization. 0:25:22.119 --> 0:25:25.319 So what used to take months for brands to create 0:25:25.319 --> 0:25:28.760 campaigns now can happen in days or even hours. Yet, 0:25:28.969 --> 0:25:32.449 despite the speed, the reality is the marketing ecosystem is very, 0:25:32.520 --> 0:25:34.890 very tangled. This is the reality of what brand and 0:25:34.890 --> 0:25:39.170 marketing managers go through. The current model is very fragmented, complex, 0:25:39.209 --> 0:25:43.770 and layered, uh, involving multiple teams, agencies, and approval processes 0:25:43.770 --> 0:25:47.479 uh across various business units, products, regions and channels. 0:25:48.234 --> 0:25:51.905 So the result is very long production cycles, higher costs, 0:25:52.175 --> 0:25:54.564 and a slower go to market process. And like what 0:25:54.564 --> 0:25:58.944 Eric said earlier on, everybody wants lesser, better, cheaper, right? Production. 0:26:00.734 --> 0:26:03.324 He's the brand manager or marketeer, like all of you 0:26:03.324 --> 0:26:06.635 here and his call, you guys are drowning in endless workflows, 0:26:06.755 --> 0:26:10.564 approvals and production efficiencies. And a lot of that also 0:26:10.564 --> 0:26:14.885 really drains your budgets, right? So, but here's the game changer. 0:26:15.045 --> 0:26:15.764 Next slide. 0:26:16.770 --> 0:26:21.819 AI is rewriting the economics of social and advertising, right? 0:26:22.020 --> 0:26:23.139 So next slide. 0:26:24.060 --> 0:26:30.300 AI is, um, truly collapsing speed, cost, and creative volume 0:26:30.540 --> 0:26:33.859 through a powerful ecosystem of tools that assist. And you 0:26:33.859 --> 0:26:37.300 can use AI for copywriting and translation. So, of course, 0:26:37.540 --> 0:26:39.510 everyone's very familiar with chat GPT, but there are many, 0:26:39.530 --> 0:26:43.550 many others out there. Uh, also using AI for photography. 0:26:43.619 --> 0:26:47.140 So what used to be long photography sessions that are costly, 0:26:47.219 --> 0:26:50.619 takes days, times, edits, can now be done via AI. 0:26:51.069 --> 0:26:54.198 Uh, also simple AI background editing and changes for all 0:26:54.199 --> 0:26:57.560 of you who are going into e-commerce. Uh, also, with 0:26:57.560 --> 0:27:01.109 social first approach and digital approach, uh, you will need 0:27:01.109 --> 0:27:05.280 your campaigns to be in different sizes, right, to fit 0:27:05.280 --> 0:27:09.069 for IG, fit for TikTok. I mean, it's endless today, right? 0:27:09.359 --> 0:27:13.660 Hero banners, digital banners, whatever. So you can also now 0:27:13.660 --> 0:27:16.989 use AI to resize and adapt. So that speeds up 0:27:16.989 --> 0:27:18.239 the process by a lot. 0:27:18.699 --> 0:27:22.359 Um, and also using AI to do all the different 0:27:22.359 --> 0:27:28.030 versions for scale. So the result is better, faster, cheaper, 0:27:28.239 --> 0:27:32.959 marketing assets without compromising quality. Yay, for all marketeers. It's 0:27:32.959 --> 0:27:36.160 something that you guys want to hear. Um, now, with 0:27:36.160 --> 0:27:39.679 all this talk of AI, you might wonder, does creativity 0:27:39.680 --> 0:27:40.800 then disappear, right? 0:27:41.209 --> 0:27:45.239 Uh, quite the opposite. Uh, AI is not replacing creativity. 0:27:45.369 --> 0:27:47.669 In fact, it's amplifying it, and I think, you know, 0:27:47.800 --> 0:27:50.489 Guan Hen will give you very, very good in-depth knowledge 0:27:50.489 --> 0:27:53.680 on that later. Here is a perfect example of how 0:27:54.010 --> 0:27:59.329 AI and human ingenuity can feel massive creativity and hyper 0:27:59.329 --> 0:28:03.839 personalization for a brand. So today's consumers crave hyper personalization 0:28:03.839 --> 0:28:08.869 and creativity because we're in this world of content, content, content, content, right? 0:28:09.010 --> 0:28:10.329 Everything has to be entertainment. 0:28:10.739 --> 0:28:13.099 So especially in this case for for Burger King, uh, 0:28:13.180 --> 0:28:16.540 which is the food and beverage industry, where taste is 0:28:16.540 --> 0:28:22.179 very personal and experience is everything, right? So gamification fuels 0:28:22.180 --> 0:28:27.219 engagement with interactive challenges and it rewards by increasing participation 0:28:27.219 --> 0:28:32.050 by about 48%. The, the thrill of competition and achievement 0:28:32.380 --> 0:28:36.420 keeps customers coming back for more, right? So that's that gamification, 0:28:36.459 --> 0:28:38.619 curiosity like, OK, what's next, what's next, you know. 0:28:39.099 --> 0:28:44.180 Um, so, AI is definitely reshaping marketing, right? Uh, a 0:28:44.180 --> 0:28:48.750 report shows that, um, 81% of consumers are open to 0:28:48.750 --> 0:28:53.030 AI-driven personalization that enhance their brand experience. So even though 0:28:53.030 --> 0:28:55.229 you know AI is probably the one that's delivering this 0:28:55.229 --> 0:29:00.010 to you, you're OK. You are absolutely OK with it already. So, 0:29:00.270 --> 0:29:02.709 Burger King took uh innovation. 0:29:03.130 --> 0:29:06.010 To the next level, whereby they developed an AI driven 0:29:06.010 --> 0:29:10.810 platform that lets users create unique Whopper ingredient combinations. You 0:29:10.810 --> 0:29:14.719 all know the Whopper, uh, through a bespoke web experience, 0:29:14.949 --> 0:29:19.650 leveraging advanced AI and diffusion-based technologies, whereby they then transform 0:29:19.650 --> 0:29:25.719 user-generated ideas into personalized AI generated ads with immersive thematic visuals, 0:29:25.729 --> 0:29:28.800 which are then expanded to social platforms. So, 0:29:29.390 --> 0:29:33.510 The result, it's a groundbreaking fusion of creativity, AI and 0:29:33.510 --> 0:29:37.500 gamification that redefines customer engagement. So let's watch how all 0:29:37.500 --> 0:29:40.040 this comes to life in the Burger King Million Dollar 0:29:40.040 --> 0:29:41.010 Whopper case study. 0:29:52.140 --> 0:29:53.469 No, you're here to make a whopper. 0:29:54.369 --> 0:29:57.880 I'm your trusty AI companion Grillio. Now how are you 0:29:57.880 --> 0:29:59.000 going to top your whopper? 0:30:02.640 --> 0:30:03.890 Oh, now we're talking. 0:30:06.170 --> 0:30:08.239 That could be a million dollar combination. 0:30:12.729 --> 0:30:12.739 Yeah. 0:30:13.619 --> 0:30:14.810 Look at what you've made 0:30:18.619 --> 0:30:21.890 No Whopper is complete without a world class ad. Let's 0:30:21.890 --> 0:30:23.290 crown your Whopper creation. 0:30:26.969 --> 0:30:27.359 This is my 0:30:29.180 --> 0:30:32.180 Cotton candy and other toppings with some gummy bear and 0:30:32.180 --> 0:30:34.859 licorice in there try and top that if you dare. 0:30:38.819 --> 0:30:39.569 your way 0:30:41.660 --> 0:30:43.099 How are you gonna top it? 0:30:44.400 --> 0:30:46.839 OK, so there's a question in Q&A, like how, how 0:30:46.839 --> 0:30:50.800 did AI campaigns, you know, bring value or sales? Well, 0:30:50.920 --> 0:30:57.089 this basically resulted in 2.93 million AI Whoppers created. Um, 0:30:57.239 --> 0:31:03.040 it created 1.27 million free Whopper UGC ads that went 0:31:03.040 --> 0:31:06.160 online on social media platforms, but most importantly, there was 0:31:06.160 --> 0:31:09.359 a massive surge of Whopper sales by 28%. 0:31:09.800 --> 0:31:13.760 So this goes to show that an AI driven campaign 0:31:13.760 --> 0:31:17.170 can lead to sales. Southeast Asia is one of the 0:31:17.170 --> 0:31:21.530 fastest growing digital markets, right? Driven by hyper-social mobile first consumers. We, 0:31:21.650 --> 0:31:23.910 we're all on the mobile, we're all on the apps, right? 0:31:24.130 --> 0:31:28.099 So to stay ahead, brands must expand beyond the usual Instagram, TikTok, 0:31:28.130 --> 0:31:31.010 and Facebook, just as what Eric had mentioned earlier on, right? 0:31:31.079 --> 0:31:33.699 Omnichannel marketing is very, very important. 0:31:34.119 --> 0:31:36.640 Um, so, but we need to tap into the unique 0:31:36.640 --> 0:31:39.880 strengths of the emerging and dominant social platforms in the region, right? 0:31:40.040 --> 0:31:43.449 Each platform serves a different purpose. Understanding the strength and 0:31:43.449 --> 0:31:46.729 role is key in maximizing engagement and impact. So take 0:31:46.729 --> 0:31:49.170 WhatsApp for example, while traditionally it's a messaging. 0:31:49.255 --> 0:31:52.635 A, it has evolved into a powerful social commerce tool, 0:31:52.844 --> 0:31:56.795 integrating even with AI chatbots for direct to consumer engagement. 0:31:57.045 --> 0:32:00.285 So this has also now become social commerce platform and 0:32:00.285 --> 0:32:03.204 also a social channel, WhatsApp, which is something we never 0:32:03.204 --> 0:32:06.364 thought would be possible, right? Uh, and in places like Singapore, 0:32:06.525 --> 0:32:11.324 Malaysia and Indonesia, especially, brands are definitely leveraging WhatsApp business 0:32:11.324 --> 0:32:15.505 as a lead generation channel, a conversational commerce tool, and 0:32:15.805 --> 0:32:17.724 customer service and retention driver. 0:32:18.089 --> 0:32:22.209 Again, this is something that's a huge thing and it's 0:32:22.209 --> 0:32:25.569 actually not even costly for businesses to do. So sometimes 0:32:25.569 --> 0:32:28.089 people think oh omnichannel like what Eric said, oh your 0:32:28.089 --> 0:32:30.849 budget be thinned out. That's not true. There are very 0:32:30.849 --> 0:32:36.930 cheap options, right? We have the rise of relatable uh influence, right? 0:32:37.010 --> 0:32:40.589 Local and micro nano influences are leading the way. So 0:32:40.589 --> 0:32:43.959 according to Meta, about 70% of Southeast Asia. 0:32:44.253 --> 0:32:48.892 consumers are relying on influencers before making a purchase. So 0:32:48.892 --> 0:32:52.652 Sephora here is a great example. They utilize local influencers 0:32:52.652 --> 0:32:57.883 in the TikTok and Instagram strategy. So forget macro, mega, 0:32:57.973 --> 0:33:02.093 or celebrity influencers. The real game changers today are actually 0:33:02.093 --> 0:33:06.493 the micro and nano influences. Uh, these are everyday people 0:33:06.493 --> 0:33:08.853 who are highly active on social media. That could be 0:33:08.853 --> 0:33:10.012 any of us, and 0:33:10.066 --> 0:33:12.656 We are deeply connected to the communities. You no longer 0:33:12.656 --> 0:33:16.026 need to have high followers to be this person. Why? 0:33:16.475 --> 0:33:21.416 Because higher engagement and authenticity and conversion rates is what 0:33:21.936 --> 0:33:28.936 gives consumers the trust for real voices over polished celebrity endorsements, right? 0:33:29.095 --> 0:33:32.605 So local micro and nano influencers, they connect directly with 0:33:32.605 --> 0:33:35.975 niche audiences for localized impact. 0:33:36.760 --> 0:33:40.439 So it is a very cost effective and scalable uh 0:33:40.439 --> 0:33:42.920 thing to do for brands. Uh, you can work with 0:33:42.920 --> 0:33:48.030 multiple influences uh to reach diverse demographics without breaking the bank. 0:33:49.670 --> 0:33:55.229 So, in this final example is how a brand turned 0:33:55.229 --> 0:34:00.640 a nobody to a brand icon, an absolute nobody. It 0:34:00.640 --> 0:34:01.989 could be any one of us, right? 0:34:02.359 --> 0:34:05.550 And this is a Cannes gold winning case study, uh, 0:34:05.640 --> 0:34:08.159 in a bold move, Mercado Libre, which is the Amazon 0:34:08.159 --> 0:34:11.159 or Shopee of Latin America, uh, they turned this absolute 0:34:11.159 --> 0:34:16.759 nobody into their own celebrity brand influencer without anyone realizing it, right? 0:34:16.879 --> 0:34:19.919 So with by infiltrating a popular TV show, so you 0:34:19.919 --> 0:34:23.479 guys can think of these ideas and contact Morp. No ads, 0:34:23.679 --> 0:34:24.330 no logo. 0:34:26.469 --> 0:34:29.218 Right? And, and this is the thing that they did, 0:34:29.340 --> 0:34:33.739 very unbrand. There was no ads, no logos, right? Something 0:34:33.739 --> 0:34:36.779 that we don't think works in marketing 101. It's just 0:34:36.780 --> 0:34:41.850 organic storytelling. They ended up educating millions about their brand, 0:34:42.139 --> 0:34:46.500 turning an absolute unknown figure into a viral social media sensation. 0:34:47.040 --> 0:34:52.040 This is the power of unbranded storytelling, providing, proving that 0:34:52.040 --> 0:34:55.229 sometimes going unbrand is the smartest way to build the brand. 0:34:55.719 --> 0:34:57.879 So I hope this inspired new ways for you guys 0:34:57.879 --> 0:35:02.429 to disrupt, engage and create brand love in unexpected places. Um, 0:35:02.439 --> 0:35:05.719 and next to Guan Hen, the creative maestro. 0:35:07.290 --> 0:35:13.279 Heyn. Wow, bring us home to a big finish. Yeah, 0:35:13.489 --> 0:35:17.489 fantastic presentation, Mona. Hey, um, I just wanted to say 0:35:17.489 --> 0:35:21.520 thanks Dashan for also introducing a great introduction for me 0:35:21.520 --> 0:35:24.330 and just want to let everyone know that Dashan is 0:35:24.330 --> 0:35:27.330 also a Hall of Fame for the media mongol, so 0:35:27.330 --> 0:35:28.600 congratulations to you. 0:35:29.060 --> 0:35:32.439 You know, it's been proven that creativity, right, can maximize 0:35:32.439 --> 0:35:35.360 with each dollar spent and to get the eyeballs needed 0:35:35.360 --> 0:35:39.030 to improve your ROI. You know, as Eric mentioned just now, 0:35:39.199 --> 0:35:42.959 how creativity can be used to beat the algorithms, which 0:35:42.959 --> 0:35:47.199 is fantastic. Creativity, as you know, we all know, has 0:35:47.199 --> 0:35:52.000 been the lifeblood of innovation. So in 2025, I think 0:35:52.000 --> 0:35:55.679 the way the brands connect with the audience is evolving 0:35:55.679 --> 0:35:56.509 rapidly as you 0:35:56.555 --> 0:35:59.906 You can see from both the presentations. And today, I'll 0:35:59.906 --> 0:36:04.706 explore three trends driving the most inspiring campaigns, right? Purpose 0:36:04.706 --> 0:36:11.176 driven innovation, AI driven personalization and gamification, paired with multi-sensorial 0:36:11.176 --> 0:36:17.825 engagement from award-winning examples from the Asia Asia Awards. So 0:36:17.825 --> 0:36:21.986 I'm the APEC regional director of the One Club and 0:36:21.986 --> 0:36:23.986 we do um you know, foster these. 0:36:24.062 --> 0:36:29.132 Creative awards and we hope to share as much as possible. Also, 0:36:29.210 --> 0:36:32.652 I'll be exploring from my book Collide embracing conflict to 0:36:32.652 --> 0:36:36.401 boost creativity, a bestselling penguin, and want to share with you, 0:36:36.531 --> 0:36:40.291 creativity doesn't come from a vacuum, it also comes from 0:36:40.291 --> 0:36:45.451 a friction, right, where unexpected ideas collide, technologies collide, cultural 0:36:45.451 --> 0:36:51.412 shifts collide, and innovation will, will just spark and expand. 0:36:51.919 --> 0:36:54.600 So let's go to the next slide. The first trend 0:36:54.600 --> 0:36:59.138 I want to talk about is purpose-driven innovation and social impact. 0:36:59.310 --> 0:37:03.870 You know, purpose is the new currency, right? Today's consumers 0:37:03.870 --> 0:37:06.790 demand brands for stand for something meaningful, right? 0:37:07.500 --> 0:37:10.600 So two examples I shared with you from Vaseline skin 0:37:10.600 --> 0:37:14.199 for skins done in Singapore for the region and to 0:37:14.199 --> 0:37:18.399 match burn burn victims who donated skin. And there is 0:37:18.399 --> 0:37:23.360 another example from New Zealand for pedigree adoptable campaigns to 0:37:23.360 --> 0:37:25.479 help shelter dogs to find homes, right? 0:37:25.850 --> 0:37:30.419 And these societal challenges isn't always easy, it's not very comfortable, 0:37:30.550 --> 0:37:33.709 but when brands step up to make these challenging spaces, 0:37:33.830 --> 0:37:38.459 they create powerful, authentic stories that resonate. So let's go 0:37:38.459 --> 0:37:39.310 to the next slide. 0:37:40.149 --> 0:37:44.209 This is an example for pedigree adoptable campaign and it's 0:37:44.209 --> 0:37:48.919 a perfect example. As you as you've seen from Muna's work, right, 0:37:49.169 --> 0:37:53.090 again using AI, but I thought this particular work not 0:37:53.090 --> 0:37:56.530 only won tons and tons and awards, right, it's using 0:37:56.530 --> 0:37:58.750 AI for purpose. It created 0:37:58.949 --> 0:38:05.469 Personalized at showcasing, shelter dog's personality and preference, and also 0:38:05.469 --> 0:38:10.770 potential adopters connected emotionally well to each dog's story, leading 0:38:10.770 --> 0:38:15.169 to increased um you know dogs being adopted. This campaign 0:38:15.169 --> 0:38:17.350 was a collision of compassion. 0:38:17.750 --> 0:38:24.020 And technology. So again, combining AI with emotional storytelling, pedigree 0:38:24.020 --> 0:38:30.139 made a a world-class impact, reinforcing the brand purpose. Let's 0:38:30.139 --> 0:38:36.320 watch the next case study. Purpose advertising. 0:38:37.209 --> 0:38:39.629 Pedigree and Nexus Studios present. 0:38:41.020 --> 0:38:41.939 Adaptable 0:38:44.070 --> 0:38:47.989 Adaptable uses machine learning to transform a basic photo of 0:38:47.989 --> 0:38:51.429 a shelter dog into studio quality photography. 0:38:53.179 --> 0:38:56.540 That shelter dog can then be inserted into any digital 0:38:56.540 --> 0:38:57.500 pedigree ad. 0:39:00.020 --> 0:39:04.239 Each ad directs people to a personalized landing page. Here 0:39:04.239 --> 0:39:06.709 they can learn more about the dog they just saw 0:39:07.120 --> 0:39:10.678 and when adopted, that dog is instantly dropped out of 0:39:10.679 --> 0:39:11.759 media rotation. 0:39:13.419 --> 0:39:17.699 Now every pedigree campaign can feature an adoptable dog 0:39:17.699 --> 0:39:17.939 near 0:39:17.939 --> 0:39:21.620 you. Adoptable uses an AI model that is trained to 0:39:21.620 --> 0:39:24.500 understand the exact visual composition and the nuance of the 0:39:24.500 --> 0:39:29.300 specific dog. Fur length, body shape and color identity can 0:39:29.300 --> 0:39:32.139 all be customized to match the individual dog waiting in 0:39:32.139 --> 0:39:35.419 the shelter, right down to its unique markings. 0:39:37.399 --> 0:39:39.889 And because the rig is fully augmentable, the dog can 0:39:39.889 --> 0:39:42.209 be positioned to suit any immediate format. 0:39:45.899 --> 0:39:49.739 But currently 1 in 5 adopted dogs are returned to shelters. 0:39:50.510 --> 0:39:54.350 Using geographic data like proximity to parks and household sizes, 0:39:54.469 --> 0:39:58.069 adoptable matches dogs to the locations that suit them best. 0:39:59.830 --> 0:40:03.429 We're using really bleeding edge technology that's never been done 0:40:03.429 --> 0:40:06.629 before to help us as an activist brand really move 0:40:06.629 --> 0:40:11.029 our purpose forward. Adoptable is transformational for us at Pedigree 0:40:11.030 --> 0:40:13.830 because it puts our purpose at the heart of everything 0:40:13.830 --> 0:40:16.889 that we do. Now, every $1 we spend on digital 0:40:16.889 --> 0:40:19.189 out of home will not only help to bring our 0:40:19.189 --> 0:40:21.909 products to the world, it will help bring adoptable dogs 0:40:21.909 --> 0:40:22.429 to the world too. 0:40:26.100 --> 0:40:31.899 The second trend is AI driven personalization and creative augmentation. 0:40:32.149 --> 0:40:35.109 You know, for example, campaigns like Play Library, which I'll 0:40:35.110 --> 0:40:38.709 share with you in a second, which turned literature into gamification, 0:40:38.790 --> 0:40:43.959 interactive experience, and the adoptable you just saw shows AI 0:40:43.959 --> 0:40:47.620 potential to create deeply personal and relevant stories. 0:40:48.219 --> 0:40:51.919 As you can see, right, AI doesn't really replace creativity, 0:40:52.000 --> 0:40:55.879 it enhances it. It allows us to analyze behavior and 0:40:55.879 --> 0:40:58.669 tailor make the experience in real time. 0:40:59.479 --> 0:41:02.370 And the most important thing is that we need to 0:41:02.370 --> 0:41:07.120 embrace um you know, AI. AI isn't creative on its own. 0:41:07.250 --> 0:41:09.560 I mean, AI is not going to take over our jobs, 0:41:09.570 --> 0:41:12.689 but people who know how to use AI will. The 0:41:12.689 --> 0:41:17.120 breakthrough comes through from the collision of AI's capabilities with 0:41:17.120 --> 0:41:18.530 human imagination. 0:41:19.139 --> 0:41:22.969 So the next slide is the example done in Singapore 0:41:22.969 --> 0:41:28.580 by um Lear, right, and it combines transforming literature into 0:41:28.580 --> 0:41:35.089 interactive experience. They turn static literature into interactive sensory experiences. 0:41:35.260 --> 0:41:38.000 So as you know, you know, book reading is not 0:41:38.000 --> 0:41:39.659 that popular. You see bookshops are closed. 0:41:40.264 --> 0:41:44.745 But this great example uses AI to employ large language 0:41:44.745 --> 0:41:49.145 models like JGBT train on extensive, you know, um, books, 0:41:49.264 --> 0:41:53.784 data sets, and the AI transform very linear, boring, um, 0:41:53.794 --> 0:41:57.745 you know, traditional storytelling into a game mission based on 0:41:57.745 --> 0:42:03.024 the key plots and character development. This campaign really demonstrates 0:42:03.024 --> 0:42:07.465 the power of creative collision between all traditional media like 0:42:07.465 --> 0:42:08.544 you know, books. 0:42:08.919 --> 0:42:14.030 Into new ways of playing with your customers using AI 0:42:14.030 --> 0:42:19.159 and this intersection really leads to fresh perspective, but most important, 0:42:19.239 --> 0:42:22.989 as you can see from this creativity, it's exciting, it's engaging, 0:42:23.159 --> 0:42:27.439 it will help hopefully improve your ROI. So let's watch this. 0:42:31.850 --> 0:42:36.149 Let's face it, kids don't read anymore. For decades, technology 0:42:36.149 --> 0:42:38.969 keeps giving them more tempting things to do. And now 0:42:38.969 --> 0:42:41.969 with AI teachers think it's the final blow to reading. 0:42:42.050 --> 0:42:44.590 I was absolutely panic. But what if the problem could 0:42:44.590 --> 0:42:49.250 become the solution? Introducing Playbrewery, an AI that turns books 0:42:49.250 --> 0:42:51.729 into something kids love the video game. 0:42:52.159 --> 0:42:54.610 And for this we hired someone who has read all 0:42:54.610 --> 0:42:58.009 the books in the world, Jet GBT. It is capable 0:42:58.010 --> 0:43:01.609 of telling famous stories preserving the original writing, the author's 0:43:01.610 --> 0:43:05.239 unique tone of voice, and character dialogues again and again. 0:43:06.139 --> 0:43:09.100 We've launched a custom built version of Chad GPT that 0:43:09.100 --> 0:43:12.939 deconstructs a linear plot into a branching story allowing readers 0:43:12.939 --> 0:43:16.750 to become players. Pick a book, Playbury will transform it, 0:43:16.899 --> 0:43:20.379 introducing characters and turning each scene into a mission. We 0:43:20.379 --> 0:43:21.899 want some graphics. I want some graphics. 0:43:22.770 --> 0:43:25.969 It will even prompt itself to generate Pixel art graphics 0:43:25.969 --> 0:43:29.010 for every step of the story. You choose or prompt 0:43:29.010 --> 0:43:32.370 how the story unfolds and it adapts to you. After 0:43:32.370 --> 0:43:35.569 a few chapters, Playbury offers to borrow the actual book 0:43:35.570 --> 0:43:38.280 for free from the library and read the full story. 0:43:39.860 --> 0:43:43.658 Launched in libraries across Singapore, it offers visitors a radically 0:43:43.659 --> 0:43:47.139 new way to read, extended to schools where kids could 0:43:47.139 --> 0:43:51.750 finally play games. Singapore was playing books and kept asking 0:43:51.750 --> 0:43:52.370 for more. 0:43:53.810 --> 0:43:57.389 It's interesting how the National Library of Singapore uses AI 0:43:57.389 --> 0:44:01.469 to transform the reading experience and uses gaming to appeal 0:44:01.469 --> 0:44:03.669 to readers, especially the younger ones. 0:44:09.840 --> 0:44:14.199 Playbury reimagines global education and reading, creating a more engaging 0:44:14.199 --> 0:44:17.389 and imaginative future in harmony with technology. 0:44:18.570 --> 0:44:22.570 How was it again? The book is better than the game. Honestly, 0:44:22.969 --> 0:44:24.040 we think it's both. 0:44:26.010 --> 0:44:30.320 Yeah, it's a fantastic idea from the park. And um 0:44:30.320 --> 0:44:33.319 so let's move on to the third and last trend, 0:44:33.399 --> 0:44:37.069 which is gamification and multi-sensory engagement. 0:44:37.469 --> 0:44:40.850 You know, in an era where we've seen from, you know, 0:44:41.270 --> 0:44:44.229 what's happening around the world, attention span is getting shorter 0:44:44.229 --> 0:44:49.149 and shorter. We need consumers to really capture, um, you know, 0:44:49.590 --> 0:44:53.120 we need our work to capture their attention and gamification 0:44:53.120 --> 0:44:57.509 taps in their love for play. So campaigns like Vaseline 0:44:57.510 --> 0:45:01.250 from ONM, virtual skins, gafiess meaningful causes, 0:45:01.695 --> 0:45:04.885 social impact, as you can see from the last two 0:45:04.885 --> 0:45:08.614 campaigns I've just shared with you, multi-sensory storytelling, you know, 0:45:08.665 --> 0:45:13.534 engaging the sight, sound, touch creates really emotional bonds and 0:45:13.534 --> 0:45:17.975 moments that audience will never ever forget. The magic comes 0:45:17.975 --> 0:45:22.965 from emerging entertainment with purpose, crafting experiences that are both 0:45:22.965 --> 0:45:25.013 joyful and meaningful. 0:45:25.649 --> 0:45:28.678 In the next slide, I want to share with you 0:45:28.679 --> 0:45:34.060 this Vaseline virtual skins, offering gamers a chance to help 0:45:34.060 --> 0:45:39.750 raise awareness for burn victims through an integrated in-game experience. 0:45:40.000 --> 0:45:40.860 You know, this game. 0:45:41.070 --> 0:45:46.830 Succeeded because it raised the collision of two seemingly unrelated worlds, 0:45:46.949 --> 0:45:51.029 the gaming and the social impact, right? And then when 0:45:51.030 --> 0:45:56.040 these collide, extraordinary experiences, creativity emerges. 0:45:56.790 --> 0:45:59.949 What connects these trends is their emotional impact, as you 0:45:59.949 --> 0:46:04.270 can see from these examples. Purpose engages the heart. You know, 0:46:04.429 --> 0:46:07.620 purpose doesn't need to be so big, right? People need 0:46:07.620 --> 0:46:10.840 to care about what they're selling because if people don't care, 0:46:11.070 --> 0:46:15.969 they'll never share. AI engages the mind and gamification taps 0:46:15.969 --> 0:46:20.429 into the joy of participation, right? Again, you know, all 0:46:20.429 --> 0:46:23.830 these come from a friction of unexpected ideas colliding. 0:46:24.570 --> 0:46:30.389 technology, in humanity, traditional and innovation, data and emotional. And 0:46:30.389 --> 0:46:34.149 that's where the magic happens. In conclusion, right? What does 0:46:34.149 --> 0:46:36.870 it mean for all of us, right? Be bold, right? 0:46:37.060 --> 0:46:40.620 That's what I'm sharing with you. Be authentic, be experimental, 0:46:40.989 --> 0:46:46.388 because when you align with clear purpose, authenticness happens. Make 0:46:46.389 --> 0:46:51.029 it real, make it relatable, make it relevant. Second, embrace AI. 0:46:51.350 --> 0:46:55.229 not as a competition, but as collaborator. You know, AI 0:46:55.229 --> 0:47:01.629 is not just called artificial intelligence. Let it be amplified imagination, 0:47:01.909 --> 0:47:08.109 amplified imagination, and finally, designed for play because joy brings 0:47:08.110 --> 0:47:13.030 deeper connection between your brand and your consumers with what 0:47:13.030 --> 0:47:16.949 Mona's section was all about, right? She speaks about gamification 0:47:16.949 --> 0:47:18.229 and that's so true. 0:47:18.679 --> 0:47:26.179 So, importantly, just embrace creative collisions because innovation thrives where ideas, cultures, 0:47:26.219 --> 0:47:30.139 and technology meet and collide and that's how we create 0:47:30.139 --> 0:47:33.179 future ready brands. Again, if you like to explore how 0:47:33.179 --> 0:47:35.889 your brands can be future ready, I'd love to help. 0:47:36.060 --> 0:47:38.859 Do connect with me on LinkedIn and I hope these 0:47:38.860 --> 0:47:41.569 trends will be relevant in what you're working on right now. 0:47:41.739 --> 0:47:42.819 Over to you, Dashin. 0:47:43.449 --> 0:47:46.589 Yeah. Um, one, thank you, thank you for that. Actually, 0:47:46.850 --> 0:47:50.179 I'm very happy you brought up the whole point about purpose, right? 0:47:50.429 --> 0:47:53.779 And it's the purpose of the brand. Many marketers focus 0:47:53.909 --> 0:47:57.659 on the fact that their purpose is to sell rather 0:47:57.659 --> 0:48:00.459 than what is the purpose of the brand, which actually 0:48:00.459 --> 0:48:04.350 is the thing that creates that emotional connection that allows 0:48:04.350 --> 0:48:06.870 you to storify, allows you to then. 0:48:07.030 --> 0:48:10.649 Connect with the audience and then eventually the outcome is 0:48:10.649 --> 0:48:14.139 that you will sell something, right? But we're so, um, 0:48:14.149 --> 0:48:16.550 because we're looking through the questions in the Q&A, I 0:48:16.550 --> 0:48:18.320 know we're running a little bit late, but I thought 0:48:18.320 --> 0:48:20.428 that there was one question that I kind of just 0:48:20.429 --> 0:48:24.189 wanted to throw out there before we close. Um, all 0:48:24.189 --> 0:48:26.709 of you who put in questions, thank you so much. We, 0:48:26.909 --> 0:48:30.399 we will send out an EDM post this. 0:48:30.629 --> 0:48:34.389 Session that will have all the answers um by the, 0:48:34.590 --> 0:48:37.669 by the relative by the, by the speakers, OK? So 0:48:37.669 --> 0:48:39.509 for all of you, so watch out for that. But 0:48:39.510 --> 0:48:41.709 the one question I wanted to ask, I wanted to 0:48:41.709 --> 0:48:44.948 put that out there about purpose, because there was one 0:48:44.949 --> 0:48:49.110 question that said, now the question is, how do people 0:48:49.110 --> 0:48:54.069 measure ROI in this world where attribution of 0:48:54.120 --> 0:48:58.069 Efforts is so difficult, given all the wall gardens for 0:48:58.070 --> 0:49:01.310 platforms and publishers. How can you be confident that it's 0:49:01.310 --> 0:49:05.870 a specific campaign that's causing uplift versus anything else that's 0:49:05.870 --> 0:49:10.669 going on? That's a very big question. I, I'm not 0:49:10.669 --> 0:49:13.550 sure how we're gonna answer this, but, you know, I'm 0:49:13.550 --> 0:49:16.510 going to throw this at Eric and have him take 0:49:16.510 --> 0:49:17.540 a stab at this one. 0:49:19.010 --> 0:49:22.529 Yeah, tough question. Uh, I feel like, um, yeah, I, 0:49:22.610 --> 0:49:25.860 I'll give it a crack. Um, I think, look, measuring ROI, uh, 0:49:25.929 --> 0:49:27.889 it's always a tough one. It also depends on, you know, 0:49:28.050 --> 0:49:31.409 how deep into the funnel you're looking. Um, probably the 0:49:31.409 --> 0:49:33.770 best but most expensive way is to do some form 0:49:33.770 --> 0:49:37.489 of market mix modeling. Um, I'd say then if you 0:49:37.489 --> 0:49:39.169 don't do that, which is I think a lot of 0:49:39.169 --> 0:49:42.729 brands can't, if to be confident on your specific campaign, 0:49:42.770 --> 0:49:44.989 you probably first need to know your base levels. I 0:49:44.989 --> 0:49:47.010 know it's very difficult for us to, 0:49:47.510 --> 0:49:50.350 Isolate a specific campaign, especially for those that have always 0:49:50.350 --> 0:49:53.219 on running, but then you can start to like work 0:49:53.219 --> 0:49:55.229 in this world of proxies, and I think at least, 0:49:55.270 --> 0:49:57.509 you know, what we do, um, on Apple as well 0:49:57.510 --> 0:49:59.270 is we work with a lot of proxies also because 0:49:59.270 --> 0:50:02.949 we don't look at people's data. So I think it's 0:50:02.949 --> 0:50:05.479 really just figuring out what your base is, knowing what 0:50:05.479 --> 0:50:07.949 that key um objective or return is, and then looking 0:50:07.949 --> 0:50:10.149 at it that way, and then I mean AI for 0:50:10.149 --> 0:50:12.819 better audience engagement in multi-channel marketing. 0:50:13.270 --> 0:50:14.879 There's multiple ways in which you can do it. I 0:50:14.879 --> 0:50:16.750 think something that I'm doing right now is more from 0:50:16.750 --> 0:50:19.429 a discovery level. So using AI to really help me 0:50:19.429 --> 0:50:22.388 hone in on which audiences I should be reaching based 0:50:22.389 --> 0:50:24.549 on what I need, and then I kind of build 0:50:24.550 --> 0:50:28.620 um my insight development, my media strategy from, from there, yeah. 0:50:29.074 --> 0:50:31.074 Right, Eric Eric, just to add on to that, I mean, 0:50:31.354 --> 0:50:33.864 you know, having, having privilege of working with all these 0:50:33.864 --> 0:50:35.995 brands that I that I get to work on, I 0:50:35.995 --> 0:50:40.034 will say, um, in response to that, that question, I 0:50:40.034 --> 0:50:44.875 will say those top tier market leading MNC global brands. 0:50:45.330 --> 0:50:50.169 You know, they're talking about 2030 different data signals that they're, 0:50:50.370 --> 0:50:52.929 that they're pulling together to form a picture. You know, 0:50:52.969 --> 0:50:56.199 we're not even talking about triangulation, right? So we're talking 0:50:56.199 --> 0:50:59.050 about it's so multi-touch point. So I, I will say 0:50:59.050 --> 0:51:01.570 that I fully agree with Eric, you need to know 0:51:01.570 --> 0:51:04.850 what your baselines are, then you need to kind of 0:51:04.850 --> 0:51:07.810 map out your, your, your plan over a year and 0:51:07.810 --> 0:51:08.649 with each. 0:51:08.795 --> 0:51:13.134 Engagement, have a specific data signal that you are looking 0:51:13.135 --> 0:51:16.855 out for, so that over time you're building a view 0:51:16.855 --> 0:51:20.865 on your ROI. You're, you're absolutely right, there is no one, 0:51:21.105 --> 0:51:24.506 you know, magic source of this ROI data. That's why 0:51:24.506 --> 0:51:27.186 um I know for my team, you know, we actively 0:51:27.186 --> 0:51:29.906 hire people from the data side of things because we 0:51:29.906 --> 0:51:32.315 need them to look at the data and be able to. 0:51:32.392 --> 0:51:36.591 Punch it and to then make it into a story that, 0:51:36.802 --> 0:51:39.960 that says one thing or another, right? Because, yeah, it 0:51:39.960 --> 0:51:41.981 all lies in data and how you're collecting it. So 0:51:41.981 --> 0:51:46.082 I fully agree with that. Um, we're at 11:04. I 0:51:46.082 --> 0:51:48.632 just wanted to, and, um, people are leaving the room, so, 0:51:48.642 --> 0:51:52.161 but I just wanted to close with one question to 0:51:52.161 --> 0:51:55.832 everyone on, on my panel. Um, we, and the question is, 0:51:56.800 --> 0:51:57.889 Now, panel. 0:51:58.889 --> 0:52:01.770 What will be keeping you awake? 0:52:02.689 --> 0:52:04.270 In 2025. 0:52:05.159 --> 0:52:07.290 What is the, what is that one thing that will 0:52:07.290 --> 0:52:11.330 be keeping you awake in 2025? Muna, do you want, Mona, 0:52:11.399 --> 0:52:12.049 do you want to start? 0:52:12.879 --> 0:52:15.379 I'm gonna I hate myself for saying this, but it's 0:52:15.379 --> 0:52:25.129 how can we make it better, faster, cheaper for everyone. Yeah, 0:52:25.139 --> 0:52:25.219 I think so. Um, um. 0:52:25.989 --> 0:52:29.679 It's um the fear of keeping up the change. Every 0:52:29.679 --> 0:52:32.199 time when I learn something, something new comes up and 0:52:32.199 --> 0:52:36.000 it's really tough to obviously learn restart again. So the 0:52:36.000 --> 0:52:38.479 fear of keeping up with the change. And I think 0:52:38.479 --> 0:52:41.080 on that one, I would say it's, let's all be 0:52:41.080 --> 0:52:43.879 kinder to ourselves. There really is a lot going on 0:52:43.879 --> 0:52:46.159 in the world. So unless you start from a point 0:52:46.159 --> 0:52:46.379 of 0:52:46.433 --> 0:52:48.822 You know, where you're kinder to yourself and giving yourself 0:52:48.822 --> 0:52:52.583 time to absorb information, rather than beating yourself up every 0:52:52.583 --> 0:52:54.153 day and looking in mirror, waking up, looking in the 0:52:54.152 --> 0:52:56.482 mirror and going, Why am I not there yet? I, 0:52:56.542 --> 0:52:58.532 I think you're, you're going to be the biggest block 0:52:58.532 --> 0:53:01.822 to your, your success and your progress. So I, I 0:53:01.822 --> 0:53:05.062 totally agree with you. I'm going in on that. You know, I, 0:53:05.183 --> 0:53:06.782 I fear that as well. Um. 0:53:06.895 --> 0:53:08.805 Um, but I have learned to be a little bit 0:53:08.805 --> 0:53:11.165 kinder to myself and say, OK, you know, there's some 0:53:11.166 --> 0:53:13.645 things that are, I must know now, there's some things 0:53:13.645 --> 0:53:15.726 that it's OK if I know next month. There are 0:53:15.726 --> 0:53:17.365 some things that are OK if I know 6 months 0:53:17.364 --> 0:53:20.516 from now, it's OK. You know, it will be OK, 0:53:20.605 --> 0:53:23.844 but just pace yourself, right, and not beat yourself up 0:53:23.844 --> 0:53:27.035 about it. Now, Eric, last but not least, 0:53:27.780 --> 0:53:29.889 Yeah, I think, I think about it a lot at night, 0:53:30.060 --> 0:53:32.719 whether we need to rethink about how we reach people, 0:53:33.020 --> 0:53:35.699 is it less about reaching people with pure product and 0:53:35.699 --> 0:53:38.500 more about reaching people with product opinion. So that's kind 0:53:38.500 --> 0:53:40.659 of where my head's at these days, yeah. 0:53:41.100 --> 0:53:43.350 OK. Thank you so much. Thank you so much for 0:53:43.350 --> 0:53:45.939 your time today. Thank you to all of you who, 0:53:46.030 --> 0:53:48.830 who came and joined us today for our first webinar 0:53:48.830 --> 0:53:51.310 of the year. I hope you enjoyed yourself, and I 0:53:51.310 --> 0:53:53.989 hope I've kept, um, to the promise that it was 0:53:53.989 --> 0:53:57.270 going to be a scintillating session. Um, I really enjoyed 0:53:57.270 --> 0:53:59.739 all the examples and I, I personally learned a lot. 0:54:00.070 --> 0:54:02.429 Thank you so much, everyone, for attending.