The 2nd guest -Mr. Lars Bjørge, Chief Digital Officer at PhD Media, Greater China, shared the topic《Getting More Value from Media in 2018》.

Everyone knows that media investment empowers the brand growth, but how to get more value from media in 2018 with rapidly inflated media budget?

Lars Bjørge explained current China digital landscape, how to effectively reach real target audience and the challenges we face at the moment.

China Media Landscape

Digital accounts for 60% of all advertising and in 2015 the mobile first time dominated the digital spends, while traditional media is under strong inflationary pressures. The traditional media penetration keeps dropping while digital and mobile is on uptrend and Internet becomes the most time-consuming media for consumers, especially for mobile.
 
Mr. Lars Bjørge pointed out:“Brand should play where your audiences are and adopts a focused approach for a more precise group of target audience”.

·Create value through channel optimization

He also identified 7 trends for brand owners and investors:
1.TV: Even penetration keeps dropping but still the 2nd coverage media among all media type and TV industry are seeking new break-through
2.OTT(Over The TOP): Next growth engine, combining TV and digital altogether
3.OOH (Out of Home Media): Innovative format and trackable data bring the growth
4.Cinema: Embrace new growth and target young
5.Mobile: Become the top1 device to access Internet
6.E-Commerce: A new content hub
7.Video: Short form video booms

Programmatic buy: connect through customer journey with data

Either brand or investors is moving spends from traditional buying to data driven programmatic buy.

·What is programmatic buy?

Programmatic buy is an effective buying method to lower down your cost per reach, in a way of minimizing wastage and targeting as many as your core audience.

Simply said, it’s a combination of consumer data and real time bidding, which give chance to buy your TA (Target Audiences), one single impression at a time.

The digital giants BAT possess the largest user’s data in the world, including purchase history, social behavior, location behavior, search behavior, media preference, and even credit history, but the major limitation is the lack of singular data view, because BAT doesn’t share data reciprocally. Even we only have fragmented data with BAT or 3rd party, it’s still worth to collaborate with giant digital platforms.

Eliminate traffic/budget waste

Another challenge is that we should face the waste, which means the invalid traffic (30%), non-viewable traffic (<10%), and unsafe traffic (5.3%). Therefore, 3rd party monitoring (i.e. Miaozhen, Admaster) is on the rise, despite of added cost.

Engage consumer close to purchase

China is the leader of world E-commerce, twice as much as the US. To be successful in e-commerce, brands must cooperate with key players (i.e. Taobao, JD), not only use them as sales channel but also as a content hub. Current EC platforms are integrated with mature content environment and technology support. Live-streaming is one of successful content formats in Taobao and Tmall, so a comprehensive understanding of platforms will lead to success.

Getting more value from media in 2018

1.Think beyond unit price, make optimized channel mix
2.Spend money where your TA gather
3.Leverage data to track and then connect your TA in steps of their consumer journey
4.Try innovative approaches
5.EC platform is a comprehensive marketing platform from branding to purchasing
6.Avoid media waste and get involve 3rd party to monitor