The Drum Digital Advertising Awards APAC is back for 2019 and we’re looking for anyone in the digital media/trading ecosystem who can show that they offer a high value service or technology.
2018 saw winners from iProspect Singapore for Paypal, Entropia for KFC malyasia, iProspect Taiwan for Yahoo and Aquire Online for ASB New Zealand.
The Drum’s Asia Pacific publisher, Charlotte McEleny tells us what she liked about last year's impactful campaigns leading APAC.
iProspect Singapore and PayPal: driving three times conversion with viewability
Viewability is a metric traditionally looked at for brand awareness campaigns and has remained largely unexplored for performance campaigns. Log-level data has opened an avenue to attribute the real value of viewability in driving conversions.
For PayPal, viewability has become an enabler in pushing the boundaries of performance, resulting in 59% lower cost per acquisition, and 3.1x more conversions.
“It’s a true testament to work like this, and the value that awards and public case studies creates for the industry, that this is being aped by many, many brands less than a year later,” says McEleny. “The brand, agency, publishers and tech partners in this campaign were truly ahead of their time, which means some seriously clued up talent worked on this piece."
Entropia and KFC Delivery Malaysia: when big data created delicious results
Entropia analyzed more than 3.5million transactional data and noticed that people had a tendency to order KFC combos with an ala carte item. From this, KFC created custom combos and offered it exclusively on KFC Delivery.
“2Kaki Lagi Best”, which means two Kakis are better together, was launched and brough together big data and eight zany characters.
This campaign is a really smart idea that uses the best of digital and offline in its execution, insists McEleny. “There’s something really lovely about the bikes created to sit alongside the digital ads. The insight is also the best of digital as it analyzed order data, which influenced new products. It’s a very smart campaign and it drives quick results to business objectives.”
iProspect Tawain and Yahoo Taiwan: how to stand out from the crowds
There is an increasing competition among eCommerce marketplaces in Taiwan from marketplaces like MOMO, PChome online shopping, and Shopee which dominate the market in different ways. How to stand out from the fierce competition and avoid wasting budgets are the main challenges for Yahoo Taiwan’s three major eCommerce platforms.
iProspect Taiwan’s strategy was to optimize the ROAS formula, focusing on increasing the conversion rate. To do so, they needed to improve traffic quality.
The e-commerce categories are becoming hotly contended, McEleny says. “This campaign cleverly looks at quality over scale in improving conversions, which isn’t talked about enough. The strategy is really sophisticated and shows a real mix of understanding people’s shopping habits, and how to use technology to reach them.”
Acquire Online and ASB New Zealand: a story not to be skipped
Skipping and scrolling ads is second nature these days, so Acquire Online partnered with Carat NZ to help ASB engage their audience through an interest-based storytelling experiment.
This campaign shows how programmatic can help unlock the power of branding by building awareness through sequential messaging.
McEleny says the tongue in cheek but overt reference to the habit of skipping ads here is lovely, “As is the clever use of the All Blacks,” she adds. “On the media side of things, the sequencing of the messages is great and encourages people to not only pay attention to one ad, but many ads.”
The Digital Advertising Awards APAC are now open for submissions. The awards are open to anyone in the digital media/trading ecosystem, including advertisers, publishers, agencies, trading desks, technology companies etc.
Get your entries in before 27 June and receive a discounted rate on your application.
Partners of these awards are OpenX and Telaria.