DISRUPTION & INNOVATION
The surpassing of digital ad spending over TV is inevitable, no less thanks to heavy mobile adoption across the region. Advertisers will also need to step up their game to win the attention of a new generation of digital consumers with the rapid expansion of e-commerce.
While advertisers can no longer afford to slowly toe dip in the digital space, where and how best to ramp up digital spending remains the key consideration.
At Comma 2017, Carat Malaysia CEO Lorraine Capel and Mindshare Managing Director Cindy Chia share their thoughts on digital opportunities in Malaysia and mistakes to avoid.
The session is moderated by Ogilvy & Mather Malaysia CEO David Mayo.
‘They have probably had the biggest pie of our digital share of money. Granted, they are very innovative and has done an incredible job in marketing their products’
‘It’s a comfort and familiarity on the client’s side. Sometimes, this is also being pushed by advertisers because you will never usually get it wrong - putting things like that in a media plan.’
‘Sometimes, we need to recognize there is a whole big world out there, besides Facebook or Google. There’s a lot of things outside of these two worlds that one can do. So more thinking needs to go into that area.’
‘It is very important for us to ensure we are channel neutral. As agencies, we take insights driven by data to build strategies and at the end of the day, what matters is how we engage with clients and how it drives business performance.’
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