The IAB meeting on 10th May attracted an audience of over 80 people for breakfast at The Fullerton Hotel and some insights from comScore and Facebook. Joe Nguyen, VP-SEA & India, comScore, kicked of the early morning session with some facts and figures in digital habits across the world and in Asia in particular. comScore reports 56.4% of the world’s online population are using social media. Of that online population, one third are in Asia.
This presentation was followed up with stage interview between Ken Mandel and Erik Johnson, Vice President of APAC for Facebook. Johnson made some useful observations on advertising. In his view, in the old days the advertising in magazines and on TV were entertaining and he thinks we still have to ensure the ads are entertaining when we move into the digital media. He also said marketers need to be more aware that we cannot just move the same advertising from the big screen to the mobile screen. Johnson said many people these days watch TV while accessing Facebook and felt agencies were missing an opportunity to interact across both media.
Facebook, he said moved swiftly with changes and this applied to advertising programmes and partnership deals.
Mandel mentioned the big disconnect between ad spend on main media and the spend on digital media. Johnson said it was a question of time and education.
IAB Singapore are holding another conference ‘Cross Media Synergies in a Digital World’ on Thursday 31 May, again at The Fullerton Hotel. James Galpin of Millward brown and Kerry Brown of Nielsen will be presenting with David Jeffs of Yahoo! as the host.