August 13, 2013

“I think many of you, except those whose fiscal year starts in July, are already in planning mode for next year. This is the last stretch of the calendar year and we are all faced with crossing our fingers. How many percent will the media inflation will be in 2013? So I encourage you to really, seriously look at digital. It has less expense when it comes to production; you will really be able to measure your Return on Marketing Spent,” said PANA President Margot Torres in her opening remarks at the 9th General Membership Meeting (GMM).

Regional Manager – Emerging Markets SEA for Google, Anand Tilak was tasked to share about “Finding Real Values in Digital.” He started with an anecdote of how slow the internet connection used to be in 1995. He would type the url, let the page download line by line while he descends from the 30th floor to get coffee, take the slowest way upstairs and return to his still downloading computer. This is not the case in the present where in places like Japan or Korea, a full-length HD movie can be downloaded within 2 to 3 minutes according to Tilak. “Digital is NOT just media. It allows you to keep up with consumers.”

With now an estimate of 32 million internet users and 57 million mobile users in the Philippines, Tilak cited that there is a disconnect between what consumers are doing and with what all of us as advertisers are doing. “We are fishing where there are absolutely no audiences,” said Tilak. Based on Nielsen 2011, Nielsen SEA 2011 reports and Google estimates he presented, 48-percent or almost half of the time spent by consumers in the Philippines is on digital media but only 1.2-percent of the budget is allocated for it.

“You can use digital media to create insight, to get ideas, to implement interesting campaigns, to find out how your campaigns have worked and how to make good impact,” advised Tilak as he shared the 4I’s approach.

Nonetheless he does not undermine the use of traditional media but has repeatedly mentioned that it does a beautiful job of creating demand for your brand. Tilak noted that people start searching for a brand online when it has a big offline campaign on-going.

PANA GMMs are interactive forums where industry experts are invited to share information to PANA members on timely and relevant topics; held every last Thursday of the month at the Hard Rock Café, 3/F Glorietta 3, Makati City.

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