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2020 Myanmar Digital Trends

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Simon Bailey
Simon Bailey

Digital marketing trends in Myanmar for 2020 will focus on A/B testing to improve campaign performance, using artificial intelligence for insights and optimization, adopting programmatic advertising for targeting and personalization, leveraging chatbots for customer service, prioritizing video and mobile formats given increasing consumption, using location data and first/third party data for segmentation and targeting, and measuring foot traffic in addition to clicks to understand offline impact. Brand safety, personalization, and audio advertising will also be growing areas of focus.

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2020 DIGITAL TRENDS MYANMAR
Foreword: Simon Bailey, CEO Digital marketing in Myanmar has grown and changed at a startling rate in 2019 and this is set to continue in to 2020. With the fastest mobile data speeds in APAC behind Singapore and 90% smartphone penetration, mobile marketing is fast becoming the priority for all advertisers. Keeping up with these changes and predicting trends is no mean feat so we have consulted with the experts across the digital ecosystem and crunched the numbers to bring you the hot trends for 2020, we hope you enjoy.
#1 TEST, TEST, TEST A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a digital creative, webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a creative are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. As Myanmar marketers strive to drive better performance from their digital campaigns, focus will shift on testing multiple variations of creatives to better understand how their consumers react. These digital insights will ensure future campaigns deliver higher returns on investment.
#2 THE ART OF INTELLIGENCE The necessity for AI and machine learning will grow as advertisers look to unlock deeper insights into their Myanmar consumers. Uses range from digital media buying to content creation and chatbots. Humology uses our AI to analyze massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. Our AI also helps marketers diminish their cost-per-acquisition while generating higher- quality leads by working to find the right match of images, videos, headlines and calls-to-action in campaign materials.
A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a digital creative, webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a creative are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. The Myanmar digital market is maturing with consumers using 6 mobile sites or apps a day on average. Larger Myanmar advertisers are now shifting 60-70% of Digital spend in to programmatic to reap the benefits of better targeting and content personalisation that deliver optimised results. Transparency and control: you see what you pay for and can control your advert placement on an advanced level. Real-time data: the system gathers relevant information about the productivity of your advert campaign and the data about the sites’ visitors to provide you with reliable information for your development. High efficiency: programmatic platforms give you access to several networks and multiple advert channels. Advanced targeting: there are plenty of options offered to advertisers to narrow the audience and to show the adverts only to the people, who are interested in the product. Better audience reach: there are options which allow adjusting days and even time when it is better to show the ads. #3 GO PROGRAMMATIC
Myanmar consumers are becoming accustomed to interacting with chatbots as they are responsive 24/7, communicate in local language, give answers promptly and accurately recall their entire buying history. These virtual assistants offer outstanding customer service, meeting customers’ expectations and automating repetitive tasks whilst also providing rich consumer insights. 63% of respondents prefer messaging an online chatbot to communicate with a business or brand Chatbots will power 85% of customer service by 2020 Top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%) and answers to simple questions (55%). By 2022, chatbots will help businesses save over $8 billion per annum 80% of businesses want chatbots by 2020 #4 IT'S GOOD TO TALK
Myanmar is consuming more video than ever before, it is the second fastest growing market for Youtube in APAC. Interruptive advertising experiences detract from the brand so more respectful formats such as Rewarded Video gain consumer attention and higher completion rates. #5 REAP THE REWARDS
Myanmar consumers are 50% more likely than the Global average to interact with mobile advertising. Brands are now realising that they can hold consumer attention for longer with engaging rich media formats specifically tailored to their interests. Myanmar has some of the highest rich media engagement rates in APAC. Recent campaigns in market have shown 34% engagement rates when run in conjunction with precision targeting and optimisation. Consumers are willing to spend time with brands particularly if the content is personalised to their interests. #6 MAKE IT SO, ENGAGE
The gaming category in Myanmar saw huge growth in 2019 as consumers became more comfortable downloading and sharing apps. Gaming is now the second largest category behind social media reaching not only young adults but also homemakers and businessmen. The gaming category is set to grow 20% yoy in Myanmar. More advertisers will wake up to the opportunity gaming provides and invest advertising spend. Gaming provides a broad reach, context neutral platform across audiences. With no UGC, advertisers are reassured that their content is consumed in a brand safe envirnment that cannot be guaranteed on social platforms. #7 LET THE GAMES BEGIN
Influencer marketing has been a running trend over the past couple of years. In 2020 we will see strong growth in medium to micro influencers allowing better targeting against consumer passion points. Traditionally, medium to micro influencers have higher engagement rates compared to mega-influencers. Advertisers that put in the time and technology can tap in to a rich consumer base of shared interest in line with the brand promise. #8 USE THE INFLUENCE
Advertisers in Myanmar will be laser focused on data, segmentation and targeting options. Increased pressure on budgets will demand that digital spend can deliver on key performance metrics rather than vanity metrics. Leveraging first, second and third party data to drive efficiencies. As the digital eco-system in Myanmar grows, significant behavioural and consumer preference data is generated by brands. More advertisers are waking up to how this data can be harnessed to drive enhanced performance campaigns both online and offline. Advertisers that are not constantly tracking and actioning their data are leaking significant budgets in inefficiencies. Data driven targeting uplifts #9 ALL ABOUT PERFORMANCE
Location data can be used to inform targeting by geographic area. In addition to that, it can also provide a more detailed picture of consumers, including where they’ve been and where they are, at any given moment. This data can be used to create custom audience segments. Location-based programmatic targeting goes beyond traditional geo-fencing by combining a variety of data sources to target consumers – not just based on their current location, but their behavioral patterns, intent and interests. Understanding consumers offline behaviours can give rich insights in to their day- to-day lives and therefore communications, products or services that would be of most benefit. Benefits from using location-based advertising #10 THINK LOCATION
One of the issues that marketers have faced in recent years is the growing shift to mobile devices. Those long-form sales pages and emails of yesteryear are losing efficiency because on mobile screens, they’re simply too difficult to read. But video can present the same information in a format that works. Live Video Interactive Video 1:1 Video Video marketing is one of, if not the, most important marketing trend today and likely for the next 5-10 years. Innovations include: #11 THE SMALL SCREEN Shoppable Video Video SEO 360 Video
The primary benefit of personalized marketing is having the control to reach a specific group of customers. And by collecting user data from list segments, surveys, or studies, you’re better positioned to create more relevant and effective campaigns towards targeted audiences based on their buying habits, interests, and behaviors. Personalization is about creating a one-to-one marketing experience for customers. It begins with collecting ample, qualitative data about your audience. Amazon is a brilliant example of personalization done right, and so are Netflix and YouTube. Recommendations rain down depending on users’ on- site activities. 70% of myanmar consumers get frustrated when content isn't relevant to them 49.3% said "undertanding my audience" is top marketing priority in 2020 Personalisation matters but Myanmar marketers lack insight in what their audiences want #12 GET PERSONAL
The growth of digital in Myanmar has previously been driven by social media platforms. This is a UGC minefield for brands looking to ensure that they are not affiliated for with negative content, particularly in election year. Advertisers will leverage on non-UGC platforms and 3rd party brand safety tools. For the Internet Advertising Bureau (IAB), brand safety is defined as keeping a brand’s reputation safe when they advertise online. In practice, this means avoiding placing ads next to inappropriate content. According to the IAB this also involves providing a safe environment for ad trading.The result: a reduced risk of ad misplacement and a brand’s reputation unharmed. Plus, the elimination of the funding of content and services which infringe copyright. For Myanmar, this entails ensuring a strong local understanding to white/blacklist sites and apps that utilise local language. #13 PLAY IT SAFE
In a complex digital and super-connected consumer journey, traditional engagement KPIs such as clicks cannot tell the full story. In Myanmar, being able to measure store visits in real-time, brands can realize the full potential of their mobile campaigns, optimizing their efforts and media investment. Measurement of engagement should go beyond clicks in order for advertisers to achieve the best results for their ad spend. Maximising the value of your campaigns through precise shopper targeting in specific areas, reaching the right audience to drive footfall traffic and receiving a real-time information about store visits are the strategic goals for retail brands advertisers. In Myanmar where there is lack of real-time sales data, brands will use mobile-data footfall tracking looking to understand the value of their media spends. #14 TRACK FOOTFALL
More than ever, Myanmar consumers are flocking to free streaming services, listening to music through connected devices, putting audio front and center in their daily lives. This new habit is creating massive shifts in the consumer journey, spurring a renewed focus on the role of audio in people’s lives. According to Nielsen, 79% of audio is consumed while people are engaged in activities where visual media can’t reach them, whether it’s taking a road trip in the car, hitting the treadmill after work, or even channeling your inner rock star in the shower. In addition to that, audio ads are more than 2x as likely to lift purchase intent and information intent than display ads. FOR EACH DOLLAR SPENT IN AUDIO CAMPAIGNS, ADVERTISERS IN THESE CATEGORIES RECEIVED INCREMENTAL SALES #15 LEVERAGE AUDIO
A mobile-first advertising platform that sits at the intersection of humanity and technology. We help brands & agencies understand, identify, converse with and acquire consumers. Humology helps clients to navigate the complex technology ecosystem whilst maintaining human empathy in their communications. Our purpose built technology combined with unique Humology consumer insights allows us to transform digital marketing campaigns, drive incremental sales and fulfil powerful brand recognition for clients. We use real-time data to build unique user profiles to target new customers and optimise campaign performance. All this is delivered on the smart data-driven Humology platform across the best of global and local sites and apps. Contact Humology now to find out how the 2020 trends impact your digital marketing Contact: hello@humology.co

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2020 Myanmar Digital Trends

  • 2. Foreword: Simon Bailey, CEO Digital marketing in Myanmar has grown and changed at a startling rate in 2019 and this is set to continue in to 2020. With the fastest mobile data speeds in APAC behind Singapore and 90% smartphone penetration, mobile marketing is fast becoming the priority for all advertisers. Keeping up with these changes and predicting trends is no mean feat so we have consulted with the experts across the digital ecosystem and crunched the numbers to bring you the hot trends for 2020, we hope you enjoy.
  • 3. #1 TEST, TEST, TEST A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a digital creative, webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a creative are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. As Myanmar marketers strive to drive better performance from their digital campaigns, focus will shift on testing multiple variations of creatives to better understand how their consumers react. These digital insights will ensure future campaigns deliver higher returns on investment.
  • 4. #2 THE ART OF INTELLIGENCE The necessity for AI and machine learning will grow as advertisers look to unlock deeper insights into their Myanmar consumers. Uses range from digital media buying to content creation and chatbots. Humology uses our AI to analyze massive amounts of consumer data and campaign content to measure campaign performance, allowing marketers to redirect budget toward ad placements that are performing the best. Our AI also helps marketers diminish their cost-per-acquisition while generating higher- quality leads by working to find the right match of images, videos, headlines and calls-to-action in campaign materials.
  • 5. A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a digital creative, webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a creative are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. The Myanmar digital market is maturing with consumers using 6 mobile sites or apps a day on average. Larger Myanmar advertisers are now shifting 60-70% of Digital spend in to programmatic to reap the benefits of better targeting and content personalisation that deliver optimised results. Transparency and control: you see what you pay for and can control your advert placement on an advanced level. Real-time data: the system gathers relevant information about the productivity of your advert campaign and the data about the sites’ visitors to provide you with reliable information for your development. High efficiency: programmatic platforms give you access to several networks and multiple advert channels. Advanced targeting: there are plenty of options offered to advertisers to narrow the audience and to show the adverts only to the people, who are interested in the product. Better audience reach: there are options which allow adjusting days and even time when it is better to show the ads. #3 GO PROGRAMMATIC
  • 6. Myanmar consumers are becoming accustomed to interacting with chatbots as they are responsive 24/7, communicate in local language, give answers promptly and accurately recall their entire buying history. These virtual assistants offer outstanding customer service, meeting customers’ expectations and automating repetitive tasks whilst also providing rich consumer insights. 63% of respondents prefer messaging an online chatbot to communicate with a business or brand Chatbots will power 85% of customer service by 2020 Top benefits of chatbots are 24-hour service (64%), instant responses to inquiries (55%) and answers to simple questions (55%). By 2022, chatbots will help businesses save over $8 billion per annum 80% of businesses want chatbots by 2020 #4 IT'S GOOD TO TALK
  • 7. Myanmar is consuming more video than ever before, it is the second fastest growing market for Youtube in APAC. Interruptive advertising experiences detract from the brand so more respectful formats such as Rewarded Video gain consumer attention and higher completion rates. #5 REAP THE REWARDS
  • 8. Myanmar consumers are 50% more likely than the Global average to interact with mobile advertising. Brands are now realising that they can hold consumer attention for longer with engaging rich media formats specifically tailored to their interests. Myanmar has some of the highest rich media engagement rates in APAC. Recent campaigns in market have shown 34% engagement rates when run in conjunction with precision targeting and optimisation. Consumers are willing to spend time with brands particularly if the content is personalised to their interests. #6 MAKE IT SO, ENGAGE
  • 9. The gaming category in Myanmar saw huge growth in 2019 as consumers became more comfortable downloading and sharing apps. Gaming is now the second largest category behind social media reaching not only young adults but also homemakers and businessmen. The gaming category is set to grow 20% yoy in Myanmar. More advertisers will wake up to the opportunity gaming provides and invest advertising spend. Gaming provides a broad reach, context neutral platform across audiences. With no UGC, advertisers are reassured that their content is consumed in a brand safe envirnment that cannot be guaranteed on social platforms. #7 LET THE GAMES BEGIN
  • 10. Influencer marketing has been a running trend over the past couple of years. In 2020 we will see strong growth in medium to micro influencers allowing better targeting against consumer passion points. Traditionally, medium to micro influencers have higher engagement rates compared to mega-influencers. Advertisers that put in the time and technology can tap in to a rich consumer base of shared interest in line with the brand promise. #8 USE THE INFLUENCE
  • 11. Advertisers in Myanmar will be laser focused on data, segmentation and targeting options. Increased pressure on budgets will demand that digital spend can deliver on key performance metrics rather than vanity metrics. Leveraging first, second and third party data to drive efficiencies. As the digital eco-system in Myanmar grows, significant behavioural and consumer preference data is generated by brands. More advertisers are waking up to how this data can be harnessed to drive enhanced performance campaigns both online and offline. Advertisers that are not constantly tracking and actioning their data are leaking significant budgets in inefficiencies. Data driven targeting uplifts #9 ALL ABOUT PERFORMANCE
  • 12. Location data can be used to inform targeting by geographic area. In addition to that, it can also provide a more detailed picture of consumers, including where they’ve been and where they are, at any given moment. This data can be used to create custom audience segments. Location-based programmatic targeting goes beyond traditional geo-fencing by combining a variety of data sources to target consumers – not just based on their current location, but their behavioral patterns, intent and interests. Understanding consumers offline behaviours can give rich insights in to their day- to-day lives and therefore communications, products or services that would be of most benefit. Benefits from using location-based advertising #10 THINK LOCATION
  • 13. One of the issues that marketers have faced in recent years is the growing shift to mobile devices. Those long-form sales pages and emails of yesteryear are losing efficiency because on mobile screens, they’re simply too difficult to read. But video can present the same information in a format that works. Live Video Interactive Video 1:1 Video Video marketing is one of, if not the, most important marketing trend today and likely for the next 5-10 years. Innovations include: #11 THE SMALL SCREEN Shoppable Video Video SEO 360 Video
  • 14. The primary benefit of personalized marketing is having the control to reach a specific group of customers. And by collecting user data from list segments, surveys, or studies, you’re better positioned to create more relevant and effective campaigns towards targeted audiences based on their buying habits, interests, and behaviors. Personalization is about creating a one-to-one marketing experience for customers. It begins with collecting ample, qualitative data about your audience. Amazon is a brilliant example of personalization done right, and so are Netflix and YouTube. Recommendations rain down depending on users’ on- site activities. 70% of myanmar consumers get frustrated when content isn't relevant to them 49.3% said "undertanding my audience" is top marketing priority in 2020 Personalisation matters but Myanmar marketers lack insight in what their audiences want #12 GET PERSONAL
  • 15. The growth of digital in Myanmar has previously been driven by social media platforms. This is a UGC minefield for brands looking to ensure that they are not affiliated for with negative content, particularly in election year. Advertisers will leverage on non-UGC platforms and 3rd party brand safety tools. For the Internet Advertising Bureau (IAB), brand safety is defined as keeping a brand’s reputation safe when they advertise online. In practice, this means avoiding placing ads next to inappropriate content. According to the IAB this also involves providing a safe environment for ad trading.The result: a reduced risk of ad misplacement and a brand’s reputation unharmed. Plus, the elimination of the funding of content and services which infringe copyright. For Myanmar, this entails ensuring a strong local understanding to white/blacklist sites and apps that utilise local language. #13 PLAY IT SAFE
  • 16. In a complex digital and super-connected consumer journey, traditional engagement KPIs such as clicks cannot tell the full story. In Myanmar, being able to measure store visits in real-time, brands can realize the full potential of their mobile campaigns, optimizing their efforts and media investment. Measurement of engagement should go beyond clicks in order for advertisers to achieve the best results for their ad spend. Maximising the value of your campaigns through precise shopper targeting in specific areas, reaching the right audience to drive footfall traffic and receiving a real-time information about store visits are the strategic goals for retail brands advertisers. In Myanmar where there is lack of real-time sales data, brands will use mobile-data footfall tracking looking to understand the value of their media spends. #14 TRACK FOOTFALL
  • 17. More than ever, Myanmar consumers are flocking to free streaming services, listening to music through connected devices, putting audio front and center in their daily lives. This new habit is creating massive shifts in the consumer journey, spurring a renewed focus on the role of audio in people’s lives. According to Nielsen, 79% of audio is consumed while people are engaged in activities where visual media can’t reach them, whether it’s taking a road trip in the car, hitting the treadmill after work, or even channeling your inner rock star in the shower. In addition to that, audio ads are more than 2x as likely to lift purchase intent and information intent than display ads. FOR EACH DOLLAR SPENT IN AUDIO CAMPAIGNS, ADVERTISERS IN THESE CATEGORIES RECEIVED INCREMENTAL SALES #15 LEVERAGE AUDIO
  • 18. A mobile-first advertising platform that sits at the intersection of humanity and technology. We help brands & agencies understand, identify, converse with and acquire consumers. Humology helps clients to navigate the complex technology ecosystem whilst maintaining human empathy in their communications. Our purpose built technology combined with unique Humology consumer insights allows us to transform digital marketing campaigns, drive incremental sales and fulfil powerful brand recognition for clients. We use real-time data to build unique user profiles to target new customers and optimise campaign performance. All this is delivered on the smart data-driven Humology platform across the best of global and local sites and apps. Contact Humology now to find out how the 2020 trends impact your digital marketing Contact: hello@humology.co