Global Marketing News – 26th October 2015
TV ads more effective than online ads in Asia
People in the Asia Pacific region trust TV adverts more than online video adverts, according to research by Nielsen.
Looking across 12 Asia Pacific countries, they found that 66% trusted TV adverts, compared to 48% who trusted video adverts they saw online.
There was regional variation in the levels of trust, but in each of the countries TV adverts were viewed as more trustworthy than online video adverts.
Viewers in India, Indonesia and Thailand trusted TV adverts more than anywhere else, with Hong Kong trusting TV ads the least.
Looking at online video ads, India, the Philippines and Thailand trusted online ads the most, with Hong Kong, Japan and South Korea trusting them the least.
The research also found that TV adverts persuaded more people to do the desired action. Three quarters said they acted after watching a TV advert, compared to just 58% who took action after watching an online video ad.
DisneyLife online video service to launch in UK
The media giant Disney has announced it will be entering the online video streaming market next month.
It will launch its subscription-based service DisneyLife in the UK, where users will be able to access it for £9.99 per month.
DisneyLife will include Disney and Pixar films and TV programmes, as well as Disney music and books. It will not include content produced by Lucasfilm or Marvel, however.
The entertainment giant announced that after its initial launch in the UK, it will also launch in Germany, France, Spain and Italy.
It will face fierce competition from rival video streaming companies that operate in Europe, such as Amazon and Netflix.
Netflix in particular in engaging in a huge international push the moment, having said that it wants to be operating in 200 countries by the end of 2016.
Mexicans love social media and mobile internet
Research by GCE has revealed that using social media via a mobile device is the most popular online activity among Mexican internet users.
Smartphones are the primary device used to access the internet for 39% of Mexicans, followed to desktops at 35%, laptops at 15% and tablets at 6%.
The majority of Mexicans spend at least 2 hours online every day, with over 10% saying they are always connected to the internet.
20% use social networks, with 80% of social media users logging on every day. Facebook is the most popular social network in the country, followed by the social messaging app WhatsApp.
An estimated 65 million of Mexicans are online, equivalent to 54% of the population.
Ecommerce to drive Nigerian economy
The public relations company Poter Novelli has said that Nigeria’s digital marketing industry could grow five-fold in the next 5 years.
It is predicted that by 2020, Nigeria’s digital marketing industry will grow from its presentday 2 billion US dollars to 10 billion US dollars.
A spokesperson from Troyka Group has predicted that ecommerce will be the main driver of this growth.
Nigeria is the leading African nation for ecommerce.
Out of Nigeria’s 50 million internet users, 90% either shop online currently or plan to do so in the future.
WeChat accused of censorship… again
And finally, the Chinese social messaging app WeChat has been accused yet again of censoring the car app company Uber.
WeChat’s parent company Tencent has invested a large amount of money in Uber’s main rival in China, Didi Kuaidi.
The claims of censorship have come from Uber’s CEO, who says that WeChat is blocking all of Uber’s accounts on the app, as well as censoring positive news about Uber whilst boosting negative news about the company.
This is the third time this year that WeChat has been accused of censoring Uber, after a so-called technical glitch in July meant that searching for the word “Uber” in WeChat brought up zero results.
Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.
Podcast: Play in new window | Download
Latest posts by Cal O'Connell (see all)
- An interactive video journey: How to expand into the Chinese market - June 29, 2021
- Facebook to decrease visibility of business posts - January 16, 2018
- Naver criticised for manipulating suggested search terms - January 9, 2018