Summit Media celebrated 20 years as a company last August 3 with a digital conference called Digital Summit: Maximizing New Media. Close to 900 advertisers filled the Dusit Thani Ballroom to listen to four international digital experts who spoke about mobile media, native advertising, programmatic media buying, and optimizing audience data.
Among the audience were the country’s top advertisers and their advertising agencies. Advertisers included PLDT, SM, Globe Telecom, Universal Robina Corporation, Ayala Land, Unilever, Nestle, Rustans, Megaworld, and Procter and Gamble.
President Lisa Gokongwei-Cheng opened the session by mentioning Summit Media’s continuing leadership in the magazine business with Summit Media topping the AC Nielsen media audience study. "AC Nielsen just released results of their nationwide audience study last week and Summit Media once more topped the list with FHM, YES!, and Cosmopolitan the top three titles in the country. Magazine readership still has a substantial 14.2 percent readership across the nation, with 19.7 percent readership across all classes in Metro Manila, and even higher readership among ABC classes. Print will continue to be an enduring medium because of its immersive and brand-building qualities."
"Our newsstand leadership is testament to the strength of our brands—brands that have easily made a leap to the digital platform. Today, our 14 websites reach 14 to 15 million unique Filipinos a month. On a daily basis, we have one million unique readers coming to our websites, extending our audiences like never before. This makes us among the top three local digital publishers in the country in terms of reach and the largest one focused on lifestyle."
First among the speakers was Scott Bales who spoke about mobile readiness. He spoke about how marketers should follow certain rules to make sure they were mobile-ready. Among these were offering free stuff, creating experience and not products, providing personal context, and making the mobile experience easy, not basic.
Adam Compagnone of Rodale, the leading active lifestyle publisher in the United States, talked about the growth of Native Advertising worldwide. In the United States alone, spending for Native Advertising is expected to grow from $3.2 billion dollars in 2014 to $8.8 billion dollars in 2018. He gave 12 rules of successful native advertising. These included collaboration between advertiser and publisher, relevance, being nimble, being helpful, thinking like a publisher, selecting the right partner for the brand, customer-orientation, credibility, being respectful, the ability to tell a good story, originality, and authenticity.
Matt Prohaska of Prohaska Consulting, one of the foremost experts in programmatic advertising, told the audience that in Asia, programmatic spending would grow from $54 million in 2014 to $553 million in 2018. He discussed what media buying and sales organizations of the future will look like given this trend. He also spoke to the audience about the basics of programmatic buying.
Mikal Rohde of C-xense ASA, a leading supplier of audience profiling platforms, talked about how more and more, technology allows marketers to directly target audiences via their interests, online behaviors, location, and others instead of just serving blind impressions. He used examples to show Summit Media’s products were already capable of such targeting.
Florence Bienvenido, Summit’s Group Advertising Director, talked about successful case studies for native advertising and spoke about Summit’s new ad network products: #MATCH allows advertisers to target specific profiles or interests and #REACH allows advertisers to cover as wide an audience as possible across Summit’s 14 premium lifestyle websites. She closed the conference by raffling off one million impressions each to 20 advertisers who attended the conference.