‘TV advertising still the most trusted across South East Asia’

Television still holds one of the most trusted positions among South East Asian consumers despite the rise of digital, the founder of research agency Cimigo has claimed.

Although many TV ads are edited and recycled on social media, the traditional medium still carries significantly more weight across Vietnam, Thailand and Indonesia, according to Richard Burrage.

Speaking during Mumbrella360 Asia in Singapore, Burrage warned marketers that the biggest challenges they faced were standing out in commercial breaks with “up to 20 ads”.

He said: “[In Vietnam] if it’s on TV, there’s this belief that the government has approved the ad – which is of course not the case.

“The TV carries an awful lot of trust; the government can’t be lying. Online is less trusted, but of course what you’re seeing online is a 15-second cut of what was a 30-second TV ad. In Thailand and Indonesia, TV is a well-trusted source.

“These ad breaks have 20 commercials in them. And often in many developing markets in Asia some TV executive says ‘there’s four noodle ads, let’s put them together, there’s two shampoo ads, let’s put those together’. So breaking out and standing out is even harder.”

“One of the second biggest areas of advertising, is when it breaks the mould. How many shampoo ads have you seen in Asia when a lady is washing her long dark, shiny hair. There’s usually a green background and it looks very fragrant. It’s very hard to remember which brand is being advertised. Ads that break the mould have a chance of standing out and being remembered.”

Offering his advice to the audience, Burrage said brands that focused on using reoccurring cues or motifs, and those that could integrate the product in the story stood a better chance of standing out than their competitors.

Often you see a story and the brand is just shown in the last six seconds of that story,” he said.

Using a Pepsi ad for Vietnam’s Lunar New Year as an example, he explained: “They were trying to show Pepsi in a story about Vietnam’s Lunar New year – or Tet – and really there was no role for Pepsi in that story. It’s just a bunch of people coming together. They’re even pretending to drink if you look at the shots.

He added: “Consistent brand cues over a long period – say 24 months – mean that brands are spending 58 per cent less than their competitors on media and achieving the same result. That’s got to be a 101 for CMOs, but it’s just staggering the number of executions that just have no relationship to the brand cues or the previous execution.”



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