Ivan Tan
Industry Talk | Research

Can magazine brands, advertisers reach Millennials?

By : Ivan Tan | July 13, 2017

(This article first appeared on INMA.org on 13th June 2017)   Millennials. It’s the perennial buzzword. A lot of research has gone into identifying just who these people are, and the results have not always been pretty. When asked to choose words that describe Millennials, participants of an Ipsos survey came up with these as the top […]

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Hafizah Hazahal
Industry Talk | Research

Magazines build “meaningfully different” brands that stand out from the clutter

By : Hafizah Hazahal | July 5, 2017

In our previous blog, we shared how the Google/Youtube ‘brand safety’ chaos has led to the industry’s reawakening to the importance of branding, vis-à-vis the pursuit of conversions in this digital age. When it comes to branding, a study has proven that magazine media excels in building “meaningfully different” brands which drives repeat purchase and […]

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Hafizah Hazahal
Industry Talk | Research

Dear Marketers: You need branding to keep pace with conversions!

By : Hafizah Hazahal | June 28, 2017

Challenging times have led businesses to be obsessed with chasing conversions…which can be at the expense of the brand.  Just look at what happened in the recent chaos which saw many brand owners freezing their adspend on Google and Youtube, following the realization that their ads are appearing alongside offensive content on these platforms. Previously, […]

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Ivan Tan
Industry Talk | Research

A publisher’s take on the digital “exodus”

By : Ivan Tan | April 5, 2017

Is having more always better? Not necessarily, if you are planning a digital advertising campaign. In order to reach a wider audience, advertisers ceded control of their brand over to major digital advertising players such as Google and Facebook. The unchecked hunger for eyeballs in the digital space has jeopardized advertisers’ reputation as brand messages […]

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Ivan Tan
Industry Talk | Research

How to turn your brand into a Premium brand? (Hint: without starting from ground zero)

By : Ivan Tan | March 28, 2017

Despite the sluggish performance of the economy, the premium product category – goods that cost at least 20% more than the average price in the category – is consistently growing, and consumers have been paying more attention to premium products. According to Nielsen, sales in the Southeast Asian premium market grew 21% over 2 years, […]

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Hafizah Hazahal
Industry Talk | Research

Magazine media has run its course with the fashion industry…Not!

By : Hafizah Hazahal | March 7, 2017

(This article was first published on INMA on 26th February 2017) Rapid innovations in technology have altered consumers’ expectations. With information readily available on demand, no longer are they willing to wait; what they see they want immediately. While consumers of the past are able to patiently wait for magazines’ coverage of collections months after […]

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Hafizah Hazahal
Industry Talk | Research

Adspend forecast for Southeast Asia, Hong Kong and Taiwan

By : Hafizah Hazahal | March 1, 2017

Last month, we attended eMarketer and IAB’s sharing session on their inaugural Adspend Report for Southeast Asia, Hong Kong and Taiwan. Here are the key points for marketers to note: Due to differing internet and smartphone penetration rates, digital advertising growth rates vary significantly across the region. In terms of digital’s share of total media […]

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Ivan Tan
Industry Talk | Research

Are magazines the solution to luxury marketing’s digital conundrum?

By : Ivan Tan | December 21, 2016

(This article was first published on INMA on 30th November 2016) According to Zenith Optimedia’s Luxury Advertising Expenditure Forecast, digital is set to take centre stage in the luxury advertising arena, contributing to most of the growth in this sector. By 2017, digital will be the largest contributor to luxury advertising ad spend, overtaking television […]

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Hafizah Hazahal
Campaign Showcase | Industry Talk | Research

The SPH Magazines Transformation Journey: Content Enriching the Consumer Journey

By : Hafizah Hazahal | October 6, 2016

(This article was first published on INMA on 25th September 2016) *This is the last part of the SPH Magazines Transformation Journey blog series. Read the first and second part here. As a publisher, content is at the heart of what we at SPH Magazines do. While we have scaled our audiences by creating networks […]

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Hafizah Hazahal
Industry Talk | Research

The SPH Magazines Transformation Journey: Being Anywhere, Anytime

By : Hafizah Hazahal | August 30, 2016

(This article was first published on INMA on 21st August 2016) *This is the second part of “How publishers can leverage audiences to increase digital advertising” blog. In the face of disruption from digital giants such as Facebook and Google, magazine media has to dig deep within itself for its unique selling point, and finding […]

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