IAB FYI Series: The Asian Traveller, Capturing Collective Wanderlust Is Harder Than It Sounds Banner Image

IAB FYI Series: The Asian Traveller, Capturing Collective Wanderlust Is Harder Than It Sounds

Tuesday, Apr 2, 2019, 02:30 pm - 05:00 pm

LinkedIn APAC HQ, Singapore, 10 Marina Boulevard, Level 30, Marina Bay Financial Centre Tower 2 , , , Singapore
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THE ASIAN TRAVELLER, CAPTURING COLLECTIVE WANDERLUST IS HARDER THAN IT SOUNDS

WHY ATTEND

Travellers in Asia: who are they & how to reach them? Asia-Pacific travel retail had a CAGR of 14.4% between 2002 and 2017 and now accounts for almost half (45%) of global revenue, according to Boston Consulting Group. Asia Pacific is also said to become the biggest contributor to global adspend growth, accounting for 33.8% of global adspend in 2020, up from 32.6% in 2017, Zenith’s Advertising Expenditure Forecasts revealed in June 2018. With shifting demographics and evolving purchase funnels, the race is on for players in the travel retail industry to establish omnipresence to reach their consumers at every stage of the journey. Are there smart ways of spending these ad dollars or is it spray and pray when it comes to travel marketing in the region?

AGENDA

Registration begins at 2.30pm.

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3.00pm to 3.05pm - Welcome and Introductions

  • Laura Greally, Vice President, Education & Industry Initiatives, IAB SEA+India

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3.05pm to 3.35pm - Travellers in Asia are unique, is your marketing standing out? 

Disruption of travel and commerce trends are impacting and changing the consumers' world. With disruption happening at every corner, how do digital marketers reach and engage with travellers in Asia? A look at user behaviour and travel trends from the region.

Presenters:

  • Samatha Oh, Vice President, Client Services, APAC, Comscore
  • Chito Jusi, Director, Kantar Millward Brown

 

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3.35pm to 4.15pm - The Travel Sales Funnel, does it even exist in a fragmented ecosystem?

T.S. Eliot said “The journey not the arrival matters” in relation to travel. Does the same apply with regards to the travel sales funnel? Travel marketing talks about branding and inspiration but is the reality a race for clicks and performance? The way forward is to create an integrated experience for consumers, but in a fragmented ecosystem, is this even possible? How are brands and travel service providers adapting their business to boost performance and remain relevant in the evolving travel retail ecosystem?

Moderator: Mark Newton, Client Partner, iProspect

Panellists:

  • Puja Bhargava, Connections and Media Activation Lead, APAC, Airbnb
  • Vinod Kannan, Chief Commercial Officer, Scoot
  • Cindy Tan, Global VP, Retail, TripAdvisor and IAB SEA+India Regional Board Member
  • Greg Fournier, Executive Director, APAC, Unruly

 

 

 

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4.15pm to 4.55pm - Has the overuse of data reduced smart thinking in travel marketing?

Facing huge pressure to deliver ROI, are we leveraging data and analytics enough in the race to identify and engage with the Asian travel consumer? This panel delves into some of the challenges faced by marketers in this increasingly competitive space.

Moderator: Gosia Rakowska, Head of eMerchandising, Asia Pacific, Publicis Media

Panellists:

  • Jayesh Nair, Media and Digital Director, APAC, Visa
  • Henry Hooper, Sales Director, South East Asia, RTBHouse
  • Priya Khatri, General Manager, Asia, Eyeota

 

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4.55pm to 5.00pm - Closing remarks

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