Abstract:

Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy. Additionally, there is a widespread belief that advertising builds brand salience but does not drive hard business. In response, we have built customised models for clients in India and Malaysia to show that advertising drives business revenue in addition to brand salience and have ratified the contribution of emerging media. Our presentation will review our study which juxtaposed digital contribution with offline to enable informed comparison between the two and let our client to overhaul their media strategy towards a more inclusive media mix. It will also examine how we proved scalability and flexibility of our methodology by applying it across industry verticals, banking and telecom.