‘Tackling branded paid search in complex APAC markets’ – EConsultancy
Ben Davis says, “Local technology and expertise is the key to biddable media success in the APAC region.
I recently spoke to Hannes Ben, EVP International at independent agency Forward3D, about the skills needed in APAC and the idiosyncracies of branded paid search.
Strategy cannot be transferred from west to east
According to Ben, “brands fall down because you can’t automatically transfer your strategy in the west to these complex markets.”
“By complex markets,” he continues, “I mean China, Korea and Japan. In China and Korea, nothing in those two markets is Google-centric. Nothing in those two markets is Facebook centric (there’s a little bit in Korea now, but not very much).”
And even in Japan, where Google has approximately 50% search share with Yahoo, Ben points out that the “Yahoo Japan landscape has nothing to do with Yahoo formats or technology in Hong Kong and Taiwan. They have an entirely different structure – it’s a Japanese specific search engine.”
Whereas Singapore uses pretty much the same ad technology as the western world and, to a certain extent, so does Hong Kong and Taiwan, Ben argues that being local is vital in China, Korea and Japan”.
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