Over 80 senior execs attended inaugural APAC summit in Singapore – here’s what we discussed.
We opened the doors to our APAC office in Singapore in late 2017. Headed up by Elliot Renton, our senior director and head of APAC, we have grown rapidly across the region and now work with some of the biggest names in broadcast and sports media.
In 2018, we joined with Discovery Eurosport to deliver live streams and real-time clips to social media throughout the Winter Olympic Games in PyeongChang. The broadcaster achieved over 386 million views across the games.
Soon after, we partnered with Mediacorp to power the company’s live and real-time social content offering. Mediacorp’s digital team is able to quickly produce sports and entertainment content for a digital audience without having to engage the broadcast studio teams and equipment.
Fast forward to 2019, and we struck a partnership with Tennis Australia to enhance its international video content strategy around the Australian Open.
Globally, we are trusted by the world’s biggest broadcasters, publishers and rights holders.
Our leading video production platform has streamlined workflows and helped content owners to engage online audiences and monetize their output. But most importantly, our relationships and expertise in each individual market have allowed us to shape our platform and create new content ideas with our partners.
The APAC Summit
The 2019 Grabyo APAC Summit was another example of why we believe connecting with others in the industry is vital to success.
We invited over 80 close friends and partners to join us at the Republic Plaza in Singapore to discuss the latest trends in broadcast, social and sports media.
The sessions were insightful and illuminating. We heard from the likes of DAZN, LaLiga, Tennis Australia, Mediacorp, Fox Network Group and many others on the challenges and opportunities that are being faced across Asia.
For rights holders across Asia, tailoring content is key to maximizing reach. Successful storytelling looks different in each region. Tennis Australia found that by geo-targeting its content during the 2019 Australian Open, it was able to engage regional audiences with content they cared about most – be it their favorite players from that region, or global favorites.
Cultural differences can’t be ignored across the APAC region. From influential figures, to content preferences, down to language. Personalization is king.
From EMEA to APAC
While there are cultural differences within Asia, we see notable differences between the European and Asian markets that can help both to move forward.
The media industry in Europe is very open to experimentation across new platforms to engage audiences. Some of these are highly successful – such as DAZN’s strategy to entice fans of MMA to subscribe to DAZN by showing premium rights content on social media for free. Or the English Football Association’s daily, social-first live show during the 2018 World Cup, which brought England fans closer to the team than ever before.
Others have been less successful.
But this type of trial and error has helped broadcasters and brands to refine their content proposition. Innovation is vital in an ever-growing market.
We heard much about how the Asian market is less receptive to taking these risks. In such valuable markets, what works must work. However, with such potential growth comes opportunity.
While not all lessons from Europe can be directly applied to the APAC region, broadcasters and publishers don’t need to invest heavily to try something new. Social-first shows for example, need minimal resources to produce, and can be delivered to multiple markets simultaneously with different presentations or commentary.
The challenges of engaging different audiences with relevant content can be met with minimal effort, and can allow content owners to keep up with evolving consumption habits.
Innovation starts with relationships, old and new
While audiences are highly segmented in Asia, we heard from many brands, agencies and broadcasters who recognize that the bigger picture involves collaboration.
In Europe, many brands have become content creators in their own right, or in partnership with a broadcaster or publisher. While Asia is slightly behind, those in the industry are looking in this direction.
Sponsored content, when well-placed, can be an organic piece of marketing for a brand, and a quality piece of content that consumers want to see. These types of partnerships often create unique content that excites consumers.
Audiences are looking for new perspectives and additional context around their favorite content. Partnering with brands to create ‘behind the scenes’ or ‘get to know your favorite celebrity’ content creates an opportunity for consumers to interact with a broadcaster or brand at a time that suits them.
Digital is still the way forward
While brands and agencies enter the mix, broadcasters must pay close attention to how consumers are watching video. Globally, TV audiences are falling. Social, mobile and online video platforms are growing.
Broadcasters must embrace digital media or risk being left behind. Particularly in markets such as China, Japan or Singapore, consumers are embracing new technologies rapidly, and every market is developing as costs of digital devices come down.
Soon, we will see more of an alignment with European consumption habits. Content owners will be competing for attention across multiple platforms and devices, 24/7. With innovation comes evolution and the Asian market is headed towards a period of change, everyone must be prepared.