#APACGrowthSummit

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Verizon Media unveils future-proofing strategies on tech stack and immersive experiences

For the first time, Verizon Media, a division of Verizon (NYSE, Nasdaq: VZ) live streamed the Verizon Media APAC Growth Summit via Yahoo TV across Asia. This event brought international speakers closer to Asia through virtual, immersive technology. The power of full tech stack and immersive technology were the spotlight through the two-day summit. 

Truly Connected. Global Collaboration.

Themed “Maximize Today, Accelerate Tomorrow”, Rico Chan, Head of APAC Sales at Verizon Media highlighted that, “With the advance virtual event technology, we gathered speakers from around the world to share their insights in the two-day APAC Growth Summit that was live-streamed to Hong Kong and Singapore on March 23-24, Taiwan and Japan on March 30-31 with subtitles. We have seen overwhelming responses from the industry across the region, eager to discover digital trends and behaviours in the post-new normal era.” 

The future of programmatic: Future proofing business through emerging channels By John McNerney, Director of Platforms, Verizon Media Australia & New Zealand

5G accelerates our daily habits with the ‘Internet of things’ or IoT devices. The proof is in the number of manufacturers already pumping more than 20 billion devices in 2020. Consumers buy these devices to add value to their lives. So it’s all of our responsibility within the media industry to educate or be educated, about how to use data.

With Verizon Media, we take our first party data from apps, search, email, commerce and our platforms via bid-stream data. This is fully transparent and consented by users — by people who get a value exchange. This allows marketers and buyers to have a single view of their audience, with tailored and engaging messaging across any screen; so they can effectively build the brand, create affinity with its consumers and possibly have a call-to-action that is providing a service or value without being intrusive or irrelevant.

The omnichannel, single-view allows marketers to target audiences on cookieless devices like the ConnectedTV, with precision. Or do sequential messaging from offline to online - reaching those consumers via DOOH, to then re-engage them while they watch ‘Catch-up TV’.”

Building on our digital-out-of-home (DOOH) leadership, the APAC market has expanded our partnership with digital out of home marketplace, VIOOH. This deal provides access to premium DOOH inventory from our DSP, including the digital assets of JCDecaux — the number one out-of-home advertising company worldwide. Recently, renowned local café Kam Kee launched Hong Kong’s first programmatic DOOH campaign at the Hong Kong International Airport.

The growing importance of the connected member ecosystem By Dan Richardson, Head of Data, Verizon Media Australia & New Zealand

Verizon Media is taking a three-pronged approach to tackling a world without cookies and beyond. One: being consumer-first means what we deliver on our properties, through our products and partnerships, will always respect the user experience, with trusted protections that respect privacy and choice. Second is identity: with consent-based data at its core, we observe more than 200 billion daily cross-screen signals including login, customer-relationship data, mobile SDK, search and content engagement from our owned sites and apps, reaching more than 158 million people per month across the Asia Pacific. 

We have the size and scale but more importantly, our ecosystem is backed by persistent authenticated IDs such as email addresses or customer IDs that require a log-in. Furthermore, we are replacing third party cookies with an ‘unified ID’, leveraging our identity graph and first-party data from our owned and operated properties and data partners. Our ConnectID solutions underpin your ability to target, buy and measure ads independent of cookies.

Third in our approach to tackling a world without cookies is the Full Stack Advantage. Dan Richardson added, "As an end-to-end, full-stack technology partner, we can uniquely support both publishers and advertisers in unlocking the full value of their content and marketing, maintaining a single user match pool across our demand and supply platforms and offering better transparency, audience insights, cost savings and with no data leakage." 

Unveiling the result of the first APAC Immersive Experience Survey By Francis Che, Head of Data, CRM and Insights, International Market of Verizon Media

In January 2021, Verizon Media interviewed 4,000 consumers online in Taiwan, Hong Kong, Australia and UK to understand their behaviour and preference on immersive experiences covering AR (augmented reality), VR (virtual reality) and MR (mixed reality). The key findings are:

Among all respondents interviewed, 27% have tried some sort of immersive experience before, and intended users adding up to 63%.

Fun, Inspiration, Knowledge and Interaction are the four key reasons of consumers engaging in impressive experiences.

Top five most common usage occasions of immersive experiences are: Playing online games; At an exhibition or museum; At a zoo, aquarium or amusement park; Learning or training; Chatting online or video calls.

Product types which are recommended to offer immersive online shopping experience are: Games, gaming consoles and accessories; Mobile phones, cameras, headphones, wearable technology; Furniture, bedding and home decor; Apparels; Leather goods, shoes, bags and accessories.

Over 70% of consumers react more positively to brands adopting immersive technology, no matter in terms of knowing more about the brand, having more positive perceptions, and more likely to consider the brand.

Consumers expect immersive experiences to be easy-to-operate and real.

5G: Powering the future of media and content By Mark Melling, Head of RYOT Studio, 5G Lead EMEA, Verizon Media

The digital world has the power to surpass all sorts of boundaries — areas where literally closing physical doors can open up new virtual opportunities. Above all, our desire to adapt launched us five to seven years into the digital future.  This shift in digital content consumption is happening at the same time the 5G connectivity is being made available in more and more countries across the world. The 5G is an Innovation platform that makes other innovations possible.”

At the onset of the pandemic-induced lockdown, events like fashion shows were in crisis mode, facing new challenges as well as a host of new consumer behaviour that will likely stay long after lockdown is over. So we’ve created a proof of concept, a new era of virtual fashion show, with the London College of Fashion. We launched the exhibition as a live event for Press and VIPs and brands in VR. As a result, 150 VIPs attended in VR from the comfort of their homes or offices, and an additional 1.8M live streamed the event in real time or shortly thereafter. It’s proven that VR technology empowered the future of content and created buzz in scale.  

Cases of Immersive Experience

To showcase Verizon Media’s forward thinking and the incredible possibilities 5G brings, it hosted two pioneering events: the Yahoo25 Hong Kong Passion Moment in 5G and the Yahoo Asia Buzz Awards 2020 Presentation Ceremony in extended reality. Both setting new benchmarks in the city, these immersive experiences were testament to not only Verizon Media’s undue efforts in bringing the forefront of technologies to the hands of our users in an engaging and meaningful manner, but also its quick adaptability to the great online migration as a result of COVID-19. In commemoration of Yahoo’s 25th anniversary, the Yahoo25 Hong Kong Passion Moments in 5G invited prominent leaders in marketing plus esteemed media personnel in a virtual meet and greet against sentimental backdrops that pull Hong Kongers’ heartstrings. 

The Yahoo Asia Buzz Awards 2020, meanwhile, shifted from offline to online featuring movers and shakers of the entertainment industry in xR realms thanks to an amalgamation of physical and virtual stages, LED screens and a top-tier camera tracking system. 

Verizon Media APAC Growth Summit 2021 was live streamed on March 23-24, 2021 in Hong Kong and Singapore, March 30-31 in Taiwan and Japan via Yahoo TV. This signature B2B event is a milestone on our strategic journey to where we will announce to the region the new game-changing products and experiences leaping into 2021. At this Summit, we are  setting the stage for how we will shape tomorrow. APAC advertisers and partners will hear about our latest product innovations and what's next as we get ready to accelerate for 2021. The 2-day, 142-minutes program is archived on Yahoo TV.

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Verizon Media亞太數碼營銷高峰會 公佈全端廣告技術及沉浸式體驗發展策略

Verizon（NYSE, Nasdaq: VZ） 旗下Verizon Media今年首度將亞太區數碼營銷業界年度盛事 - Verizon Media APAC Growth Summit亞太數碼營銷高峰會移師至網上舉行，並透過Yahoo TV進行實時廣播。一連兩日的網上高峰會邀請到多位國際重量級專家，利用虛擬及沉浸式技術現身説法，為亞太區廣告業界及市場營銷人員介紹一系列突破想像的嶄新技術應用及體驗。

真正互聯 全球合作

高峰會今年的主題為「Maximize Today, Accelerate Tomorrow」（意譯：「成就此刻，促動未來」）。Verizon Media 亞太區銷售董事總經理陳啟滔先生於致辭時表示：「藉著先進的虛擬科技推動下，我們將多位來自世界各地的重要嘉賓匯聚一堂，於一連兩日的網上高峰會與大家就數碼營銷的未來發展分享獨���的觀點及見解。網上高峰會分別於3月23至24日在香港和新加坡進行直播，台灣和日本地區則於3月30至31日進行直播（配有字幕）。兩場的網上高峰會反應均非常熱烈，顯示業界急欲探究有關疫後新常態的各類數碼科技的趨勢和發展模式。」

程序化廣告的未來：掌握業務增長機遇  開拓新興渠道模式 

Verizon Media澳洲及紐西蘭廣告購買平台總監John McNerney先生於會上分享時表示:：「5G能透過物聯網 (IoT) 設備加速我們的日常習慣。市場顯示，2020年全球物聯網設備的數量已經超過200億。消費者購買這些設備是為了提高生活品質，因此，在媒體行業內，我們的責任就是需要了解並教育人們如何運用數據。」

「我們的第一方數據來自應用程式、搜索、電子郵件、商務和Verizon Media不同平台的位元流資料。所有數據均是透明及已獲用戶授權使用，市場營銷人員及購買方才能對消費者提供一致的體驗，透過DSP及所有設備傳送客製且引人注目的訊息，加強與消費者的關係，以及更能善用行動呼籲 (Call-to-action) 來提供服務和價值，既不干擾，並且有效吸引消費者。」全渠道購買平台的一致化體驗能讓市場營銷人員更精準地鎖定無cookie設備如連網電視 (Connected TV) 的目標群，或透過數碼戶外廣告 (DOOH) 觸及線下消費者，從而在他們回家觀看『回放』 (Catch-up TV) 時再發放廣告訊息重新吸引他們的注意。 

憑藉Verizon Media於程序化數碼戶外廣吿的市場領導地位，其亞太地區市場更進一步拓展程序化戶外廣告(DOOH) 交易平台VIOOH的合作關係。Verizon Media作為廣告需求方平台 (Demand-Side Platform，DSP)，透過VIOOH成功引入全球首屈一指的戶外廣告公司德高集團 (JCDecaux) 的優質數碼廣告媒體。最近，Verizon Media更與扎根香港多年的著名連鎖冰室金記冰室合作，率先在香港國際機場推出首個程序化數碼戶外廣告企劃，取得重大成功。

互聯成員生態系統的重要性日益增長

Verizon Media澳洲及紐西蘭數據發展負責人Dan Richardson先生於主題演講上介紹Verizon Media全新身份識別解決方案「ConnectID」。「我們正在採取一種三管齊下的策略，以應對在第三方Cookie消失下，網絡身份辨識的挑戰。第一，Verizon Media一直以消費者為中心，我們的產品服務及合作夥伴所提供的服務均非常重視用戶體驗，透過可靠的保護措施尊重消費者選擇和隱私。第二是有關身份辨識。Verizon Media的跨設備身份識別圖譜效能遠超過Cookie，以基於用戶同意的數據為核心，我們觀察每天有超過2,000億跨屏幕的數據訊號，包括來自我們旗下網站和應用程式的使用者登入、客戶關係數據、移動軟體開發套件、搜尋、及内容互動數據，在整個亞太地區，我們每月觸及超過1.58億受眾。」

「我們的數據不但具規模，Verizon Media數碼廣告生態系統的重點之處是由持續經過驗證的ID支援，例如電子郵件或需要用戶ID登入核實身份。我們以『統一ID』來取代第三方Cookie。『統一ID』綜合了Verizon Media豐富且多樣化的身份識別圖譜，以及來自旗下營運品牌的第一方數據與數據合作夥伴的數據。我們的ConnectID解決方案著重於鎖定消費者，購買及衡量廣吿成效的能力，且不依賴Cookie。」

第三，要應對網絡身份辨識的挑戰就需要全端廣告技術 (Full Stack) 的科技優勢。「作為擁有獨家端對端的全方位廣告技術合作夥伴，我們可以全力支援發行商及廣告商，有效發揮其内容及市場營銷的價值，透過我們的廣吿供需平台維護單一用戶配對集區，Verizon Media的廣告買賣平台能為客戶提供更佳的透明度、目標受眾的洞察，和成本效益而且不會洩露資料。」Dan Richardson補充。

Verizon Media發佈首個亞太區消費者沉浸式體驗市場調查結果

Verizon Media 國際市場數據暨會員營運副總經理季妙發 先生發表調查結果，2021年1月，Verizon Media分別從台灣、香港、澳洲及英國邀請了4,000位受訪者參與線上市場調查，了解消費者對於沉浸式體驗如AR擴增實境、VR虛擬實境及MR混合實境的喜好及期望，並有以下的關鍵研究結果：

27%的受訪者曾親身接觸某種沉浸式體驗，而潛在用戶則高達63%。

趣味、靈感、知識和互動是消費者投入沉浸式體驗的四個主要因素。

五大沉浸式體驗的常見情境，包括 (1) 網上遊戲；(2) 展覽或博物館；(3) 動物園、水族館或主題樂園; (4) 學習或訓練；及 (5) 網上會議或視像通話。

適合配合沉浸式網上購物體驗的產品，包括遊戲、遊戲主機及配件；手機、相機、耳機及頭戴式裝置；家具、寢具及家居佈置；服飾；皮革產品、鞋履、手袋及配件。

超過70%的消費者對於使用沉浸式技術的品牌表示正面及更會考慮該品牌，並有助他們更了解品牌及維持品牌的正面形象。

消費者期望沉浸式體驗容易操作及具真實感。

5G：未來媒體與內容的驅動力

Verizon Media RYOT Studio EMEA 及5G創新內容應用發展主管Mark Melling先生於會上分享時表示：「過去一年中，我們看見了數碼世界的力量，它能超越一切界限，打破任何傳統地域限制，開拓嶄新虛擬無限機遇。最重要的是，為了要適應這個轉變，我們也將數碼世界提前推進了五至七年。隨著全球越來越多國家發展5G技術，數碼内容的革新亦正如箭在弦。5G就如一個創新平台，去成就其他創新的可能。」

新冠疫情下，不少國家執行封城措施，很多如時裝展等的大型實體活動深受影響，一眾品牌除了要面臨新的挑戰外，還要面對消費者行為模式的轉變，即使疫情過後預料亦難以短期内回復「正常」。有見及此，Verizon Media早前破天荒與倫敦時尚學院合作，開拓VR 虛擬時裝展 的新時代。我們利用VR虛擬實境技術，邀請世界各地的媒體、嘉賓及品牌一同參與虛擬時裝展 - The Fabric Of Reality。整個活動獲得空前成功，150位嘉賓即便安坐家中或辦公室均能如常參與時尚界盛事，網上實時直播更錄得180萬人次的瀏覽量，足以��明VR 虛擬技術能有助推動内容的未來革新，並且能大大提升影響力。

Verizon Media沉浸式體驗個案分享：雅虎香港25 週年「過去現・在未來」5G活動及「Yahoo搜尋人氣大獎2020」xR頒獎典禮

Verizon Media 早前破天荒舉辦了兩個極具革新的沉浸式大型活動 - 雅虎香港25 週年「過去現・在未來」5G活動及「Yahoo搜尋人氣大獎2020」xR延展實境頒獎典禮，以展示品牌對沉浸式體驗的前瞻性思維及5G科技所開拓的無限可能。Verizon Media致力將最前沿的科技帶到用戶手上，兩個沉浸式活動除了為市場注入嶄新科技力量外，亦顯示了Verizon Media如何利用科技應對因疫情引起對業界的影響，實現靈活應對、快速創新。雅虎香港25 週年「過去現・在未來」5G活動，以虛擬現實及延展實境技術，為來自世界各地的嘉賓展示一幕幕最打動香港人的集體回憶。

踏入2021年，雅虎香港更舉辦了全港首個xR延展實境Yahoo Asia Buzz 人氣搜尋頒獎典禮，搭建實時虛實整合頒獎舞台，透過LED顯示屏、攝像機追踪系统，呈現自然景深和自適應視角的3D視覺場景，為一眾樂迷視迷與觀眾，帶來一場前所未有、虛實混合的全新視覺體驗。

Verizon Media APAC Growth Summit 2021網上亞太數碼營銷高峰會分別於3月23至24日透過Yahoo TV在香港和新加坡進行直播，台灣和日本地區則於3月30至31日進行直播。這���標誌性的業界活動是Verizon Media戰略之旅的一個里程碑，在本次峰會上，亞太地區的廣告商和合作夥伴將會了解到我們的最新動態以及我們如何蓄勢待發，準備在2021年加速發展的下一步。我們期望藉著此數碼營銷業界年度盛事，與業界分享更多能「改變現狀，開創嶄新局面」的產品及體驗。一連兩日142分鐘的高峰會現可於Yahoo TV隨時重溫。