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Yahoo Asia Big Idea Chair Awards Celebrating the Extraordinary Work

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Yahoo held the Asia Big Idea Chair Awards 2022 (Asia BIC Awards 2022) earlier at the St. Regis Hotel, Hong Kong. As brands meander their way through the new normal, the awards are dedicated to the boundless creativity and out-of-the-box imagination in the digital media and advertising industry as brands not only survive, but thrive, throughout the tumultuous pandemic landscape.

As an acclaimed regional industry event for 14 consecutive years, the Yahoo Asia BIC Awards 2022 celebrates marketers and advertisers who have shown remarkable efforts in their campaigns.

The judging panel was composed of 26 members from key industry outlets include IAB Hong Kong, HK4As, The Hong Kong Advertisers Association, Hong Kong Association of Interactive Marketing (AIM), HKMA Digital Marketing Community, Taiwan Digital Media and Marketing Association, Taiwan Advertiser’s Associations, as well as renowned industry practitioners from Taiwan and Singapore.

Matthew Chan, Head of Advertising Business, Yahoo Hong Kong & Chinasaid, “As the world slowly returns to a pre-pandemic normal, brands are pulling all the tricks out of the bag to not only reignite purchasing intent, but also to ensure that their names remain top-of-mind after a three-year lockdown. In 2023, we will see brands operating with tighter budgets in an economically volatile landscape. They will have to unlock opportunities to accelerate business growth by thinking out of the box, in new directions, focusing on performance and RoI, while keeping the consumer front and center. In the upcoming year, we are expecting an uptick in emerging technologies such as the metaverse, artificial intelligence and cloud computing.”

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In addition to adtech trends, Matthew also highlighted how the ad industry is embarking on a sustainability journey. He added, “In the past year, Yahoo has honed in on sustainability to provide green media products to align with the brand’s sustainability goals. We can now give brands around the world to shift their buying behaviour in favour of a more eco-friendly tomorrow.”

The Yahoo Asia BIC Awards 2022 was prestigiously attended by 200 esteemed guests from marketing, advertising, media and more to celebrate their own and their peers’ success in the past year.

Aside from being crowned Hong Kong’s Big Idea Chair Champion Outstanding Award, fintech company SoFi Hong Kong’s “SoFi x Yahoo Finance Youth Program — Hunger Investment Game” brought home Best Integrated Solution, as well as Merit awards in Best Acquisition Campaign, Best Partnership Strategy, and Best Innovative Experience (Asia). Niki Leung, Head of International Marketing from SoFi Hong Kong said, “To amplify product proposition and show off our easy and versatile trading app, SoFi Hong Kong collaborated with Yahoo Finance to debut a 3-month investment competition to engage with young investors. The U.S. stock-trading competition successfully recruited 286 teams of young investors, offering participants an opportunity to meet both online and in person to discuss investment strategies whilst experiencing SoFi’s offerings as they access our trading platform. As a result, we saw a substantial increase in membership, along with increased mentions of SoFi on online forums popular amongst this demographic.”

A Merit Winner of the Hong Kong BIC Champion 2022 was Manulife Hong Kong, whose “New Critical Illness Product Launch Campaign” was also crowned Best Programmatic Campaign for both Hong Kong and Asia region. HyounJoo Choe, Chief Customer Officer at Manulife Hong Kong and Macau, said: “As part of our campaign to promote the flexible benefits offered by our two recently launched critical illness plans, we created a series of entertaining cinematic videos featuring well-known Hong Kong actors, Gordon Lam and Louise Wong, as a couple of special agents showcasing the importance of easing medical burden and early protection. The campaign targeted the 25-54 age group with a range of videos and subsequent advertising coupled with call-to-action messages to reach a variety of consumers, including health-conscious youngsters or parents. By leveraging the Yahoo Next-Gen Audience, our campaign reached high-value audiences in a cookieless digital environment. As a result, our campaign KPI rose by 310% with CTR that are 400% higher than the Yahoo industry benchmark!”

Another notable Merit Winner of the Hong Kong BIC Champion 2022 Awards was IKEA, whose acclaimed “IKEA Empower Your Everyday” campaign won Outstanding awards in Best Branded Content Campaign and Best Partnership Strategy, and the Merit award for Best Integrated Solution. Nicole HsuExternal Communication Manager from IKEA Hong Kong said, “In reaction to the increasing number of people working from home or reluctant to leave the safety of their four walls due to the pandemic, IKEA sprinkled a number of enticing and relevant ads, long-form content, native ads alongside call-to-action in premium media buys. Messages were tailored to groups who are studying, working and have problems sleeping at home. The content commerce ecosystem we generated – alongside Yahoo’s support – drove significant results to the campaign, namely -66% in CPA, and ROAs were 5x times better than all awareness placements.”

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Originating from Yahoo! Inc., the Asia Big Idea Chair Awards is a leading digital awards event which has travelled around the world, and was launched in Hong Kong in 2009. The Asia Big Idea Chair Awards celebrates all the remarkable advertising campaigns and ideas on Yahoo in Asia throughout the past year.

Fintech

How to identify authenticity in crypto influencer channels

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Modern brands stake on influencer marketing, with 76% of users making a purchase after seeing a product on social media.The cryptocurrency industry is no exception to this trend. However, promoting crypto products through influencer marketing can be particularly challenging. Crypto influencers pose a significant risk to a brand’s reputation and ROI due to rampant scams. Approximately 80% of channels provide fake statistics, including followers counts and engagement metrics. Additionally, this niche is characterized by high CPMs, which can increase the risk of financial loss for brands.

In this article Nadia Bubennnikova, Head of agency Famesters, will explore the most important things to look for in crypto channels to find the perfect match for influencer marketing collaborations.

 

  1. Comments 

There are several levels related to this point.

 

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LEVEL 1

Analyze approximately 10 of the channel’s latest videos, looking through the comments to ensure they are not purchased from dubious sources. For example, such comments as “Yes sir, great video!”; “Thanks!”; “Love you man!”; “Quality content”, and others most certainly are bot-generated and should be avoided.

Just to compare: 

LEVEL 2

Don’t rush to conclude that you’ve discovered the perfect crypto channel just because you’ve come across some logical comments that align with the video’s topic. This may seem controversial, but it’s important to dive deeper. When you encounter a channel with logical comments, ensure that they are unique and not duplicated under the description box. Some creators are smarter than just buying comments from the first link that Google shows you when you search “buy YouTube comments”. They generate topics, provide multiple examples, or upload lists of examples, all produced by AI. You can either manually review the comments or use a script to parse all the YouTube comments into an Excel file. Then, add a formula to highlight any duplicates.

LEVEL 3

It is also a must to check the names of the profiles that leave the comments: most of the bot-generated comments are easy to track: they will all have the usernames made of random symbols and numbers, random first and last name combinations, “Habibi”, etc. No profile pictures on all comments is also a red flag.

 

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LEVEL 4

Another important factor to consider when assessing comment authenticity is the posting date. If all the comments were posted on the same day, it’s likely that the traffic was purchased.

 

2. Average views number per video

This is indeed one of the key metrics to consider when selecting an influencer for collaboration, regardless of the product type. What specific factors should we focus on?

First & foremost: the views dynamics on the channel. The most desirable type of YouTube channel in terms of views is one that maintains stable viewership across all of its videos. This stability serves as proof of an active and loyal audience genuinely interested in the creator’s content, unlike channels where views vary significantly from one video to another.

Many unauthentic crypto channels not only buy YouTube comments but also invest in increasing video views to create the impression of stability. So, what exactly should we look at in terms of views? Firstly, calculate the average number of views based on the ten latest videos. Then, compare this figure to the views of the most recent videos posted within the past week. If you notice that these new videos have nearly the same number of views as those posted a month or two ago, it’s a clear red flag. Typically, a YouTube channel experiences lower views on new videos, with the number increasing organically each day as the audience engages with the content. If you see a video posted just three days ago already garnering 30k views, matching the total views of older videos, it’s a sign of fraudulent traffic purchased to create the illusion of view stability.

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3. Influencer’s channel statistics

The primary statistics of interest are region and demographic split, and sometimes the device types of the viewers.

LEVEL 1

When reviewing the shared statistics, the first step is to request a video screencast instead of a simple screenshot. This is because it takes more time to organically edit a video than a screenshot, making it harder to manipulate the statistics. If the creator refuses, step two (if only screenshots are provided) is to download them and check the file’s properties on your computer. Look for details such as whether it was created with Adobe Photoshop or the color profile, typically Adobe RGB, to determine if the screenshot has been edited.

LEVEL 2

After confirming the authenticity of the stats screenshot, it’s crucial to analyze the data. For instance, if you’re examining a channel conducted in Spanish with all videos filmed in the same language, it would raise concerns to find a significant audience from countries like India or Turkey. This discrepancy, where the audience doesn’t align with regions known for speaking the language, is a red flag.

If we’re considering an English-language crypto channel, it typically suggests an international audience, as English’s global use for quality educational content on niche topics like crypto. However, certain considerations apply. For instance, if an English-speaking channel shows a significant percentage of Polish viewers (15% to 30%) without any mention of the Polish language, it could indicate fake followers and views. However, if the channel’s creator is Polish, occasionally posts videos in Polish alongside English, and receives Polish comments, it’s important not to rush to conclusions.

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Example of statistics

 

Wrapping up

These are the main factors to consider when selecting an influencer to promote your crypto product. Once you’ve launched the campaign, there are also some markers to show which creators did bring the authentic traffic and which used some tools to create the illusion of an active and engaged audience. While this may seem obvious, it’s still worth mentioning. After the video is posted, allow 5-7 days for it to accumulate a basic number of views, then check performance metrics such as views, clicks, click-through rate (CTR), signups, and conversion rate (CR) from clicks to signups.

If you overlooked some red flags when selecting crypto channels for your launch, you might find the following outcomes: channels with high views numbers and high CTRs, demonstrating the real interest of the audience, yet with remarkably low conversion rates. In the worst-case scenario, you might witness thousands of clicks resulting in zero to just a few signups. While this might suggest technical issues in other industries, in crypto campaigns it indicates that the creator engaged in the campaign not only bought fake views and comments but also link clicks. And this happens more often than you may realize.

Summing up, choosing the right crypto creator to promote your product is indeed a tricky job that requires a lot of resources to be put into the search process. 

Author Nadia Bubennikova, Head of agency  at Famesters

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Nadia Bubennikova, Head of agency at Famesters

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Central banks and the FinTech sector unite to change global payments space

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The BIS, along with seven leading central banks and a cohort of private financial firms, has embarked on an ambitious venture known as Project Agorá.

Named after the Greek word for “marketplace,” this initiative stands at the forefront of exploring the potential of tokenisation to significantly enhance the operational efficiency of the monetary system worldwide.

Central to this pioneering project are the Bank of France (on behalf of the Eurosystem), the Bank of Japan, the Bank of Korea, the Bank of Mexico, the Swiss National Bank, the Bank of England, and the Federal Reserve Bank of New York. These institutions have joined forces under the banner of Project Agorá, in partnership with an extensive assembly of private financial entities convened by the Institute of International Finance (IIF).

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At the heart of Project Agorá is the pursuit of integrating tokenised commercial bank deposits with tokenised wholesale central bank money within a unified, public-private programmable financial platform. By harnessing the advanced capabilities of smart contracts and programmability, the project aspires to unlock new transactional possibilities that were previously infeasible or impractical, thereby fostering novel opportunities that could benefit businesses and consumers alike.

The collaborative effort seeks to address and surmount a variety of structural inefficiencies that currently plague cross-border payments. These challenges include disparate legal, regulatory, and technical standards; varying operating hours and time zones; and the heightened complexity associated with conducting financial integrity checks (such as anti-money laundering and customer verification procedures), which are often redundantly executed across multiple stages of a single transaction due to the involvement of several intermediaries.

As a beacon of experimental and exploratory projects, the BIS Innovation Hub is committed to delivering public goods to the global central banking community through initiatives like Project Agorá. In line with this mission, the BIS will soon issue a call for expressions of interest from private financial institutions eager to contribute to this ground-breaking project. The IIF will facilitate the involvement of private sector participants, extending an invitation to regulated financial institutions representing each of the seven aforementioned currencies to partake in this transformative endeavour.

Source: fintech.globa

The post Central banks and the FinTech sector unite to change global payments space appeared first on HIPTHER Alerts.

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TD Bank inks multi-year strategic partnership with Google Cloud

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TD Bank has inked a multi-year deal with Google Cloud as it looks to streamline the development and deployment of new products and services.

The deal will see the Canadian banking group integrate the vendor’s cloud services into a wider portion of its technology solutions portfolio, a move which TD expects will enable it “to respond quickly to changing customer expectations by rolling out new features, updates, or entirely new financial products at an accelerated pace”.

This marks an expansion of the already established relationship between TD Bank and Google Cloud after the group previously adopted the vendor’s Google Kubernetes Engine (GKE) for TD Securities Automated Trading (TDSAT), the Chicago-based subsidiary of its investment banking unit, TD Securities.

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TDSAT uses GKE for process automation and quantitative modelling across fixed income markets, resulting in the development of a “data-driven research platform” capable of processing large research workloads in trading.

Dan Bosman, SVP and CIO of TD Securities, claims the infrastructure has so far supported TDSAT with “compute-intensive quantitative analysis” while expanding the subsidiary’s “trading volumes and portfolio size”.

TD’s new partnership with Google Cloud will see the group attempt to replicate the same level of success across its entire portfolio.

Source: fintechfutures.com

The post TD Bank inks multi-year strategic partnership with Google Cloud appeared first on HIPTHER Alerts.

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