Havas Media Singapore has released its 2018 media and marketing trends, Havas Horizon. The annual Havas Horizon publication is in conjunction with National University of Singapore’s Institute of System Sciences (NUS-ISS). The team has selected 5 relevant trends for marketers in the region to take note of, which arose from interviews with subject matter experts and includes case studies from forward-looking brands. Other than a brief description of the trends, readers can also find out what are some of the implications to marketing strategies through our perspective. The publication also identified some of the executive education courses at NUS-ISS available to working professionals who wish to level up their skills to be future-ready.

1. Everyyear,Ivisitmyoldneighbourwhoisinhisninees.HecoulduseSkypeandYouTubeonhis
tabletandholdconversaonsoncurrentaffairs,despitehavingonly6yearsofformaleducaon.He
neverfailstosurpriseandinspiremeeach mewithlilenuggetsofwisdomorsomethinghelearnt
onhisown.Thisyear,ourconversaonturnsto学海无涯 (XueHaiWuYa)whichembodieshis
learningspirit.Literallytranslated,itmeans,“theseaofknowledgeandlearningknowsno
boundaries”.
Indeed,onlywithconstantthirstforlearningcanwethriveamidstchanges.Excing mesareaheadIndeed,onlywithconstantthirstforlearningcanwethriveamidstchanges.Excing mesareahead
formarketers.Theconvergenceofdata,contentandtechnologydrivesinnovaon,redefines
customerexperiencesandprovidesnewopportuniesformarketerstoshape.Aswelookacrossthe
horizonsfornewtrendsandtechnologiesin2018,takesome metoembrace,experimentandplay!
ForewordbyLimWeeKhee,
Chief,DigitalInnovaonandDesignPracceatNUS-ISS
FOREWORD
2018TRENDSOUTLOOK
HAVAS
HORIZON
Bigdatacreatesneedformoreintelligence
Markengandmediaimplicaons
Consumersandproducersareproducingbillionsofgbofdataeveryday.Tocopeandcompete,
marketerswillhavetousearficialintelligence(AI),machinelearningandautomateddata
visualisaon.Beyondunderstandingdata,self-learningAIcanalsohelpthempredicttrendsand
pa ernsalongeverystageoftheconsumerjourney.
TREND
1
CASESTUDY
Voicesearchwillbecomemorepopular
Markengandmediaimplicaons
TREND
2
CASESTUDY
Demandforself-serveanalycsandunderstanding
a ribu on
Markengandmediaimplicaons
TREND
3
NEWS
Respondingtocontext
Markengandmediaimplicaons
TREND
4
CASESTUDY
Shi from“touchpoints”to“trustpoints”
Markengandmediaimplicaons
TREND
5
CASESTUDY
INCONCLUSION
It'saworldwheretechnologyandinnovaonbecometwinengines,fuelledbytheunderstandingof
dataandtheuseofcontent.Formarketerswhoareabletoharnessthepoweroftheconcept,theywill
bewell-poisedtoblastoffintothefuturewithgreatsuccess.
CREDITS
Alookbackat2017…
In2017wetalkedaboutthese5themes.Beforewegettothe2018mediaandmarkengtrends,let’sreviewhowthe2017
themesfared(rated1to5with1beingthemostinaccurate).
Machinelearningandmarkengintertwine
3/5.Thetrendwasaboutintelligentrecommendaonsdeliveredthroughvarioustouchpoints.Whatwefoundwasthatmachine3/5.Thetrendwasaboutintelligentrecommendaonsdeliveredthroughvarioustouchpoints.Whatwefoundwasthatmachine
learningtookabackseatinSingaporein2017andchatbotsreallystoodout,withmajorbanksandtelcosinvesnginthem.They
aremostlyaimedatenhancingcustomerserviceandreducingmanpower.
Messengersasecosystem
2/5.Sadly,itseemedthatthemobilemessagingappspaceremainsasfragmentedasever.Eventhoughsomeappshavecomeup
withownpaymentmethod(GrabPay,NETSQR,evenoBikecryptocurrency),eachremainsasilos.
Videoscreaonandconsump onwillchange
3/5.Forconsumersandinfluencers,videocreaonhasbecomemorevariedandprofessionalduetobe erequipmentandapps.3/5.Forconsumersandinfluencers,videocreaonhasbecomemorevariedandprofessionalduetobe erequipmentandapps.
Thesamegoesforvideoconsump on,whichshiedtowardslong-formvideostreaming.Yet,videoremainsthemost
under-u lisedformatamongmarketers.TheyprefertosckwithtradionalTVCsoroptoutofitcompletely.Thatislikelydueto
theprohibivecostandeffortrequired,despitebeingagreatmediumforstorytelling.
On-demandOTTTV
4/5.Ithasbeenabumperyearforon-demandTV,withthelaunchofAmazonPrimeinSingaporeandthebundlingofNe lixwith4/5.Ithasbeenabumperyearforon-demandTV,withthelaunchofAmazonPrimeinSingaporeandthebundlingofNe lixwith
aLiveUpsubscrip on.Numbersforsubscrip onstoTogglePrimeandViuarealsoontherise.“WiththeemergenceofOTTTV
servicesandentryofNe lixin2016,nearly89,000subscribershavewithdrawnfrompayTVservicesinSingapore,”saidDBS
analystSachinMial.However,localmarketersseemtohavefailedtojumponthisbandwagonwithfewproduct
placements/sponsorshipdeals.(That'stheonlywayto“adverse”).
Meaningfulmarkengwillresonateevenmore
2/5.Intensecompe ondrovebrandstoprovidevalue-drivendealsinsteadofinvesnginpurpose,whichcouldpartlybedueto2/5.Intensecompe ondrovebrandstoprovidevalue-drivendealsinsteadofinvesnginpurpose,whichcouldpartlybedueto
Singaporeans’demand.Havas’MeaningfulBrandsIndex,abarometerformeaningfulness,registereda4%declinein2017over
thepastyear.WedoseeagrowingdesireamongclientstounderstandMillennialsonadeeperlevel,asevidencedbyour
MillennialCodeEthnographyPresentaoninNovember2017.Pointtonote:demandformeaningfulbrandsisthehighestamong
Millennials,whocouldmakeadifferenceintheshareofwallet.
VineetKumar
Research&InsightsManager
AlexisCheong
Strategist
MoritzFischer
AssociateTechnologyandProject
Director
BenjaminChua
HeadofMobext
JoyceChua
RegionalInsightsandAnalycs
Manager
DeansonLee
AssociateDigitalMediaDirector