How to Navigate Asian Market Entry Strategy & Advertising Regulations in 2021

Introduction

In this blog, Madi Bachar, VP of Sales at MGID, shares valuable insights on Asian market entry strategy and advertising regulations. Learn from the industry expert about the impact of traffic and privacy regulations, key responsibilities and challenges, strategies for working with direct clients and agencies, and building strong client relationships.

Mgid: A Global Performance Network

• Mgid, a global performance network, has been in the industry for almost 14 years, with a focus on native advertising.

• The company has expanded globally, with offices in 14 markets around the world, offering multiple solutions for performance advertising.

• The United States is the main market for Mgid, chosen for its significant revenue and advertising spends.

• While the US remains a crucial market, Mgid has also found success in other markets such as Vietnam, where they have become one of the leading native players, surpassing competitors.

• In Asia, Mgid has been actively expanding, including an acquisition in Thailand, strengthening their presence and offering diversified solutions beyond native advertising.

The Impact of Traffic and Privacy Regulations on Performance Marketers

• The type of traffic and publishers play a key role in the business model, starting with affiliate communities and then expanding to local teams and premium publishers. Different traffic types, such as mobile and desktop, perform differently based on the offers and advertising goals.

• Evolving privacy regulations, such as GDPR in Europe, have significantly impacted the business operations, leading to the growth of the moderation team and the implementation of new procedures like KYC (Know Your Client). Compliance with country-specific regulations, such as restrictions on gambling or advertising, requires constant adaptation and flexibility.

• As the VP Global Sales at mgid, the role involves managing a team spread across 14 different markets, focusing on supporting the sales team, account managers, and lead generation. With 14 years of industry experience and a background in business sales and development, the passion lies in enabling the team to excel in their roles and navigating the dynamic landscape of performance marketing.

Key Responsibilities and Challenges

• The speaker emphasizes the importance of equipping teams with the necessary tools and guidance to achieve their goals, indicating a strong focus on enabling and supporting colleagues.

• The speaker describes a typical workday that involves addressing internal team issues, collaborating with stakeholders, and providing assistance to the sales team in overcoming client challenges, demonstrating a wide range of responsibilities.

• The example of joining a sales call to aid in closing a deal and traveling to Malaysia to finalize another one illustrates the speaker’s hands-on approach and dedication to supporting the team at various levels both internally and externally.

• The speaker perceives helping and empowering colleagues as their ultimate responsibility, highlighting a deep commitment to facilitating success within the company.

• Regarding advertising formats, the speaker discusses the significance of maintaining native and relatable content in ads, emphasizing the effectiveness of real-life, non-branded creatives that connect with users on a personal level, advocating for a genuine and authentic approach to advertising.

• The speaker suggests that the success of native ads lies in their relatability to users, making it essential to incorporate real people and authentic experiences, drawing from personal experiences and interactions with ads to emphasize the impact of genuine content on consumer engagement.

Strategic approach to working with direct clients and agencies

• When working with direct clients, the process is much more involved, as many clients may not have experience in Native advertising.

• Direct clients often come from a different advertising background, such as social or display ads, and need assistance in transitioning to Native advertising.

• Creating a native look and feel in the advertising strategy is crucial, rather than simply transferring banner ads to Native platforms.

• The creative department plays a key role in helping direct clients with messaging, landing page creation, and overall support in adapting to Native advertising.

• On the other hand, agencies, while representing clients, can be reluctant to embrace new solutions that require additional effort and approval.

• Understanding and aligning with the agency’s strategy is essential, as they may need solutions that fit their existing approach rather than introducing entirely new concepts.

Building Strong Client Relationships

• The key to maintaining strong client relationships is through effective communication and providing personalized service.

• Account managers play a crucial role in addressing payment issues and ensuring that clients feel supported and taken care of.

• Attending industry events can be a powerful tool for networking and finding new clients. It’s important to approach all exhibitors and ask questions, as surprising partnerships can arise from unexpected places.

• The future development plans for MG involve becoming one of the leading performance platforms globally, despite facing competition and obstacles. The goal is to achieve a solid and stable position in the industry.

• The rapid growth of e-commerce is expected to gain momentum in the near future, following a decline in the past year. This trend is attributed to people seeking more physical experiences after the pandemic, but e-commerce is projected to regain strength and become a significant advertising engine in the coming years. Additionally, video advertising is transitioning from a branding tool to a performance-oriented platform, especially with the rise of TikTok and its impact on performance advertising.

Conclusion

Gain an in-depth understanding of Asian market entry strategy and advertising regulations with expert insights from Madi Bachar, VP of Sales at MGID. Use this knowledge to navigate the dynamic landscape of performance marketing and build strong client relationships in the Asian market.

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