A recent global study by Ansible into the mobile marketing offering of 3,500 brands, the Mobile Index, listed Mercari, Amazon and Domino’s as Japan’s top-performing brands respectively. They were followed by Domino’s, G-Star Raw (a surprise inclusion), Coach, Fujifilm, Adidas, SoftBank, Pizza Hut and Sony. Ansible is a mobile marketing agency under Interpublic Group.
The top 10 global performers were Target, Amazon, Expedia, Airbnb, Microsoft, Agoda, Lazada, Vodafone, Adidas and Netflix. The research scored brands based on more than 380,000 data points across five key categories: discoverability, mobile optimisation, navigation and content, utility and usability, and driving desired actions.
We asked Scott McBride, chief digital officer of IPG Mediabrands Asia-Pacific, for some observations as to what set the top 10 apart.
Expedia, Airbnb and Amazon are the top three most mobile-ready brands in APAC, according to a study just released by Ansible in partnership with YouGov.
The MDEX report measures the mobile sites and apps of brands according to discoverability, mobile optimisation, navigation and content, utility and usability, and ability to drive desired actions. It doesn’t take into account traffic, app downloads or brand impressions. The study covers 12 APAC markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. A global report, including only five APAC markets, was initially released in February.
IPG Mediabrands has received an impressive total of 30 shortlists for the upcoming Festival of Media Global Awards. Coming off a strong showing at Festival of Media APAC awards, this is more testament to IPG Mediabrands’ strong global network, the shortlisted entries represent work produced by UM, Initiative, Cadreon and Ansible; with 9 of the finalists coming from the IPG Mediabrands Asia-Pacific region.
Section Category Entry title Entering Company Entering Country
CONTENT Best Branded Content Creation Award LISTERINE “Bring Out the Bold” UM Philippines
CONTENT Best Branded Content Creation Award The Person Who Changed My Life UM USA
CONTENT Best Use of Content Share a Coke, Share a Song UM USA
CONTENT Best User Generated Content Share a Coke, Share a Song UM USA
INSIGHT Best Insight Award Bittersweet Pies UM Romania
INSIGHT Best Not-For-Profit Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
INSIGHT Best Targeted Campaign Clean & Clear #SeeTheRealMe Arab teens get social J3 MENA UAE
INSIGHT The Creative Use of Data Award Benadryl – Compass UM London UK
INSIGHT The Creative Use of Data Award Sound of the Suburbs UM Sydney Australia
INSIGHT The Utility/Public Service Award Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Bittersweet Pies UM Romania
MEDIA Best Engagement Strategy Short Films Potatoes Disappearing Initiative Colombia
MEDIA Best Event/Experiential Campaign Big C: At the Heart of the Matter UM Thailand
MEDIA Best Event/Experiential Campaign Doorstep School: A street naming event for Social Change Lodestar UM India
MEDIA Best Media Partnership Award Dove’s Colourful Partnership Initiative Argentina
MEDIA Best Media Partnership Award The Late Shift UM Sydney Australia
MEDIA Best Use of an Influencer A new Axe for a new man Initiative Uruguay
MEDIA Best Use of an Influencer Share a Coke, Share a Song UM USA
MEDIA Best Use of an Influencer Wiggles UM Sydney Australia
MEDIA Best Use of Traditional Media Axe Visual Radio Initiative Argentina
MEDIA Best Use of Traditional Media Sprite Cricket Stars Radio Hijack UM MENA UAE
MEDIA Best Use of Traditional Media The Late Shift UM Sydney Australia
MEDIA Best Use of Video The coolest way to freeze hunger Initiative Mexico
MEDIA The Creative Use of Media Award The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Geo-Location Hyundai Dealer Stealer Ansible Australia
TECHNOLOGY Best Use of Mobile Absolut Buenos Aires UM Argentina
TECHNOLOGY Best Use of New Technology The Field Trip to Mars UM USA
TECHNOLOGY Best Use of Programmatic Technology Cleaning expert needed? Cadreon Argentina
TECHNOLOGY Best Use of Programmatic Technology Dove’s Programmatic Colours Initiative Argentina
TECHNOLOGY Best Use of Programmatic Technology The coolest way to freeze hunger Initiative Mexico
IPG Mediabrands has launched its mobile specialist arm Ansible in the Philippines. Offering strategy development, media planning and buying, marketing and analytics as well as user experience and technology services, the Manila-based operation will be Ansible’s fifth in the Asia-Pacific region.
The company will also offer clients access to MiBeaconsTM, a platform that assists brands to manage location-based advertising. Ansible Philippines will be overseen by managing director Jay Arellano, who moves from the same role at the IPG Mediabrands parent company in the Philippines.
Ansible, the mobile marketing and technology agency of IPG Mediabrands, in partnership with YouGov, the global market research firm, has launched the inaugural study named MDEX, ranking the world’s most “mobile ready” brands based on five dimensions across both mobile presence and performance.
The study examined how brands have and will continue to adapt to the rapid shift in consumer engagement and behaviour across the region. In Malaysia, particularly, 53% of web traffic comes from a mobile device. On average Malaysians spend close to four hours a day on their mobile devices.
The world’s most awarded mobile agency, Australian-based Mnet, is rebranding to become Ansible as the agency repositions its capabilities in the rapidly evolving mobile technology and communications space.
Mnet has achieved global acclaim* in the past two years for innovative and creative mobile communications solutions and the rebrand to Ansible, effective today, brings the business in line with IPG Mediabrands’ global roll out of the Ansible brand.
Media agency conglomerate Interpublic Group (IPG) Mediabrands India is launching its global mobile marketing agency Ansible in India in July. The agency, which works globally with companies such as Coca-Cola, Johnson & Johnson and Kia Motors, will be headed by Anjali Hegde who is currently the CEO of Reprise Media India, a unit of IPG.