Starcom partners Microsoft in research efforts

MICROSOFT ADVERTISING   STARCOM    RESEARCH   

Hong Kong - Starcom MediaVest Group has partnered with Microsoft Advertising to launch a series of research initiatives, with the first project to look at the online habits of mothers across Asia.

The insights will provide advertisers with new approaches to reach an important segment that not only purchase products and services for themselves but yield great influence over purchasing decisions of their household. 

Synovate will conduct the study on behalf of Microsoft and Starcom via an online survey while Starcom will also conduct face-to-face interviews with mothers in key markets.

Conducted across eight markets in Asia such as China, Hong Kong, Singapore, Malaysia, and Japan, the survey will also reveal attitudes of Asian mothers towards new media technology. 

Kenneth Andrew, marketing director for Microsoft Advertising, said more than 107 million women aged 25 to 44 access the internet each month in Asia Pacific, comprising 22% of the region's total internet population over the age of 15.

Furthermore, women in Asia spend an average of more than 18 hours per month online.

"The research will provide deeper insights into how mothers use technology, which will help advertisers determine the best platform to reach them," he added.

Joanna von Felkerzam (pictured), director of research and insights, North Asia for Starcom MediaVest Group, said SMG's past research on mothers showed the strength of mother networks, as well as the power of brand advocacy with this key consumer demographic.

"Working together with Microsoft Advertising enables us to dig even deeper into the world of internet-savvy mothers for laser-sharp targeting across diverse life stages," she said. 

Pushkar Sane, chief digital officer, North and South Asia, for Starcom MediaVest Group said this is one of the many joint initiatives with Microsoft Advertising.

He said the strategic partnership will span across research, education, measurement and innovation.

Sane said mothers are an important audience segment for many of their clients.

"This initiative will help us bridge the current information gap that exists in our understanding of this key demographic."

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