Digital World – Global Digital Marketing News: Friday 22 April 2016
This week’s digital world offers a look into Facebook advertising in India and Southeast Asia, the popularity of Tencent’s WeChat and Uber’s crackdown on fraud in China.
WeChat blasts past 700 million monthly active users
A new report from Chinese data tracker Quest Mobile reveals that Tencent’s WeChat has broken the 700 million monthly active user barrier in March. It is well known that WeChat has been China’s number one social app for some years but Quest’s Mobile report shows the extent of WeChat’s popularity. QQ is the only other app which is remotely close in its number of users. Alibaba’s mobile Taobao app ranks a distant third and the once popular Sina Weibo would now need the addition of 300 million new active users to share success with WeChat.
Facebook ads see strong engagement in India and Southeast Asia
Advertising automation firm, Nanigans, has conducted research surrounding Facebook ad performance in Asia-Pacific.
The report revealed that India and Southeast Asia showed strong engagement towards Facebook ads.
In India, Nanigans reported a Facebook ad clickthrough rate of 2.1%, higher than any other market in Asia-Pacific. It is also interesting to note that users of Facebook ad platforms paid the second-lowest cost per click ($0.12).
In the countries of Southeast Asia, Facebook CTRs were slightly lower at 1.5%. According to eMarketer the “strong performance among Facebook advertisers in India and Southeast Asia helped propel the company’s ad revenues in the region to new heights in Q4 2015. Facebook earned $832 million from Asia-Pacific advertisers in Q4 2015, placing the region in third place behind North America and Europe”.
Uber introduces facial recognition in China
Uber has been publicly dealing with a lot of fraud in recent months. Drivers have gone to great lengths to spoof their locations and have even been faking rides to cash in on subsidies. It feels like each week Uber are in the press and this week is no different. New security features introduced by apps like Uber, China’s Didi Kuaidi and India’s Ola are an attempt to crack down on the fraud.
This week, Uber unveiled a new facial recognition feature. The purpose? To ensure drivers are who they say they are! It will be first trialled and launched in China.
How will it work? During registration, drivers be will asked to use facial recognition and they will also be asked to participate in spot checks in the app. Uber has created this feature in collaboration with Face++, a Chinese facial recognition start-up. Drivers should see this feature appearing in the app from next month.
Over the past few months Uber has also launched several localised services in Asia. One example is UberMOTO, a motorcycle hailing service. Read more on UberMoto here.
Camouflaged! by Flickr user Vinoth Chandar
Starting block by Flickr user Carlos ZGZ