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‘Brands have never had access to as much marketing data as they do now’

  • Published at 02:12 pm June 29th, 2021
Httpool Bangladesh has recently completed its first year of operations in Bangladesh under its Country Director Kazi Monirul Kabir Courtesy

Kazi Monirul Kabir, the country director of Httpool Bangladesh, has over 20 years of managerial and board level experience across South Asia, North America and the Middle East with global companies. He possesses extensive marketing, communication, innovation, strategic design and business development experience across internet, telecoms and consumer goods industries. 

In an exclusive interview with the Dhaka Tribune’s Abrar Aowsaf, he discussed Httpool’s experience working in the Bangladeshi market for the past year, and shared his insights on the digital ad market of the country. 

How was your experience operating in Bangladesh for the past year?

It is wonderful to be able to celebrate our first anniversary of Httpool in Bangladesh. The past year has been challenging, but it is one filled with many success stories as we were able to empower brands to connect with the right audiences through the most relevant platforms most efficiently. 

We have been fortunate to work with a range of businesses expanding across sectors and corporations as a Facebook authorized sales partner (ASP). Httpool Bangladesh now also acts as a local advertising partner for Spotify, expanding opportunities for local companies and brands.

In Bangladesh, how has the demand been for ad space on Facebook and Spotify?

Httpool’s team in Dhaka is currently serving more than 900 brands for Facebook across various industries like healthcare, CPG, entertainment, finance, e-commerce, education, and more. The market is being serviced and supported by 25 plus dedicated digital specialists based locally and internationally. 

According to DataReportal, there were 45 million social media users in Bangladesh in January 2021. In addition, IDLC reported that there are more than 300,000 Bangladeshi stores that are using Facebook as a business platform, which indicates that the demand for ad space on Facebook has been significant.  Our Facebook platform expert teams provide value-added advantages like campaign consultation, troubleshooting, creative, media and measurement best practices, and education webinars free of cost to all partner advertisers working with us to use the platform most efficiently.

In just one year, Httpool built its successful Facebook ASP operations to empower advertisers in Bangladesh. This year we added Spotify, a new audio opportunity, to our portfolio. This particular platform’s demand for ad space has been commendable, as evident by our launch partner advertisers, including Unilever Bangladesh, bKash, Berger Paints, and Index Group. 

How does the demand for digital ads in Bangladesh compare with global peers? What is the potential for digital ads in Bangladesh?

A company with a strong global track record of 20 years, Httpool, an Aleph Holding company, aims at connecting the digital ecosystem, serving as the link between advertisers and digital platforms. The local team in Bangladesh will continue to build on the foundations they have set in their first year in business and pledge to take the digital advertising industry of Bangladesh to new heights. 

As it stands, there are 170 million mobile connections with a penetration rate of 54% according to DataReportal. All these highlight the potential of Bangladesh’s digital advertising industry.

In the era of digital advertising, data seems to be the new king. What are the challenges that come along with it, and how can B2B advertisers make better use of data to effectively connect with their audience?

Brands have never had access to as much marketing data as they do now. This includes personal information, such as email addresses of consumers, purchasing habits, mobile number, etc. Public data, such as recognizable marketing strategies used by rivals, overall shopping habits, and so on. 

Having the right data is essential. But having a lot of data can be detrimental for any kind of business activity. We need to sort the right data at a fundamental level to make our life comfortable when running any marketing campaigns to better connect with our audiences. 

How long do you think it will take for B2B to adapt to data-driven digital advertising and marketing in Bangladesh fully?

Many businesses in Bangladesh are already using data-driven digital advertising and marketing in Bangladesh. Any business that runs advertising campaigns on Facebook measures its return on investment (ROI) with the help of a Facebook ad manager. Suppose a company runs multiple campaigns or the same campaign multiple times. In that case, they will have data that can be used for future references or business activities.

Can you list one of the top digital campaigns that Httpool has run in Bangladesh over the past year?

While we conducted many campaigns over the year, one of the most noteworthy would be with Robi Axiata Limited. We ran a digital advertising campaign on Facebook to highlight their 4.5G network. Robi’s campaign was considered as a “brand lift study” and analyzed in cooperation with Facebook. 

The standard of an ad recall for a brand lift is 6.1 points. Robi’s ad scored 10.7 points, making it significantly better than the average score. The standard average message recall score is 2.0 points. This particular campaign saw a strong message recall uplift score of 3.5 points, once again providing a result significantly better than the benchmark.

What are Httpool Bangladesh’s future plans?

Our overall aim in Bangladesh is to help the local businesses thrive by assisting them in performing better on digital platforms. Our plans include expanding our portfolio by bringing new partners and changing the digital landscape of Bangladesh.  We are very hopeful about the growth of this market in Bangladesh, and we want to be a crucial part of this growth.

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