APAC > Ad Exchange

Mikko Kotila is Founder & CEO at STATSIT.

The advertising industry is huge. Currently at half a trillion dollars it earns its place amongst world’s largest industries, with the likes of pharma.

People tend to overlook the magnitude when they’re evaluating the programmatic media trading opportunity. Google estimates that online display advertising will be an US$200 billion industry by 2020. I assume that includes all screens, social, apps, and the whole lot.

Let’s say we really are going to see an average 20% per annum increase in investment and the share of exchange trades out of the total investment grows 5% per year. In that scenario, there will be US$350 billion worth of online display exchange trading taking place in the next 8 years.

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Much is spoken and written about the growing economic strengths of the BRIC markets, it is one reason why ExchangeWire has a growing presence in these markets. However, when it comes to ad tech, India often is left in the shadows for some reason. When commentators future gaze about the APAC market, the focus is predominantly around Japan, China, South East Asia and Australia; but India is a sleeping giant of ad tech that is about to awaken.

The opportunity in India is sizeable, with over 100 million people online and a fast-growing e-commerce industry. Whilst it is still one of the smallest e-commerce industries in APAC, its growth is predicted to increase at the fastest pace over the next five years, according to Forrester. In 2011 alone it took on an estimated $1 billion of investment, and the economy as a whole is the 10th largest in the world, with an ever-increasing GDP — but what is the opportunity around ad tech specifically?

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Mediabrands Audience Platform (MAP) is expanding multidirectionally in the APAC region into China, India, Japan, Australia and Southeast Asia. Here Arun Kumar, President of MAP G14, discusses with ExchangeWire the state of the region and what to expect for 2013.

Can you give some overview on the MAP solution in the APAC region in terms of trading approach, technology and staffing resource?

We have expanded rapidly in the region in 2012, especially in the bigger markets like China, India, Japan and Australia. In Southeast Asia, we have developed centers of excellence to help drive product adoption. We have extended our technology solutions wherever appropriate to APAC markets, but have been conscious to include local solutions from partners.

SE Asia has pretty high mobile use in terms of internet access, can you give some insight into the mobile strategy being deployed by Cadreon and MAP?

Yes, SE Asia is high on the radar when it comes to mobile, but our focus extends beyond mobile RTB which is currently limited in terms of available inventory. For us, and for our clients, the bigger play is to ensure that communications are designed from the beginning to take advantage of the third and fourth screens, and the role they each play in our consumers’ media and purchase patterns.

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There are signs that the data-driven ad market in APAC is gathering momentum. With a number of US vendors now entering the market, and local APAC solutions getting new funding and traction throughout the region, APAC is likely to have a big growth spurt in 2013. Pubmatic, another significant player in the space, announced its move into the region with the launch of its newest data centre in Singapore, which will provide the platform to service growing business in the South East Asia and Australia. ExchangeWire caught up with Paul Shepherd, Country Manager, Australia to discuss the recent expansion.

How have you seen the Australian market develop over the last 12 months?

From a display point of view, the Australian market has been quite robust. The IAB reported that growth in FY11/12 was 15%, and to all accounts the market is continuing to grow at a similar number. I think the winners of the last 12 months have been Google, Facebook and the Category specialists like carsales.com.au and realestate.com.

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Brandscreen announced this morning that it is raising a further eleven million dollars in a new round of funding. The Series B round was led by Macquarie Capital Group Limited (“Macquarie Capital”), and was joined by new co investors including SingTel Innov8 (Singapore) and existing investor Southern Cross Venture Partners (Palo Alto and Sydney). The new funding comes amid signs that the data-driven ad market is picking up serious momentum across the APAC region. Japan, the second largest display market globally, is seeing significant growth with the three big agencies investing considerable resource into the data-driven opportunity locally. China is also undergoing a big shift there. A number of key players have set up exchanges over the past twelve months, including Alibaba who runs the Taobao exchange. Google’s Adx is also heavily active in the Chinese market. While Korea and Singapore remain at an early stage of development, the signs that the market in APAC is going to move significantly in 2013 are there. Brandscreen’s new fund raise will doubtless be used to expand into these growing markets, and position it as the leading DSP in the APAC region. It will be interesting to see how Brandscreen will compete with the US and domestic players operating in the multiple markets.

A major new private advertising exchange specifically for Japanese mobile inventory, including smartphones and tablets, is announced today between CyberWing Corporation, a media representative for Japan’s leading internet service providers and a subsidiary of NEC BIGLOBE, Ltd., and OpenX Technologies, Inc., one of the world’s leading providers of digital and mobile advertising technology. This multi-year partnership is expected to launch in the second half of 2012.

The new exchange will enable approved advertisers worldwide to purchase mobile inventory from mobile developers within a closed marketplace environment. The exchange’s premium inventory will include owned and operated in-application inventory supplied by two of Japan’s leading internet service providers, BIGLOBE and Nifty Corporation, a subsidiary of Fujitsu Limited. The inventory will also include supply from Twipple, the leading Twitter mobile client in Japan, and the ten leading Japanese ad networks with which CyberWing has agreements. The companies expect that hundreds of millions of impressions will be in the exchange at launch.

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Phil Duffield, Managing Director Adap.tv, discusses the growth of Video RTB in the APAC region, publisher adoption of the buying mechanism and some key infrastructure problems that currently is holding back the market.

Is the fusion of TV and video applicable to the current state of video advertising in AU and APAC?

Absolutely. Growth in online video consumption is a global trend and the opportunity for consumers to watch it on more channels and more devices is fueling it. One of the most interesting trends to watch in these regions will be the rise of connected TV. In the U.S. it took a significant leap onto agency media plans this year, but in Australia and APAC it’s challenging. Currently, the volume of video traffic is an issue as few homes currently have sufficient speed to stream high-definition content. But it’s improving all the time and the eventual rollout of the NBN will solve for this. After that, we should start to see a significant growth in the adoption and use of connected TV in our region.

Given that premium publishers in the region have been slow to adopt RTB for display, how will the likes of Adaptv bring premium liquidity to the market for Video?

It will be about empowering them with technology, through private marketplaces and showing them that RTB can no longer be pigeon holed as a race to the bottom but as a way to drive eCPM’s up. We will also look at premium overseas inventory through either marketplace connections or again a private marketplace option.

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Ros Allison is a Director at Vivaki. Here she discusses Vivaki’s cross-platform approach in the APAC marketplace, AOD’s multi platform addressability and the growth of the data-driven market in the region.

You’ve recently launched a world first offering in the addressable media space, with the multi platform capability through Audience On Demand. Is it a platform? Or a service? Could you outline its proposition and does this mean big changes to the current advertising landscape for advertisers?

We’re now buying multi platform, multi device campaigns, across mobile, video, display and tablet channels, in real time. It’s the first true cross platform execution – fully optimized in real time and executed within a single platform.

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