APAC > APAC

Mikko Kotila, Founder & CEO, STATSIT Discusses the Evolution of Their Proposition & Regional Differences in APAC.

Can you give an overview of the STATSIT proposition and how you have evolved in the data-driven display-buying space?

STATSIT started on the back of our previous company, which was providing automation and workflow management solutions for some of the biggest SEM players in Scandinavia. We used the money we made to start STATSIT in 2008. The first 18 months were funded out of our own pockets, so we were literally free to do whatever we wanted.

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Having recently partnered with four major APAC mobile operators, Amobee’s presence in the region has been progressively getting stronger. ExchangeWire caught up with Amobee CEO Trevor Healy to discuss their strategy and how their platform PULSE for Publishers aids monetising publisher inventory.

Can you briefly provide background information on Amobee? What does the business fundamentally do/provide?

Amobee is the global leader defining mobile advertising, providing mobile advertising solutions to large mobile operators, publishers and brands worldwide. Amobee’s advanced, proprietary mobile advertising technology and expertise enables brands to reach target customers on a global scale with leading-edge mobile ad campaigns, from a simple text message to a rich media and 3D experience, to achieve guaranteed results. Mobile publishers and operators work with Amobee to monetise mobile inventory on a global scale and achieve the highest ROI by offering advertisers data-rich mobile inventory.

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Data has gotten heads spinning. It’s too many in kind and too much in quantity. Data is becoming a big problem. More data means more cost, and more inputs lead to more complexity. Complexity, in turn, leads to more cost.

The cause and effect of this relationship is relatively clear and predictable. However, the relationship between between data and value is not at all clear.

While we focus on soap-peddling innovation, the Big Data cartel has a bigger agenda. While consumer goods companies want consumers to buy more goods, armed with glossy brochures and catchy whitepaper titles, the IT companies want us to buy more IT. They call it Big Data.

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In recent years, Japanese ad technology firms have announced their business alliance in ASEAN markets one after another, revealing a trend of applying their know-how and technological edge, accumulated in the Japanese market, extensively on a global scale. Last year, D. A. Consortium Inc. (DAC) formed a capital and business alliance with Innity Corporation Bhd.(Innity), a Malaysian digital media network company, and announced that the two companies would jointly enter RTB markets in seven countries. We interviewed Mr. Yutaka Shimizu, DAC ASIA PTE. LTD.’s President & CEO, about their strategy in the Southeast Asian market and the background of tie-up with Innity.

What is the background on your company’s entrance into the Southeast Asian market?

The online advertising market in Southeast Asia is expected to grow significantly, with an increase in internet penetration in each country in the region, and a rapid expansion of smart devices, boosted by the high economic growth of recent years. Singapore, situated in the center of the region, is home to the Asian head-offices of Google, Yahoo!, MSN, Facebook and many other global media companies.

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China online advertising revenue reached 75.31 billion Yuan in 2012 and entered into a period of steady growth.

According to the latest data of Chinese online advertising in 2012 released by iResearch, China’s online advertising revenue reached 75.31 billion Yuan, up 46.8% over last year. The growth rate was comparatively slow and it indicates that the online advertising market has entered into a relatively steady period.

Along with the increasing number of internet users and the change of their behaviours, advertisers need to find a more effective way to reach more consumers. The online advertising industry still has room to improve and advertisers have started to pay more attention to the effects of marketing.

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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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ExchangeWire is organising a small network party for the data-driven ad community in Singapore on Thursday January 24. ExchangeWire will be again hosting ATS Singapore – on Wednesday June 12, 2013 – and this is an opportunity for those based regionally, working in the programmatic trading space, to catch-up ahead of what will be the key regional industry event of the year.

Attendance is by invitation only so be sure to register quickly since space is limited. If you have any questions please email as us here: info@exchangewire.com

We hope to see you there!

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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