9 December 2012 in ExchangeWire APAC
Nitin Chowdhary is Business Head & Vice President at PrecisionMatch (SVG Media). Here he discusses the roll out of SVG’s new personalised trageting solution in the region, as well as developing trends in the APAC display marketplace.
Why did SVG decide to launch PrecisionMatch?
Companies like BlueKai and eXelate were established in the North American market, not in APAC. This offered an opportunity to create a unique offering in the region, to be the APAC regions’s first data provider for digital marketing. This also offered the opportunity to create incremental revenue stream for publishers.
What industry requirements is PrecisionMatch answering? What need-gap are you trying to fill through PrecisionMatch?
Display advertising’s ROI is lagging behind search and social’s because it was less targeted than search and social. Essentially, display was historically bought and sold on the basis of website placements, rather than audience. Almost 60% of internet display inventory is now available in RTB in a disaggregated form. On last count, 20% of display advertising in US has moved to RTB, and the trend is accelerating. In this scenario, the only way to effectively target display advertising is by using targeting data. Without this ROI is destroyed.
A number of publishers are capable of generating good audience insights that should be leveraged across sites, rather than on one site that consumers visit. This creates the ability to make more money for these publishers. In the APAC region, which has about USD $700 million of display advertising spend, supply of inventory outstrips demand about five times. In addition to this, the content being consumed is fragmented. Buying plain impressions no longer drives ROI, so advertisers want to buy audiences rather than impressions. Our solution is to use PrecisionMatch data to buy the right audience. Data-targeted display can improve clickthrough rates by 300%, and postclick engagement by 200%, because the relevance of the audience is significantly improved.
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30 August 2012 in ExchangeWire APAC 2 Comments
Criteo has announced that it is entering into an advertising partnership with Yahoo Japan. In a deal that reflects other international agreements, Criteo Japan appears to be buying ad space from Yahoo Japan. A piece in the Nikkei today states that Criteo will be running third party tags across the Yahoo Japan domain, allowing Criteo to retarget for its advertising clients.
This is significant move as Yahoo Japan remains a first party ad serving publisher. Is this a sign of a change of strategy at Yahoo Japan? Will agencies soon be able to 3rd party ad serve across the Yahoo Japan domain? Could we see Yahoo Japan building out an exchange proposition for unsold inventory, with a third party vendor?
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26 April 2012 in ExchangeWire APAC
Stuart Spiteri is Chief Operating Officer at News Digital Media – and worked previously at Google as the head of platforms for Japan and Asia-Pacific. Here he discusses his new role at one of Australia’s biggest publishers, the challenges/ opportunities that lie ahead and some wider trends from the greater APAC market.
Can you give some overview on the new role at News Digital Media – and some background on your experience in the APAC region?
I joined NDM in December 2011 from Google in Singapore where I was head of platforms across the Japan and Asia-Pac region, looking after the display business including DoubleClick suite of products including Ad Exchange, plus Invite Media.
Prior to Google, I was with Akamai Technologies as MD of their Asia-Pac business for seven years, providing platform-led technological solutions to a broad range of blue chip organisations that included working closely with all major Australian publishers.
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18 March 2012 in ExchangeWire APAC
Vicki Lyon is Managing Director SpotXchange Asia-Pacific. Here she gives her synopsis on the recent ATS Sydney event.
The inaugural ATS conference here in Sydney was a resounding success, with several hundred attendees and a great cross-section of industry commentary. From Star Wars analogies to resounding calls for more transparent data, it set the scene for an open and honest dialogue throughout the day.
Some of the liveliest discussions that took place revolved around Real-Time Bidding or RTB. Advertising agencies are increasingly embracing RTB as they reap the benefits of greater efficiencies and improved campaign results. Many advertising agencies viewed that demand for RTB, particularly in the online video space, will be high this year but more publishers need to come to the party and supply more inventory and transparency.
One of the key points that came out of these discussions was the need for more quality data. This was a concern for both publishers and advertisers, and one of the key questions raised was why 1st party data wasn’t being used by agencies and publishers, none of the 3rd party data providers offer enough to run a quality campaign.
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14 March 2012 in ExchangeWire APAC
It was big day yesterday in the APAC market for ExchangeWire as we held our inaugural ATS conference in Sydney. Over 270 attendees from the Australian and APAC buy and sell side came to ATS Sydney. We will be posting video footage and presentations in the coming weeks. Mi9, the new ninemsn ad exchange, was launched officially by Mark Britt, Group CEO, ninemsn, at the event. His keynote outlined the new proposition – and took aim at the biggest player in the Australian market, namely Google, referencing it as “the death star”. Marketing magazine has a run down on the Mi9 presentation here. Outside of the Star Wars references, debate and analysis on the emerging data-driven advertising space was presented by some of the biggest names in the market. The APAC overview panel give some interesting insight on how the key APAC markets are developing around programmatic buying, particularly in China and Japan. There was an excellent interjection at one stage during the open question segment by one of Taobao’s top execs, when he gave the attending audience a break down of the RTB market in China – and it would seem the Chinese automated market is growing fast. Let’s just say he was the most sought-after man in the room after we broke for the afternoon networking session. ExchangeWire would again like to thank all ATS Sydney sponsors, the speakers who give their time on the day, and all those who attended. We look forward to next year’s event.
12 March 2012 in ExchangeWire APAC
ExchangeWire is looking forward to tomorrow’s ATS Sydney event. We are bringing together the region’s most senior digital ad execs to discuss the emerging data-driven display eco-system – and it’s likely effect on how media buying is done across the APAC region. The conference is attracting over 250 agency execs, senior marketers, ad tech vendors and publishers. A full list of speakers can be seen here. And you can get the complete agenda here. ATS Sydney is now sold-out, and we are looking forward to a lively day of debate and analysis. The hashtag for tomorrow’s event is #ATSS12, and we encourage everyone to get involved in the conversation. ExchangeWire would like to thank all the sponsors for their support in making this event possible – and also to the speakers who are giving up their time to participate in what is going to be an epic day.
5 March 2012 in ExchangeWire APAC
Managing Director of Adap.tv, Phil Duffield, discusses their increasing activity in the Australian, South East Asian and Japanese marketplaces. He says how the adoption of traditional media buying by today’s industry has created silos in TV and video resulting in massive operational costs and time for both buyers and sellers and how 2012 promises to be very exciting with new strategic products in the pipeline and more global expansion.
Can you give an overview of Adap.tv and its offering within Australia and the wider APAC region? What markets are you active in?
Adap.tv is the leading programmatic platform for buying and selling video and the world’s largest video ad marketplace. The Adap.tv Platform offers automated technology for buying and selling video. It’s a single platform for all video screens that can be easily configured to meet advertisers and publishers business goals. The Adap.tv Marketplace is the largest global exchange in volume. With the option to transact over spot, committed and RTB inventory, buyers and sellers always get total clarity into pricing and inventory. We have just launched a new office in Sydney, Australia and are also active in New Zealand, Singapore, Japan, Hong Kong, Malaysia, Indonesia and Thailand.
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21 February 2012 in ExchangeWire APAC 2 Comments
Marc Barnett is the GM of Microsoft Media Network & Microsoft Advertising Exchange. Here he discusses the growth of the Microsoft Ad Exchange in Australia and NZ, the relationship with retargeters and third party buyers, channel conflict and data monetization.
Can you give us a little background on your new role as GM of Microsoft Media Network? What does your remit entail and what territories do you cover?
In my new role I am responsible for leading and driving the growth of the Microsoft Media Network and the Microsoft Advertising Exchange across Australia and New Zealand.
Late last year, the Microsoft Media Network was brought into the joint-venture between Microsoft and Nine Entertainment Co. This change, coupled with the launch of the Microsoft Advertising Exchange, gives us a unique opportunity to offer advertisers access to our data-driven suite of products at scale along with the option to buy through our RTB-enabled Exchange. We have increased our investment in this area of our business over the past four months and the team will be expanding to include 25 people across sales, operations and media buying by the end of March.
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19 February 2012 in ExchangeWire APAC
We are delighted to announce another eleven speakers for ATS Sydney on March 13. The event is fast approaching and preparations are in full-swing. The addition of the following new speakers promises to make this perhaps the best ATS yet, and a superb inaugural event in Australia. Read below for more about our new speakers and check out the event page for full bios, an updated agenda and how to book tickets.
That new ATS Sydney speaker list in full…
Stuart Spiteri, Chief Operating Officer, News Digital Media
Stuart Spiteri joined News Digital Media in December 2011 from Google’s Singapore office, where he was head of platforms across the Japan and Asia-Pacific region. In addition to leading the growth and direction of News Digital Media’s portfolio of standalone businesses, Spiteri works closely with News Limited’s divisional leadership teams to develop and grow News’ newspaper and magazine websites, tablet applications and mobile sites.
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2 February 2012 in ExchangeWire APAC
Grant Watts is Amobee’s Managing Director of Asia Pacific. Here he discusses the rapidly changing mobile landscape and why by 2015 Asia will be a US$7 billion mobile advertising market.
Can you give an overview of Amobee and its offering and strategy across the APAC region?
Amobee is working with large-scale advertisers, publishers and operators to deliver mobile advertising solutions and technology – from text to rich media, across all devices – at the global and regional levels. We run mobile ad campaigns for some of the biggest and best brands including eBay, Nokia, Skype, Zynga, Google, Groupon, InMobi and Telefonica, delivering unparalleled results.
While running campaigns across Asia, we’re also aggressive in all key Asian markets – Japan, Singapore, Indonesia, Philippines, India, Australia and New Zealand – meeting with operators, advertisers and others, understanding their needs and introducing our capabilities.
Everyone we meet is very impressed with our mobile advertising technology and solutions. We’re already working with Asian-based companies such as InMobi, Globe (Philippines), Ugama (India), Ambient (Vietnam) and MCM (Indonesia) and expect to make additional partner announcements in the near future.
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