APAC > Data Strategy

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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The rate of growth in Southeast Asia at the moment is some of the strongest in APAC. ExchangeWire caught up with Jordan Khoo, Regional Vice President of APAC at MediaMind, to discuss the state of evolution in Southeast Asia and how MediaMind are navigating the diversity of the region.

Can you describe the MediaMind business across the Southeast Asia region? What is the current stage of evolution of ad server deployment across the region?

Southeast Asia, as a whole, still represents less than 5% of digital adspend, but it is growing very encouragingly, at double-digit percent growth, across the region. We set up shop in the region six years ago and have certainly seen very positive growth momentum, but it is still very much an investment market for us. Markets like Singapore will obviously be the most advanced markets in terms of usage, focusing on Direct Response campaigns, which utilise feature sets of conversion tracking, retargeting and Dynamic Creative Optimisation (DCO). The rest of the markets are a lot more brand-focused, which have many more rich media and video components into the mix.

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Natasha Rawlings is Co-Founder at StreetHawk, a mobile shopping platform that matches intent and in-market buyers. Here she discusses the company’s mobile retail solution as well as the potential data-driven ad models opening up around mobile in the Australian market.

Tell us about StreetHawk and its launch in Australia, do you have plans to extend the offering into the APAC region?

StreetHawk is a retail platform that helps retailers drive footfall. We do this by using retailers best asset – their merchandise – and using it to send personalised phone notifications to shoppers when they are around retailers stores.

What enables StreetHawk to do this is our cloud ‘RRR Matching Engine’ – that means getting the right message (in this case phone notifications) to the Right Person at the Right Place and Time. This real-time cloud-service based tech is revolutionary, and we are now beginning to speak to agencies, retailers and media companies about leasing the engine to drive retail footfall and providing app engagement.

A user case for shoppers is that if the Country Road app integrated our RRR Matching Engine and a shopper ‘favourited’ a dress, when they are out and about shopping they would receive a phone notification to say the dress they like is nearby.

The great thing for retailers is that they don’t need to create an elaborate communications plan to do this – they simply add our RRR Matching Engine (RRR) to their apps and let it work. It’s a set-and-forget communications tool. Retailers can also use our RRR Matching Engine for custom campaigns as well. For example telling shoppers inside a 500metre GeoFence about their latest collection, or in-store event. And it doesn’t have to be when shoppers are around their stores of course – it’s just better to targeting to drive footfall.

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James Simmons, MATCH Media’s Director, talks about how being Australia’s largest privately-owned media agency allows unbiased media buying as part of their media strategy for clients. He also stresses while there’s been a shift from traditional media buying skills of negotiation to a more scientific approach, we must not forget the art of advertising.

Simmons goes on to provide an insightful overview on how the ecosystem evolution will impact agencies and ad networks while highlighting the many opportunities for publishers in the shake up.

Can you give some overview on MATCH Media’s core competencies and offering in the Australian and APAC markets?

MATCH Media, founded in 2003, is the largest privately owned media agency in Australia with billings under management in excess of $130,000,000, with a mix of both global and local clients.

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