28 May 2012 in ExchangeWire APAC
Hidetaka Fukata is Executive Officer, Head of e-Business Group, at D.A. Consortium Inc. Here he discusses the launch of i-Effect, DAC’s new third-party ad server.
Can you give some background to “i-Effect(TM)” DAC’s new third party ad-serving technology?
Even though Third Party Ad-serving was introduced to Japan over a decade ago, Japanese Advertisers and Agencies have been reluctant to adopt it for a number of reasons, including the fact that the service models proposed by the non-Japanese vendors did not match local business practices; a perception of ad-serving fees being high and, perhaps most significantly, the fact that major Publishers disallow third party ad-serving. As such, the idea of Third Party Ad-serving until recently had largely yet to be accepted.
In recent years, however, Advertisers and Agencies have realized the necessity of allocating their spend on online advertising more effectively rather than just relying heavily on SEO and search ads. They have come to see Third Party Ad-serving as a valuable solution for measuring overall campaign effectiveness. As well, Japanese Publishers have become accustomed to the presence of third party ad-serving.
In line with these changes, DAC has released a third party ad-serving solution called i-EffectTM, which meet the needs of Advertisers and Agencies in Japan with a flexible service model and pricing. As well as offering core features for managing, tracking and reporting on advertising campaigns, i-EffectTM also enables auto-optimization of creative and copy. This auto-optimization feature, made possible by the latest ad-serving technology, is essential for maximizing advertising effectiveness resulting in higher conversion rates.
In summary, i-EffectTM is a tool that can be used for not only evaluating campaign effectiveness, it also delivers the ability to deliver an increase in a campaign’s return on investment.
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ExchangeWire26 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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ExchangeWire12 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.
ExchangeWire12 March 2012 in ExchangeWire APAC
Stephen Hunt TubeMogul’s Asia-Pacific Director talks candidly about the challenges the online video industry currently faces: demand outstripping supply; publishers holding on to unsold inventory to protect its value; and lack of transparency in video advertising and the industry’s absence of regulation e.g ‘fake pre-rolls’. But Hunt argues that the opportunity in online video advertising is huge, and is poised to attract huge amounts of brand budget in the coming years.
If the latest PwC figures are accurate, 2014 will be the year online advertising will surpass TV to become the biggest segment of the media pie in Australia. A major driver of future growth is forecasted to be brand dollars flowing away from traditional TV into online video and connected TV.
With great power comes great responsibility, however, and the industry needs to create a quality ecosystem worthy of TV’s mantle. We have the opportunity to be good, but we should strive to be great!
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ExchangeWire23 February 2012 in ExchangeWire APAC
Carolyn Bollaci, Country Manager for MediaMind Australia & New Zealand shares some case studies on the effectiveness of data optimisation – a critical, but less known, factor behind the success of display ads. She also highlights how using data has shown an average lift in CTRs of 73%.
After years in the advertising doldrums, pulling meagre average click through rates (CTRs) of around 0.06 percent, it’s interesting to see certain digital ads now regularly storming CTRs in primary and even double digits.
Data optimisation is a critical, but less known, factor behind the rebound of display ads. From our benchmarks as a global ad server, we regularly see that data usage for targeting and retargeting lift CTRs by an average of 73 per cent. Actual conversions increase by an average of 40 per cent, with as much as 389 per cent for some advertisers.
Data optimisation technologies work by calculating the many factors that determine a display ad’s success, or failure. Like a race car’s cockpit team, data optimisation technology can tinker and tweak with a live ad in order to nudge up its results, often significantly.
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ExchangeWire APAC14 February 2012 in ExchangeWire APAC
Vicki Lyon, Managing Director SpotXchange Asia-Pacific on why real-time bidding is a win-win for advertisers and publishers.
It is not surprising that advertisers are moving more of their ad dollars into Online Video, with Frost and Sullivan predicting Australian video expenditure to increase from $33m to $350m in three years and we are also seeing publishers looking to cash in.
Real-Time Bidding (RTB) for video is gaining traction in Australia and Asia-Pacific. Publishers, and in particularly Advertisers, are becoming more aware of the effectiveness and convenience that RTB offers. Just like RTB for display, it will revolutionise the way online video inventory is bought.
RTB: A win for advertisers and a win for publishers.
Online video offers an engaging experience for consumers that translates into the potential for high-quality advertising impressions from desirable audiences that can be delivered at scale.
RTB helps advertisers eliminate waste, increase performance and simplify the media trading process. Advertisers can enjoy real-time control over executing targeted campaigns and more efficient buys. Demand for RTB-enabled video is growing exponentially and this will continue as agencies, their trading desks and DSPs all look to adopt programmatic buying beyond just display.
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ExchangeWire APAC5 February 2012 in ExchangeWire APAC 2 Comments
Wout Van Damme the CEO of Funbox, a multi-channel performance trading desk, discusses how technology is only as good as the people using it and says that trading desks are ultimately responsible for advertisers brand safety. He also talks about Funbox’s strict processes and protocols and how these ensure advertiser’s brand safety.
We have seen a lot of media coverage around brand safety on ad exchanges recently and the reality is that there are risks involved with running campaigns on exchanges and DSP’s. This should however not discourage advertisers from running on exchanges, as the good news though is that these risks can be mitigated.
Let’s first look at what the challenges are in terms of brand safety. A decent percent of internet traffic is torrent related or holds otherwise unwanted content and the reality is that these sites do find a way onto exchanges. Some exchanges police this to the best of their capabilities and some don’t police this at all. Without proper targeting it is possible ads will run on these sites. Avoiding these categories is an obvious choice, but publishers or networks might accidentally or deliberately misclassify a site and for example classify a torrent site as a technology site. The other issue with classification is that an exchange, publisher or network all might have different ideas as to what brand safe is, from what you or your client might think.
User generated content sites also pose a potential threat to brand safety. Some UGC sites allow users to upload ad serving code. We have found instances of misuse of these UGC sites, where an ad tag is uploaded onto a UGC site (for example – blogging platforms) which are then served out on iFrames on non-brand-safe sites. To the eyes of the advertiser tracking the impressions, it would appear that the ad is serving on the ostensibly brand-safe UGC site, and not a non-brand-safe site.
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ExchangeWire APAC2 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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ExchangeWire APAC1 February 2012 in ExchangeWire APAC
The long awaited programme for ExchangeWire’s first Ad Trading Summit in the Southern Hemisphere – ATS Sydney – has been announced. With keynotes from some of the biggest and brightest in the industry from the APAC region, the ATS Sydney panel sessions and speaker lineup promises some lively debate on the day. This event is not to be missed. The conference will also feature a “Fireside Chat” on the future direction of the industry in APAC, hosted by IAB Australia’s Paul Fisher.
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ExchangeWire23 January 2012 in ExchangeWire APAC
Chris Brown is team lead at DoubleClick Performance Products in Australia, South East Asia and NZ. Here he discusses the progress made by the DoubleClick Ad Exchange in the region, timeframes around when mobile and video inventory will be made available and the recent Direct Deals launch.
Can you give some overview on the progress made by the DoubleClick Ad Exchange in the Australian and APAC markets? What similarities and differences did you see in relation to the UK and US markets?
The Australian market was already primed for exchanges due to the DoubleClick Ad Exchange 1.0 having been launched here in 2008, and RightMedia already being active in this market. Uptake was swift on the buy-side due some of the big holding companies strategies, and local independent agencies and Ad Networks always being close to ‘game-changing’ developments in the online world.
The major difference I saw from an agency perspective was how autonomously they were acting in this region. Country by country – each agency has a different take on how they should approach exchange buying.
A major similarity I saw was how some publishers perceived exchanges. They wanted to get involved as they were seeing the focus that agencies were giving, but were unsure on how-to.
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ExchangeWire APAC
