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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ExchangeWire25 April 2012 in ExchangeWire APAC
MediaMath Makes In-Roads Down Under
MediaMath, a leading DSP, announced last week that it has expanded into Australia via a partnership with Australian technology company, Kinected Corp.
As part of the move, Kinected has struck a licensing agreement with MediaMath to oversee the management of bids for advertising inventory. The partnership will be managed from their offices in Sydney, Australia by the founders of Kinected, Gary Hardwick, Mick O’Brien and Ross McNab.
Mike Peralta, MediaMath CRO, comments: “We’re delighted to be partnering with Kinected to bring MediaMath’s TerminalOne technology to the Australian market. As the market expands in APAC, we are able to help brands and agencies trade in the new data-driven advertising marketplace, empowering them to deliver results and focus on strategy instead of performance optimization. This is a very exciting time for the sector and we’re excited to be at the forefront of these developments”
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Global Desk Editor18 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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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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ExchangeWire5 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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ExchangeWire APAC23 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 APAC19 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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ExchangeWire13 February 2012 in ExchangeWire APAC
James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) discusses how online video is now worth $1.5B + across Asia Pacific region, and with the likes of Sony investing in IPTV and telcos decreasing barriers to entry via pre-paid, faster downloads and video advertising platform based technology now makes video real contender to TV. Zipeure puts forward how greater emphasis must be placed on real-time analytics and fast tracking the shift in buying patterns through real-time optimization and deep transparency across ads, content, viewers and performance and goes onto discuss whether there is way TV and video advertising can work hand in hand.
Once upon a time when TV advertising first started, it signified a new era for brands. TV delivered an incredibly effective way of getting a message out to a load of people really quickly. TV soon became a must have for marketers and advertisers alike. Now, 80 years on TV is still going strong – the global TV advertising market is worth $169B and increasing with the Asia Pacific market is now worth roughly $62B. Over the past decade though we have seen extraordinary growth in new communications channels – in particular online – and more recently online video which has fuelled the arguments that TV is losing its ability to deliver both audience and cost effectiveness due to the divergence of consumer media consumption and in particular viewing habits.
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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 APAC
