APAC > Publisher

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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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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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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Damon Scarr is Commercial Director at Yahoo!7. Here he discusses the maturing mobile ad market in Australia and how publishers there can build a sustainable revenue model in the mobile channel.

Mobile advertising seems to have had several false starts over the last few years. How is the proliferation of mobile and tablet devices now kick-starting adoption for advertisers?

With 51 percent of Australians now owning a smartphone and almost 40 percent expected to own a tablet by the end of this year, mobile content and advertising is now essential to capture the eyeballs of consumers. The consumption habits of mobile users are also opening exciting possibilities for advertisers. 75 percent of Australians now regularly interact with two or more devices at once allowing advertisers to extend their contact with consumers across multiple platforms and boost the likelihood that their audiences will remember, recommend and act upon the brand messages they experience.

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Toby Ross is Head of Strategic Alliances at Fairfax Media. Here he discusses the new audience extension partnership with Google, as Fairfax looks to leverage its audience across dynamic inventory, and whether this move is a precursor to the launch of a Publisher Trading Desk in the market.

Can you give some overview on the targeting you can now offer agencies in terms of audience extension across inventory?

Understanding our audiences is a key priority for Fairfax. Given the scope of our digital network –which includes leading news, classified and transactional sites – we understand who are audiences are and where their interests lie. Additionally, with a large number of offline subscribers, we are able to aggregate and de-duplicate data sets across all mediums. We’ve offered behavioural targeting products to our clients for some time and these products have become more sophisticated as new technologies have entered the market. Initially we limited targeting to Fairfax owned and operated inventory but last year started extending these audiences across our proprietary network – drx – creating a new tier of products. This was the first step in transitioning from a traditional network to a fully fledged audience platform and, given the demand for our audiences, we’ve built out a strategy to further extend these audiences across brand safe third party media.

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Fairfax, a leading publisher in the Australian media market, has announced a partnership with Adx to provide audience extension across video inventory to agency partners. The move is being seen a precursor to the emergence of fully-formed publisher trading desk in the region, as local publishers begin to leverage owned and operated sites and proprietary data.

Through Fairfax’s owned and operated drx audience platform, advertisers are now able to serve highly targeted instream video ads across DoubleClick Ad Exchange inventory, to Fairfax’s qualified audiences.

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eBay Australia’s JJ Eastwood discusses the implementation of geoTribes, a new geo-demographic segmentation tool, that the company claims brings offline segmentation to online audiences for the first time.

Can you explain what eBay has done with the rollout of geoTribes for its online advertisers and what differentiates it from other offerings?

As we bring new advertising partners on-board, it’s important that we connect them with the right audience and in turn our customers receive advertising messages that are both relevant and meaningful to them. To achieve this we have team up with RDA research who have over 20years experience in geo-demographical profiling. Using Census and RBS micro survey data, RDA have segmented the entire Australian population into 15 Tribes based on their social economic status and lifestyle stage. We then worked with RDA to map our members into the 15 geo-tribes, this then gives us a better understanding of their needs and therefore we can guide our advertising clients on who to target and what messages and offers will be effective.

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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-Effect^TM, 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-Effect^TM 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-Effect^TM 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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