APAC > Video

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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Phil Duffield, Managing Director Adap.tv, discusses the growth of Video RTB in the APAC region, publisher adoption of the buying mechanism and some key infrastructure problems that currently is holding back the market.

Is the fusion of TV and video applicable to the current state of video advertising in AU and APAC?

Absolutely. Growth in online video consumption is a global trend and the opportunity for consumers to watch it on more channels and more devices is fueling it. One of the most interesting trends to watch in these regions will be the rise of connected TV. In the U.S. it took a significant leap onto agency media plans this year, but in Australia and APAC it’s challenging. Currently, the volume of video traffic is an issue as few homes currently have sufficient speed to stream high-definition content. But it’s improving all the time and the eventual rollout of the NBN will solve for this. After that, we should start to see a significant growth in the adoption and use of connected TV in our region.

Given that premium publishers in the region have been slow to adopt RTB for display, how will the likes of Adaptv bring premium liquidity to the market for Video?

It will be about empowering them with technology, through private marketplaces and showing them that RTB can no longer be pigeon holed as a race to the bottom but as a way to drive eCPM’s up. We will also look at premium overseas inventory through either marketplace connections or again a private marketplace option.

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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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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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