12 March 2012 in ExchangeWire APAC 0 Comments

Stephen Hunt, Director Asia-Pacific, TubeMogul, Asks Whether The Online Video Industry Deserves To Take The Mantle From TV

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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3 November 2011 in ExchangeWire APAC 2 Comments

Ben Barokas, President & Co-Founder, Admeld, On Price Transparency, Bridging Buy & Sell Sides & The Swift Adoption Of SSP Technology In the Australian and APAC Markets

Ben Barokas, CEO and Co-Founder of Admeld on being a sell-side platform (SSP) for premium publishers and why Australian publishers are moving so rapidly to solve the same fundamental challenges other markets have faced.

Barokas also discusses the dynamics of the Australian market, yield optimisation, private exchanges, how technology is delivering efficiencies the market has been asking for and how both buyers and sellers are pushing each other to evolve.

Can you give an overview of Admeld and its offering in the Australian and wider APAC markets?

My co-founder Brian and I started Admeld in 2007 to help large, premium publishers maximize the value of their ad inventory. I think what differentiates us from the other Sell Side Platforms (SSPs) in the space is that our executive team comes from publishing organizations, and we put a lot of emphasis on innovation and client service. Today, we partner with more than 500 publisher clients worldwide, including publishers in Australia and the APAC region, and we have integrated with hundreds of buyers, including every major RTB bidder, agency, and trading desk.

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18 October 2011 in ExchangeWire APAC 4 Comments

Keiichi Tezuka, President & CEO of IponWeb Japan & Derek O’Neil, Chief Business Development Officer, IponWeb, Discuss IponWeb Japan's Success, Rapid Adoption of RTB & Trends In The Japanese Ad Exchange Marketplace

Keiichi Tezuka is President & CEO of IponWeb Japan and Derek O’Neil is Chief Business Development Officer for IponWeb, here they discuss IponWeb Japan – the joint venture between D.A.Consortium Inc.’s consolidated subsidiary, PlatformOne and IponWeb Holdings. They talk about the uniqueness of the Japanese market, the ‘astonishingly fast’ adoption of RTB and the dynamics and challenges of the Japanese market. They also highlight a move into the Chinese market is part of IponWeb Japan’s plan.

Can you give an overview of IponWeb Japan its offering in Japan and the wider APAC region?

IponWeb Japan is a joint venture between DAC’s consolidated subsidiary, Platform One and IponWeb Holdings.

The primary focus for IponWeb Japan is to be the in-market client facing organization for IponWeb, initially focused on Japan, and later China.

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14 September 2011 in ExchangeWire APAC 5 Comments

Vicki Lyon, Managing Director, SpotXchange Australia & APAC On Video Ad Marketplaces, Private Exchanges & How Mobile Video Advertising Will Soar In APAC

Vicky Lyon, SpotXchange’s Managing Director Asia Pac discusses their recent launch and about wanting to become the go-to video ad marketplace in Australia and the APAC region.

Lyon gives an overview on Australia’s current market size and how APAC, being the most connected region in the world, means online video advertising will continue to soar and key growth drivers will be the expansion of 3G networks making mobile TV and mobile video services a reality.

Could you give an overview of SpotXchange and its offering and growth strategy for Australia and the wider APAC region?

SpotXchange is a one-stop shop for advertisers, ad networks, DSPs and trading desks, offering a simple and powerful marketplace of high quality video ad inventory that performs.

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18 July 2011 in ExchangeWire APAC 4 Comments

Arshan Saha, Regional Director, SEA, Innity Discusses The Evolution Of RTB, Exchange Trading & The Impact of Online Video & Mobile in South East Asia

Innity is an ad network with a self-service media platform. Arshan Saha, Regional Director, SEA, Innity discusses the challenges and opportunities in an evolving landscape and how ad exchanges and RTB will introduce efficiencies into the market. Here he also discusses the emerging trends in online video, mobile, RTB, rich media and socially enabled ads in the SEA region.

Can you give an overview of Innity and its offering across the APAC region?

Innity is an integrated online media network that provides scalable online marketing solutions and services for advertisers and publishers. Established in 1999, Innity has a strong foothold in the South East Asian market spanning over 10,000 websites, including major newspaper portals and premier sites in more than 16 content interest channels such as technology, lifestyle, automotive, business and entertainment. Innity’s solutions provide a combination of the best features of rich media and performance based marketing catering to some of the world’s largest brands and advertising agencies offering a a variety of engagement based advertising formats and innovative payment models. Innity is the first and only fully transparent ad serving system in Southeast Asia that is IAB certified. 

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3 July 2011 in ExchangeWire APAC 2 Comments

Stuart Spiteri Head of Media Platforms, Asia Pacific, Google Discusses Ad Exchange Growth And Increasing Publisher Yield Across The APAC Region

Stuart Spiteri Head of Media Platforms, Asia Pacific, Google talks about the growth in Ad Exchanges across the APAC region, how agencies, advertisers are getting on board and how automated buying can increase publisher yield up to 188% more than using traditional sales channels.

Can you give an overview of your role and remit within Google APAC?

I am responsible for the Google suite of technology products that agencies use to plan, buy, optimise and report on their display advertising here in APAC. My goal is to partner with agencies to help them deliver the best results for their advertiser clients through the use of Google tools.

What kind of traction is the DoubleClick Ad Exchange getting in the APAC marketplace?

We’ve seen great traction on the Ad Exchange across the world.  In the last year the number of transactions on the Exchange has tripled and we have hundreds of premium publishers selling inventory. We’re also seeing strong growth in real time bidding, which now accounts for more than 60% of spend on the DoubleClick Ad Exchange. In APAC , we’ve launched the Ad Exchange in Australia, and have agencies and DSPs buying locally.  We are also signing up publishers and agencies across Asia.

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3 June 2011 in ExchangeWire APAC 0 Comments

Kate Clough, MRM Worldwide Regional Media Director APAC, On Media Buying In APAC And The Chinese Display Market

Kate Clough is Regional Media Director, APAC at MRM Worldwide. Here in an interview with ExchangeWire APAC, Clough gives an insight into the Chinese display market, the third biggest after the US and Japan.

Can you give an overview of MRM’s offering in the APAC region?

MRM is a global technology-driven marketing solutions provider with clearly defined practices, including strategy, site and content development, digital media, CRM, measurement and analytics. We create, execute, measure and optimize experiences that contribute to our clients’ marketing objectives and ignite passion for their brands.

The regional media team, which I manage, provides A-to-Z media services, focusing primarily on digital platforms: vertical sites/portals/networks, paid search, natural search, social media, mobile and others. The core team includes native Chinese, Japanese, Korean and English speakers, with broad knowledge of Asian markets, while the extended team, on-the-ground in key markets like Thailand and India, ensure linguistic accuracy, understanding of local trends, ties with the local media and so on.

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18 May 2011 in ExchangeWire APAC 1 Comment

Toby Ross, Head of Strategic Alliances at Fairfax Digital Discusses Publisher Data, Automated Media Trading and Ad Exchanges

Toby Ross is the Head of Strategic Alliances at Fairfax Digital. Here he discusses publisher data, automated Media Trading and ad exchange adoption in the Australian market.

Can you give an overview of Fairfax Digital, its companies and offering in both the Australian and international markets?

Fairfax Digital is a leading Australian publisher network with over 250 owned and operated sites spanning news, business, lifestyle, travel, property, automotive and employment. The network features the online presence of some of Australia’s most prominent brands such as the Sydney Morning Herald, Business Day, Essential Baby, Stayz, Domain, Drive, and MyCareer.

Late last year we launched a new ad network – drx – following a partnership with ValueClick Media. The incremental reach provided by ValueClick provides drx with a reach figure in excess of 10 million unique visitors monthly making it one of the largest ad networks in Australia. This strategy enables us to monetise any remnant inventory across Fairfax Digital’s owned and operated sites, meaning we have no unsold inventory across the network. We don’t sell any of our domestic inventory to 3rd party ad networks.

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