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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Q1: What trends are we seeing in the SE Asian mobile market?

The mobile market is particularly exciting at the moment with the development of mobile Internet devices and its spread across South East Asia. In the month ending October alone, we recorded over 22.2 million Internet users in Singapore, Malaysia, Indonesia, Vietnam, Philippines and Thailand on mobile devices. Apple holds majority market share in the region with 53% share of the online mobile population.

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Bharad Ramesh is the Regional Executive Director, Strategic Operations & Trading, Asia for Starcom Mediavest Group. Here he discusses how the online media landscape is evolving in Asia. He talks about how digital is still not mainstream, how it sucks up a tremendous amount of client and staff bandwidth and explains why ad exchanges and DSPs will bring efficiency and scalability to media buying.

Can you give an overview of Starcom MediaVest Group’s offering in the APAC region?

Starcom MediaVest Group specializes in media planning and buying, communication strategy, consumer research, digital, branded entertainment and other diversified services.

What is your role and remit for SMG across the region respectively?

As Regional Executive Director, Strategic Operations & Trading for Asia, I oversee both the enhancement of SMG’s working processes on multinational clients as well as trading opportunities in the marketplace across our spectrum of clients in the region.

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Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we look at the Malaysia’s amazing growth in mobile. With 115+ million web pages viewed on Malaysian mobile devices in the month of September 2011 – 30 million pages more than Indonesia (the second highest country with the most number of mobile views of web pages) and with a strong preference for Bahasa Malaysia, we will see a rapid development of local language content accessible by mobile. Interestingly, over 40% Of Filipinos access the internet via their mobile making it another key market to watch.

Q.1: Tell us what’s happening in Malaysia right now?

Malaysia have proven to be a great environment for mobile Internet as we have seen a solid upward trend in terms of the percentage of web pages viewed on local mobile devices so far this
year.

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James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) on how video and social gaming % growth in some APAC markets is outstripping all other digital channels. He talks about how VeNA’s business model actively embraces the evolving landscape allowing growth through both traditional sales and platform based channels. He also discusses the opportunity to harness new revenue channels like content development directly with publishers and advertisers.

Can you give an overview of VeNA, its offering and strategy across the APAC region?

VeNA (Video and Entertainment Network Asia), is one of the largest independent premium video and social gaming advertising and technology networks across the SEA and Pacific region.  Our business is based on exclusive partnerships with publishers, platforms and best of breed technology and creative solutions which enables us to deliver a unique market position for agency and clients alike at scale.

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Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we review how sport sites are trending during the UEFA soccer season. We’ve seen an increase across the board in South East Asia with Malaysia topping the list with 10.4% growth. The majority of the audience are 25 – 30 year olds and interestingly 20% are female.

Q1: What trends are we seeing across sport sites in the SEA region?

A: We are seeing a distinct upward trend in sport sites across SEA that is aligned with the UEFA qualifiers. Unique browsers increased whenever popular teams such as those from Germany, Italy and England played – attributing to a 42% increase compared to the previous corresponding period.

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Next in our exclusive series with Effective Measure, a global Digital Audience Measurement and Research company focused on emerging markets, we look at Gen Y. The Gen Y demographic in South East Asia (SEA) make up 46% of the total digital audience and account for 63 million unique browsers in the region.

Q1: First Gen X, and now Gen Y. What makes this group so important?

A: Gen Y – the demographic born from 1975 to 1995, make up 46% of the total digital audience in South East Asia (SEA). This accounts for 63 million unique browsers.

Gen Y-ers are important as they are positioned to support advancements in digital media and advertising. A high level of engagement online and a growing sophistication in understanding new technologies have given Gen Y an edge over others.

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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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