28 May 2012 in ExchangeWire APAC
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-EffectTM, 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-EffectTM 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-EffectTM 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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28 February 2012 in ExchangeWire APAC
Angus McDonald, Managing Director at emerge Digital, explores why Australian publishers should follow a Darwin-esque approach to online advertising
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
Charles Darwin (1809-1882)
Change is uncomfortable, unfamiliar and not without pain but the result is usually pretty positive. As an adaptable species, you’d have thought we’d have learnt that by now and embraced change at every opportunity.
However, Charles Darwin’s quote is very apt for the change that is currently taking place in the Digital Media Display (DMD) industry. Real-Time-Bidding, the volcano of that change, has altered sales models DMD in the US and Europe, and my money’s on Australia being the next market to erupt this year.
Let’s look at the local landscape: large, independent premium publishers in Australia are selling inventory at high CPMs (relative to North American peers) to brands who want to be associated with premium content in premium environments. Sales teams are successful so why commoditise the sales proposition?
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14 February 2012 in ExchangeWire APAC
Vicki Lyon, Managing Director SpotXchange Asia-Pacific on why real-time bidding is a win-win for advertisers and publishers.
It is not surprising that advertisers are moving more of their ad dollars into Online Video, with Frost and Sullivan predicting Australian video expenditure to increase from $33m to $350m in three years and we are also seeing publishers looking to cash in.
Real-Time Bidding (RTB) for video is gaining traction in Australia and Asia-Pacific. Publishers, and in particularly Advertisers, are becoming more aware of the effectiveness and convenience that RTB offers. Just like RTB for display, it will revolutionise the way online video inventory is bought.
RTB: A win for advertisers and a win for publishers.
Online video offers an engaging experience for consumers that translates into the potential for high-quality advertising impressions from desirable audiences that can be delivered at scale.
RTB helps advertisers eliminate waste, increase performance and simplify the media trading process. Advertisers can enjoy real-time control over executing targeted campaigns and more efficient buys. Demand for RTB-enabled video is growing exponentially and this will continue as agencies, their trading desks and DSPs all look to adopt programmatic buying beyond just display.
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23 January 2012 in ExchangeWire APAC
Chris Brown is team lead at DoubleClick Performance Products in Australia, South East Asia and NZ. Here he discusses the progress made by the DoubleClick Ad Exchange in the region, timeframes around when mobile and video inventory will be made available and the recent Direct Deals launch.
Can you give some overview on the progress made by the DoubleClick Ad Exchange in the Australian and APAC markets? What similarities and differences did you see in relation to the UK and US markets?
The Australian market was already primed for exchanges due to the DoubleClick Ad Exchange 1.0 having been launched here in 2008, and RightMedia already being active in this market. Uptake was swift on the buy-side due some of the big holding companies strategies, and local independent agencies and Ad Networks always being close to ‘game-changing’ developments in the online world.
The major difference I saw from an agency perspective was how autonomously they were acting in this region. Country by country – each agency has a different take on how they should approach exchange buying.
A major similarity I saw was how some publishers perceived exchanges. They wanted to get involved as they were seeing the focus that agencies were giving, but were unsure on how-to.
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8 January 2012 in ExchangeWire APAC 2 Comments
Jeff Wood on aiMatch, its presence in the Australian and wider APAC region and its sell-side ad serving platform for display, mobile, video, IPTV, and newsletters.
He talks about how aimatch helps publishers address channel conflict by providing a comprehensive view into inventory consumption patterns giving publishers the insight needed to optimize allocation of their inventory to maximize revenue while discussing how publishers use their Simulation-Based Forecasting to identify new revenue channels.
Wood discusses how aiMatch has developed strong relationships with publishers in Australia and the wider APAC region. You can also read about their recent deal with CyberWing in Japan.
Who is aiMatch? What is your offering? Is aiMatch an Adserver? Data Management Platform (DMP)? Sales Operations Platform? SSP?
aiMatch is at heart a technology company comprised of industry veterans with deep roots in the digital advertising space. We built the Accipiter ad server, which was later acquired by Atlas and then Microsoft. Our offering doesn’t really fit into any one of the buckets you mention. We offer a sell side ad serving platform for display, mobile, video, IPTV, newsletters, or any digital channel. Our platform incorporates sales workflow, business intelligence, simulation-based forecasting, and directly ties to demand sources. This comprehensive approach provides publishers with the insight and control they need in order to manage yield across all of their inventory.
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30 November 2011 in ExchangeWire APAC 1 Comment
Alex Littlejohn is President APAC of Adconion Media Group. Here he discusses how the recent smartclip acquisition puts the Adconion Media Group in a strong position globally to provide branding, direct response and video solutions. Littlejohn also provides insight into the growth of the online video and connected TV in Australia and APAC regions and predicts the smartclip acquisition will help accelerate the growth of the emerging Connected TV segment.
You recently announced the acquisition of smartclip. Who is smartclip and what does this mean for Adconion Media Group’s offering? Will this significantly widen your current competitive set in Australia and APAC?
Adconion Media Group has acquired 100% of smartclip, Europe´s leader in digital video advertising and a pioneer in monetizing multiscreen content advertising solutions. The company works with publishers, media agencies and advertisers, enabling all parties to benefit from the distribution of online video advertising. smartclip helps media agencies and advertisers deliver their campaigns on a number of different devices (tablet PCs, Connected TV sets, gaming consoles, desktops or laptops and smartphones) and allows publishers to benefit from proprietary and innovative technology solutions. This acquisition means together, smartclip and Adconion Media Group create the largest independent digital monetization platform and the only true global player who covers all relevant markets, including North America, EU, Russia and APAC, delivering both branding and video solutions as well as direct response marketing.
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3 November 2011 in ExchangeWire APAC 2 Comments
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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31 October 2011 in ExchangeWire APAC 1 Comment
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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24 October 2011 in ExchangeWire APAC 1 Comment
Wout Van Damme is the CEO of Funbox, a multi-channel performance trading desk and here he talks about the Funbox offering of a performance based media buying service across display, mobile, video, social, search and affiliate channels. He discusses how being platform agnostic allows continuous innovation, the ability to split test across exchanges and DSPs for the most effective inventory source and how advertisers work with them on a CPC, CPL, revenue share or CPW (Cost-Per-Whatever) basis.
Can you give an overview of Funbox exchange offering in the Australian and international markets?
We see there is a gap between advertisers who have a growing appetite for performance traffic and publishers who still want get paid on an impression basis. We bridge that gap, by buying traffic on a CPM basis and selling it to our clients on a performance basis, which can be CPC, CPL, CPA or revenue share, essentially we’re happy to run on a CPW (Cost – Per – Whatever) basis. While doing this we take away or reduce the media buying risk for advertisers. Funbox was founded in Sydney in 2004 as a direct response advertiser and started to use its knowledge and expertise to help other organizations succeed online 2 years ago. Funbox is based in Australia were the majority of the 25 employees reside, but operates globally and generates most of its revenue outside of the home market.
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6 October 2011 in ExchangeWire APAC 3 Comments
Phang Chee Leong, Innity’s CEO, talks about their recent partnership with adSage – China’s leading player in the SEM space. Here he discusses Innity’s aggressive global growth strategy and highlights some of the challenges they anticipate within the Chinese market.
You recently announced a partnership with adSage in China. Can you explain in more detail what the partnership means for Innity?
With the growing importance of the digital sphere, marketers are deploying tactics such as SEM to ensure that they achieve maximum ROI from their online campaigns. In fact, today, SEM is an essential component of most brands’ marketing strategy.
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