Cross-Channel

  • Agency Role Remains Relevant in APAC; AU OOH Revenue Climbs 7% in 2Q2017

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; iAccess goes to China; comScore offers mobile consumer panel in Malaysia; Wunderman & POSSIBLE join hands; Eventbrite opens up in NZ; and Executive promotions at Merkle, OMD, and UM.

    Agency role remains relevant in APAC

    Media agencies still will be necessary in [...]

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  • Indian Marketers Can Solve Content Challenge with Machine Learning

    Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.

    These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.

    ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]

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  • How Marketers Should Be Leveraging Mobile to Drive Customers in Store

    Mobile browsing and online spending through smartphones and tablets has grown considerably in the past four years. Last year in the UK, online retail sales topped £133bn and research from VoucherCodes.co.uk has revealed mobile devices unlocked an enormous £200m sales in store last year alone. So, if this is the case, why is it many retail marketers struggle to leverage mobile browsing in order to drive footfall, asks Paul Lewis, senior director of marketing, VoucherCodes.co.uk, part of RetailMeNot.

    A consumer [...]

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  • APAC CMOs Must Take Lead in Defining Metrics

    Marketers in Asia-Pacific lack confidence in programmatic because too many different metrics are being thrown around and they are sceptical over which one actually works.

    Rather than blame their agencies, however, marketers in this region need to take the lead and define their measures of success, says Liz Miller, CMO Council’s senior vice president of marketing.

    In a Q&A with ExchangeWire, Miller explains why CMOs are struggling over a lack of focus on critical analytics and how they need to rethink the [...]

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  • Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.

    Singapore has lowest video viewability in region

    At just 35%, Singapore has the lowest video ad viewability in Southeast [...]

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  • Identifying the Best Approach of Implementing a Cross-Screen Strategy

    The importance of a cross-screen strategy has long been talked-up; but a number of striking statistics were published in 2016 that demonstrated the importance of such an approach like never before. In the latest chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, Morys Ireland, Platform Solutions Consultant, Facebook, provides an outline, with contribution from Samantha Yadallee, VP commercial partnerships, Amobee, and Paul [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare's Asia-Pacific chief digital officer.

    "To win in this scenario, you'll need to [...]

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  • India Advertisers Still Love Traditional Media; ANZ Firms Not Doing Enough for Cross-Channel Marketing

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India advertisers still love traditional media; ANZ firms not doing enough for cross-channel marketing; WE make double acquisitions to expand Asian reach; AU see lower ad bookings; Mirum buy China’s 3Ti; and Executive appointments at AppNexus & InMobi.

    India advertisers still love traditional media

    Advertisers in India are projected to spend most of their budget on traditional media, with [...]

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  • Advertising Models Must Evolve to Better Support APAC Marketers

    The advertising world today is still running on old models that need to evolve with technological advancements, so marketers finally can effectively push customised ads tailored to individual customers, and in an omnichannel environment.

    Business agility was key, especially in a world populated with mobile devices and social media platforms, said Jamie Anderson, SAP Hybris’ senior vice president and CMO, at the company’s digital summit in Singapore. The SAP business specialised in software for customer engagement and commerce across digital channels.

    Anderson [...]

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  • APAC Marketers Still Struggling with Disjointed Customer Touchpoints; Australia See Early Dip in Agency Bookings

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers still struggling with disjointed customer touchpoints; Australia see early 6.2% dip in agency bookings; The Trade Desk eye Indonesia growth; Band Interprise play alongside gyro; Vietnamese broadcaster now available on SpotX; and Executive appointments at Publicis agencies.

    APAC marketers still faced with disjointed customer touchpoints

    Providing an omnichannel customer experience remains wishful thinking, at least for [...]

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