Articles by Eileen
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Video fuels China digital ad spend; Most Asian consumers choose humans over bots; China programmatic ad spend climbs 78%; Aussies will shame loved brands for wrongdoing; Singapore agency offers Facebook cross-border insights; Twitter snags 35 APAC video content partners; MediaMath takes professional services to ANZ; and Rice takes up shop in HK.Video fuels China digital ad spend
To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight.
Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo’s Asia-Pacific general manager, who pointed to a The&Partnership study that revealed nearly 30% spent on open exchanges last year was on invalid traffic. He further underscored the need to assert more human control to ensure quality, rather than quantity, ad [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU online ads hit £4.64bn; Klareco to shed Bell Pottinger Asia in rebrand; Eyeota brings Helix to Indonesia; Maxus becomes Essence in Korea; and Social impacts SEA trust in financial brands.AU online ads hit £4.64bn
Online ad spend in Australia has climbed 11.7% year-on-year to reach AUD$7.6bn (£4.64bn) in fiscal 2017, ended June 30.
The “robust double-digit growth” helped [...]
Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers.
This approach helped power AirAsia’s campaigns, according to Kuo Chia-Fang, Oath’s Asia-Pacific media solutions senior director. The low-cost airline worked with Yahoo last year to roll out a campaign that aimed to create awareness of its flight network, frequencies, and ancillary services such as in-flight meal, hot seats, and baggage. It also wanted [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Connected TV tunes up AU video inventory; China social ad potential largely untapped; AU consumers find newspaper ads most trustworthy; O&M eyes ‘exciting’ Shenzhen; Dentsu snaps up Little Giant; and Booze & beauty amongst brands losing relevance in Singapore.Connected TV tunes up video inventory in AU
Connected TV has grown rapidly to account for up to 35% of a [...]
Most brands in Asia-Pacific recognise the importance of user experience, with some turning to data and artificial intelligence to improve consumer engagement. Missteps, though, will happen if marketers fail to understand their customers and rush to adopt emerging technologies without a clear vision.
Customer experience, consumer ‘hyper-adoption’, and digital disruption were among key trends impacting the industry today, said Fred Giron, Forrester’s Asia-Pacific vice president and research director. He pointed to market players such as WeChat, Kakao, Amazon, and Alibaba, [...]
Marketers have been so focused on optimising customer experience across digital channels that they have neglected the need to be equally responsive on physical touchpoints.
A survey by CMO Council revealed that 78% of marketers believed they could respond or react to consumer feedback, requests, suggestions, or complaints specific to campaigns within two weeks – with 43% saying they could do so within 24 hours, according to the research, which polled 153 marketers [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore publisher ends print, goes all-digital; Australia’s Network Ten to be part of CBS; Twitter partners with agencies in APAC education exercise; Melbourne Alliance aims to boost two agencies; IAB SG unveils brand-safety handbook; Digital platforms drive ad revenue in AU; and GroupM strips APAC reporting lines under NewCo.Singapore publisher ends print, goes all-digital
Mediacorp Press says [...]
App publishers in Asia-Pacific increasingly are tapping in-app ads as a monetisation model over in-app purchases and freemium, but there are common pitfalls they should avoid if they choose this strategy.
With in-app purchases growing at a much slower pace, developers were looking to ads as a way to sustain their apps, according to Jayesh Easwaramony, InMobi’s senior vice president and managing director for Asia-Pacific, Middle East, and Africa (APMEA). In addition, videos offered attractive returns per ad unit and [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers look to machine learning to raise own value; Alibaba to grab 11.3% of global mobile ad market; Most APAC travellers will share data for personalised experience; Ogilvy China restructures for Next Chapter; and Queensland bank building integrated marketing platform.APAC marketers look to machine learning to raise own value
Half of Asia-Pacific creative and marketing professionals [...]