In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: China consumers more willing to give data for personalised service; Smartphones make up 72% of APAC impressions; Lowe Profero to set up Thai office; and AU digital media veteran joins APD.

China consumers more willing to give data for personalised service

New research from Microsoft revealed that 90% of Chinese consumers would tap IT tools to filter messages they viewed online to their personal preference, compared to the global average of 63%. Almost 90% in China would also look for digital services to manage information shared online, higher than the global average of 80%.

Microsoft Advertising's Digital Trends study further noted that 90% of Chinese consumers indicated an interest in exchanging personal data for rewards or better user experience, reflecting an openness from these consumers toward handing over their personal information for tailored services.

Only 55% of consumers in developed markets wanted technology to filter messages they viewed, which suggested they were more sensitive than their counterparts in emerging markets such as China about the idea of brands using their personal data.

While only 63% of consumers globally were interested in technology and services that filtered content to their personal preference, this number was 7% higher than that of 2013, according to Microsoft. Conducted jointly with Future Laboratory Research, the study polled more than 13,000 consumers in 13 global markets including France, Germany, China, the US and UK.

Microsoft Advertising's Asia-Pacific general manager, Adam Anger, said in the report: "Consumers today are making themselves more open to brands compared to two years ago, presenting huge opportunities for marketers--as long as the privacy rules are followed. Companies have to be transparent about how data is collected and how it will be used. There must also be a reward given to consumers, as an incentive for them to provide data and engage with the brands’ services.

"Finally, brands should make the online and offline experience as seamless as possible, minimising friction and workarounds to provide consumers with the same experience wherever they are."

Smartphones make up 72% of APAC impressions

Samsung's mobile devices served the most impressions across the Asia-Pacific region in 2014, accounting for 32.27% of the overall volume, revealed Millennial Media's 2014 Mobile Mix Report, which analysed data based on the company's campaigns and platforms.

Apple ranked second with 27.63% share, followed by regional manufacturers including Micromax, Asus, Acer, Karbonn, and Huawei.

Smartphones accounted for 72% of all impressions in Asia-Pacific, while non-phone connected devices such as tablets contributed 23%. Feature phones made up just 5% of all impressions on Millennial Media's platform in 2014.

With Samsung in pole position, it was hardly surprising that Android dominated in the region, accounting for 67% of overall impressions while Apple's iOS platform served 30% of total impressions. BlackBerry accounted for 2% and Windows served 1%.

Lowe Profero to set up Thai office

The digital media agency has announced plans to expand its Southeast Asia operations to include Thailand, where it will set up a new office with a team of 25.

Headed by Rob Hall, who is currently general manager of Lowe Open in Thailand, the Bangkok-based outlet will join the company's other offices in the region including Singapore, China, Seoul, and Toykyo.

Its Thai operations will support the company's clientele that comprises Tiger Beer and Unilever, among others.

Elaborating on the growth potential in the local market, Lowe Profero's co-foudner and global CEO Wayne Arnold told Campaign Asia-Pacific: "If you look at most markets, they often start with digital communications. When the market tips, they begin to look for bigger platform builds, longer-term utilities, and longer-term business drivers as well as the need for media. We believe that Thailand is in that tipping point phase."

Hall noted that smaller and more agile agencies had entered the Thai market in recent years, challenging bigger players. "Our challenge back to that is balancing that flexible way of working, with building sustained relationships with brands," he said, pointing to the need for integrated cross-platform campaigns in the country, which has an established history in traditional TV advertising.

AU digital media veteran joins APD

Sydney-based digital media and marketing veteran, Mark Dalgleish, has joined the board of Asia-Pacific Digital (APD) as a non-executive director, according to a statement filed with the ASX.

Dalgleish has 25 years of experience in digital marketing and technology startups, and had made a "significant investment" in APD with his participation in the company's capital raising earlier this month. It had raised A$3.8 million, which will go toward the acquisition of its @ccomplice business and assets in Singapore as well as fund APD's ongoing expansion in Asia, the company said.

Dalgleish previously built and sold two digital businesses in the UK and Australia that were acquired by advertising and marketing companies, Interpublic and Enero.