In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small firms lack resources for marketing; Rapport goes up in Malaysia; Grey ‘Hug’ it out in Dubai; Swisse Wellness buys AU creative agency; Kargo gears up in NZ; and GroupM releases Thai digital playbook.TV ads have diminishing influence in AU
Advertisers and agencies want more video content, but few publishers in Asia-Pacific are scaling up to meet the increased demand over concerns about cost and complexity.
Eager to reduce their dependence on YouTube, marketers in the region are keen to seek out alternative video inventory, says James Sampson, DataXu’s Asia-Pacific vice president and general manager. However, most premium publishers have yet to add video content at scale, he notes, adding that there also are other issues to consider.
In this Q&A with [...]
Localisation and working alongside walled gardens may be key to survival in China's tough ad tech landscape. Although, this does not mean brands should stop demanding more transparency.
Lured by the country's sizeable market potential, numerous foreign players have attempted to grab a piece of the pie, but few could claim success. A big part of this was due to their lack of local knowledge, according to Albert Sim, Miaozhen China's vice president of [...]
We have found ourselves at a point in time when people are so incredibly distracted that it becomes infinitely harder to grasp their attention. The minefield of consumer attention is a hard one to navigate; and those who are successful are the ones identifying more creative and engaging ways to forge these consumer connections. Writing exclusively for ExchangeWire, Nicole Liebmann, head of mobile, Exponential, outlines the often-forgotten fundamentals of an effective mobile strategy.
In 2016, mobile accounted for USD$36.6bn (£28bn); 51% of [...]
China Ad Tech Players Don't Always Respect Boundaries; Singapore Media Giants to Build Programmatic Marketplace
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China ad tech players don’t always respect boundaries; Singapore media giants to build programmatic marketplace; China 1Q online ad revenue fall to £7.78bn; AU radio network offers personalised ads; Amazon must localise to build SEA loyalty; and IAB AU offers video, audio, and mobile glossaries.China ad tech players don’t always respect boundaries
China’s ad tech landscape can be [...]
Publishers in Asia-Pacific still are putting multiple codes from different SSPs, which drags down page loads and worsens ad latency. They need to move away from this and start embracing header bidding, urges Rammohan Sundaram, C1X’s Asia-Pacific Middle East Africa managing director and senior vice president. He notes that awareness of header bidding in the region remains nascent, but will continue to grow as it becomes the standard platform to connect with SSPs.
In this Q&A with ExchangeWire, Sundaram also discusses [...]
B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb. The power has shifted Today’s buyers are online, sourcing the information they need when they need it and, [...]
How do you define advertising? Melinda McLaughlin, CMO, Extreme Reach, believes that content distribution and consumption is blurring the lines of what an ‘ad’ is, and that this actually brings with it untold opportunities. Writing exclusively for ExchangeWire, McLaughlin takes a look at some of the brands that are redefining the advertisement.
Miriam-Webster defines an ‘advertisement’ as, “a public notice that promotes the sale of a product or service”. When an ad took the form of a [...]
Customers have developed high expectations for their interactions with a business and are now more loyal to the experience than the brand, making them more powerful than ever. Online search makes it easy to find an alternative product, price, or brand and, as a result, businesses can no longer rely solely on their reputation for customer loyalty. Tom Goodmanson, president and CEO, Calabrio, explains why the quest to achieve the ultimate customer-centric strategy must begin at the C-level, as he charts the [...]
Have we lost the art of understanding data and interpreting key intent signals? Harvey Sarjant, managing director UK, sirdata.com certainly thinks so. Writing exclusively for ExchangeWire, Sarjant explains why intelligent data modelling will allow brands to reconnect with the entire consumer decision-making process.
Procter & Gamble’s recent close shave with a batch of bad data has, fortunately for them, turned out to be an amusing marketing mishap. It could have been much more serious and brand damaging however.
When Gillette, which is owned by [...]