Access to real-time viewership data will enable the TV ad industry to improve the value of all inventory and move away from spot-buying, but it will require the use of a single common set-top box.
Alex Khan, Southeast Asia managing director for AOL Platforms, explains why this may have a higher chance of taking place in the Asia-Pacific region, in this week’s Q&A.
ExchangeWire: Programmatic adoption is seen as lacking in the Asia-Pacific region. What would you say is still missing in [...]
Tags AdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBroadcasterCross-ChannelDataDemand Side PlatformMedia BuyingMobileMobileOnline videoprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
33Across Launches 100% Viewability Platform in APAC Markets; Nielsen Expands Digital Ad Ratings in Asia
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: 33Across launches 100% viewability platform in three APAC markets; Nielsen expands Digital Ad Ratings into Asian markets; Eyeota partners with Experian to offer audience data segments in Asia; and Astro, Kantar Media launch TV audience metric in Malaysia
33Across launches 100% viewability platform in three APAC markets
The ad tech vendor has unveiled the global launch of its [...]
Tags Ad VerificationAd ViewabilityAdvertiserAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataDigital MarketingJapanLocalmeasurementMedia BuyingOnline videoPerformance MarketingProgrammaticPublisherRetargetingSingaporeSoutheast AsiatransparencyTVVideoViewability
While keen to tap mobile devices to reach their audience, marketers in Asia-Pacific are still struggling to accurately measure the actual returns from their mobile campaigns. In this industry byliner, Smaato’s Asia-Pacific managing director Malcolm Wong discusses the challenges of addressing a deeply fragmented region and explains why first-party data is necessary for mobile campaigns.
The digital advertising industry has seen tremendous change in the last decade, with programmatic emerging as one of the biggest buzzwords. The question on many marketers’ [...]
Indonesia's Adskom Raises Series A for Regional Expansion; Mangham Gaxiola Launches McGarryBowen in Singapore
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Indonesia’s Adskom raises Series A for regional expansion; Mangham Gaxiola joins Dentsu Aegis Network, launches McGarryBowen in Singapore; RadiumOne opens Singapore office on back of new funds; MMA beefs up Indian team; and Eyeota gets new data director.
Indonesia’s Adskom raises Series A for regional expansion
The programmatic vendor says it has secured a round of Series A funding [...]
Delegates at this year’s ATS Singapore expressed concerns over the growing presence of walled gardens and their impact on audience data, pointing to the need for open data systems to drive the development of programmatic in the region.
Matt Harty, Asia-Pacific senior vice president of The Trade Desk, kicked off the day’s discussions with an overview of the region’s programmatic landscape, painting a bright picture in which the platform was seeing higher growth rates than any other segments in the ad [...]
Tags Ad ServerAd VerificationAd ViewabilityAdvertiserAgencyAnalyticsAPACAttributionAudience BuyingBehavioural TargetingBig DataBrandCross-ChannelDataData OptimisationFacebookMarketermeasurementMedia BuyingMobilePerformance MarketingPrivacyProgrammaticPublisherRetargetingSingaporeSoutheast Asiatrading models
There is a dearth of large volumes of quality inventory in Southeast Asia and India, and this is preventing programmatic buyers from scaling their campaigns and reaching the audience they want. This, however, is set to change as publishers in the region are pragmatic and will want to have the ability to trade programmatically at scale, according to Jason Barnes, PubMatic’s Asia-Pacific vice president. In this Q&A with ExchangeWire, Barnes discusses the challenges and opportunities publishers in the region face, and how [...]
Never present a clock as a gift to someone in China, and don’t leave tips for service staff in Japan. Insights into these cultural differences can go a long way in arming brands with the right knowledge to roll out effective marketing campaigns; which definitely should not include Chinese ads promoting clocks as housewarming gifts.
In this week’s industry byliner, Eyeota CEO Kevin Tan returns with a post that discusses the importance of factoring cultural differences in the collection and [...]
'Fast-track Asia' Main Driver of Global Ad Spend; Blismedia Working to Add "3rd Dimension" to Location Data
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: ‘Fast-track Asia’ main driver of global ad spend; Blismedia working to add ‘third dimension’ to location data; BrightRoll Marketplace rolls into Hong Kong data centre; and King Content opens Hong Kong office.
‘Fast-track Asia’ main driver of global ad spend
Global ad spend is projected to grow 4.2% to hit US$531bn in 2015, climbing by another 5% in 2016, [...]
Tags AdvertiserAgencyAnalyticsAPACBehavioural TargetingBidderBig DataChinaDemand Side PlatformDigital MarketingMedia BuyingMobileMobileOnline videoProgrammaticprogrammatic tvProgrammatic VideoPublisherSingaporeSoutheast AsiaTVVideo
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group takes controlling stake in MediaQuark; China’s Madhouse gets BlueFocus funds; and Lazada inks deal with Neteven.
Australia’s MCN & AOL unveil programmatic TV marketplace
AOL Platforms and Multi Channel Network (MCN) have set up a programmatic private marketplace for television, as part [...]
Tags Ad NetworkAd TradingAd VerificationAdvertiserAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBrandChinaDataData Management PlatformDigital MarketingEuropeMedia BuyingMobileMobileOnline videoPrivate marketplaceProgrammaticprogrammatic tvProgrammatic VideoSoutheast AsiaTVVideo
Campaigns comprising display and mobile ads should be developed together so retargeting can be carried out seamlessly; but differences in consumer experience must be addressed.
Yann Aïtbachir, PocketMath’s director of product development, said the mobile RTB ecosystem needed to consider user experience where consumer attention was shorter compared to the desktop user. The delivery of data also was reliant on mobile networks, which typically would be slower than wifi connections, depending on a country’s infrastructure.
These factors narrow the window of opportunity [...]