The consumer journey is no longer a single pathway from awareness through consideration to conversion. In this piece, Ben Sidebottom, director, solution architecture, Visual IQ (pictured) discusses how modern-day consumers draw information about brands from a greater number of sources than ever before, encountering online and offline touchpoints, traversing a range of channels such as TV, print, social, and search. Users are also utilising numerous platforms, from smartphones and tablets, to laptops and desktops. This labyrinth [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: SEA mobile video programmatic climbs 20%; Outbrain & OMD ink partnership in Australia; India’s Komli spins out mobile ad tech firm; and Xaxis pledges 100% viewability for APAC markets.
SEA mobile video programmatic climbs 20%
Mobile video programmatic inventory increased 20% across four Southeast Asian markets in the second quarter this year, amid efforts by advertisers to reach consumers [...]
Tags Ad ViewabilityAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingBrandDigital MarketingIndiaMarketerMarketing TechnologyMobileMobileMobile RTBProgrammaticProgrammatic VideoPublisherSingaporeSoutheast AsiaVideoViewability
An insufficient ad budget for a vast region, inadequate support from industry players, and a media buying system that has yet to resolve key issues its predecessor also had failed to address.
These are the main challenges facing Starwood Hotels & Resorts’ Asia-Pacific senior director for digital marketing, Janice Chan, who spoke candidly in a phone interview with ExchangeWire, during which she discussed her experience with programmatic and as a marketer in this [...]
Tags Ad ExchangeAd NetworkAd VerificationAdvertiserAgencyAgency Trading DeskAnalyticsAPACAttributionAudience BuyingBehavioural TargetingBrandCross-ChannelDataData Management PlatformFragmentationMarketermeasurementMedia BuyingPerformance MarketingProgrammaticPublisherRetargetingSingapore
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Marketers drowning in whirlpool of data; BuzzFeed inks joint venture with Yahoo Japan; APAC mobile users most active on Wednesdays; and Dentsu Aegis releases whitepaper on Asia user engagement.
Marketers drowning in whirlpool of data
Marketers across the Asia-Pacific region have access to ample data, but are struggling to extract useful information that can help them make better decisions.
Following a survey that found Singapore to be severely lacking in effective ad metrics, IAB’s local chapter has called on ad tech vendors to reach an agreement for digital measurement and for marketers to start educating themselves.
Without a proper measurement framework, distrust between brands and agencies, as well as vendors, will continue to play out and the gap between marketers and consumers will widen, says Peter Hubert, who is co-chair of IAB Singapore’s Measurement and Standards Committee and also [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Self-serve Instagram campaigns roll out in AU; China online ad spend climbs 42%; Malaysia’s Axiata buys out India’s Komli; and IAB CEO urges AU to fix ad fraud.
Self-serve Instagram campaigns roll out in AU
Omnicom Media Group (OMG) said it launched two Instagram self-serve ad campaigns in Australia for two clients, McDonald’s and Qantas.
The agency said it [...]
Tags Ad ViewabilityAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingBrandChinaClick FraudCross-ChannelFacebookIndiaMedia BuyingMobileProgrammaticPublisherself-service platformSoutheast AsiaViewability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Effective ad metrics sorely lacking in Singapore; Zeotap raises Series A for global expansion, Indian centre; China’s iClick acquires mobile ad platform; AdNear takes out the Ad; and Ogilvy opens up in Brisbane.
Effective ad metrics sorely lacking in Singapore
Senior marketers in Singapore rate the level of sophistication of digital ad measurement at just four out of [...]
Tags Ad NetworkAd VerificationAd VisibilityAgencyAnalyticsAPACAttributionAustraliaBehavioural TargetingBig DataChinaCross-ChannelDataDigital MarketingIndiameasurementMobilePerformance MarketingProgrammaticPublisherRetargetingSingaporeSoutheast AsiaSSP
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’ [...]