Analytics
APAC Marketers Need to Get Measurement Right First
Measurement is the important piece of the puzzle Asia-Pacific marketers need to get right in order to fix what may be wrong with their programmatic campaigns. “I would always start with measurement”, Attila Jakab, Infectious Media’s managing director, said in an interview with ExchangeWire. “What is the measure of success? What are you trying to achieve? And how can you come up with a better way of measuring that business goal?” Jakab said. “Once you have that [established] and the right measurement [...]
Blockchain Will Require Shift in How Brands Market
Blockchain technology can provide more security and ownership, but its adoption will introduce new challenges for marketers in Asia-Pacific, and globally, who must reassess the way they think about promotions. For brands, blockchain offers highly secure data acquisition and helps instill trust amongst consumers, says Abhishek Pitti, CEO and founder of Nucleus Vision, which develops technologies that capture consumer data and build customer profiles. Its products include an Internet of Things (IoT) sensor system that is touted to be able [...]
APAC Marketers Should Use Same Metrics to Compare Retargeting Results
To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a ‘tug-of-war’ between competing vendors and drive more effective marketing activities in the future, says RTB House’s Asia-Pacific managing director Jakub Ratajczak. However, this means marketers will need to set up the same parameters and goals across all tech providers to better compare results and impact, he adds. In this Q&A with ExchangeWire, [...]
Eyeota Taps Machine Learning & AI to Understand APAC Audience Behaviour
Having recently secured USD$12.5m (£9.02m) in Series B funding, Eyeota will be looking to develop data sources around specific verticals and datasets that focus on mobile, TV, and Internet of Things (IoT). The Singapore-based data vendor also will be tapping machine learning and artificial intelligence (AI) to understand audience behaviour so it can further “refine” its audience datasets, says Eyeota’s Asia-Pacific managing director, Andrew Tu. In this Q&A with ExchangeWire, Tu discusses how the new funds will be invested in [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
SEA Clocks 250% Climb in Mobile Video Ads; AU Newspaper Readership Grows Cross-Platform
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: SEA Clocks 250% Climb in Mobile Video Ads; AU Newspaper Readership Grows Cross-Platform; Isobar China Integrates for ‘Efficiency’; IPG Partners with IBM for Customer Insights in Malaysia; and MercerBell Sets Up Content Unit. SEA Clocks 250% Climb in Mobile Video Ads Brand spend on mobile video ads grew 250% in Southeast Asia last year, with consumers watching 230% [...]
'APAC Telcos Sitting on Valuable Audience Data' Q&A with Soumita Roy Choudhury, Asia-Pacific Head, Mobilewalla
Telcos hold a wealth of high-quality data that can not only help mobile marketers better understand their audience, but also has the potential to be as valuable as those monopolised by Facebook and Google. Telecom data-as-a-service will see emerge as a key industry trend this year, according to Soumita Roy Choudhury (pictured below), Asia-Pacific head, Mobilewalla, which provides mobile customer data intelligence tools. Mobile marketers also will be looking to tap artificial intelligence and machine learning to help identify anomalies [...]
Why Marketers Need to Focus on the Customer in 2018
2017 was the year of buzzwords for marketing. It seemed like the bandwagons of ‘AI’, ‘big data’ and ‘blockchain’ were jumped on by a majority of brands – often without any evidence of how they benefited the end user. There’s no doubt these technologies have amazing potential. However, Duncan Keene (pictured below), UK managing director of ContentSquare, says that with shiny objects popping up left right and centre, it’s easy to lose sight of one of the core aspects of [...]
Mobile Dominates Video Views Worldwide; Next Phase of SpotX-Smartclip Merger
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Mobile Drives Video-Viewing Figures; Next Phase in SpotX & smartclip Merger; PulsePoint Buys Ad Vitality Lab; Taboola Partners with Bauer Media UK; and ClearChannel & Posterscope Integrate. Video Viewing Dominated by Mobile According to eMarketer’s first mobile digital video forecast, 2.38 billion people will watch streamed or downloaded video content in 2018. More than three-quarters (78.4%) of the total views are accessed via mobile [...]
India Marketers Need Documented CX Vision
Brands in India must step up and start applying ’emotion’ to their marketing messages as well as establish a clear customer experience (CX) strategy to be a leader in their industry. According to Forrester’s recent 2017 India Customer Experience Index, brands in India had made progress in terms of their CX score, but there was no clear or consistent leader. The report assessed 36 Indian brands, including banks and retailers, based on a survey of 9,064 respondents. The issue here was [...]
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