It can sometimes be tricky to manoeuvre the realm of programmatic video, especially for publishers in Asia-Pacific that may be new to the ad tech platform and have to operate within a highly diverse region. Here to offer up some advice in this week’s industry byliner is Steve Davis, Ooyala’s general manager for Asia-Pacific and Japan, who urges the need to go ‘live’ as well as pump up the fight against ad blocking.
Programmatic ad revenue is expected to more than [...]
Asia-Pacific comprise many different countries and markets, resulting in multiple data inputs and a fragmented publisher community. This has made it challenging to gather data and build audience segments relevant for marketers in the region.
In this week’s Q&A, Eyeota’s CEO and co-founder Kevin Tan and Skimlinks’ head of audiences Ed Thomas discuss challenges the industry still face in establishing accurate user profiles and managing misconceived mindsets that audience data should be provided free with inventory buys.
The two ad tech [...]
With brands in Asia-Pacific still getting accustomed to the digital era, the lack of understanding is pushing them towards low-hanging returns that miss the real targets. This gap in digital knowledge is also making it tough for marketers to match performance to business objectives – which, in turn, affects their ability to secure budget to fund their campaigns.
Advertisers need to have the tools to comprehend what is required to better engage with customers in an ‘always-on’ environment, says Wendy Hogan, [...]
With consumers in India losing patience and turning to ad-blocking tools, the ad tech community will need to look for ways to better target the right audience and improve customer interaction.
They also will need to respond swiftly to market changes, such as the government’s demonetisation move and country’s increasing mobile adoption.
ExchangeWire spoke with industry executives for their insights on the Indian ad tech landscape, several of whom pointed to artificial intelligence and machine-learning as key trends to watch for this [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore economic board sign three-year O&M deal; Local manufacturers lead China mobile phone ad spend; Possible partner Tealium for customer experience; Publicis launch Commerce with Interactive; and AdAsia open Hanoi office and expand Singapore ops.Singapore economic board sign three-year O&M deal
Ogilvy & Mather (O&M) will be working with Singapore’s Economic Development Board (EDB) to further develop [...]
Brands need to bring their focus back to the basics in 2017 and invest more effort in creating mobile ads that better engage consumers.
While still behind other development markets, Asia-Pacific has been increasing adoption of mobile video ads and is the fastest-growing ad format in the past year. This growth is expected to carry through into 2017. Marketers then will need to tap data and robust metrics to better understand user behaviour, so they can push out content to retain [...]
A band of publishers in Thailand have banded to form a new co-op with the aim to plug the lack of “trustworthy and scalable” inventory as well as quality data they say advertisers badly need.
Slated for launch in February 2017, the Online Premium Publishers Association in Thailand, or OPPA, comprise 12 Thai publishers: BEC-TERO, Dek-D, Kapook, Manager, MThai, Nation, OTV, Pantip, Post Today, Sanook, SiamSport, and Thairath. DAC (D.A.Consortium) and its business venture ally, Innity, have been roped [...]
Data may be touted as the new oil, but marketers in Asia-Pacific have yet to even take the first step and instead prefer to continue investing their time on optimising traffic.
To better understand and target their audience, brands would need to start by collecting data about their customers and aggregating the various consumer touchpoints. These could then be used, through analysis, to better engage customers, said James Sampson, DataXu’s Asia-Pacific vice president and general manager.
Most multinational corporations (MNCs) already were [...]
Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. Without cross-device tracking on a user-by-user basis, brands may well be targeting the same person many more times than they realise. Not only is this costly, it’s annoying.
According to research published by GlobalWebIndex, the typical [...]
Compared to other regions, marketers in Asia-Pacific need to deal with more complexity in order to communicate with their audience more effectively.
Their campaigns have to include multiple markets, languages, and media formats, says Russell Young, Sojern’s Asia-Pacific managing director, pointing to the potential for programmatic to help address these challenges.
In this Q&A with ExchangeWire, Young explains why consumers today still see irrelevant ads and urges travel companies to serve fewer, but more targeted, online ads to better engage with [...]