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 Miaozhen systems, who is based in Beijing.
As the opening Keynote at ATS Singapore, Sukesh Singh, VP, APAC, Adform, shared the stage with Kumar Prashant, founder and senior partner at Entropia, one of Malaysia’s leading agencies. In the session, Singh and Prashant highlighted how Entropia and Adform deployed a full-stack ad tech solution, which resulted in Entropia increasing their process efficiency by 80% over their previous single point ad tech approach.
A large grocery franchise in Malaysia needed to deliver their campaigns, which were regularly updated and advertised [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; iAccess goes to China; comScore offers mobile consumer panel in Malaysia; Wunderman & POSSIBLE join hands; Eventbrite opens up in NZ; and Executive promotions at Merkle, OMD, and UM.Agency role remains relevant in APAC
Media agencies still will be necessary in [...]
Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.
Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.
Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]
To Successfully Implement Ad Tech & Martech, Management Basics Are Critical: Q&A with Tommy Foo, Grab
In the second of a series of interviews with APAC marketers in the run up to ATS Singapore next month, Wendy Hogan, marketing transformation and strategy director, APAC, Oracle, speaks with Tommy Foo (both pictured), who heads up driver marketing campaigns and operations regionally at Grab, Southeast Asia’s leading ride-hailing and mobile payments platform. Grab solves critical transportation challenges to make transport freedom a reality for 620 million people in Southeast Asia. Its core product platform includes transport solutions for drivers [...]
We are in the era of empowered customers who define the customer experience on their own terms. New technologies are enabling new innovative experiences, which are in turn driving increasing customer expectations. This leads to the requirement for business transformation; and many companies are at different stages of sophistication in terms of how they execute on that. Often the terms marketing and advertising are used interchangeably. Typically, it’s the business model (CPM versus licensing) that’s cited as the difference [...]