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 [...]
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
By 2019, almost 15% of UK internet users will access online content exclusively through mobile devices (tablets, smartphones, and wearables).
This was one of the statistics presented by Nick Reid, managing director, TubeMogul at the company’s ‘Summer of Mobile’ brand event yesterday (August 11) in the build up to a lively panel session debating the current state of mobile video advertising and the developments required for mobile as a platform, and video as a format [...]
The IAB run a number of Trading Councils, covering a multitude of industry sectors, including ad ops, video, search, social, and display marketing. Council delegates are all senior executives who appreciate that the industry won’t mature without cohesion enabling progress to be made on projects. IAB Councils are seen as the voice of the industry. In this post, James Prudhomme, managing director EMEA for Index Exchange, (pictured left) offers his perspective on the Read more
No one can deny that ad tech has transformed the way brands conduct media buying. Gone are the days of sales calls and signed IOs. Today’s automated world sees media transactions happening in milliseconds across a variety of devices and channels. Today, we’re on the brink of yet another huge technological development, the Internet of Things (IoT), which will bring increased device/publisher fragmentation and more advertising opportunities. Nick Graham, global digital director at Huawei Technologies speaks exclusively to ExchangeWire about [...]
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
As marketers seek to prove and communicate return on investment (ROI) to other business stakeholders, it’s critical that the right measurement model is in place to understand which campaigns and media drive the best results. Writing exclusively for ExchangeWire, Rakhee Jogia, director of display at Rakuten Marketing explains how to target the right audience, how to measure and reward all media touchpoints in consumers’ path-to-purchase and why performance should drive investment.
One marketer might [...]
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ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world. In this week’s edition: 456% increase in RFPs including a video ad component; Mobile marketing costs down 31% in May.
456% increase in RFPs including a video ad component
The percentage of agency RFPs in the UK that include a video ad component is up 456% since 2011, reflecting the rapid growth in video adspend. Today, 25% of agencies include a video ad component in the majority of RFPs. These [...]
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
Google Mounts Charge Against Facebook With Cross-Screen DoubleClick Additions; Email Marketing Receives Boost with Huge Funding Round
In this edition of ExchangeWire’s European Weekly Roundup: Google announces cross-device updates to DoubleClick; Email, and martech win favour with investors; EU agrees data privacy timeline; Twitter fuels ongoing reform with autoplay ads.
Google rolls out mobile support for DoubleClick
Google’s DoubleClick Leadership Summit made headlines this week for several reasons, not least for the news that Neal Mohan, VP, display, video advertising, will remain at the company, contrary to previous reports; but, more importantly, making cross-device measurement of media exposures and [...]
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