With convenience hailed to be the defining principle of purchase over brand affinity, showing up at the right time has never been so important. Writing exclusively for ExchangeWire, Marie-Louise Dalton, marketing director, Hitwise, explains that the digital revolution has led to brands being able to engage personally at scale. As highlighted in their recent report, ‘5 Segmentation Strategies to Convert More Customers‘, this means [...]
The advertising business unit of Mercado Livre Brazil was created in 2009 to offer solutions for platform vendors, allowing them to take advantage of the inventory, which currently reaches 40 million unique site visits, generating 4,000 searches and 100 purchases per second. From a solution that was basically restricted to sponsored links, Latin America's largest e-commerce site has improved their advertising strategy over the last three years by focusing on a new purpose: enriching [...]
The millennial age is bringing about a transformation in TV consumption. But don’t assume millennials aren’t watching. Writing exclusively for ExchangeWire, Andy Nobbs, SVP sales, 4C EMEA, explains how brands should look to complement TV investment when targeting millennial audiences, not replace it.
Last month, Adidas chief executive Kasper Rorsted announced that the brand is to cut TV advertising in the hope to become more digitally focused. The brand felt that their younger customers, a crucial demographic for the sports line, were [...]
ExchangeWire speak with advertising veteran, and Captify COO, Vincent Potier about his take on ad tech in 2017; the industry opportunities that exist for behavioural targeting; and how we can learn from our friends across borders.ExchangeWire: What are the core topics you think are the focus of the ad tech industry in 2017?
Vincent Potier: It is evident to see that the driving forces of the ad tech industry are data and transparency. These will continue [...]
Location targeting is experiencing a coming of age. The technological capabilities and marketers’ execution of location-based campaigns have evolved from a somewhat scattergun approach to strategic, measurable, performance-based marketing. In this piece, ExchangeWire reflect conversations that took place at a roundtable event, hosted by xAd, following an exclusive preview of joint research titled: Digital Reimagined: Context and Predictability.Creating a 3D image of consumers
A single piece of location data, taken in isolation, provides a one-dimensional view of a consumer, e.g. [...]
So, programmatic has garnered growing interest from marketers in this region, but how should they begin their journey and are they approaching it the right way? In this week’s industry piece, Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, highlights the potholes media buyers here need to avoid and explains why it is important to also know from whom they are buying.
Programmatic in Southeast Asia is primed for major growth. According to projections from Magna Global, programmatic [...]
Programmatic guaranteed is on the rise, but what will really put it into orbit is the ability to deliver programmatic guaranteed audiences, in which buy-side data is added to supply-side data. In this industry byliner, Timmy Bankole (pictured below), RadiumOne’s head of supply operations, highlights why both sides need to start prepping hard for it.
Although it’s been a challenging time for publishers to grow ad revenue, a couple of positives have recently come to light. Following the Telegraph’s successful trial [...]
How competitive are India’s app categories for advertisers and how does the country’s smartphone adoption impact the mobile ad landscape? Omri Henkin, ironSource’s Southeast Asia and India managing director, explains, in this industry byliner, and highlights challenges new advertisers may face.
In 2014, India averaged about four billion app downloads. This figure then doubled to eight billion app downloads in 2016. Indian consumers also spent 2.5 times more time in apps than they did two years ago.
This remarkable upsurge, driven almost [...]
Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.
During an interview [...]
TagsAd TechAgencyAudience BuyingBehavioural TargetingBrandData ExchangeData Management PlatformDigital MarketingGeo-targetingIoTLocationMarketing Automationmarketing cloudMarketing TechnologyMobileoutdoorPerformance MarketingProgrammaticRTBThe Wire
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 [...]