Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.Singapore has lowest video viewability in region
At just 35%, Singapore has the lowest video ad viewability in Southeast [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU agency bookings dip 1.7%; Spotify bring Sponsored Playlists to Singapore; Finn Partners acquire Singapore agency; Dentsu buy out Sri Lanka ad agency; Kantar Media to provide TV metrics in Hong Kong; and comScore unveil MMX Multi-Platform in Indonesia.AU agency bookings dip 1.7%
Agency digital ad bookings for February have dipped 1.7% to AUD$135.3m (£83.32m) from the previous [...]
In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.
Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.
“To win in this scenario, you’ll need to have much better data strategies in [...]
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 [...]
Consumers in Southeast Asia have taken to video somewhat differently from their global counterparts; so marketers need to tune into these requirements to better engage their target audience. Here, AOL’s Asia and ANZ managing director Alex Khan (pictured below), writes about the ‘sense of urgency’ in how this region’s mobile-driven consumers are accessing video and why advertisers need to do better.
Over the years, we’ve seen user behaviour change on the big screen. TV viewers have become impatient. They don’t [...]
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. [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most APAC buyers boycott brands that misuse data; Mobile poised to lead China ad spend; Quarter of AU mid-tier firms don’t measure campaigns; Singapore marketing platform secures £1.97m funding; Burd officially open for AU biz; and OOH agency tap Singtel analytics biz.Most APAC buyers boycott brands that misuse data
Some 78% of Asia-Pacific consumers would not buy again [...]
The advertising world today is still running on old models that need to evolve with technological advancements, so marketers finally can effectively push customised ads tailored to individual customers, and in an omnichannel environment.
Business agility was key, especially in a world populated with mobile devices and social media platforms, said Jamie Anderson, SAP Hybris’ senior vice president and CMO, at the company’s digital summit in Singapore. The SAP business specialised in software for customer engagement and commerce across digital channels.
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most marketers want to alter attribution model; Japan ad spend hit £44.88bn; IAB AU release Invalid Traffic benchmarks; Mobile telco ad network opens up in India; Yahoo Storytellers lands in Singapore; and UnLtd unveil AU industry scheme for disadvantaged youth.Most marketers want to alter attribution model
Measurement is increasingly an important focus for marketers in the region, [...]
The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath’s Asia-Pacific managing director, highlights what marketers want from their agencies and how the latter can better support their clients’ business.
The role of the CMO has evolved significantly over the years. This change has further accelerated with consumers in Asia-Pacific increasingly demanding more personalised and relevant communication.
CMOs, and their agencies, today need deep [...]