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 [...]
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 at Oracle’s Modern Business Experience event [...]
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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 [...]
Constant benchmarking, improving the quality of data collection, and connecting the dots will be essential in driving the adoption of programmatic forward in Asia-Pacific.
With campaign tracking and ad blocking proving to be major challenges over the past year, the next development phase for programmatic must focus on improving data credibility and cross-device attribution.
ExchangeWire spoke with several executives who stressed the need to enable “true omnichannel” and data-driven advertising in order to create connected user experiences, as well as for [...]
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