There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.
This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.
In this Q&A with ExchangeWire, [...]
It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful.
Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, cautions Ben Maudsley, Exponential Interactive’s Asia-Pacific and South Africa managing director. He also advises marketers to adopt care in deciding which data they should use to power their campaigns.
In this Q&A with ExchangeWire, Maudsley and Tyler Greer, Exponential’s Asia-Pacific and [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC firms rank brand damage a top risk; China & Japan to fuel luxury ad spend; MobAir eye China app market; comScore launch MMX Multi-Platform in India; AdAsia open up in Japan & China; and Executive appointments at WPP China & Dentsu Korea.APAC firms rank brand damage top risk
Businesses in Asia-Pacific deem damage to reputation or brand [...]
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 [...]
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 [...]