Happy to stick to the original media plans they have been using since day one, advertisers are unwilling to embrace new ways of doing things. In this byliner, Eyeota CEO Kevin Tan discusses how this inertia is holding back brands in Asia-Pacific from tapping third-party audience data.
When we first started Eyeota in 2010, programmatic buying of inventory was starting to take off, but there was a dire lack of third-party audience data. So, the company was born to fill this [...]
Developments in technology are accelerating at a huge rate. To deliver efficient and effective advertising, brands need to keep up with this pace; but how can they maintain the level of expertise required? Antti Pasila (pictured below), CCO and founder, Kiosked, tells ExchangeWire that, according to Kiosked’s research, agency skill sets are in great demand with brand marketers.
Flashing, blinking, desktop somersaulting and noisy ads are irritating and can raise the blood pressure of the calmest among us. Think about the [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singaporeans still prefer email in brand interaction; Social important among China marketers; If clearly labelled, content marketing will get eyeballs; Eyeota secures USD$7m in Series A; Lenovo AU gains cost savings from taking back digital media buys; and Dentsu Aegis looks for cost savings from merged APAC & SEA teams.
Singaporeans still prefer email in brand interaction
Singapore may [...]
In this op-ed, Ray Kingman, CEO, Semcasting, (pictured below) discusses the problem with ad tech’s current use of Big Data. Advertisers mistakenly think they can determine who you are by extrapolating a target persona out of your online behavior. Transactions are, in actuality, the result of a life journey that is both nuanced and more complex. If brands can use Big Data to define each stage of a customer’s life and effectively pre-identify demand, that insight could also be used to [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Malaysians want fast, quality mobile video; AU to spend AUD$28m on ads promoting Innovation Agenda; SpotX hires APAC head to drive regional expansion; Grey Group buys majority stake in Korea’s Vinyl-I; and Mindshare looks within for APAC chief client officer.
Malaysians want quality mobile video
Mobile consumers in Malaysia want a seamless user experience and fast download speed when [...]
Many articles have been written accusing publishers of causing the rise of ad blockers due to our ‘complacent, gluttonous, and user-hostile’ approach, resulting in sites flooded with more and more disruptive formats. Brands are the only ones that can reverse digital marketing disengagement, argues Julia Dear, sales director at Haymarket Publishing (pictured below).
It is important to remember that we didn’t start out like this. When media owners were magazine publishers we were fiercely protective of our readers and would never [...]
Ad tech vendors in the Asia-Pacific region are way too obsessed with the last click and are ignoring more meaningful interactions with consumers.
More importantly, last-click attribution is not in line with key business metrics, according to Ann Reilly and Jonathan Hardy, Adara’s vice president of international sales and Asia vice president of sales, respectively.
The executives jointly tackle this week’s Q&A exchange to discuss what needs to change for marketers in this region to enjoy the benefits that programmatic promises [...]
Fuelled by increasing mobile adoption, mobile video ads have grown in prominence across Southeast Asian markets and advertisers in the region are eager to tap into this captive audience.
However, brands currently resort to repurposing creatives developed for TV and using these for mobile, in a bid to maxmise their existing assets. In doing so, they risk pushing content that is irrelevant and missing out on opportunities in the mobile space, cautions Vikas Gulati, Asia managing director at Opera Mediaworks.
Mobile marketing is more than just about building apps to accompany campaigns, and advertisers need to start thinking about alternative ways to reach their audience.
Rohit Dadwal, Asia-Pacific managing director for Mobile Marketing Association (MMA), is urging brands in the region to look at various tools to engage consumers and come up with different strategies for both mobile apps as well as mobile browsers.
In this interview with ExchangeWire, Dadwal also highlights what marketers will need to improve ad relevancy and [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU online ad spend climbs 33%; Kantar inks Thai TV ratings deal; Dentsu acquires Philippine media agency; Optimise opens Singapore office; and Lotame hires new APAC head.
AU online ad sales climb 33%
Online advertising in Australia climbed 33% in the third quarter over the previous year to hit almost AUD$1.57bn.