In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers moving from display ads to content; ANZ sees programmatic ad growth in all formats; DataXu opens three new APAC offices; AU gets best practice guidelines for native ads.
Use of display ads expected to drop as APAC marketers opt for content
Some 70% of marketers and agencies in Asia-Pacific currently tapped display ads as part of [...]
Still lagging in their adoption of programmatic, brands in Asia-Pacific continue to face myriad challenges cutting through the technology maze and getting internal support for the automated buying platform. Careful planning and some patience, though, may be all marketers need to get the ball rolling.
Programmatic, for one, plays an integral role in Kimberly-Clark’s goal to reach more customers over the next five years. Its brands currently touch some two billion consumers a day, and it is looking to increase [...]
Tags Ad NetworkAd SpendAdvertiserAgencyAnalyticsAPACAudience BuyingBig DataBrandDigital MarketingMarketerMarketing TechnologyMedia BuyingMobileProgrammaticprogrammatic tvProgrammatic VideoSoutheast AsiaStackViewability
In this weekly segment, ExchangeWire sums up key industry updates in ad tech from around the Asia-Pacific region – and in this edition: Most Asian consumers still served irrelevant ads; Indonesia sees growth in mobile ad spend & supply; More Australian marketers tap direct interaction with influencers; MEC appoints new China CEO; and Australia’s Switch Media launches AdEase.
Most Asian consumers still served irrelevant ads
Some 70% of consumers in Asia found marketing content delivered to them to be irrelevant, despite 74% [...]
Now, more than ever, it’s time for marketers to take advantage of great opportunities to harness data to make campaigns work that extra bit better, argues Richard Robinson, managing director & VP EMEA, Turn.
The latest IPA Bellwether study showed that marketers’ confidence in “their own financial prospects”, is high, at 22.4%. However, that is down from 25.3% in the second quarter of 2015, and while the drop might not seem so bad, the current level is at a two-and-a-half-year low.
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Vietnam mobile market a growing opportunity for brands; China video site offers native ads; Taiwan ad tech firm raises USD$23m; WPP Shanghai campus aims to create better group synergy; and Executive shuffles in AU among two FMCG firms.
Vietnam mobile market a growing opportunity for brands
An increasing number of consumers in Vietnam are turning on their smartphones for [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AANA revises ad definition in AU; Dentsu takes digital performance firm to Asia; Major networks serving ads on piracy sites in Asia; AU telco gives free credits for viewed ads; and OMD AU appoints McDonald account lead.
AANA revises ad definition in AU
The Australian Association of National Advertisers (AANA) has modified its definition of advertising and marketing communication [...]
The Asia-Pacific region may be a melting pot of widely different cultures and technological advancements, but this does not mean each market should adopt different ad viewability standards.
Stressing the need for a single standard to define a viewable impression, Google’s product specialist for Asia-Pacific publisher solutions and partnerships Genevieve Kelly says the ad tech community must agree to some form of standardisation before it can determine overall ad effectiveness.
In this Q&A with ExchangeWire, she explains that this then will [...]
Brands and agencies in Southeast Asia are limiting their exposure to ad networks due to the lack of transparency and opting to build their own trading or buying platforms.
Regional publishers also are increasingly wary of working with technology giants and want to address CPM degradation, pushing them to establish their own private marketplaces, according to Jordan Khoo, Sizmek’s Asia-Pacific vice president. He believes traditional ad networks are losing their appeal and expresses concerns about the conflict created by market [...]
Tags Ad ExchangeAd NetworkAd TradingAd VerificationAd ViewabilityAdvertiserAgencyAgency Trading DeskAPACAudience BuyingBrandMarketermeasurementMedia BuyingMobilePrivate marketplaceProgrammaticPublisherSingaporeSoutheast Asia
Even during times of austerity, when consumers are more likely to make purchase decisions based on price, mainstream advertisers still employ emotional adverts. In the last two years our screens have been graced with a dancing pony (3 mobile); kittens coming out of packets of biscuits (McVities); hibernating bears waking on Christmas day and penguins finding their soul mate ( Read more
Many of the UK’s leading retailers are knowingly cannibalising their revenue potential because they are addicted to the ‘safe’ revenue from AdSense.
Online retailers make money by selling products to online consumers. However, many retailers have, perhaps unwittingly, diversified from their core business to become miniature publishers, selling advertising space to other companies. The screenshot below is from Argos.co.uk after searching for ‘sealy beds’.
The majority of the page is taken up with listings of products that match the search criteria, [...]