Creative
The Ad Server Started with Pixels & is Figuring Out People: Q&A with Victor Wong, CEO, Thunder
What is a creative management platform and how could its increased implementation in marketer creative strategies force an evolution of the traditional ad server? ExchangeWire speaks exclusively with Victor Wong, CEO, Thunder, who explains that, ultimately, we have to remember it’s about delivering the best possible experience to the consumers interacting with your brands. ExchangeWire: What is a creative management platform (CMP) and how is it being used to personalise campaigns? Victor Wong: Creative management platforms enable brands to produce, personalise, and [...]
Alibaba Touts 'New Retail' Engagement As Key to Singles Day Record Sales; Wavemaker Launches in 2 APAC Markets
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba touts ‘new retail’ engagement as key to Singles Day record sales; Wavemaker launches in two APAC markets; Oath unleashes content marketing brand; Digivizer eyes APAC expansion via Singapore; and AnalogFolk goes to China. Alibaba touts ‘new retail’ engagement as key to Singles Day record sales The Chinese e-commerce giant has attributed another year of record sales from [...]
Shared Responsibility Needed to Make APAC Programmatic
All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers. Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year’s Mobile Marketing Association (MMA) Forum in Singapore. During a panel discussion about the region’s programmatic landscape, focus inevitably centred on brand safety and, hence, viewability. Panellists, though, [...]
APAC Marketers Overlooking Physical Customer Touchpoints
Marketers have been so focused on optimising customer experience across digital channels that they have neglected the need to be equally responsive on physical touchpoints. A survey by CMO Council revealed that 78% of marketers believed they could respond or react to consumer feedback, requests, suggestions, or complaints specific to campaigns within two weeks – with 43% saying they could do so within 24 hours, according to the research, which polled 153 marketers in the US. However, their responsiveness dipped [...]
Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba to grow share of global ads; AU content agency acquires retail comms specialist; Singapore socio-political site to shutter; IAB AU unveils programmatic and native guides; and VaynerMedia eyes Asia expansion via Singapore launch. Alibaba to grow share of global ads The Chinese internet giant is expected to increase its share of the global digital ad market from [...]
Kargo: Don't Over-Rely on Open Exchanges
To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight. Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo’s Asia-Pacific general manager, who pointed to a The&Partnership study that revealed nearly 30% spent on open exchanges last year was on invalid traffic. He further underscored the need to assert more human control to ensure quality, rather than quantity, ad [...]
How AI Is Learning to Create Computer-Generated Imagery
Artificial intelligence continues to evolve as it finds new ways to learn and function, including tackling the subject of creativity. Next on the machine-learning list: computer-generated imagery. As Olga Egorsheva, CEO and co-founder, Lobster, explains, AI could have a greater role to play in freedom of creativity than you could imagine. AI’s relationship with creativity has always been a curious one. Can machine learning truly equal the human mind when it comes to expressing creativity? Perhaps some of the answers can [...]
What Role is Artificial Intelligence Set to Play in Creative?
Artificial Intelligence is one of the latest buzzwords to hit the creative sector. In the tradition of those gone before it, the likes of ‘big data’ and ‘growth hacking’, AI has been billed as having transformational capabilities, and able to revolutionise business and marketing, writes Robert Berkeley, president, Express KCS, exclusively for ExchangeWire. Accenture estimates that an AI revolution could work to double the annual economic growth rates of 12 of the largest developed countries by 2035. To the relatively uninitiated, [...]
Digital Can Steal Hearts & Minds, As well As Ad Budgets
When you think of bold creative executions, digital doesn’t tend to spring to mind and an even less obvious connection is mobile. Yet, given the weight of importance consumers place on their mobile devices, why shouldn’t these be front and centre when it comes to investing memorable creative campaigns? Writing exclusively for ExchangeWire, Rob Garber, managing director EMEA, Undertone, explains why he believes marketers should be exploring the powerful, brand-building opportunities digital, specifically mobile, has to offer. One thing strikes me [...]
AI Plugs Human Errors & Lets Marketers Focus on Quality
Left to run autonomously, marketing platforms powered by artificial intelligence (AI) can avoid mistakes humans make. Rather than fear it, marketers should leverage this to better focus on producing value-added quality. AI marketing systems could watch and analyse consumers’ digital journeys, and decide the best way to spend media dollars, says Naomi Simson, co-founder of Australia’s Big Red Group (BRG). Describing AI as the ability to read and learn from data and adjust outcomes, she said AI-powered marketing systems enabled the [...]
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