Data
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APAC Leads Global Ad Spend Growth; Digital to Consume Largest Share of APAC Ad Budget
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also fuelling ad spend growth; Alibaba offers ad tools to target Chinese consumers; comScore unveils China mobile consumer panel; and Executive appointments at Dentsu, Grapeshot, and AdAsia.
APAC leads global ad spend growthAd spend in Asia-Pacific is projected to climb USD$30bn (£23.49bn) [...]
TagsAd SpendAd ViewabilityAdvertiserAgencyAnalyticsAPACBehavioural TargetingChinaDataFacebookMedia BuyingMobileProgrammaticSoutheast Asia
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Indian Marketers Can Solve Content Challenge with Machine Learning
Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.
These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.
ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]TagsAd TechAdvertiserAnalyticsAPACArtificial IntelligenceBehavioural TargetingBig DataCreativeCross-ChannelDataIndiaIoTMarketermeasurementMobileProgrammaticPublisherSoutheast Asia
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Surviving the Ad Tech Cull
In the face of the Google and Facebook duopoly and squeezed margins, which models will survive?
If you believe every ad tech naysayer in the industry, you will think ad tech is on its last legs. Many people see Facebook and Google growing disproportionately to the rest of the industry and, as a result, think they are ultimately unstoppable. It’s a fair point. Their growth cannot be denied, but on closer examination it’s [...]
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'Transparency for a Fair Price' – Q&A with Diana Loriot, Sociomantic Labs, On the Trends in Data-Driven Marketing
Diana Loriot is global head of service at Sociomantic Labs and leads the client services teams. ExchangeWire speak to her about global trends in digital marketing, the challenges of transitioning into new cultures, and the deplorable lack of women in ad tech.
ExchangeWire: What are the big global trends that will impact data-driven marketing in the next three years?
Diana Loriot: The future of data-driven marketing is personalisation, as advertisers are eager to understand their customers and potential customers inside-out in order to influence their [...]
TagsDatatransparency
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Breathing New Life into Digital Advertising
Have we lost the art of advertising in digital? Elliott Clayton (pictured below), vice president of media UK, Conversant, believes the basic principles of marketing are being ignored, in favour of conversion chasing. Writing exclusively for ExchangeWire, Clayton explains why personalisation needs to take a step forward.
Today, consumers are more likely to skip, block, or avoid ads that are put forward to them than ever before. But this was not always the case. There was a time when good-looking adverts [...]
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Advertisers Benefit from Local Data Expertise & Cross-Country Consistency: Q&A with Paul Martin, Xaxis EMEA
What does the changing face of data signal for the future of advertising? Are advertisers maximising data and how is it being utilised differently from market to market? What role will AI play? Paul Martin, vice president analytics and insight, EMEA, Xaxis, discusses this and more with ExchangeWire.
ExchangeWire: How is the way data is being utilised throughout Europe evolving?Paul Martin: More data is becoming available throughout Europe to help plan and target advertising. I have also seen increasing recognition by [...]
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Unlockd Secure £17.9m for Asian Expansion; Havas Acquire Indian Wellness Ad Agency
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Unlockd secure £17.9m for Asian expansion; Havas acquire Indian wellness ad agency; News Corp unveil media-buying tool for Queensland; Eyeota join hands with Treasure Data; Sard Verbinnen open Hong Kong office; and AMAA unveil new board.
Unlockd secure £17.9m for Asian expansionThe Australian mobile ad platform have raised USD$23m (£17.95m) in Series B funding led by the [...]
TagsAd TechAdvertiserAgencyAPACAustraliaDataIndiaMarketerMedia BuyingMobileProgrammaticPublisherSoutheast Asia
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Work Together to Improve Expectation Management: Better Partnering Between Credit Services & Comparison Sites
It’s possible to have a better experience at a budget motel than a five-star resort, purely because one meets our expectations and another doesn’t. Yet organisations typically do not model the expectations they set along the customer journey and whether they meet them or not because that task falls down the cracks between job descriptions, writes Amir Goshtai, managing director of propositions and partnerships, Experian Consumer Services.
Advertising and marketing are focused on creating awareness and excitement for their products. Designers see their [...]
TagsData
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APAC Marketers Shouldn't Regard Data As a Panacea
While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.
They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.
“With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]
TagsAdvertiserAnalyticsAPACArtificial IntelligenceBig DataCross-deviceDataMarketer
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Take a Fresh Look at Audience Segmentation, Reflective of Today's Consumer
With convenience hailed to be the defining principle of purchase over brand affinity, showing up at the right time has never been so important. Writing exclusively for ExchangeWire, Marie-Louise Dalton, marketing director, Hitwise, explains that the digital revolution has led to brands being able to engage personally at scale. As highlighted in their recent report, ‘5 Segmentation Strategies to Convert More Customers‘, this means [...]
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