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 [...]
More brands, and now agencies, pulled Google spend, Google apologised, and Al Gore blamed Brexit on climate change: Advertising Week Europe is again over for another year. Outside of the headlines, ExchangeWire ask thought leaders what stood out for them during the event.The importance of understanding audiences
“What a week! So much has been covered, but I have been heartened that ad land is reigniting the conversation around the value and importance of understanding audiences. This insight, combined [...]
From transparency, to customer data, to campaign optimisation – what questions should you be asking to get the most out of your tech provider? In this piece, Paul Wright, CEO, iotec, offers a checklist for opening up the conversation and gathering actionable insight.
There has been continuous debate about transparency in the advertising industry which has all come to a head in the last few months, being heavily debated at Ad Week Europe and the recent ISBA Conference, [...]
So, programmatic has garnered growing interest from marketers in this region, but how should they begin their journey and are they approaching it the right way? In this week’s industry piece, Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, highlights the potholes media buyers here need to avoid and explains why it is important to also know from whom they are buying.
Programmatic in Southeast Asia is primed for major growth. According to projections from Magna Global, programmatic [...]
The ICO have recently stated that to do third-party marketing via email you cannot rely on an explicit opt-in to receive marketing messages from selected third parties. Your only option is to have been named at point of collection, or you have to have opted in to one or two verticals, e.g. to receive marketing messages from retail brands. But, asks Suzanna Chaplin (pictured below), commercial director, ESBConnect, is third-party marketing, done responsibly, really that bad for the consumer?
What takes something beyond smart programming and into the realms artificial intelligence (AI)? How is AI and cognitive computing changing the scope of digital advertising? Ahead of his keynote speech at The 614 Group’s Brand Safety Summit in London on 16 March, ExchangeWire speak with Domenic Venuto, general manager, consumer division, The Weather Company, about the direction of AI and the key considerations of cognitive computing as it becomes more engrained in daily lives.ExchangeWire: When we talk [...]
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 [...]
The roles of chief marketing officers (CMOs), as well as media agencies, have become more complex amid an evolving digital landscape. In this industry byliner, Rahul Vasudev, MediaMath’s Asia-Pacific managing director, highlights what marketers want from their agencies and how the latter can better support their clients’ business.
The role of the CMO has evolved significantly over the years. This change has further accelerated with consumers in Asia-Pacific increasingly demanding more personalised and relevant communication.
CMOs, and their agencies, today need deep [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Video ad demand expected to grow in SEA; Amobee buy marketing tech platform; Publicis take startup scheme to Singapore & Shanghai; GumGum go to New Zealand; IAB AU focus on measurement & mobile; Dentsu eye Philippine growth with new CEO; and Executive appointments at Tapad & The Trade Desk.Video ad demand expected to grow in SEA
Audience analytics is vital for any advertiser looking to understand who their customers are, what influences their buying decisions, and how and where they can find more people like them. In this chapter of the serialisation of The Programmatic Handbook, published by the IAB UK, John Goulding, global head of product, Media iQ, details the types of intelligence audience analytics can gather for a marketer [...]