Digital Marketing

  • India Mobile Ad Spend to Grow 85%; APAC Game Developers Tap Ads for Better Monetisation

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India mobile ad spend to grow 85%; APAC game developers tap ads for better monetisation; AU OOH shows off 7.2% growth; Most marketers and agencies use marketing attribution, but still struggle to act on insights; and Japanese e-commerce operator signs multi-year NBA content deal.

    India mobile ad spend to grow 85%

    India’s digital ad spend is projected to [...]

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  • Time to Fess Up & Help APAC Marketers Deal with Programmatic Concerns

    Ad fraud and brand safety issues associated with programmatic do exist, so ad-tech vendors need to step up and help Asia-Pacific marketers deal with it, instead of simply peddling their tools.

    According to a CMO Council study, 72% of brand advertisers engaged in programmatic buying were concerned about brand integrity and control in digital display ad placement. The online survey polled 300 senior marketing decision makers and included insights from interviews with some the council’s base of 13,000 members [...]

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  • Ad Tech Dominates: Looking Back at dmexco & Forward to the Future

    With another highlight of the programmatic calendar done and dusted, Anton Kooijman (pictured below), managing director Northern Europe, Rubicon Project, looks at the behemoth of a trade show that dmexco has become and the key trends coming out of this year’s conference – outside of the Debate Hall.

    Ad tech now dominates

    No longer is it confined to a certain Hall – ad tech is now the accepted norm. Giants like Facebook, Amazon, and Google sit amongst DSPs, SSPs, exchanges, retargeters, and [...]

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  • APAC Marketers Talk-Up Customer Experience

    Most brands in Asia-Pacific recognise the importance of user experience, with some turning to data and artificial intelligence to improve consumer engagement. Missteps, though, will happen if marketers fail to understand their customers and rush to adopt emerging technologies without a clear vision.

    Customer experience, consumer ‘hyper-adoption’, and digital disruption were among key trends impacting the industry today, said Fred Giron, Forrester’s Asia-Pacific vice president and research director. He pointed to market players such as WeChat, Kakao, Amazon, and Alibaba, [...]

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  • 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 [...]

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  • Inside Basware’s Customer-First, Data-Driven Marketing Revolution

    B2B companies are often overlooked when it comes to performance marketing. They’re seen as slow-moving enterprises that stick to traditional marketing campaigns with beginning, middle, and end points. Ceri Jones, VP global demand generation & marketing operations, Basware, proves otherwise – B2B companies can, and are, embracing change and adopting performance-driven marketing with aplomb.   The power has shifted Today’s buyers are online, sourcing the information they need when they need it and, [...]

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  • Clients Want More than Just a Transactional Approach to Media: Q&A with John Antoniades, Spark Foundry

    Agency holding company Publicis Groupe has certainly seen some changes in 2017. From a reshuffling and rebranding of its global media agency brands within Publicis Media, to the announcement at Cannes that the group is to reinvest all awards-related budget into the development of its new AI platform, Marcel, for 365 days; it’s been all systems go for the French behemoth. Spark Foundry, one of the global media agency brands under Publicis Media, has seen its fair share of changes [...]

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  • Beyond Billboards: Welcoming a New Golden Age of Advertising

    How do you define advertising? Melinda McLaughlin, CMO, Extreme Reach, believes that content distribution and consumption is blurring the lines of what an ‘ad’ is, and that this actually brings with it untold opportunities. Writing exclusively for ExchangeWire, McLaughlin takes a look at some of the brands that are redefining the advertisement.

    Miriam-Webster defines an ‘advertisement’ as, “a public notice that promotes the sale of a product or service”. When an ad took the form of a [...]

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  • Marketing in the Time of Brexit & Trump: Which Path Should Brands Take?

    How does the political landscape impact marketing? Maria Pousa, CMO, Integral Ad Science, explores the fundamentals brands must keep front-of-mind during changing political times and argues that, ultimately, brand values and context shouldn’t really change in the short term.

    In periods of turmoil, it can be hard for marketers to find their feet – and to call these times ‘divisive’ would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook’s measurement scandal and, more recently, P&G’s call to [...]

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  • AU Online Ad Spend Up 7.2%; Singapore Tourism Tap Tencent Ad Platforms

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia online ad spend up 7.2%; Singapore Tourism tap Tencent ad platforms; Singapore SMBs offered help in marketing; MediaMath eye South Korea growth via local reseller; AdAsia mull possible listing in Hong Kong; Postr ring in Indonesia; and RTB House open in ANZ.

    Australia online ad spend up 7.2%

    Australia’s online ad spend grew 7.2% year-on-year to reach AUD$1.86bn [...]

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