Digital Marketing

  • 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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  • 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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  • Ad Effectiveness Cannot Be Achieved if Brand Safety Measures Aren't Implemented

    In the latest column from the IAB’s Display Trading Council, Daniel Bigmore (pictured below), agency and creative platforms lead, ONE by AOL, with contribution from Yahoo and Integral Ad Science, explains that the digital industry collectively needs to face the music and increase safety, transparency, and education to turn negatives into positives where brand safety and ad effectiveness are concerned.

    The spotlight is shining on the industry right now and even though it comes from a negative place, there is an [...]

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  • Q1 IPA Bellwether Report Shows Economic Resilience: Experts Comment

    The Q1 2017 Bellwether Report, released by the IPA last week (19 April, 2017), highlights improved financial prospects and an extension to the run of marketing budget growth, to four and a half years. With a predicted rise in GDP, the Bellwether predicts a revised 0.6% growth in ad spend over the course of the year. Looking at channel performance, mobile, having only been recorded in the Bellwether Report for the last three quarters, saw a net balance of [...]

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  • DOOH Advertising Now Accessible to SMB Advertisers: Q&A with Matthew Olivieri, AdSemble

    Digital out-of-home (DOOH) advertising has been giving new life to older, more conventional out-of-home advertising mediums; and advertisers of all sizes want to reach their customers through this channel as it evolves. ExchangeWire speak with Matthew Olivieri (pictured below), CEO, AdSemble on how SMB advertisers can take advantage of the same available inventory used traditionally by large advertisers.

    ExchangeWire: As billboards have been turning digital, what has been the response from SMB advertisers to take advantage of the DOOH market? [...]

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  • Millennials Love AI; Strength in Programmatic

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Millennials love AI; Strength in programmatic; and Fickle holiday customers.

    Millennials love AI

    Over two-thirds of millennials see the benefits of brands using AI to help inform and direct their buying decisions, according to research by Predictive Marketing company Rocket Fuel.

    As the volume of products and services available online continues to [...]

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