There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.
This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.
In this Q&A with ExchangeWire, [...]
Geolocation data continues to become more accurate and reliable, giving advertisers the best opportunity to reach audiences in real time with extremely targeted messaging. Writing exclusively for ExchangeWire, Kym Frank (pictured below), President, Geopath, talks about how measurement, optimisation, and attribution will be key to the growth of the OOH industry.
In the past, the out-of-home (OOH) industry was considered difficult to measure, lacking access to the type of big data that the internet was able to generate about audiences. [...]
Location targeting is experiencing a coming of age. The technological capabilities and marketers’ execution of location-based campaigns have evolved from a somewhat scattergun approach to strategic, measurable, performance-based marketing. In this piece, ExchangeWire reflect conversations that took place at a roundtable event, hosted by xAd, following an exclusive preview of joint research titled: Digital Reimagined: Context and Predictability.Creating a 3D image of consumers
A single piece of location data, taken in isolation, provides a one-dimensional view of a consumer, e.g. [...]
Oracle’s Marketing Cloud offering has evolved rapidly following a string of acquisitions over the last five years: Eloqua, 2012; Responsys, 2013; BlueKai and Datalogix, 2014; Maxymiser, 2015; and AddThis & Crosswise, 2016. In August 2016, Laura Ipsen (pictured below) moved from Oracle’s Global Industry Solutions Group (technology solutions for retail, financial services, utilities, public sector, etc.) to Oracle Marketing Cloud as SVP and general manager, replacing Kevin Akeroyd, who left the company.
During an interview [...]
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Asia-Pacific comprise many different countries and markets, resulting in multiple data inputs and a fragmented publisher community. This has made it challenging to gather data and build audience segments relevant for marketers in the region.
In this week’s Q&A, Eyeota’s CEO and co-founder Kevin Tan and Skimlinks’ head of audiences Ed Thomas discuss challenges the industry still face in establishing accurate user profiles and managing misconceived mindsets that audience data should be provided free with inventory buys.
The two ad tech [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: InMobi fined for secretly tracking location data; China sets new laws for paid search; APAC ad market to hit £93.8bn; Singapore location data firm launches PMP; AU agency expands into NZ; and Amobee appoints ANZ sales head.
InMobi fined for secretly tracking location customer data
The Singapore-based mobile advertising vendor has agreed to pay USD$950,000 (£641,060) following allegations that [...]
Singapore Marketers Heavily Reliant On Print Ads; Machine Learning Can Improve Audience Targeting in Asia
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore marketers heavily reliant on print ads; Machine learning can improve audience targeting in Asia; Investment in customer experience yields higher revenue; Dentsu buys majority stake in AU performance marketing agency; Near launches mobile-first audience cloud; Always acquires MY brand activation firm; and IPONWEB appoints new Asia head.
Singapore marketers heavily reliant on print ads
Consumers in Singapore spend [...]
There appears to be a lack of confidence that programmatic will deliver on its promise; and marketers in Asia-Pacific want concrete proof that the ad platform is capable of yielding tangible results.
At a breakfast session in Singapore this week, to discuss the mobile programmatic landscape, speakers and participants debated at length about the lack of understanding, as well as unwillingness to change, among marketers in the region. Jointly organised by Mobile Marketing Association and InMobi, the session was attended [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Three Asian markets to see strong ad spend growth; APAC expenditure on audience data drops in Q3; Eyeota opens Tokyo office; Dentsu Aegis to acquire Band in Singapore & HK; and Move & Emma integration to beef up AU home campaigns.
Three Asian markets to see strong ad spend growth
Indonesia, India, and the Philippines will be the [...]
The IAB states that £1 in every £5 spent on digital advertising is allocated towards mobile; but it’s still not matching consumer engagement on this channel. According to the IAB, the average Briton now spends one in six of their waking hours online, with mobiles and tablets accounting for over half (56%) of that. Media consumption on mobile is at an all-time high, but brands are not spending the equivalent of their marketing budget on mobile advertising.
In this piece, Imran [...]