According to Local Media Works, local news brands, in print and online, are among the UK’s most popular media, reaching 40 million people each month (JICREG, 2015) – that’s more than the population of Canada. Yet even with these impressive figures, explains Craig Nayman (pictured below), chief commercial officer, Archant, local media has sometimes found itself undervalued by the advertising industry.
Demonstrated by a wide-reaching portfolio of brands (there are 1,000 local newspapers and 1,700 associated websites in the UK, according to Local [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Naspers sells Allegro; Armis.Tech founded in France; UK viewability figures at 49%; TubeMogul and TVTY integrate; RadiumOne concentrate on creative; Improve Digital grow; and Total Media launch new division.
Strategic sale of Allegro
After announcing plans to sell Polish internet auction site Allegro earlier this year, Naspers have finally closed the deal: Allegro is sold to a consortium of private equity companies [...]
TagsAd ExchangeAd TechAd ViewabilityAdvertiserAgencyAmazonBehavioral TargetingBehavioural TargetingCreativeEastern EuropeEuropeFranceLocalLocationMarketermeasurementMobileNetherlandsPerformance MarketingPlatformPolandProgrammaticPublisherRetargetingStrategic InvestmentViewability
It may be widely touted to bring about improved efficiencies with automation, but programmatic does not mean machines should completely take over media buying and campaign management.
Such misconceptions persist in the Asia-Pacific region and need to be properly addressed, urges Adform Asia-Pacific head Rohit Kumar, in this Q&A with ExchangeWire. He explains why programmatic initiatives cannot be managed in autopilot and highlights two key components that should be in any successful campaign.
ExchangeWire: Adform recently opened offices in Singapore and Istanbul. [...]
Hong Kong leans towards ads on local content sites, and in the local language; while Singapore prefers content that is more global and in English. These differences between markets in Asia-Pacific mean marketers will need to deploy different advertising solutions to cater to the needs of each market.
Pixels CEO Kevin Huang adds that tactics, communications, as well as strategies, should vary across the region, where ad technology also is adopted differently. With cross-screen device identification proving to be the [...]
Having recently seen Dr Marc Hobell (pictured below), director, Pitney Bowes Software, speak at the annual Omnichannel Retail Summit about the science behind location and customer intelligence in the retail sector, ExchangeWire were keen to know more. In this piece, Dr Hobell explains to ExchangeWire the importance of data and technology in retail to ensure an accurate understanding of customers and inform, not just physical store locations, but also the approach to omnichannel communications.
Retail is a high-risk industry. You only [...]
The Internet of Things (IoT) is increasingly championed as an important enabler to improving customer experience and providing higher level of personalisation. Deploying and managing the technology, however, can prove challenging for brands in the region.
Carl Nawagamuwa, Amobee’s Southeast Asia vice president of client services, explains that IoT can offer additional touchpoints and data from which advertisers can better understand their customers. This can then further enhance customer experience and help brands connect the dots.
Setting up and executing IoT, [...]
Now & Next is a feature written by the ExchangeWire Research team. Every three weeks, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on Location Targeting.
Location has been a building block for marketers for over 100 years. In the offline world, whether a brand is delivering leaflets or planning where to open a new store, location has been a key [...]
Japan’s programmatic market may be fledgling compared to the US, UK, and some of its Asian peers, but it faces similar challenges that underscore the need for simplicity, data integration, and ad viewability.
Delegates at ExchangeWire’s ATS conference in Tokyo this week identified key issues the local industry would need to resolve to drive the adoption of programmatic and its associated technology platforms.
During a discussion comprising local marketers, panellists stressed the importance of ad verification tools to ensure their campaigns [...]
The advance of smartphones has not only caused a sea change in consumer behaviour. It’s creating a data tsunami, driven by the flood of ‘signals’ people are sending via interactions with their devices, their apps and the real world around them. In this piece, Tom Laband, CEO & co-founder adsquare (pictured) discusses how advertisers can handle the growing amount of mobile data.
Mobile has become what the Mobile Marketing Association calls ‘The Great Connector’, bridging the digital and physical realms to trigger [...]
Indonesia does not have a robust PII (personally identifiable information) system, making it difficult to track personal details and establish reliable consumer profiles.
Despite this challenge, the local market offers great opportunities for ad tech vendors as it has one of the world’s top 10 largest media spend and is quickly transitioning to digital media, according to Adskom CEO and co-founder, Italo Gani.
The DMP provider last year raised just over SGD$1m in funding, which it said would be used to [...]
TagsAd NetworkAgencyAnalyticsAPACAudience BuyingBehavioural TargetingBig DataBrandDataData Management PlatformData StrategyDisplayLocalMobilePerformance MarketingProgrammaticPublisherSingaporeSoutheast Asia