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, [...]
Location data is everywhere, and being able to harness that data is one of the best ways to target customers. As Jon Lowen (pictured below), COO, SITO Mobile explains, using this data to create and measure marketing strategies, gives advertisers the ability to drive measurable in-store visitations in real time.How does closed loop 1:1 in-store attribution work with location-based advertising?
Device-level 1:1 attribution works with location-based advertising to ensure we are optimally leveraging location data to target the most relevant audiences. [...]
A recent report by ExchangeWire, in association with xAd, reveals that media planners are relying less on demographic data and insights to inform advertising strategy, and instead favour contextual data and insights when it comes to defining campaign strategies and optimising performance.
Although demographic data is still used by marketers, shortcomings are becoming more apparent. The research reveals that over half of media buyers (51%) believe demographic segments are "of no use" or [...]
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. [...]
Accuracy is paramount when dealing with location-based marketing, due to the fact that if your location starting point is incorrect, then everything that follows will be exponentially flawed. As Paul Thompson (pictured below), VP EMEA, Blis, explains, this is the most common error that marketers fail prey to when working with or using location to build and define audiences.
Just as on the tennis court, accuracy can mean the difference between devastating disappointment and international victory, as Nadal and Federer know [...]
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. [...]
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 [...]
Most people could agree that 2016 was a rough year. For digital advertising, and others, the bumps were poignant: ‘fake news’ overtook real news and distrust in agencies flared as transparency problems came to light. While some may not have been affected by the major shifts in the ad tech world, agencies and brands should take notice in 2017. The consolidation and changes happening in response to last year’s debacles will affect the tools you use to reach consumers, writes Matt Kojalo, [...]
Location intelligence is an important aspect in today’s proliferation of data; and advances in technology help to truly connect the online and offline worlds. ExchangeWire speak with Adam Meshekow (pictured below), EVP, global sales and strategy, SITO Mobile about how location intelligence can be scaled within the media mix.ExchangeWire: What different elements of the ecosystem need to come together to make location targeting work for advertisers?
Adam Meshekow: There are a few areas that need to come [...]
We may be living in a connected world, but the physical store still has a valid role to play in the path to purchase. As Theo Theodorou (pictured below), general manager of EMEA, xAd explains, retailers need to get to grips with all online and offline touchpoints to drive in-store revenue; and location technology can provide the indicators of intent to connect the dots.
“Robots will revolutionise retail” is a phrase I have heard a lot recently. In addition to the latest [...]