In 2016, many business owners are still resisting the push towards fully incorporating Internet of Things (IoT) devices into their company. However, according to a study done by McAfee, the network of devices that constitutes the IoT is set to grow at a staggering rate over the next few years. The world is fast moving towards the notion of a smart society with technology running our lives. There is much to be garnered from the [...]
Isobar China Partners With UnionPay to Co-develop DMP & DSP; GroupM Galvanises AU Publishers to Improve Viewability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Isobar China partners with UnionPay to develop DMP & DSP; GroupM galvanises AU publishers in bid to improve viewability; J. Walter Thompson & Mirum launches social unit in Singapore; 37% of AU mobile consumers will accept ads for rewards; Mindshare appoints APAC investment chief; and Taiwan’s Appier gets chief data scientist.
Isobar China partners UnionPay to develop DMP [...]
Tags Ad SpendAd ViewabilityAdvertiserAgencyAnalyticsAPACAustraliaBehavioural TargetingBig DataChinaDataData Management PlatformDemand Side PlatformfraudMarketerMobileProgrammaticPublisherSingaporeSocial MarketingSoutheast AsiaViewability
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singaporeans still prefer email in brand interaction; Social important among China marketers; If clearly labelled, content marketing will get eyeballs; Eyeota secures USD$7m in Series A; Lenovo AU gains cost savings from taking back digital media buys; and Dentsu Aegis looks for cost savings from merged APAC & SEA teams.
Singaporeans still prefer email in brand interaction
Singapore may [...]
While agencies may have moved on, some advertisers in Asia-Pacific have yet to transition from the ad network model and hold out-dated views about programmatic.
Matt Harty, Asia-Pacific senior vice president of The Trade Desk, explains in this Q&A with ExchangeWire that these advertisers believe programmatic deals with remnant inventory and avoid tapping this platform for their media buys. He adds that such misconceptions sometimes are linked to demands for antiquated models such as CPC.
Some ad tech vendors, too, look [...]
Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
China’s largest DSP believes its local partnerships and strong knowledge of the local market mean it can deliver a higher level of service compared to Google, which it considers its archrival.
iPinYou, which last month announced it had restructured to “return” to the Chinese market, is aiming to tap the lucrative cross-border marketing industry. Founded in 2008, the company just raised CN¥500m (£52.4m) in a round of financing led by [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU ad market to grow 3% in 2016; McGarryBowen sets up HK outfit; Gravity4 buys out Australia’s Ad2One; and GroupM Malaysia hires head of Connect.
AU ad market to grow 3%
The Australian advertising market is projected to expand by 3% in 2016, where strong growth will come from outdoor and online ads.
Newspaper and magazine ad revenue, however, will [...]
Ad tech vendors in the Asia-Pacific region are way too obsessed with the last click and are ignoring more meaningful interactions with consumers.
More importantly, last-click attribution is not in line with key business metrics, according to Ann Reilly and Jonathan Hardy, Adara’s vice president of international sales and Asia vice president of sales, respectively.
The executives jointly tackle this week’s Q&A exchange to discuss what needs to change for marketers in this region to enjoy the benefits that programmatic promises [...]
Marketing and technology complement rather than contradict each other, at least when it comes to the role of the CMO. In this piece, Chris Le May (pictured below), SVP & MD, Europe and emerging markets, DataXu, takes a look at the changing importance and impact of the role of the CMO.
The ever-growing impact of technology on the role of the marketer has sparked a debate around whether a chief marketing officer is now morphing into a chief marketing technologist. Is the CMO [...]
Fuelled by increasing mobile adoption, mobile video ads have grown in prominence across Southeast Asian markets and advertisers in the region are eager to tap into this captive audience.
However, brands currently resort to repurposing creatives developed for TV and using these for mobile, in a bid to maxmise their existing assets. In doing so, they risk pushing content that is irrelevant and missing out on opportunities in the mobile space, cautions Vikas Gulati, Asia managing director at Opera Mediaworks.