China's Programmatic Buying Small But Growing; Most Agree AU Digital Ad Trading Should Be More Transparent
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China’s programmatic buying small, but growing; Most agree AU digital ad trading should be more transparent; Kiosked invests in APAC expansion; Dentsu Aegis Network inks partnership with York Butter Factory; and Amobee lures Asia exec from Millennial Media.
China’s programmatic buying small, but growing
Spend on online display ads in China will hit USD$14bn (£9.9bn) this year, with [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Almost half of APAC marketers buy programmatically; Indian consumers annoyed by mobile ads; Nine Mi9 puts inventory on AppNexus; AdAsia opens up in Thailand; Criteo eyes growth in India; and China’s LeCo partners with Twitter.
Almost half of APAC marketers buy programmatically
Some 41% of senior marketing professionals in Asia-Pacific have adopted programmatic in their media buys, led [...]
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 [...]
Can successful digital marketing strategies been borne out of the traditional 4 P’s marketing mix? Dominic Dunne (pictured below), managing director, Drawbridge UK tells ExchangeWire that, while the marketing itself hasn’t changed, marketers’ tactics and capabilities have; and the increased access to data and analytics will allow an evolution of marketing concepts.
At the core of traditional marketing are the all-important “4 P’s:” Product, Place, Price, and Promotion. [...]
Now & Next is a feature written by the ExchangeWire Research team. Every four 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 malvertising.
What started out as bad-taste pranks by computer geeks in the early days of the internet, has long become a million-dollar business, that is not only directed at the public in general, going beyond specifically targeted governments or individuals [...]
Open header bidding stacks versus proprietary point solutions – Arel Lidow, VP, product management, Publisher Technology Group, AppNexus (pictured below) argues in favour of the former and lists the benefits.
Nearly unheard of two years ago, header bidding is ubiquitous these days – to the point where describing how it works feels slightly redundant. The appeal is simple: header bidding enables publishers to work around the disadvantageous auction logic and additional costs of Google’s DoubleClick [...]
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: Content marketing spend continues to increase; More ad spend on original digital video programming; and one-third of display ad investment transacted programmatically.
Content Marketing Spend to Reach €2.12bn (£1.68bn) by 2020
In the coming four years, spend on paid content placement will experience a boom in Europe. Growing by a massive 186% by 2020, [...]
Tags Ad ExchangeAd SpendAd TradingAdvertiserDigital MarketingDisplayMarketerMedia BuyingMobileMobileMobile DisplayNative AdvertisingOnline MarketingOnline videoProgrammaticProgrammatic VideoPublisherresearchVideo
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most APAC consumers will consider ad blockers; China brands to spend more on digital; Indian online publisher offers content marketing services; Gravity4’s Pixels unveils programmatic services; Matomy opens Beijing office; New lifestyle marketing agency hits AU market; and DT goes to Singapore.
Most APAC consumers will consider ad blockers
Some 90% of online consumers across the Asia-Pacific region [...]
While they recognise that advertising technology is increasingly necessary, most publishers in Southeast Asia are still failing to fully embrace programmatic as one of the most important ad tech components today. In this week’s industry byliner, Marcus Tan, Asia-Pacific Japan managing director at SpotX, explains why publishers can no longer afford to look away and must start participating in the region’s development of programmatic.
The digital ad market is getting more sophisticated by the day, with advertising technology now a wide-reaching [...]
What do marketers have to consider when buying data, modelling audience segments, and selecting the right platform? In this piece on mobile audience data handling, Tom Laband, CEO AdSquare (pictured below), addresses marketers who are unsure how to approach audience targeting; and outlines the basic steps that marketers need to take in order to implement a successful mobile campaign.
The smartphone is the most personal of all devices; and it is our access to an increasingly connected world. It navigates us through the [...]