Measurement

  • SEA Viewability Close to US Standards; Taptica Acquires Japan Mobile Ad Platform

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: SEA viewability close to US standards; Taptica acquires Japan mobile ad platform; WeChat user base to hit 494.3 million; Online video ad spend to climb 23%; and Dentsu signs ‘group-level’ membership with IAB SG.

    SEA viewability close to US standards

    The average viewability rate in Southeast Asia is estimated to be 53%; which is close to standards laid out [...]

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  • Agency Role Remains Relevant in APAC; AU OOH Revenue Climbs 7% in 2Q2017

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; iAccess goes to China; comScore offers mobile consumer panel in Malaysia; Wunderman & POSSIBLE join hands; Eventbrite opens up in NZ; and Executive promotions at Merkle, OMD, and UM.

    Agency role remains relevant in APAC

    Media agencies still will be necessary in [...]

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  • ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access

    Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.

    Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.

    Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]

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  • APAC Agencies Must Be More Than Just Media Buyers

    Instead of simply buying media for marketers, agencies must offer guidance on whether their clients are ready to adopt programmatic and, if not, provide help on how to do so.

    This should include data strategy and operations setup, says Vincent Niou, Essence’s Asia-Pacific senior programmatic and partnerships director, who warns that agencies that fail to offer these services will provide opportunities for consulting firms to jump in.

    In this Q&A with ExchangeWire, Niou further explains how agencies can facilitate the development of [...]

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  • Indian Marketers Can Solve Content Challenge with Machine Learning

    Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.

    These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.

    ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]

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  • Upper Funnel vs Lower Funnel: Banner Ads Do Work, They're Just Being Measured Incorrectly

    Measuring the success of online display advertising is a well-known industry challenge. The industry tends to focus on measuring direct response online ads by conversion metrics, but has failed to come up with a consistent means to measure the effectiveness of brand marketing. Writing exclusively for ExchangeWire, Martin Pavey (pictured below), UK country director, Flashtalking, outlines the steps required to create a cleaner dataset for attribution models.

    When putting together your online marketing strategy, I’d be stating the obvious if [...]

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  • Ad Networks That Compete on Price Won't Last in China

    An intense price war has been waging between performance ad networks in China; but competing based on price is unsustainable and will not prevent advertisers from jumping ship.

    Richard O’Connell, general manager of MobAir’s China operations, observes that some ad networks in the country have been willing to lose money on deals in a bid to win big deals and reflect a positive showing for investors. However, with investor capital drying up, networks that have depended primarily on a price strategy [...]

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  • AU Agencies Want Programmatic Trust; SEA Advertisers Concern Over Lack of Programmatic Processes

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU agencies want programmatic trust; SEA advertisers concern over lack of programmatic processes; AU sees growing demand for new video formats; Dentsu open VR lab in Shanghai; Tencent clock 47% growth in online ad revenue; Wunderman launch data-activation platform in India; and YouAppi opens up in Indonesia.

    AU agencies urge need for programmatic trust

    Agencies in Australia believe programmatic [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    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, [...]

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  • Zenith Unveil Global Rebrand Strategy; TPG Revise Offer in Fairfax Takeover Bid

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Zenith unveil global rebrand strategy; TPG revise offer in Fairfax takeover bid; Times Internet take on Moat for viewability; Aussies going sporty on mobile; Taptica open Mumbai office; China’s iResearch launch mobile video measurement tool; and Sling & Stone swing into New Zealand.

    Zenith unveil global rebrand strategy

    The agency group have launched a new “global brand vision [...]

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