Measurement
APAC Marketers Need to Get Measurement Right First
Measurement is the important piece of the puzzle Asia-Pacific marketers need to get right in order to fix what may be wrong with their programmatic campaigns. “I would always start with measurement”, Attila Jakab, Infectious Media’s managing director, said in an interview with ExchangeWire. “What is the measure of success? What are you trying to achieve? And how can you come up with a better way of measuring that business goal?” Jakab said. “Once you have that [established] and the right measurement [...]
What Programmatic In-Housing Means for the Future of the Service Layer: Q&A with Adform
In the build up to ATS Paris, ExchangeWire speaks to Julien Gardes, vice president southern Europe, Adform, to get his thoughts on the future of the service layer, the role consultancies can play in helping advertisers, and the trend of moving programmatic in-house. ExchangeWire: There has been a lot of talk about the end of the service layer recently. Is this being facilitated by in-housing, and is there still a need for a service layer? Julien Gardes: There has [...]
European netID Foundation Launches; Turner Establishes Unified Ad Sales Unit T1
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: European netID Foundation Launched; Turner Combines Its Ad-Products into New T1 Ad Unit; Impact Radius Rebrands & Launches Martech Platform; Iotec Introduces Independent Assessment Capabilities; and Meetrics Adds Facebook Video Ads to Its Verification Capabilities. European netID Foundation Launched With the GDPR approaching, German media groups RTL Germany, ProSiebenSat1, and United Internet have partnered to establish the European netID Foundation. The [...]
APAC Marketers Should Use Same Metrics to Compare Retargeting Results
To establish reliable results from multiple retargeting campaigns, marketers in Asia-Pacific should compare platforms using the same metrics, attribution models, and data sources. Running multiple retargeting tools will encourage a ‘tug-of-war’ between competing vendors and drive more effective marketing activities in the future, says RTB House’s Asia-Pacific managing director Jakub Ratajczak. However, this means marketers will need to set up the same parameters and goals across all tech providers to better compare results and impact, he adds. In this Q&A with ExchangeWire, [...]
India Ad Spend to Climb 13%; GroupM Buys India Digital Creative Agency
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India Ad Spend to Climb 13%; GroupM Buys India Digital Creative Agency; News.com Most-Read AU News Site; Dentsu Reports 9.2% Profit Growth; and AANA Puts Focus on Media ROI. India Ad Spend to Climb 13% Advertising dollars in India are projected to climb 13% year-on-year to hit 693.46bn rupees (£7.66bn), according to estimates from GroupM. The WPP agency [...]
Proving Brand Value: Why Advertisers Need to Rethink the Metrics They Are Using
With overall digital ad spend reaching £10.89bn by the end of 2017, up 11% from 2016, according to eMarketer, the digital advertising market continues to show exceptional growth as marketers recognise digital’s unique ability to reach large audiences and connect with them in a highly targeted, relevant, and cost-effective manner. Nick King (pictured below), UK managing director, Exponential, looks at different trading metrics and how the market is experiencing a shift towards buying on the basis of vCPM and CPE only. Mobile [...]
'APAC Telcos Sitting on Valuable Audience Data' Q&A with Soumita Roy Choudhury, Asia-Pacific Head, Mobilewalla
Telcos hold a wealth of high-quality data that can not only help mobile marketers better understand their audience, but also has the potential to be as valuable as those monopolised by Facebook and Google. Telecom data-as-a-service will see emerge as a key industry trend this year, according to Soumita Roy Choudhury (pictured below), Asia-Pacific head, Mobilewalla, which provides mobile customer data intelligence tools. Mobile marketers also will be looking to tap artificial intelligence and machine learning to help identify anomalies [...]
BAT Influence Stifling Ad Tech Competition in China; AU TV Ads Hit £1.24bn
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: BAT Influence Stifling Ad Tech Competition in China; Alibaba to Grab 9.8% of Global Ad Revenue; AU TV Ads Hit £1.24bn; YouTube Expected to Dominate APAC Videos; Criteo Unveils Reseller Scheme in APAC; DoubleVerify Opens in Singapore; Essence Ramps Up Asia-Pacific Presence; and MediaMath Offers Programmatic Training in APAC. BAT Influence Stifling Ad Tech Competition in China Programmatic [...]
China's BAT Amongst Five Platforms to Grab Ad Spend Growth; More AU Consumers Tuning into Radio
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 BAT amongst five platforms to grab ad spend growth; More AU consumers tuning into radio; Japan firm first to complete IAB audit verification programme; Dentsu opens new APAC HQ in Singapore; and Quantcast expands into APAC markets. China’s BAT Amongst 5 Platforms to Grab Ad Spend Growth China’s three biggest internet players (Baidu, Alibaba, and Tencent [BAT])are [...]
India Needs Standardised Metrics for Digital
Traditional media may still dominate in India, but this will evolve and ad tech companies have to start creating products and metrics that work across multiple screens. Advertisers in India were projected to spend most of their budget on traditional media, with TV accounting for 39.3% of overall ad spend last year, according to eMarketer. This, however, would change and ad tech companies would have to develop products and metrics for multi-screen environments, said Shamsuddin Jasani, managing director for Isobar India. In [...]
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