Media Buying

  • 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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  • APAC Leads Global Ad Spend Growth; Digital to Consume Largest Share of APAC Ad Budget

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also fuelling ad spend growth; Alibaba offers ad tools to target Chinese consumers; comScore unveils China mobile consumer panel; and Executive appointments at Dentsu, Grapeshot, and AdAsia.

    APAC leads global ad spend growth

    Ad spend in Asia-Pacific is projected to climb USD$30bn (£23.49bn) [...]

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  • Shared Responsibility Needed to Make APAC Programmatic

    All parties with a stake in the Asia-Pacific ad tech industry are responsible for ensuring programmatic delivers the value it promises and ad content quality must remain the focus for marketers.

    Together, this would ensure consumer experience is optimal and brands get the most returns on their ad dollar, said delegates at this year's Mobile Marketing Association (MMA) Forum in Singapore.

    During a panel discussion at about the region's programmatic landscape, focus inevitably centred on [...]

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  • Online Ad Spend to Hit £29.4bn in Key Asian Markets; APAC Sees Highest Growth in Mobile Ad Spend

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Online ad spend to hit £29.4bn in key Asian markets; APAC sees highest growth in mobile ad spend; Dentsu Aegis buy Singapore content marketing firm; X marks Dentsu’s media rebrand; WPP launch Hogarth Australia; and NYT bring brand content to Asia.

    Online ad spend to hit £29.42bn in key Asian markets

    Online display ad spend in China, India, Japan, [...]

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  • Unlockd Secure £17.9m for Asian Expansion; Havas Acquire Indian Wellness Ad Agency

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Unlockd secure £17.9m for Asian expansion; Havas acquire Indian wellness ad agency; News Corp unveil media-buying tool for Queensland; Eyeota join hands with Treasure Data; Sard Verbinnen open Hong Kong office; and AMAA unveil new board.

    Unlockd secure £17.9m for Asian expansion

    The Australian mobile ad platform have raised USD$23m (£17.95m) in Series B funding led by the [...]

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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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  • Baidu Among Top 5 Global Media Owners; Digital Ads to Outpace TV in HK & TW

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Baidu among top five global media owners; Digital ads to outpace TV in HK & TW; IAB AU tout CEASA data on ad spend; Handbook to guide marketers on data strategy; Dentsu aim to boost data capabilities with Accordant; Executive appointments at media agencies; and Tune Group & Emirates marketers join WFA committee.

    Baidu among top 5 global [...]

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  • APAC Brands Need More Than Data in Data-Driven Marketing

    It may seem paradoxical, but data alone is not sufficient for Asia-Pacific marketers to ensure their data-driven campaigns will be successful.

    Increasing focus on such initiatives has overshadowed the need for creativity; and this can lead consumers towards ad blockers, cautions Ben Maudsley, Exponential Interactive’s Asia-Pacific and South Africa managing director. He also advises marketers to adopt care in deciding which data they should use to power their campaigns.

    In this Q&A with ExchangeWire, Maudsley and Tyler Greer, Exponential’s Asia-Pacific and [...]

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  • CtrlShift Rebuke Market Players Who Oversell, Tout Own Integrated 'Hub'

    Adtech players who claim to have silver bullets should be prepared to demonstrate their products are original and able to function as claimed.

    Rene Menezes, who is co-founder and sits on the board of directors at CtrlShift, says that, while many of these tools can get the job done, their capabilities are overstated and do not match up to how they are pitched. In a LinkedIn post last month, Menezes says as much: “I call bullshit on several players in [...]

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  • APAC Publishers Gain Control with Header Bidding, but Must Mind the Pitfalls

    Header bidding offers publishers in Asia-Pacific the ability to regain control over ad-decisioning and enables them to provide access to scaled programmatic inventory. There are, however, challenges unique to certain markets in the region that publishers need to look out for. In this industry byliner, PubMatic’s Asia-Pacific director of marketing, Nigel Kwan (pictured below), explains what these are.

    Whilst it may seem to lurch from one existential crisis to another – spanning ad fraud, viewability, and walled gardens, to name a [...]

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