Media Spend
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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 standardsThe average viewability rate in Southeast Asia is estimated to be 53%; which is close to standards laid out [...]
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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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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 growthAd 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 marketsOnline display ad spend in China, India, Japan, [...]
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AU Online Ad Spend Up 7.2%; Singapore Tourism Tap Tencent Ad Platforms
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia online ad spend up 7.2%; Singapore Tourism tap Tencent ad platforms; Singapore SMBs offered help in marketing; MediaMath eye South Korea growth via local reseller; AdAsia mull possible listing in Hong Kong; Postr ring in Indonesia; and RTB House open in ANZ.
Australia online ad spend up 7.2%Australia’s online ad spend grew 7.2% year-on-year to reach AUD$1.86bn [...]
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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 expansionThe 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 trustAgencies in Australia believe programmatic [...]
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Break Out of the Walled Garden
One of the most striking differences between the development of the desktop web and the mobile web is the insularity of the mobile web. Writing exclusively for ExchangeWire, Alex Moss, VP Sales, Europe, YouAppi, explains why, despite the convenience of the walled garden, your advertising performance depends on you broadening your horizons.
Despite Google’s dominance of the desktop web, users still spend a relatively small percentage of their web browsing time on Google-owned websites.
Compare that with the mobile web, and [...]
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It's Time to Share the Wealth As the Digital Economy Soars
Digital advertising is going from strength to strength; but there is tension in the industry over the continued dominance of Google and Facebook and what that means for diversity in ad spend and distribution. Writing exclusively for ExchangeWire, Daniel Fisher, managing director, Playbuzz Europe, discusses how diversity in ad spend distribution could be the saviour for great content and the publishers producing it.
The latest market forecasts confirm that digital advertising is in fine health, led by growth in mobile. The [...]
