Media Spend

  • China's BAT Amongst Top Global Ad Revenue Contributors; News Corp AU Ditches Newspapers Audit in Metrics Change

    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 top global ad revenue contributors; News Corp AU ditches newspapers data audit in metrics change; Native ads picking up revenue in China; QMS Media acquires NZ digital agency; Wavemaker storms into five APAC markets; and CtrlShift and iPinYou partner to target Chinese audience.

    China’s BAT amongst top global ad revenue contributors

    Baidu, Alibaba, and Tencent are [...]

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  • IAB AU Insists Ads.txt Gaining Traction

    It has been touted as a simple and effective way to combat ad fraud; but ads.txt has reportedly hit some speed bumps in terms of adoption and deployment. Its lead campaigner IAB, however, says it will limit unhealthy industry practices and marketers recognise its necessity.

    An August 2017 report from GetIntent had indicated a slow start for the IAB-developed text file a month after its launch, with just 13 websites adopting ads.txt to their root directory.

    There also were reports [...]

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  • 3 Ways to Ensure Positive ROI for Your Media Spend

    “In 2016, more than half of Fortune 500 companies saw their revenues decline.” 

    – Bob Liodice, CEO, ANA speaking at the ANA Masters of Marketing Conference in Florida, USA.

    That’s an incredibly frustrating fact, but to what does Bob attribute this decline? Continued spending in a “byzantine, nontransparent, super-complex digital media supply chain”. Writing exclusively for ExchangeWire, Elliott Clayton, VP media UK, Conversant, believes brands can do three things differently to ensure that their investments generate positive return for their investment.

    Look elsewhere for viable [...]

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  • DSPs Must Evolve to Help APAC Marketers Reduce Ad Waste

    With media buyers seeking out more efficient paths to supply and demanding greater transparency in fees and auctions, it is time for DSPs to be more than automated workflow tools.

    DSPs have not evolved much from when they were built during the first decade of programmatic, said Sonal Patel, Singapore managing director for AppNexus, calling for an overhaul of demand-side platforms to better meet the needs of marketers today.

    The ad tech vendor recently launched its AppNexus Programmable Platform (APP), touting it [...]

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  • APAC Marketers Must Differentiate in Programmatic Landscape

    In a market democratised by programmatic, brands in Asia-Pacific must be able to stand above the crowd and not have a myopic view of the digital landscape.

    Programmatic had levelled the playing field and created a space in which even multibillion dollar brands competed with mom-and-pop stores. This meant that marketers would need to work harder to differentiate themselves, said Sanchit Sanga, Mindshare’s Asia-Pacific chief digital officer.

    “To win in this scenario, you’ll need to have much better data strategies in [...]

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  • China Programmatic Ads to Hit £4bn; Tencent Online Ads Grow 48%

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China programmatic ads to hit £4bn; Tencent online ads grow 48% in 3Q; Advertisers want agencies to do better with programmatic; AdTiming aims to help US brands target China; and Wagawin opens in Singapore to tap SEA.

    China programmatic ads to hit £4bn

    China’s programmatic ads will generate USD$5.3bn (£4bn) this year, making the market the world’s second [...]

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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 about the region’s programmatic landscape, focus inevitably centred on brand safety and, hence, viewability. Panellists, though, [...]

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  • IAB AU Champions Ads.txt Adoption; Singapore Millennials Say Ads Don't 'Get' Them

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: IAB AU champions ads.txt adoption; Singapore millennials say ads don’t ‘get’ them; MCN offers consolidated customer view across platforms; Indonesia telco bundles lockscreen ads with rewards; GroupM expects ad spend growth in India; and Grapeshot goes to Hong Kong.

    IAB AU champions ads.txt adoption

    IAB Australia is urging the local digital advertising community to adopt ads.txt in a bid [...]

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  • Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba to grow share of global ads; AU content agency acquires retail comms specialist; Singapore socio-political site to shutter; IAB AU unveils programmatic and native guides; and VaynerMedia eyes Asia expansion via Singapore launch.

    Alibaba to grow share of global ads

    The Chinese internet giant is expected to increase its share of the global digital ad market from [...]

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  • Marketing Analytics Firm Snaps Up Japanese Influencer Platform; 'Smart' Billboard Lights Up in AU

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Marketing analytics firm snaps up Japanese influencer platform; VMO lights up ‘smart’ billboard in AU; Publicis sees drop in APAC growth; Vietnamese agency offers free access to Decision Lab; Dentsu buys in South Africa & creates JV in Russia; and Dentsu looks to IndoChina for growth.

    Marketing analytics firm snaps up Japanese influencer platform

    Ginzamarkets has unveiled [...]

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