Media Spend
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 [...]
SEA Clocks 250% Climb in Mobile Video Ads; AU Newspaper Readership Grows Cross-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 Clocks 250% Climb in Mobile Video Ads; AU Newspaper Readership Grows Cross-Platform; Isobar China Integrates for ‘Efficiency’; IPG Partners with IBM for Customer Insights in Malaysia; and MercerBell Sets Up Content Unit. SEA Clocks 250% Climb in Mobile Video Ads Brand spend on mobile video ads grew 250% in Southeast Asia last year, with consumers watching 230% [...]
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 [...]
APAC Consumers See More Ads Across Platforms; Bangladesh & Myanmar Amongst Fastest-Growing Ad Markets
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC consumers see more ads across platforms; Bangladesh and Myanmar amongst fastest-growing ad markets; Eyeota snags £9.02m in Series B; and Toluna sets up China operations. APAC Consumers See Ads Across Platforms, But Find Them Intrusive Some 78% consumers in Asia-Pacific say they now see ads across more platforms compared to three years ago, but 61% also find [...]
Digital Channels to Power Ad Spend Growth; Mobile Payments Still Looking to Grab a Foothold
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Digital channels to power ad spend growth; Mobile payments still looking to grab a foothold; and Voice-controlled device use to soar. Digital Channels to Power Ad Spend Growth Ad spend will grow by 3.6% in 2018, according to Dentsu Aegis Network’s latest ‘Ad Spend Forecasts’. This is up from 3.1% in 2017.Digital media channels [...]
APAC Ad Spend to Climb 4.2% in 2018; AU Agency Ad Bookings Hit £4.1bn
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC ad spend to climb 4.2% in 2018; AU agency ad bookings hit £4.1bn; Merkle merges with &c in China; AdAsia forms parent company AnyMind; and China social ads grow 53.7%. APAC Ad Spend to Climb 4.2% in 2018 Ad spend in Asia-Pacific is expected to grow 4.2% this year, or by USD$8.1bn (£5.9bn), which is up slightly from [...]
3 Technologies Key to APAC Brand Safety
As concerns over brand safety and securing returns on digital investment continue to persist, it will be important for the ad tech industry to focus on three key technology areas to better help Asia-Pacific marketers in 2018. In this industry op-ed, Oath’s Asia-Pacific head of platforms Erin Chao (pictured below) discusses the need to galvanise market players to drive the adoption of artificial intelligence, ads.txt, and blockchain. Building a brand’s reputation can take decades; diminishing it can take a nanosecond. And [...]
With Customers Firmly Behind the Wheel, How Can Marketers Succeed in 2018?
Where is marketing heading in 2018? In this piece for ExchangeWire, Jamie Anderson (pictured below), EMEA President, Marketo, looks at the growing influence of customers on the brand-user relationship, of marketing executives in the boardroom, and of AI in the ad tech industry. It is fair to evaluate 2017 as a series of highs and lows for the marketing industry. Above all, we have learned that customers are firmly in the driver’s seat; and moving into 2018 marketers need to respond to [...]
Can Mobile Movement Data Truly Drive Advertising Efficiency?
In this exclusive piece for ExchangeWire, Alex Wright, head of insights, Blis, explores the relationship between data and efficiency and how this differs from the relationship between data and increased spend. Retail marketing teams in the UK are engaged in a pitched battle for consumers’ attention. According to eMarketer, retailers are the UK’s biggest digital advertising spenders, accounting for 12.4% of total spend in 2017, or £1.04bn. In 2018 they’ll spend even more. More than two-thirds of that spend was in mobile, which [...]
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