A recent IAB survey of marketers in the UK revealed that 50% use programmatic for buying mobile inventory. However, programmatic advertising on mobile is one of the least understood mobile topics, with almost 45% of respondents reporting having no or little knowledge of it. ExchangeWire talked exclusively to Jonathan Tom (pictured below), the recently appointed head of mobile programmatic for EMEA, RadiumOne, about the four things to bear in mind when developing a mobile programmatic strategy.
The disconnect between usage and knowledge [...]
For one veteran of the mobile enterprise software industry, the ad tech world simply is not moving fast enough and remains bogged down by ineffective ad serving and management technology.
Matthew Talbot, senior vice president for BlackBerry Messenger (BBM), says he is stunned at the somewhat immaturity of ad technology for mobile in the Asia-Pacific region and has yet to see any robust tools available in the market today, compared to other tech industries.
In this Q&A with ExchangeWire, Talbot also explains [...]
Tags Ad NetworkAd ServerAdvertiserAgency Trading DeskAPACAudience BuyingDemand Side NetworkDemand Side PlatformDSPFragmentationMobileMobile RTBNative AdvertisingProgrammaticPublisherPublisher ExchangeSoutheast Asia
The IAB states that £1 in every £5 spent on digital advertising is allocated towards mobile; but it’s still not matching consumer engagement on this channel. According to the IAB, the average Briton now spends one in six of their waking hours online, with mobiles and tablets accounting for over half (56%) of that. Media consumption on mobile is at an all-time high, but brands are not spending the equivalent of [...]
The advance of smartphones has not only caused a sea change in consumer behaviour. It’s creating a data tsunami, driven by the flood of ‘signals’ people are sending via interactions with their devices, their apps and the real world around them. In this piece, Tom Laband, CEO & co-founder adsquare (pictured) discusses how advertisers can handle the growing amount of mobile data.
Mobile has become what the Mobile Marketing Association calls ‘The Great Connector’, bridging the digital and physical realms to trigger [...]
A real change is at hand when it comes to understanding mobile audiences, and we’re only really beginning to understand the effect that mobile devices are having on consumer buying habits. This is what Forrester recently named “The Mobile Mind Shift” in a new book, which they define as “the expectation [in consumers] that I can get what I want in my immediate context and moments of need.” With this level [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: SEA mobile video programmatic climbs 20%; Outbrain & OMD ink partnership in Australia; India’s Komli spins out mobile ad tech firm; and Xaxis pledges 100% viewability for APAC markets.
SEA mobile video programmatic climbs 20%
Mobile video programmatic inventory increased 20% across four Southeast Asian markets in the second quarter this year, amid efforts by advertisers to reach consumers [...]
Tags Ad ViewabilityAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingBrandDigital MarketingIndiaMarketerMarketing TechnologyMobileMobileMobile RTBProgrammaticProgrammatic VideoPublisherSingaporeSoutheast AsiaVideoViewability
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: operation Creative sees 73% drop in top UK advertising on illegal sites; cost of ad blockers to reach USD$21.8bn; 15-24 year olds use smartphones every other minute; and mobile video sees four figure growth and a record amount of clicks
Operation Creative sees 73% drop in top UK advertising on illegal [...]
Private marketplaces are fuelling programmatic media buying and this preference for dedicated, defined inventory trading is increasingly apparent in the Asia-Pacific region.
According to SpotXchange, more than 40% of impressions sold through its programmatic platform were traded through private marketplaces; adoption of which grew 112% in the first half of 2015, compared to the previous year. ExchangeWire posed some questions to SpotXchange Founder, CEO, and President Mike Shehan who elaborated on the appeal of private marketplaces and why they might [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: Mobile device hijacking costs advertisers $857m; 333% increase in rich media ad spend; mobile apps account for majority of traffic; and Instagram global revenue reaches $595m.
Fraudsters strike again
Most brands in Asia are simply taking campaign methodologies for traditional media, and slapping them onto mobile platforms, without first assessing new possibilities the latter can offer.
This results in much inefficiency that otherwise can be improved with the deployment of mobile programmatic, says Shi Yi, CEO and founder at Avazu Holding, in this week’s Q&A with ExchangeWire. Yi also discusses the lack dominant tech players in this market segment, which is especially vital in Asia-Pacific, as the region faces [...]
Tags Ad ExchangeAd NetworkAd TradingAdvertiserAgencyAPACBrandChinaCross-ChannelData Management PlatformDemand Side PlatformFragmentationLocalMedia BuyingMobileMobile Ad ExchangeMobile Ad NetworkMobile RTBProgrammaticRTB