A flurry of recent reports show significant growth in mobile advertising spend. Despite this, marketing investment in mobile is still some way off reflecting the reality of media consumption habits. Thomas Pasquet, co-founder and COO at mobile data platform Ogury, explains why he believes improved data quality could unlock even more brand ad budgets for mobile. ExchangeWire: Zenith’s recent global ad spend report highlighted a growth of 49% in mobile advertising spend in 2016 (IAB/PWC have it at 51% in the UK) [...]
Advertisers Demand Transparency & Accountability for In-Mobile Ad Spend: Q&A with Catherine Mylinh, Vungle
Return on ad spend is always a top priority for any advertiser; and, as in-mobile advertising grows, performance metrics for the mobile vertical are just as important. ExchangeWire speak with Catherine Mylinh (pictured below), VP of marketing, Vungle, about how in-app video formats are reaching the right audiences to deliver ad experiences that achieve the marketer’s KPIs.ExchangeWire: What do you find are the main driving factors to attribute your year-on-year revenue growth at Vungle?
Catherine Mylinh: In a world where [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC firms rank brand damage a top risk; China & Japan to fuel luxury ad spend; MobAir eye China app market; comScore launch MMX Multi-Platform in India; AdAsia open up in Japan & China; and Executive appointments at WPP China & Dentsu Korea.APAC firms rank brand damage top risk
Businesses in Asia-Pacific deem damage to reputation or brand [...]
On January 9, 2007, Steve Jobs announced the iPhone at the Macworld convention – an announcement that also ushered in the birth of the app market, an industry that may top USD$77bn (£61.6bn) in 2017. Entrepreneurs, recognising that smartphones represented the most direct conduit to the consumer, developed every conceivable type of app. Apps like Candy Crush, Angry Birds, Uber, and others, provided ample incentive (and VC money) for developers with an idea to get in on the game. [...]
The Q1 2017 Bellwether Report, released by the IPA last week (19 April, 2017), highlights improved financial prospects and an extension to the run of marketing budget growth, to four and a half years. With a predicted rise in GDP, the Bellwether predicts a revised 0.6% growth in ad spend over the course of the year. Looking at channel performance, mobile, having only been recorded in the Bellwether Report for the last three quarters, saw a net balance of [...]
The IAB UK and PwC released the 2016 UK Digital Ad Spend Report last week, with the news that the UK digital market grew 17.3% in 2016, with a total value of £10.3bn. The vast majority of growth was driven by mobile, which saw a 50.8% increase year-on-year and accounted for a whopping 99% of all digital growth. Of that, mobile video has seen significant growth of 103%. In other news, 72% of display advertising was traded programmatically in [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Short-term success for LinkedIn and Snapchat; Apps leading mobile browsers; and Digital Disappointment.Short-term success for LinkedIn and Snapchat
Consumers would rather brands use emerging technologies and features to communicate with them, finds research by Mailjet.
The findings show that email is the platform most people think we will definitely still be using in ten years’ [...]
Singapore Has Lowest Video Viewability in Region; Lack of Cross-Device View Distorting SEA Attribution Data
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore has lowest video viewability in region; Lack of cross-device view distorting SEA attribution data; AdAsia secure £9.66m in Series A; Havas set up joint venture in Shanghai; Expedia unveil Singapore research lab; and data-driven marketing platform opens in Myanmar.Singapore has lowest video viewability in region
At just 35%, Singapore has the lowest video ad viewability in Southeast [...]
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 [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU agency bookings dip 1.7%; Spotify bring Sponsored Playlists to Singapore; Finn Partners acquire Singapore agency; Dentsu buy out Sri Lanka ad agency; Kantar Media to provide TV metrics in Hong Kong; and comScore unveil MMX Multi-Platform in Indonesia.AU agency bookings dip 1.7%
Agency digital ad bookings for February have dipped 1.7% to AUD$135.3m (£83.32m) from the previous [...]