• Is 2018 Finally The Year of Mobile? Experts Comment

    It’s been the “year of mobile” for years, but there has been major strides to making it a reality in 2017. And there’s a lot more on the horizon for mobile in 2018. In a series of features reflecting on the past year, and looking ahead to what we can expect in 2018, ExchangeWire invites over 100 thought leaders from across the industry to share their views. In the latest installment of the series, experts deliver their opinions on [...]

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  • Why App Developers Need to Focus on the Holiday Season

    The holiday season is a critical time of year for a vast swath of the American economy (the National Retailers Federation predicts sales in November and December will reach USD$678bn+ [£508bn+] up from USD$655.8bn [£491.7bn] last year). It’s the time of year when many retailers will finally turn a profit. And it’s when a range of sectors – from electronics manufacturers to publishers – receive up to 30% of their sales for the year. In this piece, Matt Tubergen [...]

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  • Measurement Remains a Challenge: Q&A with Noelia Amoedo, mediasmart

    Ad fraud has found its way into the world of mobile. In Europe, three-quarters of mobile app marketers cite ad fraud as their top concern, followed closely by attribution. In this Q&A with ExchangeWire, Noelia Amoedo (pictured below), CEO, mediasmart, discusses measurement and attribution in the mobile ecosystem, arguing for transparency as a way to control attribution and as a protection against fraud.

    Where are we at with mobile measurement?

    Measurement still remains a challenge for our industry. On one hand many media [...]

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  • APAC Ad Sales to Climb Almost 6%; Consumers Want to Be Able to Text Brands

    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 sales to climb almost 6%; Consumers want to be able to text brands; Dentsu buys Indonesian performance marketing agency; Aussies still like their catalogues; Amobee offers refund for fraudulent ad traffic; Gutenberg eyes Asean via Singapore; and News Corp turns on brand-safety campaign.

    APAC ad sales to climb almost 6%

    Advertising sales in Asia-Pacific are projected [...]

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  • Marketers Need Mobile-First Strategy As APAC Heads to Devices; AU Brands Improve on Digital UX

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Marketers need mobile-first strategy as APAC shoppers head to their devices; AU brands improve on digital customer experience; Audience data spend more than double in Asia; Mindshare inks blockchain partnership in Singapore; and dentsu X marks its spot in AU.

    Marketers need mobile-first strategy as APAC shoppers head to their devices

    Twitter says its users in Thailand, Indonesia, [...]

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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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  • Email Still Relevant Tool for APAC Marketers

    Reports of the demise of email marketing have been greatly exaggerated. That is what Dynamic Yield would like to convey to industry detractors who decry the effectiveness of email as a marketing tool.

    The ad tech vendor launched a suite of services this week that it said would enable marketers to send personalised email to better engage their customers. Dynamic Yield for Email had been integrated with the vendor’s main personalisation software, so marketers would be able to tap user [...]

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  • Reaching the US Hispanic Audience Takes a Tailored Approach: Q&A with Parker Morse, H Code Media

    The US Hispanic market continues to grow, and is a prime audience for advertisers to be able to reach. Yet, there are still challenges in reaching this niche customer base at scale, and tap into the true value of this audience. Parker Morse (pictured below), CEO and Founder, H Code Media, talks about the specific data and nuances that advertisers need to focus on, the best medium to reach this demographic, and what the future of marketing to the [...]

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  • Mobile Gamers Gearing Up for Holiday Season; Willingness to Share Location Rises

    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: Mobile gamers gearing up for holiday season; Willingness to share location rises; and too few marketers protect from fraud.

    Mobile gamers gearing up for holiday season

    Most mobile gamers plan to spend this holiday season playing games more often, downloading more new games, and engaging more frequently with in-app rewarded ads, [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, Dadwal further highlights that security still [...]

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