Tracking marketing spend and measuring results of campaigns to create actionable insights is a challenge that the marketing industry famously faces. Despite this, almost a quarter (23%) of digital marketers aren’t tracking campaign spend whatsoever, according to our recent research conducted to help understand how budgets are being spent. Writing exclusively for ExchangeWire, Andreas Pouros, CEO and co-founder of Greenlight, explains why, with marketing tactics such as influencer campaigns becoming another channel where measuring ROI becomes a foggy maze, it’s more [...]

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Pinterest describes itself as a catalogue of ideas and has been on a mission to inspire people since 2010. Considering how determined brands are to engage consumers in their products and services, it is perhaps surprising that many digital marketers have tended to ignore this channel as a potential route to sales, writes Amit Dar, head of strategic partnerships, Taptica, exclusively for ExchangeWire. Pinterest is partly to blame for this image, because it has not been as brazen as its larger rivals [...]

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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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Think you might be obsessed with gaming on your mobile? You’re not alone. – In 2016, 53% of South Korean mobile gamers spent between 30 and 120 minutes playing mobile games every day – By 2020, it is predicted that 77% of the American mobile population will be mobile gamers – This year, in India, 43% of smartphone users will download a new game on a weekly basis, with 16% downloading one daily. Whether it’s Angry Birds, Clash of Clans, or Candy Crush, mobile [...]

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Mobile now accounts for 43% of digital advertising, finds results from the IAB’s latest Digital Adspend report. Mobile’s year-on-year growth was 38% and now accounts for 57% of all display ad spend, 70% of video spend, and 83% of social media spend. Driven by the rise in popularity of people watching online video, advertisers spent more on video ads than banner ads for the first time ever. In the first half of 2017, advertisers spent £699m (USD$921m) on video ads – [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Connected TV tunes up AU video inventory; China social ad potential largely untapped; AU consumers find newspaper ads most trustworthy; O&M eyes ‘exciting’ Shenzhen; Dentsu snaps up Little Giant; and Booze & beauty amongst brands losing relevance in Singapore. Connected TV tunes up video inventory in AU Connected TV has grown rapidly to account for up to 35% of a [...]

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In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small firms lack resources for marketing; Rapport goes up in Malaysia; Grey ‘Hug’ it out in Dubai; Swisse Wellness buys AU creative agency; Kargo gears up in NZ; and GroupM releases Thai digital playbook. TV ads have diminishing influence in AU TV [...]

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Snap (NYSE: SNAP) had a disappointing start on Wall Street, and yesterday (10 August) Snap Inc. Q2 2017 results missed analysts’ expectations. Financial results for the quarter, ended 30 June, reveal the messaging app has 173 million active users, versus expectations of 174.61 million (FactSet). Furthermore, the social media prodigy fell further behind revenue estimates reporting USD$181.7m (£140.0m) in revenue compared to USD$186.2m (£143.5m) (Thomson Reuters). Since the IPO, shares have been under pressure, falling nearly 41% over the past three months, in part [...]

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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: APAC driving mobile usage; Digital pay gap; and a third of the population on social. APAC driving mobile usage Global mobile device usage is expected to reach more than 5.5 billion users by 2022, according to Forrester Data.Powered by rising mobile adoption in Asia Pacific and Africa, mobile penetration is expected [...]

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Brands are fast discovering the power and opportunity of influencer marketing. They’re realising that they can boost online visibility and acquire customers for a fraction of the cost of traditional approaches like radio, print, and TV, while achieving longer-lasting impact and stickiness. Many experts predict that influencer marketing is the future of marketing. Yet there is still a lot of speculation about what’s in store for this burgeoning industry, writes Victor Ricci, founder and CEO, Trend Pie, exclusively for ExchangeWire. [...]

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