With geolocation data being a part of everything we do these days, advertising or otherwise, why shouldn’t this data be layered into existing consumer profiles? Writing exclusively for ExchangeWire, Thomas Walle (pictured below), CEO and co-founder, Unacast, explains why location is an important piece of an effective marketing strategy and an ideal way to learn more about, predict future behaviours of, and build a relationship with, your ideal consumer.
Right now, every retailer worth their salt is collecting as [...]
While they may not always capture user attention completely, mobile and in-app ads still offer better audience engagement and targeting.
In fact, the proliferation of data and smartphones in Asia-Pacific over the past couple of years had significantly changed the way marketers approached mobile, said POKKT’s founder and CEO Rohit Sharma.
Video, in particular, was the biggest driver of mobile ads today, while banners were losing traction, he said in an interview with ExchangeWire. With operations in India and Southeast Asia, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Certification and NAI membership for Media iQ; FastPay and AnchorOps to merge; ABC accreditation for Integral Ad Science; Deep learning for new recommendation tech at RTB House; MediaCom and Unruly cooperate; and AdSecure adds cryptomining detection capabilties.Media iQ receives certification for online safety & privacy
Analytics and technology provider Media iQ underlines its commitment to brand safety and online privacy with two [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Mobile drives SEA digital ad spend; E-commerce accounts for 30% of China online ads; AdAsia buys Japanese publisher trading desk; New AU agency to tap voice experience; Dentsu turns up Amplifi in Malaysia; and Oracle unveils AU audience-data offering.Mobile drives SEA digital ad spend
Mobile ad spend across six Southeast Asian markets is expected to more than double [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China fuels in-app ad growth; Google brings store metrics to Singapore; GroupM integrates audience intelligence with Alibaba Uni Marketing; AU advertisers must observe new sex appeal rules; Newsfeeds drive China search ads; and Chimney APAC launches Features and restructures ad unit.China fuels in-app ad growth
In-app ad spend accounts for 98% of mobile ads in China, where [...]
Marketers keen to target travellers in Asia-Pacific need to ensure their data is recent and appropriate, or end up completely missing the boat.
For travel marketing specialist, Sojern, that meant having the ability to act within 11 seconds after someone had made an online booking. This was the amount of time its platform would be aware an airline reservation had been made and trigger the corresponding campaign action to target specific consumers, said Russell Young (pictured below), Sojern’s Asia-Pacific managing [...]
Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers.
This approach helped power AirAsia’s campaigns, according to Kuo Chia-Fang, Oath’s Asia-Pacific media solutions senior director. The low-cost airline worked with Yahoo last year to roll out a campaign that aimed to create awareness of its flight network, frequencies, and ancillary services such as in-flight meal, hot seats, and baggage. It also wanted [...]
Despite retargeting’s less-than-rosy reputation in the digital industry, there may be something that can help restore its standing in society. Enter machine learning. ExchangeWire speaks with Piero Pavone, COO, MainAd, about the role machine learning can play in improving customer engagement, and why they built their new platform, Logico, which aims to do just that.ExchangeWire: MainAd has recently launched Logico – what is the platform designed to do?
Piero Pavone: Logico is our flagship proprietary technology, which ultimately improves the [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers look to machine learning to raise own value; Alibaba to grab 11.3% of global mobile ad market; Most APAC travellers will share data for personalised experience; Ogilvy China restructures for Next Chapter; and Queensland bank building integrated marketing platform.APAC marketers look to machine learning to raise own value
Half of Asia-Pacific creative and marketing professionals [...]
Whilst ‘context’ has been sidelined in the past, it is experiencing a renaissance and now finds itself right at the centre of brand safety and agency concerns, as John Snyder, CEO and co-founder, Grapeshot, explains. Speaking exclusively with ExchangeWire, Snyder highlights why context in audience targeting needs to get back in the driver’s seat.ExchangeWire: What has the evolution of the contextual targeting market been, and what does Grapeshot do for brands and agencies?
John Snyder: Context has always been the mother [...]