Latest Stories
Brands Must Look Beyond Summer Romances & Prioritise Meaningful Customer Relationships
Why is engaging with customers through digital marketing comparable to online dating? Writing exclusively for ExchangeWire, Tom Byrne, SVP agency services, Merkle EMEA, explains that it’s all about meaningful relationships. Today’s always-on digital world has affected our lives in a multitude of ways. One of which is how we find love. With the plethora of online dating websites and apps now available, it’s becoming increasingly difficult to master the digital minefield of love. But what inspires us to make that right swipe or [...]
Singapore Startup Wants to Help 'Bricks' Target Audience via Location
Despite the rise of e-commerce marketplaces, traditional retail players still can compete successfully if they have the right tools to better target consumers in the physical realm. This is where Singapore startup WhereIsWhere hopes to step in and offer location-based services, which it says will plug a critical hole in the industry and arm brick-and-mortar retailers with the ability to engage potential customers. CEO and founder Terence Mak said: “We want to be the game-changer for bricks.” Noting that these businesses never really [...]
Grabbing Gamers & Gaining Visibility with Rewarded Video
Awareness campaigns are a critical tool for new and established brands alike. The focus of these campaigns isn’t immediate click throughs and conversions; instead, it is on building brand recognition and consumer retention. Traditional awareness campaigns might include TV advertising or print media. While these avenues put information in front of thousands, it can be nearly impossible to track direct ROI, writes Sandor Jones (pictured below), product marketing manager, YouAppi, exclusively for TheGamingEconomy. The same can be said of rewarded video; [...]
Over-Reliance on the Bidstream Is Failing Retailers Looking to Make the Most of Location-Based Advertising
Today, using location data as part of ad campaigns is the norm for most retailers – and for good reason. Not only does it enable them to build location-informed audiences, but also to target consumers with the right message, at the right location, and the right time, as well as to measure the effectiveness of their advertising at driving consumers in-store. In this piece for RetailTechNews, Mark Slade, CEO, Location Sciences, explains that, despite this, we are acutely aware that [...]
TWG Tea Balances Need to Be Omnichannel, Whilst Remaining a Luxury Brand
TWG Tea is looking to build out an omnichannel e-commerce site with the aim to offer free shipping across all locations; but, in doing so, is cautious about ensuring it continues to be seen as a luxury brand. The Singapore-based tea brand marked its 10th anniversary this year with the launch of a new global online retail platform and local invitation-only MyTWG membership programme. Together, they served as the company’s digital business intelligence tools and helped establish better connection with [...]
OpenRTB 3.0 Now Open for Comment; Marketers Value Data Accuracy Most
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: OpenRTB 3.0 Now Open for Comment; Data Accuracy Most Important Factor When Buying Audience Data; TabMo & zeotap Partner; Series A Funding for GlobalWebIndex; and JCDecaux Boosts OOH in London. OpenRTB 3.0 Now Open for Comment After releasing the OpenRTB framework last September, the IAB Tech Lab is now ready for receiving feedback on the new media transaction system, as well as the tech [...]
Your Guide to Scaling Your European Madtech Business
We sent out a mailer a few weeks ago to our GDPR-compliant subscriber list, titled ‘9 Reasons to Love the Industry. This was to highlight our optimism about the industry and encourage you (dear reader) to attend ATS London this year. Number seven on our upbeat list refers to the opportunity for the current crop of European madtech startups. Never have I seen a bigger opportunity. We are heading into a new epoch for digital marketing.
AU Broadcasters Looking to Build Briefing Portal; Alibaba Buys Stake in Digital Marketing Firm
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU Broadcasters Looking to Build Centralised Briefing Portal; APAC Luxury Online Ad Spend Grows 25%, Though Print Remains Primary Channel; Alibaba Buys Stake in Digital Marketing Firm; Amobee Outbids Auction Competitors to Acquire Videology Assets; and Tencent Leads China Subscription OTT Video. AU Broadcasters Looking to Build Centralised Briefing Portal A group of free-to-air and pay TV broadcasters in [...]
Holding Companies Likely to Diversify to Protect Market Position: Q&A with James Kesner, Results International
Mergers and acquisitions within ad tech and martech are firmly in the spotlight at the moment, with some very interesting moves happening across the space. Following the release of their H1 marcoms M&A analysis, James Kesner (pictured below), director of M&A advisory firm, Results International, speaks with ExchangeWire about how the M&A scene is changing, as well as the big global trends to look out for. ExchangeWire: The marcoms M&A scene in 2018 appears to be much more buoyant [...]
Take Your Game to the Next Level: App Retargeting for Retention in Gaming
It would be foolish to underestimate the power of app retargeting to engage with your mobile gaming app users. As a consumer, you may think of retargeting as being followed around the web by the image of a pair of scissors you bought three weeks ago, but in mobile gaming, the opportunities to engage with users, based on how they have interacted with your gaming app, are not only smart, but also fruitful. Mobile game developers new to the app [...]
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