Category Archives: News

2015 in Review: Top 5 Digital in Asia Content

2015 was another exciting year for digital and programmatic in Asia, South East Asia especially.

There is a definite sense that individual markets are outgrowing Singapore as a regional hub – evidenced by rapidly increasing spends at individual market level, and a resurgence in agencies, both local and global, doing outstanding digital work in local markets.

In celebration of the year past, here are the top 5 Digital in Asia articles for 2015.

  1. Asian Brands Must Be More Innovative Than Those in the West

In our most popular piece of content, we talked to Joanna Kalenska, Managing Director at Razorfish Hong Kong, about Asian consumers, brands’ challenges and opportunities.

2. APAC Social and Mobile Usage Surge in 2015

The ever comprehensive We Are Social Annual Report highlighted robust growth for social, digital and mobile in the region over 2015.

3. A Quick Guide to Social Media in China

Ogilvy released the latest in their guides to Social Media in China highlighting the (mostly) differences but sometimes surprising similarities to global platforms.

4. Digital Savvy but Shy: How Vietnam’s Generation Z is Making Brands Work Harder

A report from market research company Epinion and OMD looking at Generation Z in Vietnam. Numbering 14 million, and with an average monthly disposable income of 112 USD – significant in this emerging market – these consumers are incredibly valuable for brands.

5. 2015 in Preview: Top 10 APAC Digital Trends 2015

2015 promised to be an exciting year for Digital Marketing and Media in Asia. These were the ten trends that, in DIA’s view, would change online advertising over the last year. How many did we get right?! Don’t worry, we’ll be right back very soon with another 10 trends for 2016.

 

 

 

 

Data and Automation will Drive Programmatic in APAC

Programmatic advertising seems to be taking over the world in 2015, and it’s importance is growing across Asian markets.

Matt-Ware_avatar_1428590011-300x300In fact recent studies show that 3 out of 4 APAC brands to increase investment in data driven buying over the year ahead, in line with global trends.

We talk to Matt Ware, Commercial Director APAC, at MediaMath about the three M’s – Mad Men, Math Men, and Maroon 5. Plus a little bit about programmatic.

DIA Hi Matt. How are you?

MW Hi Digital in Asia! Very well thanks.

DIA We’re big fans of Mad Men here at DIA. Can you explain how we got from the Mad Men era, to the Math Men era, and the key differences?

MW To the world’s first advertising agencies, the technology now available to help marketers would have seemed like something from a fantastical science fiction novel.

In reality, the latest technology is proving to be an essential business tool in delivering what has long been promised but never realised – true customer-centric marketing.

While these tools and new ways of working can seem complex and intimidating even to experienced agency hands and marketers, grasping the fundamentals and understanding how programmatic can help business is surprisingly simple.

DIA What are the most compelling benefits programmatic trading can offer advertisers?

MW The three key business advantages that programmatic can deliver are improved targeting, scale, and relevancy. Combining these elements with real-time decision-making across millions of ad-serving opportunities means a brand can lower its marketing costs while boosting its return on investment.

At the heart of the matter is data. Consumers are becoming more sophisticated in how they use devices – from desktops to tablets and mobiles – and when they want to research, review, and buy goods or services. Marketers can now access more data than ever before about this increasingly complicated consumer path to purchase.

DIA Tell us more about data driven advertising. We know that data is THE key component of marketing moving forward.

MW Data Driven Marketing and Advertising (DDMA) – a common acronym among agencies and networks – is powered by technology that analyses vast data sets and provides the algorithms that underpin programmatic buying. This approach to marketing strategy is attracting more and more investment.

According to research conducted among 3,000 marketing practitioners across 17 countries, almost two-thirds (63%) increased their investment in DDMA in 2014, and nearly three-quarters (73%) expect to increase their DDMA budget this year.

It is vital that companies invest in technology that can analyse their consumer data because without this information, their competitors will simply leave them behind. The technology enables data to be qualified and mined for insights that can help with audience segmentation and contextual targeting. Engaging ads can then be created to serve to potential customers. Finally, these ads must be tracked, measured, adjusted and tested again and again to achieve optimum performance.

DIA How can advertisers take their first steps into programmatic?

MW Many brands are now testing programmatic buying on small projects so they can learn more about the systems, before using the results to help convince the CEO or the board that more budget should be invested in automated trading. Some brands such as Mondelez and Procter & Gamble have already announced that a large chunk of media spend will now be traded programmatically.

DIA What does programmatic advertising mean for consumers?

MW Ultimately, programmatic trading allows clients to serve relevant advertising to the consumer via the appropriate channel or platform, and at the right time. It is customer-centric because it prevents the shopper from being bombarded with meaningless messages for products in which they have no interest. The idea is to create a truly personalised shopping experience.

The brand, client, and agency benefit from efficiencies of scale and accurate targeting, and there is less money wasted on trying to reach the potential consumer. A consumer who is happy with the messages he or she receives is more likely to buy the goods and services on offer. It’s a win-win all round.

DIA Thanks Matt. Finally, has anyone ever mentioned your resemblance to Maroon 5 lead singer Adam Levine?!

MW Thank you. The rock and roll stardom wasn’t enough for me, I find a career in programmatic far more exciting.

Kenshoo launches new product suite targeting mobile advertising market

Kenshoo today announced the release of Kenshoo Infinity Suite, aimed at the mobile display advertising market, expected to be a growth area over 2015 in APAC. The new product connects to ad tech giant AppNexus, meaning clients can now activate search and social data across display and rapidly growing in-app placements on exchanges like MoPub, Nexage, and other select inventory sources. Continue reading Kenshoo launches new product suite targeting mobile advertising market

MicroAd leads funding round for Ambient Digital in South East Asia

MicroAd Singapore today announced a Series A investment in Ambient Digital Group aiming to expand market share across South East Asia.

MicroAd will also connect its programmatic ad platform to Ambient Digital’s vast regional supply of inventory – a big win for programmatic ad buyers in South East Asia. Continue reading MicroAd leads funding round for Ambient Digital in South East Asia

2015 in Preview: Top 10 APAC Digital Trends 2015

2015 promises to be an exciting year for Digital Marketing and Media in Asia. The core metrics won’t feel that different from 2014, but there will be increased focus in a number of areas, alongside raised expectations as Asia expands and matures from a Digital perspective.

Here are the ten trends that, in DIA’s view, will change how online marketers across the region do business in the year ahead: Continue reading 2015 in Preview: Top 10 APAC Digital Trends 2015

MicroAd CEO Discusses Strategy and The Future of Programmatic in APAC

MicroAd’s recently launched supply side platform, MicroAd COMPASS, aims to provide a groundbreaking solution for APAC publishers . Kentaro Watanabe, MicroAd CEO, reveals that their new SSP will support increasing demands in the growing RTB market and optimize publisher revenue. See his full interview with Digital in Asia below. Continue reading MicroAd CEO Discusses Strategy and The Future of Programmatic in APAC

2014 in Review: Top 5 Digital in Asia Hot Topics

For the latest in our seasonal review series we look at the top 5 topics on DIA over 2014.

We aggregated info across Facebook, Twitter, Slideshare and here on site to understand the topics that were hot over the year.

There aren’t many surprises – our Top 5 Most Engaged Content and Top 5 Articles reviews have already introduced the key themes for 2014. Indonesia, Mobile and Ecommerce were a huge focus, and we expect this to continue into 2015. Interest in Programmatic and Data point to the future of advertising in the region. Continue reading 2014 in Review: Top 5 Digital in Asia Hot Topics

Digital in Asia and eTail Asia join forces to promote eCommerce excellence

Digital in Asia is excited to announce an ongoing partnership with eTail Asia, the leading platform in Asia to help online retailers discover, develop and implement strategies to build a successful eCommerce business.

The focus is the eTail Asia 2015 conference, which will be held on 11-12 March 2015 in Singapore and presents a great opportunity for online retailers and marketers to expand their networks, listen to case-studies and interactive discussions, and stay informed on the latest innovation in online business across Asia. Continue reading Digital in Asia and eTail Asia join forces to promote eCommerce excellence

PWC Digital IQ study reveals appetite for change from the top

The latest PWC Digital IQ study shows that Asia CEOs lead the way on Digital. There is however concern on the ability of businesses in Asia to deliver transformational Digital strategies top to bottom. Continue reading PWC Digital IQ study reveals appetite for change from the top

APAC Digital Ad spend to grow almost 20% in 2014

Digital advertising investment across Asia-Pacific is projected to increase 17.9% to $41.07 billion this year, according to eMarketer’s latest estimates of global digital ad spending. Continue reading APAC Digital Ad spend to grow almost 20% in 2014