Tag Archives: xaxis

Lack of data in creativity leading cause of wasted digital ad spend

Data is a hot topic right now, with the upcoming impact of GDPR top of mind for marketers in the region right now, but according to the latest white paper from IAB Singapore, poor data application in the creative process is leading to a significant wastage in digital ad spend.

As the region’s digital ad spend grows, consumer data has become a massive by-product for brands, but lack of training in digital and data related skills is a key barrier to campaign success.

Research by Adobe Digital Insights reveals that gaps exist in the applications of data-led creativity in digital campaigns for Asia Pacific. 65% of 18 to 34-year-olds prefer ads based on their interests, with a third of the same demographic believing advertisers can do better in personalisation.

IAB_LinkedIn

Much of this can be attributed to brands appointing multiple agencies that end up working in silos focusing on distinct and individual KPIs. The lack of digital collaboration ultimately results in wasted advertising dollars.

“The challenge in tailoring digital campaigns lies in recognising where data originates and how they influence creative briefs to develop highly relevant and engaging content. Especially in Southeast Asia, where programmatic is only beginning to take off, brands must be quick to pick up on key learnings, ensuring advertising budget drives toward achieving business bottom lines,” said Miranda Dimopoulos, CEO & Ambassador to SEA, IAB Singapore.

To encourage a data-driven approach, it is imperative on brands to leverage a Creative Communications Process framework across the entire campaign development process.

“As data-driven marketing becomes the new normal, it is important to advocate data-inspired creativity among marketers, agencies and brand owners. Using the Creative Communications Process framework, digital campaigns can be readily optimised with insights from the data signals around us, to develop engaging and impactful creative platforms and campaign ideas,” said Deepika Nikhilender, Senior Vice President, Xaxis Asia Pacific.

Creativity Inspired by Data accounts for current industry needs, with contribution by senior representatives from BBH, Twitter, Digimind, Xaxis, Wavemaker and Unruly.

To get a copy of the Creativity Inspired by Data white paper, click here.

Advertisements

The New Digital Advertising Ecosystem Part VI: Agency Trading Desks

In the latest in our series on programmatic we take a look at Agency Trading Desks (ATDs), the independent units within media agencies that specialise in programmatic buying. In Asia we often hear ATDs referred to as Internal Ad Networks, or just as “the Programmatic team”.

Agency Trading Desks have been set up by the large agency groups to support their clients who want to buy programmatically.

Examples include Xaxis, Accuen and Vivaki. See the Holding Company, Agency and Trading desk mapping below to understand how it all fits together.

Map of Agencies and Trading Desks [PDF]

Download here.

Agency Trading Desks usually offer a transparent and data driven approach to media buying, certainly compared to standard digital media, and can deliver impressive ROIs for smart marketers. ATDs use Demand Side Platforms (DSPs) to buy their media, and utilise a combination of Real Time Buying (RTB) and direct publisher deals to get the best results. Targeting is delivered via a Data Management Platform (DMP).

We know. Too many acronyms.

In summary, programmatic is a much smarter way of buying media and SHOULD get you better results.

But it can be confusing. Agency Trading Desks do a great job of simplifying this complex world.

In addition to being the future of media, programmatic is also a major revenue growth engine for agencies, who have seen profits reduced over the past 20 years by (sometimes over zealous) client procurement teams.

Establishing ATDs as a specialist unit enables agencies to charge fees for the additional services provided, including technology, data, and bespoke media. This is good or bad for the client depending on who you listen to.

What is for certain is that programmatic is moving at high speed and Agency Trading Desks are still evolving. Some ATDs will disappear and become part of the agency, while others will remain as specialist technology units.

In Asia, programmatic is just getting started and we still haven’t seen a full roll out of ATDs beyond regional level in Singapore. Watch this space.

We should also note that there are a bunch of other trading desks operating independently across Asia outside the big agency groups including Performance Asia and CTRL/SHIFT alongside many more.

The New Digital Advertising Ecosystem

Digital is evolving, but the new data-driven real time advertising ecosystem can be confusing.

In an attempt to bring some much needed transparency to ad exchanges and display, Ad Exchanger have a great series of posts dealing with some common questions.

Let us know if there are any other issues you think need a simple explanation, and we can help with answers.