Singapore – Global advertising company WPP has announced a global partnership with audio streaming services company Spotify, allowing WPP’s clients to have access to Spotify’s ad products, first-party intelligence and creative ways to reach engaged audiences at scale.
The partnership will have WPP looking to use Spotify to develop integrations that provide Spotify’s first-party occasions insights to help clients understand aggregated listening patterns in order to inform more creative and effective digital audio advertising strategies.
Moreover, WPP will work with Spotify to deliver market-leading thought leadership and scaled training programmes for its employees and clients that focus on digital audio creativity and Spotify’s innovative ad products. WPP’s teams and clients will also benefit from early access to Spotify’s neuro-insights research focused on audience trends and insights.
Stephan Pretorius, chief technology officer of WPP, said, “In the fast-evolving media and entertainment landscape, audio streaming has become an integral part of everyday life. At WPP, we recognise the power of audio as a critical component of marketing. The intent of this first-of-its-kind partnership is to integrate Spotify’s insights with the Choreograph platform to create more innovative and relevant ways to connect our clients with their customers.”
Meanwhile, Brian Berner, global head of advertising sales at Spotify, commented, “We’ve long partnered with WPP to enable agency planners and buyers to make more informed decisions when planning for digital audio. With our new global partnership, we’re helping WPP clients modernise their strategy and planning.”
He added, “More than 550 million people across 184 markets come to Spotify every month to be entertained, to learn and to discover for nearly 2.5 hours each day. As we continue to drive innovation in audio and the advertising industry at large, partners like WPP are critical to delivering for advertisers, creators and audiences wherever they are.”
Singapore – Singaporean media company Stellar Ace has unveiled the ‘Green Package’, a first-of-its-kind initiative to support all companies that need to promote their environment friendly efforts.
Being a part of Stellar Ace’s ‘Green Journey’ workflow, the new offering will be focusing on sustainability, considering the entire life cycle of each client’s advertising campaign, from the supplies and processes used, to end-of-life recycling.
In this light, Green Package will be committed to the use of eco-friendly FSC certified paper and environmentally friendly inks for printed materials. Large format displays will also be using PET backlit materials and the most recyclable plastic available, ensuring high vividness and contrast for client advertisements while remaining environmentally friendly.
Stellar Ace’s Green Package offers two features with the first one being that every asset purchased by a client to promote their ESG initiatives will be matched by Stellar Ace, effectively doubling the client’s ESG efforts at no additional cost.
The second feature is that clients can choose from three network solution bundles namely Planet Save, Happy Forest and Eco-view which combine OOH, DOOH and Online assets, and are available at half the cost for ESG driven content. Each package will save an estimated 0.022 tons of CO2e in carbon footprint and 199.73 tons of CO2e in light savings per unit. Additionally, the production cost of the free assets will be absorbed by Stellar Ace.
Speaking on this, Jeslyn Tan, managing director of Stellar Ace, said, “We have a responsibility to our planet, and the time to act is now. The Green Package represents our commitment to sustainability and offers our clients a tangible way to enhance their own green initiatives.”
India – Food and beverage company Adani Wilmar has unveiled the comeback of Kohinoor Basmati Rice in their latest campaign aimed to revive the passion for dining and meals within consumers.
For this campaign, Adani Wilmar teamed up with advertising agency DDB Tribal and ad-filmmakerPrakash Varma for a 40-second film titled ‘Khushboo Kuchh Khaas’, which helps viewers visualise the aroma of Basmati.
In the film, the diners are all minding their own business until the server comes with biryani made with Kohinoor Basmati rice, exuding an aroma that distracts everyone’s attention in a quirky fashion.
Commenting on the campaign, Vineeth Viswambharan, associate vice-president of marketing & sales at Adani Wilmar, said, “Our campaign for Kohinoor Rice aims to forge a deep emotional connection with consumers by highlighting its captivating aroma and lineage.Setting a new benchmark for creative storytelling, the film has no dialogue,voice overs, or text, yet it communicates in a universal language of music & visualisation which is instinctively understood across the country, while powerfully communicating brand USPs.”
Meanwhile, Iraj Fraz, Creative Head of DDB Tribal, also mentioned, “Kohinoor Basmati is the most exquisite aromatic rice, and aroma isn’t an experience that’s easy to explain. It has notes, a harmony, an intro, and an encore. Perhaps this is why we can describe an aroma as a symphony. Just as an orchestra needs a master conductor, we had Prakash Varma tell the story, in his signature style.”
Singapore – Integral Ad Science (IAS) has introduced advanced ad measurement tools for YouTube Shorts, the widely popular short-form video experience enabling users to create and share catchy videos.
With the launch of the total media quality for the YouTube product suite, IAS now offers viewability and invalid traffic measurement for YouTube shorts’ rapidly expanding inventory, ensuring advertisers that real users are viewing their ads.
This move further strengthens IAS and Google’s commitment to providing advertisers with enhanced transparency, enabling them to gauge the performance of their ad campaigns more effectively.
Moreover, by offering this more significant level of transparency, IAS aims to cater to the needs of advertisers who have shown significant interest in leveraging YouTube Shorts’ global and ever-growing audience.
In a statement from Lisa Utzschneider, CEO of IAS, she said, “The rapid and widespread growth of YouTube Shorts presents an incredible opportunity for our advertising partners to reach and engage with audiences worldwide.”
With IAS’s latest ad measurement tools, advertisers can now make more informed decisions and maximize the impact of their advertising efforts on YouTube Shorts’ dynamic platform.
Australia – Cartelux, an adtech software company, has secured an AU$3m post-seed investment from TEN13 and the Queensland Government through Queensland Investment Corporation (QIC).
The investment will fuel Cartelux’s ongoing growth and the development of innovative software solutions for the advertising industry while facilitating the company’s expansion into new market categories.
In response to the support they have received, Joshua Williams, the CEO and founder of Cartelux, said, “We are thrilled to have the support of TEN13 and QIC as we continue to grow Cartelux and drive it to new heights.
Moreover, Williams is optimistic about this partnership; he added that this will enable Cartelux to become a leading global SaaS business founded in Australia. The collaboration will not only lay the foundation for current success but also paves the way for subsequent funding opportunities in the future.
Stew Glynn, managing partner at TEN13 and recent board member of Cartelux, expresses excitement about the partnership, stating, “We look forward to supporting Cartelux in its mission to transform the adtech industry with innovative software solutions for brands and their franchisees.”
In a statement, Kristin Harder, global head of marketing and partnerships at Cartelux and former Audi global head of media, emphasizes the platform’s efficiency; she said the Cartelux platform streamlines the marketing processes, enabling brands to create professional, brand-compliant campaigns in just 60 seconds after onboarding.
With this recent investment, Cartelux is well-positioned to continue its growth trajectory and solidify its position as a significant player in the global adtech market.
The importance of DOOH campaigns for fast-food chains cannot be understated, especially in an era where digital media consumption is high. With DOOH, brands can strategically target specific demographics and geographical areas, maximizing the impact of their marketing efforts.
The ability to leverage location-based data allows fast-food chains to deliver contextually relevant content to consumers, ensuring that their messages resonate with the right audience at the right time.
Moreover, the integration of DOOH campaigns with mobile and social media platforms enables seamless cross-channel marketing, further enhancing brand visibility and amplifying the reach of their promotional content.
In this latest case study, we take a look at how McDonald’s, one of the biggest fast-food chains in the world, utilised DOOH campaigns in partnership with Moving Walls to entice users to their menu, programmed carefully to match the real-time weather conditions in the Philippines.
The Challenge
Popular fast-food chain McDonald’s aimed at launching a new campaign where special “Crave and Claim Deals” would be made available on their mobile app based on real-time weather conditions. This was being done to help their customers keep cool as The Philippines was about to enter hotter days. The brand wanted to communicate these offers through multiple channels but still be able to reveal them only based on changing conditions.
The Objective
The promotion would already be running on the McDonald’s Mobile App tailored to the user’s local weather. The objective of the campaign was to drive users to check for these offers and utilize them.
The Solution
The out-of-home (OOH) media channel was seen as the ideal mass-reach medium to communicate these offers and influence users to check for the offers. The brand and their agency partnered with us, Moving Walls Philippines, to leverage Programmatic Digital OOH (DOOH) and be able to serve dynamic creatives based on live temperature changes so that consumers could “Beat the Heat”. Programmatic DOOH was also ideal for such a campaign as the deal period was only a few days.
Moreover, the campaign required a few things to align – live local weather, multiple deal creatives, and multiple screens across 7 locations. The campaign was run through Moving Audiences (MAX) platform and we connected to open weather feeds and created custom ad-serving rules.
The Results
The integration of DOOH, the brand app, and digital ads with real-time weather data had a significant impact on McDonald’s “Crave and Claim Deals”. The campaign achieved close to One Million impressions in just 10 days. Due to in-campaign optimization, the campaign also delivered 152% additional measured impressions vs the initial forecast.
In addition, the programmatic DOOH campaign leveraged the powerful capabilities of the MAX platform for precise audience targeting and strategic planning. By utilizing MAX, the campaign successfully reached a predominantly adult audience, with a slight skew toward male viewers. This data-driven approach ensured that the campaign’s content resonated effectively with the desired consumer demographic, maximizing the impact and relevance of the campaign.
Lastly, the campaign demonstrated a 9% lift in the audience exposed to the ad visiting McDonald’s establishments during the campaign. This was measured by observing DOOH-exposed mobile devices that were also seen at McDonald’s establishments.
California – Global adtech company PubMatic has announced the launch of ‘Convert’, a unified self-service advertising platform for commerce media which allows commerce media networks to have a unified single self-service platform for transactions.
Built on PubMatic’s global cloud infrastructure, Convert empowers commerce media networks with a single, self-service platform that streamlines the complex and fragmented commerce media marketplace by bringing together essential monetization and optimization capabilities across sponsored listings, CTV, video, and display ad formats.
Convert also aims to ensure transparency in fee and pricing structures along with automation and scalability for commerce media networks and advertisers.
Industry brands, retailers, and advertisers such as IPG Mediabrands, dentsu, Lyft Media, MiQ, and Wallapop have joined PubMatic as initial partners in the development and announcement of Convert.
The new platform complements PubMatic’s existing commerce media capabilities offered via Connect, the omnichannel addressability solution launched in 2022 that enables data access and control on the sell-side, closer to the consumer.
Peter Barry, VP of addressability & commerce media at PubMatic, said, “Data access, monetization, and control are critical for commerce media networks and their advertisers, and PubMatic has a strong history of leadership and innovation in these areas. By making substantial investments in developing customised technology with Convert, we are confident in our ability to continue to drive increased value for our customers.”
Singapore – Tyroo, an adtech business with headquarters in Asia, has announced a global partnership with Pinterest, a visual inspiration platform, to enable advertisers to interact with audiences on Pinterest.
Starting this July, Tyroo will give opportunities to advertisers in nations where Pinterest does not yet provide ad services, allowing them to display their advertising on the platform in various countries across the world where Pinterest does provide ad services.
Pinterest is an opportunity for marketers to be found during these planning periods and connect with consumers actively researching businesses to influence their purchasing decisions. Advertisers may reach their target audience and lead them from discovery to decision-making in an online environment by utilising the Pinterest platform.
The Tyroo platform is used in this partnership to provide account management, specific practices and education, finance management, and streamlined processes that are beneficial to both brands and agencies. This partnership enables brands based in Asia to reach Pinterest users across North America, EMEA, LatAm, and APAC.
Bill Watkins, chief revenue officer of Pinterest, said, “Pinterest uniquely connects advertisers with consumers across the funnel who come to the platform with intent and when they’re most open to discovering brands. We’re excited to partner with Tyroo to empower advertisers in countries where we’re not serving ads to reach the highly engaged audience on Pinterest in countries where we do.We will ultimately have the opportunity to deliver more compelling brand content for our users to take action on.”
Meanwhile, Siddharth Puri, CEO of Tyroo Technologies, said, “With Tyroo’s specialised arm for commerce-based advertising, our partnership with Pinterest will benefit leading brands,across a range of consumer categories, and agencies. Pinterest is a unique platform where the audience comes with high commercial intent – ads on Pinterest are not only useful, they’re additive to the user’s experience.
Puri added, “Through this partnership, we will continue to strengthen our mission to enable brands and agencies in APAC to become successful and scale through world class advertising solutions, technology innovations and other value added support. We’re looking forward to helping our existing and potential network of brands and agencies build and scale their reach on Pinterest.”
Singapore – Cannes Lions, the global festival celebrating the creative excellence of the marketing and advertising scene, has recently concluded. The event, which happened from June 19 to 23, has seen a slew of much-celebrated marketing and advertising campaigns conceptualised by brand and agencies across Asia-Pacific.
The APAC region has seen 114 Lions won, much greater than the 104 Lions won in 2022. Some of the leading markets that have submitted include India, Japan, and Australia.
Without further ado, these are the major wins from APAC brands and agencies this Cannes Lions 2023:
“The First Digital Nation” Client: The Government of Tuvalu Agency: The Monkeys, part of Accenture Song
Grand Prix – Titanium
Silver (Sustainable Development Goals) Planet > Climate Action
Bronze (Film) Innovation in Film > Screens & Events
“Phone It In” Client: Skinny Agency: Colenso BBDO
3X Grand Prix (Radio & Audio) Radio & Audio: Sectors > Consumer Services / Business to Business (each for the campaigns “Lawyer”, “Ad Agency”, and “Strip Club”)
Gold (Industry Craft) Copywriting > Outdoor
Gold (Media) Excellence in Media Craft > Use of Channel Integration
Silver (Radio & Audio) Innovation in Radio & Audio > Use of Radio or Audio as a Medium
Silver (Outdoor) Culture & Context > Breakthrough on a Budget
Silver (Direct) Channels > Use of Print / Outdoor
Silver (Media) Channels > Use of Audio Platforms (for “Skinny”)
Bronze (Radio & Audio) Culture & Context > Breakthrough on a Budget
Bronze (Direct) Excellence in Direct > Copywriting
“Machinegun Mouth” Client: Battleground Mobile India Agency: DDB Mudra Group
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Play Has No Limits ft. Kenshi Yonezu” Client: PlayStation Agency: Six Inc.
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“The Taiwanese World of Warcraft” Client: World of Warcraft Agency: Dentsu Creative Taiwan
Bronze (Entertainment Lions For Gaming) Branded Content for Gaming > Audio-visual Content
“Kaguya by Gucci” Client: Gucci Agency: Dentsu Inc.
Bronze (Film Craft) Production > Use of Original Music
“The Movies That Made (From) Us” Client: Five Star Agency: BBDO Bangkok
Bronze (Social & Influencer) Social Content Marketing > Social Film
Manila, Philippines – Out-of-home (OOH) advertising technology provider Broadsign has been tapped by Summit Outdoor Media, the outdoor advertising arm of Summit Media, to leverage Broadsign’s content management and programmatic advertising solutions to advance its OOH services.
This marks the first time Broadsign is having a media partnership in the region. The technology will play a pivotal role in helping Summit Outdoor Media manage content and optimise ad campaigns across their broad range of OOH advertising inventory of large-scale LED video billboards, strategically located along prime highways in key cities across the Philippines.
Remi Roques, general manager for APAC at Broadsign, said, “Summit Outdoor Media is one of the largest OOH media operators in the Philippines, offering innovative ways to effectively reach local audiences through digital and traditional OOH advertising.”
He added, “With the Broadsign platform, they’ll be able to scale and transform their offering, even as the OOH industry in the Philippines continues to rapidly evolve with the arrival of new cutting edge LED technology and programmatic advertising capabilities.”
Meanwhile, Abigail A. Pe Aguirre, deputy head for outdoor at Summit Outdoor Media, commented, “This partnership is a testament to our commitment to innovation and excellence. With Broadsign’s industry-leading technology, and Summit Outdoor Media’s extensive network of premium and iconic digital displays and traditional billboards, we believe that this collaboration will lead to transformative executions and campaigns for our clients.”
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