Tag: Advertising

Singapore – Ad spend across the Asia Pacific region is projected to rise by 5.8% in 2025, outpacing both global GDP and ad investment forecasts, while EMEA and the Americas are set for slower growth, according to a report by Dentsu.

The report revealed a slight acceleration in APAC ad spend, rising from a 5.4% growth rate in 2024. This momentum is fueled by the region’s expanding digital landscape, with Southeast Asia emerging as a key driver. SEA is set to outpace the rest of APAC, with ad spend projected to grow by 6.8%—more than double its 2024 growth rate.

The report further highlighted that while India (6.5%) and China (4.5%) will see slower growth in 2025, key markets like the Philippines (15.4%) and Malaysia (5.1%) are set to perform strongly. Meanwhile, Australia is set for a steady 3.8% rise in ad spend, driven by its digital-first market.

Prerna Mehrotra, chief client officer and practice president of media at dentsu APAC, explained, “Two engines of growth, the dynamism of China and India and the unrelenting modernisation of Southeast Asia, are driving the region’s robust advertising investment. Amidst diverse market development profiles, one constant stands true: digital dominance. As it barrels towards digital maturity, the APAC region will shape the momentum of connected commerce, retail media, and AI-powered programmatic. Brands that master the balance between automation and strategic oversight will be the ones to lead the next wave of innovation.”

Matt Farrington, president of investment & trading at Dentsu APAC, added, “We are seeing a rapid transformation of Asia-Pacific’s advertising landscape and a shift in the platforms advertisers are choosing to invest in. This is reflected through growing ad spends year-on-year, with Southeast Asia emerging as a sub-regional powerhouse, outpacing other parts of the region. The greatest growth is coming through continued spend migration into digital and connected media, which now accounts for 70% of the total spend across Asia-Pacific.” 

The report also highlighted the ongoing disruption in search and retail media, which is expected to grow at a 10% CAGR through 2031, driven by e-commerce giants like Tmall, Shopee, Lazada, and Flipkart.

Dentsu reports that India is experiencing an ad boom, with digital media ad spend set to grow by 20% in 2025—three times the industry’s overall growth rate. In China, ad spend across the “Big 6” platforms—Tencent, ByteDance, Baidu, Alibaba, Douyin/TikTok, and Xiaohongshu—is also expected to rise by 6.7% year-over-year, with Douyin/TikTok leading at 11%. These platforms continue to dominate the market, driven by AI-powered media buying.

“Brands are increasingly turning to mega-app environments—think Douyin/TikTok, Xiahongshu, and the Meta family of apps—that cater to all moments of the customer journey and that are completely reshaping how customers discover, search, and purchase,” Farrington explained. 

“Additionally, brands are seeing more opportunity in retail media to unlock new, commerce-driven solutions. This is particularly prevalent in the largest and fastest-growing markets, such as India, China, and Southeast Asia, where we continue to see a proliferation of retailers becoming ad networks in their own right,” he added.

Dentsu also highlighted Australia’s ongoing digital ad growth, with video ad spend expected to rise 8.7% year-on-year, driven by key events like the 2025 national elections.

“Australia is facing slower growth relative to its regional peers but is still positioned for a modest 3.7% increase in spend, driven by the accelerated digitisation of channels such as TV, OOH, and audio,” Farrington said. 

Australia – SBS has opened applications for SBS Media’s Sustainability Challenge aimed at encouraging brands to normalise sustainable behaviour and highlighting better environmental practices for Australian consumers.

Said challenge offers brands and agencies $500,000 in advertising inventory for the best TV creative normalising sustainable behaviour and highlighting better environmental consumer practices.

Kate Young, national manager of SBS CulturalConnect said, “In launching the SBS Media Sustainability Challenge, we’re asking brands and agencies to work with us to drive positive change to protect our planet by rethinking how they authentically represent sustainability in their marketing campaigns. 

“SBS has made serious inroads in measuring and working to reduce our environmental footprint, but we know change only comes about when we work together, and through this initiative, we’re providing a platform to elevate creative ideas that normalise sustainable practices to Australian audiences.”

Young noted that SBS Media has a history of using such challenges to drive positive change across the industry, stating, “In 2017, SBS Media launched the Diversity Works Challenge designed to encourage Australia’s advertising industry to rethink how diversity is represented in their marketing campaigns.

She added, “We’ve seen the impact inclusive marketing has had in Australia, and we are again putting up significant inventory to help drive creativity and innovative thinking in normalising sustainable behaviours.”

The winning ad will also receive consulting services and training through Sustainable Screens Australia to help ensure the advertisement meets best practice for sustainable production.

Australia – National pet retailer Petbarn has announced the launch of a dedicated retail media network ‘PetAds’, giving brand partners exclusive access to premium pet parents through the high-impact pet media platform.

Loved by pet parents everywhere, Petbarn has partnered with reo, powered by oOh!media, to connect brands with its 2.9 million loyal customers across the retail media ecosystem, making it the first comprehensive and scalable platform for pet media in Australia.

Leveraging insights from Petbarn’s 2.9 million members of its Friends for Life loyalty program, brands can deliver targeted and personalised campaigns to pet owners for enhanced customer experiences, while closed-loop reporting offers measurable sales outcomes and visibility on return on advertising spend.

Reo will manage end-to-end service delivery including onsite, off-site and in-store retail media solutions, as well as sales representation with a dedicated media sales team. reo will also install and manage Petbarn’s in-store screen network across its chain of stores nationally.

Petbarn has engaged reo to build a best-in-breed retail media network, technology and data stack, including hardware, software, services and media sales. reo is also collaborating with technology partners to deliver the end-to-end retail media platform, providing the benefits of an in-house team through an outsourced partner.

Moreover, PetAds can strategically position brand partners along the entire customer journey, including the crucial last steps of the shopping experience through in-store media. Petbarn advertisers can additionally amplify their campaigns across oOh!media’s extensive out-of-home network within the vicinity of Petbarn store locations, targeting audiences at scale along the path to purchase.

Lucas Barry, chief executive officer at Greencross Pet Wellness Company, said, “We’re always looking for innovative ways to help brands provide closer touchpoints to enhance the Petbarn shopping experience of our 2.9 million loyal customers. PetAds will deliver best-in-class media products, while allowing us to focus on what we do best – caring for pets and delivering on our mission of making the world a happier place through the love of pets.”

Meanwhile, Neil Ackland, chief retail media officer at oOh!media, commented, “The launch of PetAds is a game-changer for brand partners and pet lovers alike. By implementing reo’s advanced infrastructure, this retail media solution unlocks incremental revenues for Petbarn, new revenue opportunities for suppliers, unparalleled insights into campaign performance, and brings consumers closer to the brands they love. Whether through onsite, off-site and in-store media channels, or through extended audience targeting across oOh!’s 35,000+ asset locations, Petbarn is now uniquely positioned to engage customers at every step of their journey.”

Lastly, Cathy O’Connor, CEO at oOh!, stated, “Partnering with Petbarn represents a significant milestone in reo’s journey to solidify our leadership in retail media and expand into new, high-growth sectors. Petbarn’s commitment to innovation aligns with our group strategy to deliver impactful retail media solutions that drive value for retailers, suppliers, and consumers alike. This partnership underscores our vision to lead the retail media evolution while providing adjacent growth opportunities in emerging media markets.”

Petbarn is part of the Greencross Pet Wellness Company which provides an end-to-end wellness experience for pet owners. In Australia, Greencross owns and operates over 241 Petbarn stores and 144 Greencross Vet clinics and 29 Speciality and Emergency Hospitals.

Amsterdam, The Netherlands – Global marketing and tech services company DEPT has recently recertified as a B Corp, stating that it has become first global agency to achieve this milestone. For DEPT, this recertification proves that rapid growth and responsible business can go hand in hand.

Since earning its first B Corp certification in 2021, DEPT has grown from 1,200 people in Europe to over 4,000 across five continents. But while the company has expanded its reach–and its recertification includes each DEPT location, it has also deepened its commitment to balancing profit with purpose. 

In 2024 more than 10% of its profit came from impact projects like Undo the Firewall, and Easy Genomics, and worked for clients such as Daniel’s Music Foundation, ReflexAI, Ocean Spray, United States Olympic & Paralympic Committee, and eBay—proving that business success and doing good don’t have to be at odds. 

In the last three years, DEPT has expanded into the Americas and APAC acquired more than 10 companies and launched some of the most pioneering work in digital. But it has also ensured that every move aligns with its B Corp certification. 

From reducing its carbon footprint to embedding DEI at every level of the business, DEPT has focused on making impact scalable. The company has rolled out initiatives like living wage policies, sustainable procurement standards, and employee assistance programs across all its offices. 

Moreover, as corporate ESG commitments face increasing scrutiny, agencies face more activist activity, and regulations like the EU Corporate Sustainability Reporting Directive (CSRD) raise the bar for accountability, DEPT’s B Corp recertification ensures it is well-prepared to meet new requirements and continue leading by example. 

Dimi Albers, global CEO at DEPT, said, “B Corp is more than just a badge of honour. At a time when companies and governments are backing away from ESG commitments, staying B Corp certified helps us remain accountable and transparent in our operations and stay true to our values. It proves that we’re not just talking about sustainability and impact. We’re galvanising it into the DNA of how we operate, who we hire, and the work we deliver for our clients.”

Meanwhile, Pooja Dindigal, global head of impact at DEPT, commented, “The B Corp framework challenges us to keep pushing forward—to be better, more transparent, and more impactful. It’s both a north star and a catalyst for change, helping us navigate the complexities of growth while creating a more sustainable and equitable world. We are committed to this never-ending journey and excited about the positive impact we can achieve together and with our clients.”

United States – OpenAI has debuted its first TV commercial at the Super Bowl event, with its ad done alongside Accenture Song, and aims to introduce everyday people to the transformative potential of artificial intelligence (AI), marking a milestone in AI’s journey into mainstream consciousness.

As the world approaches the Intelligence Age, OpenAI remains committed to ensuring that artificial general intelligence (AGI) benefits all of humanity. Their products, including ChatGPT, already empower millions to tackle daily tasks, enhance productivity, and solve complex problems. 

This Super Bowl ad serves as an invitation for people from all walks of life to consider how AI can enrich their personal and professional lives.

In terms of the creative process, while AI played a role in the ad’s creative journey, human professionals spearheaded the project’s execution. Accenture Song’s team collaborated with OpenAI’s Sora team to explore innovative ideas during pre-visualisation. However, the final product remains a testament to human craftsmanship, featuring a unique visual style crafted through 2D hand animation and 3D procedural rendering (Houdini).

For Accenture Song, the creative goal was simplicity—cutting through the noise to deliver OpenAI’s vision for the Intelligence Age in a direct, visually compelling manner. Sora served as an experimental tool for rapid ideation, allowing creatives to explore a variety of concepts before refining their final approach.

‘The Intelligence Age’ uses a pointillism-inspired animation style, drawing from OpenAI’s core brand identity and the ChatGPT interface. Throughout the ad, a single data point—referred to as ‘The Point’—transforms into moving iconography, illustrating key moments of human progress leading up to AI’s emergence. This visual metaphor reflects OpenAI’s foundational philosophy: every idea, breakthrough, and innovation begins with a single observation, a single point.

Meanwhile, ‘The Point’ is not just a symbol—it underpins OpenAI’s identity system, influencing its typeface, iconography, and design language. It also appears in the ChatGPT interface, making it a familiar visual cue for users. In the ad, ‘The Point’ serves as a reminder that AI, like all human advancements, is a tool born from curiosity, research, and discovery.

Through ‘The Intelligence Age,’ OpenAI hopes to spark curiosity and inspire individuals to explore the new possibilities AI can bring into their lives. The Super Bowl ad is not just a commercial—it’s an invitation to be part of a defining moment in technological history.

Singapore – Gaming marketing agency Ampverse Pulse has launched Pulse Media, its digital media buying platform, to further connect advertisers with mobile and PC gamers in Southeast Asia (SEA) and the Gulf states.

The newly launched platform provides advertisers access to gaming creators and their in-game inventory, allowing impactful advertising formats on mobile and PC games.

While providing programmatic advertising solutions, Pulse Media also delivers optimisation for brands to achieve high engagement with consumers.

Through the platform, advertisers can leverage immersive in-game ads, execute AI-powered campaigns, and maximise ad spend. Additionally, adtech platforms can integrate ads into live streams and other content while leveraging smart audience segmentation for optimal targeting.

Ampverse Pulse also helps businesses across media planning, strategy, activations, and user acquisition among others. Its clients include Tencent, Redbull, and Burger King.

Charlie Baillie, co-founder and CEO of Ampverse, commented, “We believe that our deep understanding of the gaming market across Southeast Asia and Gulf States will ensure that the Pulse Media media buying division will provide advertisers with a complete solution. There are more than 300 million active gamers in these markets and brands need expert execution to ensure their digital advertising campaigns reach the right audience.”

“There is incredible growth among Southeast Asia’s gaming community, which Ampverse has been a part of through our own long-standing gaming activations with brands and publishers. The time is right to now launch a digital advertising division that enables marketers to strengthen their brand presence in this arena,” Baillie added.

“Gen Z and Gen Alpha will continue to be behind social change and conversation for the next 15 years. In a little over a decade, they will have taken over the economy. Brands must build a relationship with this audience now to have the right and opportunity to engage them in the future,” he concluded.

Singapore – Yahoo DSP has announced that it is the first Demand Side Platform (DSP) to adopt IAB Tech Lab’s standardised Data Transparency Labels, a move aimed at providing advertisers with clearer insights into audience data.

IAB Tech Lab’s Data Transparency Labels use a “Nutrition Label” format to provide marketers, agencies, and data providers with clear, standardised audience data. Created to meet the industry’s growing demand for transparency, these labels offer essential insights to help advertisers make informed decisions.

With the integration of IAB Tech Lab’s Data Transparency Labels, Yahoo DSP provides advertisers with standardised insights into the origin, recency, and segmentation of data segments used in campaigns. The initiative is intended to enhance decision-making, improve campaign performance, and strengthen accountability across the data supply chain.

“Yahoo DSP becoming the first major platform to implement the Data Transparency Labels is a practical step forward for the industry. It’s a clear move toward better accountability and trust in data-driven advertising, and it sets a straightforward example for others to follow,” said Anthony Katsur, CEO of IAB Tech Lab. 

Yahoo DSP’s adoption of IAB Tech Lab’s Data Transparency Labels aligns with its broader efforts to enhance transparency and data accountability. The labels, set to be available in early 2025, will provide advertisers with standardised insights into data segments, supporting more informed decision-making across campaigns.

Giovanni Gardelli, vice president of DSP Data Products at Yahoo, said, “Transparency is critical to reinforce trust and drive better outcomes for advertisers. Our adoption of IAB Tech Lab’s Data Transparency Labels reflects Yahoo’s commitment to delivering the highest level of clarity and quality to our partners. We are proud to lead the industry in this transformative initiative.”

Dan Richardson, director of data & insights for AUSEA at Yahoo, added, “The Data Transparency Label is a key milestone and reflective of Yahoo’s mission to guide advertisers through the digital wilderness—helping them navigate complex ecosystems with confidence. We are proud to be among the first to adopt these labels and deliver greater accountability to marketers striving to connect with their audiences in a compliant and ethical way.”

India – Times Innovative Media Ltd. (Times OOH), part of the Times Group, has introduced digital bus shelters in Bengaluru, expanding its network of premium digital out-of-home (DOOH) advertising assets in the city.

The digital bus shelters feature L-shaped screens with a 125 sq. ft. display area, ensuring high visibility even from a distance. The screens are designed for clear, crisp imagery, particularly during evening hours, allowing for maximum visual impact.

The shelters also support dynamic, real-time content, such as time, weather, and air quality index (AQI) updates, along with trigger-based advertisements. This functionality enables brands to run more targeted and timely campaigns.

In the initial phase of the project, Times OOH has installed 20 digital bus shelters at key junctions, near malls, and in high-traffic marketplaces to maximise visibility and take advantage of increased footfall and dwell times. Future phases are expected to further expand the city’s digital advertising network.

The launch of these digital shelters aims to meet diverse campaign needs, offering flexible slot-based display options and exclusive branding opportunities for advertisers with varying budgets. In line with its vision to innovate outdoor advertising, Times OOH also emphasises sustainable practices, reinforcing its commitment to environmental responsibility.

Rohit Chopra, COO at Times OOH, said, “Times OOH is optimistic about the growth of the digital OOH format. With our extensive experience in outdoor advertising, we are dedicated to expanding our offerings with advanced features and capabilities. The launch of digital bus shelters in Bengaluru is a testament to this commitment. After careful analysis of traffic patterns and advertiser requirements, we strategically installed 20 digital bus shelters, and the response from clients has been overwhelmingly positive, with a significant uptick in enquiries and bookings.”

The introduction of digital bus shelters expands Times OOH’s regional presence, providing brands with a platform to engage Bengaluru’s urban audience. Major brands like Ibaco, Yes Bank, Bhima Jewellers, and IKEA have already adopted the new format for increased visibility.

India – Ludic, the footwear-first lifestyle brand, has launched a new ad campaign for its latest slider collection, blending relatable nostalgia and humor to highlight the comfort of its stylish footwear. 

Created by Braindad, Ludic’s new ad film offers a light-hearted take, showcasing the comfort and versatility of its sliders through a humorous interaction between a customer and a sales staff. The storyline playfully suggests that, despite exploring various options, Ludic sliders remain the top choice for both comfort and style.

The campaign, with the tagline “Comfort aisa, ki ab kya bataayein (Comfort so good, words can’t describe it),” blends nostalgia and humour to create a relatable and enjoyable experience. Through its witty execution, the campaign captures the brand’s essence while connecting with a broad audience.

Commenting on the launch, Ishit Jethwa, founder of Ludic, said, “At Ludic, we’ve always been committed to crafting products that blend comfort with bold, stylish designs. With over six months of meticulous development behind them, our new Sliders break the mould—quite literally. Furthermore, with multiple colourways and a competitive price point, we are confident that this product will enjoy a large acceptance. And working with Braindad on the campaign was an incredible experience, as this film perfectly captures the essence of Ludic—fun, functional, and deeply relatable.”

Vishal Dayama & Devarsh Thaker from Braindad added, “Working with Ludic has been super! At Braindad, we love brands that approach the unconventional ideas we bring to the table with a certain trust and freedom—allowing us to cook! Ludic has been a really supportive partner through this journey of concept to execution where humour and individuality shine, bringing forth the brand’s vision and personality.”

Ludic’s Slider collection reflects the brand’s vision, offering a blend of all-day comfort and a fresh design. Crafted from the ground up, it aims to meet the demand for both comfort and style in footwear.