Tag: Advertising

Singapore – A new report from MAGNA has indicated that global media owners’ ad revenues have reached US$933b in 2024, seeing up 10% in increase in line with mid-year expectations. For the media owners, the growth is driven by a combination of factors including cyclical events, digital innovation, and industry shifts.

Traditional media owners (TMO), encompassing television, radio, publishing, out-of-home, and cinema, saw a remarkable 4% increase in ad revenue, reaching US$274b. This marks the strongest performance in 14 years, excluding the post-COVID recovery of 2021. Key factors contributing to this growth include a record number of cyclical events like elections and major sporting events, as well as a 12% surge in non-linear ad sales, particularly ad-supported streaming, which now accounts for 25% of total TMO ad revenue.

Meanwhile, digital pure players (DPP), including search, retail, social, and short-form digital video, experienced even more substantial growth, with ad sales increasing by 13% to US$659b. This growth was fueled by strong performance in search/commerce ad formats, short-form video, and social media. Organic growth factors such as increased competition in e-commerce, the rise of retail media networks, advanced AI targeting, and improved monetization of short vertical videos further propelled DPP growth.

While the global ad market experienced a strong first half, growth slowed in the second half. However, the US market remained the largest, accounting for US$380b, followed by China at US$155b. Key dynamic markets in 2024 included France, the US, India, and the UK, while growth was more subdued in Japan, Canada, China, Germany, and Australia.

Industry-wise, CPG/FMCG, Government, Betting, and Finance were among the fastest-growing verticals, while Tech recovered and Travel slowed down. In 2025, MAGNA expects Auto, CPG, and Tech to be dynamic sectors.

Moreover, the ‘Big Three’ digital media owners, Google, Meta, and Amazon, continued to outperform the market, with ad revenue growth of 11%, 22%, and 21%, respectively. Their combined market share reached 51% of global ad revenue and 61% outside of China.

Looking ahead to 2025, the report forecasts the global ad market to grow by 6.1%, approaching the trillion-dollar mark.

Vincent Létang, EVP of global market research at MAGNA, said, “The strong growth of advertising spending in 2024, despite a challenging economic environment, was of course driven by an unusually high number of major cyclical events but, more fundamentally, media innovation is what attracts a growing share of marketing budgets into advertising formats.” 

He added, “Digital pure-play ad formats (search, retail search, social and short form video) are fueled by the rise of commerce media redirecting billions of dollars from trade marketing into digital formats. The growing reach of ad-supported CTV streaming makes cross-platform long-form video more attractive to advertisers as it now offers scale on top of addressability and brand safety. With no major cyclical drivers in 2025, MAGNA expects ad spend growth rates to slow, but the organic factors will remain at work, stabilizing TMO ad revenues, and growing DPP ad sales.”

New York, USA – Global independent sell-side advertising company and LG Ad Solutions have announced a renewal of their global relationship, spanning North America, APAC, and EMEA. The partnership achieved substantial growth over the past two years which saw LG Ad Solutions’ programmatic spend grow significantly on the Magnite Streaming SSP.

Magnite and LG Ad Solutions are continuing their collaboration and connecting to high-quality demand sources to unlock efficiencies for buyers. Advertisers can now use Magnite’s ClearLine self-service solution to directly access and purchase premium video inventory with full transparency and control. 

Through ClearLine, they can apply LG’s proprietary first-party data to LG’s supply and will be able to utilize unique ad formats on the LG Home Screen in the first half of next year—marking the first time these formats are available in the programmatic ecosystem. 

Moreover, LG Ad Solutions is leveraging Magnite’s SpringServe ad server to power several new activations, including its webOS all-in-one smart platform. This combination delivers an all-in-one smart platform enabling the delivery of highly tailored ad experiences that align with viewers’ preferences and improve the overall TV experience. 

This expanded capability within LG’s webOS ecosystem allows advertisers to reach audiences on a global scale through a highly immersive and seamless ad format.

Mike Laband, SVP of platform revenue at Magnite, said, “We’re excited to embark on the next phase of our relationship with LG Ad Solutions and build on the great success we’ve achieved to date. The LG team has been supportive of new ideas and testing new technology which is always a huge help when it comes to bringing novel solutions to market. We look forward to continuing to grow the partnership globally and raising the bar for ad-supported video advertising.” 

Meanwhile, Kelly McMahon, SVP of global operations at LG Ad Solutions, commented, “Our partnership with Magnite has been essential in delivering high-quality, seamless ad experiences to our viewers, and this next phase brings even more potential. With the deeper integration of Magnite’s ad-serving technology across our CTV footprint, we’re enhancing ad relevance even further and enriching the connection between brands and their audiences.”

Singapore – Integral Ad Science (IAS) has unveiled plans to expand into China, aiming to equip global advertisers with advanced solutions for invalid traffic (IVT), fraud detection, and brand safety and suitability measurement, tailored to meet both international and local standards.

IAS aims to enter the world’s second-largest advertising market to support advertisers tapping into China’s growing digital media potential. With digital ad spending in China expected to surpass $140 billion in 2024, IAS aims to deliver greater value and results for its clients.

Moreover, this expansion aligns with IAS’s long-term international growth strategy, addressing a critical need for advertisers seeking comprehensive measurement coverage across global markets. 

Through the establishment of a subsidiary in China and its role as a founding member of IAB China, IAS will also provide dedicated local support to Chinese advertisers aiming to expand their reach globally.

IAS has collaborated with global luxury clients, many with significant media investments in China, to develop this market initiative. The company emphasised that they are dedicated to working with industry partners to create solutions tailored to China’s unique advertising landscape.

“IAS is one of the only measurement solutions able to meet the unique demands of the Chinese market, and we’re aiming to fill a crucial gap in coverage for advertisers,” said Lisa Utzschneider, CEO of IAS. 

“With an expanded footprint, we will empower advertisers with actionable data they need to maximise their return on investments and support their growth in this dynamic and evolving digital advertising landscape,” she added. 

Tracy Cui, vice secretary-general CAA at IAB China, also shared, “IAS and IAB China are pleased to be working together to provide international brands with better access to global standards in China and helping to bring new technologies to the market.”

Earlier this year, IAS announced expansions into key APAC markets, including Hong Kong, Taiwan, Thailand, and Vietnam, alongside senior leadership appointments. Its APAC operations now span a wide network, covering Australia, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand, and Vietnam.

Singapore – Max made its debut across Southeast Asia, Taiwan and Hong Kong with regional activations across seven markets – Indonesia, Malaysia, Philippines, Singapore and Thailand, as well as Taiwan and Hong Kong. 

The series of creative and immersive outdoor marketing efforts showcased the streaming service’s rich collection of blockbuster movies, groundbreaking series, iconic hits, best-in-class real-life stories, and family favourites, inviting fans to feel, experience, and become part of the stories, connecting with local audiences through dynamic and culturally relevant campaigns. 

On November 19, Max celebrated its arrival with a spectacular regional light-up moment across all seven markets. Scenes from Warner Bros. Discovery’s beloved brands and franchises, including ‘Harry Potter,’ ‘House of the Dragon,’ ‘The Last of Us,’ ‘Dune: Part Two,’ ‘Godzilla x Kong: The New Empire,’ ‘Aquaman and the Lost Kingdom,’ and ‘Barbie’ were projected on prominent buildings and landmarks. 

Moreover, audiences were invited to join in local launch celebrations, where fans in the Philippines explored ‘The Last of Us’ and ‘House of the Dragon’ themed Christmas trees and were treated to a magical Harry Potter Christmas tree light-up countdown by James and Oliver Phelps, followed by an amazing fireworks display. In Thailand, audiences were captivated by a life-size “Krathong” installation during the Loi Krathong Festival, as well as on-ground pop-ups inspired by ‘Barbie,’ ‘Dune: Part Two,’ ‘Friends’ and ‘Harry Potter.’

In Taiwan, pop-ups of iconic Warner Bros. Discovery brands including Game of Thrones and Harry Potter allowed guests to step into the world of their favorite shows. 

Upping the ante, Max also took over prominent train stations, transportation, billboards and building projections across Southeast Asia, Taiwan and Hong Kong, transforming daily commutes into Warner Bros. Discovery-inspired journeys.

To connect viewers in Asia with Max, a series of creative social content brought iconic characters from Max’s loved shows into the heart of each market, incorporating characters into Asia’s vibrant culture, where characters ‘react’ to hyperlocal landmarks, dishes and cultural experiences. 

“The extensive launch campaign generated significant excitement, fostered emotional connections, and positioned Max as the region’s newest streaming experience. The campaign has successfully launched Max on an upwards trajectory in Southeast Asia, Taiwan and Hong Kong, deeply connecting with local audiences in the region,” the streaming service said in a press statement.

Singapore – Stellar Ace, an out-of-home (OOH) advertising company and business arm of SMRT, has introduced a new advertising format on pedestrian overhead bridges.

Called the ‘SkyWalk’, Stellar Ace’s new OOH format enables advertisers to engage with motorists and commuters. The panels can accommodate advertisements up to 10 metres in length and 1.5 meters in height.

The SkyWalk builds on the company’s large OOH formats, including the ‘SubWalk,’ which can be found in underpasses, and ‘LinkWalk,’ which is in covered linkways.

The large-format advertising panels aim to provide advertisers with wider reach, leveraging geographic targeting to engage local communities. With its presence in the public transport system, Stellar Ace allows advertisers to reach commuters, drivers, and pedestrians.

Financial services group OCBC has become the first to take on the SkyWalk panel, using it to promote its Seagrass Restoration Project.

Koh Ching Ching, head of group brand & communications at OCBC, commented, “It is exciting to be the first advertiser in Singapore to dive into showcasing the OCBC Seagrass Restoration Project on pedestrian overhead bridges. We chose the bridges in locations such as Queenstown and Tampines for its high-traffic and prominent locations. Such larger-than-life billboards works for us because of the campaign’s visually-impactful image of a mermaid under the sea with a dugong among a lush seagrass meadow.”

“The platform is a powerful medium to capture the attention of passerbys and motorists about the importance of restoring depleting seagrass for climate action. Many think little or even nothing about seagrass. Kudos to Stellar Ace for the innovative idea to utilise these overhead bridges,” Koh added.

“The importance of this environmental campaign on Singapore’s seagrass conservation and restoration efforts is critical to marine biodiversity. Innovative OOH advertising solutions such as ‘SkyWalk’ allows OCBC to reach the right people in an efficient, cost-effective, eye-catching way,” Tony Heng, managing director of Stellar Ace and president of Stellar Lifestyle, said.

“Stellar Ace continues to innovate and expand its omni-channel OOH network and high frequency touchpoints to support advertisers’ demand for effective means of amplifying their campaign messages to the right audience in an impactful and compelling way. The large-format panels are all designed with that objective in mind,” Tjhin Poi Chung, deputy managing director of Stellar Ace, commented.

Singapore – Travel company Skyscanner has launched a new advertising platform that leverages first-party data from a travel audience.

The new Skyscanner Ads Platform aims to help its travel partners in the digital advertising landscape, enabling them to reach new audiences while maintaining data privacy. Independent from third-party cookies and other tracking technologies, the ad platform allows brands to engage audiences in a safe environment.

Through the Skyscanner Ads Platform, advertisers can launch, manage, and optimise contextual campaigns in the company’s marketplace. This ensures that ads are delivered to relevant audiences.

With insights into consumer behaviour and preferences, advertisers can also adjust their spending in real-time.

Additionally, the platform has a predictive recommendation tool, analysing trends and campaign performance for advertisers while providing suggestions.

The ad platform was built in collaboration with airlines, travel agents, media agencies, and travel brands.

“With the increasing focus on consent, the future of cookies and general tracking practices within the advertising ecosystem, Skyscanner Ads Platform is a game-changer for advertisers wanting to reach highly engaged global audiences who are in the market to travel,” Kirsten Stirling, senior director of product management at Skyscanner, said. 

“We’re harnessing the power of Skyscanner’s first-party data and combining it with smart, proprietary technology to drive more meaningful, effective, and importantly – privacy-centric results,” Stirling added.

“Partnering with Skyscanner has transformed our ads strategy. Their innovative products, highly collaborative approach and deep audience insights drive exceptional engagement and measurable results. Access to high-quality first-party data is becoming increasingly important and Skyscanner’s ability to harness this data sets them apart in the advertising world.” Kyle Nimmo, head of media investment at easyJet, commented.

Singapore – Omnicom Group has confirmed that its board of directors have unanimously approved a definitive agreement pursuant to which Omnicom will acquire Interpublic Group (IPG in a stock-for-stock transaction. This officially confirms earlier media reports of the advertising giant acquiring another of its rivals.

The combined company will bring together the industry’s deepest bench of marketing talent, and the broadest and most innovative services and products, driven by the most advanced sales and marketing platform. Together, the companies will expand their capacity to create comprehensive full-funnel solutions that deliver better outcomes for the world’s most sophisticated clients.

Omnicom reports that new company will have over 100,000 expert practitioners. The company will deliver end-to-end services across media, precision marketing, CRM, data, digital commerce, advertising, healthcare, public relations and branding.

Moreover, Interpublic shareholders will receive 0.344 Omnicom shares for each share of Interpublic common stock they own. Following the close of the transaction, Omnicom shareholders will own 60.6% of the combined company and Interpublic shareholders will own 39.4%, on a fully diluted basis. The transaction is expected to generate annual cost synergies of $750m.

In terms of the leadership, John Wren will remain chairman & CEO of Omnicom while Phil Angelastro will remain EVP & CFO of Omnicom. Meanwhile, Philippe Krakowsky and Daryl Simm will serve as co-presidents and COOs of Omnicom, with Krakowsky also being co-chair of the Integration Committee post-merger. 

Three current members of the Interpublic Board of Directors, including Philippe Krakowsky, will be welcomed to the Omnicom Board of Directors.

John Wren, chairman & CEO of Omnicom, said, “This strategic acquisition creates significant value for both sets of shareholders by combining world-class, highly complementary data and technology platforms enabling new offerings to better serve our clients and drive growth.”

He added, “Through this combination, we are poised to accelerate innovation and harness the significant opportunities created by new technologies in this era of exponential change. Now is the perfect time to bring together our technologies, capabilities, talent and geographic footprints to bring clients superior, data-driven outcomes. We are excited to welcome Philippe and the entire Interpublic team to the Omnicom family.”

Meanwhile, Philippe Krakowsky, CEO at Interpublic, commented, “This combination represents a tremendous strategic opportunity for our stakeholders, amplifying our investments in platform capabilities and talent as part of a more expansive network. Our two companies have highly complementary offerings, geographic presence and cultures. We also share a foundational belief in the power of ideas, enabled by technology and data. By joining Omnicom, we are creating a uniquely comprehensive portfolio of services that will make us the most powerful marketing and sales partner in a world that’s changing at speed. We look forward to working with John and the entire Omnicom team.”

Singapore – Operational machine learning (ML) and performance advertising company Moloco has announced the appointment of Nopparat Yokubon as Moloco Ads lead for Southeast Asia and ANZ as well as Jason Bagg as commerce media lead for ANZ.

These appointments highlight Moloco’s commitment to expanding its presence across the Asia-Pacific (APAC) region as it continues to meet the growing demand for ML solutions in the digital advertising landscape.

Nopparat, a seasoned adtech veteran with over 16 years of experience in digital advertising and monetisation across APAC, will spearhead Moloco’s growth initiatives in Southeast Asia. Her extensive regional expertise and proven track record in scaling advertising technology solutions positions her perfectly to drive Moloco’s next phase of growth in this dynamic market. 

“Southeast Asia represents a pivotal mobile first market with emerging opportunities in app development, particularly in markets such as Vietnam and Pakistan. As businesses navigate the current economic landscape and seek sustainable growth, our mission is to help them overcome complex challenges in user privacy, AI transparency and ad fraud,” Nopparat said.

She added, “We are already seeing a strong traction with financial services, gaming publishers and consumer apps across the region and we are committed to evolving our Machine Learning powered solutions to meet the region’s diverse marketing needs.”

Meanwhile, Bagg possesses unique insights as both a former platform customer and industry veteran, positioning him to best lead Moloco growth in the sophisticated ANZ market. He also has deep experience in transforming retail media operations and driving advertiser success.

“Having experienced Moloco’s platform capabilities as a customer, I witnessed firsthand its transformative impact in scaling commerce media advertising. The team’s commitment to innovation and product excellence made this a compelling opportunity and I’m excited to work with retailers across Australia and New Zealand to help them build and scale their media businesses with a focus on driving sustainable, long-term growth and returns,” Bagg said.

Meanwhile, Ikkjin Ahn, co-founder and CEO of Moloco, commented, “These strategic appointments underscore our deep commitment to the Asia-Pacific region. Nopparat and Jason’s extensive experience and deep understanding of local markets will be invaluable as we continue to deliver innovative, machine learning-powered solutions that empower businesses to navigate and thrive in an evolving digital advertising landscape.”

Singapore – Advertising giant Omnicom Group is reportedly in advanced negotiations to acquire fellow advertising giant Intepublic Group (IPG), as first reported by the Wall Street Journal.

According to people familiar with the matter, the deal could be announced as early as this week. Moreover, it is estimated that the combined entity would have net revenue of more than U$20b, according to 2023 figures for each company.

While details of the purported deal are yet to be announced, it is estimated that  all-stock deal is likely to value Interpublic at between US$13b and US$14b, excluding debt.

With this, the merger would combine some of the world’s biggest agency names in the overall marketing and advertising scene. Omnicom handles BBDO Worldwide, DDB Worldwide, TBWA Group, DAS Group of Companies and Omnicom Media Group. Meanwhile, IPG handles FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group and Marketing Specialists.

It is worth mentioning that this is not the first time Omnicom tried to acquire an advertising holding company. In 2013, Publicis and Omnicom tried to undergo a merger which would have been called Publicis Omnicom Group. The merger failed eventually in 2014 due to growing industry concerns as well as dwindling client wins at that time.

Singapore – Grab and Coca-Cola are advancing their strategic partnership in Southeast Asia to better engage today’s increasingly hybrid shoppers. The partnership will combine Coca-Cola extensive offline retail presence with Grab’s expansive online network to create unique experiences for consumers to better enjoy Coca-Cola beverages. 

This marks a significant milestone in the ongoing collaboration between the two companies, which is dedicated to driving customer value and unlocking growth opportunities for Coca-Cola as well as their merchants and distributors in the region. 

Coca-Cola will collaborate with Grab on various regional campaigns and initiatives that cover both online and offline channels, leveraging GrabAds’ comprehensive full-funnel retail media ecosystem. Coca-Cola will also tap into GrabAds’ first-party transaction data for precise audience profiling tailored to its target segments and to employ the platform’s innovative online-to-offline (O2O) ad formats for creative campaigns designed to boost engagement and sales. 

As part of the expanded partnership, Coca-Cola will continue to roll out the Foodmarks campaign on Grab across several Southeast Asian cities. The campaign invites users to discover hidden street food landmarks – or Foodmarks for short – in participating cities via the Grab app. 

Whether dining out by booking a Grab ride or ordering in with GrabFood, users can enjoy a perfect blend of delicious street food and refreshing Coca-Cola, bundled together in special combos by featured merchants. This campaign is executed through a series of in-app masthead and native ads, targeting users looking for new dining options.

Coca-Cola is also collaborating with Grab to help merchant-partners boost sales via omnichannel campaigns. This includes a video campaign leveraged by Coca-Cola sales teams to help merchants design and utilise Coca-Cola online bundles on Grab, which can be further amplified through GrabAds, including through product sampling. 

Initial campaigns have already demonstrated positive results: for instance, a product sampling campaign for Lemon Dou done in March this year within Metro Manila, Philippines, saw the delivery of 50,000 samples of Coke Zero via GrabFood merchants, yielding strong engagement. Coca-Cola also launched a car icon branding campaign in Vietnam early this year where Coca-Cola icon replaced Grab’s green rider icon, and appeared on real-time delivery maps. 

Lastly, Coca-Cola and Grab have also partnered on the Coke&Go campaign, which brings together convenience and seamless purchasing to tech-savvy consumers across Singapore. The initiative allows consumers to utilise the Grab app to make purchases from Coca-Cola physical smart coolers by scanning a QR code. Purchases can be seamlessly completed via cashless payment methods linked to consumers’ Grab accounts. Coke&Go is projected to deploy several hundred units across Singapore by early next year, with plans for regional expansion informed by consumer response. 

Sam Way, vice president of digital acceleration office at Coca-Cola ASEAN & South Pacific, said, “We are excited to take our partnership with Grab to the next level. In line with Coca-Cola commitment to growth, innovation and customer satisfaction, leveraging GrabAds’ retail media platform will help us boost our online presence to complement our robust offline retail network. With the digital population booming in Southeast Asia, this partnership will enable merchants to strengthen their online visibility, attract hybrid shoppers, and create deeper connections with the Coca-Cola brand across touchpoints.”

Meanwhile, Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “Coca-Cola has been a long-standing and valued partner of Grab, and we are thrilled to deepen our partnership with new and exciting co-created campaigns. To achieve full-funnel impact, it is crucial that merchant-partners are present where the consumers are, whether that’s online or offline. This also includes taking advantage of O2O platforms like ours to deliver innovative omnichannel experiences that not only drive tangible business results but build brand loyalty.”