Technology Featured Southeast Asia

Cybersecurity firm HUMAN and InMobi’s new tie-up aims to make mobile in-app advertising more secure and ‘human’

Singapore – HUMAN, the cybersecurity company that protects enterprises from bot attacks to keep digital experiences human, has announced its new partnership with InMobi, the global mobile marketing and advertising platform provider. This is part of their continued efforts to disincentivize cybercrime by building a transparent and fraud-free in-app advertising ecosystem with real-time visibility and active protection against malicious bot activity.

HUMAN deems to be the first solution in the space to be fully accredited by the Media Rating Council (MRC) for end-to-end coverage against sophisticated invalid traffic (SIVT) for desktop, mobile web, mobile in-app and connected TV (CTV). This includes accreditation for pre- and post-bid detection and mitigation of SIVT, which is challenging to detect as fraudsters attempt to mimic genuine user behavior. 

The new partnership, which includes a direct integration with HUMAN’s MediaGuard solution, ensures that customers and partners will be protected from emerging forms of SIVT–background ad activity, hidden ads, and app misrepresentation/spoofing, measurement manipulation, among many others, while guaranteeing always-on fraud filtering and measurement across the platform, covering 100% of the inventory available on InMobi Exchange.

Moreover, InMobi will be joining ‘Human Collective’, HUMAN’s newly launched initiative that brings together players throughout digital advertising to create a collectively protected ecosystem. InMobi will be responsible for boosting HUMAN’s mobile detection presence.

Kunal Nagpal, InMobi’s senior vice president and general manager for publisher platform and exchange, said that InMobi is committed to transparency, trust-based relationships, and delivering optimal business results to advertisers globally. 

“We are the first in-app marketplace to have the entire inventory verified by an independent MRC accredited vendor, and this partnership reaffirms and enhances that commitment,” said Nagpal.

Meanwhile, Tamer Hassan, the CEO and co-founder of HUMAN, believes that to sustain its growth, digital advertising needs a trusted marketplace built through global collaboration and strong partnerships

“With its global command of the mobile in-app market, this partnership with InMobi strengthens HUMAN’s ability to fight sophisticated cybercrime and creates a more trusted environment for digital advertising,” said Hassan.

Platforms Featured Global

Ad platform Unruly launches new creative studio for brands, agencies

Singapore – Global ad platform Unruly has announced the launch of, a digital creative studio aimed at brands and agencies for the creation of video creative solutions.

Through the platform, brands and agencies using the new in-house service will work with Unruly’s team of creative experts, with years of experience creating ads for screen and media strategy, and will also be given access to the company’s proprietary content testing solutions.

Furthermore, the platform allows advertisers to drive consumers toward consideration, conversion and brand loyalty with next-level video formats and features, available programmatically or through managed service.

“Making sure our clients have all the data they need to ensure their creatives are as engaging as possible has always been a key focus at Unruly. We believe our unique emotional data sets us apart within a cluttered ad tech ecosystem and has meant we’ve been able to give our clients meaningful insights on how to drive greater brand connection to their target audience,” said Alex Khan, group managing director international at Unruly.

The platform was developed in collaboration with adtech Tremor International, hence the name, an amalgamation of the names between Unruly and Tremor International.

According to Les Seifer, vice president for creative at Tremor International, the platform allows “brands to capture audience attention by telling engaging, relevant stories across all screens’ which is done through ‘cost-effective video creation and optimization services that range from turnkey to fully custom, aligned to media goals, audiences and placement types”

“The global pandemic and evolving social and political landscape have created widespread uncertainty across the industry, which means only the most agile and in-touch advertisers will remain a step ahead in 2021 and beyond. Unruly gives advertisers access to unique data that puts them right at the heartbeat of shifting consumer opinion and, supported by our incredible, agile creative team, means they will continue to push out engaging, relevant and emotionally intelligent creative in the face of unprecedented change,” Seifer explained.

Marketing Featured East Asia

Grey Group China appoints former Proximity China CEO as new CEO

Shanghai, China – Advertising network Grey Group in China has appointed former Proximity China CEO Sharlene Wu as its new CEO, in an aim to build better connections with Chinese Grey clients. 

The new CEO will work with the Global COO & President for International of Grey Group Nirvik Singh and will lead the Grey Advertising. She will also be responsible for the integration of Grey DPI, Grey Star Echo, and Grey Easycom.

Leveraging on her experience in the Chinese market, Wu will be responsible for driving the agency’s overall strategic vision and growth plan, furthering business transformation, and providing oversight across key clients and businesses. With Grey, she will continue to enhance and deliver Grey’s marketing services & integrated solutions to clients.

Sharlene Wu is an accomplished advertising veteran. Her career began in 2000 with WPP’s JWT Wings Taiwan and then Ogilvy. Following a short stint with JWT Shanghai in 2006, she then joined as Business Director of BBDO Shanghai in 2007, which marked the beginning of her career with Omnicom Group as Proximity Shanghai’s general manager.

She instantly progressed through the ranks and was named Managing Director (MD) for both BBDO and Proximity Shanghai in 2015, creating specialty teams across Digital Planning, Data Analytics, Social Media, and Digital Production while managing client accounts such as Adidas, Visa, Master Kong, Tencent, and Alibaba; and in May 2020, Wu was finally named CEO following the merger of Proximity and RAPP in China.

Grey Group’s Global COO & President for International Nirvik Singh commented that Wu is a dynamic, results-oriented leader who has extensive knowledge of our industry.

“Her appointment is a clear signal of our ambition to aggressively pursue growth and digital transformation in China. She is a seasoned professional with experience across many industries and categories and I am certain, along with our existing China Leadership team, will create a powerhouse offering for our clients,” said Singh.

Meanwhile, Wu expressed excitement in leading a “strategic and digital-focused” Grey Group in China, believing that she and the agency share the same belief that creativity can solve business problems.

“We have a great team in place to deliver innovative and creative work that will drive the growth of our clients’ brands and businesses,” said Wu.

Technology Featured Southeast Asia

Innity launches programmatic Shoppable Ads across SEA premium publishers

Singapore – Digital advertising solutions provider Innity has launched Shoppable Ads, a programmatic ad platform, as part of their Digital Commerce Advertising Partnership Program alongside premium publishers in the Southeast Asia region.

Through Shoppable Ads, Innity provides an end-to-end shopping experience for customers that streamlines the consumer purchases while providing businesses with insights to able reach purchase-ready customers easily. Furthermore, the platform also features a showcase of multiple products, complete with up-to date product details and pricing. When clicked, it takes them straight to the product’s checkout page.

“Shoppable Ads have the ability to reduce a user’s purchase journey substantially, taking them straight from awareness to purchase. The increase in efficiency will drive ROI and keep consumers coming back for more. With the rapid acceleration of e-commerce today, mastering the potential of digital commerce has become a core strategy that advertisers should no longer ignore,” said Phang Chee Leong, CEO and co-founder of Innity

With many marketing platforms using standard banners for advertising, little emphasis is shown on interaction. Hence, Innity’s existing supply side platform (SSP) allows marketeers greater viewability and engagement through programmatic and data-driven buys for high impact advertising.

“Since its inception, Innity has consistently led the industry with its commitment in developing high-impact, engaging ad experiences. Enhanced creativity is proven to drive impact and action. Our Shoppable Ads were developed to help solve the industry’s need for highly viewable, creative ad formats to break through the clutter to drive meaningful engagements,” Phang commented.

Technology Featured East Asia

OOH media Asiaray’s new partnerships a step-up to DOOH transaction platforms

Hong Kong – Out-of-home media company Asiaray has partnered up with adtech The Trade Desk and advertising platform Magnite in offering a programmatic digital out-of-home (DOOH) transactional platform to ease up DOOH media trade across online and offline platforms, benefiting marketers in the process.

The newest partnership is in line with Asiaray’s ongoing Offline and Online New Media Strategy, which seeks creating connection between offline DOOH media and programmatic advertising.

With Magnite’s omnichannel sell-side advertising platform, Asiaray will be able to advertise DOOH billboards in Hong Kong via The Trade Desk, which then provides marketers additional media buying options as well as creating a new channel for Asiaray to reach out to potential online marketers worldwide.

“Given the proliferate growth of DOOH, we are delighted to have secured new programmatic cooperation with two of the world’s major adtech players – Magnite and The Trade Desk. This campaign makes a key milestone for Asiaray’s Offline and Online New Media Strategy, which created a strong connection between offline DOOH media and online advertisement buying,” said Vincent Lam, founder, chairman and executive director of Asiaray.

He also added, “What is more, the cooperation will provide us a chance to reach out to a different group of usual online advertisers, thus to expand our clientele and eventually expand the Group’s penetration in the market. Looking ahead, Asiaray will continue to work closely with our partners to develop even more effective media solutions for advertisers to generate greater value for the campaign.”

The new partnership also entails facilitating advertisers with technology supporting audience segmentation and verification measurement to adopt a flexible way for buying and to help brands to deliver a more targeted, unified and holistic experience to consumers.

“This campaign shows the immense possibilities for buyers when combining a high impact format like DOOH with the automated buying of Programmatic Guaranteed, which still allows flexible targeting but guarantees access to premium inventory. We are proud to have worked with our partners to facilitate this important milestone, and look forward to running more campaigns in the near future,” said Yogesh Sehgal, country manager for Magnite Asia.

On the other hand, Doug Choy, senior director for inventory partnerships at The Trade Desk, said, “In this world of new technologies, programmatic buying in advertising is certainly a growing trend, and The Trade Desk is delighted to partner with Asiaray and Magnite to introduce our first offline media resources. Marketers now have the opportunity to access inventory for DOOH billboards in Hong Kong through our platform, thereby helping them achieve their greater business objectives. In all, we are very excited in our continued partnership with Asiaray as we help advertisers shift to programmatic buying.”

Marketing Featured Southeast Asia

Tiger Beer unveils new campaign, packaging centered on ‘opportunity amid adversity’

Singapore – “Turning adversity into opportunity” is the latest stunt of Tiger Beer’s newest campaign and packaging that launches globally next year.

The campaign, titled “Yet Here I Am” narrates the story of how the Tiger Beer brand established its brand presence in Asia, despite difficulties in growing key ingredients such as barley and hops. 

The ad campaign, titled “Yet Here I Am” is a narrative of striving against adversities over time. (Video Courtesy of Tiger Beer)

“The world has never been so volatile, and the future so fluid. Tiger is a brand born against all odds as 88 years ago, it was inconceivable that we could brew beer in a tropical climate. And yet, here we are. The video captures the spirit of resilience that the world needs so much of today,” said Sean O’Donnell, global brand director for Tiger

O’Donnell added, “In April, we turned that spirit into action with our #SupportOurStreets initiative, which helped F&B businesses in Southeast Asia cope with the stay-home measures. Together, we showed the world that despite unforeseen hurdles, yet here we are, remaining resilient and full of hope.”

The new packaging unveiled by Tiger Beer, slated for widespread release for next year (Courtesy of Tiger Beer)

Meanwhile with the new packaging, an initial release is slated in Vietnam this year. 

Technology Featured Southeast Asia

JCDecaux SG launches programmatic OOH media across multiple channel platforms

Singapore – The Singapore arm of advertising company JCDecaux has launched its programmatic OOH media across various advertising channels, including bus advertising screens and airport advertising screens.

The company is launching first this strategy to 38 digital bus advertising screens. With these buses traveling along prime areas of Orchard Road the Central Business District, it is expected to generate 66 million impressions across the digital bus shelter inventory. 

Furthermore, the advertising inventory is connected to global demand-side platforms through supply-side platform VIOOH, which allows advertisers planning for offline+online campaigns within a single platform, and allowing them to manage their advertising inventory.

“Programmatic OOH is at the cusp of sea change in Singapore and the region. Many advertisers have expressed interest in our programmatic OOH offering and are keen to explore this to its fullest potential. We are thus delighted to work with VIOOH to launch our programmatic out-of-home media offer beginning with digital bus shelter screens. As we intensify the education journey and transition from traditional mode of buying and selling to a programmatic one, we will also be adding more diverse audiences to our offers by including a wider array of our digital OOH inventory,” said Evlyn Yang, managing director of JCDecaux Singapore.

The company will also roll out digital out-of-home (DOOH) across the Orchard Road and in the Central Business District, and in premium shopping malls namely ION Orchard, Funan, Raffles City, and Jewel, as well as Changi Airport by 2021.