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.

Kuala Lumpur, Malaysia – Alex Goh, most recently the chief strategy officer at Naga DDB Tribal, has joined Astro as its head of strategy and product for Astro Media Solutions. In his role, Alex aims to assist brands in gaining a larger market share by leveraging the power of entertainment to break through the noise.

“In the high clutter world we live in today, I am excited by the prospect of leveraging Astro’s rich capabilities to deliver content and entertainment-led integrated brand experiences – across screens (and even screenless environments i.e. radio), via both online and offline channels. And to do so in a way that balances creativity and effectiveness,” Alex said in an exclusive conversation with MARKETECH APAC.

How agency leadership will translate into his new role

Prior to his new role at Astro, Alex held the chief strategy officer position at Naga DDB Tribal for four years, where some of his key responsibilities revolved around driving agency transformation by leading initiatives to enhance data, processes, controls, and talent management while introducing AI-driven strategy development to improve quality and efficiency.

Moreover, his leadership responsibilities encompassed mentoring and coaching a team of strategists, fostering a culture of continuous learning and growth. 

He also led the joint-strategic function for The ONE Team, a creative partnership between Naga DDB Tribal and M&C Saatchi following the Celcom and Digi merger.

“My past experiences including my time at Naga DDB Tribal had always revolved around working with brands to define their brand’s story, and then finding the most compelling ways to present that story to the world,” Alex said.

Looking back, Alex stated that one of the things he aims to bring over in his new role is his ability to have a deeper understanding of people to make worthwhile connections through brand storytelling.

“A big part in doing this well is rooting in a deep understanding of people; this helps brands find the right orientation in identifying a story worth telling, to be told in a way that’s worth people’s time and attention. Now, I just have access to interesting touchpoints, content and IPs to do just that. Telling brand stories and creating brand experiences at the intersection of the brand’s best self and people’s needs and interests has always been my professional pursuit,” he explained.

Navigating the future of advertising solutions

For Alex, one of the key challenges in advertising revolves around how agencies and brands are increasingly focused on understanding the gap between reach and impact.

“In the high clutter environment we all live in, beyond just stated reach and impressions, getting attention for brands remains a constant and growing challenge. Without attention, everything else that we talk about and fuss over – from the right targeting to the right message and excellent creatives – becomes academic,” he said.

He also highlighted how multiple studies have shown that there is a significant variation in the levels of attention afforded by different platforms. And in this regard–in what may come as a surprise to many–TV and BVOD consistently lead when it comes to video platforms.

“So in response to shifting media behaviours and to help brands thrive in the attention economy, among others, it requires a total video solution across linear and on-demand environments, across both small and big screens,” he said.

Alex added, “And that’s what Astro’s addressable advertising offers, among others – extending and refining the access of brands to the media environments that are most conducive for audiences to receive a brand’s message and thus most profitable for a brand.”

Speaking on trends that will shape the future of advertising, Alex notes that artificial intelligence will impact marketers to make their lives both easier and harder. But why harder? 

“Because among other things, AI will result in an explosion of content being released. But, there’s literally not enough human attention to go around,”

With that in mind, Alex notes that he sees a resurgence for many marketers to go back to brand fundamentals by embodying the principle ‘right audience, at the right time, with the right message, presented in the right setting.’

“I also observe a return to brand fundamentals too – in this digital age, to balance reach and relevance as marketers find their optimum mix of brand building versus sales activation; not because it’s trendy but because sustainable growth relies on it,” he concluded.

As Astro increasingly seeks impactful ways to connect with audiences in a competitive marketplace, Goh’s leadership will play a pivotal role in shaping advertising solutions that are not only data-driven but also deeply resonant with consumers. 

Washington, USA – American telecommunications company T-Mobile has announced that it will be acquiring global OOH advertising company Vistar Media for $600m. Said acquisition will benefit the T-Mobile Advertising Solutions business, a move for the carrier to improve its advertising business.

Through the acquisition, T-Mobile will acquire all of Vistar Media’s industry capabilities, which include intelligent marketplace and technology solutions for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens. 

The network is provided by nearly 370 OOH media owners and serving more than 3,000 brand partner advertisers.

This combination will help transform the DOOH industry by leveraging Vistar’s end-to-end adtech platform and scale, together with T-Mobile’s unique customer insights and data. 

T-Mobile will also elp marketers and advertisers reach consumers with more addressable and measurable solutions, delivering greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content.

JP Colaco, SVP & chief T-Ads officer at T-Mobile, said, “T-Mobile is always envisioning new ways to deliver for consumers and we see a tremendous opportunity to provide more relevant and personalised advertising. Combining T-Mobile’s customer-centric approach and its expertise as one of the nations most scaled marketers, with Vistar’s leading out-of-home technology means advertisers can easily place their ads where they know their audience will be, improving every step of the customer journey. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”

Meanwhhile, Michael Provenzano, CEO & co-founder of Vistar Media, commented, “We are excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising. For 13 years, Vistar has pioneered using technology and data to transform OOH into a strategic and measurable channel. T-Mobile’s belief in the future of OOH – and their decision to acquire Vistar – underscores the strength of this channel. Together, we have the opportunity to enhance our offerings for customers and partners globally, and inspire brands to think bigger and redefine how they engage with audiences in the real world.”

Singapore – TikTok has announced launch of Messaging Ads in Asia Pacific, aimed at empowering businesses to connect directly with customers through seamless, interactive conversations. For TikTok, these innovative ad solutions open up new opportunities for advertisers to engage meaningfully with TikTok’s dynamic community and beyond.

TikTok’s Messaging Ads are now available in Australia, Indonesia, Japan, Korea, Malaysia, New Zealand, Philippines, Thailand, Vietnam, and Singapore.

The platform now offers two distinct options: Direct Messaging Ads and Instant Messaging Ads. 

Direct Messaging Ads allow users to engage with businesses directly within the TikTok app, making it simple to start conversations without leaving the platform. Meanwhile, Instant Messaging Ads redirect users to third-party messaging services like Facebook Messenger or WhatsApp, enabling businesses to connect with customers on their preferred apps for a smooth and personalised interaction. 

TikTok Messaging Ads are also tailored to help businesses achieve essential goals by leveraging the platform’s unique capabilities. These ads enable companies to reach new customers by tapping into TikTok’s vibrant and diverse community, expanding their audience and customer base. They also shorten the path-to-action by facilitating two-way communication that empowers customers to make informed decisions and act quickly. 

Additionally, businesses can instantly qualify leads by identifying high-quality prospects ready to convert through real-time conversations. By engaging with customers where they are, these ads help foster stronger relationships, placing customers at the center and driving long-term value and loyalty.

Brands in the region who have already tested out Messaging Ads include beauty brand Clyn Thailand, beauty clinic Phương Đông, and home cleaning SMB HydroClean Indonesia.

“The launch of Messaging Ads in APAC marks a new chapter for businesses looking to engage with TikTok’s diverse audience. With the power to reach new customers, streamline interactions, and build deeper connections, TikTok Messaging Ads provide the tools advertisers need to succeed in today’s digital landscape,” TikTok said in a press statement.

Singapore – Global mobile advertising and technology solutions company Mobupps has recently announced the appointment of Siddharth Barman as its vice president of marketing, where he will lead Mobupps’ global growth initiatives, expanding the reach and impact of its products MAFO, iRTB & MobuppsX — across global markets.

In an exclusive conversation by MARKETECH APAC with Siddharth, he details that by drawing from his extensive experience in adtech and martech, he is poised to drive success in his new role by leveraging a deep understanding of growth marketing, strategic partnerships, and product innovation. 

“My avatar at Mobupps, is a mix of global and regional in nature, blending the innovative products(MAFO, iRTB, and MobuppsX) with the growth strategies. In the past, I led global product launches and built high-performing marketing teams, contributing to significant expansion across diverse regions, including the US, EU, LATAM, MENA, SEA, and India,” he stated.

Reflections moving forward

He brings with him over 14 years of expertise in growth marketing, strategic partnerships & product innovation. Before joining Mobupps, he held key roles at Affle, driving global growth across products, platforms & brand marketing. 

His career highlights include leading & launching technology products globally, building teams of growth marketers, contributing to global expansion, efforts & fostering strategic alliances in the US, EU, LATAM, MENA, SEA & India.

Reflecting on how his previous experience will impact what he will bring to Mobupps, he stated, “In my new position at Mobupps, I plan to apply these insights by focusing on launching innovative product versions and products powered by AI to anchor growth in developed markets. Additionally, we aim to penetrate emerging markets by establishing local teams and expanding client portfolios, positioning Mobupps for new records in the coming year.”

What’s next for mobile advertising?

Siddharth notes a handful of challenges and opportunities for mobile advertising in 2025 and beyond, stating, “The mobile advertising landscape presents both challenges and opportunities. Challenges include the need for transparency and fairness, particularly regarding policies and regulations, as well as the necessity to bridge gaps in cross-device media strategies. Opportunities lie in advancements in AI, the growing influence of new formats like CTV, and the globalisation of the business.”

For 2025, Mobupps envisions continued growth, focusing on anchoring growth in developed markets through innovative product launches, leveraging AI and brand safety. Additionally, Mobupps plans to penetrate emerging markets by establishing local teams & expanding client portfolios, positioning itself for new records in the coming year.

When asked about how the company aims to navigate the future of mobile advertising in the region, he noted that Mobupps will leverage its robust portfolio of solutions and dynamic team to redefine the advertising landscape, exceeding customer expectations and setting new industry benchmarks.

“Looking forward, I anticipate that mobile advertising in the Asia-Pacific region will evolve with a focus on integrating cross-platform strategies, including CTV, mobile, and web while cementing leadership in sectors like iGaming, e-commerce, entertainment, and travel,” he added.

Speaking about Siddharth’s appointment, Yaron Tomchin, CEO of Mobupps, commented, “We’re excited to have Siddharth join Mobupps as our vice president of marketing. His impressive background in driving global growth, launching innovative products and building strong partnerships will be a huge asset as we grow & expand into key markets. Siddharth brings the energy and expertise that align perfectly with our vision for 2025 and beyond. I’m confident he’ll play a key role in helping us strengthen our brand and deliver even greater value to our clients and partners worldwide.”

Singapore – Integral Ad Science (IAS) has announced and exclusive first-to-market content-level brand safety and suitability measurement for advertisers on Kwai for Business, the commercial platform of social media video app Kwai.

This partnership with Kwai supports IAS’s long-term international expansion strategy. Advertisers focused on LATAM and APAC markets now have an additional layer of trusted, third-party transparency. In Brazil and Indonesia alone, they will be able to reach a base of over 100 million monthly active users. 

Powered by IAS’s Multimedia Technology, IAS Brand Safety and Suitability Measurement for Kwai utilizes responsible AI for frame-by-frame analysis, combining image, audio, and text signals to accurately classify content at scale, including misinformation, aligned to industry standards. 

Moreover, Through trusted, third-party daily reporting in IAS Signal, IAS’s unified reporting platform, advertisers can ensure their ads are driving engagement and reaching real users with key metrics including Viewability, Time-in-View, Percent Completed, IVT Rate, and more.

Marcia Byrne, managing director for LATAM at IAS, said, “We are excited to enhance IAS’s partnership with Kwai for Business, as we empower Brazilian and Indonesian marketers with a best-in-class solution to improve media quality and reduce brand risk. Now, advertisers have additional assurance that their ads on Kwai reach real users in brand-safe and suitable environments.”

Meanwhile, Vitor Yu, general manager at Kwai for Business LATAM, commented, “Third-party measurement is critical to Kwai, and demonstrates our commitment to building a safe environment and providing advertisers with the right tools they need to grow with Kwai. Our partnership with IAS equips our clients with the precise insights to understand where their ads are appearing and how they’re performing on Kwai so they can continue to meet their campaign goals on our platform.”