Singapore –Global dynamic creative platform Adzymic has announced its collaboration with Adelaide, an attention-based media quality measurement platform, to transform digital advertising for advertisers and publishers alike. 

This partnership aims to integrate Adelaide’s advanced attention metrics into the Adzymic Premium Exchange (APX). With this, APX can now incorporate attention measurement capabilities, empowering advertisers to gain deeper insights into campaign performance beyond traditional metrics.

Leveraging Adelaide’s omnichannel AU metric, advertisers utilising APX can optimise campaigns with precision, driving superior advertising outcomes and maximising ROI.

Launched in 2023 and available in Southeast Asia, Hong Kong, and Japan, APX represents the convergence of high-impact formats and premium inventory, offering advertisers unparalleled opportunities to engage their target audiences effectively. Developed in collaboration with leading publishers, APX provides curated inventory renowned for its high viewability and brand-safe environment.

In addition to its robust attention measurement capabilities, APX uniquely includes dynamic creative optimisation (DCO) features such as ‘Live Scores’ and ‘Weather’ integration, further enhancing audience engagement and interaction with advertisements. Available for both managed buys and private marketplace (PMP) deals, APX offers advertisers unparalleled flexibility and control over their campaigns.

Travis Teo, co-founder and executive director at Adzymic, said, “Adzymic Premium Exchange is a game-changer in the digital advertising landscape, offering advertisers the perfect blend of impactful formats and premium inventory. Our collaboration with Adelaide further enhances the value proposition of APX, providing advertisers with independent attention measurement to optimize campaign performance and deliver impactful ad experiences.”

Meanwhile, Marc Guldimann, CEO and co-founder  of Adelaide, shared, “We are excited to partner with Adzymic to integrate attention metrics into Adzymic Premium Exchange, and this partnership is a testament to our global reach. This collaboration marks a significant step into Asian markets, working with partners like Adzymic to redefine campaign measurement, empowering advertisers with the insights they need to drive impactful advertising outcomes in today’s dynamic digital landscape.”

The leadership journey is often marked by resilience, determination, and the relentless pursuit of excellence. It takes unwavering dedication and profound commitment for someone to rise and achieve success, not only for themselves but also for the organisation they serve.

For MARKETECH APAC’s third Milestone Series article, we spoke with Peggy Koh, vice president of growth partnerships for SEA and Greater China at Adzymic, to share one of her greatest milestones — rising to her current position today to sharpen the company’s focus on SEA as its key region driving growth.

In this narrative, Koh shares her journey and experiences throughout her career, her leadership work, and her insights on driving growth for a small tech company.

Climbing higher and pushing forward

Before joining Adzymic, Koh handled several marketing and sales roles in other companies. Most notably, she served most of her career in the banking industry, having worked both in local and regional management roles at DBS Bank, Citi, and UOB.

Bringing with her everything she’s learned in her previous roles, she joined the creative dynamic management platform Adzymic in 2021, where she took on the role of head of growth and client success. Her responsibilities then include managing the company’s key global accounts, ensuring that they deliver successful campaigns, and driving further growth for its clients and the company.

It didn’t take long for Koh to earn herself a promotion, welcoming 2024 as the VP of partnerships for SEA and Greater China.

Her extensive background, having been both a media owner and a client, and her holistic understanding of the Southeast Asian market, where she had worked for so long, paved the way for her to develop strategies that were instrumental in positioning Adzymic in the key region.

Koh shared, “Every step in my career has led me to today. I cut my teeth doing online media sales for a small firm back in the early 2000s, when digital media was the complete underdog, and picked up the basics. Thereafter, a 12-year marketing career in the banking industry, managing both local and regional roles, was instrumental in letting me gain experience in the corporate world, understanding how decisions are made on the client side and also observing how corporate culture is built in global organisations.”

Leading Adzymic towards success

As the vice president of partnerships for SEA and Greater China, Koh oversees both sales and marketing roles. For her, both roles ‘naturally feed off one another’, which is why it’s important to ensure synergy between these two functions.

“In sales, whenever we clinch projects with notable brands, the marketing kicks in to craft case studies that tell our DCO (Dynamic Creative Optimisation) stories to foster more learning in the industry of our adtech application. We make it a point to be present at major martech events in all markets we are active in, to stamp our presence, and to showcase our client brand portfolio. This in turn increases our visibility to become a well-established DCO brand that’s born and bred in Asia, with keen Asian insights and understanding of how local business is done,” she stated.

Koh believes that her exposure to new markets has propelled the growth and development of her business acumen, negotiation skills, and understanding of different cultures. After only working in the Singapore market, she is now managing networks in six markets for Adzymic.

With this, from having two team members, she now handles a team of ten across SEA and Hong Kong for both sales and key account servicing. Her understanding of the role and the market is relevant in leading her teams to work towards achieving their objectives.

However, as they are still a relatively small tech company, Koh also knew that one of the challenges of being a leader is attracting and retaining talent. In a competitive market such as Southeast Asia, many talents would flock to bigger companies with more established names in the industry.

This is why Koh shared that she also felt grateful and fortunate to have found goal-driven and talented young people who are rendering their time and skills to support Adzymic’s goals across all of its key markets.

“I see it as my job to build up the Adzymic culture, one that is nurturing of our people’s talent and career skill sets, and I’d like our people to have a strong sense of belonging here as we truly value everyone’s hard work and contributions,” she added.

Staying ahead of the curve

Navigating the dynamic and competitive tech landscape is no easy feat for many who have tried to penetrate its intricate web of opportunities and challenges.

The global adtech market, in particular, is showing promising numbers, with an estimated growth of USD 1.4 billion by 2030. And the Asia-Pacific region is among the fastest-growing in this area, according to a report by MarketsandMarkets.

And Koh is confident that Adzymic is already well-positioned to capitalise on this projected growth rate.

She shared that the company is always looking for ways to stay at the forefront of the curve, making sure to offer solutions that answer the evolving needs of their clients, such as new ways to apply DCO techniques by harnessing data and focusing on mobile advertising formats. The company also recently launched its APX to bring high-impact skinners and mobile scrollers to Asian advertisers.

Furthermore, the company’s campaigns were able to successfully showcase Adzymic’s well-differentiated propositions for their Asian clients. Among their works, two that stood out the most are their campaigns for Income Insurance Singapore and Standard Chartered Hong Kong.

For Income Insurance Singapore, a client with advanced martech stacks, Adzymic DCO developed as many ad variants as their data insights could generate to consistently support higher performance with relevant messaging.

Meanwhile, for a client that embraces innovation and fresh approaches to advertising, such as Standard Chartered Hong Kong, Adzymic activated new and innovative rich media formats to meet their campaign objectives.

Furthermore, Adzymic currently boasts a strong brand portfolio and a client base. And so, one of Koh’s main jobs is to maintain and strengthen these relationships to ensure customer satisfaction and loyalty.

She noted how Adzymic places great importance on their customer service, making it the centre of their organisation and their very DNA. For them, it’s important to employ a customer-oriented mindset, making sure they are doing their best for every client.

“Our adtech solution is dynamic, our tech team is innovative and imaginative, and our account managers are trained up to be conscientious and strong at managing projects and timelines. When you do something well, the results and the experience speak for themselves; trust is built, and then clients will naturally stay with you over the long run,” she continued.

Reflections approaching her third anniversary 

When asked what moment in her career is the most rewarding, Koh says it’s her time now in Adzymic as she was able to make the most impact in her workplace.

“It will be 3 years in a few weeks’ time. With Adzymic, it’s always felt intuitive, with a sense of constant growth and positive learning, and I’m really coming into my own at this juncture. It’s not a glamorous large corporate organisation, but it’s a place where I feel safe to learn, grow, and be empowered to contribute,” she said.

With an excited outlook on what lies ahead in her future, Koh simply ends with, “I’m excited to see where this path will take me! ”

This piece is published under MARKETECH APAC’s content series ‘Milestones’, which celebrates the different milestones and achievements of industry leaders across the Asia-Pacific region. Please reach out to [email protected] for more information.

Singapore – Adtech company Adzymic has announced the launch of its Adzymic Premium Exchange (APX), which incorporates various rich media formats within premium publishers in Malaysia and Singapore. 

APX is an innovative advertising network that integrates high-impact formats and non-intrusive rich media ad units such as desktop skins, mobile scrollers, and a range of other rich media formats across premium publishers.

The advertising network leverages Adzymic’s own Creative Management Platform (CMP) and Dynamic Creative Optimisation (DCO) technology to incorporate creative automation and dynamic capabilities within high-impact, rich media formats. This includes a range of features that allow for dynamic product ads, live data feeds, API integrations, and much more.

Furthermore, it also uses Microsoft Advertising’s sell-side platform, Monetize. This would allow advertisers and agencies to easily work with APX through direct IO buys or via programmatic DSPs.

Meanwhile, Adzymic’s in-house operations teams will work alongside agencies and client programmatic buying units to set up self-serve programmatic deals or manage the end-to-end campaign operations for direct bookings.

APX has now reached 90% of web audiences through the company’s partnerships with Mediacorp and SPH Media in Singapore and Rev Media Group and Astro in Malaysia.

Coupled with impactful advertising, brand-safe, and attention-focused environments, the advertising network service offers performance and high viewability that deliver results to advertisers.

With the launch of APX, Adzymic is also announcing the appointment of Justin Lim as its new managing partner for APX.

Justin brings with him a wealth of experience in the ad tech industry, having held leadership and commercial roles at Azerion, Sublime, and Unruly. His experience working closely with publishers and agencies positions him perfectly to drive growth for APX.

Alicia Luke, head of channel excellence at SPH Media Ltd. Singapore, said, “As one of the largest media networks in Singapore, SPH Media has always prioritised delivering value to both our readers and advertisers. Through our partnership with Adzymic in APX, we are able to offer advertisers various digital solutions across our premium SPH Network sites.”

Also commenting on the partnership, Nicholas Sagau, chief operating officer at Rev Media Group Malaysia, shared, “We are excited to announce that APX is now a part of Rev Media Group’s list of advertising solution partners. This partnership enables us to continue offering advertisers in Malaysia access to a premium advertising solution which enhances the way brands engage with their audiences. APX’s high impact and dynamic nature of the creative formats align perfectly with our commitment to excellence in advertising.”

Kenny Ong, director of Astro Media Solutions, also added, “Through Astro’s partnership with Adzymic, we can help brands benefit from rich media that focuses on high-quality placement, intelligent contextual targeting, and brand safety. Astro’s audience-first, experience-led, and data-supported approach, together with premium content and APX’s smart technology, offer powerful and effective media solutions for brands to measure the impact of rich digital advertising more effectively across all metrics and KPIs.”

Meanwhile, speaking on his appointment, Justin said, “I am thrilled to spearhead the launch of Adzymic Premium Exchange (APX). It represents the culmination of our dedication to innovation, offering advertisers a solution that seamlessly combines automation with high-impact, rich media formats and premium inventory to deliver impactful ad campaigns. I look forward to working with the talented team at Adzymic to roll out the APX solution to publishers and advertisers as we continue our global expansion.”

Digital advertising spend has increased, and is forecasted to grow even further. Dentsu forecasts that ad spending globally will grow by 8.7%, and that around US$738.5b will be spent worldwide this July. As part of that growth, tech companies are very eager to dip into the adtech industry, as well as improve business performance within other adtech companies.. Data from WARC suggests that globally-recognised Big Tech companies will take up about 10.0% of all worldwide ad investment by 2030.

However, as much as there is activity within the adtech industry, companies are on the brink of losing more investment, ranging from factors such as waste of ad expenditure, online misleading content, and ad fraud. These reasons, in turn, become some of the biggest issues within the adtech space, with the large majority of adtech companies rely on third-party data to carry out their advertising strategies. This is evident with the fact that Google has delayed (once again) the phasing out of third-party cookies by 2024, after being previously delayed to 2023. 

And while third-party cookies remain a dominant feature of brands’ success in the adtech scene, there is a rising trend of using alternative ways to improve their digital advertising, from use of zero-party data and contextual targeting to identity solutions.

In our newest The Inner State industry deep-dive, we spoke with three adtech industry leaders: Peter Barry, vice president of addressability at PubMatic; Kenneth Pao, executive managing director at Criteo for Asia-Pacific; and Travis Teo, executive director and co-founder at Adzymic–to learn more about their insights on the current state of the adtech industry–what needs to be changed, and how they envision the industry for the future.

On Changing Adtech Trends: How Do Industry Leaders Perceive It?

Following the changes on Google’s Sandbox Privacy and Apple’s IDFA policies, Teo commented that investment into digital advertising is becoming more industry-specific and sensitive to the macro environment.

“We see shifting of spend into performance related media due to general downtrend of public stock markets, but pockets of industries like travel and entertainment are increasing in spend. Right now, we didn’t see changes in third-party cookies or Apple IDFA, affecting the spends, but we do see advertisers starting to ask questions around these topics,” he stated.

Meanwhile, Pao commented that through these changes, they were able to trigger their efforts to find new ways to engage with consumers, as well as diversify their approach away from retargeting for the benefits of both their clients and consumers. This includes introducing commerce media solutions.

“The approach combines commerce data and intelligence to target consumers throughout their shopping journey and help marketers and media owners drive commerce outcomes. Through this, both marketers and media owners can activate their first-party data and inventory, and package this for advertisers to drive commerce outcomes,” Pao stated.

Delaying Third-Party Cookies: Should We Debate or Move On?

When asked about their perspectives regarding the recent delays made by Google on phasing out third-party cookies, all three agreed that the adtech industry should move towards an ‘open internet’ where consumers’ data sharing preferences are protected in addition to combining data and advertising to create richer online experiences for consumers. 

“As we move towards an addressable media future, Criteo will focus on enabling marketers to manage, scale, and engage their audiences, while empowering media owners to fully utilise their first-party customer data through our commerce media platform strategy,” Pao said.

Meanwhile, Teo noted that there is already a certain fatigue with regards to this topic of cookie deprecation, and that there are more topics within the adtech space marketers and advertisers should talk about.

“At the same time, the industry should move on amidst the uncertainty, and chart its own path forward, instead of relying on Google Alternative. It may be painful initially but will reap the benefits in the future,”

Furthermore, Barry noted that delaying cookie deprecation doesn’t slow their innovation, development and commitment to customers to deliver results for advertisers and publishers.

“It is not good for competition and a healthy open internet when one company makes the digital publishing and advertising world uncertain about what moves to make; the industry should welcome a move away from any one company holding all the cards and should continue to act proactively. The industry should not use this delay to stall; instead this should only encourage us to work faster,” he explained.

Barry also added, “The industry must continue to work together and test privacy-first solutions that will enable safe, data-driven advertising into the future – this news just gives the industry more time to refine technical approaches and drive greater adoption prior to the transition. The move away from third-party cookies is in line with broader global trends around consumer data protection.”

The Big Question: Is Adtech ‘Dying’?

All of the adtech leaders have agreed that the industry isn’t dying after all, but rather advertisers and marketers alike should use the foundational tools and services they have within the traditional adtech space to develop new services that will transition the industry to a more privacy-centric future. 

Teo explains, “I believe the industry will continue to thrive and adapt. We are seeing innovative solutions coming up from various partners in the industry – too many in fact, and the downside is that it can lead to confusion from brands and agencies to understand which offerings can best suit their needs.”

Meanwhile, Pao stated that instead of staying reluctant to prepare for the future of addressability, they should view this as an opportunity to explore innovative tools that can empower them to build up a stronger first-party data management strategy. 

“Rather than viewing the evolution of consumer data privacy as a conflict to existing adtech offerings, adtech firms need to understand that tech tools serve simply as means to the end-goal of helping marketers and advertisers meet consumers’ evolving needs. Hence, as the adtech landscape evolves, the priority for adtech companies remains the same – to help marketers manage, scale, and engage audiences.”

Lastly, Barry said that there is importance in recognising that the deprecation of third-party cookies is in line with broader global trends around consumer data protection, as well as that updates like it should not pause the industry’s work to find new and better ways to deliver relevant advertising to consumers.

“Simply said: we can best serve digital publishers if advertisers get strong ROI from programmatic channels. A focus on helping publishers and brands get the best out of their digital advertising in a cookieless environment will ensure that our solutions remain relevant and useful,” he explains.

What Alternative Solutions Adtech Players Are Utilising?

As adtech leaders become more mindful with the ongoing changes within their industry towards a more privacy-centric one, companies are introducing more alternative strategies to materialise their objectives of veering away from their traditional third-party data-reliant services.

For PubMatic, Barry describes the launch of the company’s ‘Connect’ solution, which ensures publishers and advertisers that could thrive in a world without third party cookies.

“We also launched ‘Identity Hub’ a few years ago, providing a seamless transition from third-party cookies to consumer opt-in based first-party identity, which improves ad personalisation for consumers and provides higher ROI for advertisers,” he said.

Meanwhile over at Criteo, Pao says they are continuing to invest in the growth of their first-party data powered ‘Commerce Media’ solutions, including their ‘Retail Media’ offerings. According to him, they aim to build a unified platform and data source for marketers and media owners that will enable responsible addressable media for the future.

“Over the past couple of years, our solutions have grown to span the entire consumer commerce journey, from discovering brands and products for the first time to ensuring the best opportunities for a sale, to making each subsequent visit more profitable and privacy-safe,” Pao said.

He also added, “Ultimately, we’re using innovative adtech tools to remain laser focused on meeting our end-goal – helping marketers and media owners work with consumers to create a transparent and vibrant open internet for all stakeholders.”

So, What’s Next for the Adtech Industry?

The addressable media and more involvement from more brands tapping into the adtech space: these are the factors adtech leaders see as the future of the adtech industry. For context, addressable media is defined as the type of advertising that connects brands with individual consumers across multiple online advertising platforms, social media, OTT (over the top) content providers, and smart TV platforms.

“The future of adtech will continue to be bright and at the same time getting more competitive and more fragmented. You can see that big global companies like Netflix, Disney, Apple, and regional players like Grab, Carousell are aggressively entering the adtech fray, each offering their own media and data solutions,” Teo explains.

Pao also agrees with this, stating that it is time that we see these changes as opportunities to test new methods for engaging consumers online and approach them with an open mind as the industry moves towards an addressable future in an open internet.

“Four in ten [brands] [in APAC] say their current marketing practices rely on third-party cookies, and that they’re concerned about the elimination of third-party cookies. Brands and marketers should prioritise building up their first-party data strategies and invest in solutions throughout commerce media platforms to help analyse and execute data-driven consumer engagement. Only then can they remain future-proof as the industry evolves.”

Meanwhile, Barry notes that the future of adtech is evident with both publishers and advertisers moving away from walled gardens because they aren’t aware of what’s going on with their investments on those platforms.

“We know there is more change to come as the programmatic industry grapples with the future of identity, and buyers access a much wider array of inventory. We, too, will continue to innovate and evolve to maximise control and value to both publishers and media buyers. This is only the beginning of the next phase of programmatic,” Barry stated.

Singapore — Adzymic, a dynamic creative platform, has announced the launch of its Smart Templates solution. The new tool enables advertisers to automate creative production and adaptation across multiple formats and sizes quickly and easily, without compromising on quality and brand consistency.

Smart Templates enables the process of developing customized templates according to the desired interactive functions and layouts required by corporate guidelines. A single master template is first built in HTML5 using third-party tools such as Google Web Designer, where various formats such as static or animated images and videos are supported. The master template is then propagated into multiple sizes with optimized banner layouts using automation, and these can subsequently be reused for different campaigns for the brand. Smart Templates essentially serve as a tool for executing multi-market campaigns or for brands with high campaign turnover.

Bybit, a fast-growing cryptocurrency exchange, is one such early adopter. Since 2021, Bybit has seen a fivefold increase in its user base across more than 160 countries. Today, the exchange serves more than 6 million registered users worldwide and offers them 24/7 support in 16 languages.

By leveraging Adzymic’s Smart Templates, Bybit was able to streamline and shorten production time by managing its marketing assets centrally, ensuring consistency in brand messaging while adhering to the varying creative specifications across media channels.

Additionally, Bybit also tapped on Adzymic’s dynamic creative optimization capabilities to incorporate live data such as cryptocurrency prices within banner ads, thus enabling Bybit with rapid go-to-market deployments essential to its business.

Travis Teo, co-founder and executive director of Adzymic, said, “Smart Templates is the next step in our mission to help brands automate their marketing operations. The emergence of various channels has resulted in the exponential growth of creative formats and sizes required for campaign executions.”

Teo adds, “Our new solution gives brands and agencies the power to transform their existing creative process, ensuring brand consistency while allowing creative variants to be generated for different types of channels – from display banners, videos and social posts to emails and websites.

The Smart Templates solution is now available to all agencies and advertisers in scalable packages, with self-serve options, creative supported packages, or managed services.

Singapore – Singapore-headquartered adtech and creative management platform Adzymic, has appointed Aaron Zurita as its new regional lead for the Latin American Region. Through his appointment, Zurita will spearhead the company’s growth and development in the region, managing strategic partnerships with agencies and brands, as well as new business development. 

In his previous role, Zurita has worked in technology, agencies, and media platforms, and most recently served as country manager for LATAM martech firms. 

Commenting on his appointment, Zurita said, “I knew Adzymic was the right choice because I love being able to work with solutions that go beyond the typical digital media offerings – over here it encompasses multiple aspects within a single platform like creative management, data-driven targeting, machine learning and performance.” 

“Adzymic’s strong focus on using DCO to innovatively solve business challenges puts us at the forefront of the rapidly growing the martech ecosystem,” Zurita adds.

The appointment comes after Adzymic expanded its business in 2021 to five key markets of LATAM region including Guatemala, Costa Rica, El Salvador, Honduras, and Panama. 

Zurita joins Adzymic at a pivotal moment in the company’s development, with major brands coming on board in the LATAM region, including Claro, Cisco, HP, Grupo Rey and Elektra. 

Last 2 December, MARKETECH APAC, in partnership with Adzymic, gathered marketing leaders from top brands in the Philippines to discuss the future of personalization in marketing in 2022.

Moderated by Marilyn Romero-Ventenilla, senior director for communications and marketing at Teleperformance Philippines, the panel roped in Allenie Caccam, head of marketing of AirAsia Philippines; Anvey Factora, the head of marketing communications, e-commerce and retail at Canon Philippines; and Mark De Joya, chief operating officer of Max’s Restaurant.

Data – leveraging it to learn and adapt to the nuances of the consumer – this is what all marketers agree as the sureshot personalization strategy that will sail brands in the right direction, no matter what the changes will be in 2022.

Factora of Canon Philippines said in the panel that planning way too ahead would turn counterproductive to the situation at hand since the consumer is rapidly changing in tandem with the fast shifts in the pandemic. Coming up with multiple strategies then would be the best approach.

“I think the best approach or strategy is to come up with multiple strategies that you can realistically activate in this constantly evolving world that we all have right now because at the end of the day, if you plan in advance, maybe a year, it may not be as effective as it could be in the next three weeks or two weeks because of all the lockdowns happening, because of all these pandemic variants coming into the picture,” said Factora in the panel. 

When the pandemic struck in 2020, Canon Philippines greeted a boulder of a challenge with the creative and imaging industry being one of the badly hit industries. Since local travel came to a halt and events all pivoted to virtual, there had been less reasons for people to buy and invest in imaging products. 

Caccam of AirAsia Philippines, on the other hand, shared what the airline industry had to deal with in order to retain consumers amid shut local and international travel. Being a highly regulated sector, Caccam shared that answering to multiple stakeholders became a top challenge for AirAsia. Aside from thinking of ways to keep the airline in consumers’ top-of-mind, it also inevitably carried the responsibility to build up the confidence of travelers as travel gradually reopens.

“So when the pandemic hit, everything was constantly changing; from safety protocols to travel regulations, imagine the coordination that needed to happen for us to personalize our marketing efforts. It was definitely a challenge.” 

Max’s restaurant, a well-known local F&B brand in the Philippines, meanwhile, was thrust fast into digital transformation during the pandemic. Its COO Mark De Joya on the panel shared that from being an analog brand, it has become something that is very much reliant on digital fulfillment.

Leveraging data acquisition in 2022

With the consumer now becoming more unpredictable due to the rapid changes in lifestyle, it demands brands be more granular and targeted in their approaches; and marketing leaders agree that this can be achieved by continuously obtaining real-time data.

Caccam said, “I think personalization based on data will help us offer the right product at the right time [and] at the right price. So this is hard but by listening to customer pain points from different channels and combining it with data trends, I think brands can stay relevant.” 

Moving forward in the pandemic, consumers would be zeroing in on brands that bring greater convenience considering the inevitable distress the current situation is causing them. With this, Caccam also believes being a one-stop-shop for customers would be a crucial determinant of how they choose what brands to trust.

“So it’s really creating that personalized trust and being a one-stop-shop for your customers especially because I’m in the airline industry and you know our product is basically really good service, so I think that’s one personalization strategy that I would stick with coming into 2022 which is a recovery period for our industry,” said Caccam.

This is also something that De Joya agrees with, especially that Max’s is part of a larger group together with local and franchised F&B brands.

“Personalization comes from having more and more parts to stitch together and with the array of brands we have, covering separate cohorts and different territorial strengths [has grown in importance],” said De Joya. 

De Joya adds how the current times present a good opportunity to experiment combining brands, or for that matter, services together in order to create a new value for consumers. 

“We have such a great opportunity here to blend our brands together and make sure that if I’m not eating Sinigang today and I want to eat pizza tomorrow, and I want donuts on the weekend, [we] are able to blend together the branded offerings,” said De Joya. 

De Joya further comments, “So our definition of personalization here is understanding that there is more to life than the dish in front of you or the particular dish that we’re craving. It’s an integrated ecosystem of different brands which leads to several service platforms that we had to come up with…just to be able to make sure that we’re all able to offer that variety.”

While on the maturity of data acquisition, De Joya says, “I think [data] is something that we have truly invested many resources into. We really [are] able to identify the nuances in the behavior of our customers now not just the basic stuff like frequency, recency, [or] basket size but even trying to get the nuances [such as] what sort of dishes do they favor [and] what are the cross-brand usages that they have.”

With this, Factora agrees, “Data remains to be king when you [personalize] campaigns. You have to understand really how your customers are, how the data would be helpful to that campaign. I think the best approach in terms of creating a holistic strategy towards personalization is number one, properly understand your data. Having the right platform is important [together with the] right message and right channel.”

The panel was part of the webinar What’s NEXT: Digital Marketing in the Philippines which was held last 2 December 2021. Register here to gain on-demand access.

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The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.

If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.

Singapore – Adzymic, the adtech company that provides AI-driven creative personalization, has announced the launch of their Smart Survey solution. The new survey-based display ad format allows marketers to capture customer insights or take a pulse check on campaigns within a matter of days.

The solution is easily set up on the Adzymic platform and banner ads containing the survey will run on programmatic display inventory, targeting specific audience groups. Results are tracked on the Adzymic dashboard giving insights to advertisers in real-time.

The company said pilot use cases of Smart Survey have included advertisers seeking to measure full-funnel campaign effectiveness, brand lift, third-party audience validation, and audience insights. Adzymic shared media agency Mindshare in India has been one of its early adopters who used the solution for its client, PepsiCo.

“As brands continue to increase investments in programmatic media to drive awareness and purchase intent, we seek to provide a more cost-effective method to measure campaign performance beyond basic metrics like clicks and impressions,” said Travis Teo, co-founder and executive director of Adzymic. 

“Smart Survey offers the added advantages of allowing brands to run anonymous surveys that contain 2-3 multiple-choice questions. The ads appear as native content on web pages and are relatively less intrusive,” added Teo.

The Smart Survey solution is now available to advertisers in scalable packages, with self-serve options, creative supported packages, or managed services. Adzymic said Smart Surveys executed under managed services come with a guaranteed number of respondents to give significant results for advertisers.

Earlier in October, Adzymic, which has a major presence in Asia, announced that it has expanded to Latin America (LATAM) through strategic partnerships with consultant for programmatic media, Grupo Digital Soul, and marketing solution for digital advertising, Latin Interactive. 

Manila, Philippines – The pandemic has turned the way brands engage with consumers on its head. With people cooped up in their homes, digital has not only become the platform to deliver creative and interactive experiences but has become the channel that answers best to consumers’ bounds and capabilities in a physically-challenged environment.

The question now is what’s next for digital marketing? How do we go from here and what future trends in digital marketing must brands set their eyes on? 

With a brand new year fast approaching, MARKETECH APAC, the digital publication dedicated to the marketing and ad industry in the Asia-Pacific, is launching a webinar for the Philippines that aims to give brands a headstart on the next big thing in digital marketing and what marketers and advertisers can do to stay on top of the game in 2022 and beyond.

MARKETECH APAC launches webinar to uncover future-proof marketing strategies for marketers in the Philippines

Gathering an esteemed group of marketing leaders from top Philippine brands AirAsia, Canon Philippines, and Max’s Restaurant, the webinar ‘What’s NEXT: Digital Marketing in the Philippines’ aims to present a future-oriented conversation on digital marketing strategies with a unique perspective from the Philippine industry. 

The panel which includes Allenie Caccam, head of marketing at AirAsia Philippines; Anvey Factora, head of marketing communications, e-commerce and retail, of Canon Philippines; and Mark De Joya, chief operating officer of Max’s Restaurant, will be discussing the state of personalization, the heart of every creative and strategic digital marketing implementation, in the new normal and the next. 

The panel discussion will be moderated by Marilyn Romero-Ventenilla, senior director for communications and marketing of Teleperformance Philippines.

Romero-Ventenilla commented, “In today’s world where physical distance does not mean customers and brands need to be socially and emotionally distant from each other, seamless interaction and meaningful personalized experiences will be key. Innovations around digital marketing will allow organizations to deliver services and interactions tailored to the needs of the market anytime, anywhere.”

The said marketing leaders will be going back to the ‘why’ of personalization and trace it from there – which personalization strategies work best for Philippine consumers and what comes next for the future of personalization. Most of all, leaders will be unraveling the best practices and fitting plans of action for brands to adapt to these foreseen changes. 

‘What’s NEXT: Digital Marketing in the Philippines’ will be held virtually on December 2, 2021 at 3 pm Philippine Time.

Travis Teo, the co-founder and executive director of adtech Adzymic, will be giving a presentation on the role of technology in delivering engaging creatives and how to best harness present advancements in adtech for optimal campaign performance. 

Teo commented, “The programmatic media space is one where audience targeting can be highly specific, and campaign performance determined by the richness of data available for machines to learn and improve. To thrive in this environment, it is important to consider using adtech to scale up on creative personalization and format variants for testing and optimization. We look forward to discussing some of these creative strategies with the Filipino marketing community at our upcoming forum.”

Meanwhile, Shaina Teope, MARKETECH APAC’s regional editor, said, “Digital is now deeply ingrained in consumers’ lives and while brands and marketers have at this point penetrated the interactive platform, the question to be answered now is, what should brands do next to stay within digital consumers’ radar? This industry conversation aims to help firm up their foresight into 2022 and beyond.”

Secure your spot for the webinar here

‘What’s NEXT: Digital Marketing in the Philippines’ is open to all marketers and advertisers looking to get actionable insights and expert guidance on how to future-proof their digital marketing strategies this 2022 and beyond. The webinar is also dedicated to any brand eyeing to enter and win in the Philippine market.

Singapore – Singapore-headquartered adtech Adzymic has announced its expansion to the Latin America (LATAM) market through strategic partnerships in the region, namely Latin Interactive, and Grupo Digital Soul. 

Adzymic has appointed Latin Interactive as its exclusive partner in the five key markets of Guatemala, Costa Rica, El Salvador, Honduras, and Panama; while moving further south, Grupo Digital Soul will be the exclusive reseller in the Colombian market. 

Through the expansion, the technology behind the Adzymic creative management platform will now be available to LATAM advertisers, which transforms display advertising into visually captivating, high-performing ad formats at scale and speed. The tech combines the power of artificial intelligence with innovative display ads to improve campaign performance.

Kenniess Wong, co-founder and executive director of Adzymic, said, “Marketers in LATAM have shown great propensity to adopt highly interactive digital ads. We are encouraged by the strong growth of programmatic advertising in the region to take our business to the next level, working closely with our partners to effectively reach local advertisers and agencies.” 

Grupo Digital Soul is a strategic consultant on programmatic media in the Colombian market, having experience in digital marketing since 2011. Latin Interactive, meanwhile, boasts 12 years of experience in providing marketing solutions for digital advertising by harnessing big data and artificial intelligence tools, having worked with brands such as McDonald’s, Bayer, and Royal Decameron as well as Coca-Cola in Central American markets. 

Florángela Murcia, director of Soul, said, “As the fourth largest investor in digital advertising in the region, Colombia is a major market. This partnership brings digital transformation to brands and agencies with a state-of-the-art creative management platform, and automated retargeting with its DCO capabilities. Our e-commerce clients will especially benefit with faster time-to-market and overall increased ROI of marketing campaigns thanks to automation.”

Massiel Betancourt, Latin Interactive’s sales director, commented, “While Covid-19 has impacted the overall economy, it has strengthened the conviction for digital ad spending in different sectors such as telecommunications and services, with more companies increasing their digital investment. Today, people are more connected to social networks than ever before.”

Betancourt adds, “One of Adzymic’s formats is the Social Display ad that allows us to instantly convert content from major social platforms into programmatic ad formats – this is an innovative and pioneering solution in the market that presents an exciting new addition to our capabilities.”

Currently, the adtech has already nabbed telco brand Claro Guatemala as a client in the region, using Adzymic’s solution in recent campaigns. 

Established in 2017, Adzymic is currently present in Southeast Asia, Hong Kong, Japan, and Australia.