Tag: Bidmath

India – Gatsby/Gardenia, a lifestyle brand distributor, has announced a strategic relationship with Bidmath, a digital marketing solutions firm. The collaboration intends to strengthen their e-commerce presence and drive significant development across India’s Online market.

This cooperative endeavour, which leverages Bidmath’s expertise in AI-powered programmatic advertising and data-driven marketing techniques, marks a significant turning point in Gatsby/Gardenia’s digital transformation path. 

Through this partnership, Bidmath will be in charge of Gatsby/Gardenia’s marketing initiatives on Amazon, the e-commerce site in India. Later on, it is anticipated that the partnership will develop to include additional major markets, providing a comprehensive plan for boosting online business visibility and encouraging sales growth. 

The team at Bidmath, which consists of digital planners and data scientists, will use AI and machine learning approaches to optimise bids, improve targeting, and customise campaigns to maximise effect and efficiency.

Through the use of data-driven insights and efficient campaign methods, the partnership aims to boost Gatsby/Gardenia’s gross merchandise value (GMV) and overall e-commerce sales. 

Speaking about the partnership, Puneet Motiani, director at Gatsby/Gardenia, said, ”We are excited to partner with Bidmath to unlock the full potential of our online presence. Their innovative solutions and data-driven approach perfectly align with our vision of maximising brand reach and driving sales across Amazon and other major marketplaces. We are confident that this partnership will be instrumental in expanding our customer base and achieving sustainable growth in the Indian ecommerce landscape.” 

Meanwhile, Rakesh Singh, regional managing director at Bidmath, commented, ”We are thrilled to be chosen as Gatsby/Gardenia’s e-commerce marketing partner in India. Their commitment to innovation and excellence resonates with our own values, and we are confident that our expertise in AI and programmatic advertising will deliver exceptional results. We are excited to collaborate with their team to develop data-driven strategies that optimise campaign performance and maximise return on investment.”

Lastly, Pankaj Bhawnani, advisor to the Gardenia Board at Northstar Consultings, stated, “E-commerce marketplaces are completely different environment with immediate impact on ROAS (Return on Advertising Spends) having an international specialized partner like Bidmath who works with Marque brands like Procter and Gamble, Suntory, and many more in the region and now Gatsby male grooming and Nabeel perfumes in India, is a win-win situation.”

Singapore – Programmatic consultancy Bidmath has announced the promotion of Rakesh Singh as regional managing director and Jaa Thisirak Pitayagulsarn as country manager for Thailand. 

Both will play a significant role in driving the integration of digital and data-driven marketing initiatives in Vietnam and Thailand, enabling client development through an agile approach to an ever-changing media landscape.

Singh is a veteran digital marketing and transformation leader with over two decades of experience working with a wide portfolio of brands and global media agencies like GroupM, Omnicom, Publicis and Havas with more than 15 years in leadership roles.

Speaking on his appointment, he said, “The future belongs to businesses and brands that can rapidly scale and embrace data-driven digital marketing approaches. As a result, they are collaborating more closely with new-age digital transformation agencies like Bidmath, which is one of the few agencies where a team of data evangelists in the form of data scientists and digital media planners work together to meet the brand’s digital transformation goals. It’s an honour and privilege to lead a team of highly talented and qualified digital marketing experts, data scientists and analysts.”

Meanwhile, Pitayagulsarn has over 13 years of experience with a demonstrated history of leading automotive, FMCG and e-commerce/CRM initiatives at the advertising agencies Wunderman Thompson and Ogilvy. In her previous venture with Google, she drove Thailand’s digital maturity by helping transform clients’ businesses to meet their desired goals.

“The advancement of technology and the digital transition have altered how Thais consume media and adjust to volatile ways of life. It rose to prominence during the pandemic. We are well aware that traditional media cannot meet all of the needs of today’s consumers, which urges brands to become more resilient, participate, and add value. Thank you to all of our clients for your continued support and partnership,” she added.

Pitayagulsarn also added, “Personally, I am looking forward to collaborating with our talented teams to drive digital maturity and step change growth in the way we serve our customers and clients. It is a pleasure to contribute to our clients’ businesses transparently with a data-driven approach in the rise of the performance marketing era.”

Nate Acton, chief strategy officer at Bidmath, commented, “We are thrilled to announce the promotion of both Rakesha and Jaa. Their exceptional leadership skills, creativity, and deep understanding of our company, people, and industry make them ideal candidates to continue expansion across the region. I would also like to acknowledge the hard work and dedication of the entire team, who have played a vital role in building the agency’s footprint in Asia Pacific.” 

Vietnam – Transparent programmatic and data-driven agency, Bidmath, has appointed Rakesh Singh, former head of digital, destination marketing and marcom at Hoiana, to be its new country manager for Vietnam and commercial head for APAC.

In his new role, Singh, who will be based in Ho Chi Minh City, will be responsible for leading the new business and solutions in Vietnam, as well as commercial partnerships across the APAC region. 

Aside from his previous role at Hoiana, Singh has also served as the managing director at Havas Media in Vietnam. In his career span of more than 18 years, he has always been associated with the large media and communications companies in the industry, having worked with agencies like Group M (Mindshare and Mediacom), Omnicom Publicis, and Havas Media Group across Asia and Africa markets, with more than 10 years in senior leadership roles. 

On his thoughts regarding the largest opportunity for brands in Vietnam, Singh commented that the share of programmatic advertising in several emerging markets in APAC is much lower than that of mature markets where more than 80% of the digital spend is bought programmatically, and the primary reason for this is the lack of exposure of brands to the several benefits of programmatic advertising and this is largely due to inefficiency and lack of capabilities prevailing within the industry primarily driven by traditional media agencies who are struggling to move from the traditional media buying approach to the new audience buying approach driven by data and technology.

He said, “With the advancement of technology such as Artificial Intelligence (AI) and Machine Learning (ML), programmatic is now playing a significant role in the digital marketing ecosystem and with our huge expertise in this area, Bidmath is well placed to spearhead the growth in the region.”

Moreover, Singh also shared the key game-changers that he believes to be the future of online, which includes AI in marketing, the Metaverse, livestream commerce, AR, voice search optimisation, programmatic advertising, chatbots, and marketing automation, as well as micro-influencers, and shoppable content. Meanwhile, lack of resources, skills, and knowledge are amongst the key barriers for brands to achieve personalisation goals.

Singh noted, “I consider myself an emerging market specialist having had the opportunity to work across several emerging markets like India, Nigeria, Ghana, Cameroon, South Africa, and Vietnam. With the rapidly accelerating technological advances in digital marketing, the recognised value of data and increasing data literacy amongst brands and marketers, I’m looking forward to many more interesting experiences in the near future.”

Bangkok, Thailand – Bidmath, a global programmatic consultancy, has opened an academy for the special training of Display & Video 360 (DV360), Google’s unified platform for programmatic buying.

DV360 is an end-to-end campaign management tool, which aside from media planning and buying, enables advertisers to manage creative development and run measurement for campaigns across display, video, TV, and audio.

The training academy was put up with an aim to increase the adoption of programmatic industry knowledge in the country. According to Bidmath, despite the substantial growth of programmatic advertising in Thailand, there is a lack of deep technical knowledge.

A study by ad tech firm Rubicon Project reflects such observation, having found that 43% of advertisers in Asia are either extremely or somewhat hesitant to switch from the traditional way of media buying through an insertion order (IO) to the more automated mode of programmatic buying. The study also suggested that the single biggest challenge hindering further growth of programmatic advertising budgets is a lack of understanding and appropriate skills to effectively plan and execute programmatic ad campaigns.

Three courses will be initially offered, with each focusing on a specific topic within DV360: private marketplace buying, optimization best practices, and the fundamentals. Courses will be offered in Thai, Vietnamese, and English, and will be available both virtually and in-person.

Director of Bidmath Asia KK Sharma said that the lack of understanding and technical skills are slowing advertisers down when considering the adoption of programmatic guaranteed spends and the potential upside for local publishers such as Viu for example.

“By introducing courses in local languages, we hope to see increased adoption of programmatic advertising across Asia, but there is still a long way to go. Courses in Thai and Vietnamese were launched to accelerate growth and reach,” Sharma said.