Technology Featured ANZ

DoubleVerify announces new hires for Australian market

Sydney, Australia – DoubleVerify, the software platform dedicated for digital measurement and analytics, has announced a slew of appointments for its Australian market namely Sophia Warren as client strategy director, David Shen as business director, Susie Mather and Stuart Kruger as sales directors, and Neil Anderson as sales solutions specialist.

The team expansion adds commercial expertise to support customer growth in the region — helping global brands maximize their digital investments and drive real business outcomes. 

Warren will continue to build deep relationships with partners in order to better understand their performance criteria — ensuring the application of DV solutions complements their investments and helps deliver better outcomes for brands. 

“I’m excited to work more closely with our brand and agency partners to drive media quality and performance across the market. It’s an incredibly exciting time to be a part of the DV team as we continue to work with our customers and partners, helping to build a better industry,” Warren said regarding her appointment.

Meanwhile, Shen will be helping programmatic buyers derive maximum performance from campaign investments. He has over a decade of digital and ad-tech experience across agencies and vendors, working on prominent global and local brands such as Samsung, Nestle, Amazon, Coca-Cola, J&J, and NBNCo.

On the other hand, Mather is in charge of serving the needs of brands and agencies in ANZ, and helping them maximize media quality and effectiveness. She has over 20 years of broadcast and digital experience, including stints at ViacomCBS (UK), Matterkind and Seven West Media (SWM).

Kruger’s responsibility scopes responsibility for partnering with media agencies, trading desks and clients to educate them on how to best utilize DV’s programmatic offerings to drive media performance. He spent nearly seven years with Unruly in both London and Sydney, ending up in an ANZ Group Sales Director role.

Lastly, Anderson will be the key technical resource to the team. He works with clients to manage discussions, testing and the troubleshooting of DoubleVerify’s solutions. With over fifteen years experience in the ad tech landscape across the ANZ region, Anderson has worked at Google/DoubleClick, neo@Ogilvy, Lotame and the first demand-side platform in Australia, Brandscreen. 

According to Imran Masood, country manager for ANZ at DoubleVerify, the new hires to their team bring valuable experience from the agency, publisher, broadcast and programmatic fields.

“In the past two years, we have secured major wins in the telecom, financial services, FMCG and retail industries, and have forged relationships with global holding companies and local independent agencies. I am delighted to welcome David, Susie, Stuart, and Neil to our team as we advance our mission to make the online advertising ecosystem stronger, safer and more secure — for advertisers and publishers alike,” Masood stated.

He added, “Growth has been underpinned by our focus on delivering a single, definitive standard and currency for media quality across all media channels — including priority investment areas, like CTV. Our team is focused on supporting and advising our clients on the best use of quality metrics to maximize brand outcomes.”

Technology Featured ANZ

Cloud-based martech platform Brandvas officially launches in Australia

Melbourne, Australia – Brandvas, a cloud-based marketing technology platform, has announced its official launch in Australia, marking it as well with partnerships with market research firm Roy Morgan and the Australia Post.

The partnerships entails Brandvas utilizing Roy Morgan consumer data and Australia Post parcel insights data embedded in a brand strategy system to ensure strategies target the right markets.

The Brandvas tool kit allows agencies and marketers to increase capabilities, supercharge productivity and streamline projects, launching with seven modules: ‘Creative Brief’, ‘Media Brief’, ‘Script Template’, ‘Creative Competitive Overview’, ‘Competitor Mapping’, ‘Research Data’, including customer personas and their primary module ‘Brand Strategy’.

For Brandvas founder Jodie Catalfamo, who has worked in the advertising industry for more than 22 years, Brandvas not only assists with the process of developing brand strategy, but is backed with access to deep consumer data insights and a suite of tools to streamline the way agencies and marketers work.

“When I worked at BADJAR Oglivy, research played a huge role in understanding a brand’s competitive context with data-driven insights, strategy and creativity. Working with brands, research was not always utilized, which often led to projects being led by assumptions and educated guesses. The team and I built Brandvas to democratize brand planning for agencies and marketers no matter what their size to increase capability and productivity and provide a crucial competitive edge,” Catalfamo said.

She added, “It was really important for the team and I to have reputable data partners for Brandvas to give agencies the opportunity of accessing robust and insightful data. Providing our agency and marketing clients the ability to validate or dismiss any assumptions. The data not only provides category insights which can direct the brand strategy, it also assists in marketing and creative recommendation.”

The Brandvas platform is project-based and built to dovetail so once a brand strategy workshop has been completed, the creative and media briefs are already pre-populated, making the management of projects and creative teams simpler, more efficient and effective.

“We are delighted to be partnering with Brandvas to enable small creative and marketing businesses to develop strategies based on trusted and accurate research data. Given the challenging times we are all in, this will ensure that any decisions are based on the most up-to-date market intelligence,” said John Ellenberger, head of partnerships at Roy Morgan.

Meanwhile, Ben Franzi, general manager for e-commerce platforms and marketplaces at Australia Post, commented, “The COVID-19 pandemic has triggered a seismic shift in consumer behavior, and it is more important than ever that businesses of all sizes are able to easily access up-to-date industry data. We look forward to continuing to work with the Brandvas team to expand the range of Australia Post insights available through their platform in the months ahead.”

Catalfamo adds that although they provide the methodology and smart tools along the way, Brandvas is white-labeled and completely customizable, so if an agency has proprietary questions, tools or processes they can easily include these and make it their own. 

“While we know even the smartest software can never replace creative genius, Brandvas amplifies talent and makes the best planners, facilitators and strategists elevate whilst streamlining the leg work,” she concluded.

Technology Featured Global

Essence launches new consulting service to aid brands advance audience data

Singapore – Global data and measurement-driven media agency Essence has announced the launch of its newest consulting service called Essence Data Health Check, targeted to aid brands in getting value from collected audience data, which in turn can optimize business impact and consumer brand experience.

Said service was developed at the Singapore-based innovation, research and development hub Essence Global Ventures.

According to the agency, said service was built to be a strategic and tactical aid for marketers to accelerate their digital marketing transformation and business growth. In addition to helping brands navigate the seismic shifts in data, identity and privacy due to the confluence of changes in user sentiment, regulations and technology, the offering enables marketers to maximize value from their audience data and optimize consumer brand experience. 

Furthermore, the features of the product are informed by years of providing data services for brands across APAC, including those from the technology, retail, travel, luxury and financial services sectors.

As part of its consultancy offerings, Essence Data Health Check provides a meticulous review of marketers’ technology stack, data collection setup, audience management approach and data deployment practice, along with actionable recommendations to increase the effectiveness of data-driven paid and owned marketing activities. 

In terms of data review, this process is done with respect towards current and future shifts in legislation and technology pertaining to consumers’ online identity and privacy. Designed for both in-house marketing teams and external agency service models, the offering also recommends measurable implementation roadmaps to track progress and capture value.

For Vincent Niou, vice president for data strategy for APAC at Essence, their excitement with the launch of the Essence Data Health Check stems from the fact that data has never been more integral to more aspects of marketers’ businesses, but the space has never been more confusing and uncertain.

Meanwhile, Shane Dewar, vice president for advertising operations for APAC at Essence, commented, “With consumer sentiment, public policy and the advertising industry as a whole moving towards an ecosystem that puts privacy at the forefront of how it operates, brands and advertisers will be challenged to ensure that the people, processes and tools they have are capable of navigating the new privacy-first world. Essence Data Health Check is designed to help marketers evaluate what they are doing well in, provide a roadmap to improve their data strategy, and ultimately, enable brands to achieve their goals.”

The introduction of Essence Data Health Check follows the earlier launch of Essence Media Health Check, a consulting service developed to help marketers achieve effective business outcomes from their digital media campaigns by delivering measurable performance improvements over current baselines. 

“We are now at the dawn of a new era of marketing – one that is defined by consumers’ expectations around their data and privacy, and an industry looking to bring more personalized experiences to their consumers. Essence Data Health Check will underpin the foundations for this privacy-first world, where the ethical compass on consumers’ data is paramount. Through Essence Global Ventures, it is our ambition to continually innovate solutions that will ensure marketers globally can lead with new strategic advantages, today and in the future,” said Kunal Guha, executive vice president at Essence.

Technology Featured Global

Tealium launches new feature to demonstrate customer data platform flexibility

California, USA – Global customer data company Tealium has recently announced new features in its customer data platform (CDP), Tealium Features, which allows customers to connect to custom destinations, transform data, automate workflows, and launch new use cases faster with simple code.

Specifically, Tealium Features can aid customers through building or customizing integrations to connect to custom destinations and transforming real-time streaming data prior to activation to ensure that it is in its most usable format across the tech stack. In addition, it also aids in automating workflows to minimize repetitive, time-consuming tasks and increase high-scale efficiency and quickly connect customers to external datasets to leverage critical data that lives outside of a business’ CDP.

“We pioneered this type of customization capability in the market when we introduced extensions in Tealium iQ Tag Management and Tealium Functions brings the same customization flexibility to our server-side products,” said Mike Anderson, CTO and founder at Tealium.

Tealium iQ Tag Management pertains to one of the systems of Tealium, which aids customers to take in charge of their marketing technology implementations, which in turn eases the deployment of new vendor tags and makes edits to existing ones.

“Most of the customer experience is digital but the ecosystem of data and technologies powering these experiences are rarely based on a single platform. To keep the entire journey connected, businesses need more flexibility and options from their customer data platform (CDP) to quickly build custom ‘just for me’ integrations, automations and transformations for their unique application stack and use cases,” the company said in a press statement.

Today, Tealium Functions is generally available for Tealium’s other services such as EventStream API Hub and AudienceStream CDP customers enabling them to create custom functions for data destinations and integrations. Later this year, Transformations in Tealium Functions will be available to further expand customization capabilities and allow customers to create functions at the point of data collection to transform, modify, or validate events before processing.

“With Tealium Functions, our vision is to eventually enable customers to create a customization layer that can be used at any point of the data lifecycle so they can truly identify and address their most complex business needs,” Anderson concluded.

Technology Featured Global

Global live entertainment AEG Sports moves to SAS analytics for fan sentiment measurement

Singapore – As the pandemic has halted major events such as live entertainment and spectator sports, global live entertainment company AEG Sports has marked the use of advanced analytics to measure fan sentiments online and to encourage frequent engagement, through global analytics company SAS.

The analytics utilization uses SAS’ Viya via Microsoft Azure, which uses online models to gauge fan perspectives toward such things as returning to in-person games. By continuously analyzing fan sentiment during the pandemic, AEG Sports has been able to personalize messages based on interest and feelings on personal safety, and identify which fans needed targeted retention efforts. Using these tactics AEG Sports has kept fans happy and boosted the ROI of marketing campaigns.

“Times are unpredictable – but with SAS and Microsoft, we have two key partners that we feel confident can help us adapt and thrive under any circumstances. We might not know what’s going to happen, but we know SAS and Microsoft have our goals in mind and will enable us to respond to any challenge we may face,” said Aaron LeValley, senior vice president of business operations and strategy at AEG Sports.

Meanwhile, Rodrigo Rocha, general manager cloud solutions and ISV alliances at Microsoft, commented that more than ever, digital transformation is critical as organizations learn to adapt to new customer behaviors. He also added that SAS Viya on Azure helps make that transformation easier and faster, providing much-needed, immediate actionable insights.

The company also uses the embedded capabilities in SAS Viya for contingency planning. The ability to quickly ingest and model data from multiple sources – including ticketing, partnerships, marketing, weather reports and health experts – helps AEG Sports reduce pandemic-driven uncertainty.

Jennifer Chase, senior vice president and head of marketing at SAS states that she is a strong proponent for customer-centricity – or in this case fan-centricity, adding that sports teams have a unique relationship with their ‘customers’, and AEG Sports’ passion for their fans has been evident during the pandemic.

“They [sports teams] use analytics to really understand fan reaction to the disruptions and determine how best to support them through it all. A fan experience with heart and humanity will inevitably lead to stronger fan connections, especially when fans recognize that their team understands their needs – in good or bad times,” Chase stated.

AI technology is at the heart of AEG Sports’ drive to continually increase the efficiency of its modeling efforts. The output of these models often become data visualizations, which AEG Sports uses to chart its day-to-day operations.

“Data visualization is critical to our business. Most people are visual learners, so being able to show a visual representation of data has been extremely beneficial in gaining buy-in. Right now, almost every department in our company uses data visualizations to make decisions and operate more efficiently,” John D’Onofrio, business analyst at AEG Sports, said.

He also added that they needed to turn data around quickly for games, so having daily reports with visualizations that sales leadership can look at and immediately understand is essential, especially when there’s a new game every two days.

Technology Featured Global

DoubleVerify names Doug Campbell as new chief strategy officer

Singapore – Media measurement and data analytics platform DoubleVerify has announced Doug Campbell, former chief strategy officer at video management platform Telaria, as its new chief strategy officer, where he will be responsible for the company’s global strategy and corporate development.

Campbell brings into the company more than two decades of experience successfully growing public and private companies in the arenas of advertising technology, connected TV (CTV) and over-the-top (OTT) video, digital measurement, data analytics, and software-as-a-service (SaaS). 

At Telaria, he oversaw the successful merger with digital advertising infrastructure company Rubicon Project and the acquisition of video advertising platform SpotX to form Magnite, an independent sell-side platform.

Furthermore, he was formerly the chief operating officer at data management platform eXelate where he led the sale of the company to data and market measurement firm Nielsen and went on to serve as Nielsen’s senior vice president of global strategy and corporate development, where he oversaw strategic acquisitions in digital media and consumer measurement. Prior to eXelate, he was an entrepreneur and held various leadership positions at local digital media company, WorldNow. Campbell began his career as an investment banker at Merrill Lynch. 

“DoubleVerify has taken the lead in providing sophisticated measurement solutions that power media quality and performance in virtually every media environment – including priority, high growth channels like CTV. I look forward to leveraging my industry experience to help strengthen our leadership position globally and accelerate company growth,” Campbell said, regarding his appointment.

He will report to Mark Zagorski, CEO of DoubleVerify.

“From Magnite to Nielsen, he has demonstrated a track record of success and achievement, and brings exceptional experience and knowledge to the Chief Strategy Officer role. I look forward to Doug’s leadership as we continue to build momentum, expand globally and deliver on our mission to build a stronger, safer and more secure digital advertising ecosystem,” Zagorski stated.

Technology Featured APAC

ADA, Insider to drive data-led growth marketing initiatives for enterprises

Singapore – Data and artificial intelligence (AI) company ADA and growth management platform Insider have announced a new partnership to aid enterprises in achieving a greater return on multichannel personalization and marketing campaigns through AI and data analytics.

The partnership entails unifying ADA’s newly formed MarTech-as-a-Service offering and Insider’s AI-powered Growth Management Platform (GMP) which will empower enterprises to scale up and predict customer behavior in real time. Marketers can also seamlessly personalize and streamline campaigns to acquire, activate, and retain customers.

“We’re really excited to be working with Insider. We believe this partnership will help our clients realise more value by allowing us to offer an end-to-end solution that covers the full marketing and sales funnel. We have big goals to continue to expand our business in Asia; so, ADA and Insider’s strong MarTech proposition will help us achieve our ambitious targets,” said Chris Wiseman, head of marketing technology at ADA.

For Patrick Steinbrenner, managing director for APAC at Insider, he believes that with the right recommendation algorithms powered by AI, enterprises can deliver precise individualized cross-channel recommendations and uncover full revenue potential. 

“ADA’s digital and data maturity models’ expertise combined with Insider’s platform capabilities will take marketing to the next level. We’ve enjoyed collaborating with the team at ADA to bring more value to our end customers,” Steinbrenner stated.

Technology Featured Southeast Asia

OMG’s Annalect MY sees Daler Kendzhaev take helm as org head

Kuala Lumpur, Malaysia – Annalect, the data technology, and analytics division of Omnicom Media Group (OMG) has promoted Daler Kendzhaev as the head of Annalect Malaysia, following the network’s commitment to bolstering its data and technological capabilities to deliver effective, efficient, and differentiated marketing solutions for its clients

Through his new role, Kendzhaev will be responsible for Annalect’s growth in the market as well as building the division’s new capabilities in Malaysia by overseeing the increased adoption of Omni, OMG’s people-based marketing and insights platform, across OMG Malaysia and its agency brands. He will also spearhead advanced tech initiatives and build on global and regional partnerships while unlocking new local opportunities.

Prior to his new position, he joined media buying company PHD in Malaysia as business director, where he manages portfolios of local, regional, and global brands including HSBC, Volkswagen, LG, Warner Bros and Singapore Airlines. 

“I am truly excited for the opportunity to lead Annalect and to support both PHD and OMD in driving our client’s businesses via advanced data, analytics and tech solutions. With current complexity and changes in the digital media ecosystem, now, more than ever, brands in Malaysia are looking for digital transformation and consultation, and I am thrilled to be part of this journey in helping brands with their digital acceleration,” Kendzhaev said, regarding his appointment.

He will report to Eileen Ooi, chief operating officer at OMG Malaysia.

“Daler has played a critical role in building PHD’s data and technology ambition as well as elevating our clients’ digital maturity. “I am excited to have Daler lead OMG’s Annalect division in Malaysia as we continue providing holistic data-driven solutions for our clients’ marketing needs,” Ooi stated.

Technology Featured ANZ

Kantar Australia launches new cookie-less brand measurement tool for CTV, podcasts

Sydney, Australia – Data analytics and brand consulting company Kantar in Australia has announced the launch of a new cookie-less brand efficiency measurement solution catered to connected television (CTV) and podcast brands.

The brand measurement tool was unveiled under Kantar’s Project Moonshot initiative, which establishes direct data integrations with global digital publishers and apps and provides advertisers with cookieless and privacy-centric methodologies to measure ad effectiveness. 

The tool, aside from being integrated into Kantar’s Brand Lift study which measures impact of media content based on consumer perception, allows publishers and advertisers to gather insights based on exposure data from permitted panelists in an anonymized and privacy-compliant way. Kantar’s proprietary approach uses deterministic exposure data from partner publishers combined with probabilistic approaches to convert household data like from a CTV to an individual person exposure.

According to Mark Henning, Kantar Australia’s executive director of media and digital, Kantar’s innovative new solution is playing a vital and leading role in ensuring continuity of measurement services in the impending post-cookie world. 

“This all shows that the digital ad world is getting tougher to target and measure. In the cookieless world, passive and deterministic data alone are no longer sufficiently comprehensive for effectiveness measurement across all digital platforms. Leveraging both permitted deterministic and probabilistic approaches in a hybrid capacity provides the most reliable and cost-effective way to capture a complete picture of campaign performance and a deeper well for divining useful insights,” Henning stated.

He also notes that using a range of integration approaches depending on publisher capabilities, brands can match the Kantar Profiles Network panelists directly with publisher ecosystem users in a privacy-compliant way.

“This enables us to ingest campaign level exposure data for matched panelists/publisher users without cookies, then consolidate and reconcile exposure data across publishers and platforms to provide a holistic picture of Brand Lift performance. It gives us something powerful to connect with technology back to individuals in a faster, more scalable, and streamlined way,” Henning concluded.

Technology Featured ANZ

Kantar ANZ elevates Jon Foged to newly-created managing director position

Sydney, Australia – Data analytics and brand consulting company Kantar in Australia and New Zealand has recently appointed Jon Foged to the newly-created position of managing director for Kantar ANZ’s Insights division.

Prior to his new role, Foged had a 17-year tenure with Kantar and is renowned for his strategic, commercial, and people-focused leadership across APAC. He has been CEO of the company’s Insights division in Australia since 2018 and was previously chief strategic and business development officer for the APAC region and CEO for Vietnam, Myanmar, and Cambodia. He has also held managing director roles for Kantar in Singapore and Malaysia.

Wayne Levings, APAC president for Kantar’s insights division, said the newly-created managing director position is the company’s culmination of a multi-year transformation of its presence in the region.

“Kantar is at the intersection of brand building and technology, enabling our clients to deliver growth in a fast-changing environment. Jon and his leadership teams have a clear history of building strong performing businesses across APAC. He has a core mantra focused on our people, our culture and our clients and we are looking forward to his leadership to continue the growth of our businesses in Australia and New Zealand,” Levings stated.

Foged’s new position comes after former CEO of Kantar New Zealand Jason Shoebridge sets to leave the business in April, after more than a decade with Kantar and its predecessors. 

“I am really excited about working with our New Zealand team and extending the outstanding legacy of Jason [Shoebridge]. I would like to personally thank Jason for his leadership and the role model behaviors he has demonstrated over his many years at Kantar. He has always been a strong and vocal supporter of the New Zealand business and as an outcome, Kantar has the market leadership position and reputation,” Foged commented.

Meanwhile, speaking on his departure, Jason Shoebridge commented that Kantar New Zealand is in good hands with Jon, a fellow New Zealander.

“I leave Kantar in a good heart. I believe the people at Kantar are among some of the best in the business and are incredibly adept at providing our valued clients with quality insights to drive growth and success,” Shoebridge stated.