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Marketing Featured APAC

Why optimising attention drives digital campaign conversions

Digital advertising allows marketers to target consumers more precisely with more personalised, relevant information, in real-time, on multiple devices, and on the go. Digital advertising’s highly personalised nature should make it more relevant to audiences, but brand risks, supply path murkiness, privacy concerns, and ad fraud create barriers. 

Advertisers are looking for more transparency around targeting customers online after the deprecation of cookies. I believe there will be even more demand for scalable and privacy-friendly attention metrics beyond viewability and clicks to provide more granular insights, engagement and outcomes. Brands are focused on driving outcomes and conversion from ad spending and they’re looking for more privacy compliant and scalable solutions. 

Optimising attention drives outcomes

Our research team analysed data to understand how our partners could leverage technology to capture more significant attention to understand correlations between quality, suitability, and time-in-view. The research uncovered that viewability and time in view have a medium correlation (intuitively makes sense). Moreover, when only looking at impressions on contextually relevant pages (i.e. Toyota ad on an automotive site), the correlation becomes more vital. The practical implication of insight like this is that you can drive greater attention by targeting higher viewability rates in programmatic prebid targeting and utilising contextual targeting solutions.

For example, when we analysed the automotive vertical, we saw that when the context was relevant and optimised for viewability, there was an 8.3-second increase in time-in-view for every 10% increase in viewability rates. This was 2.4x higher than in a non-optimized context. 

Here’s a preview of what we discovered:

  • Time-in-view increases as viewability and brand safety increase
  • 57% increase in conversions for viewable and brand-safe impressions compared to non-viewable and not safe
  • 171% increase in conversions for impressions with time-in-view greater than 15 seconds

Creative, contextual, and privacy-compliant advertising 

It is essential to consider how relevant the ads are to the consumers to drive greater attention. It’s human nature to engage with information that we find interesting — whether that’s through engaging in creative or contextual relevance.

IAS research showed a 40% lift in memory of a particular ad when contextually aligned. Brands can harness the dual power of contextual targeting and high-quality placements to drive greater brand engagement. It’s also vital to acknowledge that placing ads beside low-quality content can have significant consequences, including a high risk of damaging brand reputation. To ensure online ads drive the right attention and outcome, aligning with suitable contexts must be a top priority.

As our industry prepares for a cookieless future and increasingly moves away from third party audience targeting, advertisers have a significant opportunity to be intentional with contextual tools. While many brands will focus on building and investing and first-party and second-party data, marketers will start blending this expensive and highly targeted approach with scalable advertising that can be achieved via environments that are contextually relevant, using contextual as a proxy for third party audiences.

Ultimately, a shift to contextual advertising is also good news for the industry because it aligns with the preferences of privacy-conscious consumers while achieving the brand’s goals for engagement.

This article was written by Laura Quigley, SVP for APAC at IAS.

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Main Feature Marketing APAC

MARKETECH APAC to explore how loyalty marketing can be key to a cookie-less world in upcoming webinar

Singapore – Ever since tech juggernauts such as Google and Apple have announced that they are putting down an iron fist on privacy, the world of digital advertising has been shaken with brands and marketers suddenly thrust to the challenge of uncompromised campaigns even with the absence of what have been their cornerstone – third-party cookies. 

Due to this looming challenge, conversations around viable solutions spurred, but the industry, looking ahead to being crippled by an end of an era, would need more definitive answers to break down the perplexity of a cookie-less world.

This is why MARKETECH APAC, the digital media for the marketing and advertising industry in APAC, in partnership with Oracle, is taking the wheel to steer the discussion into what presents to be a top effective strategy for this dilemma – loyalty marketing. Happening on April 28, 2022, the webinar ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, aims to unravel the practicability and sensibility of loyalty-focused solutions on keeping the quality of brands’ marketing intact amid a more privacy-driven digital landscape. 

We have gathered marketing leaders in the region from the industries of media, imaging, and technology, to help shine light on how loyalty, put at the heart of our marketing arsenal, can help us thrive in this entirely new environment. 

Joining the industry discussion are Norsiah Juriani Johari, the vice president of product marketing at Astro Malaysia; Anvey Factora, the head of marketing communications, e-commerce and retail of Canon Philippines; and Lisa Collins, the director of customer experience strategy at Oracle

Each of them will be sharing their expert views on why loyalty is never dead, and why it matters in a cookie-less world as well as the personalisation strategies that work best to boost brand loyalty in Southeast Asia markets. Furthermore, they will also be discussing the role of data in creating future-ready loyalty marketing. 

Shaina Teope, the regional editor of MARKETECH APAC, commented, “I believe that as we put an end to what has been a fixture in our marketing gameplans, we are called to be overprepared and be more than ready for such tricky independence. This is the worthy price to pay for a much safer digital landscape, and we’re here to show you how loyalty marketing can warrant an answer.” 

The webinar, ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, will be held on April 28, 2022, 2:30 pm SGT. Secure your spot at the webinar HERE.

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Technology Featured APAC

APAC companies waste more than $137m in digital ad spend in Q1 2022

Singapore – As digital advertising expenditure reaches new records, advertisers continue to waste their ad dollars through the Asia-Pacific, with more than $137.4m set to be wasted in the January to March 2022 quarter, according to data from independent media agency Next&Co.

The report found that brands in the retail sector will report the most digital ad spend wastage, of almost $32m. It was followed by insurance at $28m, finance at $26.5m, real estate at $19.8m, education at $16m, and health at $14.7m.

Across digital media channels, the most digital ad spend will be wasted on Facebook at $53m, followed by Google at $45m, LinkedIn at $28m, and Bing at $10.7m.

The data was collected using the company’s proprietary media auditing tool Prometheus.

John Vlasakakis, co-founder at Next&Co, said, “It’s alarming to see what are unacceptable levels of digital ad spend wastage in the region, especially as digital spend is set to reach $4 billion in Southeast Asia and increasing to a third of all ad spend. Prometheus has now audited more than 500 brands across APAC, with all showing varying levels of wastage across industry categories – brands need to become more aware of the dangers of complacency breeds. Spending smarter and not harder needs to be the attitude amongst brands of all sizes as this is how scale and company growth can be achieved.”

He added, “Procurement also needs to provide more negotiating power to marketing. For example, the fact that one financial services provider had procurement negotiate the cheapest rate but allowed for a clause for the agency to never be audited during their three-year term gobsmacked me. If that isn’t a red flag, I don’t know what is. Digital marketing activity isn’t occurring above board, and they are now powerless to take action.”

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Marketing Featured Southeast Asia

Viets tired of boring ads, survey shows

Hanoi, Vietnam – Despite digital advertising seeing a boom in the Vietnamese market, perception among Vietnamese consumers says otherwise, stating that they are getting tired of digital advertisements, the latest survey from data and analytics company YouGov shows.

According to the survey, around 43% of Vietnamese consumers find online ads annoying. On the contrary, around 25% of the respondents agreed that online advertising is interesting while 30% say that online advertising is creative. Despite the positive feedback, around 47% of consumers said that they always skip or want to skip online ads.

The survey noted that too much online advertising can drown out quality content for businesses. As such, online ads need to be exceptionally creative to stand out from the crowd and capture the attention of consumers.

Thue Quist Thomasen, CEO at YouGov Vietnam, said that their survey also showed that even though most people remember seeing online ads, they are significantly less likely to recall clicking on ads or buying products after seeing ads.

“In my view, the online marketing industry in Vietnam is largely, and fairly, preoccupied with tracking ad frauds and viewability. But marketers often pay insufficient attention to the metrics that truly matter, such as impact and quality, which are the key elements that drive advertising success. Why make sure people can view an ad, if the ads are boring and annoying,” Thomasen said.

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Platforms Featured Global

DoubleVerify ventures into podcast space to cover latest digital ad trends

Singapore – DoubleVerify, the software company dedicated to digital media measurement, has launched its podcast series titled ‘Authentic Ad Matters’ where they tackle the latest trends in digital advertising. Said podcast series will be hosted by journalist and media expert Steve Hemsley.

Some of the invited organizations for the podcast series include TikTok, PubMatic, ISBA, Advertising Association, Conscious Advertising Network, and Dell. Topics range from fighting against misinformation to the opportunity a post-cookie world presents.

DoubleVerify has already released three podcast episodes as of writing, where they discussed topics including the role of quality in digital media, the implications of the unchanged lockdown in CTV’s boost in a post-pandemic world, and the impact of cookies and data regulation on advertising.

Speaking to MARKETECH APAC, DoubleVerify said that they hope that the podcast episodes will serve as a ‘masterclass’ on how to react to what is happening in the industry right now — and what will happen over the next several months and years to come. 

“We decided to venture into the podcast space as we wanted a medium that is easily accessible to our audience – whether it was time in-between meetings or their commute from home. These podcasts aim to educate everyone about the complex and ever-evolving world of digital advertising by building their knowledge and understanding through fascinating insights from some of the most respected experts in the industry,” DoubleVerify told MARKETECH APAC.

Meanwhile, Nick Reid, RVP for Northern Europe at DoubleVerify shared to MARKETECH APAC, “Advertisers need to be on the ball when it comes to how the industry is evolving and how changes affect their brands, consumers and businesses. The podcast shines a light on the biggest issues, challenges and trends important to industry pros today, in a way that is easy and convenient to access.”

Aside from being available on their site, the podcast is also available on Spotify, Amazon Music, Apple Podcasts, and Google Podcasts.

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Technology Featured APAC

What’s NEXT: What the future looks for marketers beyond the cookie

This is the era of privacy. The modern consumer expects truly personalized experiences on whatever touchpoint they engage with your brand. Challenge accepted. But here’s the kicker, they want this complemented by heightened privacy, tighter data controls, and the right to have the information erased with the click of a button.

During the past three years, major technology companies have been announcing their removal of third-party cookie plans. Their decisions have been influenced heavily by the Facebook and Cambridge Analytica scandal which emerged in early 2018.

Since March 2018, when Chris Wiley blew the whistle on the Cambridge Analytica and Facebook scandal, governments have been investing in regulations. The European Union was the first to tighten the General Data Protection Regulations GDPR in May 2018. Less than two years later in January 2020, the state of California passed the California Consumer Privacy Act.

In January of 2020, Google announced plans to phase out support for third-party cookies within a year. Since then, browsers such as Mozilla Firefox and Apple’s Safari have announced they will be stepping away from cookies too. However, the timelines changed in June 2021, when Google explained that third-party cookies will not be eradicated until 2023.

They moved out the timeline for phasing out cookies, giving a new period of grace for advertisers and publishers that we’ll see in late 2022. Stage two, which is the phasing out of cookies, will start in mid-2023, and then end in late 2023.

A consumer’s perspective

In the past, consumers surrendered their data in exchange for convenience, however with all these changes coming in the next couple of years, the consumer has never been more aware of how they are being tracked online. We can certainly see more consumer awareness around what marketing tactics are considered creepy versus cool.

According to a 2021 Consumer Trends Index Report by consumer engagement Cheetah Digital, 73% of global respondents said they were okay to receive recommendations from brands based on past purchases. The report showed 54% of consumers were also ok to receive an email reminder about an abandoned cart, however, 66% said they do not like adverts that follow them across devices.

Furthermore, 69% of respondents said adverts relating to something they talked about near a smart device are ‘creepy’, while 72% said they do not want advertisements from companies they don’t know based on their location data.

There’s a big difference between targeting a golden audience segment with a silver bullet of an offer versus going through a consumer’s proverbial trash by analyzing their browsing history.

A marketer’s perspective

Consumers want more personalization and more privacy, this is the paradox marketers are grappling with right now. We can see marketers are primarily using segments or cohort-based personalization, versus true one-to-one personalization.

As we get closer to the cliff edge of the deprecation of third-party cookies, we’re going to see marketers ramp up and hopefully get more people into using advanced personalization at a one-to-one level using known data.

How to thrive from the death of the cookie

As brands and marketers start to address what they’re going to do in this cookie-less future, many are starting to build first-party relationships and incentivize direct engagement.

The entities in the advertising and marketing supply chain that have first-party relationships are the brand marketers and publishers. Everybody else in the middle of that is an intermediary, from the big agency holding companies to supply-side tech platforms to data management platforms. These are all intermediaries without a relationship to an end consumer.

Those entities, over the next two years, need to be able to leverage any element of advertising transaction, whether it’s through programmatic channels, automated channels, private marketplaces, or direct type deals. Many other marketers, including the analysts, are promoting zero-party data as a sensible strategy, given the need to balance privacy and personalization. This is data that a consumer willingly gives a brand in return for getting better, personalized products, content, or services.

While marketers can take advantage of free services and personalized discounts to get the best direct engagement, the best way for organizations to engage with customers directly without the need for cookies is through loyalty programs. And as the cookie begins to ‘crumble’, marketers need to reduce their reliance on third-party tracking and look towards the future of first-party data sources such as loyalty brands to ensure they can build a harmonious relationship between the brand and the consumer.

Loyalty programs that when done well govern the value exchange between brands and consumers, not just for a single interaction, but for direct engagement over the customer lifetime. With contextually differentiated, personalized experiences, they can be the conduit for the one-to-one relationships that build customer lifetime value.

This article is written by Billy Loizou, VP for Go To Market for APAC at consumer engagement solution Cheetah Digital.

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.

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Marketing Featured ANZ

Digital ad market in Australia saw 42% increase for September YoY

Sydney, Australia – The digital advertising market in Australia has been estimated to be valued at reaching US$3.232b for September quarter this year, or up 42.1% year on year. This is according to the latest data from the Interactive Advertising Bureau (IAB) Australia, in association with consulting firm PwC. 

According to the data, search and directory ads increased by 41%, while general display increased by 45.6% and classifieds up 37.3%. 

Meanwhile, retail advertising again held the number one advertiser category share of display advertising investment, now representing 14.4% of display investment and leading video advertising investment. Technology sector in advertising experienced the largest increase in share to reach 7.8%, while automotive advertising’s share of total spend continued to retract, reflecting the supply challenges. Meanwhile, the travel sector saw the largest decrease in share thanks to lockdowns reversing the increases experienced by travel in the June quarter.

In other sectors, video advertising’s share of general display advertising peaked this quarter at 62%, an increase of 72% year-on-year to reach US$784.1m. In addition, native advertising grew 30% year on year, while standard display advertising fell 21% year on year. 

Meanwhile, programmatic trading of content publishers inventory again increased in September quarter this year, delivering 45% of the total expenditure, versus 40% bought through agency insertion orders. Programmatic continues to dominate as the preferred buying method for content publishers’ video inventory.

Speaking about the state of the ad industry in Australia, Gai Le Roy, CEO at IAB Australia commented, “The September quarter had a mix of highs and lows with Olympics activity encouraging investment but the travel market pulling back again with local lockdowns. Overall though investment in [the] digital advertising market continued to impress, with the September quarter increasing 42% on the COVID impacted September 2020, but also increasing 36% compared to the 2019 September quarter.”

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Technology Featured Southeast Asia

Telco Indosat Ooredoo ties up with Out There Media to bolster digital ad strategy

Jakarta, Indonesia – Digital Telco Indosat Ooredoo in Indonesia has partnered with Out There Media (OTM), the mobile advertising and data monetization firm, to adopt its proprietary mobile engagement technology platform, Mobucks. The telco will be leveraging OTM’s network of brands and brand agencies to strengthen its digital advertising strategy.

With OTM’s Mobucks technology, Indosat Ooredoo aims to bring subscribers targeted and interactive messaging campaigns from its chosen brand and agency partners. Mobucks will be leveraging Indosat Ooredoo’s analytics and understanding of the market, allowing its platform to combine precise targeting and personalization with reach, enabling ‘micro-targeting at scale’ for its future brand clients for better engagement, response, and conversion, as well as ROI. 

Ritesh Kumar Singh, Indosat Ooredoo’s chief commercial officer, said that they are looking forward to delivering interactive mobile advertising campaigns that go beyond the reach of traditional advertising channels available today. 

“This is an exciting time for Indosat Ooredoo, and we look forward to announcing our initial campaigns in due course,” said Singh.

Michael Jahotsen, Out There Media’s sales director for Indonesia, commented that brands today are always looking at new ways to engage with their customers, while at the same time, operators want to keep offering relevant products and offer to their subscribers from brands they love.

“We’re looking forward to launching some exciting campaigns with Indosat Ooredoo’s brand partners to demonstrate just how transformative and powerful Mobucks can be for the operator and brand world,” said Jahotsen.

Indosat Ooredoo has also joined the humanitarian initiative led by Out There Impact, OTM’s impact division committed to using the power of mobile technology for the greater good.

Together with several other global mobile operators, Indosat Ooredoo will take part in an educational mobile campaign launched by Out There Impact on behalf of the World Health Organization, to help contain the ongoing spread of COVID-19. The campaign is being distributed to more than 300 million global citizens via OTM’s global network of mobile operators.

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Technology Featured Southeast Asia

Two-thirds of SG marketers expect about 25% drop in revenues over loss of third-party cookies

Singapore – While a privacy-first internet is the pot of gold at the end of the rainbow, advertisers and companies are not withheld from disclosing the real pains of transitioning and adapting to a cookieless digital space when Google dropped the news of cookie deprecation in 2020. 

Advertisers were, however, granted a breather, when the cookies phase-out, originally eyed by the tech giant in 2022 had been delayed a bit further into 2022.

Shortly after the announcement, data solutions provider Lotame released a poll among 200 Singapore-based senior decision-makers in digital media and marketing to further learn their sentiments on the future of cookieless internet. 

First off, half, or 55%, said they were happy with Google’s decision to delay citing that they needed “more time to prepare.” 

A top concern among digital media professionals is losing revenue amid weakened ad-targeting opportunities, where about 57% of marketers believe in reduced ad-targeting opportunities, with over two-thirds (66%) expecting a 10% to 25% drop in revenues as a result of the loss of third-party cookies. Meanwhile, almost 60% (57%) of publishers anticipate a reduction in the workforce brought by revenue loss. 

In adopting new identity solutions, the primary reason for Singapore-based marketers is to support audience targeting (59%), while among publishers, 64% would foremost adopt identity solutions for data privacy. 

With the optimal number of ID solutions, 36% of Singapore marketers were open to using any number, while 35% of publishers cited two, with 30% saying three.

“A cookieless future is closer on the horizon and whether or not the industry ‘feels prepared,’ the end result is inevitable,” said Luke Dickens, Lotame’s managing director for ANZ.

Dickens adds, “Digital advertising is changing, and identity solutions will be part of that new future. Addressability and connectivity are at greatest threat in the post-cookie world.”

With a stronger call for privacy, Apple, aside from Google, had digital media players also rethinking their ad strategies with an update on its privacy features earlier this year.

Apple’s new iCloud Private Relay has been designed to protect users’ privacy by ensuring that when browsing the web in Safari, no single party, including Apple itself, can see a user’s identity and the sites he or she is visiting.

The same survey found that 53% of Singapore-based respondents are concerned about their ability to monetize the email channel amid Apple’s new privacy feature, while 46% said they are concerned for the impact on email hash identifiers.

Relatedly, email-based identity solutions (69%) were the most popular choice when asked what types of ID solutions marketers and publishers were planning to test in the next six months to one year. Contextual (44%) was in second place, followed by cohorts (33%) and probabilistic (27%).

The current report ‘Beyond the Cookie: Identity Solution Adoption & Testing Among Marketers and Publishers’ is part two of Lotame’s cookie-focused study, where the pilot study was released in February and examined how organizations are beginning to plan for the phase-out of third-party cookies.

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Marketing Technology Global

Global ad fraud solutions IAS expands ‘Center of Excellence’ in India

Sydney, Australia – Global firm Integral Ad Science (IAS), which delivers ad fraud solutions to brands and publishers, has announced the expansion of its ‘Center of Excellence’ in Pune, India with a new office facility, and plans to hire top engineering talent locally. 

The IAS Center of Excellence (COE) was established in 2020 to focus on expanding the company’s engineering and operations talent and develop innovative digital ad verification technology, drive critical partner integrations, and ultimately to provide excellent customer experience support.

IAS aims to be the global benchmark when it comes to trust and transparency in digital media quality for brands, publishers, and platforms. It offers solutions in ad fraud, brand safe and suitability, contextual targeting.

IAS said that the extended office of the COE will be housed in a world-class facility, located in the heart of Pune’s IT business district. The COE and the local engineering team will be led by Mehul Desai, IAS’ country manager in India, and VP of engineering & operations

IAS further shared that the team in Pune will collaborate closely with the company’s global data science, data analytics, and product teams to drive innovation and operational excellence. IAS will continue to expand its team in Pune and will be hiring for several key roles. 

“With our Center of Excellence in India and talented local team, we’ve developed cutting-edge technology and established the latest data and analytics capabilities at IAS. We’re growing rapidly, as IAS delivers excellent digital media quality solutions for advertisers and publishers while establishing a great place for top talent to work,” said Desai. 

Desai will be reporting to Tony Lucia, IAS’ chief technology officer. 

Lucia commented, “Expanding our Center of Excellence is a key part of our global strategy to drive continued technology innovation and operational excellence at IAS, backed by the highest caliber of engineering talent. As we grow our engineering team around the world, our team in Pune brings exceptional talent, cross-collaboration, and technological expertise as we build the future of digital media quality at IAS.”

Similarly within this month, IAS has announced the appointment of Saurabh Khattar as the commercial lead for IAS India. Khattar is charged with leading sales operations of the company in India, to work with brands, agencies, publishers, and platforms in the region.