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Marketing Featured ANZ

Digital advertising to make up about 60% of NZ advertisers’ budget in 2021

New Zealand – As expected, digital advertising, in the middle of the pandemic, is forecast to comprise the larger fraction of ad spend by New Zealand advertisers in 2021 with 59% to comprise their overall media budget, according to a new global report by global media investment and intelligence company MAGNA. 

Although New Zealand, being primarily an island, has been successful in containing Covid-19, advertisers are still inclined to put their dollars into digital channels, which can be mainly attributed to how the media practices have evolved to leverage the appeal and impact of digital formats, whether lifestyles are hindered by the virus or not. 

The projected growth in digital follows 2020’s 3.3% growth rate. According to the report, most of the digital growth will come from spending on mobile devices, which will see specifically an 18% increase and to represent 67% of total revenues within digital advertising. 

Overall, the advertising economy in New Zealand is seen to increase by 7.6% in 2021 to reach NZD 2.8b ($1.8b).

Still in line with changing preferences of audiences, the report said that linear advertising revenues will see an uptick of 2.9% to represent 41% of total budgets, an actual down from taking 49% of budgets as recently seen in 2019. 

Meanwhile, in terms of specific mediums, television spending is forecast to grow by 5.6%, to represent one-fourth of total budgets. The report said that this will bring total spending levels back to 92% of their 2019 levels. On the other hand, radio and OOH are seen to fare slightly worse with a 2% growth to reach 86% of 2019 spending levels, and a 5% growth to reach 68% of 2019 spending levels, respectively. 

Globally, as the economy recovers faster than expected with a GDP of 6%, marketing activity, and advertising spending are likewise projected to demonstrate the same upward growth. With the added driver of rescheduled international sports events, the report forecasts global all-media advertising spending to grow by $78b, a 14% increase, to ultimately register an estimated $657b in 2021, a new all-time high, said MAGNA. 

Meanwhile, in the Asia Pacific, while the rollout of COVID vaccines has not been as aggressive as many Western markets, there were still fewer cases and deaths as well as fewer shutdowns vs. those markets in the west. This has not stopped consumers in the region from changing their behavior in the same ways as in heavily COVID-impacted markets, which meant more indulgence to stream, more adoption of e-commerce, and more integration of digital platforms into their daily lives. As a result, economic recovery and organic digital growth will power APAC’s total advertising spending to a 12.8% increase in 2021, following 2020’s 3.3% growth. This will see total advertising budgets in APAC reach $203b, significantly ahead of 2019’s $186b total.

According to Gurpreet Singh, managing director at MAGNA APAC, digital will continue to be the biggest growth driver across most markets fueling a faster recovery. Singh also said that since linear media was the most affected last year, its recovery back to pre-covid levels is going to remain a big challenge across the majority of APAC markets for the next few years.

“2021 will see higher than usual growth in ad spend bouncing off of the reduced spend we saw in most of the APAC markets last year. This will largely result in regaining lost ground, however, some markets will take more than a single year for their ad spend to recover from the impact left by covid,” Singh said.

APAC remains the second largest global advertising region, behind North America but $59b ahead of EMEA. 

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Main Feature Technology APAC

Are online data collection platforms marketers’ best defense against ad fraud?

Digital ad fraud encompasses any activity that deliberately impedes the delivery of ads to an intended audience. Most commonly, fraudsters use bots or domain spoofing to falsely represent online advertisement impressions, clicks, and conversions. These techniques are continually evolving – most fraudsters can now effectively mimic human behavior, making it easy for them to avoid detection.

Pleasingly, overall global ad fraud declined slightly in 2020, according to Integral Ad Science’s most recent Media Quality Report. Unfortunately, the report also noted that countries in the APAC region continue to have some of the world’s worst ad fraud rates. For instance, Japan and Australia were the only countries worldwide that saw significant increases in ad fraud last year. For marketers, ad fraud remains a continuing bugbear, leading them to waste valuable digital advertising budget and miss important opportunities to connect with target audiences. So, what can they do to protect themselves?

Fighting ad fraud with online data collection platforms

The only way for brands to effectively fight fraud is to closely monitor their ads for any signs of suspicious activity. To do this, they need a way of viewing the internet from the perspective of their target audience, to basically see the internet through the eyes of their own consumers. Enter ethically sourced residential IP proxy networks. These networks enable marketers to openly surf the internet with complete transparency. In fact, they are already being used by thousands of global brands, including in the e-commerce, travel and financial services sectors – and, of course, by marketing agencies, too.

Every digital ad campaign is built around demographic targeting that is based on an individual’s online behavior. By using online points that match their target audience, marketers can test their ads and verify that they are being deployed correctly, rather than fraudulently.

But why can’t marketers simply use their own IP addresses to monitor ads? Regrettably, smart fraudsters can easily spot and identify non-consumer IP addresses originating from brands or data centers. When they know they are being monitored, they will quickly respond by showing brands false information, all the while covering their tracks, so they can continue their malicious activities undetected.

Gaining insight into the competition

In addition to employing residential IP proxy networks in the fight against fraudsters, there are two important ways in which marketers are harnessing this tool to gain unfiltered tactical insights. Firstly, using residential IP addresses to split user sessions allows marketers to accurately see all the ads that are competing for their specific target audience’s attention. This enables them to make smarter decisions when it comes to campaign planning.

Secondly, in many sectors, marketers who monitor the activities of competitor brands are now obliged to use residential IP proxy networks to see an accurate or realistic picture. This is because it’s becoming increasingly commonplace for brands to identify when they are being viewed by a possible competitor and to consequently serve them decoy content. This happens even though the web-information being viewed is publicly available and can be freely accessed by any other consumer around the world. This can have serious implications for marketing teams if, for instance, they are fed incorrect information about a competitor’s upcoming product launch, promotion, or other activation.

Globally, the use of digital advertising by brands is continuing to skyrocket, spurred on by consumer lifestyle changes caused by the COVID-19 pandemic. According to market intelligence provider Beroe Inc., global spend on digital marketing reached US$330-US$340b in 2020 – an annual growth rate of almost 13%. In this environment, revenue generation opportunities for ad fraudsters will only increase, so they won’t be disappearing anytime soon. As such, brands have no option but to take advantage of all technology at their disposal in the fight against ad fraud. Currently, leveraging residential IP proxy networks is by far the most effective tool to stop ad fraud at its core. Doing so will enable marketers to maximize their budgets by ensuring that their ads are seen by the right people, in the right places, and at the right times.

This article was written by Tamir Roter, APAC and EMEA VP of online data collection platform Bright Data.
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Main Feature Technology APAC

MARKETECH APAC opens conversation on the new internet: Advertising in a privacy-first and cookieless world

Singapore – Recognizing the need for brands to transition from the traditional dependence on ‘cookies’ for their digital advertising to a privacy-centric method, MARKETECH APAC, the news content platform dedicated to the advertising and marketing industry in the APAC region, has recently conducted its webinar last 2 June to spur the dialogue on the topic. It provided marketers and advertisers in Asia a view of the best practices they can adopt for their transition to a new internet landscape that is fast putting the premium on consumer privacy. The virtual event on Wednesday also uncovered firsthand insights from marketing professionals in Asia with a panel that saw the gathering of esteemed leaders from the industries of insurance, digital payments and fast food. 

In the first half of the webinar, Creative & Media Innovation in Asia | Preparing your brand for a cookieless world, Travis Teo, co-founder and executive director of Adzymic, presented a discussion on the status quo of third-party cookie usage in marketing and the challenges and opportunities it would leave once they are finally phased out in 2022. 

Meanwhile, in the said panel discussion, industry practitioners shared their experiences as they shift away from cookie targeting techniques. Marketing leaders from Payoneer, Burger King, and Income discussed the strategies they are employing to get ready for the not-so-distant future. 

Privacy-centricity and creative technology: modern marketing techniques for the new cookieless era

In the first presentation, Teo discussed a three-pronged approach that brands can follow to continue driving campaign performance in the post-cookie world: how to sustain accurate audience targeting, where should the ads appear, and how creative messaging strategies should shift to adapt to the new targeting methods. 

He discussed in detail the key alternatives to third-party cookies, sharing the pros and cons of Google’s cohort-based interest targeting, and first-party data targeting methods through hashed/anonymized email addresses or first-party cookie collection. Other considerations discussed were the scale of universal ID adoption of online publishers, accessibility of second-party data from publishers and leveraging adtech to scale up on creative testing and performance. 

Round table discussion on how brands are preparing for transition

The panelists included Tanushri Rastogi, brand and media lead at Burger King Indonesia; Anny Huang, head of digital business at Income; and Eileen Borromeo, head of marketing for Southeast Asia & Pakistan at Payoneer; with the session moderated by Peggy Koh, head of growth and client success at Adzymic

Through the lens of the panelists’ unique business environments, the group discussed how they are sharpening focus on capturing quality first-party customer data via consumer mobile apps or BTL events, and investing in martech stacks that include data management platforms to run campaigns. They concluded by sharing client perspectives on the expectations they had of media agency or martech partners to be knowledgeable and proactive in making recommendations for future-ready methods of running campaigns.

The webinar was conducted under MARKETECH APAC’s webinar series Inside Innovation, in partnership with Adzymic, which attracted a total of 396 registrations across Asia and ANZ.

On-demand access to the webinar is now available. Register here to get your access.

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Marketing Featured ANZ

Lendlease to bring its small-format OOH advertising in-house

Sydney, Australia – Lendlease, the integrated real estate and investment group, is expanding its advertising platform and will bring in-house the management of its small-format digital advertising across its shopping centers and urban retail precincts.

Up until now, Lendlease has outsourced its small-format digital advertising in its shopping centers to out-of-home advertising agencies. With this new change in management, it is going to be one of the few shopping center landlords to take this platform in-house.

Lendlease’s internal sales team will now oversee content for local and direct campaigns, while its partners, oOh!media and Shopper Media Group will manage content for national agency campaigns.

By the middle of this year, in collaboration with its technology partner SureVision, Lendlease will have rolled out 107 small formal digital panels across six shopping centers including the following: 

  • Erina Fair, Erina NSW (National sales partner, oOh!media)
  • Macarthur Square. Campbelltown NSW (National sales partner, oOh!media)
  • Southlands Boulevard, Willerton WA (National sales partner, oOh!media)
  • Northgate Shopping Centre, Geraldton WA (National sales partner, Shopper Media Group)
  • Menai Marketplace, Menai NSW (National sales partner, Shopper Media Group)
  • Settlement City, Port Macquarie NSW (National sales partner, Shopper Media Group)

Lendlease will roll out a further 270 panels across its other shopping centers and urban retail precincts by 2023.

The company said that the new panels will provide it with added benefit of valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.

The expansion of its media operations follows the successful rollout of Lendlease’s large-format network across its retail assets, which in 2016 started with just 10 screens and have now grown to 22.

Sally Harding, the general Manager of pop up & media commercialization at lendlease, said that retailers in its shopping centers will benefit from working with the company directly on their campaigns, instead of going through an external advertising agency since retailers already know them and that they understand their business needs. On the customer side, meanwhile, they will be benefitting from having more content that’s relevant to them and their local community.

“As shopping centers evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams. We’ve had such success with our large-format network, it made sense to expand our in-house advertising platform to include small-format advertising,” commented Harding. 

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Main Feature Marketing Partners APAC

MARKETECH APAC prepares brands into a cookieless world with upcoming webinar for privacy-first audience targeting

Singapore – MARKETECH APAC, the APAC-wide news outlet dedicated to the marketing and advertising industry in the region, is launching a webinar that aims to prepare brands for the impending change in digital advertising: audience retargeting in a cookieless and privacy-first world. 

Cookies have long stood as the cornerstone for brands’ advertising efforts, and now that the industry is gearing up to foray into a privacy-first digital space, brands and companies remain in the dark on how they can achieve the best of both worlds – keeping consumers’ privacy intact while attaining campaign performance and driving conversions. 

Leading web browser Google Chrome has already announced its intentions to block third-party cookies by 2022, joining the pack, Firefox and Safari; and with this on the horizon, MARKETECH APAC aims to create a dialogue that would open the floor for brands and advertisers in Asia to discuss the best practices and approaches in maintaining creativity and innovation all the while adhering to safe measures in monitoring audiences’ browsing behavior and preferences. 

Titled ‘Creative & Media Innovation in Asia: Preparing your brand for a cookieless world’, MARKETECH APAC has roped in esteemed marketing leaders from various industries for a panel that would discuss the importance of first-party data and how brands in Asia are doing their share of adapting to the emerging privacy-first internet, and how tech agencies and brands can best navigate this new type of digital environment. 

The panel includes Eileen Borromeo, head of marketing of financial services company Payoneer for Southeast Asia and Pakistan, and Anny Huang, head of digital business of Singapore-based insurance company Income. Joining them is Travis Teo, executive director of Asia-wide ad tech Adzymic

Within the webinar, Teo will also be delivering a presentation that aims to dig deep on the landscape of programmatic advertising amid a new cookieless digital space. The presentation also aims to shed light on how programmatic creatives can fit into overall media strategy and process and will explore the topic of ‘Hacking programmatic display’, exploring how creative innovation and variation drive performance. 

Shaina Teope, regional editor of MARKETECH APAC, commented, “Just like ‘old habits’, we need to make way for new ones, especially if it has stopped serving peoples’ best interests, and this has been the case for digital advertising. For a long time, the use of cookies has only been benefitting best the brands and companies in hitting their campaign and sales objectives and it is time to draw the line. This webinar is positioned to help advertisers to take the necessary first step – and that is to recognize the problem and immerse in the conversation of how we can not only learn to adapt to a privacy-first digital advertising but the ways brands can be the very agents of the transformation into using first-party cookies.”

Meanwhile, Teo, who will be one of the speakers in the webinar, said, “Every change in the digital advertising landscape brings new opportunities and innovation to the space, despite the challenges and unknowns. While moving to a cookieless world remains an uncharted territory for most brands, it provides a great opportunity to reboot old practices and move to a more sustainable and responsible way of audience targeting, and re-focus on how creatives can help provide the necessary cut-through. I’m also keen to discuss with brands the practices and approaches they can adopt to best transit to a cookieless digital environment.” 

The webinar will be held on 2 June at 2 pm SGT. You can register for the event here.

Categories
Technology Featured APAC

Ad platform Magnite launches new data center in SG for APAC footprint

Singapore – Sell-side advertising platform Magnite has announced the launch of a new data center in Singapore, which accompanies the company’s continuous growth in APAC.

The new data center is designed to support the rapid growth in digital advertising services across the region and reinforce Magnite’s global leadership in CTV and omnichannel digital advertising.

As Magnite co-locates its digital television plus (DV+) and connected television (CTV) platforms in Singapore, the new data center will help standardize the company’s operations and provide maximum efficiency for buyers and publishers. The investment also allows Magnite to provide the robust technical capabilities necessary to support increased traffic.

Furthermore, the larger unified data center in Singapore will enable Magnite to better service clients across APAC from India to Australia and Japan. With this step, publishers can expect better performance and new monetization opportunities, as well as increased capacity for inventory. The company expects buyers to see better campaign performance and delivery, and have increased access to new supply.

“Preparing our technological infrastructure in APAC will give Magnite a clear competitive advantage in better servicing our clients and ultimately improve results. By unifying and standardizing our omnichannel platform, we’ll be more agile, proactive, and efficient. Our tech stack needs to evolve with the demands of the industry and we have greater flexibility to scale our infrastructure in real-time as the business scales,” said Tom Kershaw, CTO of Magnite.

Meanwhile, Juliette Stead, head of APAC at Magnite commented the new Magnite data center is a response to the company’s expectation from the entire APAC region to enjoy continued growth and recognizing the importance of investing in the region for the benefit of their clients.

“Investing at scale to optimize our capabilities ensures we will be well-positioned to respond to change. We are also building out our Amazon Web Services (AWS) infrastructure in Singapore to further support CTV growth – including live streaming. Now more than ever, we intend to be at the forefront of the strongest segment of industry growth for the foreseeable future, and ensure our infrastructure is equipped to accommodate these developments,” Stead stated.

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Marketing Featured Southeast Asia

Pavilion KL welcomes CNY with 3D show of a ‘Golden Bull’

Kuala Lumpur, Malaysia – Malaysian shopping mall Pavilion Kuala Lumpur has unveiled its new attraction for the Chinese New Year, a 3D show depicting a ‘Golden Bull’ charging towards Pavilion KL.

The show depicts a ‘Golden Bull’ charging towards the mall, as it ‘breaks’ the glass with the words “Together Against COVID-19,” and graphics showing greetings for the Chinese New Year.

The 3D show is best viewed from Pavilion KL’s Crystal Fountain and is aired until March 2021. The Pavilion Elite LED Screen measuring 60.8m in width and 21.5m in height, with an impressive total size of 1,310 sqm, is a venue in showcasing this groundbreaking 3D show and technology. 

This 3D Golden Bull show on the Pavilion Elite LED screen presents yet another first in Malaysia showcase by Pavilion KL for this Chinese New Year’s‘ Blessings of Prosperity’ celebrations. The other first in Malaysia record is the ‘Biggest Golden Bull’ in the mall’s Centre Court, measuring 15ft in height and 16ft in width.

MARKETECH APAC has already reached out to Pavilion KL for further comments on the 3D show installment.

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Technology Featured Southeast Asia

Innity launches programmatic Shoppable Ads across SEA premium publishers

Singapore – Digital advertising solutions provider Innity has launched Shoppable Ads, a programmatic ad platform, as part of their Digital Commerce Advertising Partnership Program alongside premium publishers in the Southeast Asia region.

Through Shoppable Ads, Innity provides an end-to-end shopping experience for customers that streamlines the consumer purchases while providing businesses with insights to able reach purchase-ready customers easily. Furthermore, the platform also features a showcase of multiple products, complete with up-to date product details and pricing. When clicked, it takes them straight to the product’s checkout page.

“Shoppable Ads have the ability to reduce a user’s purchase journey substantially, taking them straight from awareness to purchase. The increase in efficiency will drive ROI and keep consumers coming back for more. With the rapid acceleration of e-commerce today, mastering the potential of digital commerce has become a core strategy that advertisers should no longer ignore,” said Phang Chee Leong, CEO and co-founder of Innity

With many marketing platforms using standard banners for advertising, little emphasis is shown on interaction. Hence, Innity’s existing supply side platform (SSP) allows marketeers greater viewability and engagement through programmatic and data-driven buys for high impact advertising.

“Since its inception, Innity has consistently led the industry with its commitment in developing high-impact, engaging ad experiences. Enhanced creativity is proven to drive impact and action. Our Shoppable Ads were developed to help solve the industry’s need for highly viewable, creative ad formats to break through the clutter to drive meaningful engagements,” Phang commented.

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Technology Featured Southeast Asia

JCDecaux SG launches programmatic OOH media across multiple channel platforms

Singapore – The Singapore arm of advertising company JCDecaux has launched its programmatic OOH media across various advertising channels, including bus advertising screens and airport advertising screens.

The company is launching first this strategy to 38 digital bus advertising screens. With these buses traveling along prime areas of Orchard Road the Central Business District, it is expected to generate 66 million impressions across the digital bus shelter inventory. 

Furthermore, the advertising inventory is connected to global demand-side platforms through supply-side platform VIOOH, which allows advertisers planning for offline+online campaigns within a single platform, and allowing them to manage their advertising inventory.

“Programmatic OOH is at the cusp of sea change in Singapore and the region. Many advertisers have expressed interest in our programmatic OOH offering and are keen to explore this to its fullest potential. We are thus delighted to work with VIOOH to launch our programmatic out-of-home media offer beginning with digital bus shelter screens. As we intensify the education journey and transition from traditional mode of buying and selling to a programmatic one, we will also be adding more diverse audiences to our offers by including a wider array of our digital OOH inventory,” said Evlyn Yang, managing director of JCDecaux Singapore.

The company will also roll out digital out-of-home (DOOH) across the Orchard Road and in the Central Business District, and in premium shopping malls namely ION Orchard, Funan, Raffles City, and Jewel, as well as Changi Airport by 2021.

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Technology Featured ANZ

Adludio afoot on AU market through ad-tech Inskin Media

Sydney, Australia – Mobile advertising company Adludio is expanding its presence to the Australian market by forging a new partnership with ad-tech company Inskin Media, bringing Adludio’s ad unit accessible for Australian marketers.

Adludio’s services revolve around interactive mobile advertising that helps users engage in ad campaigns. This then allows marketers to collect anonymous audience engagement data, which is then fed to Adludio’s algorithm to deliver high engagement rates across mobile devices.

On the other hand, ad-tech Inskin Media focuses on providing multi-screen display advertising. Itmerges design and technology to promote clientele ad campaigns across online publishers and websites, which scopes under the umbrella of mobile advertising.

“This partnership with Inskin Australia is a testament to our constant evolution and development of Adludio in the APAC region. Through this partnership with Inskin, we’ll be able to present innovative Australian advertisers with a more robust offering to engage mobile audiences in the region,” Adludio CEO and co-founder Paul Coggins (left of banner picture) said.

For Inskin Media APAC General Manager Georgia Woodburne (right of banner picture), the recent deal means bringing more opportunities to Australian marketers to create more immersive ad experiences for their mobile audiences.

“We share the same values and both believe in the importance of a well-designed, outstanding creative. Becoming Adludio’s exclusive reseller is a fantastic commercial opportunity for both parties,” Woodburne stated.