Singapore – Hoppr, a CTV platform that provides premium TV ad space with a unique “first in market” guaranteed view, announced its partnership with Magnite, an independent sell-side advertising company. Together, they hope to give local buyers access to a new category of premium merchandise on the TV menu guide.
The TV menu guide is a brand-new area on the TV unit where advertising is now available because of Hoppr’s technology. To guarantee marketers that their advertising is seen, it only activates advertisements when customers hold a remote. Furthermore, Hoppr gives marketers access to unmatched data, performance insights, and targeting information about the households that interact with the advertisements.
Hoppr will be able to provide this inventory programmatically for the first time by utilising Magnite’s technology. Through this partnership, advertisers will have more access, allowing them to interact with customers on the living room’s main screen.
Speaking about the partnership, Gavin Buxton, managing director, Asia at Magnite, said, “As competition increases across the CTV landscape, Hoppr is creating new opportunities to help media owners make the most of their assets and revolutionising TV advertising through its innovative technology. We’re excited to be their first programmatic partner as they embark on their global journey, beginning in Singapore, and look forward to working with them to drive increased capabilities for their cutting-edge CTV supply.”
Meanwhile, Joe Prusz, CEO of Hoppr, stated, “We chose to partner with Magnite, the leading supply-side company for premium CTV publishers globally. They will provide Hoppr with scale and reach in Singapore, our first market. We are committed to delivering ultra-premium inventory from Singapore’s premium triple play operator StarHub, through next-generation engagement combining the best of linear, digital and data.”
He added, “As advertisers get closer to supply and desire publisher-direct relationships, Magnite’s industry-leading technology makes it easy for the largest advertising companies to engage directly with us through programmatic. We know that TV remains the greatest medium to tell a story, using sight, sound and motion. It is only through our tech that households can be targeted with precision, using data insight to curate an audience that is guaranteed to watch the ad.”
Singapore – A new research from Magnite has found that ad-supported streaming services deliver scale for brands and that 71% of TV viewers in Southeast Asia watch ad-supported streaming. According to the report, said trend in the streaming industry serves as a signal for the future of streaming in the region.
According to the report, ad-supported streamers are embracing content across devices, which leads to more meaningful connections with brands and influences purchasing decisions.
Around 68% of ad-supported viewers take action after seeing an ad on streaming platforms, and 94% are more likely to make a purchase from a brand they engaged with across multiple devices.
Meanwhile, ad-supported streaming audiences are highly engaged when watching streaming, which is winning viewers’ attention over social video. Around 92% of ad-supported viewers report being engaged when watching streaming content as compared to 62% of social media users who say user-generated videos on social media don’t hold their attention very long.
In an exclusive interview with MARKETECH APAC, Gavin Buxton, managing director of Asia at Magnite, he explained that in order to effectively leverage ad-supported streaming, brands should identify partners who can provide access to inventory from multiple streaming platforms at scale and support them in understanding targeting, creative and measurement opportunities.
“Streaming provides scale and reach at a level rivaling traditional TV and consumers in Southeast Asia are adopting ad-supported streaming in growing numbers. With streamers viewing content across multiple streaming platforms and devices, brands have more opportunities to increase the scale of their campaign investments to reach a growing audience of streamers across these platforms. This will enable brands to drive even greater awareness and impact,” Buxton stated.
When asked about how big is the scale of SEA’s ad-supported streaming industry, he stated that they look forward to many global streaming platforms launch their ad-supported streamers first in the region over the coming year.
“Our research establishes that streaming in the region is growing in scale, with 71% of TV viewers tuning in and 79% stating they prefer to watch free or reduced-cost content with ads versus 21% who prefer an ad-free experience. SEA was historically a free-to-air-dominant region, likely resulting in a lasting understanding of the value exchange between advertising and lower-priced or free access to premium content,” he said.
With many ad-supported streamers fully grasping the fact that streaming services have become a necessity for households in the region, Buxton expects that given this continued appetite for content, publishers and broadcasters will continue to increase investment in digital-first video content.
“While video on demand (VOD) has been the main growth driver of ad-supported streaming in the Southeast Asia region, we can expect programmatic addressable, live sports, and free ad-suppoted television (FAST) adoption to also influence the growth of ad-supported streaming in the future. With linear TV now increasingly consumed in streaming environments, this opens up the opportunity to reach addressable audiences at scale,” he said.
Buxton further added, “Consumption of live sports on streaming platforms is also experiencing growing momentum, according to our research, and we expect this upward trajectory to continue, generating more opportunities. FAST adoption has been on the rise across the US and EMEA and is now starting to gain momentum across SEA, with device manufacturers and broadcasters launching more FAST channels to cater to a variety of user interests. All of this will enable advertisers to reach audiences more effectively and at greater scale.”
When asked what advice would brands consider when placing ads on as-supported streaming platforms, he said that brands should seek out and work with providers who have an understanding of the nuances of the streaming market across the SEA region. Moreover, it is also important that partners have direct relationships with streaming platforms and can provide transparency into media planning and reporting across these platforms, as well as the programmatic capabilities to maximise scale.
“As media owners continue to invest in quality content and internet-connected device ownership increases, Southeast Asia’s streaming TV ecosystem offers significant opportunities and benefits to advertisers looking to reach highly engaged audiences across all devices. For those that are newer to streaming, now is the time to dive in and test campaigns to become more familiar with the format, while those already investing should extend these investments across multiple streaming platforms and devices to capitalize on the current growth of CTV in addition to other screens,” he concluded.
New York, USA – Global independent sell-side advertising company Magnite has announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s extensive omnichannel inventory. With this, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance.
As part of the partnership, Magnite will offer Green Media Products (GMPs) powered by Scope3 data. GMPs enable advertisers and media buyers to easily identify supply paths that inherently block climate risk (high carbon) inventory.
Scope3 built and uses the industry’s granular and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising.
Sean Buckley, chief revenue officer at Magnite, said, “Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future.”
He added, “Digital advertising is inherently an energy-intensive business given the high level of data processing required. We recognise and seek to minimise our environmental impact as the largest independent SSP and want to help our clients do the same. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy-efficient practices while also improving advertising outcomes.”
Meanwhile, Brenda Tuohig, chief commercial officer at Scope3, commented, “The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact.”
She added, “Our partnership represents yet another key building block in our mission to achieve a decarbonised ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.”
Singapore – Marcus Pousette, most recently the managing director for Southeast Asia at Channel Factory, has joined Magnite as its senior director for business development in Asia. In his new role, Pousette will be responsible for supporting and accelerating the growth of Magnite throughout Asia by growing new and existing strategic supply partnerships across the Asia region.
His role at Magnite will also specialise in focusing on video streaming and omnichannel partners. He will also play an important role in driving publisher adoption of key platform tools and features, including Magnite Streaming, to enable them to capitalise upon the growing streaming opportunity in the region.
Prior to his role at Channel Factory, Marcus was the country manager for Southeast Asia, Greater China and South Korea at PubMatic, where he spearheaded the company’s operations, growth, and expansion across the Asian region.
In all, Pousette brings with him more than 10 years of experience in the digital advertising space.
Speaking on his new role, he said, “I’m thrilled to join the team at Magnite and to be working closely with Gavin and the wider team in some of the largest emerging digital markets globally. I look forward to bringing the benefits of Magnite’s omnichannel capabilities to Asian publishers.”
Meanwhile, Gavin Buxton, managing director for Asia at Magnite, commented, “I’m excited to have Marcus on board and looking forward to the fresh perspective he’ll bring to the team here in Asia. His impressive breadth of experience and relationships across the industry will be critical in accelerating our growth in the region.”
Sydney, Australia – Independent omnichannel sell-side advertising platform Magnite has announced the launch of its singular supply side platform (SSP) Magnite Streaming, which combines technology from the Magnite CTV and SpotX platforms.
Magnite Streaming empowers media owners to maximise the value of their assets holistically across live and VOD inventory, CTV and OTT environments, and addressable linear, while gaining insights to more efficiently and effectively drive their businesses.
Some of its CTV and OTT clients include Nine, TVNZ, Emtek Digital and Samsung Ads. Magnite Streaming also provides advertisers with unparalleled access to CTV and OTT inventory, audience targeting capabilities and real-time reporting.
The SSP’s features include comprehensive seller deal management capabilities to monetise all types of long-form video content, inventory curation tools purpose-built for video such as advanced podding, frequency capping and reserved/upfront inventory management, and multi-faceted audience activation features including seller defined audiences, third-party data integrations, and secure data matching, amongst others.
Juliette Stead, head of JAPAC at Magnite, commented, “Magnite’s combined expertise across all digital video formats makes us the strongest omnichannel technology provider for premium publishers to count on. Our experienced team is able to effectively address the diverse opportunities and challenges that arise in video advertising, having executed many exciting streaming video campaigns in partnership with leading broadcasters and streaming publishers throughout JAPAC, such as Nine, TVNZ, Emtek Digital and Samsung Ads.”
She added, “Through Magnite Streaming, we’re reinforcing our commitment to address the unique needs of our clients and helping set them up for long term success to propel the progression of ad-supported CTV and OTT.”
The recent SSP launch comes after the recent news of Magnite’s global, two-year expanded partnership with Disney Advertising.
Australia – SpringServe, the ad serving platform acquired by Magnite, has announced the appointment of Mete Bargmann as commercial directorfor JAPAC and Kok On Chew as director of client solutions.
Bargmann will be responsible for planning, developing, and implementing commercial strategies to support and accelerate the growth of SpringServe throughout APAC. He is expected to bring his 15 years of digital advertising experience to the new role.
Prior to joining SpringServe, Bargmann previously held the position of head of business development for Asia at Magnite, working with publishers and broadcasters across Europe and Asia to develop their advertising businesses and strategies.
Meanwhile, Chew will be based in Singapore and will be providing technical support for SpringServe’s product suite in the APAC region.
He is expected to bring his experience in designing and implementing OTT video streaming solutions in the media technology sector to his new position.
Before SpringServe, Chew previously spent 18 years working at Harmonic, Inc. as presales and SaaS manager where he handled architectural design efforts and implementation of cloud-based OTT video streaming solutions, amongst other responsibilities.
Magnite has also previously acquired revenue management platform Carbon to accelerate publisher audience activation.
Singapore – Society Pass, through its digital advertising arm Thoughtful Media Group, has recently announced that it is teaming up with global independent omnichannel sell-side advertising platform Magnite to create a retail media network in Southeast Asia through delivering targeted content, messaging, and experiences to the region’s concentrated populations of online consumers and merchants.
The TMG Media Network offers brand advertisers exposure to consumers in Vietnam, Indonesia, Philippines, Singapore, and Thailand, including the more than 3.3 million registered consumers on SoPa’s ecosystem. The network features premium inventory spanning its owned channels and the wider web, including display, mobile, video, social and digital out-of-home when fully deployed.
Meanwhile, Magnite enables programmatic activation and expands demand facilitation for TMG Media Network across its omnichannel inventory. Advertisers and publishers are then able to activate data from TMG Media Network through Magnite, unlocking new opportunities to reach audiences at scale across ad formats for brands.
Dennis Nguyen, chairman at Thoughtful Media Group, explains, “We are excited to launch the TMG Media Network, which provides advertisers access to influencer content creation, highly targeted 1st party e-commerce data, and social commerce opportunities at scale. As a leading retail marketing solution in SEA, the TMG Media Network incorporates a multi-faceted, data-driven approach to audience reach, engagement, and conversion, which provides for a more impactful brand and consumer experience.”
He added, “And as data-driven social commerce becomes increasingly pervasive, TMG is well-positioned to power the region’s first media and advertising network with an end-to-end content, data, and supply solutions.”
Meanwhile, Gavin Buxton, managing director for Asia at Magnite, stated, “We are excited to work with one of Southeast Asia’s most innovative brands and platforms to drive meaningful growth through game-changing content, data, and technology. Activating SoPa’s expansive and growing audience data to scale impactful, multi-channel experiences shapes the way consumers engage and interact with brands.”
The recent partnership with Magnite comes weeks after Society Pass welcomed Rokas Sidlauskas as its newest chief marketing officer, as well as the recent beta launch of their loyalty app. Thoughtful Media Group is one of the many acquisitions Society Pass made, including Philippine delivery platforms Mangan and Pushkart.ph, and Vietnam-based delivery service Handycart under Dream Space.
New York – Independent omnichannel sell-side advertising platform Magnite has announced their acquisition of Carbon, a first-party platform that consolidates revenue and audience analytics to enable publishers management in real-time.
Through the acquisition, the publisher-first audience technology that the Carbon team has built and leveraged with Magnite’s scale and global footprint will create meaningful opportunities for media owners and advertisers to further their reach and enhance the value of their advertising.
In addition, the acquisition accelerates Magnite’s goals of seller-first, privacy-focused identity and audience solutions focused around first-party segments and bolsters the product and engineering teams in this critical area. The buyout between the two organisations was completed through an asset purchase.
Adam Soroca, chief product officer at Magnite, said, “We believe seller-defined audiences will be a core part of the future of identity and addressability. CTV sellers have valuable viewer data that makes them well-positioned to create unique first-party data and we expect their demands around addressability to become more pronounced. As it relates to the open web, the likely deprecation of the third-party cookie means publisher-centric identity solutions are foundational to the future of advertising.”
Meanwhile, Pete Danks, CEO and founder at Carbon, commented, “Helping publishers be more profitable by providing them with technology to unlock the opportunities within their data has always been core to our mission. We’re excited to further this goal as Magnite and continue to work with publishers to lay the groundwork for a new audience-based advertising paradigm built on sell-side data.”
For this month of August, we see a compelling lineup of top stories in MARKETECH APAC all coming from the area of technology and platforms. As usual, top stories from brands serve as proof of the changing consumer behavior in APAC amid the unprecedented wave of digitization.
For one, a Hong Kong startup is responding to the beat of social commerce in Asia where purchasing through social messaging is growing more mature. With a platform that simplifies customer communications for brands across social messaging apps, the SaaS company sees its presence expanding to Singapore and Malaysia.
Another one is mobile gaming in Indonesia. Indonesia is fast earning its name as the market with the strongest mobile engagement in the Asia region, and a report that entered the list presents insights that turn gaming patterns on their head.
Two global adtech platforms have also inducted leaders into new positions of COO, managing director, and into a role helming partner development in order to bolster their presence in APAC. Meanwhile, a recommendation platform for the open web has also unveiled its string of eight new hires for the ANZ, SEA, and APAC region.
Take a look at the top stories this August. Rankings were based on Google Analytics from the period of 16 July to 15 August.
SeekFlow, the Hong Kong-born SaaS start-up that provides an all-in-one social messaging platform for businesses, is expanding to Singapore and Malaysia. SleekFlow streamlines customer communications in social messaging apps such as WhatsApp, Facebook Messenger, and WeChat through a single platform.
Speaking to MARKETECH APAC, Henson Tsai, the founder and CEO of SleekFlow, shared that the company has always been eyeing to make Singapore its regional hub. Aside from Singapore being the headquarters of many brands and companies, the SleekFlow team also found that there are more people familiar with the SEA market in the country compared to those in Hong Kong, making it the “sensible move.”
Tsai also shared that Indonesia is a target market, where SleekFlow found that 80% of people buy on smartphones with only the remaining 20% buying on desktop.
“If you actually compare Asia with Europe or America, you realize for example, in China, that kind of behavior [which is] buying through social commerce is kind of very mature…clicking through products and paying through chat is a very mature behavior. If you look at Southeast Asia, people actually purchase more often on mobile,” said Tsai.
Eveyone has that kind of experience right where they buy something and want to talk to someone first. I think these kinds of feelings make you feel more privileged, you feel more [ advantageous] over your peers because you have someone to talk to.
Following its acquisition of video ad platform SpotX, global sell-side platform Magnite elevates its leadership to realize the combined capabilities of the two platforms.
New leaders include Gavin Buxton, who has been appointed managing director for Asia at Magnite Asia, and Yogesh Sehgal, who will assume the role of head of partner development at Magnite APAC.
Gavin Buxton, previously the managing director for Asia at SpotX, will be holding the same position for Magnite Asia, while Yogesh Sehgal, Magnite’s former regional manager for the region, has been promoted to the role of head of partner development.
Speaking to Juliette Stead, Magnite’s senior vice president and head of JAPAC, in an exclusive interview, she shared that through this fusion, Magnite will be able to solve the needs of publishers more holistically and ensure that they continue to deliver the services and the tech that everybody has already expected from both sides
Magnite and SpotX have been doing so incredibly well for such a long time, and we want to bring that together, and make sure that we’re not just 1 plus 1 equals 2. The way we see it, we’re better together, and to provide even more for the publishers and buyers in the market.
Juliette Stead, SVP and Head, JAPAC, Magnite
Stead also emphasizes the concept of scale that the newly combined capabilities bring about.
“All of these publishers across all of these platforms provide the buy-side with a scalable alternative to walled gardens, that’s also really brand-safe, and that has a targeting and addressable functionality.”
Global adtech Silverpush, known for its AI-powered contextual video technology, has targeted bolstering its global senior leadership by promoting its current chief revenue officer Kartik Mehta to the new role of chief operating officer.
Silverpush, which currently has presence in the Asia-Pacific (APAC) markets of the Philippines, Malaysia, Indonesia, Vietnam, Japan, and Thailand; targets to penetrate further into the contextual video advertising and moment marketing space.
Speaking to MARKETECH APAC, Mehta shares that in his role, he will be driving the company’s vision that they have set for themselves, adding that they are also pushing their ‘3.0 Agenda’ or a strategy simply called as ‘Pi’, which stands for partnerships and investment which then leads to acquisitions.
“Essentially, all of what we do is going to revolve around these key things. You know, the digital media industry is growing, and we firmly believe that we need to be true to our vision on what we have set for ourselves, and to be considered as leaders among most-respected companies in the contextual advertising space,” he said.
Part of what Mehta also shared during the exclusive interview surrounds the question of ‘how could we invest in technologies?’, adding that they pose the aforementioned question in a bid to help companies in the region, such as in APAC, who have geographical advantage in their market.
Ever since we started in the adtech space and the privilege we had over the past nine years, we said that everything we’re doing doesn’t rely on any kind of personal identifiers. The technology, which is available today, are eventually what we have progressed hereon, is all very privacy-compliant.
Kartik Mehta, COO, Silverpush
He added, “In terms of APAC perspective, the region today contributes about 65% of the overall company revenue, which means APAC becomes very, very important market for Silverpush in terms of expansion, in terms of what we have to do in our strategy, and within APAC, certain key markets like Southeast Asia and India are going to play a pivotal role in terms of our entire growth strategy.”
In its efforts to bolster the company’s growth and presence in the Asia-Pacific (APAC) market, global recommendation platform Outbrain has signed in eight new hires to serve the diverse needs of clients across said regional market.
Outbrain operates under the premise of generating revenue for online publishers by displaying feeds of content and ads, or boxes of links to pages within a website, that lead to third-party content.
The new hires are led by the new director of sales for SEA, Jovary Jose. He is accompanied then by Nathan Jackson, head of sales APAC at Outbrain; Chermaine Koh, senior account manager at Outbrain; Calista Teo, sales manager for SEA at Outbrain; Daniel Littlepage, director of business operations for APAC; Greg Wood, head of Engage ANZ; Krishan Lal, sales manager for ANZ; Alanna Green, senior account manager for Engage ANZ; and Ana Carolina Garcia, account manager for ANZ.
Speaking to MARKETECH APAC about the latest hires, Jovary states that the company has a strong business growth in the region, noting the latest hires significantly showing a 50% growth of the company’s presence in APAC, focusing more on sales and recommendation teams across the region to support the Outbrain team.
Personally, I’m happy to be involved in Outbrain and growing the APAC team. Coming from a publishing background, I’m thrilled to support quality content and connect advertisers and brands. Again, I love the fact that Outbrain supports publishers, and being from the publisher side for the last decade, the idea of continuing support of publishers like Singapore Press Holdings (SPH) and MediaCorp really appealed to me.
Jovary Jose, Director of Sales, Outbrain
Jose also shared in the same exclusive interview that Outbrain is working on a new hire to work with premium publisher partnerships across the APAC region.
“We are excited to continue innovating and building the best native advertising products for publishers and marketers for many more years to come,” he concluded.
With pandemic restrictions largely disrupting normal human activities, it is no wonder that there has been an exponential rise of modern trends and practices among affected markets, including the prevalence of mobile gaming across a wider demographic.
It is no surprise that our top story for this month concerns the ‘powerhouse’ figure of the Indonesian market when it comes to mobile gaming activity and consumption.
In the latest report released by marketing cloud company InMobi, they have found that aside from the new 46% of respondents saying it is their first time venturing into the mobile gaming space, data also shows that 80% of Indonesian respondents say that they commit to playing mobile games at least once or several times in a day, in which interestingly, the 35-44-year-old bracket showing up as the age demographic with the highest commitment.
In an exclusive interview with MARKETECH APAC, Rishi Bedi, general manager and vice president of Southeast Asia, Japan, and Korea at InMobi notes that mobile gaming has seen a steadfast growth in the region from the one and a half years, adding that Southeast Asia alone has 215 million mobile gaming users, and in Indonesia alone, there has been ‘double the growth’ of mobile gaming users in the particular market.
If we look at the analysis of the data, one that we see is the behavioral patterns of the time of usage of the mobile games, which are very different from what it used to be earlier, now consumers are spending more time through the day, [even] as early as 6 AM. Second is that we have seen a shift in demographics, one per se is that the perception of mobile gamers is young men below 25 years of age, but that’s not the case. We see about 60% to 80% of these [mobile gaming] consumers are above 25 years of age.
Rishi Bedi, GM, VP, SEA, Japan, and Korea, InMobi
When asked for advice for marketers looking to tap into this huge online market of online users, he says that one should first leverage the scale and reach of mobile gaming in the target market, noting the transition of their market.
“There is a huge amount of segmentation possible in mobile gaming, there is diversity [where] you could target the right audience and the desired demographics. There are mobile offerings and a range of other elements that you can leverage that are very unique to mobile gaming, featuring elements like interactivity and augmented reality,” Bedi said.
Watch our exclusive interviews with the brands themselves on the latest episode of MARKETECH APAC Reports, now live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
Indonesia – MNC Group, the integrated media company in SEA, has signed a deal for a new video advertising program with SpotX, the global video advertising and monetization platform, which is now part of the sell-side platform Magnite.
MNC Group is a conglomerate based in Jakarta, Indonesia that specializes in media, finance, property, and natural resources, as well as transportation sectors.
The partnership aims to accelerate inventory monetization for MNC Group’s online streaming services, namely Vision+ and RCTI+.
Vision+ is MNC Group’s OTT video streaming platform that offers premium TV channels and more than 10,000 hours of video on-demand content across international and local genres, while RCTI+ is the latest online streaming service and super app platform launched in 2019 that offers not only a range of MNC content library, catch-up TV features, unaired TV content, and original content production, but also content including news, radio, UGC, and games.
Valencia H. Tanoesoedibjo, MNC Media’s chief operating officer, said that Indonesia has a fast-growing OTT consumer market with a strong demand for local content, and this has placed Vision+’s growth competitively ahead of Netflix and Disney+ in the country.
“Alongside RCTI+ and our strong portfolio of digital business, we’re excited to take our video advertising business to the next level with a programmatic video ad tech leader like SpotX to monetize our inventory and offer a premium audience to regional advertisers,” said Tanoesoedibjo.
Meanwhile, Gavin Buxton, Magnite’s managing director for Asia, commented that they are thrilled to be working with one of the largest local content providers leading the OTT space in the country.
“We’re excited to bring the newly combined strengths of SpotX and Magnite to deliver the best-in-class video advertising solution to content providers and advertisers,” said Buxton.
In April this year, Magnite has closed the acquisition of SpotX, with the aim to create the largest independent CTV and video ad platform.
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