Tag: Partnerships

Sydney, Australia – As more and more brands seek to measure their brand campaigns across all digital media, marketing cloud InMobi has announced a new partnership with technology company The Trade Desk to cater to this growing need among marketers by making their respective platforms available to clients accordingly.

Through the partnership, InMobi’s mobile-first consumer intelligence platform – InMobi Pulse, will be made available on The Trade Desk’s demand side platform (DSP). Such use of these in-app brand lift surveys that are delivered programmatically can aid brands to measure metrics such as brand awareness, favorability, intent to purchase and other metrics that determine campaign effectiveness.

Vivek Misra, senior director for data partnerships at The Trade Desk said that they are thrilled to partner with InMobi, and aim to make it easy for marketers to access reliable and affordable brand lift studies from within their platform.

“Marketers are under more pressure than ever to demonstrate the impact of their advertising dollars. The Trade Desk is committed to giving advertisers more options to measure the value of their ad spend and prove their marketing investments are driving business results,” Misra said.

Meanwhile, Vasuta Agarwal, managing director for Asia Pacific at InMobi, commented, “This proposition by InMobi Pulse gives digital marketers an efficient, accurate and unbiased means to establish the efficacy of their campaigns. Marketers can accurately deliver in-app surveys to an exposed group which has seen the ads and to a control group which has not seen the ad. Through the difference in brand metrics between the two groups, the true impact of a campaign can be measured.”

InMobi also noted that the brand lift study can be deployed for a single creative or the entire campaign, based on the metrics the brand intends to measure. Advertisers can measure ad recall, awareness, consideration, favourability and purchase intent using the InMobi Pulse BLS on The Trade Desk’s platform.

InMobi’s latest partnership comes in line with the company’s recent goals to take their marketing cloud service globally, which led to the appointment of Krista Thomas as the company’s senior vice president and head of marketing for its marketing cloud division.

At the APAC level, InMobi has also shown its growth in the region, including senior appointments for its ANZ division, and with other corporate partnerships such as with Prebid.org and Gojek.

Tel Aviv, Israel – Global in-game advertising platform Anzu has announced a new global deal with media company Verizon Media to bring Anzu’s fully-blended in-game advertising to ad platforms hosted by Verizon Media.

Verizon Media has established itself as a forward-thinking media brand that provides its clients with access to next-generation advertising opportunities across established and emerging platforms and channels. Its already strong foothold in the gaming industry will be bolstered by the partnership with Anzu.

Through the deal, Verizon Media advertisers will benefit from Anzu’s exclusive partnership with popular game publishers such Vivid Games, Toplitz Productions, Axis Games, to name a few. Clients will also be able to connect in-game with Xbox gamers as Anzu is the only platform of its kind licensed under the Xbox Tools and Middleware program.

“Our new partnership with Verizon Media is a testament to Anzu’s platform and strengthens our position as a leader in the in-game advertising industry. We are pleased to welcome Verizon Media advertisers to our platform and provide them with exclusive opportunities to deliver their campaigns to a growing and receptive gaming audience,” said Yaniv Rozenweig, director of business operations at Anzu.

Meanwhile, Kristiana Carlet, VP for international sales at Verizon Media, commented that they have been always on the lookout for new partnerships that help connect their advertisers and media partners to premium, engaged audiences through creative campaigns and innovative context and formats.

“We see an increasing demand for in-game advertising opportunities from clients across our global markets. This partnership with Anzu continues to build out our strong gaming credentials, supplying our ecosystem with even more premium advertising opportunities,” Carlet said.

Just recently, It was announced that 90% of Verizon Media’s division had been acquired by investment management firm Apollo Global Management for roughly US$5b, and will be known as ‘Yahoo!’ following the closure of the deal. Meanwhile, Anzu has also been ramping up its operations, recently announcing its new partner in China, Chen Zeng, as well as forging partnerships with companies such as Eskimi and AdColony similarly to bring in-game advertising to a greater reach.

Singapore – Brightcove, a global software company catered to providing video for business, has announced a new partnership with e-commerce giant Alibaba to enable video content delivery to businesses in China, now made possible through the Brightcove Cloud Delivery.

Powered by Alibaba Cloud, said solution will be the first video provider to enable on-demand video streaming into the nation. The launch caters to the long-time problem businesses in China have dealt with in regards to video content streaming. With the nation’s strict blockade from outside media, some companies have suffered video loading or analytics failures; others have been blacklisted for lack of an in-country domain and license. 

Furthermore, Brightcove China Delivery via Alibaba Cloud enables customers to execute a single video distribution strategy worldwide. As they do for other countries, Brightcove content owners can use a simple checkbox interface to start distributing video in China and analyze its performance.

“We’re pleased to finally enable customers to stream video within China. No longer is there a separate, complex, and disappointing process for attempting video-driven business in China. We are opening the country for business for our customers securely and reliably,” said Namita Dhallan, chief product officer at Brightcove.

Brightcove’s expansion into the Chinese market, as market research by eMarketer shows that the country is projected to have an e-commerce ‘boom’, valued at US$2.8t, which at the same time entails corporate communications divisions to continue to engage employees with more video.

“Our solution allows you to easily create a single video strategy and workflow that works around the world, including China. And it’s all backed by the reliability, scalability, and security of the Brightcove platform to bring you the extraordinary growth opportunities the Chinese market offers,” the company said in a press statement.

Sydney, Australia – Integral Ad Science, a global digital ad verification company, has announced a new partnership alongside the ANZ arm of advertising and public relations company dentsu to make IAS’ Total Visibility product more accessible to local advertisers.

‘Total Visibility’ allows advertisers to see not only the percentage of wasted media but also the financial impact, allowing them to optimize campaigns toward paths and publishers that are delivering cost-efficient and quality media. 

Using a single tag, Total Visibility provides access to the cost of video impressions that were partially viewed, mostly viewed, completely viewed or not viewed at all. Advertisers can then refine verification settings to reduce waste and better utilize every media dollar.

Dentsu is the latest to partner with IAS, furthering its commitment to deliver a comprehensive set of programmatic transparency solutions for marketers who need their campaigns to be highly effective and cost-efficient. Dentsu will now be able to combine the power of IAS’s Quality Impressions™ metric, with programmatic cost and the supply path data to inform and optimize their programmatic buying strategies while also driving media cost efficiencies for their clients.

Angela Tangas, CEO at dentsu ANZ, stated that advertiser clients want greater visibility on the full programmatic supply chain and to understand where their money is being invested end-to-end, just as consumers want to know how their products are made, where they are sourced from, and whether ethical and equitable practices are used in the supply chain.

“We’re committed to driving trust and transparency across all our media and digital advertising practices. Partnering with the IAS, a market leader in digital ad verification, to offer our clients access to a tool like Total Visibility is an important step to building trust and credibility in our industry,” Tangas stated.

Meanwhile, Jessica Miles, country manager at IAS ANZ, commented, “Programmatic advertising growth in Australia and New Zealand continues to surpass expectations, and with this partnership, we are bringing even greater transparency to dentsu’s programmatic buys, which is a win for advertisers across the region. 

She added, “With Total Visibility, dentsu ANZ can better understand the percentage of wasted media and the financial impact in real-time, enabling them to optimize client campaigns toward paths and publishers that deliver the highest quality media and cost efficiencies.”

Singapore – To best serve the funneling of advertising dollars spent on digital campaigns, brand agency Superunion has created a web browser extension for Tabfund to empower research and development endeavors by raising research funds.

Tabfund is a web browser extension service that funnels advertising dollars to power global research projects through non-invasive advertising impressions, collected every time a new tab is opened online.

Users who install the browser extension can have the option to donate their ‘tabs’ to preferred research projects across three major areas: Health (COVID-19), New Tech & Environment. As donations are collected from all corners of the globe, real-time data is processed by the platform, allowing people to see the collective impact as it happens for immediate visualisation, as well as receiving a quarterly personal impact report.

Created in collaboration with a team of researchers, Filipa Pinto, Leonardo Machado and Henrique Cardoso, and the Superunion team, Tabfund is designed to address the flawed research funding model and raise awareness of research today.

In a promotional video, they have stated that one of the primary reasons they launched Tabfund was to shed light on the importance of research funding. They stated that despite the significance of research and development, it doesn’t get as much funding resulting in a lot of projects not materializing due to lack of funds.

“The digital platform challenges the preconceived notions of research and reframes it as a place of play, imagination and optimism. The mechanism and technology that Tabfund is leveraging is free from complexity. It’s simple to join and easy to use, becoming an integral part of our daily lives online,” Tabfund said in a press statement.

On its website, it also stated that one of its primary partners is the Institute for Research and Innovation in Health at University of Porto in Portugal, where entitled in its partnership benefit the installation of a laboratory area devoted exclusively to the detection, study and advancement of new solutions to tackle COVID-19 and future emerging pathogens.

Meanwhile, entitled in Superunion’s partnership with Tabfund is to freshen, restructure and consolidate its brand strategy and design. Both companies have shared the belief Tabfund’s mission and its unique place is a fundamentally important idea and solution in today’s society. This shared understanding also encompassed the acknowledgment of the important role that clear and appealing communication has in raising research.

Manila, Philippines – ABS-CBN News Channel (ANC), the news channel arm of PH media conglomerate ABS-CBN, has announced that it is canceling its partnership with Chinatown News TV, a Filipino-owned media news channel broadcast in Chinese and made by the Filipino-Chinese community in the country. This was shortly after the parties announced the tie-up.

The cancellation comes after the network received backlash from the online community, pointing to the irony of establishing a Chinese broadcast in the news channel despite growing tensions between the Philippines and China regarding vessels of the latter that are currently lingering and taking space in the disputed West Philippine Sea.

ABS-CBN has recently covered the West Philippine Sea issue with one of its journalists, Chiara Zambrano, visiting the highly-contested area along with the ABS-CBN team before being chased down by the Chinese Coast Guard.

Ging Reyes, news chief at ABS-CBN, initially defended the partnership, stating that ABS-CBN had editorial control over their content, providing national news stories and ensuring accuracy of the translation from Mandarin to English subtitles.

“ABS-CBN News has vigorously covered these issues, in our pursuit of truth and public enlightenment. But we resist discrimination against any race. or ethnicity. The airing on ANC of Chinatown News should not be equated with the intrusions in the West PH Sea. Chinatown News is produced by fellow Filipinos who belong to the Filipino-Chinese community. They are part of Philippine society,” Reyes said in her Twitter thread.

Despite the defense, many netizens have opposed the partnership.

The Philippine arm of online democratic solidarity movement Milk Tea Alliance stated that Chinatown News TV is also responsible for the controversial music video ‘Iisang Dagat’ (‘One Sea’) co-produced with the Chinese Embassy to the Philippines, as well as spreading media lies about the persecution of Uyghur Muslim minorities in Mainland China.

TV writer and producer Erwin Aurella tweeted that a ‘Chinese propaganda’ video disguised as a ‘Chinese news program’ doesn’t speak to ABS-CBN’s motto of ‘In The Service of the Filipino People’.

In line with the partnership, netizens took to Twitter and mocked the station using the hashtag #ABSCBNTutaNgChina, alluding to the network being a ‘puppy’ of Chinese propaganda.

Controversially, Chinatown News TV also aimed to promote the ‘One Belt, One Road’, a global infrastructure development strategy by the Chinese Communist Party, the sole governing party of the People’s Republic of China.

Jakarta, Indonesia – JD.ID, the Indonesia subsidiary of Chinese commerce platform JD.com, has partnered with engagement platform MoEngage to improve customer retention by bringing highly-personalized, contextualized, and engaging content to its user base of more than 20 million people.

Through the partnership, JD.ID aims to grow its presence throughout Indonesia, targeting second and third-tier cities as well as major metropolitan areas. One of the challenges that come with it is to be able to meet the unique needs of users from different regions. With MoEngage, JD.ID targets to personalize communication to users from different regions at scale and provide relevant, timely information about products and offerings.

For Leo Haryono, CMO at JD.ID, the company has been long committed to supporting both buyers and sellers, helping consumers find the best products while providing retailers with opportunities to effectively showcase their inventory.

His statement is best supported with the growing e-commerce industry in Indonesia with consumers rapidly shifting to digital services for working, socializing, and shopping as a result of the pandemic. As consumers become more digitally savvy, small-medium sized enterprises (SMEs) are motivated to take their businesses online to reach more customers throughout the country. 

“It’s critical that we keep pace with accelerating digitalization and ensure we’re meeting our customers’ needs by delivering them the most relevant information at their point of need. MoEngage is the ideal partner to help us create and distribute timely, personalized content to consumers, helping us to retain current customers, obtain new ones and give our SME sellers access to more business,” Haryono said.

Since its inception, JD.ID has been committed to helping small business owners and entrepreneurs easily showcase their products online, which in turn provides more selection of high-quality products for shoppers.

“MoEngage is dedicated to helping brands achieve and exceed their customer engagement goals, and we’re pleased to be working with JD.ID to help them continue to scale throughout the vast archipelago of Indonesia, reaching more people at the right time with the right products,” said Saurabh Madan, General Manager for SEA and ANZ at MoEngage.

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.

Manila, Philippines – Filipino-born live streaming platform Kumu sees a new wave of streamers on the platform, particularly artists and groups handled by ABS-CBN, one of the country’s largest media conglomerates.

The newly birthed partnership between the two parties entails greater visibility for ABS-CBN’s artists and talents outside of mainstream media, with Kumu providing an alternative channel for said artists to connect with their large fan bases locally.

With more than 100 artists and groups set to stream, some of the personalities include the top and former contestants of the reality show ‘Pinoy Big Brother’, Philippine pop groups MNL48, BINI, BGYO, and several artists from ABS-CBN’s noontime show ‘It’s Showtime’ and from talent houses Star Magic, Star Hunt, Polaris (It’s Showtime talents), Star Music, and RISE Artists Studio.

“Just like the other partnerships between ABS-CBN and Kumu, we are confident that we will be able to achieve our united goal of providing good content and meaningful experiences to our audiences,” said Jamie Lopez, head of digital at ABS-CBN.

In a statement, Kumu said that their partnership with the media conglomerate aligns with the company’s vision of “commitment to highlight Pinoy creativity and to uplift the voices of Filipino talent all around the world.”

“We are proud to be signing more talents to our platform with ABS-CBN and support the creation of positive online content — content that we need now more than ever. We foresee future opportunities to develop these talents’ careers via live streaming — opening doors for new, innovative projects in the streaming space and beyond,” Kumu said. 

The partnership was announced during the conclusion of ABS-CBN’s reality show ‘Pinoy Big Brother’, which was also co-produced by Kumu. Both companies have earlier maintained co-production partnerships, including the 2020 version of the game show ‘Game KNB’.

For Laurenti Dyogi, head of entertainment production at ABS-CBN and head at Star Magic, the parties believe that fans are the winners in this partnership as “they get more opportunity to see their favorite stars in a more casual and informal setting, and even bond with them whenever the artists stream on their official accounts on Kumu.”

“We believe in the unique experience offered by Kumu. It’s a great platform to nurture the connection between the artists and their fans. Many of our stars are actually streaming already on the platform but with this partnership, there will be even more artists coming in to bring light and joy to ‘Kumunizens’,” Dyogi stated.

Adelaide, Australia – Australian rugby league has announced that it has partnered with Australian educational institution Torrens University to be the club’s exclusive education partner for the next two seasons of the rugby league in Australia.

Through the newly-signed partnership, Panthers players, staff, members and corporate partners are given the chance to further their education through a wide variety of courses and study options. For existing Torrens University students, meanwhile, the partnership affords the opportunity to enhance their industry experience through practical internships at Panthers.

Kevin Kingston, Panthers’ wellbeing and education coordinator, said that this partnership will have a profound impact on the league’s players, their club and community.

“We’re delighted to welcome Torrens University into the Panthers family as a new major partner. Their flexible course structures and support services make higher education accessible for all players at Panthers, from our junior representative teams to our National Rugby League (NRL) squad,” Kingston said.

Meanwhile, Jessica Pankiw, pathways and partnerships development manager at Torrens University, said, “We’re thrilled to announce this partnership with Panthers. We currently have over 200 elite athletes studying at Torrens University and we’re excited to now provide all Panthers players with that same opportunity.”

“This partnership will also allow us to connect with the wider Panthers community and showcase our full range of flexible education options,” she added.

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