Tag: Programmatic advertising

Singapore – Global adtech firm Quantcast released its ‘Asia Pacific 2023 Advertising State of Play Report’, which discussed the future of digital advertising, the challenges and opportunities lie ahead for advertisers and agencies, where brands are planning ad spend this financial year, and what barriers stand in the way of programmatic video adoption.

In the report, Quantcast found out that key challenges and barriers were the need to prove return of investment (ROI)/performance and effectiveness, while personalising ads and finding new audiences amidst the global economic downturn.

APAC marketers and agencies identified and are looking to invest in several opportunities including performance-led advertising, business growth, and investing in easy-to-use tools, with programmatic video and search expected to grow significantly in APAC over the next year, particularly as social channels remain critical in countries including Hong Kong, Singapore, Thailand and the Philippines.

With this, data suggests that OTT investment in APAC is expected to grow from US$4.3 billion to US$7.2 billion between 2020 and 2026 – a 67% increase within six years. Linear TV and radio are likely to see the largest decline in media investment, as advertisers lean towards digital experiences. 

Preparing for a cookie-less world is also a priority, with nearly 60% of agencies and just under 43% of brand-side marketers naming it as their top priority for FY 23/24, focusing on cookie-less advertising solutions and getting audience insights through first-party data over the next 12 months.

Sonal Patel, vice president of Quantcast, APAC, said, “In the coming months, we’re expecting to see advertisers continually asked to deliver more value, navigate more technological changes, and get on top of changing consumer behaviour to maximise advertising outcomes. To get ahead, APAC marketers will need to seize the opportunities to build their brands now. Businesses that increase advertising activities during downturns can snag market share from more conservative brands.

Singapore – Mintegral, a programmatic ad platform, has announced today that it joined Google AdMob as a bidding and waterfall SDK network with supported ad formats of interstitial, rewarded, and banner ads. Mintegral’s bidding solution simplifies in-app advertising, connecting premium demand to app businesses looking to scale their revenue worldwide. 

With the support of both in-app bidding and waterfall, developers are able to adopt a flexible bidding strategy to make the most of their inventory and maximise their ad revenue. Integrating with Mintegral’s SDK via Google AdMob, publishers can gain access to Mintegral’s premium global ad demand. Mintegral’s SDK is currently integrated with over 10,000 top publishers, including Voodoo, Azur Games, CrazyLabs, SayGames, Outfit7, PeopleFun, Easybrain, and more. 

Mintegral’s partnered advertisers will also benefit from more high-quality traffic across various verticals, including utility apps, e-commerce, mid-core and hardcore games, hyper-casual and casual games, and more – scaling their UA campaigns to the next level. Powered by leading AI technology such as Dynamic Creative Optimization, Mintegral is dedicated to acquiring the right users by delivering tailored creatives based on their interests and needs, improving UA effectiveness with ease.

“Google AdMob is a powerful tool for app developers’ monetization. Mintegral is excited to participate as a bidding and waterfall SDK network partner within AdMob to help deliver the most competitive demand to global developers,” said Jeff Sue, GM of the Americas at Mintegral.

Along with Google AdMob, Mintegral has integrated with mediation partners, including AppLovin MAX, Unity LevelPlay, DT FairBid, TopOn, and Yandex. Mintegral’s UA and monetization capabilities have been recognized across the industry, with mobile measurement platform, AppsFlyer, recently noting its increased market share and naming it a Top 3 ad network globally. 

Besides Google AdMob, Mintegral will soon join Google Ad Manager as a bidding and waterfall SDK network, empowering a wider range of developers to boost their ad revenue.

Singapore – Lemma, an independent omnichannel Supply Side Platform (SSP), has announced the appointment of Charles Less as regional head for Southeast Asia. Less is formerly of Pancast and in the new role at Lemma, he will be helping to grow its programmatic DOOH business in the SEA region and increase its local presence.

The company said Southeast Asia is a crucial market for its business owing to the growing demand for programmatic DOOH technology in the region. Less’ primary role in the expansion plan will be to define the go-to-market strategy, optimise business models and processes, and cultivate relationships with digital agencies, direct brands, and DOOH screen owners throughout the SEA.

A seasoned sales & advertising business leader with over two decades of experience, Less brings with him a proven acumen in scaling businesses across agencies, corporate media houses, and start-ups. At Pancast, he served as director of revenue and, throughout his career, he’s also held other leadership positions at companies like Iflix, ESPN Star Sports, A+E network, and others.

“Joining Lemma is an exciting opportunity to be part of an organization that is at the forefront of programmatic DOOH technology,” said Less. “I am looking forward to working with the team to drive growth in Southeast Asia and help our clients leverage the power of programmatic DOOH to reach their target audiences effectively.” 

Meanwhile, Gulab Patil, Founder & CEO of Lemma, commented, “Programmatic DOOH continues to scale worldwide, and this media has enormous potential in Southeast Asian markets. Lemma has launched numerous first-to-market programmatic DOOH campaigns and envisions using its technology platform to transform DOOH into mainstream digital. With the addition of Charles to the team, we intend to scale our business to new heights with a powered-packed team, ready to take on a new market.” 

Lemma has over 350k connected screens globally, including a significant share in the SEA region. Notable brands such as HP, OLX, and Guinness have onboarded Lemma’s programmatic DOOH platform, which is integrated with leading global demand-side platforms (DSPs).

Auckland, New Zealand – The privacy-first location-powered programmatic advertising partner Blis has announced the launch of its new product suite, Audience Explorer, into New Zealand, enabling brands and agencies to target their customers to drive key outcomes in the post-cookie world. Launched in 2021 in response to privacy changes by major tech companies, Audience Explorer is made available in the UK, US, Australia, the Netherlands, Italy, and now New Zealand.

Audience Explorer is a visual, real-world planning tool that combines precise location data with hundreds of rich and anonymised third-party signals, ranging from lifestyle characteristics and affinities to browsing and shopping habits, giving brands and media agencies the most holistic view of their customers. Using Audience Explorer, brands are able to discover richer audience insights, ready for activation at scale.

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Emma-Jayne Owens, managing director APAC of Blis, commented, “With market challenges around reach, relevance and measurement set to continue, there is no better time for brands to look to partners who can still deliver the audiences they would otherwise miss. We are delighted to bring Audience Explorer to New Zealand, enabling privacy-first audience insights and campaign scale without the reliance on personal data.”

As the industry pivots away from targeting based on IDs and personal data, brands need to find new ways to drive key business outcomes through personalised and high-performing digital advertising. To address this, Audience Explorer combines data from Blis’ global panel of 370 million opted-in consumers with precise location data and anonymized rich third-party signals.

Based on a deep consumer understanding, brands can serve up relevant ads to customers by understanding consumers’ needs, lifestyles, spending habits, competitor landscape and interests based on privacy-first, anonymized data – what Blis dubs as ‘Dynamic Audience Targeting’.

This new Dynamic Audience Targeting enables Blis to continue developing highly accurate, targeted campaigns for some of New Zealand’s biggest brands without reliance on personal data. Programmatic traders at agencies and brands can also activate these audiences via our self-serve platform or work with Blis on a managed service basis.

Hong Kong – With a greater focus on the Hong Kong and Thailand market, martech and adtech Maadtech is launching its Programmatic 2.0 solutions, featuring new  technology features and campaign performance optimization.

With the latest launch, Maadtech is integrating their data management platform-customer data platform (DMP-CDP) as well as media and campaign optimization tools made available through global partnerships with Adzymic Singapore, Sublime Paris, and others.

In a statement, Wilson Chan, executive director of Maadtech Programmatic, said that the latest product launch aligns with ‘the golden era for Programmatic trading’ as 5G connectivity will lift the programmatic ad spend in Asia from currently USD30Bto over USD50B. 

“Our solution is not only about technology and features. Our mission is to help Asian marketers and advertisers to adopt Programmatic best practices and remain competitive globally, which we are very much behind the western markets in this field,” Chan stated.

He added, “We are currently in development of a client CPD platform solution which will complement our existing products and offer marketers a truly data-driven Programmatic Marketing ‘end-to-end’ solution starting from zero base. We aim to launch this later in the year regionally across Asian markets.”

Founded in 2019, Maadtech integrates adtech and martech solutions under one platform in enabling effective adoption of programmatic advertising in display, social media, and other channels.

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.

Australia – Australia-based cinema and outdoor advertising firm Val Morgan Outdoor (VMO) has evolved its audience measurement platform DART to determine hourly audience data at a screen level, across the locations at which it runs ads such as in retail, health club, and petro-convenience environments. The enhancement is in collaboration with independent marketing effectiveness consultancy Data2Decisions

VMO has already integrated promising features on the previous version of DART such as being able to track those viewing content based on age and gender and the ability to highlight facial features and determine moods. Dubbed as DART R&F, the newly improved platform combines VMO’s facial analytics data with third-party consumer data and machine learning, with its tech building impression scores as well.

“DART represents an enormous wealth of human interaction data that, when calibrated against third-party and independent data sources, it provides a highly accurate and scalable view of true audiences at VMO locations,” said Paul Butler, managing director at VMO.

Meanwhile, the partnership with Data2Decisions will see the consultancy building and verifying the platform’s audience reach methodology, which from today will apply to all campaigns.

Managing Partner of Data2Decisions John Price said, “Using the latest machine learning techniques to combine datasets, we were able to create a prediction model of specific audiences by the hour at an individual screen level. This has helped us, in partnership with VMO, to create reach and frequency calculations that provide the most robust measure of OOH audiences to date.”