Taipei, Taiwan – Digital signage operator and digital out-of-home (DOOH) media provider PilotTV Media has partnered with adtech Hivestack. Through this partnership, PilotTV will integrate their premium DOOH inventory into the Hivestack supply side platform (SSP).
PilotTV Media’s digital place-based media inventory will be available programmatically to both local and global advertisers via Open Exchange deals and Private Marketplace (PMP) buys. Advertisers will initially have access to six large LED digital screens located in the popular Kaohsiung Metro Stations in Taiwan.
In addition, brands, agencies and omnichannel DSPs both within Taiwan and globally will be able to purchase and run data-driven and highly impactful programmatic DOOH campaigns in the country.
Troy Yang, managing director for North Asia at Hivestack, said, “We are excited to build on the momentum we have already created in North Asia and continue our expansion in Taiwan through this new partnership with PilotTV Media. Our partnership with PilotTV is instrumental in our vision of building up the largest local DOOH marketplace in Taiwan, just like all the other markets we operate in, so buyers can precisely target their audience throughout their path to purchase journey.”
Meanwhile, YF Juan, VP for international operations and infrastructure services at PilotTV, commented, “Hivestack is the natural partner for us in Taiwan given their position as a world leading programmatic DOOH adtech company. Leveraging our existing technical infrastructure, we are excited to partner with a pioneer for programmatic trading to drive growth through DOOH advertising campaigns across our increasingly large network of inventory in Taiwan.”
Recently, Hivestack has announced a partnership with KanBan Culture, a privately owned programmatic DOOH media owner in Taiwan.
Hong Kong – Local rail operator MTR has announced the launch of its programmatic trading offering, across its network composed of 418 digital panels in 51 MTR stations in Hong Kong.
This new automated programmatic planning and trading offering will accelerate the growth of Out-of-Home (OOH) advertising, connecting advertisers and MTR advertising in a premium marketplace, combining audience targeting and impression data to create an intelligent, automatic and advanced DOOH trading solution to meet Hong Kong marketers’ needs.
MTR advertising is utilising this new technological media trading solution to meet the new expectations of its clients and to increase the competitiveness of MTR DOOH in the market. The new pDOOH offering gives advertisers considerable flexibility to optimise playout for maximum efficiency and to accommodate a flexible range of campaign budgets, ad duration and shares of time.
Advertisers can choose among different trading models through a private marketplace (PMP) and can trade by either guaranteed price & impression (GPI), guaranteed price (GP) or non-guaranteed (NG) floor price via their demand-side platform (DSP), based on CPM (cost per thousand impressions).
Teresa Fung, chief media and business development manager for Hong Kong Transport Services at MTR Corporation, said, “We are excited to be the first metro in Asia to offer Programmatic Digital Out-of-Home as it is further enhancing our digital transformation journey. We believe that programmatic DOOH is the latest market-driven solution to cater to marketer’s needs to target specific audience(s) efficiently.”
She added, “Together with smart technology, MTR advertising provides a flexible and effective platform for advertisers to showcase their digital creativity and facilitates dynamic and engaging advertising campaigns. This not only brings greater commercial value to advertisers, but also optimises the passengers’ journeys with more new experiences and meaningful engagements.”
MTR advertising strategically partners with VIOOH, a leading supply-side platform (SSP), who trades with over 35 DSP partners globally, including Hivestack, The Trade Desk and Yahoo, among others. This latest pDOOH offering will optimise MTR advertising campaign performance and can enable seamless online planning to offline outdoor advertising (O2O) through greater flexibility and agility.
Meanwhile, Shirley Chan, managing director at JCDecaux Transport, commented, “With the rapid development and growing demand for DOOH, programmatic trading has become an irresistible trend. We are excited that MTR advertising is achieving another important milestone by connecting to the programmatic digital ecosystem. MTR advertising programmatic trading can deliver brands greater efficiency, transparency, brand-safety, and measurable advertising, while also linking brands to the right target audience at the right time and right moment, in the right location, and with the right message to optimise deliveries of clients’ campaigns across the MTR network successfully. Our passion and aim are to enhance the position of MTR advertising as the pioneer in OOH digital transformation and we are confident that advertisers and agencies will seize this irresistible new opportunity.”
Lastly, Jean-Christophe Conti, chief executive officer at VIOOH, added, “We’re thrilled to participate in this programmatic offering across the MTR network in Hong Kong. It’s an exciting time for the digital out of home industry as programmatic adoption takes off globally, especially in Hong Kong where 94% of media agencies and leading brand executives stated they plan to integrate programmatic DOOH within the next 18 months. This reiterates to us that the future of pDOOH in this region is looking strong and it’s a big opportunity for the DOOH industry.”
Mumbai, India – Programmatic digital out-of-home (DOOH) player Lemma has announced its independent supply side platform (SSP) for its DOOH offering. In addition, it also aims to address the imperative need of transparency for measuring return of investment (ROI) on DOOH spent by advertisers.
The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of trust and transparency. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.
In addition, Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of MediaMath, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.
Commenting on the launch, Gulab Patil, founder and CEO at Lemma, said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practised without any compromises from either side.”
He added, “Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.”
As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select locations and screens. This will ensure that no ad is shown when the audience footfall is below accepted levels.
Location parameters are also set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which is then matched with the campaign parameters to trigger the displays.
New York, USA – Media measurement and analytics company Comscore and adtech Tremor International have announced a partnership to deliver expanded programmatic CTV audience engagement, which will enable advertisers to reach relevant audiences and publishers to maximise yield on their digital advertising inventory.
Through the partnership, Comscore’s next generation cookie-free ‘Predictive Audiences’ are now available for activation across Tremor International’s end-to-end platform, which encompasses the Tremor Video DSP and the Unruly SSP.
Both clients of Comscore and Tremor International will be able to leverage cookie-free pre-bid audience targeting across desktop, mobile and CTV. Advertisers within the platform will be able to reach granular behavioural audiences based on video-level contextual signals, particularly within CTV environments.
“As the leading solution in-market for creating a crosswalk between deterministic audience behaviours and privacy-forward contextual signals, Comscore’s Predictive Audiences drive next-level campaign performance for advertisers on Tremor International’s platform,” Tremor International said in a press statement.
Lee Blickstein, vice president for activation solutions at Comscore, said, “We are excited to partner with Tremor International to advance the CTV industry with more effective programmatic advertising. Traditionally, advertisers had to choose between high performing audience targeting tactics and future-proof solutions. Now with Tremor International, we are breaking down this barrier and taking a big step forward in what advertisers can expect from their CTV campaign performance.”
Meanwhile, Jessica La Rosa, VP of partnerships and data operations at Tremor International, commented, “As marketers introduce CTV into their mix, Tremor International is thinking about how we can introduce strong solutions at the outset, so our buyers can build and learn from compelling, relevant ad campaigns for the long-term.”
She added, “We are excited to partner with Comscore on this offering, as it provides a contextual-based solution to the standard third-party audience targeting, which is today powered by cookie IDs and MAIDs. Advertisers get the advantages of the same type of precise and granular audience reach, in a solution that works globally, and in a privacy-compliant manner, across all platforms, especially CTV.”
Singapore – Ever since tech juggernauts such as Google and Apple have announced that they are putting down an iron fist on privacy, the world of digital advertising has been shaken with brands and marketers suddenly thrust to the challenge of uncompromised campaigns even with the absence of what have been their cornerstone – third-party cookies.
Due to this looming challenge, conversations around viable solutions spurred, but the industry, looking ahead to being crippled by an end of an era, would need more definitive answers to break down the perplexity of a cookie-less world.
This is why MARKETECH APAC, the digital media for the marketing and advertising industry in APAC, in partnership with Oracle, is taking the wheel to steer the discussion into what presents to be a top effective strategy for this dilemma – loyalty marketing. Happening on April 28, 2022, the webinar ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, aims to unravel the practicability and sensibility of loyalty-focused solutions on keeping the quality of brands’ marketing intact amid a more privacy-driven digital landscape.
We have gathered marketing leaders in the region from the industries of media, imaging, and technology, to help shine light on how loyalty, put at the heart of our marketing arsenal, can help us thrive in this entirely new environment.
Joining the industry discussion are Norsiah Juriani Johari, the vice president of product marketing at Astro Malaysia; Anvey Factora, the head of marketing communications, e-commerce and retail of Canon Philippines; and Lisa Collins, the director of customer experience strategy at Oracle.
Each of them will be sharing their expert views on why loyalty is never dead, and why it matters in a cookie-less world as well as the personalisation strategies that work best to boost brand loyalty in Southeast Asia markets. Furthermore, they will also be discussing the role of data in creating future-ready loyalty marketing.
Shaina Teope, the regional editor of MARKETECH APAC, commented, “I believe that as we put an end to what has been a fixture in our marketing gameplans, we are called to be overprepared and be more than ready for such tricky independence. This is the worthy price to pay for a much safer digital landscape, and we’re here to show you how loyalty marketing can warrant an answer.”
Toronto, Canada – Global independent programmatic digital out of home (DOOH) ad tech company Hivestack has announced the appointment of Kira LeBlanc as its newest global chief marketing officer, effective 1 April this year and will be responsible for leading the team responsible for the company’s global marketing across all of its over 25 markets.
LeBlanc will report directly to Andreas Soupliotis, co-founder and CEO of Hivestack, working closely with the C-suite team at Hivestack. She will lead and scale the global marketing team that includes digital marketing, product marketing, content, communications, localization, creative as well as the regional marketing leads across EMEA, the Americas and APAC.
She first joined Hivestack in early 2021 when the company announced its global expansion and has since expanded her role to VP of global marketing. Prior to Hivestack, LeBlanc held positions at globally scaled organisations such as AOL, Oath, Verizon Media (now Yahoo) and several other digital media companies, along with her former work as a consultant supporting small and medium businesses and start-ups working on digital transformation.
According to Hivestack, continued development of the global Hivestack brand and operations will be a crucial part of the role but it will also be expected that the CMO brings a wealth of experience working with international markets which require a focus on building localised, relevant and authentic narratives.
Speaking about her appointment, she said, “It’s an honour to become a member of such a high performance C-Suite team. Leading Hivetsack’s marketing and brand strategy during such a transformative time for our industry is an incredible opportunity. As Global CMO I look forward to delivering across several key priorities, including driving meaningful connections with DOOH publishers to ensure they benefit from programmatic monetization via our SSP/Exchange and ensuring they understand how they can maximise yield across programmatic and direct sales channels via the Hivestack Ad Server and our recently announced Yield Optimization solution.”
She added, “On the other side, I will seek to evangelise to global agency and brand partners that they can plan, activate and measure DOOH globally with great precision via our state-of-the art, audience-driven DSP, or by working with our brilliant omni-channel DSP partners. Put succinctly, I am thrilled to help shape the future of programmatic DOOH as Hivestack’s global CMO.”
Meanwhile, Soupliotis shared, “I am so very thrilled to offer the well-deserved appointment of Global Chief Marketing Officer to Kira. Kira has demonstrated a unique ability to dig deep into the business while maintaining a prudent peripheral view of the industry. Since joining Hivestack last year, she has played an integral role in supporting the growth of our global operations and business development, building out our multi-language digital and social media ecosystem, growing our team and the necessary infrastructure for our marketing operations across countless new markets.”
He added, “Her commitment to authenticity and detail is unparalleled which has allowed for her to execute both a global and local strategy without losing the important nuances of each. I am thrilled to have her join the C-Suite at Hivestack alongside our talented global leadership team.”
Singapore – Huawei Mobile Services (HMS) has recently unveiled enhancements to HUAWEI Ads, its programmatic digital advertising platform, in the Mobile World Congress (MWC) 2022, which ran from 28 February to 3 March in Barcelona, Spain.
HUAWEI Ads is a programmatic advertising marketplace designed specifically to enable advertisers and brands to reach and directly engage with Huawei smart device and app users. One of the new features showcased is its enhanced Universal App Campaigns (UAC) mode, where advertisers now only need to upload three ad creatives to enable the system to automatically generate more than 400 variations based on the original versions. The UAC mode also enables intelligent image creation and personalised colour matching to feed ads based on the user’s preference.
In addition, HUAWEI Ads has introduced ‘preset templates’ in the platform for advertisers to create customised ad landing pages with features such as lead generation form at ease.
HUAWEI Ads has now expanded its operation to over 170 countries and regions worldwide. In addition to the full suite of Huawei’s native app resources such as AppGallery, Petal Search, and HUAWEI Video, there are over 36,000 third-party publishers and SSP platforms aggregated into the HUAWEI Ads network. Additionally, HUAWEI Ads provides tools such as Smart Bidding and Smart Banners with the aim to give advertisers more control over the ad settings.
New Zealand – Out-of-home media company JCDecaux New Zealand today announced the launch of programmatic trading across its roadside digital large format network, nationally across New Zealand. The new offering is in partnership with VIOOH, the premium global digital out-of-home (DOOH) marketplace.
JCDecaux PROGRAMMATIC is DSP agnostic and, through VIOOH, is currently integrated with Vistar, Yahoo and Hivestack. The entire suite of JCDecaux’s digital large format portfolio – over 40 sites nationally – will be available to trade programmatically.
Furthermore, to ensure that every potential advertiser can access JCDecaux’s full suite of inventory, JCDecaux is guaranteeing supply for programmatic advertisers by setting aside five per cent of the share of time on every digital screen to programmatic campaigns published via the VIOOH platform. The company said that this allocated share of time is expected to increase as demand for the offering grows.
Kurt Malcolm, trading and innovations director at JCDecaux, shared that they’ve had considerable interest in the roadside portfolio being made available to trade programmatically and are seeing huge potential in this product.
“Our programmatic offering will deliver increased campaign flexibility and measurability, and make JCDecaux’s Digital Large Format network accessible to more advertisers than ever before,” said Malcom.
JCDecaux’s roadside programmatic offering follows the launch of JCDecaux PROGRAMMATIC in airports in New Zealand in November 2021. In the same period, the company has also won the tender to be the exclusive OOH advertising partner for the Adelaide Railway Station in Australia.
Our lives have transitioned online, powering a digital revolution. Connected TV (CTV) and over-the-top (OTT) has overtaken the linear TV experience, moving past video-on-demand (VOD) to everyday programming, movies, live streams, and so much more. An Integral Ad Science (IAS) study found that CTV has become mainstream in key APAC markets; 7 in 10 consumers in Indonesia have access to a CTV device, and a whopping 92% of consumers increased their consumption of streaming content during COVID-19.
Meanwhile, nearly 9 in 10 people stream content on CTV devices in Australia, and the story is similar in other markets. SpotX research earlier this year found that 68.5% of consumers regularly watch OTT in APAC, predominantly through mobile devices. In more developed markets like Japan, Singapore, and Australia, CTV is also gaining popularity.
Most viewers seek free or low-cost, ad-supported video-on-demand services as they feel the increased strain on their wallets. According to the IAS report, 84% of OTT viewers in Indonesia are willing to see ads in exchange for free streaming content over a paid ad-free service.
Programmatic opportunity in OTT and CTV
Traditionally, TV and OTT ad buys happened separately; however, advertisers increasingly consider them together, indicating an increasing trend of all TV transactions digitally. The efficiencies of programmatic buying and the opportunities to apply data to reach specific audience segments are huge benefits, accelerating the shift of traditional TV budgets to digital channels, especially when it comes to CTV and OTT inventory.
According to eMarketer, CTV programmatic video ad spend in the US is expected to exceed $6.73b in 2021 — accounting for 58.9% of US CTV video ad spend. The majority will be a private marketplace (PMP) and programmatic guaranteed deals, with rates often negotiated upfront. In APAC, many publishers predict more robust growth in CTV spending than their US peers, with a 34% rise in ad spend over the next 12 months compared with 20% for the US. The industry is working on advances in technology to allow a greater degree of addressability in CTV and more sophisticated decisioning for programmatic guaranteed buys across all video channels.
As programmatic OTT opportunities grow, streaming content creators and services will look to optimise yield while preserving a TV-like viewer experience. Programmatic technology is evolving to meet these complex needs of advertisers and publishers, and OTT header bidding has emerged as a powerful solution.
Safeguarding CTV inventory
Video content presents an immense opportunity for publishers and advertisers to maximise reach and revenue. However, with the proliferation of SSPs in the market, publishers can find it challenging to manage multiple integrations and optimise yield.
The demand for CTV advertising is growing exponentially, fueled by increased targeting options, measurement, and transparency as part of programmatic buying. This will continue to open doors for advertisers to reach expansive audiences more efficiently and engagingly. Yet, CTV measurement is still evolving. Partnering with a trusted digital media quality provider can greatly help brands and publishers navigate this changing landscape. This will enhance advertisers’ confidence in OTT and CTV advertising while increasing opportunities for publishers.
Measurement will fuel the future of CTV advertising
During the pandemic, Connected TV (CTV) became the go-to video source for millions of homebound viewers. eMarketer estimates that advertisers will invest over USD$14.4b (£10.8bn) into CTV this year, growing to surpass USD$24.7bn (£18.5bn) by 2024. According to IAS’ Streaming Wars CTV study, CTV has become mainstream in Indonesia and Australia, with the majority of consumers having access to it and a whopping majority of respondents preferring the AVOD model and willing to see ads in exchange for free streaming video. CTV also remained the most viewable format overall, reaching 93.2% in H1 2021 according to our media quality report.
CTV, while still nascent in the region, offers a great advantage for marketers, combining the scale and attention achieved via traditional TV with the precision of digital. Across APAC, CTV viewers are watching for longer periods of time and choosing longer videos. Viewers are also watching a variety of content – from sports and travel to cooking and more.
We expect CTV consumption to grow in 2022 with the discoverability of content on CTV becoming a key focus. AVOD models have increased as video consumption increases, underpinned by the rapid growth of CTV the control and scale provided by programmatic will become even more essential. With the programmatic technology evolving, programmatic will not only facilitate investment into quality impressions but also drive value beyond verification with privacy-compliant, contextual avoidance, and targeting combined with enriched channel-level insights.
This article was written by Laura Quigley, SVP for APAC at IAS.
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.
Marilyn Monroe once said that “within crisis are the seeds of opportunity.” These words of wisdom are particularly relevant today as the COVID-19 pandemic continues to disrupt and change business across industries. The pandemic has changed consumer behaviour, and advertising has needed to stay nimble and adjust to these behavioural changes, but these changes also present smart advertisers with great opportunities.
A surge in digital transformation is shifting more ad dollars to the digital realm, and as marketers look to get extra bang for their increasingly valued buck, they are turning to channels like programmatic. Results from the recent OpenX & ExchangeWire report on ‘The State of Programmatic in JAPAC – 2021’ show that 30% of surveyed media professionals reported a higher programmatic spend (or higher programmatic revenue for publishers) when compared to pre-pandemic figures.
In fact, nearly 60% of the firms surveyed for the OpenX report are either generating at least 40% of their revenue from programmatic or spending 40% of their media investment on it, highlighting that programmatic has reached a new maturity level in JAPAC, where overall programmatic knowledge, understanding, and appreciation have significantly advanced across all markets.
While this all paints a positive picture for programmatic, the market still has a lot of room to grow, and there are still lingering challenges such as fraud and replacing the third-party cookie that must be addressed to help convince more agencies and brands to shift more dollars into the space.
Avoiding fraud and embracing SPO in programmatic
It’s only natural that programmatic’s rapid growth has spurred fraud and quality control concerns among brands. According to Integral Ad Science, Singapore and Japan reported the world’s highest fraud rates on desktop display and mobile web environments respectively in H1 2021. In our report, almost 90% of publishers express at least some concern about fraud.
This is an issue that will require a multi-faceted solution, but one approach that the buy-side can take is supply path optimisation (SPO), which is a process that lets advertisers reduce their supply-side ad tech partners and create a preferred list of trusted companies that meet their various needs and can deliver the best results.
Undertaking the SPO process is an ideal way for a marketer to figure out which partners are driving the most value, and at the same time, it will decrease the chances of marketers working with lower quality partners that may have fraudulent practices. A staggering 84% of brands say they have run an SPO review in the past 18 months, or plan to do so within the next six months.
Beyond utilising SPO, brands can also fight fraud by working with partners that are compliant with industry-wide standards created by industry watchdogs like the Internet Advertising Bureau (IAB) and Trustworthy Accountability Group (TAG).
First-party data and third-party cookie concerns
When looking at macro trends in the industry, the eventual removal of third-party cookies is another concern, particularly in India, Indonesia, and Australia. More than 65% of brands say they are uneasy about eventual cookie depreciation and the effect of Identifier for Advertisers (IDFA), with publishers reporting even more trepidation than buyers.
Going into 2022, the solution that the industry seems most excited about is first-party data. 80% of the surveyed JAPAC agency and brand professionals confirmed having access to first-party data, and more than 30% of publishers are spending more to obtain first-party data. Having access to first-party data is only part of the battle though, and marketers and publishers need help activating it.
This is an area where ad-tech can step in, and marketers are increasingly relying on supply-side platforms (SSP), ad exchanges, and DSPs to help them make the most of their first-party data, and use it to run effective audience targeting.
A smarter way to advertise
Programmatic advertising is not just a way of the future, but it is the reality of our present as digital ad spend continues to expand. APAC digital spend is forecasted to expand 12.8% this year, reaching USD124.5 billion, 54% of total spending.
Marketers today have a tough challenge – how to navigate the ever-changing digital media landscape, in the middle of a pandemic, while also planning for the future. Programmatic advertising is proving to be the channel that lets them do both, as they can drive successful campaigns today, while also experimenting with new formats, new ways to use data and other advances in programmatic that seem to be happening almost daily.
This article is written by Andrew Tu, managing director of OpenX for APAC.
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