ExchangeWire Asia-Pacific Weekly Round-Up
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: data-driven ad spend climbs in Asia, according to MediaQuark survey; MicroAd Singapore is sole investor in Ambient Digital Group’s Series A; former MediaCom APAC top exec joins MediaMath.
Data-driven ad spend climbs in Asia: MediaQuark survey
At least 3 in 4 advertisers in the Asia-Pacific region are planning to expand their use of data, and the majority are keen to do so by tapping third- and first-party data.
According to MediaQuark’s latest programmatic and data survey, more than 96 percent of respondents viewed audience targeting as an effective marketing strategy. More specifically, 54 percent of demand side players planned to buy and use more third-party data, revealed the study, which polled 108 digital advertising executives including brands and marketers on their 2015 media plans. The research looked at investments in programmatic and its applications, as well as data sources and audience-based buying.
MediaQuark CEO Tom Simpson said: “Site-based planning will remain the dominant approach to digital media buying, but brands are starting to see the value in data-driven audience targeting, with 74 percent believing that it increases campaign ROI (returns on investment).”
Simpson believes 2015 will mark the year where data, audience, and automation take centre stage in all marketing activities, particularly in the Asia-Pacific region where 65 percent of the market already deliver campaigns through audience- and data-driven buying.
“Over the past few years, there had been an influx of ad tech players into the region setting up their infrastructure and preparing for the market to mature,” he said. “2015 is the year that programmatic marketing will finally attract serious budgets from brands and investments start to pay off.”
But while the intent may be strong, very little of this has converted into actual spending. According to MediaQuark, advertisers in the region spent less than 25 percent of their total digital media budgets in 2014 on programmatic.
Fingers are pointing at data integrity, with 54 percent of brands and marketers expressing concerns about the lack of quality third-party data. Another 39 percent found the high cost of data services prohibitive.
“With 62 percent of brands and marketers in Asia-Pacific citing lack of industry understanding as the biggest challenge facing data in the region, it is clear that continued investment in education is the key to growth in 2015,” noted Simpson.
MicroAd Singapore is sole investor in Ambient Digital Group’s Series A
MicroAd Singapore has unveiled plans to invest in Ambient Digital Group, becoming the sole investor in the latter’s Series A funding.
The online advertising platform described Ambient Digital as one of Southeast Asia’s largest digital ad networks and the new funds will be used to further develop this with a key focus on growing data credentials. This will be critical to support advertisers’ requirements in a audience-driven landscape.
When contacted, MicroAd declined to reveal the amount of its investment or how much stake it will own. The spokesperson told ExchangeWire the two companies had already established joint venture companies in Singapore, Vietnam, and the Philippines.
“The investment this time is to further strengthen our relationship and businesses across Asia,” he said.
Former MediaCom APAC top exec joins MediaMath
MediaMath’s new Asia-Pacific managing director, Rahul Vasudev
Demand size platform provider, MediaMath, has appointed Rahul Vasudev as its new Asia-Pacific managing director.
Previously the regional head of digital for global media agency MediaCom, the industry veteran is responsible for MediaMath’s Asia-Pacific operations and reports directly to the company’s chief revenue officer Erich Wasserman.
“Rahul is highly and fondly regarded throughout the digital media landscape, having been recognised by clients, peers, and partners with numerous accolades,” Wasserman said. “His unparalleled understanding of the digital ecosystem will accelerate the next wave of our expansion across Asia-Pacific.”
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