TubeMogul-Site Tour Deal Integrates Out-Of-Home, Video Ads; Most HK Advertisers Unhappy with Cross-Channel Campaigns
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: TubeMogul-Site Tour deal integrates out-of-home, video ads; Most HK advertisers unhappy with cross-channel campaigns; Shoppers want omni-channel, multi-screen experience;
TubeMogul-Site Tour deal integrates out-of-home, video ads
TubeMogul has inked a partnership with out-of-home ad exchange Site Tour, which will allow advertisers to programmatically purchase video ads on billboards, kiosks, and elevator screens in Australia.
The video ad services provider has integrated its software with Site Tour’s ad exchange, becoming the first video buy-side partner to do so and offering video inventory for placement on out-of-home platforms. The ads will appear as 15-second videos, according to TubeMogul.
Its Australia managing director Sam Smith said the partnership had enabled the benefits of automation and data-driven buying to outdoor advertising, giving advertisers a single platform to execute campaigns. He added that TubeMogul would be deploying more features in coming months to further beef up the new offering.
“This is just the beginning of our vision of unifying brand advertising across all screens,” Smith said.
Cadreon Australia was unveiled as the first client under the new partnership, which would enable the trading desk to plan video buys across multiple screens and access one centralised platform to access reporting and data insights.
Marc Lomas, managing director for Cadreon, said: “We can now execute video-based digital out-of-home buys alongside mobile and desktop video, delivering advanced screens planning and efficiencies to clients through a single platform.”
According to TubeMogul, the newly integrated offering will complete its private beta in the coming weeks, after which the product will be rolled out to other customers running the video ad platform.
Video pre-rolls see growth in Southeast Asia
Also this week, TubeMogul released its latest stats for programmatic video buys for the first quarter, with the Philippines recording the highest growth in Southeast Asia at 300% over the previous quarter, clocking 446.37 million weekly auctions on average for the quarter ended March 31, 2015.
Singapore saw the highest spike in mobile pre-roll inventory, growing seven-fold to hit 41.37 million weekly auctions on average, according to the report, according to the report, which looked at data from digital video campaigns that ran on TubeMogul’s platform in Indonesia, the Philippines, Singapore, and Thailand.
Together, the four markets clocked more than 1.8 billion auctions on average in a week, said TubeMogul. “They are a volatile set of markets, undergoing shifts in prices and viewability on a regular basis. Nonetheless, the region’s markets are constantly growing in both volume and global significance,” the company said.
It noted that while Thailand saw the most modest growth in pre-roll inventory, the country still registered a 89% growth for the first quarter. TubeMogul added that pre-roll CPMs remained largely stable in Southeast Asia, with the exception of Indonesia which saw prices climb from 18,550.90 rupiah in fourth-quarter 2014 to 28,955.17 in the first quarter of 2015.
Most HK advertisers unhappy with cross-channel campaigns
Advertisers in Hong Kong are spending more on digital platforms but are not getting the experience they seek from cross-channel campaigns.
According to a study commissioned by iClick Interactive Asia, Hong Kong marketers planned to spend 20% more on digital advertising in 2015 compared to last year. The ad tech company also noted that cross-platform marketing was gaining popularity and fuelling ad spend.
Across the various types of digital media, advertisers in Hong Kong preferred social media and search engines as the delivery channels for their campaigns, revealed the study, which was conducted by research company, Ipsos.
While more marketers were deploying cross-channel digital advertising, only 23% had used an integrated platform to manage such campaigns. In addition, 60% were unhappy with the management of their cross-platform initiatives, with the effectiveness of campaign tracking and integration of campaigns across the various channels highlighted as the top two challenges advertisers faced.
iClick’s founder and CEO Sammy Hsieh
Some 86% of advertisers indicated a desire for a single platform to help them manage their cross-channel digital campaigns and the majority wanted better data analysis and more effective performance metrics.
The survey findings were revealed at iClick’s Programmatic Marketing conference, held in Hong Kong on May 8.
iClick Founder and CEO Sammy Hsieh said: “Digital channels have become the primary information source for advertisers’ target audience. It is notable that advertising is moving away from traditional forms and the effectiveness of reaching consumers through digital channels has been increasing.
“Programmatic marketing, which offers advertisers a single platform and integrated solution in cross-channel marketing, is undoubtedly an effective tool for marketers who need to manage various campaigns on multiple digital channels,” Hsieh said.
Shoppers want omni-channel, multi-screen experience
Shoppers increasingly demand brands and retailers to provide omni-channel, multi-screen experience, with the average consumer tapping five devices when they make a purchase.
This is an increase from just 2.8 devices last year, according to DigitasLBi’s 2015 Connected Commerce study, which looked at retail trends in 17 countries including China, India, Singapore, Japan, and the United Kingdom.
The report also revealed that consumers were increasingly comfortable with m-commerce, with 43% of respondents in Singapore having made a purchase on their mobile device in the past month. Some 76% said they would make more purchases when the retail experience was personalised. Another 86% were more likely to tap in-store technologies such as Wi-Fi and GPS tracking if they were offered customised benefits such as vouchers in exchange.
The findings underscored the need for brands and retailers to deliver personalised experience tailored to individual shoppers, both in-store and online. DigitasLBi Asia-Pacific CEO Roy Capon said: “Retailers need to get smarter about using data in order to personalise the shopping experience to increase sales performance.”
Celtra hires new APAC head
The mobile media specialist has hired Rick Knott as its Asia-Pacific regional director, who will be responsible for expanding the company’s business in the region. Celtra currently has regional operations in Australia, Hong Kong, and Singapore.
Knott has 18 years of media and advertising experience, including eight years in mobile advertising. He was previously business development director at InMobi, where he was responsible for inventory supply, publisher, and platform adoption.
Pointing to Celtra’s HTML5 mobile offerings, he said: “The matching of Celtra’s innovative ad formats to Australia’s strong premium publisher market is a significant opportunity to finally engage Australian consumers on mobile.
“Similarly, across Asia-Pacific, Celtra can present all premium publishers and brand advertisers the opportunity to truly engage people way beyond just clicks,” he added.
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