Category

Creative

GDC Day Two Roundup: Google Enters Gaming Market with Stadia

By Ad Tech, Advertiser, advertising, Audience, Creative, data, Developer, digital marketing, display, esports, exchangewire, gaming, Inventory, Mobile, Monetisation, multiplayer, players, Publisher, Streaming, technology, Twitch, video

Google has made its move on gaming with the announcement of streaming platform Stadia. 
The news came on the second day of the Game Developers Conference in San Francisco; and it surely stands as one of the most significant gaming reveals in the indust…

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China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected

By Ad Tech, Advertiser, advertising, Agency, apac, artificial intelligence, Creative, exchangewire, personalisation, video

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected; IAB SG Elects New Le…

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APAC Programmatic to Go For Co-Ops & More Bidding Options

By Ad Tech, Ads.txt, Advertiser, apac, artificial intelligence, Creative, exchangewire, Programmatic, Publisher

In this industry byliner, RTB House’s Asia-Pacific managing director Jakub Ratajczak outlines three key trends that will see publishers band together and more bidding options emerge.

Programmatic was originally developed as a practical tool for selling leftover inventory, but it has evolved to become the primary driver in online ad spend for the biggest brands.

According to Magna, digital ad spend across Asia-Pacific increased 5.6% last year to reach USD$156bn (£112.6bn). And according to Zenith Programmatic Marketing Forecasts, the share of advertising […]

The post APAC Programmatic to Go For Co-Ops & More Bidding Options appeared first on ExchangeWire.com.

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Targeting China Consumers Requires QR & Other Local Support

By Ad Tech, Advertiser, Attribution, Audience, China, Creative, e-commerce, exchangewire, martech, Mobile, Payment

China can offer brands, especially in retail, tremendous returns, but enjoying the market’s richness in scale and potential will require advertisers to know local nuances and consumer preferences.

These, for instance, will include the need to integrate QR codes into their marketing campaigns and identifying holes to plug in order to entice customers to buy into their brand, says Anthony Capano, Rakuten Marketing’s Asia-Pacific and Europe managing director, in this Q&A with ExchangeWire.

He also strongly touts the need for advertisers […]

The post Targeting China Consumers Requires QR & Other Local Support appeared first on ExchangeWire.com.

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Media’s Third Wave: Buying More Creatively

By Creative, exchangewire

The process of media buying has changed enormously over time, moving from a simple demographic approach to today’s data-rich, AI-infused programmatic buying. As agencies and brands have gained a deeper understanding of how to use data, their ability to deliver more relevant, more personalised messaging has improved dramatically; and a key driver of that improvement has been the forward evolution of media buying. Writing exclusively for ExchangeWire, Mark Grether, CEO, Sizmek, explains why the third wave of media buying centres […]

The post Media’s Third Wave: Buying More Creatively appeared first on ExchangeWire.com.

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Cannes Lions Gets to Grips with Digitisation in Major Outdoor Overhaul

By cannes, Creative, DOOH, exchangewire, ooh, technology

There was much to be said for the state of the Cannes Lions annual Festival of Creativity last year. One person who was particularly vocal about it – specifically, the lack of recognition for digital innovation in the Digital Outdoor awards category – was Dan Dawson (pictured below), CTO, Grand Visual. Digital outdoor experts have reason to rejoice; Dawson’s article, published on ExchangeWire last year, caught the eye of the organisers of Cannes Lions, and it seems some positive changes […]

The post Cannes Lions Gets to Grips with Digitisation in Major Outdoor Overhaul appeared first on ExchangeWire.com.

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Why Fixing Poor Ad Quality Should Be a Bigger Industry Priority

By ad blocking, Creative, exchangewire, SSP

The advertising industry as a whole has always understood the importance of an ideal user experience, not just to get the consumer’s attention, but the seamlessness needed to make it so ads are less of an intrusion. Writing exclusively for ExchangeWire, Oded Napchi (pictured below), CMO, HIRO Media, talks about how poor ad quality still plagues the industry and why it should be given more priority before further losing the attention of the all-important consumer.

2017 was a turning point for […]

The post Why Fixing Poor Ad Quality Should Be a Bigger Industry Priority appeared first on ExchangeWire.com.

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Oath Eyes APAC As Growth Engine, Touting Transparency As Differentiator

By ad blocking, ad fraud, Ad Tech, Ad Verification, Advertiser, apac, Brand Safety, content, Creative, exchangewire, facebook, google, measurement, Mobile, Native, pmp, Programmatic, Publisher, Singapore, Southeast Asia

strong>Born out of the merger between AOL and Yahoo, Oath is now looking to reach two billion users by 2020 and betting on Asia-Pacific as a key growth engine. It also is touting its commitment to transparency as a market differentiator against competitors that have chosen to build walled gardens.

In an interview with ExchangeWire, Tim Mahlman, Oath’s president of advertising and publisher strategy, discussed the importance of Asia-Pacific in driving the company’s further growth and why its pledge to […]

The post Oath Eyes APAC As Growth Engine, Touting Transparency As Differentiator appeared first on ExchangeWire.com.

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Back to the Future: Why Ad Tech Must Learn from the Creative Past

By Creative, exchangewire, Publisher

strong>With so much focus on data and technology, it seems the digital advertising industry may have forgotten how to be creative. Writing exclusively for ExchangeWire, Eric Visser, founder and CEO, JustPremium, argues that the future of digital lies in new formats that inspire creativity.

Is it just me, or does it sometimes feel like people working in advertising technology have forgotten the age-old elements of what makes good advertising?

Whilst there’s no commandments set in stone for the marketing sector, at the […]

The post Back to the Future: Why Ad Tech Must Learn from the Creative Past appeared first on ExchangeWire.com.

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Adobe Lightroom uses AI to edit your photos like a pro

By adobesensei, AI, android, artificialintelligence, Creative, creativecloud, engadget, gear, ios, lightroom, lightroomcc, lightroomclassiccc, mac, personal computing, personalcomputing, photography, productivity, sensei, Software, windows

Many photo editing apps have an auto-adjust feature that can improve photos, but pros tend to steer clear of it for a reason — it’s more of a vague guess than an informed edit based on experience. Wouldn’t it be nice if it learned from the pros? I…

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The Ad Server Started with Pixels & is Figuring Out People: Q&A with Victor Wong, CEO, Thunder

By Ad Server, Advertiser, Agency, Creative, exchangewire

ong>What is a creative management platform and how could its increased implementation in marketer creative strategies force an evolution of the traditional ad server? ExchangeWire speaks exclusively with Victor Wong, CEO, Thunder, who explains that, ultimately, we have to remember it’s about delivering the best possible experience to the consumers interacting with your brands.
ExchangeWire: What is a creative management platform (CMP) and how is it being used to personalise campaigns?
Victor Wong: Creative management platforms enable brands to produce, personalise, and […]

The post The Ad Server Started with Pixels & is Figuring Out People: Q&A with Victor Wong, CEO, Thunder appeared first on ExchangeWire.com.

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Alibaba Touts ‘New Retail’ Engagement As Key to Singles Day Record Sales; Wavemaker Launches in 2 APAC Markets

By Advertiser, Agency, Analytics, apac, artificial intelligence, Australia, Branding, China, content, Creative, data, digital marketing, exchangewire, India, Mobile, Singapore, Southeast Asia

strong>In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba touts ‘new retail’ engagement as key to Singles Day record sales; Wavemaker launches in two APAC markets; Oath unleashes content marketing brand; Digivizer eyes APAC expansion via Singapore; and AnalogFolk goes to China.

Alibaba touts ‘new retail’ engagement as key to Singles Day record sales

The Chinese e-commerce giant has attributed another year of record sales from […]

The post Alibaba Touts ‘New Retail’ Engagement As Key to Singles Day Record Sales; Wavemaker Launches in 2 APAC Markets appeared first on ExchangeWire.com.

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Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist

By Ad Tech, Advertiser, Agency, apac, Australia, China, content, Creative, exchangewire, Media Spend, Mobile, Native, Programmatic, Publisher, Singapore, Southeast Asia

strong>In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba to grow share of global ads; AU content agency acquires retail comms specialist; Singapore socio-political site to shutter; IAB AU unveils programmatic and native guides; and VaynerMedia eyes Asia expansion via Singapore launch.

Alibaba to grow share of global ads

The Chinese internet giant is expected to increase its share of the global digital ad market from […]

The post Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist appeared first on ExchangeWire.com.

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Kargo: Don’t Over-Rely on Open Exchanges

By ad fraud, Advertiser, apac, Brand Safety, Creative, exchange, exchangewire, measurement, Mobile, Programmatic, Publisher

strong>To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight.

Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo’s Asia-Pacific general manager, who pointed to a The&Partnership study that revealed nearly 30% spent on open exchanges last year was on invalid traffic. He further underscored the need to assert more human control to ensure quality, rather than quantity, ad […]

The post Kargo: Don’t Over-Rely on Open Exchanges appeared first on ExchangeWire.com.

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How AI Is Learning to Create Computer-Generated Imagery

By artificial intelligence, Creative, exchangewire

, explains, AI could have a greater role to play in freedom of creativity than you could imagine.

AI’s relationship with creativity has always been a curious one. Can machine learning truly equal the human mind when it comes to expressing creativity? Perhaps some of the answers can […]

The post How AI Is Learning to Create Computer-Generated Imagery appeared first on ExchangeWire.com.

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APAC Marketers Overlooking Physical Customer Touchpoints

By Ad Tech, Advertiser, Agency, Analytics, apac, artificial intelligence, augmented reality, Branding, Creative, Cross-Channel, data, digital marketing, exchangewire, Mobile, targeting, transparency

revealed that 78% of marketers believed they could respond or react to consumer feedback, requests, suggestions, or complaints specific to campaigns within two weeks – with 43% saying they could do so within 24 hours, according to the research, which polled 153 marketers in the US.

However, their responsiveness dipped […]

The post APAC Marketers Overlooking Physical Customer Touchpoints appeared first on ExchangeWire.com.

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AI Plugs Human Errors & Lets Marketers Focus on Quality

By Agency, Analytics, artificial intelligence, Australia, content, Creative, data, exchangewire, Programmatic

strong>Left to run autonomously, marketing platforms powered by artificial intelligence (AI) can avoid mistakes humans make. Rather than fear it, marketers should leverage this to better focus on producing value-added quality. AI marketing systems could watch and analyse consumers’ digital journeys, and decide the best way to spend media dollars, says Naomi Simson, co-founder of Australian advertising agency Big Red Group (BRG).

Describing AI as the ability to read and learn from data and adjust outcomes, she said AI-powered marketing systems […]

The post AI Plugs Human Errors & Lets Marketers Focus on Quality appeared first on ExchangeWire.com.

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Creative Is the Most Essential Element of Advertising: Q&A with Miha Mikek, Celtra

By Creative, exchangewire

strong>In order to reach your customer, you need the right creative to engage with them, but this is just the tip of the iceberg. Seamless collaboration across agencies and brand consistency is also a necessity. As Miha Mikek (pictured below), CEO, Celtra, explains, creative management platforms can be essential for production, delivery, measurement, and the ultimate success of an advertiser’s campaign.

ExchangeWire: What does a Creative Management Platform (CMP) do? What are the advantages of using one?

Miha Mikek: A […]

The post Creative Is the Most Essential Element of Advertising: Q&A with Miha Mikek, Celtra appeared first on ExchangeWire.com.

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IAB Puts the Consumer First with Latest Standard Ad Unit Portfolio

By Creative, exchangewire

, allowing for ad creative to adjust to a variety of screen sizes and resolutions. As well as flexible ad sizes, the IAB has included specifications for AR, VR, social media, mobile video, emoji ad messaging, and 360º video ads, following industry-wide feedback after the initial version was released for public comment in September 2016.

The latest ad portfolio, and its host of new guidelines, marks […]

The post IAB Puts the Consumer First with Latest Standard Ad Unit Portfolio appeared first on ExchangeWire.com.

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Technology-Driven Creative: Five Mobile Takeaways from Cannes

By Creative, exchangewire, Mobile

strong>Given the criticism that has been leveled at the mobile marketing industry for its lack of creativity over the years, the presence of mobile technology at the premier advertising event celebrating creativity was an auspicious sign that the industry understands that we need to marry creativity with data and technology, writes Alex Moss, VP sales europe, YouAppi, exclusively for ExchangeWire.

After viewing the winning mobile campaigns at Cannes, I was pleasantly surprised by the smart, technology-driven creative. Yet, when I look at […]

The post Technology-Driven Creative: Five Mobile Takeaways from Cannes appeared first on ExchangeWire.com.

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