Barry Adams

These stats out of Hong Kong really illustrate why an omnichannel approach across the open internet is critical for brands who want to reach a premium audience. 16% of Hong Kong internet users are YouTube premium subscribers, compared to the global average of 12.7%. But this 16% of users represents a huge missed opportunity for advertisers. They’re 43% more likely to be interested in cars, 27% more likely to be interested in beauty and cosmetics products, 20% more likely to be interested in fashion, and 98% more likely to be an expectant or new parent. So how do advertisers reach this segment? The ratio of time consumers spend on the open internet compared to walled gardens is 59% to 41% in APAC. Shifting budget to open internet channels such as Connected TV, and using an omnichannel approach is the best way to start. There’s some more interesting details from MARKETING-INTERACTIVE at the link in the comments.

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Question: How long will it take to get ROI reads of new campaigns on Netflix, TikTok, etc.? Answer: Using our Causal AI-based incremental training methodology, we can provide the ROI of new features, such as Netflix and TikTok campaigns, in just 4-8 weeks. Traditional media mix modeling (MMM) struggles with timely insights, but our monthly incremental model training offers quick, accurate data to keep you ahead of the competition.

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Contextual advertising is evolving into a new era that is not only more privacy-focused in light of the upcoming third-party cookie phaseout, but also more efficient for businesses and provides new avenues for customer engagement through a variety of channels and advertising requirements. To learn more about the various facets of this new era of advertising, we sat down with Marc Zander, global chief client officer at Teads, to learn more about the new strategies and insights in the new era of digital advertising. Learn more of how Teads is using AI for creative optimisation, as well as measurement and prediction tools in its system in our interview below. #digitaladvertising #industryinsights #artificialintelligence

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Article below gives a really good POV on effectiveness of digital platforms and TV when driving offline and online sales. thanks to the work by Kantar!

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AI Video will change the way brands approach video marketing. My thoughts in the article below.

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According to the report from IPG Mediabrands's MAGNA, the digital strength driving APAC advertising revenues will translate to continued share gains for digital advertising revenues in APAC. Digital revenues will represent 81% of total budgets in 2028, up from 76% of total advertising revenues in 2024. By 2028, the share of total revenues that are represented by linear advertising formats will have fallen to just 19%, representing about the same number of dollars (US$65b) as they do today (US$68b). Leigh Terry, CEO at IPG Mediabrands APAC, said, “The advertising industry in APAC is poised for continued growth in 2024, with an 8.5% projected increase, reaching US$289b. This follows a 9.5% growth in 2023. Despite economic fluctuations, digital advertising remains the driving force, with search and social media leading the way. The digital dominance in APAC is expected to persist, with digital revenues forecast to account for 81% of total budgets by 2028, up from 76% in 2024.” Meanwhile, Paul Waller, chief investment officer at MAGNA APAC, commented, “Despite economic uncertainties, the global and APAC advertising market continues to expand. With digital ad spend leading the charge and projected to reach unprecedented heights in the coming years. Now that inflation in commodity costs and consumer prices are under control, marketers are returning to previous levels of advertising budgets and taking advantage of the investment opportunities offered. With a heightened focus towards more targeted and data-driven marketing strategies.” #advertising #marketforecast #asiapacific ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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With VIZIO integrating into Walmart, Roku's 1PD is going to become increasingly important for to: 1. Reach Measurement Platforms 2. Resonance Measurement Offerings 3. Incrementality/Lift Measurement Companies 4. MultiTouch Attribution Platforms 5. Campaign Verification Solutions #Measurement #CampaignEffectiveness #StreamingMedia

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Brands are demanding “more efficient programmatic supply paths with fewer tech partners between buyers and sellers” ahead of upfronts in the CTV space. Supply path optimization is on their brain and they’re going to do their best to receive the most bang for their buck. This strategy has grown more trendy and the evidence provided by Catherine Perloff in this source shows that. #Brands #CTV #AdTech #Programmatic

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Through the partnership, Microsoft Advertising also intends to work with Criteo as its preferred onsite media partner, extending Criteo’s monetisation technology to Microsoft Advertising’s retailer clients, creating an even more unified retail media ecosystem. Lynne Kjolso, vice president of global partnerships and retail media at Microsoft Advertising, said, “Together, Microsoft Advertising and Criteo can chart a new path forward for retail media, empowering the entire ecosystem with scale, simplicity, and innovation. We’re pleased to further our integration with Criteo, a leader in retail media and performance advertising, and look forward to exploring future opportunities.” Meanwhile, Brian Gleason, chief revenue officer at Criteo, commented, “We’re thrilled to expand our relationship with Microsoft Advertising to make it easier for brands to buy retail media and for retailers to expand demand into their media solutions. We look forward to continuing to evolve our collaboration and help drive growth across retail media.” #retailmedia #advertising #performancemarketing ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa [Conferences] Learn about the latest trends, strategies, and technologies that converge to shape the future of commerce with our upcoming "E-Commerce Marketing 2024" conferences happening in Malaysia this July 25 [https://bit.ly/3Wg1PvW] and in the Philippines on August 14 [https://bit.ly/3WeZW2M]. -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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With Quantcast's self-service platform, businesses of all sizes may now reach new audiences by providing tools and data that were previously only available to large advertisers. Provides solutions for the changing environment of digital marketing, as old cookie-based advertising approaches are phased out. Speaking about the launch, Konrad Feldman, CEO of Quantcast, said, “Today’s legacy DSPs are too complex, too time-consuming, and too dependent on third-party cookies. Our goal is to empower businesses of all sizes to effectively reach their audiences, bringing the simplicity and efficiency of the walled gardens to the expansive and diverse open internet. There is a huge opportunity for marketers to improve their advertising performance and drive meaningful results.” Meanwhile, Clare Rogers, business director at This is Flow, stated, “Thanks to Quantcast, we’ve been able to efficiently target our key audience segments, resulting in higher engagement and conversion rates. Their innovative approach to advertising without third-party cookies has given us a competitive edge. We’re extremely satisfied with the performance and results, and so are our clients.” #technology #artificialintelligence #digitaladvertising  ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Industry Series] We have launched our latest industry initiative "E-commerce Marketing Series" where we aim to equip businesses with the latest strategies and insights to navigate the dynamic world of e-commerce, as well as discuss cutting-edge concepts, trends, and case studies shaping the future of online commerce. Learn how you can be part of this industry discussion by checking out more details here: https://bit.ly/4aiMEX4 -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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As to Japanese market, Share of Microsoft Bing is up, while Google is down in June. Red line is Google：65.03%　　Blue line is Microsoft Bing ：28.05%。 https://lnkd.in/gXMrGBtK

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The end of third-party cookies has been looming for some time, and Google's recent delay only postpones the inevitable. Ad tech leaders agree that our industry needs big changes, moving away from identity solutions that rely heavily on third-party cookies and traditional identifiers. The next wave of identity-based ad solutions needs to work for advertisers and consumers alike. The Trade Desk has long been preparing for this transition, working tirelessly to build solutions like Unified ID 2.0 - an open-source ID system that replaces cookies with encrypted email identifiers, enabling targeted advertising across platforms. This is about creating a better internet for everyone - consumers, advertisers, and publishers. Hear more views from adtech leaders via the link in comments.

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In 2024, marketers face a flood of tools and technologies. The challenge: How do we leverage these trends to our advantage? “Get Real with Braze – Hong Kong” is your guide. Sign up here! https://lnkd.in/g3kQd_Zr What to Expect: 💡 Expert Insights: Actionable advice from marketing and CX leaders. 🔋 Platform Power: Discover how Braze can boost your customer engagement. 🤝 Networking: Connect with innovative professionals and expand your network. 🛍️ Extras: Enjoy delicious bites, drinks, and exclusive Braze swag. Don’t miss out on shaping the future of customer engagement. Reserve your spot now! #MarketingEvents #GetRealwithBraze #CustomerEngagement #BrazeHongKong #GenerativeAI #FutureOfMarketing

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It’s upfronts week, with many of the big TV networks, from NBCUniversal, to Fox to Disney, and Warner Bros. Discovery hosting their annual presentations. Streaming giants Netflix and Amazon are also joining the festivities.   Measurement is emerging as an important part of this upfronts season, as advertisers are searching for more than just scale — they want to tie measurement and attribution data back to business results — meaning there is a bigger focus on the full loop from reach to conversion. Add in all the jockeying to be the dominant measurement currency and there’s a lot to talk about - with perhaps nothing more foundational than #identityresolution (especially for the connected household). It was a pleasure to join Chris Brooklier from The Trade Desk to talk about all of these things--and how Blockgraph is playing the important role of "data draino" unclogging the pipes of addressable television (credit Jonathan Heller). #householdidentity #measurement #attribution #signalloss #connectedTV #privacy

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Streaming is surpassing cable, and it's likely due to the control that viewers have over what they watch and when (along with other factors). I know I sure do subscribe to quite a few services which gets expensive. IAB CEO David Cohen told Axios, "I think that there's a lot to be said for the power of the bundle. Consumers are not going to subscribe to seven or eight things, they simply can't afford that." We have to start adding layers. Investing in streaming isn't enough — we also need to add bundles that make financial sense to consumers who are now faced with the task of choosing which services they can afford. #IAB #Streaming #Bundles #StreamingServices

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According to Kantar’s study, Meta is the most effective platform for driving offline and online sales, giving the highest return on ad spend (ROAS) delivered at 1.8x across traditional and digital platforms.  Kishore Parthasarathy, director of marketing communications for Southeast Asia at Meta, said, “At Meta, we strive towards the gold standard in measurement based on data and science. We look at our advertiser's total marketing plan to ensure we deliver actionable insights across the marketing funnel. Kantar’s latest study has enabled us to measure holistically, providing robust ROI, reach, and shopper behaviour to inform our clients and partners planning and creative strategies.” #marketing  #advertising  #digitalplatform ------ -[Awards] MARKETECH APAC is launching its inaugural "Marketing Technology Awards" where we recognise the groundbreaking achievements in marketing technology, uniting the brands and tech organisations within the region’s marketing community. Learn how your brand can be a part of it by checking it more details HERE: https://bit.ly/3SVtoIa -[Conferences] Learn about the latest trends, strategies, and technologies that converge to shape the future of commerce with our upcoming "E-Commerce Marketing 2024" conferences happening in Malaysia this July 25 [https://bit.ly/3Wg1PvW] and in the Philippines on August 14 [https://bit.ly/3WeZW2M]. -[Report] Discover the latest trends in business communication, and explore how mobile messaging channels are preferred by consumers to seek deeper connections with brands by checking out this report HERE: https://bit.ly/3RckF4z

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At B2B Summit this year, my colleague Hannibal Scipio led a panel discussion with real talk from partner ecosystem leaders. Some key observations -- "Suppliers must prioritize and communicate the value of all ecosystem partners within their organization, not just through sales numbers, marketing narratives, and slide decks. It is essential to demonstrate a commitment to ecosystem-centric GTM success through actions, behaviors, and core principles – active listening, competence, trust, and leadership." Check out more in Hannibal's blog: https://lnkd.in/dUC4Us78 #partnerecosystems #partnermarketing #B2B

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