Half of the world’s 2 billion mobile gamers are in Asia, waiting to view your high attention in-game ads, according to a report by InMobi, with 60% likely to buy. With in-game ads achieving 98% viewability and ad recall of up to 97%, they’re driving more attention than social media in-feed ads.
Marketers today struggle to find a concise guide or practical solution on how to create and implement a first-party data strategy. Manaswita Sarkar from SPH Media suggests using data partnerships in marketing use-cases, sourcing and sharing data, and discusses how to choose the right partner as well as technological and legal considerations.
Author: Shabana Badami, Google | IAB SEA+India AdTech & Innovation Regional Council
AI is the most profound technology human-kind is working on today. It is seen as the third major shift in technology — after the arrival of the internet, and the move to mobile. Both of these shifts created new growth and opportunities, as will AI; and optimising AI will become a discipline in its own right.
Author: JJ Eastwood, Chair IAB SEA+India Regional Board.
Retail media is a game-changer in the advertising industry, offering brands unparalleled opportunities to connect with consumers in a targeted and personalised manner, and projections estimate it to be a market worth over $160 billion by 2027.
IAB SEA+India Regional Research
According to a new report by the Regional Board of the IAB SEA+India, less than half (41%) of respondents surveyed in Vietnam fully understand what internet cookies do, while a little over half (52%) say they fully understand how to protect their privacy online.
Author: Yvonne Lau, Spotify
Radio was the first mass medium for communication, but television then the Internet left little room for audio – until recent times.
IAB SEA+India Regional Research
Just 29% of respondents in Thailand are prepared to pay to access advertising-free content according to a local research report released by the IAB SEA+India. However, 66% of respondents are willing to share information about their interests in return for access to free content.
Letter From Miranda Dimopoulos, Regional CEO, IAB SEA+India
I am proud to present here, our latest regional research report, Representation in Advertising in Asia. Our extensive survey has found that consumers feel there remains a significant underrepresentation of ethnicities, ages, genders, disabilities, religions, sexual orientations, and body types in advertising in Asia. And they believe overwhelmingly that it is the responsibility of brands to ensure that there is inclusion when advertising their products.
Authors: Authors: Vikram Bansal, Meta, Chandrahas Shetty, Oracle Advertising, Gitali Halder, EssenceMediacom, Ben Poole, fifty-five & Camila Martins, TikTok | IAB SEA+India Data & Attribution Regional Council
What is the new normal for marketing measurement? In this White paper, the authors discuss why marketers must constantly evolve to navigate signal changes, have a robust measurement strategy and a flexible, agile, decision-making framework.
Author: Khanh P. Dang, Google APAC | IAB SEA+India Commerce Council subgroup
Automated campaigns can unlock speed, scale and success using machine learning tools, allowing retailers to assess signals in real time, capturing the innumerable signals unique to each user. It also simplifies optimisation at scale, particularly within omnichannel shopping. So why are brands and retailers slow to adopt automation solutions?
Authors: Nishith Saraswath, Mediaocean; Diet Pineda, The Trade Desk; Shrivardhan Sarda, Yahoo; Gibson Camson, Carousell Media Group | IAB SEA+India Programmatic Council subgroup
This is the era of advertising where measurement and attribution are key tools in the success of advertising campaigns. Yet attribution remains a challenge as the ecosystem evolves. Enter Multi Touch Attribution, the first step towards overcoming these challenges.
Author: James Sampson, GrabAds | IAB SEA+India Commerce Council subgroup
While Retail Media is a growing global phenomenon, advertisers in Southeast Asia will be able to provide richer, full funnel consumer experiences via superapps in available markets. In fact, now superapp advertising is its own distinct media category.
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