- Group-level deal a first for IAB Singapore
- Nine agency brands are now Member Companies of industry body
Singapore, 14 July 2017 – Dentsu Aegis Network has signed a group-level membership with The Interactive Advertising Bureau (IAB) Singapore, marking the first ever deal of this nature for the industry body in the region.
The milestone partnership will see all Dentsu Aegis Network agencies encompassing creative, media and digital brands join IAB Singapore, a progressive move that underscores the maturity and momentum of the digital advertising ecosystem.
IAB Singapore’s regional Ad Spend report released earlier this year in partnership with eMarketer predicts double-digit growth as consumer demand for mobile, video and social drives up spend. The report estimates digital to account for 25% of total media spend by 2020.
Carat has been a long-standing member of IAB Singapore, with Vizeum and Amnet joining earlier this year. The decision by Dentsu Aegis Network to commit at a group-level to the industry body adds to a hallmark year for IAB Singapore, with its expanded portfolio of education and research initiatives.
It also follows the release of IAB Singapore’s recent report on viewability rates for display advertising in Southeast Asia. The second phase of the study, focused on video inventory, is slated to kick off in the third quarter of this year.
“We’re impressed by the level of impact IAB Singapore has, with a solid track record of meaningful work and thinking that will future proof our businesses, all under Miranda’s fantastic leadership as CEO,” said Rosalynn Tay, CEO, Dentsu Aegis Network Singapore. “We are delighted to partner with IAB, which reflects our ambitious digital targets. By opening up the research, training and committees at IAB, our strength of talent will be able to be more vocal on industry topics and gain further knowledge and understanding of key trends to better equip our clients.”
The full list of agency brands joining IAB Singapore is Amnet, Carat, Dentsu, dentsu X, gyro, iProspect, Isobar, Posterscope and Vizeum.
“This is a testament to our mission to accelerate knowledge, cultivate talent and spark investment in the region,” said Miranda Dimopoulos, CEO and Ambassador to SEA, IAB Singapore. “Rosalynn’s future focused ambitions are very much in line with ours, so we look forward to helping shape Southeast Asia’s digital future with the diverse and innovative talent at Dentsu Aegis Network Singapore.”
The industry body has seen a sizeable spike in the number of agency-side members over the last two years; with its membership base a reflection of the digital ecosystem’s evolution.
“IAB has the ability to accelerate businesses in the digital economy. By bringing our brands in Singapore onto the IAB we are able to actively debate the hot topics of the day with our industry peers, to bring them to the forefront for our clients,” said Laura Green-Wilkinson, IAB Board Member and Marketing and Communications Director, Dentsu Aegis Network Asia Pacific.