MARKETECH APAC’s Post

Exploring emerging markets presents unique challenges .....   ........& significant opportunities for OOH media. Emerging markets come with plenty of challenges, but navigating through, done well, should be outweighed in rewards. The key issues will be infrastructure, regulations & legislation, audience measurement & domination operators. Some emerging markets may lack the infrastructure needed for advanced OOH limiting digital installation through irregular power supplies, cabling access etc, whilst juggling the regulations & legislation, which can prohibit OOH presence in certain environments. Or more frustratingly, a change in rulings during installation. The process can be very complex with varying rules on advertising/commercial placements & content. On top of that, accessing reliable, clean, standardised data on audiences & consumer behaviour is often difficult, making it hard to tailor campaigns & measure performance effectively. However, as ever, persistence often wins. Building positive relationships is needed, demonstrating value & contribution back into the community as well as healthy competition bringing new clients & increased share, will stand you in good stead. The opportunities are similar market to market as far as growing urbanisation, adoption & development of AdTech & in many cases, though times are tough, there is still comparably, a rise in consumer spending: Urbanisation continues to provide a fertile ground for OOH campaigns, with a growing demand for products & services, reaching new consumers. Plus, emerging markets will often skip over legacy technologies & adopt the latest advancements to bring speed & consistency up with more mature markets, These developments allow global brands to reflect local cultures & language to resonate more deeply with the audience, whilst bringing local brands exposure to a wider audience. Given the high mobile penetration in many emerging markets, integrating OOH with mobile campaigns will understandably enhance reach & engagement. But as ever, it's persistence & tenacity that blooms success... Diversiffi Media is a global independent commercialisation and business development agency, recognised for building & monetising assets through digital OOH networks, digital transformation, dynamic content & brokering commercial partnerships In partnership with The Out of Home Media Consultancy Image; Mumbai #assetmanagement #landlords #commercialproperty #municipalities #retail #inhousing #realestate #adtech #commercialservices #mallowners #revenues #dooh #doohadvertising #partnerships #business #creativity #sustainable #globaladvertising #electricvehiclecharging #sustainability #electricvehicle #data #SmartCities #OOHMedia #UrbanTransformation #Sustainability #Commercialisation #OutofHomeMedia #DataDriven #DigitalTransformation #Innovation #Inspiration #BusinessLeadership

As someone who doesn’t come from a media background, its interesting to see the different approaches taken by the Agency Holdco’s as they positions themselves in the #retailmedia space. 🤝 Group M (WPP) Strategic partnership with Tesco 🤝 This type of collaboration has been on the horizon for sometime so exciting to see it materialises. Could this pave the way for how Retailers unlock the big Holdco budgets needed to realise the full potential of their RM, whilst at the same time providing the Agency with added value to present back to their clients? It’ll be interesting to see if/how/when Tesco and other retailers replicate this with other HoldCo’s ((https://lnkd.in/e_iYyVH3) 👨💻 Agencies making a tech play 👨💻 Conversely to WPP, Publicis have been acquiring technology over recent years (CitrusAd, Epsilon, Profitero) enabling them to deliver an end-to-end retail media offering for brands and retailers alike….but…and it could be a BIG BUT….it could pose a risk for Publicis and it's Retail partners If competing Agencies start curtailing spend on RMN’s utilising Publicis tech, as explored by James Hercher in this 👇 recent AdExchanger article https://lnkd.in/ei2EHn_h So what of the other HoldCo's? With the Acquisition of Flywheel , are Omnicom following a similar path to Publicis? Dentsu, Havas & IPG, all have Retail Media specialised practices but, as of yet, have not made a tech play, can we take from that they’re following the WPP route? Interesting space to watch, keen to hear others thoughts on how these dynamics play out? 

Multinational Advertising Company Continues Acquisition Spree With U.K. Social Media Agency Deal, Aims To Enhance Brand Platform Presence: Havas, the French multinational advertising and PR company, has continued its acquisition spree by purchasing U.K. social media agency Wilderness. The deal, Havas' second acquisition in 2024, sees Wilderness joining Havas Village London this month to bolster existing social offerings under the Havas Play banner. Havas Chairman and CEO Yannick Bolloré expressed enthusiasm about Wilderness enhancing Havas' unique positioning between entertainment and advertising to help clients innovatively reach customers. Founded in 2015, Wilderness has partnered with major entertainment brands like Disney+ and Sony Pictures, along with clients across sectors like FMCG, travel, and technology. Managing Director Tom Jarvis aims for Wilderness to become the leading social agency transforming how clients approach organizational social media strategies. The acquisition allows Wilderness to leverage Havas' scale and resources to realize this mission, as Havas continues expanding capabilities to enhance offerings across sectors. It follows Havas' recent merger of B2B agency Ledger Bennett into its Havas Business division, demonstrating commitment to strategic growth through M&A. By absorbing social specialists like Wilderness, Havas aims to cement its brand platform prowess and deepen its social media marketing proficiency for global clients. 👉🏼 Read the full story by clicking here: https://lnkd.in/gK3Y3DJs #InfluencerMarketing #Influencer #Havas #Wilderness

To reach a niche audience of skilled tradesmen within the digital landscape in emerging markets for Bosch, dentsu Singapore delivered an efficient and effective outreach strategy that leveraged a combination of first-party data, third-party audience data, and advanced KOA AI technology from The Trade Desk. Angela Lin, Global Go-To-market Lead (PT-GT/BDP-M), Bosch Power Tools, China, said: “The results from the Bosch BeConnected App Install Campaign exceeded our expectations and demonstrated the effectiveness of dentsu’s strategic campaign strategy that was optimised for performance. The dentsu team took extra effort to deep-dive into funnel details and provide helpful insights and recommendations for future campaigns. Their dedication was evident in every interaction, and we are incredibly grateful for their partnership and the long-term value they have brought to us.”   Chito Jusi, Client President, Media, dentsu Singapore, said: “We were delighted to deliver results beyond our planned targets, especially with the challenges and unique language requirements of launching this campaign across five countries in the Asia Pacific and Latin America markets. This was made possible in synergy with Bosch Power Tools and The Trade Desk, and we look forward to shaping more effective and innovative mobile marketing campaigns.”   Read the case study here: https://lnkd.in/gZ2nm4h8 Connect with us for effective mobile marketing campaigns: [email protected]   Janet Shamili Koh Xiu Wen #dentsuSEA #dentsuSingapore

In my roughly three-and-a-half years at Adelaide, I’ve worked with our head of marketing Kaitlin Nizolek on many announcements. 🥰 There’s no question today’s is the biggest ever for my team: Adelaide AU is now available for prebid targeting via The Trade Desk. ❤️🔥 I toss the phrase “game-changer” around a good bit, but that’s really the only way to describe this. If you want to buy high-quality media and you’ve got a seat on The Trade Desk… it’s a no-brainer. What does this mean for media buyers? • Brands and agencies using The Trade Desk can now target High / Average AU media with a couple clicks. Available across Display, OLV, and CTV. • It’s also easy to avoid low-quality placements and MFA. 🧹 During the beta period, one CPG increased ROAS by 58% by layering AU pre-bid segments onto their existing TTD media buys. 🫰 A massive thank you to Sonia Ledwith and Shelby Coon for their help. Not only were they instrumental in getting us across the finish line, it’s a blast working with them. Can’t wait to see what we cook up next. And of course, as always, thanks to everyone at Adelaide. We’re here because of a vision and whole-team herculean effort. Now, where’s that video of the guy saying “start your engines”? Found it: https://lnkd.in/eBJsRmpq ^Just watch that video if you want to capture the mood around here. 🏎️ Thanks for reading and drop me a line if you want to learn more! #adtech #martech #attention #advertising #marketing

Exciting times as Mediacorp strengthens its investment in OOH channels, further complementing media reach across Singapore. As audiences engage more with physical and digital spaces, integrating OOH into our media mix allows us to connect with consumers in fresh and innovative ways. Check out this insightful article by MARKETECH APAC to see how Mediacorp is stepping up its game in the OOH landscape! 👉 https://lnkd.in/gyEj-Un4 #OOHAdvertising #Mediacorp #MarketingInnovation #Advertising #MediaReach #DigitalTransformation

Mo Moubayed, Veridooh: “The fact that brands utilise FOOH definitely proves that activating your brand in OOH is effective at scale and highlights the widespread appeal of the channel.” Steve O'Connor, JCDecaux Australia: “These moments are often being used on social media to generate a buzz in an attempt to go viral, but, in my view, nothing compares to the impact the real thing has." Tennille Burt, QMS: “It is a striking creative tactic to generate awareness and talkability which, once unleashed, can create a viral reaction – but without appearing in the real world, it can become a complex relationship for brands to traverse with audiences in shaping their behaviours and building trust." https://lnkd.in/ggTiEjhZ

Wavemaker India, part of GroupM, has recently bagged the integrated media mandate for Taco Bell, the well-known American fast-food chain that offers Mexican-inspired cuisine.  The account will be handled out of Wavemaker’s Delhi Office. The agency will be responsible for developing and executing innovative media strategies across various online and offline channels. The partnership will focus on bolstering Taco Bell's brand visibility and establishing the brand as a leading player in the rapidly growing Indian fast-food landscape.  Speaking about the partnership, Kunal Malhotra, Chief Marketing Officer, Taco Bell said, “We are delighted to partner with some of the best minds at Wavemaker as we set out to build Taco Bell as one the most loved QSR brands in India. We are sure that with the media prowess at Wavemaker, we will together establish Taco Bell as food which the new generation of Indian consumers love, by giving them a Loaded with More experience -  with Taco Bell Food as well as our communication. Taco Bell in partnership with Wavemaker, recently launched its latest large-scale campaign ‘Loaded with more’, showcasing the brand's commitment to delivering Mexican-inspired cuisine. Orchestrated by Wavemaker and brought to life by the creative powerhouses Media.Monks and Creativeland Productions, the campaign encourages consumers to explore new offerings like the Loaded with More Crispy Chalupa Taco or the 7-Layer Burrito. Commenting on this partnership, Ajay Gupte, CEO – South Asia, Wavemaker, “We are excited to welcome a dynamic brand like Taco Bell to our family. We are thrilled to explore new opportunities and build innovative strategies that resonate with Taco Bell's unique vision. By fusing our expertise with their bold spirit, we're confident of creating something truly exceptional.” Shekhar Banerjee, Chief Client Officer and Office Head for West, North & East, Wavemaker India stated, “Taco Bell isn’t just about food; it’s about creating memorable, engaging experiences. Winning this mandate is a call to unleash unparalleled creativity and collaboration that Wavemaker is known for. Our debut large-scale campaign, ‘Loaded with More,’ exemplifies this vision. Our media strategy for this dynamic brand was focused on maximizing mental availability in a high cluttered category and sparking conversation and 'wow' factor that truly resonates with consumers. We will continue to harness diverse channels, our exclusive partnerships and platforms for Taco Bell."    

Tesco Agrees Major Retail Media Partnership Tesco has agreed a “landmark” partnership with the world’s biggest media-buying business as part of its drive to ramp up its retail media activities. The tie-up between Tesco’s dunnhumby-powered Media and Insight Platform unit and WPP-owned GroupM is expected to “drive best-in-class delivery of data-led solutions, education and innovation across all facets of retail media”. This is the “most significant single deal” for Tesco Media and Insight Platform and is among the first of its kind focused specifically on the burgeoning retail media arena, which covers on-site, off-site, and connected store offerings. Nick Ashley, Client Development Director at Tesco Media and Insight Platform: “This is a major landmark for us in developing a large-scale strategic partnership with one of the world’s leading networks, representing so many exciting brands. “Through the arrangements, GroupM will benefit in numerous key areas in retail media across data, insights, and strategic planning, which will enable its clients to truly harness the power of retail media – in all its forms – for measurable commercial advantage. It’s a further example of how Tesco Media and Insight Platform is enabling agencies and their brands to deliver ever more exciting and commercially effective campaigns.” The deal will also see the establishment of an in-store screen partnership – an agency first – as well as early access for GroupM to innovations within the Tesco Platform and a direct feedback loop into the product ad propositions team to help “shape future offerings”. The partnership is said to create a framework for more defined and strategic working, aimed at driving “differentiation and exclusivity, as well as greater industry influence across six key pillars: commercial, data, first mover, technical, education and publicity”. GroupM’s teams will have access to Tesco Media and Insight Platform’s Insights module via dunnhumby’s Sphere self-serve platform, while both parties will explore possibilities to “improve implementational planning with refined bespoke audiences”. Luke Bozeat, Chief Operating Officer at GroupM UK, added: “We have worked successfully with Tesco Media and Insight Platform for several years and are delighted to take this a major step further through committing to a long-term strategic partnership. “The unique attributes of the Tesco Media and Insight Platform gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area, in a long and mutually successful collaboration.” NamNews Implications: * Tesco patently taking RM very seriously… * …complete RM ‘1-stop shop’… * …with all the bells and whistles. * (And hopefully someone in your organisation managing the gradual withdrawal from traditional media?) . * Are you keeping pace? #RetailMedia #Tesco

When Nick Parker and I first met a couple of years ago, it was immediately clear that we had found a true partner who shared our vision for a more transparent and automated OOH media ecosystem. Welcoming Nick onboard this week as Global President is a huge moment for Veridooh and for independent verification. When Jeremy Y. and I launched Veridooh five years ago, we knew independent verification was the right thing to do for the industry. With Nick on the team, we have no doubt we can fast track this mission globally, significantly increasing the share of adspend that OOH commands from advertisers in the process. The international demand for independent verification is just getting bigger. While other channels are struggling from declining numbers or authenticity and fraud issues, we’re taking OOH in the other direction through greater trust and automation services. #ooh #veridooh #growth