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Video Demand-Side Platform Evaluation for the Chinese Market

December 29th, 2014 // 10:03 am @ // No Comments

Video Demand-Side Platform Evaluation for the Chinese Market

Recently I was asked by one of my clients to evaluate the usage of video demand-side platforms (DSPs) for branding campaigns. This is interesting because DSPs have always been associated with performance/direct-response campaigns. When I think of DSPs, I think e-commerce retargeting, automotive leads acquisition, or FMCG member acquisition campaigns. The reason for this association […]

Category : Blog &Digital Marketing &Featured &Programmatic

5 Interesting Observations on E-Commerce Media Buying in China

September 22nd, 2014 // 6:20 pm @ // No Comments

5 Interesting Observations on E-Commerce Media Buying in China

E-commerce is one of the fastest-growing sectors within digital in China. And as a media agency, we have observed more and more client requests to invest on these particular channels. However, the e-commerce media buying model is drastically different from portals and OTV. So, I’d like to cover some interesting observations about working with Chinese […]

Category : Blog &Digital Marketing &Featured

Let’s Get Practical With the Convergence of Marketing and Ad Tech

September 22nd, 2014 // 5:35 pm @ // No Comments

Let’s Get Practical With the Convergence of Marketing and Ad Tech

Ever since Oracle announced the acquisition of BlueKai a few months back, there’s been nonstop hype on the convergence of marketing technology and ad tech. Phrases like “360-degree view of the consumer” and “end-to-end coverage across the entire funnel” are thrown around liberally by industry experts and the like. But what are the immediate implications to marketers? […]

Category : Blog &Business Intelligence &Digital Marketing &Featured &Programmatic

Is iGRP Dumbing Down Digital?

August 14th, 2014 // 5:17 pm @ // No Comments

Is iGRP Dumbing Down Digital?

The concept of gross rating point (GRP) originated from TV advertising and it has long been the accepted standard by marketers. However, with the emergence of digital, consumer behavior is shifting sharply from TV to online video. Hence the birth of the iGRP, which utilizes similar reach and frequency metrics but calculated within the netizens’ […]

Category : Blog &Digital Marketing &Featured

Who Should Own My Data Management Platform?

May 5th, 2014 // 4:25 pm @ // No Comments

Who Should Own My Data Management Platform?

Demand-side platform (DSP) is one of the hottest media trends right now, but what most people fail to understand is that it is merely a buying mechanism. The real value lies in the data management platform (DMP), which acts as the brain that tells the DSP which ad impression to buy. In the Western ad […]

Category : Blog &Digital Marketing &Featured &Popular &Programmatic

5 Digital Media Buying Trends to Watch in China

May 5th, 2014 // 3:55 pm @ // No Comments

5 Digital Media Buying Trends to Watch in China

2014 is shaping up to be an interesting time for online video, search marketing, and mobile commerce in China. Below are five digital media buying trends marketers should take note of: 1. Online TV Channels Focus All Firepower on Content Exclusivity Online TV (OTV) is the fastest-growing channel in China both in terms of traffic […]

Category : Blog &Digital Marketing &Featured

4 Tips to Effectively Measure B2B Demand Generation Campaigns

May 5th, 2014 // 12:32 pm @ // No Comments

4 Tips to Effectively Measure B2B Demand Generation Campaigns

Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. B2B marketers have very unique challenges when it comes to digital marketing: B2B companies have a niche target audience hence using merely demographics for media selection is simply not accurate enough. There are usually multiple stakeholders during the […]

Category : Blog &Digital Marketing &Featured &Popular

Will Programmatic Premium Buy Overtake RTB in China?

April 14th, 2014 // 6:23 pm @ // No Comments

Will Programmatic Premium Buy Overtake RTB in China?

A couple weeks ago, iResearch released the 2013 China DSP (demand-side platform) Market Trends Report. It proved that DSP is definitely the hottest digital marketing trend in China this year. The latest figures showed DSP display ad spending growing at 179 percent in 2013, and will continue to grow at a significant rate over the […]

Category : Blog &Digital Marketing &Featured

Do Marketers Need Big Data?

February 11th, 2014 // 5:12 pm @ // No Comments

Do Marketers Need Big Data?

One of the funniest statements describing the current state of Big Data goes: “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” While amusing, there’s a huge amount of truth in this statement, […]

Category : Blog &Business Intelligence &Digital Marketing &Featured

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

November 25th, 2013 // 8:44 pm @ // No Comments

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

Banner advertising is one of the earliest forms of digital marketing and an integral part of everyone’s media mix. However, with the rise of social media and high impact pre-roll ads, marketers have seriously begun to question the effectiveness of banner ads. Especially with stats like the following: 1. CTR of banner ads are astonishing low with […]

Category : Blog &Digital Marketing &Featured

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