Gabey Goh
Sep 23, 2016

Tech Talk: Google, Facebook, MediaMath, MSL Group and more

A weekly roundup of tech news and announcements.

Tech Talk: Google, Facebook, MediaMath, MSL Group and more

Google and EDB launch digital marketing programme

Google and the Singapore Economic Development Board (EDB) have announced the launch of Digitize, a new programme focused on training local talent to be programmatic buying and technology experts for the digital marketing industry.

The programme will provide 24 Singaporean fresh graduates and young working professionals with intensive training in programmatic, and give them the opportunity to work in top media agencies and advertisers.

The year-long programme will include:

  • 5-week training by Google in Singapore and Sydney
  • 3-week international work placement in Sydney; and
  • 10-month placement in Singapore with top media agencies and advertisers including Dentsu Aegis Network, Omnicom Media Group, Publicis, Hotels.com and Amobee

MediaMath boosts mobile reach with Mobilewalla

MediaMath has announced the introduction of AudiencePLUS (APAC), the region’s first mobile audience segment collection for digital marketers, on its TerminalOne platform.

Developed by consumer intelligence platform on mobile, Mobilewalla, APAC is intended to help marketers better identify and target individuals through more than 120 audience segments with more than 600 million unique, targetable devices, in twelve countries throughout the region.

Through this partnership, MediaMath clients will be able to target customers on their mobile devices based on multiple characteristics, such as demographics, behaviour, and location. Users will also be able to create custom segments to target audiences in addition to the structured taxonomy offered on APAC.

The offering will also leverage Mobilewalla’s 70 petabytes of accumulated mobile consumer data to compute consumer profiles and segments.

As a result, marketers will be able to plug APAC segments into their marketing campaigns, and further establish a digital connection directly to the mobile devices of their target consumers, thereby extending possible business outcomes.

Rahul Vasudev, MD, Asia Pacific at MediaMath:

The profile of our clients in APAC has changed significantly in the past year, and we’re reaching a stage where we see the investment in mobile overtaking display and video. This does not come as a surprise, given the mobile-first nature of consumers in APAC. We are extremely excited to partner with Mobilewalla to further enhance the audience targeting capabilities within MediaMath’s TerminalOne platform. The AudiencePLUS data set now gives clients the ability to target consumers based on various characteristics, and will provide the end consumer with more relevant ads.

Facebook ads get dynamic for retail

Facebook has introduced Dynamic Ads for Retail. By connecting their local store inventory to the social media platform, advertisers can create a campaign that can dynamically showcase products available at the closest store.

Features include:

  • Local availability: An availability indicator on the ad shows people that a product is available at a shop near them, and the store locator makes it easy for people to get directions.
  • Product summaries: Advertisers can use Facebook-hosted product summaries to give potential shoppers the information they need without leaving the Facebook app.
  • Different actions: Product summaries include ways for people to take actions such as contacting the nearest shop, buying online or saving the product for future reference.
  • Similar products: Similar products available at the nearest shop are featured so that people can browse the aisles directly from their phone.

KMK Online partners with SpotX to monetise video ads

KMK Online has partnered with video inventory management platform, SpotX, to monetise video advertising across its news and video sharing properties.

KMK Online is one of Indonesia’s leading digital publishers, with news portal Liputan6 and online video platform Vidio, entertainment portal Bintang and sports portal Bola. Vidio has 400 million annual streams, and supplies premium local video content to the Indonesian market.

SpotX will provide the programmatic infrastructure, facilitate modern buying techniques, and provide demand facilitation services to help set up deals among the 60-plus trading desks and DSPs it maintains relationships with.

The company said:

We are the first major Indonesian publisher to adopt a programmatic video strategy. The Indonesian media market is maturing quickly and, with high mobile penetration, video is quickly becoming the preferred method for advertisers to reach consumers. We are taking a forward-looking stance in building our video inventory to become a strong video player in Indonesia.

MSL Group launches influence platform

In response to the underutilization of influence in the marketing mix, MSL Group has launched an influence-to-impact performance platform to better deliver the true potential of influence in marketing and reputation at scale. 

Called Conversation2Commerce, the offering is touted to put the agency’s expertise in earned media and influence at the core and surrounds it with best-in-class expertise and technologies from Publicis Communications and Publicis Media.

The new global solution headed by MSL Group’s chief influence strategist, Erin Lanuti, provides scalable services in influence identification, content and idea creation, targeting, amplification and measurement.

It features industry-leading performance marketing data, technology and analytics making it more measurable, transparent and accountable for driving incremental impact and ROI for brands. 

The offering will continuously evolve with advancements in data, technology and channels. It is being marketed through MSL Group, but also through Publicis Communications and Publicis Media.

Arthur Sadoun, CEO of Publicis Communication:

With consumer, media and stakeholder influence now playing a critical role in decision-making, PR has earned a role at the centre of marketing and strategic communications. By bringing together MSL Group’s earned expertise with Publicis shopper, media and creative brands, we have been able to develop innovative solutions for enhancing the consumer experience and driving brand lift and commerce with a level of control, measurability and targeting never before applied to earned media.

Manchester City goes live with Ballr

Manchester City has announce a new regional partnership with mobile fan engagement technology company Ballr, which sees the Live Fantasy Sport App become an official partner of Manchester City in China, India, Indonesia, Thailand, Vietnam and Singapore.

Ballr Football, which launches in October 2016, is a free gaming platform that allows fans to connect, compete and communicate during real-time sporting events.

With a focus on the English Premier League, sport fans can access the app to compete in real-time for the chance to win exclusive merchandise and once-in-a-lifetime experiences, including a trip to the Etihad Stadium to watch Manchester City play and to meet the players after the game.

Damian Willoughby, SVP of partnerships, City Football Group:

Our new partnership with Ballr is an exciting opportunity to engage with Manchester City fans in the digital sphere and to offer them further opportunities to connect with the Club. Manchester City is committed to enhancing the fan experience and bringing supporters together. Ballr shares these values with us and we look forward to building this partnership together.

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