CReATION: AdSociety aims to expand globally with partnerships

AdSociety has expanded its portfolio of services and stepped into regional markets following a series of partnership announcements over the past month, including alliances with Microsoft's MSN, Media Genesis, AdForce Asia and LG Advertising. AdSociety CEO Mr Patrick Jonathan Wong said the company had also finalised alliances with other companies in Japan and mainland China as part of its global strategy. "The other partnerships we will announce soon will also fall into these four categories. Through mergers and acquisitions we hope to become global by working with companies in Europe and Asia. We are looking for companies that can help us enter new markets, provide new technologies, websites and products. "It is time for an Asian brand to go global. Too few of them actually make it there. In the first half of next year we hope to enter the Europe and US markets. We will also begin to focus on wireless because after broadband that is the next stage for our development." The company has won the rights to exclusively sell advertising on Microsoft's MSN portal in Hong Kong and Singapore. According to Mr Wong, the company will sell MSN Internet services with the support of its regional network sales team. Meanwhile, MSN is to appoint key personnel in each market to provide information and training to assist AdSociety in meeting its targets. It will also support AdSociety through trade advertising. "Our mission now is to make advertisers aware of the compelling marketing and sales opportunities MSN presents and to quickly build advertising revenues for our clients," Mr Wong said. The companies are to target "fast moving consumer goods brands that are investing in developing their sites". AdSociety also has the capacity to deliver personalised, permission-based email marketing services in several Asian languages through Media Genesis, launched by Dr SK Fung - the former general manager of TVB International and a founder of CNBC Asia. The alliance gives AdSociety the exclusive advertising sales rights on email sent to Media Genesis' clients and list exchange partners. It also allows AdSociety to offer the service to its advertising clients. Meanwhile, an agreement with AdForce has given the company access to ad management technology. AdForce's targeting, inventory forecasting, tracking and reporting technology is now available to AdSociety clients. Mr Wong told CReATION, "We need AdForce technology to serve our ads. This technology is actually the last remaining independent technology, unlike other technologies by providers like DoubleClick, which are only available to those companies." AdSociety has also established a partnership with Korea's LG Advertising to form AdSociety Korea. The new company has been set up as a broadband advertising, marketing and sales network. AdSociety had earlier announced the launch of its Australian operations and a partnership with Australian Media Holdings to deliver broadband advertising sales to the Australian market.

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