Mobile adtech company Adludio has expanded operations into Hong Kong.
The Hong Kong team will be led by Bono Chan, sales lead. The company, which evangelises for creative that's made for the mobile platform rather than adapted, came to APAC with a Singapore office in 2017 and has also opened offices in Paris and Los Angeles recently. Launched in 2015, the company serves clients including Richemont, Jaguar Land Rover, Estee Lauder and Marriott.
"We’ve grown from a team of two 12 months ago, to a team of eight across Singapore and Hong Kong, and will be growing this to 10 in 2019," Benjamin Pavanetto, head of APAC at Adludio, told Campaign Asia-Pacific. The company also intends to make another senior hire in the region soon, he added.
The company's clientele is a blend of MNCs wanting to reach Asian markets and regional brands wanting to make a splash in their home market, Pavanetto said.
Small screen, big impact
Brands need to master mobile as a creative medium.
By layering proprietary technology on top of HTML5, Adludio claims it enables ads that load 10 times faster than traditional HTML5 while also delivering guaranteed brand engagement—meaning ads that are 100% viewable. "Chinese audiences are saturated with more content on more devices and platforms than almost any other market, and I think that brings significant challenges to brands looking to cut through the noise rather than add to the clutter," Pavanetto said. "The emphasis therefore shifts to creative and how brands are creating ads which are built from the ground up for the screen and platform on which they are served."
The company alsos taps into kinaesthetic learning to make brand messages more memorable, he added. "Touch commits experiences to memory quicker, and consumers are 10 times more likely to remember an ad which requires them to interact. When an ad feels like an experience, consumers engage with it 10% to 15% more, and ads with high engagement rates are likely to have better conversion rates, driving higher ROI."
While traditional media is still very popular in Hong Kong, Pavanetto noted that adspend on traditional media is forecast to decline slightly over the next three years, while mobile and digital revenues are set to increase significantly. "We need to be careful not to become too polarised in debates around traditional versus digital" he said. "OOH and TV are still very strong channels in Hong Kong. However, marketer’s media budgets should reflect where consumers are spending their time, and this increasingly reflects the importance of mobile."
Paul Coggins, Adludio’s CEO, said in a release that Asia Pacific has shown tremendous growth for Adludio and has become in a relatively short span of time one of the company's key markets globally.
Video demo of a Jaguar ad using Adludio's tech: