Tech Talk: ComScore, Vpon, Mediacorp, Facebook and Longtail

Indonesia measures up with comScore

ComScore has been selected as the online audience measurement partner in Indonesia for two years from 2016 to 2018.

The appointment, supported by the Indonesian Creative Economy Agency (Bekraf), was made by five associations that have collaborated to standardise online audience measurement in Indonesia and accelerate digital advertising growth in the country.

The associations are the Association of Asia Pacific Advertising Media (AAPAM), the Indonesian Advertisers Association (APPINA), the Indonesian Digital Association (IDA), the Indonesian E-Commerce Association (idEA) and the Indonesian Advertising Companies Association (P3I).

Together, they form the Indonesian Digital Measurement Consortium (IDMC) and represent the majority stake in Indonesia’s advertising ecosystem.

This announcement follows news of the launch of comScore Mobile Metrix and plans for joint mobile panel development with Kantar in Indonesia and a comScore presentation of an overview of the Indonesian online audience at the Asia Pacific Media Forum in Bali.

Jerry Justianto, Chairman of IDMC:

For the past couple of years, we have seen encouraging growth in the country’s digital advertising industry. However, the industry is still facing a measurement complexity that confuses advertisers, agencies and media owners alike. In the absence of a standardised measurement tool to assess the advertising media, there is a lingering doubt toward data validity, hence it’s hard for the industry to reach its full potential. We are really glad to finally appoint this measurement standard, thanks to the hard work of various industry stakeholders.

Vpon beefs up cross-border advertising solution

Vpon has made a strategic partnership with free Wi-Fi provider, AdWifi, to target travellers visiting Hong Kong from mainland China by leveraging LBS (Location-Based Service) technology.

In response to the increasing demand for capturing affluent cross-border travellers during trips, Vpon can precisely reach and deliver the brands’ advertisements through the mobile devices of target audience when they connect to the free Wi-Fi service, which covers over 2,000 hotspots across Hong Kong.

Several international brands, including SK-II, L’Oreal, and Union Pay, have already adopted Vpon’s cross-border mobile advertising solution to reach a broader target audience outside of the domestic customer base.

Apart from Hong Kong, Vpon has also strategically partnered with multiple free Wi-Fi service providers in Taiwan and Japan.

Arthur Chan, general manager at Vpon Hong Kong:

We believe the precision of reaching the target audience through our cross-border advertising solution could be further augmented this strategic partnership. Travellers are able to receive relevant and informational advertisements while enjoying the free Wi-Fi service. Also, the high viewability can better help establish the brand images. It surely improves the effectiveness of O2O implementation, and strengthens the brand image in the long run.

Mediacorp enhances Customer360 platform

Singapore’s Mediacorp has teamed up with Nielsen and Pointlogic to enhance Customer360, its cross-platform targeting solution that aims to help advertisers to reach their consumers more effectively.

By integrating disparate audience currencies across TV, print, radio, out-of-home and digital on a single planning platform, the extended Customer360 now delivers deeper cross-media insights, including unduplicated audience reach, frequencies and overlaps for the first time in Singapore, according to the company.

As part of the product roadmap, Mediacorp will be rolling out 360, a custom campaign-tracking programme tailored for its top advertisers through its insights consultancy arm, MRC. Under 360, computer-assisted telephone interviews will be conducted monthly on a range of client-specific metrics for cross-channel attribution, mix modelling and benchmarking applications.

With access to a richer, unified view of audiences on Mediacorp Audience Network, agencies and advertisers will be able to plan, allocate and optimise their integrated campaign budgets more efficiently.

Elizabeth Ausman, Nielsen's senior vice-president of product leadership:

As the first media owner in the world to adopt a unified cross-media planning solution across its TV, print, radio, outdoor and digital media assets, Mediacorp has taken a huge step forward in delivering invaluable insights to its clients, marking a progressive change in the Singapore media industry.

Facebook upgrades Offers

The social-media platform is making an update to Offers, making it even easier for businesses to share their discounts and promotions on mobile devices:

• Coupon codes: Advertisers will be able generate unique coupon codes for each person who claims an offer.
• Bookmark: People can easily claim an offer on mobile or on desktop and it will automatically save to their bookmark.
• Notifications: People will get notifications across devices about their saved offers, such as when one is about to expire.
• Redeem an offer online: People can paste their offer code during online check out, or can access a code on their mobile device during in-store check out.

Longtail launches programmatic consultancy

Sydney and Perth-based digital agency Longtail has launched a consultancy service to help advertisers through what is often perceived as a ‘programmatic minefield’.

Dubbed ‘Longtail A’, the new arm of the business will provide both strategic consulting and practical frameworks for brands that are considering taking the programmatic in-house, particularly the DMP component. Additionally, advice will be offered to clients seeking better integration with any third party suppliers or agencies.

Longtail CEO and founder Carlo Bertozzi:

The technology available to brands is more powerful than ever, but there are uncertainties that hamper how quickly some brands are taking up programmatic opportunities. Issues around transparency and accountability are well known, but there’s a lack of creative perspective that is an equally significant weakness in most strategies. Having visibility over your own DMP unlocks huge potential for marketers seeking to better understand and communicate with their audience, while also solving uncertainties around transparency and accountability.