Tech Talk: IAB Singapore, AdParlor, LinkedIn, Unruly and more

AdParlor launches real-time Sports API

AdParlor has partnered with Adknowledge Asia to launch Sports API, a new addition to its real-time, trigger-based advertising solutions. This will enable advertisers to activate specific ads automatically based on sports results.

Using the company’s rule-based engine with ads that are set up ahead of time, the Sports API enables sponsors to deliver the appropriate message without any delay. For example, “If Feng Tianwei wins a medal” AND “the medal is gold” THEN “activate creative C.”

With access to real-time 2016 Olympics event data, the social and video advertising platform says it will be helping several major brands automate social-media campaigns based on medals, records and final scores.

Following games in Brazil, advertisers will be able to use AdParlor’s Sports API real-time marketing messages during major sport events, for instance, the SEA Games, English Premier League and Twenty20.

David Rhoades, VP Marketing, Adknowledge Asia:

Waiting even 20 minutes to start engaging in the conversation about a big victory is far too long of a delay. By that point a post on a social feed or news-site could be lost in the noise. Automating advertising based on sports outcomes gives our clients an entirely new way to deliver relevant, personalised messages, at precisely the right moment.

LinkedIn connects with more than 100 million APAC professionals

LinkedIn has reported crossing the 100-million member mark in the Asia-Pacific region, a doubling of its member base in two years. The region now represents 22 percent of LinkedIn’s global member base of over 450 million.

With 37 million members, India retains its spot as the second largest market in member base terms, after the US, and the largest market in APAC. China currently accounts for more than 23 million members, while Australia has 8 million members.

The member base across Southeast Asia also continues to rise, hitting 18 million including 6 million in Indonesia, 4 million in the Philippines, 3 million in Malaysia, and 1 million in Singapore.

Olivier Legrand, managing director, LinkedIn Asia Pacific and Japan:

With 40 percent or 280 million of the world’s professionals living and working in Asia Pacific, there’s still plenty of runway for us to grow, particularly in the segments related to students and young professionals, the fastest growing demographic on LinkedIn. As the region continues to gain momentum as a key economic driver, we can’t wait to see our members become even more successful and extend their influence across the world.

Insights into APAC membership:

• Global connections: Outside of the APAC region, the US and UK are among the top 3 countries that members are connected to, in addition to other professionals in their respective home countries.
• “Social Selling”: In APAC, professionals are using LinkedIn to grow their business and career. Across markets like Australia, China, Hong Kong, and Singapore, salesperson emerged as the most common occupation on LinkedIn, followed by business owners. Professionals avoid “cold-calling” and leverage social connections to initiate “warm introductions”, build relationships with prospects and customers to grow their businesses.
• Interest in content: Professionals in APAC are also consuming and engaging with content on issues and global challenges that are relevant to them professionally. For example, in the last 90 days in Singapore, China and Hong Kong, “European Union” emerged amongst the top 10 most popular topics in view of the recent news on Brexit. Topics on “Recruiting” and “employee engagement” are top-of-mind for professionals across the region.

IAB maps out Singapore's ecosystem

The IAB Singapore (IAB SG) has been working with its Programmatic and Content Committees over the past few months to map out Singapore’s vast and ever growing industry. Two Lumascapes have been designed and distributed.

The Programmatic Ecosystem shows major companies who form the region’s Advertising Technology components including programmatic agencies, DSPs, data providers, exchanges, publishers, managed buying solutions, delivery systems, tools, analytics and verification.

The Content Landscape goes through content creation, content management and content distribution businesses and how they make up the industry.

Unruly Pulse debuts down under

Video ad tech company Unruly has launched its analytics engine in Australia, following the offering’s launch in Singapore in July.

Initial market insights found that Australian marketers have to work a lot harder than the global average to engage consumers emotionally.

Australians are:

• 33 percent less likely than the global average to feel intense feelings of happiness,
• 12 percent less likely to feel intense feelings of warmth,
• 28 percent less likely to feel intense feelings of inspiration.

However, they are 100 percent more likely to feel intense feelings of sadness than the global average.

Purchase intent is also lower among Australian audiences at 22 percent, compared to 57 percent across South-East Asia, 42 percent in the US, and 30 percent in the UK and Germany. Only Japan had weaker brand uplifts in response to video ads.