Tech Talk: Linkfluence, Pixels, Qlippie Live, Alipay and more

Pixels launches mobile-first native advertising solution MONA

MONA (short for Mobile Native) is a form of paid advertising presented on mobile across the Pixels Mobile Ad Marketplace where the ad format follows the natural form and function of the mobile experience.

It is meant to allow advertisers to access the growing pool of Hong Kong consumers accessing the Internet on mobile devices while ensuring that their brand message blends seamlessly with publisher content.

According to Pixels’ internal data, currently over 65% of users on its ad marketplace product accesses content via a mobile device, eclipsing desktop traffic.

MONA ads can be placed on nine content and demographic channels that include parenting, travel, news, finance, entertainment, women. Major publisher partners include Now.com, Mingpao, AM730, ePrice, RingHK, Fan Piece.

Advertisers that have already signed on to use MONA include HSBC, Hang Seng Bank, Prime Credit and the Mandatory Provident Fund Schemes Authority (MPFA).

Kevin Huang, CEO of Pixels:

As mobile becomes entrenched in our daily lives, advertisers are looking for increasingly effective mouse traps when advertising on a screen no larger than 5 inches. MONA is a natural extension to our existing, highly successful display rich media suite. In our early test campaigns, MONA showed results that are higher than standard display ads as it commands higher user attention.

DoubleClick introduces new Conversions API

The new API allows advertisers to securely connect offline conversion events to digital advertising programs, so as to measure the full impact of digital spend.

Take the auto industry, for example. Consumers in the market looking to buy a new sedan might start by watching video reviews of popular models. When they’ve narrowed down a few options that fit their needs, they’re likely to search for local dealers and make calls to schedule test drives. Finally, after all of this research, they’ll make their decision and buy directly from one dealer.

A car maker trying to reach consumers in this journey is probably looking at proxy metrics (i.e. lead forms, time on site, video completion rates, etc.) to measure the success of digital campaigns, but with a partial understanding of their impact. With the Conversions API a car advertiser is able to measure offline activities as well — such as calls, visits or transactions happening in the dealership — with a complete view of the customer journey.

Luke Hedrick, product manager, DoubleClick:

By considering offline actions such as store visits, call activities and in-store transactions you can gain insights that will allow you to make your ads more relevant for consumers and perform better.

In addition to gaining a more comprehensive view on campaign performance, you’ll also be able to use these insights to better refine your audience lists.

You can exclude existing customers from your new acquisition program and focus on retention and loyalty, or re-market to consumers who have called your call center but didn’t purchase.

Current Asia enters partnerships with Marketo, Oracle Marketing Cloud and HubSpot

Marketing automation consultancy and managed services provider Current Asia has signed partnership agreements with three platforms: Marketo, Oracle Marketing Cloud and HubSpot.

They add to existing relationships with Adobe, Sitecore and The Trade Desk.

David Ketchum, CEO of Current Asia:

We’re agnostic when it comes to recommending and implementing marketing technologies for our clients. And now we have a broader range of options and deeper expertise to develop targeted customer experience solutions.

Alipay expands to Hong Kong

Alipay, Alibaba's mobile payments business, has expanded to Hong Kong—its first local-currency launch outside mainland China.

At the moment, this expansion only extends to Hong Kongers shopping and paying with HKD on Alibaba’s online marketplaces, Tmall and Taobao, and not in offline stores yet. Before this, Alipay’s Hong Kong service had been limited to payments made in Chinese yuan.

Alipay aims to sign up 8,000 local merchants before the end of the year.

Xaxis acquires e-commerce specialist Triad Retail Media in the US

Xaxis has agreed to acquire, subject to regulatory approval, Triad Retail Media in the US. Triad’s gross revenues were over US$500 million for the year ended December 31, 2015 with net revenues of over US$120 million as of the same date.

Triad fuels mobile and desktop e-commerce by enabling large retailer clients like Walmart, Sam’s Club, eBay, Toys “R” Us, Kohl’s, Asda Stores to turn their websites and apps into advertising platforms.

The deal will establish Xaxis as a player in the retail media and e-commerce market while providing Triad with access to Xaxis’ technology expertise and the resources and client base of WPP.

Linkfluence announces record investment of 12 million euros

Linkfluence, a specialist in social data intelligence, announced its most sizeable fundraising yet: 12 million euros in the year of its 10th anniversary. The funds came from long-standing shareholders (Banexi, Orkos Capital and Sigma Management), and new supporters including BNP Paribas Development.

Linkfluence aims to pursue its investment in R&D and to further accelerate international expansion with the funds.

Hervé Simonin, CEO of Linkfluence:

Attracting investment from as BNP Paribas Development sends a strong signal to the market and positions the company as a serious player with excellent potential. In the context of an extremely rapidly growing market, we hold all of the tools for success: technological capital, a strategic R&D programme, flexibility and strong human expertise.

Qlippie Live to debut globally next Tuesday

Qlippie Live, designed by Tencent, is claimed to be the first, clippable and stylish mini HD camera with livestream technology. It will be introduced to the global market next week through a crowdfunding campaign on Indiegogo.

The Qlippie team aims to exceed its target of selling 200 Qlippie Lives within 30 days.

Jonathan Wong, general manager of user experience and design, Tencent:

With Periscope reaching its two-year anniversary, a new era has arrived. Live video is the preferred format to share media content. With our latest Qlippie Live feature, users can now share their favorite moment 'live' with their friends, in just one easy step. We are very excited to work with our Dutch team to launch Qlippie Live for our global users.

UBM, LIMA and Alifish join forces to strengthen Chinese online licensing market

UBM (organiser of licensing trade shows), together with the International Licensing Industry Merchandisers' Association (LIMA) and Alifish (the licensing and entertainment business unit of Alibaba), announced a strategic partnership to support the development of China's brand, art and character licensing industry through online training, live events and education programmes.

The collaboration will facilitate business connections between licensors, agents, licensees and retailers in China.

Hong Ying, general manager of Alifish:

With our powerful e-commerce ecosystem, we are able to bring together key stakeholders – from consumers to retailers – to this collaboration. Working with industry leaders such as UBM and LIMA helps to extend our ecosystem to the benefit of all participants along the licensee value chain.