Staff Reporters
Mar 10, 2017

Tech talk: Mobile analytics for OOH planning, an Asean DMP, mobile inventory discovery

Our latest adtech and martech roundup briefs you on news from Posterscope/DataSpark, Innity, Qualtrics and Smaato.

Posterscope and DataSpark partner to improve OOH planning
Posterscope and DataSpark partner to improve OOH planning

Posterscope announced a strategic partnership with DataSpark, a subsidiary within Singtel, to launch an industry-first initiative using near real-time mobile analytics in the strategic planning for OOH advertising in Singapore.

Posterscope will employ DataSpark’s mobility intelligence on commuters in planning for marketing campaigns in specific locations. This collaboration will "shed light on the ebb and flow of footfall traffic" and "show the trajectories of different audience segments, including tourists".

Arthur Chang, head of Posterscope: 

Our new multi-data source approach will help clients gain more insight into consumer behaviour. Partnering with DataSpark not only gives us a competitive edge, but also elevates the quality of services that we provide in the OOH advertising space.

Lim Wee Tee, director of sales, DataSpark:

With an oversubscribed mobile population in Singapore, DataSpark has developed proprietary tools and data science methodologies in understanding how mobility affects the surrounding environments. This is a first-of-its-kind collaboration between DataSpark and an OOH communications agency, and we look forward to demonstrating the importance and usefulness of near real-time data analyses for the effective execution of campaigns.

Innity launched its data management platform, Advenue DMP, claiming it helps clients and publishers collect, organize, and utilise data in real time to gain a better understanding of their audience and deliver scalable results.

In addition to collecting, combining, segmenting, and converting first-, second-, and third-party data into consumer insights, the DMP has access to all second-party data from Innity. This allows Innity to enrich the data to find customers according to behavioural, demographic and brand-affinity patterns. 

Advenue DMP also offers clients various ways to enhance data collection via interactive content such as quizzes and contests.

The plaform has more than 150 advertisers and publishers on board, including publishers such as SinChew, Karangkraf, Zuji Hong Kong, A Day Media, and YesNews. It is available in Indonesia, Hong Kong, Malaysia, Philippines, Singapore, Taiwan, Thailand and Vietnam, and will eventually expand to the whole of the ASEAN region.

Phang Chee Leong, CEO and co-founder of Innity:

With Advenue DMP, we can take digital marketing to the next level. We can unlock new and useful ways to benefit and monetise data for our clients. Combined with Innity's unparalleled reach and responsive ad formats, Advenue DMP will help advertisers and publishers deliver increasingly personalized and impactful campaigns.

Phang Chee Leong

Smaato has launched what it calls the mobile advertising industry’s first Inventory discovery feature, which helps mobile advertisers discover and target mobile advertising inventory across the Smaato exchange. 

The Inventory Discovery feature of the Smaato Demand Platform (SDX) automates the process of identifying mobile supply through a self-service interface, offering granular controls designed to make mobile advertising spend as targeted and efficient as possible for programmatic buyers, the company said.

Available inventory can be filtered based on time, queries per second (QPS), geography, ad format, operating system, device type, and more. Once relevant inventory is found, a single click creates an SDX line item, which can start receiving bid requests immediately, the company said.

Ragnar Kruse, CEO and co-founder of Smaato:

We’re excited to unveil the Inventory Discovery feature as it provides new value to our demand partners, giving them power to seamlessly identify and target new publisher inventory for their campaigns. By enhancing our platform to give demand partners more control, Smaato continues to close the gap between the demand and supply sides, which makes our overall offering more robust and scalable.

Qualtrics announced the Qualtrics XM Platform, which it claims is the world’s first "experience management platform". The company claims to be creating the experience-management category, in the way Salesforce and Workday have defined the CRM and HRM categories.

Qualtrics XM, according to the company, helps companies measure, prioritise, and optimise the experiences they deliver across the four foundational aspects of business—customers, products, employees and brands.

Ryan Smith, CEO, Qualtrics:

There are two types of data: operational data and experience data. For too long, organisations have been looking exclusively at data about the past—the operational data or ‘O data.’ Where companies fail is in not leveraging experience data, or ‘X data.’ X data is the human-factor data, the beliefs, emotions, and sentiments that tell you why things are happening and that help predict what is going to happen next. And while there are plenty of technologies to help companies manage their operational data, until now there hasn’t been a technology that makes it easy to capture and understand the X data.


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