Opinion

The week in review: Programmatic bosses on transparency | Singapore anti-gambling ad ridiculed | Google one in five mobile ads not displaying | New ads for HBO, DTAC, Samsung

Picture-75-100x100In a week which saw Singapore host both ATS and Adtech issues around digital and programmatic took centre stage, with discussions around the lack of transparency in Asia, debate over clients taking their programmatic buying in-house and the lack of mobile optimisation among publishers. There was also an awkward moment for the Singapore government after an anti-gambling ad drew online ridicule following Brazil’s defeat at the World Cup.

Story of the week

L:R O'Kane, Schleiben, Green, Tompkins, de Reijk

L:R O’Kane, Schleiben, Green, Tompkins, de Reijk

Speaking at Monday’s ATS, the APAC head of GroupM’s programmatic business Xaxis told the forum that he does not believe most clients are capable of taking the programmatic buying of media in-house.

Michel de Rijk said that while a small number of global brands might have the capacity most brands would struggle and find themselves at a disadvantage by trying to compete with the specialist programmatic trading desk of major media buying agencies.

“I think there are few, literally a handful of advertisers, who will do this on a global level,” de Rijk, who is APAC managing director of Xaxis, told the panel. “I think there is a big group under that who think they can do it, but actually they lack the expertise, the funding or the will to do it.”

“It will be like with search over the years. Some advertisers take it in-house they realise it’s not as easy as they thought and they bring it back to their agency.”

Quotes of the week

“Germany beat Brazil 7-1! Brazil need to find out what went wrong and I need to find the scriptwriter for the gambling control advertisement,”

Minister for trade and industry Teo Ser Luck in Singaporean anti-gambling ad draws online ridicule

 “If you look at the industry the battle for transparency has already won. There are some people who in segments of the industry have their heads in the sand but it is very clear that our technologies are all able to do this.”

Stuart Spiteri, managing director of Asia Pacific in programmatic bosses duel over whether transparency in Asia has been ‘won’

“I think the war has been won with the global ad networks that were across several regions but the local markets still have a lot to do on the transparency side… Then you also have local ad networks on the mobile side which are very non transparent  – that battle has not been won at all.”

TubeMogul’s APAC managing director Phu Troung in programmatic bosses duel over whether transparency in Asia has been ‘won’

“What we are seeing across APAC is that if you benchmark into backup gifs onto mobile websites almost one in five ads are not rendering to the best user experience.”

Ryan Ferguson, Google’s head of platform solutions for Southeast Asia in Google: Up to one in five mobile ads not fully optimised

Best work

Y&R Thailand’s ‘The Power of Love’ ad for telco dtac pulls 8m Youtube views in a week

DDB Mudra West launch new HBO ads highlighting uninterrupted ad-free viewing

BBDO South China launches new ‘Break Up’ ad for Asian markets featuring Rainie Yang

Cheil Samsung Galaxy Tab S campaign draws 2.5m online views in its first week

Best-read story on Mumbrella Asia

Online users have mocked a Singaporean anti-gambling advertising ad, which focused on how a father had put his son’s savings on Germany winning the FIFA World Cup, following their surprise win over Brazil this week.

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The Youtube video, which has run throughout of the World Cup, went viral on social media shortly after the game ended with satire sites such as SGAG quickly jumping on the bandwagon.

The campaign, which was funded by the National Council on Problem Gambling had the tagline: “I hope German win. My dad bet all my savings on them.”

This quickly became a point of parody with many online users, including Singaporean government ministers, noting the large amount money someone betting on Germany might be in line to win.

Good week for…

The transparency debate in Asia with the senior bosses debating the issue at Adtech SEAN.

Jian Yang who was appointed to be global strategy director for Transformers – Hasbro’s largest franchise.

Bad week for…

National Council on Problem Gambling who were ridiculed online after their anti-gambling campaign opened itself for parody with Germany defeating Brazil in the World Cup 

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