Digital advertising still on the rise despite ‘growing pains’ – says IPG’s Leigh Terry

The chief executive officer for IPG Mediabrands Asia-Pacific has said that the digital advertising industry is set to become “stronger” following a period of fierce scrutiny related to concerns over metrics, measurement and brand safety.

Speaking ahead of his talk at Mumbrella360 Asia, Leigh Terry said that issues such as fake news and digital measurement remained at the top of the agenda for marketers this year. But he said that hope was on the horizon for positive change.

“Thinking back, there are two trends I would cite as having carried over from 2016,” he said. “The first one being fake news and certainly the discussion from one individual in North America keeping that the top of the agenda, and how that starts to permeate into media, marketing and society.

“[The second trend] is around the growing pains of digital, in particular around measurement. There is a lot of discussion about how digital should be held to account in the same way as traditional media is. And I think it {digital} will come out a lot stronger around the area of viewability, brand safety and being good value for clients.”

During Mumbrella360 Asia, which takes place at the Marina Bay Sands on November 7-9, Terry will be presenting the session: ‘Dynamic brands; Here today, gone tomorrow…?’

Using a “new breed of metrics”, he will present the Asia-Pacific Dynamic 100 index – identifying the region’s most leading-edge brands. The research is based on a survey of 10,000 consumers and more than 1,000 brands. The results to be revealed in this session, curated by IPG Mediabrands, will certainly surprise people – claimed Terry.

Asked about what the findings, he said: “What we’re going to be looking at is brand metrics, rather than brand advertising; looking at the absolute relevance of these brands within culture.

“It is quite surprising that some of the brands that have come out quite strongly across APAC, and equally some of the ones you would expect {to do well} have not come out as strongly as they would expect. I think it will drive a fair bit of interest and debate when we reveal those.”

For information on sponsorship opportunities at the event, contact the publisher Dean Carroll on


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing