US-based Adknowledge and Axiata in pact to tap Asia’s mobile ad market
By Digital News Asia January 20, 2015
- Help businesses create awareness and engagement, improve advertising ROI
- Global digital ad spend to hit US$154bil in 2015, APAC second only to North America
US-based advertising technology company Adknowledge Inc said it has entered into a strategic alliance with Axiata Digital Advertising, a subsidiary of telecom giant Axiata Group Bhd, one of Asia’s largest telecommunications companies.
The venture, Adknowledge Asia Pacific Pte Ltd, will boost Adknowledge’s expansion plans in Asia Pacific and strengthen Axiata’s mobile advertising presence among the region’s more than two billion users, the company said in a statement.
Adknowledge will work with businesses, advertising agencies and app developers in Asia Pacific to provide data-driven advertising strategies that raise brand awareness, as well as drive sales and app installs through digital video, mobile and social media marketing.
“With our technology, experience and expertise, we will change the ways advertisers connect with their target audiences across the rapidly growing and increasingly mobile Asia Pacific region,” said Adknowledge chief executive officer Ben Legg.
“Adknowledge has unmatched ability to reach consumers via video on YouTube, as well as through our social media and mobile platforms,” he claimed.
Adknowledge said its technology will enhance mobile advertising in Asia Pacific by bringing innovative solutions to the market that are less intrusive and more intuitive, turning advertising into a contextual service rather than a business proposition.
The immediate target markets are Singapore, Indonesia, Hong Kong and India, with plans to create a business presence in several other Asia Pacific countries over the next 18 months.
“Adknowledge has been in business for more than a decade and worked with some of the biggest companies and advertising agencies on earth,” said Axiata president and group chief executive officer Jamaludin Ibrahim (pic).
“With more than two billion mobile users in the Asia Pacific region, we believe this partnership will ensure that consumers see more relevant, targeted ads.
“That means a better experience for them, and more efficient, intelligent ad buys for brands and agencies,” he added.
This new venture comes during a boom time in digital advertising, Adknowledge said.
According to eMarketer, the Asia Pacific region boasts the second-biggest share of digital ad spending worldwide, with a predicted US$47 billion to be spent on digital advertising in 2015.
Given the proliferation of smart devices, more consumers are spending their time online, which is driving rapid growth in digital advertising, the company added.
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