With the partnership, Amobee’s publisher-side mobile advertising platform, PULSE for Publishers, is now fully operational in the region and gives these large operators the ability to lead the mobile advertising ecosystem in Asia with data-rich, privacy-compliant inventory, which is the holy grail of mobile advertising.
With Amobee’s mobile advertising technology, the partner carriers — Globe (Philippines), Optus (Australia), SingTel (Singapore) and Telkomsel (Indonesia) — can now provide global brands with the relevant mobile advertising inventory to reach the fast-growing Asian market. The Amobee PULSE for Publishers platform gives each of these operators the ability to enhance mobile inventory with targetable user data, therefore enabling brands to achieve better results by reaching the right consumers, at the right time, in the right place, with the right offer.
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Allen Lew, CEO of Group Digital L!fe at SingTel, said, “Consumers are increasingly choosing mobile devices for the consumption of content and to conduct research for their purchases. Many of them are also warming up to targeted ads, which reflect their interests, connections or locations. This makes the mobile space increasingly relevant for brands and advertisers.”
He added, “By working with Amobee, the SingTel Group is extracting value from our unique assets — the scale of our regional customer base and our deep customer insights — to offer mobile advertisers the most mileage out of their spend. With the rich data we have, they can benefit from a more targeted and segmented customer reach. At the same time, our customers will benefit from personalised, highly relevant and non-intrusive mobile ads which are delivered in a legally compliant manner.”
“The Philippines is one of the fastest growing, mobile-centric markets in the world, where nearly every Filipino owns a mobile device rather than a computer. Therefore, it has become crucial that advertisers and brands stay on top of consumers’ minds with relevant mobile ads,” said Ernest Cu, CEO of Globe. “Our partnership with Amobee will be essential in providing the most intuitive mobile offering to brands looking to leverage our unparalleled reach in this market.”
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Amobee held a media briefing, where CEO Trevor Healy shared the company’s updates and insights so far. According to Trevor, Amobee is moving its global headquarters to Singapore, and the company forecasts a 300% growth in its business in Asia this year. In fact, Amobee predicts that 40% of its profits will be from Asia by the end of 2013, which contributes to Amobee’s global business doubling during the year.
“Amobee is excited to partner with Globe, Optus, SingTel and Telkomsel to make Asia the global leader in mobile advertising,” Trevor added. “More importantly, we are using operators’ big data to fuel better targeting.” He added that the company is also working with additional SingTel subsidiaries, particularly Maxis in Malaysia and AIS in Thailand, and that Amobee is exploring partnerships with telcos from Japan.
The partnership with the four big telecommunications providers in the region gives Amobee the ability to better target these telcos’ customer base, thereby enhancing its position in the market as regards big data and advertising. As a benefit to consumers, mobile users are now likely to receive targeted ads they are interested in, based on their mobile activity, rather than generic ads that might be considered spammy or irrelevant.
With big data, carriers and Amobee will be able to categorize their customer base into segments that allow for better targeting. More focused targeting means Amobee can approach advertisers with better recommendations and pitch to them based on this data, which may include preferences on where users shop, what kinds of cuisine they like, and places they frequently visit.
But going beyond mobile, Trevor shared that the company is diversifying, as its core business is under pressure due to the evolving nature of mobile technologies. Amobee is now exploring alternative advertising media, such as email-based ads, display ads, tablet-based marketing and the like. While no formal announcement has been made, we can expect Amobee to disclose more details on these efforts soon.
With contributions from Joash Wee and J. Angelo Racoma