Axiata teams with Adknowledge for targeted advertising

Operators getting back into Targeted Advertising

Reintroducing Targeted Advertising

Have you ever surfed the web and felt like you are being followed?  Google calls it re-marketing, but there are plenty of ways to do it and no shortage of customers.

Axiata, one of the largest telecommunications groups in Asia has inked a partnership deal with US-based digital marketing company, Adknowledge to offer a contextual marketing as a service.

Axiata has concerns across much of Asia, see below (compliments of Wikipedia)

Bangladesh – Robi (92.%); Cambodia – Smart (100%); India – Idea Cellular (20%); Indonesia – AXIS, XL (67%); Malaysia Celcom (100%), Tune Talk (35%); Pakistan – Multinet (89%); Singapore – M1 (29%); Sri Lanka – Dialog (85%); Thailand – i-mobile (24%)

Adknowledge is a digital advertising technology company specializing in helping demanding clients get a great ROI from their digital media spending

According to the press release…

  • The venture will help businesses improve on advertising delivery and return on investment by creating brand awareness and engagement for an estimated two billion mobile users
  • Global digital advertising spend will reach US$154 billion in 2015—with Asia Pacific being the second-largest region after North America—due to rapid adoption of smart devices and changing video viewership patterns
  • Adknowledge’s 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.

Not sure what the “contextual service” is but after having read through several case studies on their site, I am guessing it is a form of targeted advertising.  Since I could not find any case studies that related specifically to operators, I assume the joint service will be offered to Axiata’s enterprise customer base.  Combing Adknowledge’s skill set and Axiata’s customer base this seems like a great opportunity for both companies. 

Behavioral or targeted advertising created a big buzz in the mid to late 2000s with companies like Phorm and Nebuad.  They pretty much fell to pieces around privacy concerns.  It seems targeted advertising is on the way back, this time not so much focusing on the individual, but on their associated behaviors.  So instead of following individuals, companies sort subscribers into segments based on their online behavior and then target advertising specifically to each segment.  Not dissimilar than the previous model, but hopeful side-stepping and privacy issues.  The model used by Axiata and Adknowledge is specially opt-in.  I have a feeling we will be seeing more and more of this during 2015…


More Here… [digitalnewsasia]



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