Author: adscholars

Petal Ads Announces Partnership With MMP WorldWide

Petal Ads, previously known as Huawei Ads, has teamed up with MMP World Wide (MMPWW) to expand its reach in international markets, particularly China. The partnership comes on the heels of MMPWW’s acquisition by the out-of-home provider, Life on Screen. This collaboration will enable MMPWW to broaden its portfolio of ad networks by accessing exclusive Huawei audiences and further bolster its presence in international markets.

Petal Ads is collaborating with MMP World Wide (MMPWW) to enhance immersive solutions in the MENA region. The partnership aims to provide consumers with unique experiences and multiple activation options by leveraging MMPWW’s programmatic expertise. Petal Ads will also be able to monetize their digital ad inventory more effectively and boost campaign performance through targeted programmatic in-app advertising.

Petal Ads will provide MMPWW inventory on Huawei’s media platforms such as AppGallery, Huawei Video, Huawei Music, and Petal Search. This means that advertisers will have access to a wider audience and more targeted advertising options on a global scale. Overall, this collaboration is set to revolutionize digital advertising in the MENA region and beyond.

Campaign Middle East quotes William Hu, Managing Director of Huawei Consumer Business Group, Middle East and Africa Eco-Development and Operation said,

We are delighted to collaborate with a regional powerhouse like MMP WorldWide and are confident that this collaboration will usher us into a new era and open new doors for advertisers in the region. At Huawei, we are always interested in forming partnerships with companies that are at the forefront of the ad-tech industry and understand the power of programmatic advertising and its role in brand building. Through this collaboration, we hope to provide advertisers with new ways to target customers by leveraging the Petal Ads ecosystem.

Ayman Haydar, CEO of MMP World Wide further said,

We are excited to be a Petal Ads certified partner and look forward to collaborating on bringing these exclusive solutions to the market. Huawei already has a significant market share in the MENA region and is steadily expanding its customer base, and I am confident that we can effectively offer the industry this Petal Ads ecosystem. With China now easing up travel restrictions, the timing is perfect for us to help MENA advertisers target more effectively in the biggest market in the world.

Silverpush and PubMatic join hands for better digital advertising in APAC

PubMatic and Silverpush have announced a strategic partnership aimed at enhancing brand and advertiser connections with target audiences in the APAC region using data-driven advertising. The partnership will enable advertisers to leverage Silverpush’s AI-powered contextual data programmatically through Connect, PubMatic’s audience solution. Connect provides privacy-compliant solutions for engaging audiences without relying on third-party cookies or outdated strategies.

With this partnership, advertisers gain access to valuable audience data, which can be applied on the sell side to improve campaign efficiency. This collaboration will allow advertisers to access PubMatic’s premium inventory and use Silverpush’s hyper-contextual targeting capabilities to reach their targeted audience, driving engagement and conversions. The partnership is set to take effect immediately, with both companies working together to deliver their shared vision of providing powerful, data-driven tools for advertisers to achieve their marketing objectives in the APAC market.

Silverpush is an advanced AI-powered advertising solutions provider, specializing in innovative and data-driven strategies to solve complex client problems. Its flagship products, Mirrors and Parallels, offer cutting-edge technology to reach the most relevant audience in a brand-safe environment through contextual video ad placement targeting. By partnering with PubMatic’s audience solution, Connect, advertisers can now access premium inventory and leverage Silverpush’s hyper-contextual targeting capabilities to reach their desired audience in the right context and drive engagement and conversions.

PubMatic Partners with Comscore’s Proximic for ID-Less Targeting

PubMatic, an independent technology company focused on digital advertising’s future supply chain, has teamed up with Proximic by Comscore to integrate the latter’s Predictive Audiences and Content Targeting solutions into the PubMatic platform. These solutions are contextually driven alternatives to ID-based targeting, allowing marketers and media companies to boost their reach and performance without relying on IDs. PubMatic’s Connect platform provides media buyers with privacy-first access to data and insights, making data from Proximic by Comscore available to them. The integration enables PubMatic’s clients to reach key audiences across various devices and platforms, including desktop, mobile, and connected TV, in a premium and brand-safe environment.

Jessica Trainor, Head of Partnerships, Proximic by Comscore said,

We are excited to partner with PubMatic to make our Predictive Audiences easily accessible for targeting on the sell side. This partnership offers buyers access to ID-less audiences that can be applied to private marketplaces to help close the addressability gap left by the many compounding factors driving signal loss in our industry.

 Mark Williams, Senior Director, Audience Solutions, EMEA at PubMatic said,

PubMatic is committed to providing advertising solutions that deliver results. This partnership with Proximic by Comscore enables us to offer addressable audiences, incremental reach and performance to our clients. Digital advertising industry is shifting from buy-side to sell-side targeting, a strategy that delivers superior addressability and performance for both publishers and advertisers in a privacy-centric matter.

Interesting Read: The Adtech Landscape in 2023

Adform and Digiseg offer new ad tool for Saudi Arabia advertisers

Adform and Digiseg offer a new ad tool for Saudi Arabia advertisers. Adform and Digiseg have formed an exclusive seven-month partnership in Saudi Arabia. Adform is a global, independent, and fully integrated advertising platform built for modern marketing. Digiseg, on the other hand, is a global provider of cookie and ID-free audience data, which helps advertisers reach their target audiences without relying on third-party cookies.

As part of their partnership, Adform’s clients in Saudi Arabia will access Digiseg’s unique audience data that segments entire countries into 100-500 household neighborhoods This data includes information about home type, life stage, household income, and more. This data is unique because it is privacy-compliant and does not rely on cookies or deterministic identifiers like UUIDs or MAIDs. Advertisers can use this cookie-less data to better target and personalize their advertising campaigns across various display, video, and mobile channels. 

As quoted by Campaign Middle East, Mazen Khalil, Account Director at Adform said,

“Our exciting partnership with Digiseg will give our clients in Saudi Arabia unique cookie-less data capabilities. With Digiseg’s data, we can help our clients better understand their audiences and deliver more effective advertising”

The partnership between Adform and Digiseg is significant because it highlights the increasing importance of privacy-compliant audience data in the advertising industry. With the impending demise of third-party cookies and increased focus on privacy regulations, advertisers need alternative solutions to reach their target audiences effectively. This partnership will give advertisers in Saudi Arabia a new tool to improve their campaigns. Using Digiseg’s household audience data, brands can reach relevant audiences more effectively with higher conversions and improved cost efficiency. Advertisers can use this data to target their desired audiences with precision and accuracy, resulting in more effective campaigns.

Interesting Read: The Adtech Landscape in 2023

The Adtech Landscape in 2023

The future of Adtech is likely to see continued growth and innovation in 2023, with the use of data and technology playing a significant role in helping to target specific audiences and measure campaign effectiveness overall. Additionally, the increased use of mobile devices and improved technologies are expected to drive growth in the digital advertising market. Here are a few specific talking points I believe will shape the Adtech landscape this year:                   

           

Growth of in-gaming advertising

There are around 2.5 billion gamers worldwide and this is predicted to reach 3.5 billion by end of 2023. The GCC is a rapidly growing market for gaming, with Saudi Arabia leading the way. Mobile gaming is becoming more popular thanks to its accessibility, allowing more people to play at a time of their convenience, and offering an opportunity for advertisers to reach a broader audience. Furthermore, the data generated by games also allows advertisers to better target and personalize ads to specific segments of gamers based on their behavior, preferences, and demographics. Advances in technology now allow for more seamless integration of ads into the gaming experience, so it becomes almost part of the game itself. Brands have a highly captive and engaged audience in ‘gamers’, so ensuring that ads are tailored and non-disruptive is key, utilizing the right data to serve ads programmatically.  

 

Increased focus on data privacy

Most countries are implementing or planning to implement data privacy regulations similar to the European Union’s General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) to protect the personal data of individuals. With this in mind, our focus in the region should remain on obtaining first-party data and complying with regulations. We should continue to utilize technologies that provide data-driven solutions for the advertising industry, such as exploring blockchain technology. Such platforms allow collaboration between advertisers, publishers, and agencies to manage their data and advertising campaigns more efficiently by using smart contracts and decentralized ledgers. 

 

Better data-driven advertising

Advertisers are expected to become more focused on using first-party data to better target and personalize their campaigns in preparation for the post-cookie landscape. The advancement of technology that allows the processing, analyzing, and interpretation of large amounts of data, along with the use of Machine learning and AI, will help advertisers analyze data more quickly, accurately, and at a lower cost than ever before. Hence we will see more use of real-time data to make more informed decisions and react faster to market changes. This will also get more investment in predictive analytics tools and technologies. 

 

Adoption of AI and Machine Learning

Companies in The GCC will increasingly adopt Artificial Intelligence and Machine Learning to improve their targeting and personalization capabilities. Additionally, the use of AI and Machine Learning can help automate many of the manual tasks involved in programmatic advertising, such as bid optimization and ad placement, which can save time and resources. Most importantly, the ability to analyze large amounts of data can provide valuable insights into consumer behavior and preferences, which can then be used to improve ad targeting and messaging. This can lead to more efficient and effective campaigns, better ROI, and increased customer engagement.

 

Rise of programmatic DOOH

The development of programmatic platforms and the ability to connect digital billboards to the internet has made programmatic DOOH advertising not only possible but a key differentiating factor for brands looking to reach their audiences. The growth in the number of digital billboards, kiosks, and other forms of DOOH media available in the region, and investment by brands and agencies in DOOH advertising, will give rise to a more buoyant Programmatic DOOH market I believe. Already we are seeing more regions activating programmatic capabilities with the right partnership. It is so important to choose the right platform that can handle the buying and selling of DOOH inventory, target the right audience and provide accurate measurement of ad performance.

 

This article is written by Romit Gharat, Adtech Director at MMP Worldwide

 

Romit Gharat

Adtech | Programmatic & Performance Advertising | Digital Strategist & Technology enthusiast | MENA

Romit Gharat is a Director at MMP Worldwide, Middle East, specializing in digital strategy and technology. As a thought leader, he designs data-driven digital media landscapes, focusing on achieving better ROAS for clients through media planning, buying, and performance advertising.

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Dentsu partners with Moving Walls to bring accountable DOOH advertising to Africa

Moving Walls has teamed up with Dentsu Africa, a global digital marketing and communications company, to create an advanced Out-of-Home (OOH) advertising technology platform for various markets in Africa. This new partnership will provide a full-stack solution for OOH advertising, using innovative technology to help brands reach their target audiences in an effective and accountable way.

Through this partnership, Dentsu Africa is launching a DOOH tech solution that is powered by Moving Walls. The solution includes a supply-side platform that consolidates OOH inventory information and provides advanced inventory and campaign management tools to media owners. Advertisers, on the other hand, will have access to advanced DOOH activation and measurement capabilities through a single platform. The solution is launching in three of the biggest African markets, with pilot campaigns already in place for some of the top brands.

Interesting Read: All You Need To Know About The Rise Of DOOH Advertising

Statista estimates ad spending in the OOH advertising segment in Africa to reach US$198.00m in 2023. The OOH advertising industry in Africa is growing and attracting a relatively higher percentage share of advertising compared to other regions, with studies suggesting it accounts for 13% of advertising revenue in most key African markets. The continent’s large and growing population, fast-growing middle class, and young population make it an attractive market for businesses and brands. OOH spending has continued to grow, with the rise of digital screens in shopping malls, airports, and residential areas.

Alex Tutu, Regional Director at Dentsu Location Services said,

With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customizations for the different markets we are launching in.

Srikanth Ramachandran, Founder and Group CEO of Moving Walls added that such a partnership is ideal to quickly scale solutions to a region where OOH remains fragmented.

Our platforms have been battle-tested in regions where even neighboring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.

Interesting Read: Lemma and Maxamtech partner to offer real-world DOOH clients Metaverse Billboards

MMP Worldwide Acquired By LifeOnScreen In excess of 110 Million Dhs Deal

MMP World Wide (MMPWW) has announced its acquisition by LifeOnScreen in a 110 million Dhs deal that will see the programmatic pioneer integrated into state-of-the-art technology for screens and Digital Out-Of-Home (DOOH) solutions. 

The deal will allow LifeOnScreen to advance further into the digital and tech space, consolidating the full MMPWW portfolio and aiding expansion into new markets. A key draw for the acquisition, MMPWW’s strong foothold across the EMEA and APAC will strengthen LifeOnScreen’s presence in these countries and broaden their current offering. 

Alexandre Hawari, CEO of Akama Holding said

Today we announce the successful sale of our entire stake in MMPWW. The sale yielded a 22x return on Akama’s initial investment, resulting in a significant return for its investors.

It’s been an incredible journey to get to this stage and the time is right for a transition. The shared values and ambitions of both companies align perfectly and although it’s bittersweet to say goodbye, I know that I’m leaving the team in excellent hands. Congratulations to everyone – I wish them all the best with this new phase. 

Echoing the sentiment, MMPWW CEO, Ayman Haydar commented

This is a very exciting and emotional time for the whole MMPWW family as we look forward to the next company chapter. As we say goodbye to the group I don’t see this as the end, but a new starting point for the business to build on its recent successes and create new and long-lasting relationships.

MMPWW has dominated the programmatic space since the company’s inception in 2016, continuously evolving its proposition to lead the ad tech agenda in the region and bring new technologies to the market.  

Speaking about the acquisition process, Ayman disclosed:

The transition has been smooth and I know I speak for all of my team when I say we welcome the opportunity to advance to the next level with the full backing of LifeOnScreen. 

We’re delighted that our new owner can see the value in what MMP has built and this acquisition is a testament to everyone’s hard work. Together we are ready to create a new future, continuing to provide impactful solutions for all our clients.

Saeed Alshamsi, Managing Partner at LifeOnScreen added

We are very happy to have added the region’s leading programmatic provider to our group. Their strong performance and innovation within the space fits perfectly with what we want to accomplish locally and serves as a firm foundation for international growth. We share the same vision and goals and together the sky’s the limit to what we can achieve.

Further announcements on the new company structure will be made in due course.

AdScholars Enters Strategic Partnership With Kidoz In India

AdScholars has partnered with Kidoz, a leading COPPA & GDPR compliant contextual mobile advertising network that safely reaches over million kids, teens, and families every month. The partnership will allow Kidoz to scale its business solutions in India in addition to other markets. AdScholars is unlocking a strategic market with this emerging partnership in India.

By leveraging AdScholars’ programmatic expertise, Kidoz will be able to offer multiple activation options and unique experiences to consumers on their preferred platforms. Kidoz is a global leader in monetization for publishers and their unique monetization solution enables app publishers to safely monetize their apps with relevant ads.

The mobile ad tech developer’s leading SDK platform and direct programmatic connections reach over 400 million kids, teens, and families monthly across 5000+ apps. Kidoz Contextual Ad Network helps the world’s largest brands such as Mattel, Lego, Crayola, and many more safely reach and engage kids across top apps all over the world. With this platform, brands can reach out to Young dads and Moms to promote their products, especially focusing on FMCG brands.

AdScholars’ CEO Srikanth Rayaprolu said,

We are delighted to introduce innovative ad tech solutions to the Indian market. We have partnered with Kidoz in the other markets for quite some time and the advertisers’ response to the campaigns has been phenomenal.

He added,

Kidoz provides unique ad inventory for brands to showcase their ads to children between the age group of 4 years to 16 years. Additionally, this inventory allows brands to reach out to young parents too. We’re truly excited about the future with the launch of the Kidoz ad inventory in the Indian market.  

Eldad Ben Tora, President and GM EMEA at Kidoz Inc. said,

India represents one of the largest growth potential audience segments in the Kidoz network and we are excited to partner with the Adscholars team, whose leadership, proven track record with the Kidoz product, and awareness and expertise of the Indian advertising market will bring the Kidoz Network to leading marketers looking for innovative ways to reach kids and parents.

Mindshare and HUL shine at Impact Digital Influencer Awards

Exchange4media unveils the winners of the second edition of Impact Digital Influencer Awards held in Mumbai, India. This award recognizes brands, agencies, and individuals who have produced great influencer-driven content. In the world of Digital Marketing, influencer marketing has become increasingly important and has gained momentum. The INCA-e4m Influencer Marketing Report 2022 estimates the influencer market to be valued presently at Rs 1275 crore and gross 2800 crore by 2026 with a CAGR of 25%.

Mindshare bagged the honor of ‘Agency of the Year’ and Hindustan Unilever Limited (HUL) was named ‘Brand of the Year’.

Mindshare wins also included 17 gold metals for its Boost campaign #GameStaminaKa – Breaking Gender Barriers in Gaming in the Best FMCG Campaign category. Continuing the gold winning spree, the agency won for ‘Making the In The Making’ campaign for Instagram,  the Best Platform – Specific Content Campaign category. Another bagged for PepsiCo India’s and Brooke Bond campaign under the Best Food and Beverages category. Yet another gold came for Pepsodent for HUL. The agency has also garnered silver and bronze metals

Other gold wins include:

Efficacy Worldwide – 2 gold, 

Edelman India – 2 gold, 

FoxyMoron – 2 gold, 

INCA–GroupM -1 gold, 

Interactive Avenues -3 gold 

Additionally, other gold winners named were MediaCom, Kulfi Collective, Tonic Worldwide, Blitzkraig, Voxxy Media, galleri5, Alliance Advertising & Marketing Pvt. Ltd, White Rivers Media and Pivotroots.

Schbang, Wavemaker India, Hive Minds, Qyuki Digital Media, Adani Digital Labs, are a few names that won silver. The ‘Best Influencer of the Year’ award was given to Shlok Srivastava while Shlok Srivastava bagged the award for ‘Best Tech Influencer’.

Read more: The Ultimate A-Z Glossary Of Digital Advertising!

Adscholars Enters Strategic Partnership With Bidstack in India

Adscholars is delighted to announce a strategic partnership with the leading in-game advertising platform Bidstack in India. The partnership offers programmatic in-gaming solutions and enables one-of-a-kind technology in the Indian market. After establishing itself in the UAE market, Adscholars is now expanding its expertise to the Indian market.

Bidstack’s sophisticated technology allows partners to integrate advertisements into the gaming environment seamlessly. Through native in-game, in-menu, and rewarded video placements, the company enables advertisers to engage gamers without disrupting their playing experience, while providing dynamic, targeted, and automated native in-game advertising solutions to the global video games industry.

The partnership will enable Bidstack to scale immersive solutions in India with the help of Adscholars’ programmatic expertise, which will enable them to reach consumers on the platforms they spend the most time on and offer unique brand activation options and experiences. 

A significant amount of in-game advertising is gaining traction with advertisers and becoming a part of their media plans. There is an overwhelming preference among gamers across all age groups for playing video games over watching TV shows and movies. India is rapidly expanding the gaming market. The industry reports predicted that by 2026, this market will be worth seven billion dollars at a CAGR of nearly 30 percent. The future holds more business opportunities for global in-game advertising and can spur a revolution given these advantages.

Srikanth Rayaprolu, CEO of Adscholars said,

We’re delighted to be partnering with Bidstack for the India market. The in-game advertising market growth has been phenomenal, and many prominent gaming apps have adapted to this format. The advertisements are non-interruptive, allowing players to have a more seamless experience. Advertisers can find excellent branding opportunities and a high view time on the apps. Bidstack globally works with the world’s biggest brands to deliver immersive in-game advertising campaigns. We’re excited to launch innovative and advanced solutions in the Indian Market.

On the partnership, Lewis Sherlock, EVP, Bidstack Technologies and Partnerships further said,

We’re delighted to be working with Adscholars across the Indian region to deliver authentic brand experiences that fit in seamlessly with the gameplay. India is an important strategic market for Bidstack, and this innovative new partnership will help extend our sales effort into previously untouched markets. Adscholars will become our first buy-side enterprise sales partner in the region, and we are looking forward to working closely with them to unlock gaming as an engaging and effective new ad channel for their partners.