Under this agreement signed by Dentsu’s two subsidiaries – media investment arm Amplifi and programmatic service unit Amnet – Dentsu’s clients worldwide can receive privileges with highly effective media trading tools via this automated platform operated by Asia Media Exchange (AsiaMX).
“Dentsu is one of the major players in the media business that can help turn our mission into reality,” Nick Chuah, co-founder and chief commercial officer of AsiaMX, said yesterday.
“Besides working with Dentsu’s existing clients, we hope to attract new ones to be a part of this excitement, particularly small and medium-sized enterprises with small budgets for advertising.”
The company also welcomes other ad-media agencies for future collaboration to empower the whole industry in preparation for programmatic TV advertising buying and planning, he said.
Sunil Yadav, president of Amplifi Asia Pacific, said this movement was part of his group’s strategy to be fully digitised across media platforms.
With this cornerstone relationship with AsiaMX, the company can extend its opportunity to access premium TV content programmatically and bring automation to TV planning and buying along with audience-based targeting capabilities.
AsiaMX claims Bt1.5 billion of inventory in TV ad airtime in the Asia-Pacific region, of which Bt1.2 billion is from local TV stations including Mono 29, One31, GMM25, Channel 3, Workpoint TV, Thairath TV, True4U, Channel 7 and Nation TV.
The others are satellite and Internet platforms such as Dek-D Interaction and Asia Satellite TV.
“Having this inventory availability, we engulf more than 90 per cent of audience reach nationwide,” Chuah said.
After testing the system with local TV broadcasters and media agencies, the company is confident that it can achieve at least 1 per cent of total media trading by next year, or about Bt1 billion, over its own system.
“Television still remains the most reached medium in Asia-Pacific, particularly in Thailand,” Chuah said.
According to Dentsu Aegis Network’s latest Carat data, TV in September represented 63.1 per cent of the ad industry, higher than an average rate of 46.4 per cent across Asia and the Pacific.
“Along with other global trends including online flight booking, mobile shopping and marketing, artificial intelligence or robotics, high-frequency trading, the role of programmatic advertising is also increasingly important in media trading,” he said.