Local Ad Industry leaders voice out on global issues

(marketingmagazine.com.my) – The Malaysian Advertiser’s Association (MAA) will be organizing a MAA Marketer Forum by James Sampson (pictured), VP & GM of DataXu on Friday, 24 February 2017 from 8.30am – 12.00pm at the Talent Lounge, Damansara Perdana. The forum topic is “Under the Hood of Programmatic & Embarking on Your Programmatic Journey”.

The objective of the forum is to present MAA members and partners with a deeper understanding of programmatic marketing, how to execute effectively with partners, as well as a discussion around the industry’s hot topics. Most notably would be an introspective on the media supply chain, what transparency means in programmatic, and global standards being formed to measure ad quality.

James, in his current capacity, guides agencies and brands on their programmatic journeys, including data strategy, campaign execution, and how to gain a deeper understanding of their consumers on a truly global scale.

He says, “With one of the highest penetration rates of programmatic marketing in Asia Pacific, Malaysia’s advertising ecosystem participants are quickly adopting global best practices and independent measurements that will pave the way for the sub sector’s next phase of growth. As Ad Spend on Digital Media is set to overtake all other forms in the region by 2020, accountability has returned to be the deciding factor for choosing media relationships”

With the ever-increasing Digital Media expenditure, the client/media agency relationship was recently thrown into a conundrum following the announcement by P&G’s chief brand officer, Marc Pritchard, for the industry to join the company’s efforts to “clean up the media supply chain” and improve areas such as viewability,ad fraud and measurement.

Considering this, and the many views opined with the move by P&G, the Audit Bureau of Circulation (ABC) in Malaysia which represents the industry body for media measurement is strongly focused on the development of digital audit, apart from its current auditing of print and digital replica.

ABC Malaysia is recommending a formation of JICWEBS (The Joint Industry Committee for Web Standards) which is made up of representatives from the advertisers, media specialist, online publishers, ad agencies and tech providers. This joint industry committee will help ensure independent development of standards and benchmarking of best practice for online ad trading in Malaysia.

ABC Malaysia Chairman, Mr. Yap Chee Weng, “This needs to be done as we all have to realise consequences of programmatic digital media buying, most notably the transparency of ad quality. It is our ambition to provide ABC’s Viewability Certification in accordance with the JICWEBS Principles in Malaysia and to deliver a stamp of trust for the media industry”.

He adds this can only be achieved when all interested parties, such as the Malaysia Advertisers Association (MAA), Media Specialists Association (MSA) and Malaysian Digital Association (MDA) cooperate, collaborate and agree to implement operational standards of best p
ractice.
Malaysian Digital Association (MDA) President, Mr. Serm Teck Choon concurs with Chee Weng, saying, “The ABC’s suggestion to form JICWEBS is timely while many issues arising in the industry need to be addressed via collaborative efforts among various associations.”

He then adds on, “MDA has been working closely with other associations such as MAA, MSA and ABC all the while, and we are excited to be part of the team to work together and look into the local formation of JICWEBS.”

Meanwhile, Margaret Au Yong, President of the Malaysian Advertisers Association, gave her perspective, “Technology is upon us and is rapidly changing the course of media buying and media transparency. We are pleased that ABC Malaysia has taken the initiative to ensure viewability and transparency with regards to audit of the digital arena and to ensure best practises with appropriate certification.”

Margaret adds, “This is the way we should all be moving forward and I certainly hope forums like this will enable us to bridge the divide between the agencies and advertisers, and understanding the role of technology and how it can benefit everyone in achieving their objective.”

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