WFA & MAA take a positive step forward in combating the Digital Era’s biggest con

From the left Muhammad Abdullah (ABS), Digital Director, SEA EBIQUITY, Niall Hogan, Managing Director, SEA INTEGRAL AD SCIENCE, Taj Morshed, Director, SEA TUBEMOGUL, Ranji David, Marketing Director, ASIA WFA, Leela Nair, Managing Director, SEA EBIQUITY, Chan May Ling, Organising Chairperson & Head of Marketing Services, Digi Telecommunicationn, Margaret Au Yong, President MAA at the event

(marketingmagazine.com.my) – By: Malati Siniah

“The total projection for ad fraud by 2025 is expected to be at US$50 billion, making it 2nd only to drug trafficking.” – World Federation of Advertisers (WFA)

These and other startling facts were shared this morning at the forum by The Malaysian Advertisers Association (MAA) and the WFA discussing the Digital Era’s biggest con, Ad Fraud.

So how does one define Ad Fraud?

Niall Hogan, Managing Director, SEA INTEGRAL AD SCIENCE a speaker at the forum looked at it as a fraudulent impression which had no potential to be seen by human users.

In his session, Niall shared how the company was creating various solutions from identifying fraud infected computers to creating big data models in blocking fraud.

At the conference Niall and industry experts including Ranji David, Asia’s Marketing Director -WFA, Taj Morshed, SEA Director- TUBEMOGUL, Leela Nair, Managing Director- SEA EBIQUITY and Muhammad Abdullah, SEA Digital Director- EBIQUITY shared the potentials of advertisers being “tricked” in the digital era and highlighted methods of how brands can protect their marketing investments against the threats of Cyber Crime.

Observing the trend in the industry where traditional ad spends were moving towards digital, Chan May Ling, Organising Chairperson and Head of Marketing Services at Digi Telecommunications shared with MARKETING how the forum gave local brands a global outlook on dealing with this problem.

A marketer herself, Mei Ling found the sessions to be eye opening and shared how moving forward, clients and agencies should to work together in partnership and run a digital audit or health check on their digital marketing executions.

“Whilst Digital Advertising has a variety of measurement metrics, there is not much clarity to it and many advertisers are unsure of the optimal effectiveness by campaign.

“They tend to gauge the effectiveness and efficiency of the advertising campaign based on their own benchmarks”

“This is why it is imperative that transparency plays in key role in the Digital Advertising arena, and advertisers should be fully aware of what they are investing in and receive the most precise information on their return of investment” she shared.

“Throwing your advertising dollar in what is definitely the most influential media may not necessarily give you the best results.”

“This is why the Ad Fraud forum is definitely a progressive step undertaken by the MAA to ensure all its members are in-sync with the short-comings of the digital arena and are alert to the possibilities of being taken for a ride on a relatively new and unchartered advertising highway” commented Mei Ling at the event.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad
• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia
• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formely Permanis)
• Dato Seri Vida – Founder, Pamoga & Qu Puteh
•Rafiq Razalli – CEO, Media Prima Digital Sdn Bhd

Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588, [email protected]

Download event PDF here

More details www.marketingmagazine.com.my/cmo2016

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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