MAA’s lie detector test for programmatic leaders

(marketingmagazine.com.my) – Malaysia’s leading digital advertising advocates and skeptics were put to an unusual lie detector test called ‘Truth & Lies of Programmatic Advertising’ in an event hosted by the clients of Malaysian Advertisers Association (MAA) and co-organised together with Malaysian Digital Association (MDA) and attracted over 350 guests.

In the hotseat that night was an impressive line-up of media agency leaders, media publishers and large advertisers:- Henry Tan, COO of Astro, Prashant Kumar of Entropia, Rene Menezes, co-founder of CtrlShift, Abhishek Bhattacharjee for IPG Mediabrands, MARKETING’s Regional CEO Harmandar Singh aka Ham, Sulin Lau, Head of Marketing Services at Maxis and Andrew Gnananantham, CMO of Lazada.

“MAA wanted a novel way to spotlight all these conversations about digital and programmatic advertising to advertisers in a non-technical way. Is programmatic problematic? Potentially yes, especially for advertisers who have not yet initiated these conversations with their agencies and partners. Tonight was just a light-hearted way of prompting more openness – with a lie detector no less!” said Sulin Lau representing both MAA and Maxis, who hosted the first panel.

Serm Teck Choon, President of Malaysia Digital Association (MDA) added, ”I applaud the industry for coming together to exchange thoughts as programmatic advertising has been drawing a lot of conversations among marketers lately and gaining insight into this aspect of marketing couldn’t have come at a better time.”

Questions were provided by the live audience on Twitter #truthWed and covered wide-ranging topics around programmatic and digital advertising including agency trust, fraud, viewability guarantees and even future job losses to machines.

The event was sponsored by Spotify for Brands and Heineken.

Soundbites of the Night included:

• “Creatives have a great place to play and increasingly creative gets access in data, it will be mind- blowing in the coming days” – Rene Menezes
• “Machines follow rules. Who writes the rules are more important” – Sulin Lau
• “How can you distribute persuasion?” – Henry Tan

Programmatic advertising refers to the use of specialized software to buy digital ads, unlike the traditional process, which involves manual insertion orders. Programmatic gives advertisers the ability to reach the right person, at the right time and with the right ad. Using technology and audience insights, programmatic buying can reach specific audiences across platforms with tailored messages.

The Malaysian Advertisers Association (MAA) is the single body representing the interest of advertisers in all areas of commercial communications. The Malaysian Digital Association (MDA) is a representative body which comprises online publishers, advertising agencies, creative agencies and digital service providers.

Advertisers from Astro, Maxis and Lazada Malaysia are all strapped with lie detectors and put their views to a test in the Truth and Lies of Programmatic Advertising.

A powerful, successful collaboration by MAA CoCreate series and MDA Digital Wednesday.

Media agencies and publishers strapped on lie detectors with questions moderated by Sulin Lau (Maxis) and Andrew Gnananantham (Lazada Malaysia)

Will you Sink or Swim in 2017?

Back in its 12th year, the Malaysian Media Conference is set to take a deep dive into the world of DATALYTICS!

From understanding data touchpoints and improving customer experience to how brands and agencies can fuse data with their creative executions.

Look forward to a full day of case studies and real-market experiences from the following speakers:

• Linda Hassan, Head of Marketing – Domino’s Pizza Malaysia & Singapore
• Rahul Thappa, Vice President of Data Analytics, Astro
• Sujith Rao, Senior Director – Digital Analytics at IPG Mediabrands
• Chan Woei Hern, Executive Creative Director, EnsembleWW
• Bala Pomaleh, CEO, IPG Mediabrands
• Teeradet Dumrongbhalasitr- Head of Commercial, Asia Pacific Dunnhumby
• Anser Aly – Senior Global Brand Manager, Unilever Asia
• Lars Setsaa – Head of Revenue Management and Analytics – Digi Telecommunications

Those are just the tip of the iceberg, on the MMC stage, you will also hear latest innovations from Twitter, Unilever and more!

Download the full programme here

Date: 14 November 2016
Time: 08:30am – 06:00pm
Venue: The Grand Ballroom, Sime Darby Convention Centre Bukit Kiara

Interested in joining or sponsoring the event? Contact: [email protected]