Sizmek Media Solutions Unit Expands in Asia-Pacific

Sizmek today announced the further expansion of its Media Solutions team and programmatic solutions across Asia-Pacific.

The company has expanded its offerings to include more advanced programmatic solutions to advertisers, agencies, trading desks and publishers in the region. The technology from mobile DSP StrikeAd by Sizmek, acquired in May, has now been fully integrated into the Sizmek suite of programmatic services.

Sizmek currently has 15 people in its fast growing Asia-Pacific Media Solutions team, which is expected to double over the next 12 months. The team covers key markets in the region such as Australia, Japan India, Singapore, Malaysia, Hong Kong and Thailand amongst others in the region.

Sizmek recently launched a suite of enhanced platform tools, including a self-service and a turnkey managed service offering that enables rapid deployment of programmatic solutions across all APAC markets. The full-service offering includes creative build and ad delivery across multiple ad formats, such as HTML5, as well as device and inventory types like open and private marketplace (PMP) across desktop and mobile.

‘We have made a number of key enhancements to the Sizmek Media Solutions offering, making it easier for advertisers in the region to execute programmatic campaigns,” Sizmek Media Solutions, associate VP APAC Ryan Murray said.

“Marketers are asking for simplicity, relevance, workflow efficiencies and the ability to reach the right audiences at a lower cost to drive higher engagement. These factors are coming to the fore with programmatic.”

As agencies explore new cross-screen creative opportunities by adopting HTML5 as the standard for digital advertising, Murray expects rich media and video activity on mobile screens to be a particularly high growth spend area across the Asia-Pacific region.

“We can see that mobile usage has obviously become a massive staple of the consumer base throughout Asia-Pacific, and as such, advertisers are seeking expert creative executions combined with enhanced audience targeting, like mobile-first geo-location, to reach their audiences with a relevant message on the go,” Murray said. “Mobile related inventory will continue to be at the center of the distribution chain for digital ad trading next year.”

Sizmek’s turnkey private marketplace deals helps advertisers gain access to premium, and more transparent, inventory that at times is unavailable in the open exchange market. By trading in a private market, advertisers can control costs, media quality and optimise their media buys.

”As brand budgets shift to programmatic, large global advertisers are calling for more transparency on their media plans and some agency trading desks are increasing their PMP supply in response,” Murray added.

“Whilst we see continued value in, and a need for, open exchanges the next evolution of digital branding will focus on more rich media programmatic executions in a private and controlled environment.”

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Russell Howard