The future is digital – this axiom applies no less to the advertising sector, with companies gradually moving towards digital advertising from traditional media as viewership patterns change.
According to Nikkei Asian Review, digital ad spending in the Asia Pacific region alone is forecast to double in the next few years, from $46.6 billion in 2014 to $96.4 billion by 2018.
To tap into Asia’s lucrative market, leading US-based digital advertising technology company Adknowledge Inc., and telecom giant Axiata’s subsidary, Axiata Digital Services, entered into a strategic alliance to form a first of its kind regional partnership.
While the venture, Adknowledge Asia Pte Ltd, is a boost to Adknowledge’s expansion plans in Asia Pacific, it will also benefit Axiata by strengthening its mobile advertising presence among the region’s two billion users.
Weber Shandwick worked with Adknowledge to lead and drive its media activities, build up its profile and drum publicity of its entry into Asia, particularly in four key markets: Singapore, Malaysia, Indonesia and India.
For Adknowledge, a key challenge was the lack of its public familiarity in Asia. Even for its partner Axiata, public and media awareness was low among Asian markets beyond Malaysia and the Indonesian archipelago.
In addition to providing strategic counsel on media relations and outreach, Weber Shandwick Singapore coordinated with its local offices in four markets, targeting mainstream, business and trade media.
The outcome was overwhelmingly positive. More than 80 media outlets across major markets in Asia Pacific in more than five different languages reported on the news release, including top tier dailies like The Business Times, The Edge Daily, Bisnis Indonesia, and The Economic Times.
Weber Shandwick Singapore also secured executive profiling opportunities across Singapore, Indonesia and India to boost the company’s visibility and reputation.
All key publications recognised the potential of the partnership, ensuring that Adknowledge Asia will bring innovative solutions to the market and change the way advertisers connect with consumers.