In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: IAB AU unveils programmatic guide; Asia's social, mobile usage grows; CtrlShift hooks up with TubeMogul; Amobee hires new ANZ social head; and Korea's Asiance to launch in SG, MY, HK.

IAB AU unveils programmatic guide

IAB Australia has launched its Programmatic Playbook 2015, providing an assessment of the current landscape of ad serving and future developments in this market.

The guide looks at a range of issues including programmatic video, the role of data in programmatic, and advice on developing programmatic strategies. It also features chapters written by industry players such as Google's North America digital media and strategy lead Bob Arnold, Adapt.tv's ANZ managing director Mitch Waters, Krux's ANZ country manager Jo Gaines, DataXu's ANZ country manager Matthew Joyce, and ADMATIC CEO Michael Ungerboeck.

In her opening note, IAB Australia CEO Alice Manners outlined the growth of programmatic buying and how it has delivered efficiencies in digital marketing. She also underscored the need for both people and machines to work together to achieve the full potential this market has to offer.

"The best examples of what programmatic can be are those that integrate human judgement and creativity with the efficiency and processing power of computers. We are seeing that marketers are getting more directly involved in the process, [which is] further proof of the need for a human factor in this automated process," Manners wrote.

"Going forward, programmatic will continue to stretch beyond desktop inventory buying into the areas of video, mobile, outdoor, and TV advertising. In such a fragmented and--at times--fickle world of media consumption, systems to automate and assist in audience buying are going to be ever more essential, and the quality and monitoring of inventory will be key to the success of this rapidly expanding industry."

Asia's social, mobile usage grows

IAB Singapore also has been keeping busy on the latest State of Digital 2015 report for Asia-Pacific, jointly conducted with We Are Social, which looks at the adoption of digital, social, and mobile technologies in the region.

Covering 59 countries including Singapore, China, India, Australia, Vietnam, and the Philippines, the report revealed that there were 1.44bn active internet users in the region or a 36% penetration rate and 1.09bn active social media users, 27% penetration rate. Mobile subscriptions totalled at 3.72bn or 92% of the region's total population.

Simon Kemp, the report's author and regional managing partner of We Are Social, said: "Digital connectivity around Asia-Pacific has surged in the past 12 months and we're seeing accelerating growth throughout the region, much of it driven by mobile. "

"Nearly half the region's population now owns a mobile phone, and as data plans become more accessible to people in developing nations, we are looking forward to seeing even more impressive numbers in 2015."

According to the report, the number of mobile social users will be more than 1 billion in fourth-quarter 2015.

"Digital experiences are on the rise and it is becoming increasingly important for key stakeholders in the industry to better understand the landscape in our region, in order to keep up with consumer behaviour," said Miranda Dimopoulos, executive director of IAB (SEA) Singapore Chapter.

CtrlShift hooks up with TubeMogul

The recently-formed media agency has named TubeMogul as its preferred partner for video advertising and will tap the latter's buying platform to deliver programmatic campaigns in the region.

The video ad services provider said the partnership will champion transparency and accountability in media buying for clients. "The prerequisite to executing a successful digital video strategy for any brand is to ensure [brands] know exactly what they are investing in and where their video ads are running," said Phu Truong, Southeast Asia managing director for TubeMogul.

Pete Yoong, CtrlShift co-founder

CtrlShift's co-founder and executive president, Peter Yoong, added: "The programmatic landscape empowers marketers to serve audiences in a more relevant, targeted, and personalised manner. We will work closely with TubeMogul and use their comprehensive suite of media planning, buying and measurement tools to reach audiences across a multitude of devices."

Amobee hires new ANZ social head

Amobee has hired Ian Laurie as its new head of social for Australia/New Zealand, where he will be responsible for growing the company's existing partnership with Facebook and Twitter.

Laurie also will look to develop social campaigns and identify growth opportunities for Amobee's Australian business, the company said in a statement. "[Laurie's] expansive knowledge of social media and the digital marketing space will be instrumental as we enter our next phase of growth," said Alex Littlejohn, senior vice president of Asia-Pacific at Amobee, which operates under Singtel's digital life group.

The former head of social investment at Society, Laurie also has held stints in Ikon Communications and TBG Digital where he developed social strategies and was involved in media planning.

Amobee has been focused on developing social campaigns as a growth area, and recently ran a Twitter campaign on the Australian Open championships.

"There couldn't be a more exciting time to join Amobee," Lurie said. "The social marketing industry is in a period of huge change and expansion."

Korea's Asiance to launch in Singapore, Malaysia, Hong Kong

The digital agency has announced plans to expand its regional operations into Singapore, Malaysia, and Hong Kong, offering services such as consulting and video production for mobile and social.

With a clientele that includes QuickSilver, Mont Blanc, and SK Telecom, Asiance said in a report by Mumbrella that it will continue to market itself as a niche, independent agency and an agile player on new technologies.

Based in Seoul, the agency also provides various online marketing services including media planning and buying as well as social media marketing.