In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week's edition: Ogilvy taps DNA tech in HK campaign; Sizmek touts HTML5 ad builder in APAC; Singapore, Japan ad agencies form JV; UK's Dog digs into Jakarta; Exponential launches video ad formats in SEA; and Former Grey Canberra team paves the way for Nation.

Ogilvy taps DNA tech in HK campaign

Ogilvy & Mather Hong Kong has turned to DNA data to support a campaign it launched in the territory this week. Titled "The Face of Litter", the initiative was launched in conjunction with Global earth Day and organised by Ecozine and The Nature Conservancy.

The campaign aims to increase awareness of littering by identifying individuals who litter so they will be encouraged to rectify their behaviour.

Key locations within Hong Kong have been selected from which data will be collected, analysed, and used to create DNA-based composites. Coupled with Parabon NanoLabs' Snapshot DNA phenotyping, a visual representation of the litterbugs will be created. Poster portraits of litterbugs then will be displayed online and across the city.

Reed Collins, chief creative officer of Ogilvy Hong Kong, explained: "This campaign is one of a kind ... It's our own science experiment to create social change. Litter is such a major problem in Hong Kong and thanks to newly available DNA technology. We can now put a face to this anonymous crime and get people to think twice about littering."

Sizmek touts HTML5 ad builder in APAC

The third-party ad server has announced the general availability of its Ad Builder for HTML5, which it says will be highly relevant for Asia-Pacific's mobile-driven market.

The media authoring tools allows ad developers to create HTML5 content on the Sizmek platform for mobile and desktop environments, tapping the company's ad-serving and analytics functionalities.

With the new builder, ad creators can drag-and-drop images, key in text, and develop designs without knowing how to code, said Scott Ries, Sizmek's Asia-Pacific director of technical services.

"The focus of the product is to provide agencies and advertisers with a codeless interface to build creative mobile ads easily," he said, adding that the builder tool allows marketers to create dynamic mobile ads that also can be integrated with videos.

"[Brands] have seen Flash-based advertising as the only way to get dynamic, interactive messages out to clients. The launch of Ad Builder for HTML5 directly into the Sizmek platform is about making the transition from the older Flash desktop campaign model to delivering greater reach across mobile devices easier for advertisers," Ries noted.

Singapore & Japan ad agencies form JV

Singapore-based ad agency Adplanet Group and Japanese advertising firm Daiko Advertising have formed a joint venture in a deal worth some S$2.5m.

Called Adplanet Daiko, the new entity will focus on traditional and branding services, digital and social media strategies, as well as activation initiatives. Daiko Advertising will hold a majority stake in the joint venture.

Both partners were aiming to expand their presence across the region and tap growth opportunities in emerging markets.

UK's Dog digs into Jakarta

Scottish digital agency Dog has opened an office in Jakarta as it looks to support several new deals that opened up opportunities in the Indonesian market.

In January, it signed on for a new campaign with Tourism New Zealand to attract visitors from Indonesia. The marketing plan includes digital and social media communications, and will tap behaviour intelligence and data analysis to align the brand with local cultures and consumer behaviour.

Dog CEO Gerry McCusker said: "A series of client wins and growing existing business placed us in a strong position for 2015, and opened up a number of opportunities in Indonesia. Our strategy in Asia has focused on sustainable growth from the outset – getting the right people in place and maximising opportunities."

The agency operates another Asian office in Singapore.

Exponential launches video ad formats in SEA

Exponential VDX

Exponential Interactive this week unveiled its video ad formats, VDX, as part of efforts to address the growing consumption of online videos in the region.

Noting that some Southeast Asian markets boast digital video viewership rates as high as 85% of population, Exponential said marketers face increasing pressure to tap this platform effectively and provide a more immersive brand experience.

With improving internet connectivity and lower 3G data fees across the region, digital videos have transitioned from short clips and free user-generated content to full-length features and TV series. However, advertisers have found it challenging to engage consumers at scale with video via the increasing proliferation of mobile devices.

VDX is available across various media types including in-page display, in-stream, and mobile, and delivers a consistent brand experience across the different platforms, Exponential said. Its Southeast and North Asia general manager, Kelvin Tan, said: "When consumers lean forward and choose to engage with a brand's video messaging, it is a much more positive, influential experience than the passive, lean-back experience that is typically associated with forced, non-interactive, one-way TV ads or pre-roll video."

Former Grey Canberra team paves way for Nation

Four former executives from Grey Advertising have reemerged to launch the Canberra branch of advertising agency, Nation Creative.

The executives, including John Attard and Julia Unwin, were left jobless when Grey shuttered its Canberra office in December 2014. Some 10 clients also were affected by the closure, including CIC Australia.

The property developer now has been brought over as a new client with the launch of the Canberra office, which will also offer local marketing resources to support Nation's South Australia-based customer, Beyond Bank Australia. The agency's clientele includes The University of Adelaide and Stratco.