In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AANA revises ad definition in AU; Dentsu takes digital performance firm to Asia; Major networks serving ads on piracy sites in Asia; AU telco gives free credits for viewed ads; and OMD AU appoints McDonald account lead.

AANA revises ad definition in AU

The Australian Association of National Advertisers (AANA) has modified its definition of advertising and marketing communication to now encompass direct-to-consumer public relations materials.

The industry body, which oversees the self-regulation of advertising in the country, said content, such as blogging, tweeting, and social media promotion, would be categorised under the AANA Codes. This meant consumers would be able to launch complaints about such content to the Australian Standards Bureau based on the self-regulating advertising codes.

Brands would not be held accountable for editorial material posted on traditional or social media platforms that they did not produce or were unable to control.

AANA CEO Sunita Gloster said: "Responsible advertisers are already taking the initiative and reviewing their consumer public relations communications against the AANA Codes, as it forms part of their advertising mix. This evolution aligns the AANA Codes with international standards and current practice among brand owners."

The revised definition will be effective from 2016 and apply to all existing and future codes.

Dentsu takes digital performance firm to Asia

Dentsu Aegis Network has expanded the footprint of its Australian digital performance agency Columbus, into Asia, where the outfit will operate alongside its sibling agency, iProspect.

Based in Singapore, Columbus Asia is the network's second digital performance brand in the region and part of its bid to boost its presence in the market segment.

Columbus' Sydney headquarters remains the regional hub for product and strategy development.

Former regional managing director of iProspect, Rosemary Lising, has been appointed managing director for Columbus Asia, where she is responsible for driving the agency's expansion in the region. "Columbus has been an extremely successful company for Dentsu Aegis Network in Australia, and we feel it's the right time to expand the business and its innovative performance solutions into Asia," Lising said.

The executive reports to Ruth Stubbs, who has been appointed CEO of Dentsu Aegis Network Digital Performance, which encompasses iProspect, John Brown, and Fetch. Rebecca Tos remains as managing director for Columbus Australia.

Major networks serving ads on piracy sites in Asia

According to a study by Massey University in New Zealand, some of the top networks and exchanges serving ads to piracy websites in the region include Google's DoubleClick and AdSense, as well as Criteo, Baidu Ads, Innity, and AppNexus.

Revealing the findings at CASBAA's Making Online Advertising Click conference, held this week in Hong Kong, Paul Watters from the university said ads from the likes of Korean Air and ExxonMobil were found on illegitimate content site, DramaCool, reported Mumbrella.

The report analysed nine Asian markets, including China, Singapore, Thailand, and Indonesia, and based on data collected via a virtual private network in which 90 piracy websites were monitored.

AU telco gives free credits for viewed ads

Australia's Lebara Mobile is giving free credits to customers who watch ads on their smartphones, offering the service that is powered by local technology startup Unlockd.

Lebara, which is a reseller for Vodafone 3G services, will push targeted ads or promotional offers every third time users unlock their mobile phone, reported The Sydney Morning Herald. In return for watching the ads, these customers will receive a monthly 2GB of data.

The ad-supported price plan is offered as an option to users who spend at least AUD$20 a month. They can choose to opt out of the service or close the ads immediately.

The new service is enabled by Unlockd's technology, which collects various data from the users, such as device ID and location data, so it can push personalised ads to the customers. Advertisers that are participating in the service include Channel 10, Austereo, and Southern Cross.

Unlockd is currently negotiating with mobile phone makers to bring its technology to other markets, including Indonesia and India.

Russ Mitchinson

OMD AU appoints McDonald account lead

OMD has named Russ Mitchinson as its new lead for the agency's McDonald account, luring the executive from his former role as head of strategy at Leo Burnett.

OMD Sydney managing director, Mark Jarrett, said: "[Jarrett's] experience will inject a fresh approach to our thinking and help drive forward our strategic output for both McDonald's and the wider agency."

A former chairman of the Communications Council's Account Planning Group, Jarrett noted that there were now "new and unexpected" ways to engage consumers. "I bring a deeper level of brand knowledge and always put people first," he added. "I've consistently respected the quality of thinking from OMD and I look forward to driving the strategic product and helping to grow the business."