In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China's Youku Tudou goes exclusive with RocketJump; Unruly helps Japan brands suss out video ads; Three-way China partnership looks to increase user engagement; Adknowledge Asia gets new Indonesia head; MMA goes to ANZ; and MicroAd Singapore goes to town with Catalyst.red.

China's Youku Tudou goes exclusive with RocketJump

In what the Chinese online video site is touting to be its first major international collaboration, Youku Tudou says it has inked an exclusive partnership to distribute RocketJump content to its monthly user base of 580 million.

Under the agreement, it will serve as RocketJump's official content platform in China and also work with the digital entertainment company on creating original content in the future. Youku Tudou added that it would begin broadcasting the new channel in coming months; while development work on original content would be put in motion next year.

The Chinese online video platform said this marked the first time it would cooperate "multifold" with a global entertainment company, offering overseas PGC (Professionally-Generated Content) content, partnering on original content development, as well as jointly collaborating with PGC creators in China.

RocketJump's CEO and co-founder Freddie Wong said: "Youku Tudou gives us the reach into China that we've been looking for, and we look forward to sharing even more content with international audiences in the near future."

Youku Tudou chief product officer Teddy Gu noted that China's viewing habits were moving towards higher quality, web-native content. Its partnership with RocketJump would enable the company to further expand its entertainment and media portfolio.

Unruly helps Japan brands make social sense

The video ad tech firm has unveiled a tool designed to predict the social potential of video ads, even before they are released online.

According to Unruly, the ShareRank predictive technology enabled marketers to identify emotional, social, and behavioural factors that could boost the viral impact of their video content. This then would allow them to better plan their distribution strategies to maximise user engagement and reach.

Advertisers also could determine the potential returns of their videos before forking out ad dollars on the media.

Unruly first launched its ShareRank algorithm in US and UK in January 2013. With the opening of its Tokyo office last month, the predictive tool was finetuned to cater to the nuances of the local market and better assess consumers' psychological responses to branded video content in Japan.

Noting that the potential growth of the country's video ad market and opportunities for marketers, Unruly's co-CEO and co-founder Scott Button said: "Brands and creative agencies in Japan understand there is life beyond the 15- to 30-second TV commercial, and that making more emotional digital content drives deeper connections with consumers who will go on to share and buy their products or services."

According to the ad tech firm, there are 15 localised versions of ShareRank available worldwide including Singapore, Thailand, Australia, and Germany.

Three-way China partnership looks to increase user engagement

Mondelez China, Carat, and Tencent have joined forces to identify new ways to engage consumers in the country, forming an alliance that encompasses research, data, and content.

The three partners had previously collaborated on ad campaigns for Oreo, Chips Ahoy!, and Stride, where Tencent's WeChat messaging app was tapped to deliver "personalised" user experiences to improve consumers' interaction with the brands.

Stephen Maher, president of Mondelez China, said: "Tencent is one of the largest and most successful internet platforms connecting consumers. This partnership will enhance Mondelez China's capabilities in key areas of growth including e-commerce, content monetisation, and data-driven consumer insights."

Under the agreement, Mondelez China and Tencent would share data and conduct joint research — working alongside Carat — to establish new activation models.

Tencent's president of online media and senior executive vice president, SY Lau, added that mobile internet was a key driver of consumption in China and enabled brands to engage consumers in various ways. It also facilitated sales and payment channels, Lau said.

Carat China CEO Adil Zaim noted that convergence was narrowing the gap between engagement and transaction, and personalisation would offer consumers "immediate moments of emotional gratification".

"Tencent with their proprietary data and technology are a crucial enabler in utilising these insights to drive business growth", Zaim said.

Adknowledge's Haryati "Fey" Lawidjaja

Adknowledge Asia gets new Indonesia head

The ad tech firm has appointed Haryati 'Fey' Lawidjaja as its new Indonesian country director, where she is responsible for leading Adknowledge's local expansion.

Backed by more than 15 years of experience in mobile and digital, Fey will also develop the company's business plan and customer strategy for the Indonesian market and oversee the local team's growth and retention.

She reports to Adknowledge Asia-Pacific's managing director of SEAR and ANZ, Damien Lavin.

"Fey has a perfect blend of product, telco, and digital advertising experience and I'm sure she'll add significant value to the team and our clients", Lavin said. "Indonesia is a huge focus for the business as it's the Asian epicentre for social, video, and mobile. Over the coming years, we plan to invest significantly in this market."

MMA goes to ANZ
The Mobile Marketing Association (MMA) has announced plans to launch in Australia and New Zealand, with the goal to achieve a member base of 45 within the next year.

It already has 20 local members, including Dentsu Aegis, Amobee, Kellogg, and GroupM, reported AdNews.

MMA Asia-Pacific Managing Director Rohit Dadwal said the industry group already was communicating with international brands that had operations in Australia, but the local chapter would address a demand that was not previously met.

Dadwal added that the group planned to establish cross-marketing effectiveness studies (SMOX) to assist marketers with a mobile-first strategy. "Our objective is to really help provide the necessary assistance, guidance, and structure to help build the industry", he added. "Now is the right time for us to enter the market."

MicroAd Singapore goes to town with Catalyst.red

The online ad company has launched a new media platform that aims to provide "an up-close exploration of the humans behind technological advances, social movements, and trends".

Called Catalyst.red, the media site is touted to offer interviews with "prominent individuals", reviews of consumer technology and trends. It will also provide video content and host events catering to interest groups, said MicroAd Singapore.