In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Malaysians want fast, quality mobile video; AU to spend AUD$28m on ads promoting Innovation Agenda; SpotX hires APAC head to drive regional expansion; Grey Group buys majority stake in Korea's Vinyl-I; and Mindshare looks within for APAC chief client officer.

Malaysians want quality mobile video

Mobile consumers in Malaysia want a seamless user experience and fast download speed when it comes to video content.

Some 61% pointed to a smooth user interface as a must-have feature from an over-the-top content player, while 58% wanted buffer-free experience, according to Vuclip's Global Video Insights 2015 Survey. The online study polled 4,600 users from across 10 countries, of whom 500 were from Malaysia, and included respondents in India, Indonesia, Singapore, Thailand, the UK, and the US.

Some 56% wanted high-definition video quality, while 54% highlighted fresh new video content as a must-have. Others pointed to the ability to select streaming quality and download multiple videos simultaneously.

Vuclip COO Arun Prakash said: "Our survey shows that consumers consistently want a smooth and fuss-free entertainment experience. One factor that stood out is the need for the latest and freshest videos. With hundreds of hours of video content uploaded online every minute, to a multitude of video sites, consumers want to be entertained by the newest and best videos."

When it came to format, 84% of Malaysians would pick up their mobile devices to view short-form content that ran for no more than 10 minutes. For videos with a run-time of more than 10 minutes, 93% preferred the television while 71% would turn on their laptops or PCs.

Most respondents, at 80%, would view videos on their smartphones at home, and 50% would do likewise where there was free Wi-Fi. Not surprising then that 56% pointed to high data consumption as a key concern regarding mobile video consumption. The same proportion of respondents identified slow download speeds or buffering as a concern, while 47% highlighted battery drainage.

AU to spend AUD$28m on ads promoting Innovation Agenda

The Australian government has set aside AUD$28m ((£18.1m) to spend on advertising this year to plug its recently announced National Innovation and Science Agenda.

The budget would cover television, online, social media, and print ads to support the government's public information and community engagement campaign. The initiative would help facilitate a "cultural shift" towards risk-taking and new ideas – components deemed essential to the success of its Innovation Agenda.

Australian prime minister, Malcolm Turnbull, last month unveiled the AUD$1.1bn (£711.2m) initiative to drive entrepreneurship, research and development, and innovation. The program encompasses key focus areas, including skills development, government deployment, education, and industry collaboration.

Dentsu Mitchell Media Australia would manage the campaign as part of its existing relationship with the government, reported AdNews,

SpotX hires APAC head to drive regional expansion

Marcus S Tan

The programmatic video platform welcomes Marcus S Tan (pictured right) as its Japan Asia-Pacific managing director, who is responsible for driving SpotX's expansion into new markets in the region.

The executive also will be looking to develop new partnerships in cross-screen video and programmatic linear TV, the company said, adding that the new hire underscored its aim to grow its operations beyond Singapore, Australia, and New Zealand, into high-growth markets in Southeast Asia, India, China, and Japan.

Tan is backed by 20 years of experience in the ad tech industry, encompassing traditional broadcast and digital media. Prior to joining SpotX, Tan was PubMatic's head of high-growth solutions in Asia-Pacific Japan. He also was Smaato's Asia-Pacific managing director.

Tan said: "Asia is highly diverse, and expected to lead the world in digital video consumption across screens in the coming years, with over 30 countries that exhibit astounding prevalence of mobile content consumption.

"We expect both the advertiser's and publisher's ad innovation to reach fever pitch this year, as both realise the massive potential of reaching consumers with targeted video campaigns on connected TV, mobile devices, and linear TV", he added.

Grey Group buys majority stake in Korea's Vinyl-I

The wholly-owned WPP company has purchased a majority share in Korean digital agency, Vinyl-I.

Founded in 2000, the Seoul-based design and ad agency reported KRW₩12.8bn (£73.8m) in gross revenue for the year ended December 31, 2014.

WPP said the acquisition was part of its aim to develop its presence in fast-growing markets and boost its digital capabilities.

Mindshare looks within for APAC chief client officer

The media agency has appointed Karl Cluck as its Asia-Pacific chief client officer responsible for all regional and major local clients.

Encompassing leadership responsibilities in Japan, Korea, and Taiwan, the role also sees Cluck working with Mindshare's regional client team leaders to push the agency's adaptive marketing pitches and create more content initiatives.

The executive was previously CEO for Mindshare in Japan, Korea, and Taiwan, helping the Korean outfit grow into a team of more than 20.

Cluck began his stint at Mindshare in 2006 from Unilever, where he was the planning lead in China.