In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Xaxis launches political ad platform in APAC; TubeMogul unveils AU programmatic TV landscape; Saatchi & Saatchi buys out Australia's MercerBell; Sociomantic Labs appoints SEA & India head; and OMD shuffles AU management team.

Xaxis launches political ad platform in APAC

The ad tech vendor has launched its Xaxis Politics programmatic platform to allow political advertisers to tap real-time anonymous voter data, as well as political affiliations and other demographic data.

This would offer valuable insights to support advertisers' digital campaigns and better engage voters, Xaxis said in a statement; adding that political candidates would be able to reach voters across multiple media including display, mobile, digital radio, connected TV, social media, and online video.

With the Philippines Presidential Elections slated for May 2016, the ad tech player is hoping the Asia-Pacific launch of its new platform will prove timely. First announced in the US last November, Xaxis Politics is powered by the company's proprietary DMP, Turbine.

"GroupM and Xaxis are the market leads in media investment and programmatic, respectively, in Philippines", said GroupM's Singapore CEO and chairman for the Philippines and Thailand, Puneet Arora. "With the combined industry and technological advantage and scale that we have as a group, we are able to present a product that is fitting for the biggest event that is set to take place in Philippines this year."

Xaxis' Southeast Asia vice president, Arshan Saha, added that learnings from the platform's initial launch for the 2016 US Presidential Elections would be further adapted for the upcoming Philippine elections.

TubeMogul unveils AU programmatic TV landscape

The video ad services provider has released its first programmatic TV landscape for the Australian market.

Compiled from its analysis of the industry's TV and video content, the graphic features linear TV networks, content streaming and subscription video-on-demand operators, ad agencies, and other supporting players "likely to be involved in the Australian programmatic TV ad market".

TubeMogul Australia and New Zealand managing director, Sam Smith, said: "A vast and complex ecosystem has made it difficult for the TV industry to embrace technological innovation. Moreover, its sheer size and scope has made it an equally challenging landscape for advertisers to navigate and understand which major players they need to engage in order to reach consumers with their brand message."

The landscape graphic can be downloaded via the vendor's website.

Saatchi & Saatchi buys out Australia's MercerBell

The acquisition deal will see MercerBell operate under its existing brand with current CEO Nick Mercer, and the Australian customer experience agency's executive creative director and managing director. Its office will be relocated to Saatchi & Saatchi's in George Street, Sydney.

According to the agencies, the merger would provide a platform for MercerBell to extend its offerings beyond Australia and would enable Saatchi & Saatchi to acquire greater capabilities in data and direct marketing.

Saatchi & Saatchi CEO Michael Rebelo said: "Clients rightly are looking for deeper capability and scale from their agency partners to provide a specialist range of marketing solutions. This partnership enhances the scope of the strategic advice and ideas we can offer our clients across the entire customer journey."

Sociomantic Labs appoints SEA & India head

The programmatic ad vendor has hired Benedict Hayes as its managing director for Southeast Asia and India, luring the 15-year industry veteran from iProspect, where he was its executive vice president.

Benedict Hayes

Hayes had helped set up iProspect Communicate2 in India, which later was acquired by Aegis Media, and also previously ran his own affiliate business developing websites and SEO technologies for clients.

Now based in Singapore, which serves as Sociomantic Labs' regional headquarters, he will be responsible for driving the company's revenue growth and expansion in Asia-Pacific.

Sociomantic Labs chief revenue officer Gavin Wilson said: "Throughout his career, Ben has been a digital evangelist to brands and agencies across the globe, and I am thrilled we can bring on someone with so much knowledge of the full scope of online marketing.

"His stellar understanding of digital strategies spanning programmatic, affiliate marketing, analytics, and search, coupled with his deep familiarity with the service expectations of marketers in this region, will be indispensable as we develop and nurture relationships and continue our Asia-Pacific expansion", Wilson added.

OMD shuffles AU management team

The media agency has restructured its senior executive team in Sydney, with Aimee Buchanan becoming OMD's sole managing director, reporting to OMD Australia CEO Peter Horgan.

Kim Hamilton also has been promoted to Sydney general manager from her previous role as national head of performance, with Buchanan as her direct report.

The executive shuffle comes after the announcement that Mark Jarrett will move to become managing director of PHD Australia in May 2016.