In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Cross-screen campaigns critical for Asian marketers; Alibaba expected to grab 10.9% of global mobile ads; IAB AU release 'Affiliate Industry Handbook'; AdAsia heads to Indonesia & Vietnam; Yahoo unveil new ad formats in Singapore; VML opens up in Malaysia; and comScore MMX Multi-Platform launches in Vietnam.

Cross-screen campaigns critical for Asian marketers

The number of consumers in Asia who use four, or more, devices has climbed to 31% in the first half of 2016, compared to 22% in the second half of 2015.

The growth rate for this user group grew faster than those using three devices in Hong Kong, Japan, Singapore, and Malaysia, according to latest stats from Appier's 'Asia-Pacific Cross-Screen User Behaviour Report'.

"Cross screen is key in Asia, as users move between a growing number of screens in increasingly complex ways", said Appier's CMO Caroline Hsu. "One size does not fit all, and businesses need to consider how different messages and formats can help them connect with their audience across all screens. Understanding these interconnections will allow marketers in the region to reach their users at various touch-points in their journey, leading to more meaningful engagement throughout."

According to the data intelligence vendor, 72% responded differently to ads across screens, compared to 68% in the second-half 2015.

Cross-screen campaigns also proved critical for marketers in the region, outperforming single-screen campaigns by 67% in Japan and South Korea, 16% in Malaysia, Vietnam, and the Philippines, and 10% in Hong Kong, Singapore, and Taiwan.

The report also noted that conversions on PC were higher than those on smartphones in countries such as India and Singapore; while smartphones drove the biggest number of cross-screen conversions in Hong Kong, Malaysia, South Korea, Vietnam, and the Philippines.

More than half of cross-screen conversion paths across the region ended on smartphones, while PCs accounted for almost 25%, and tablets made up about 20% of overall conversions.

Alibaba expected to grab 10.9% of global mobile ads

The Chinese internet giant is expected to increase their share of the global mobile ad market to 10.9% this year, up from 8.7% in 2015, according to market analyst eMarketer.

Alibaba's share of the global digital ad market, however, would dip from 5% to 4.6% this year. Fellow internet behemoth, Baidu, also would see their share fall from 5.5% last year, to 4.6% in 2016. The global digital ad market was projected to be worth USD$194.6bn (£159.59bn), while the mobile ad market would churn USD$108.88bn (£89.29bn).

Alibaba would grow their share of China's digital ad market from 24.8% last year to 28.9%. Their share of the local mobile ad market, expected to be worth USD$27.9bn (£22.88bn) in 2016, also would climb from 35% to 39.7%. Market growth would be fuelled by a growing middle class, higher mobile adoption, and faster internet speeds, eMarketer said.

Baidu, though, would see a drop in their share of the Chinese mobile ad market, from 26.7% last year to 19.7% by the end of 2016.

IAB AU release 'Affiliate Industry Handbook'

Australia's Interactive Advertising Bureau (IAB) have published their first Affiliate Industry Handbook, detailing basic mechanisms of the practice, key local players, different types of Affiliates, the role of content, and ways to capitalise on mobile and other technologies.

The initiative was led by IAB Australia's Affiliate Marketing Working Group, established in July 2016 with the aim to increase awareness of the local market. The group would next be assessing the local affiliate market to establish its size and revenue within the digital ad and marketing industry.

Co-author and international account manager of Navigate Digital, Matthew Sheppard, said affiliate marketing was an industry "built on relationships" and the handbook's objective was to help drive the channel.

Noting that there were no official local figures, IAB Australia said affiliate marketing was a fast-growing segment of the digital market in other global markets. In the UK, for instance, it generated £16.5bn in sales last year, said the group, citing a 2015 study by IAB UK and PwC.

Claudia Dwyer, digital marketing specialist at David Jones, said: "Affiliate marketing is an integral part of our digital channel mix; we can see that it directly drives and influences a customer to purchase on our website with consistently strong returns on investment.

"Affiliates are not only bringing sales to David Jones, they are bringing new valuable customers", Dwyer said. "As affiliate partners and strong, top-of-the-funnel influencers continue to grow in Australia, we can also see the opportunity for David Jones to grow with them."

AdAsia's Kosuke Sogo

AdAsia heads to Indonesia & Vietnam

The ad tech vendor have opened offices in Jakarta and Ho Chi Minh City, as they continues to drive their expansion plans across Southeast Asia.

CEO and co-founder, Kosuke Sogo, said: "The majority of Southeast Asia is still an emerging market for programmatic advertising and modern marketing solutions, and we're looking to empower marketers with AdAsia's brand of solutions."

With the launch, AdAsia would now offer their AdAsia Digital Platform in both countries and would be targeting to grow their CastingAsia database, comprising influencer partnerships.

"One of our key business pillars is localisation; and we're looking to tailor each solution according to the specific needs of each market", Sogo said. "Bringing locals on board will allow us to build teams that understand the particular advertising market's needs, communicate with clients, and know what works best."

Yahoo unveil new ad formats in Singapore

The internet company have introduced two new ad offerings, 'Yahoo Tiles' and '360 creatives', for advertisers in Singapore.

Available through Yahoo Gemini and BrightRoll, Yahoo Tiles is a mobile ad format that allows consumers to tap through to a customised mobile landing page. This page can feature 360-degree content, including video and images, as well as dynamic features such as swipeable images and social feeds.

Yahoo said their 360 creatives would allow for immersive ad experiences that could help advertisers better engage and entertain consumers within a 360-degree space.

VML opens in Malaysia

The digital marketing agency have opened an office in Kuala Lumpur, marking their first physical presence in Malaysia and fifth outfit in their Southeast Asia and India region.

VML added that Lee Chin Chuan would lead their operations as head of digital for Malaysia where their clientele included local Castrol Carama, OCBC Malaysia, and Marigold. The agency's regional headquarters, Singapore, previously supported such clients.

VML's Southeast Asia & India CEO, Tripti Lochan, said: "Malaysia, with its burgeoning digital needs, is a logical next step for us in our regional growth. Having worked with clients in this market before, we are very excited about the possibilities this market presents."

Lee, with more than seven years of industry experience, would be responsible for business development and capacity building.

comScore MMX Multi-Platform launches in Vietnam

The ad metrics vendor have introduced their MMX Multi-Platform in Vietnam, touted to measure unduplicated audiences across multiple devices, including smartphones and desktops.

They added that this capability was important to build a more accurate view of user behaviour as consumers today navigate digital content between different screens and platforms, including videos, websites, and mobile apps.

Joe Nguyen, comScore's Asia-Pacific senior vice president, said: "This solution is especially critical in today's fragmented digital landscape. We look forward to delivering new insights that agencies, advertisers, and publishers can leverage to optimise their digital strategies."