Asia Media Exchange (AsiaMX) is extending into Thailand through a deal with Dentsu Aegis Network (DAN). This is part of its plans to add up to 10 offices in Asia over the next three years.
For its first venture into Thailand, DAN’s clients worldwide will have privileged access to ‘first-look’ advertising assets via an automated platform. Thailand will be the first market in the world to kick-off the partnership that was inked with Dentsu Aegis Network’s media investment arm Amplifi and its programmatic services unit, Amnet.
According to Nick Chuah (pictured), co-founder and chief commercial officer, AsiaMX Thailand was chosen as the first venture as it is “ a vibrant, dynamic market that welcomes new ideas”. Its broadcasting industry has also grown significantly since the introduction of digital terrestrial television (DTT) and as such, it is an “opportune time to showcase how programmatic TV can help transform and empower the media industry,” Chuah said .
AsiaMX offers premium programmatic advertising assets from leading pay-TV and free-to-air networks via an algorithm-based platform. Some of the Thai channels listed on the exchange include BEC-Tero Entertainment’s Channel 3, Mono Broadcast Co.’s Mono29 and GMM Grammy’s ONE HD. According to Dentsu Aegis Network’s Carat latest Adspend Report released in September, TV remains strong in Thailand, accounting for 63.1% of the total advertising expenditure. This trend can also be seen across Asia Pacific, accounting for 46.4% as compared with 41.1% globally.
“We are excited to be partnering with AsiaMX in launching the first programmatic TV in Thailand and across the Asia region. As part of our group’s strategy to be 100% digital, we have been looking at bringing digitization across all media and across our organisation. With this partnership with AsiaMX, we now have the opportunity to access premium TV content programmatically, bringing automation to TV planning and buying, along with audience-based targeting capabilities,” said Sunil Yadav, president, Amplifi Asia Pacific.
To spread the benefits of programmatic TV, AsiaMX also named Art Kaneearch Dandumrongsuk as its country partner. AsiaMX has also hired Pim Koykitcharoen, account manager, to establish excellent client relationships and grow accounts.
Kenneth Teo has joined as country partner for Malaysia, responsible for building bridges for programmatic TV advertising in the country. For 15 years, Teo has been Malaysia’s media industry trailblazer. Most recently, he was Astro’s Vice-President of media sales, credited for tripling Astro’s TV advertising revenue.
Meanwhile, Michelle Ching has joined as director for regional advertising sales, Asia Pacific and Japan. She has over 25 years’experience in bringing new media into regional markets, and was most recently at Facebook. Daniel Kwek, director for partnerships and media strategy, is tasked with cultivating relationships with broadcasters and managing ad operations, and has held media planning, strategy and sales roles at GroupM.
Anand Rego has been named director for product development and media research, bringing with him a depth of research and analytics expertise honed at ESPN STAR Sports where he led the Asian research team. He will work closely with Serene Sim, director for product, who is an expert in research and software product development, and who is responsible for the strategy, development and execution of the company’s flagship product.
Cheah Wei Khim, director for programmatic TV Development, is in charge of working with broadcasters to integrate their workflow and system with AsiaMX’s programmatic platform, and working with the product team on developing platform features. He was most recently at Globecast Asia. Vincent Seow, who has been named director for finance, has worked for several years in financial management and audit in various multinational companies and public accounting firms.
Benjamin Chua joins as chief technology officer, responsible for driving innovation and automation developments. Chua is a senior technical and business executive in the payments industry, and was most recently with Verifone. He has held regional technology, business development and leadership positions over the past 20 years.
“Our aim is to get closer to our partners and better serve customers in each market. To achieve that, we have assembled some of the best people in the business,” co-founder and CEO, Basil Chua said. “We hope to use our combined expertise and technology to empower the media industry. The timing is right to introduce automation to TV advertising.”