Top Story

e4m_logo.png

Home >> Advertising >> Article

Mindshare and Unilever launch Programmatic Buying Unit, ULTRA for ASEAN

29-February-2016
Font Size   16
Share
Mindshare and Unilever launch Programmatic Buying Unit, ULTRA for ASEAN

Mindshare, the global media agency network, that is part of WPP, has launched the Programmatic Buying Unit, ULTRA for Unilever in ASEAN.  

 Mindshare and Unilever have launched Unilever’s programmatic desk, ULTRA in Singapore to drive programmatic planning and buying for ASEAN. Mindshare and Unilever teams have been working together for the past few months to test and understand the available technology stacks and the right set of partners to power ULTRA.

 The desk has been set up with a view to work with the best of breed technologies & capabilities. The setup also allows for constant experimentation and drives an agile way of integrating the technologies available.

 ULTRA is powered by unique and custom-built audience profiling algorithms, capable of delivering multi-format communication assets across all screens, a first of its kind in Asia Pacific.

The key focus for ULTRA will be to drive digital media quality measures around complete viewability, transparent brand safety, high in-target delivery & strong fraud avoidance.

 Speaking about the new development, Rahul Welde, VP, Media at Unilever commented, “The world of advertising is seeing continuous disruption and it is important we embrace and integrate technology into how we operate. I am excited about the potential of ULTRA and keen to see this as integral to our digital marketing efforts in the region.”

 Gowthaman Ragothaman, Chief Operating Officer, Asia Pacific at Mindshare added, “ULTRA is unique. It is a built for purpose programmatic unit with agile planning at its core with capabilities to manage real-time triggers living up to our core philosophy of Adaptive Marketing.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...