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BA Students from Northumbria University UK Visit Syndacast’s Thailand Office

By | Oct 30th, 2013 02.10 AM | View all posts in News and Updates

Syndacast welcomes and shares insight into digital marketing to a group university students studying BA in Business Management from Northumbria University, UK.

The company’s CEO, Wolfgang Jaegel shares insights on digital marketing for the tourism industry in a casual discussion session that encourages students to participate and voice questions and opinions. Wolfgang also goes on to explain how digital marketing helps to grow businesses as well as share some interesting case studies. This was followed by a tour of the company’s Bangkok – Thailand office at Exchange Tower Asoke.

Students from Northumbria University

The visit was part of the Bangkok School of Management agenda lead by Ms. Bhavna Khemlani. Part of the efforts was to expose students to real-world business environments and settings. The objectives of the visit were for students to gain insights into the following:

1. Gain an understanding of the role marketing plays in driving business success
2. Become aware of the necessity of monitoring the environment to identify business opportunities
3. Understand the role of market research in understanding consumers
4. Gain understanding on how to develop marketing strategies and marketing mixes
5. Appreciate the importance of ethical marketing
6. Learn the common terminology and concepts used in marketing
7. Apply the learned knowledge to real-world business cases
8. Develop team work and business presentation skills

“Northumbria University, officially the University of Northumbria at Newcastle, is an academic institution located in Newcastle upon Tyne in the North East of England. It is a member of the University Alliance.” – Wikipedia.com

“Bangkok School of Management is a subsidiary international college of Everclever Co. Ltd., also known as Everclever Education Group, an international education provider established in Thailand since 1998.” – bsm.ac.th

Syndacast represents APAC’s leading digital agency specializing in the tourism industry. With presence in several countries in Asia including Thailand, Singapore and Indonesia, the company quickly gains recognition in the area of ‘performance marketing’ where ROI matters and all client project portfolios are delivered based on KPIs and other success factors.

digital marketing session

The site visit, whereby students get the chance to see a leading digital marketing agency in action as well as participate in a sit-down session with Digital Media Evangalist & Strategist for ‘complex needs’, Wolfgang Jaegel would not have happened without Khun Chonthicha Sangpan, the company’s Marketing Director and Jasveen Walia (Client Service Manager) – a special thanks for making it happen.

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What’s the Future of Online Marketing in 2014? Predictions and Projections.

By | Oct 25th, 2013 03.56 AM | View all posts in Tips & Tricks

Online marketing will only get bigger and better in 2014. This year we saw many changes, new tools and new perspectives brought into play. All of these have built a foundation for digital marketing in the year 2014 and beyond. First of all, analytics have become more advanced and now comes in many different forms, such as video tracking, scroll and heat maps. Video analytics have also made an appearance while social analytics have developed beyond imagination.

digital marketing future

First and foremost, it’s unquestionable that “MOBILE” will be more than big, it will be huge. Why? The largest search engine has just replaced its algorithm with hummingbird, a contextual search algorithm which caters to mobile and tablet users. If Google themselves are putting in effort to please mobile users, is it not a sign that there is something definitely going on there? Do get ready for the small screen because mobile is definitely coming. If your website is not responsive or mobile friendly yet, high time to look into website usability on mobile.

Mobile-Marketing

Now if mobile is to be big, everything on your website will shrink. Small screens means less display space, means less area to put your message across, means less user patience and tolerance towards anything that’s unclear.

Thus, our next prediction: “LESS MEANS MORE”. On mobiles, you don’t want to cramp lots of content into the small screen and leave it to your readers to pinch away on their mobile touch screens. It just doesn’t work that way. Are we saying Simple is Better just because of mobile. Nope. Actually, if you think about it, life is becoming more of a rush-rush battle with time. Your audience just doesn’t have the luxury of time to go through long ad text or play Where’s Wally to find your call-to-actions. Online marketing in terms of content will be about simple, clear, concise and strong messages/communication. On the web design and development front, this means the move towards minimalist design and responsive websites.

keep it simple wally

Which comes to our 3rd point: “CONTENT MARKETING” will gain even more recognition. Consumers are smart and with increasingly easy access to the Internet and free Wi-Fi almost everywhere you go, not to mention the fact that mobile service providers are packing together carrier service with data services, more and more people will rely on online search to find information. The increase in consumer’s demand for easy and quick access to relevant information is already happening and will probably amplify even more in 2014 and beyond. If you have kept a close examination on search this year, you’ll have noticed that Google has been making its search results more and more content based; pulling information from Wikipedia, Google+ accounts and what not. If the big players already see the need to move in that direction, it’s not something we should be taking lightly.

content marketing

Now when we talk about marketing (offline or online, doesn’t really matter) advertising will always be present. So far we’ve said content, simplicity of messages and mobile will gain a lot of interest moving forward. What about Ads? It goes without saying that banner and “DISPLAY ADVERTISING” will continue to be a huge part of online marketing and the tools will only get better and more sophisticated in 2014.

Already this year we saw many activities happening on that front, such as Google’s AdWords Dynamic Retargeting for retailers that was released sometime June 2013, twitter’s new ad retargeting exchange and the developments on Facebook Exchange (FBX). Then there was Google’s DoubleClick recent addition that enables users to buy retargeted ads on Facebook. So when we say online advertising will only get better, what do we actually mean? Retargeting. “AD RETARGETING” is the key for better conversion rates; which means with the same advertising budget, opting for ad retargeting means the chance to get more sales and hence lower Cost per Acquisition (CPA).

ad retargeting

Finally, a growing part of online marketing we simply cannot leave out: “SOCIAL MEDIA”. Over the years, social media has changed quite a lot. Friendster ( if anyone still remember what it is) revamped itself into something else entirely, Zynga Facebook games has seen its own rise and fall while we see a shift from activities on social bookmarking sites such as Digg to information-based social networks such as LinkedIn and Google Plus. Let’s also not forget China’s own network of social websites such as Weibo and Renren. Our take? Facebook will continue to dominate the area with Google Plus and LinkedIn following close behind. Other contenders to keep in mind are Twitter and Pinterest.

social media marketing

So what’s our summary for 2014? Online marketing is growing in many directions and quickly becoming an integral part of any brand’s marketing campaign. Areas we feel will gain even more recognition and should be stressed are mobile, content marketing, ad retargeting and social media, while the overall trend is a shift towards “Less Means More”.

Keep it simple folks…

Image sources: contentamp.com, embracemobile.net, ncadvertiser.com, clickexposure.com, brightbiz.com, channelweb.co.uk

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What is Adboost?

By | Oct 22nd, 2013 10.00 AM | View all posts in Technology & Innovation

So what is AdBoost?

The Short Answer: Syndacast’s powerful proprietary RTB Display Advertising solution.

Syndacast Adboost Numbers

If you’re new to RTB Display Advertising, learn more about the technology and how it could help your business from our fast track guides to RTB Display Advertising, DSP and DMP.

The Long Answer:

AdBoost is Syndacast’s proprietary technology that makes precise, accurate and cost-effective digital advertising possible for your business. AdBoost helps you allocate your advertising budget to target the right audience and optimize so that you get the most out of your investment.

AdBoost is built on four unique and powerful components: Data Management Platform, DSP RTB Solution, Optimization Engine and AdBoost’s Dashboard. With this technology, what you’re looking at is access to 37 billion impressions daily, inventory in 40+ countries, 800 million unique url’s each day and bid calculations at 40ms or less.

Syndacast AdBoost

Most importantly, AdBoost exploits pioneering targeting technology to pinpoint specific audiences as well as specific sites and content types. Not 1 impression is wasted.

Syndacast AdBoost Targeting

And this is just a small peak into AdBoost. To learn how the entire system works in detail leading to precision targeting, download our full AdBoost fact sheet here. Or, prefer to learn directly from us? Feel free to contact us anytime.

Download AdBoost Fact Sheet

P.S. AdBoost is an all-in-one solution for display advertising. So if that is what you are looking for, you are at the right place. Simply drop us an email and we’ll walk you through the system.

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Declassifying Google’s Hummingbird Infographic [INFOGRAPHIC]

By | Oct 20th, 2013 09.38 AM | View all posts in Infographic

Google’s famous hummingbird algorithm officially rolled out this past September 27, 2013 which meant a whole of changes were coming to the SEO world. Many speculated if hummingbird was going to affect their rankings which have been in good standing even after the Penguin and Panda updates rolled out way back when. Many theories buzzed through SEO communities about its impacts but nobody could truly identify what hummingbird really did. Was it a just a cute name masking something big from Google? Maybe. Maybe not. It’s too early to pinpoint hummingbird’s real intention.

To non-SEO specialists (like you or me), the new algorithm makes searching a whole lot easier; results are pulled from websites and displayed on the front page in forms of interactive graphs, sliding image galleries or even showcasing music and videos. Life became simpler. Search queries although not exclusively keyword based, were showing results related to the search query regardless if it had the exact match keywords or not.

To better understand what this is or better known as Conversational Search/Query Search, here’s a breakdown of hummingbird in the form of cute birds in our very own Hummingbird infographic!

Declassifying Google's Hummingbird

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What is DMP (Data Management Platform)?

By | Oct 17th, 2013 10.00 AM | View all posts in Technology & Innovation

Assuming you already know what DMPs are and how they work in digital advertising alongside RTB and DSP, skip to the advanced information; download Syndacast’s AdBoost fact sheet here.

Download AdBoost Fact Sheet

DMP (Data Management Platform) is in fact not a new solution but is one that has recently been embraced by digital advertising. It is also commonly known as UDMP (Unified Data Management Platform) and what it is, is basically a centralized computing system that collects and manage huge amount of data from many different sources. The term DMP is most commonly associated with development projects wherein the idea is to help data users to turn raw data into information that could be easily read and support business goals.

Syndacast DMP Data Management Platform

DMP in terms of online media advertising has, to-date grown so powerful that publishers could now literally track users and customers from a multitude of sources such as mobile usage, tweets, banners, and even offline applications. The user data collected from web cookies, a small file that tracks internet user behavior is dissected by the DMP and categorized into segments and groups; organized into useful and coherent information.

The use of DMP far exceeds the buying of ad impressions but also helps publishers in the long run in terms of shaping and defining targetable audiences.

DMP is a solution in itself but is also part of a bigger solution: RTB Display Advertising.

P.S. Are you looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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What is DSP (Demand Side Platform)?

By | Oct 15th, 2013 10.00 AM | View all posts in Technology & Innovation

Understanding DSP (Demand Side Platform)

Already versed on what a DSP (Demand Side Platform) is? Just skip to the advanced part and download Syndacast’s AdBoost Fact Sheet here.

Download AdBoost Fact Sheet

In order to participate in RTB (Real-Time Bidding); if you haven’t read our guide on RTB, read it here, you need to have a tool capable of processing massive amount of data sets and calculate bids for billions of impressions. Most importantly, the calculations and bid estimations need to happen real-time. This is what a DSP is. It’s a tool that makes it possible manage huge data sets as well as define campaign rules.

Manually Going Through Ad Inventories

Instead of manually going through all available ad inventories to identify the ones that match your product/service, a DSP does it automatically for you. The tool identifies audiences that you should bid on as well as the media impressions in order to reach the said audiences.

How does it Work?

Before being able to do all the targeting work for you, you first need to feed the DSP with data about the ideal audience such as gender, age, income and so on and so forth.

Once this is determined and set-up you now need the information source where to bid for impressions in order to reach your audience. Data regarding potential ad audience comes in 2 main parts: first party data which is your customer data and third party data (purchased data from other sources). A separate platform helps to categorize the huge amount of data into segments called DMP (Data Management Platform). Read about DMP here.

The DSP Calculator & Automatic Bidding

As previously explained, it is impossible for advertisers to manually sort through all media inventories to target relevant audiences and calculate bids for each, one by one. The DSP technology does this and does it very well, taking just milliseconds in counting to evaluate and calculate bids.

Automatically calculated bids are matched and compared against other bids and the highest bidder wins. On the user experience side, this all happens in the blink of an eye and absolutely no delay in data processing is experienced in terms of website load time.

Syndacast DSP Demand Side Platform

DSP, the Dynamic Optimizer

An important bit of information about DSPs is that it is always ‘learning’. It’s not just about managing and calculating bids but by using historical data, the DSP is able to identify behavior and user characteristics that help optimize your bidding strategy.

This learning ability helps drive advertisers towards optimal performance. In a nutshell, the DSP would only get better at coming up with bid prices for your prospects. However because each DSP is designed differently by the developers and have different algorithm, you might find some DSP more powerful and perform better than some. So do choose your DSP brand wisely.

P.S. Are you an agency looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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How does RTB Display Advertising Work?

By | Oct 9th, 2013 06.00 AM | View all posts in Technology & Innovation

First off, if you’re already an expert on what RTB (Real-Time Bidding) Display Advertising is, then go for the advanced stuff. Download Syndacast’s full AdBoost RTB Display Advertising Fact Sheet.

Download Syndacast AdBoost Fact Sheet

Moving on, for anyone still fuzzy about RTB, let’s start with the question of what is RTB Display Advertising? If you’re here reading this post because you’ve found the bits and pieces of information being thrown around the internet difficult to piece together for something halfway coherent, worry not. You’re not alone. The market is in fact falling short of adequately explaining RTB (Real-Time Bidding), DSP (Demand Side Platform) and DMP (Data Management Platform) in layman terms.

What is RTB?

Let’s start with RTB. RTB which is short for real-time-bidding is a major evolution on how digital media is bought and sold. Before RTB came around, display and banner advertising is all about closing ad deals with websites individually via CPM (cost per impression) rates (cost for 1000 visitors of website users to see your ad) and flat rates per month or even CPC (cost per click) rates. Typically, the seller would propose a CPM rate and the percentage of impression distribution over time and/or ad rotation ratios to advertisers.

With RTB, this is no longer the case. Instead, the advertiser conducts their own evaluation and place bids on individual ad impressions as they are about the happen. A third party system is used in this new RTB model. The publishers (website owner with advertising space) make their ad impressions available on third party exchange platforms. Advertisers could then buy the impressions directly through the exchange. Most advertisers do prefer to buy impressions via a separate DSP tool which enhances the bidding process.

The benefits of using a DSP is flexibility such as letting brands/advertisers leverage their own data for targeting ads, and makes it possible to apply sophisticated algorithms for bid optimization.

Let’s take a step back to RTB here. Keep your questions about the DSP you may have for now. (We’ll explain that in detail in a separate post). So when we say: with RTB, advertisers make the call rather than the publisher; how does it actually work?

 

“Different Advertisers give different values for different audiences “.

RTB Target Audience

To illustrate this a bit: Suppose that you are selling high-end women hand bags. Your ideal customer profile would be female with high income between 25 – 38 years old. You may be willing to spend quite a bit of money to ensure these women that fit this profile see your ad. Now considering that half of the women are working moms. A high-end baby product brand are also targeting the same group as you are, and consequently, they might be willing to bid higher that you are in order to show their baby products. Thus, the higher bidder wins and gets to show targeted audience ads for their product/service.

Syndacast RTB

Now that you know how RTB works, the next question you might be having is, what if the RTB platform has little publisher websites to choose from compared to the number of potential websites you could advertise on? First and foremost, choose RTB solutions that are big. As in, choose solutions with a huge database to show for. And again worry not because publishers are in fact quite keen on selling their impressions on RTB platforms for many reasons:

Reason 1: Instead of spending huge money on hiring a sales force team, RTB gives publishers an alternative to sell their entire advertising inventory without the said team.

Reason 2: Being part of an RTB platform means more people get to know about their advertising space. In terms of reach, this beats going the route of direct sales or hiring a media planner.

Reason 3: Targeted audience segments tend to yield more income for publishers compared to generic audience inventory buy based on website traffic because of the higher willingness to pay  for targeted audience.

Reason 4: Finally, RTB is the first solution that comes to mind for any unsold inventory because it is cost effective and really does work.

What does this all mean? RTB for publisher is another great avenue to make money.

As RTB get larger and larger, sorting through the huge amount of ad data and bids becomes overwhelming and defeats the purpose altogether.
This is where the DSP comes in. Stay tuned for our article on ‘What is DSP and Understanding Demand Side Platform’.

P.S. Are you looking for an all-in-one solution for display advertising? Then you’re at the right place. Get in touch with us to learn more about AdBoost, a powerful RTB Display Advertising technology.

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