by Bong Osorio

MAKATI CITY – Amnet, the programmatic agency of Dentsu Aegis Network, held the Dentsu Aegis Network Programmatic Accord conference last June 6, 2018 at The Curator in Legaspi Village, Makati City.

The inaugural event was held to provide marketers with an overview of the programmatic media buying landscape in the Philippines as well as the upcoming trends in the ever-changing digital media ecosystem.

Representatives from Amnet’s Southeast Asia team, as well as global and regional ad technology partners, presented on topics specific to the Philippines audience composed of select members of the Dentsu Aegis agencies, as well as their respective clients.

Representatives of the most essential parts of programmatic activation in the new digital ecosystem came together for one day to share more about the industry. Grapeshot, Sizmek, The Trade Desk, Teads.TV, as well as Amnet all presented at the event on how these various technologies come together to benefit marketers in the new digital age of today.

The possibilities of programmatic

The importance of programmatic education and its role in driving adoption in emerging markets was emphasized throughout the event. Other topics included the need for agility and control for campaign activation for all media channels, as well as tapping on data to deliver relevant ads for audiences and for dynamic creative.

Sathish Sanmugavelu, Business Director SEA for Teads.TV stated, “I have seen the digital ecosystem here mature in the past five years, and programmatic media becoming increasingly relevant for brands. I am therefore very honored to have been a part of the inaugural Dentsu Aegis Network Programmatic Accord in the Philippines, which has helped show advertisers the possibilities of programmatic beyond a standard display ad. Having shared with the audience the premium inventory and highly customizable rich media formats they can access through Teads, I look forward to seeing some innovative brand campaigns being developed by the audience that attended.”

Zainal Abidin, Vice President SEA for Grapeshot added, “The Philippines is Grapeshot’s fastest growing market year-over-year in Southeast Asia and I believe we’re at an inflection point where we will start to see an exponential growth in programmatic advertising. Events led by industry leaders like Amnet serve as an excellent platform for brands and our agency partners to ask the questions that matter to tech vendors as we move from education to large-scale adoption.”

Building confidence in programmatic

The event included a panel discussion with Emmanuel Fischmeister, Head of Business Development APAC for Teads, Kali Guillas, Senior Account Manager for The Trade Desk, and Zainal Abidin VP SEA for Grapeshot. Moderated by Robert Wolf, Regional Senior Account Manager for Amnet Philippines, the panelists covered programmatic trends, challenges for emerging markets, and the outlook for programmatic in the country. The experts also provided sound advice for marketers new to programmatic and digital advertising.

Marian Magturo, Deputy AOR Director for Carat Philippines, who posed a number of thought-provoking questions to the panel, remarked, “Since programmatic is still at its infancy stage in the Philippines, a lot of advertisers are still skeptical about the effectiveness and efficiency of programmatic buying. The Dentsu Aegis Network Programmatic Accord organized by Amnet, has helped agencies and clients alike to build confidence in programmatic by focusing on the ‘why’s’ instead of the ‘how’s’.

“Undaunted by the technicalities and jargons of this ever-evolving buzzword, the event inspires us to prioritize our audiences on a real-time basis, and to reach them through bold, innovative solutions and spot-on messaging. Thanks to Amnet and their partners for the learning opportunity and for continuously evangelizing programmatic education,” Donald Lim, CEO of Dentsu Aegis Philippines stated.

Robert Wolf commented, “Having kickstarted my programmatic career in New York where the industry has now matured, I witnessed how programmatic has evolved from a single line item on a media plan into an integral part of media executions. I am excited to see this take place in Southeast Asia – one of the regions currently seeing the fastest growth in programmatic, with the Philippines contributing to this growth. With the constant evolution of the digital media landscape and programmatic ecosystem, consistent and relentless programmatic education is mandatory. We look forward to witnessing greater developments within the industry when the next Dentsu Aegis Network Programmatic Accord takes place.”