MAM
APAC shows highest growth in ad spends over mobile web: Smaato report
MUMBAI: Real-time advertising platform Smaato recently released its Global Trends in Mobile Programmatic report, by analysing data from billions of mobile ad impressions served on its exchange during the first half of 2015. As per the report, Asia Pacific countries recorded the highest growth during the first half of 2015 with India growing by 279 per cent followed by Singapore 225 per cent, Indonesia, 142 per cent and Malaysia 126 per cent.
“Asia Pacific (APAC) showed the most growth during the first half of 2015 vs. the first six months of 2014, with China delivering an astounding 315 per cent increase in growth, India showing a 279 per cent increase in growth and Singapore growing by 225 per cent. More disposable income means bigger and more powerful smartphones; this in turn drives both the publisher/app developer and mobile advertiser ecosystems that rely on Smaato’s platform,” reads the report.
When it comes to Smaato exchange, the report suggests India takes the second rank in top 10 countries list by supply and ranks third by spending.
“Rich media and larger ad sizes are becoming increasingly popular in the Asia-Pacific as marketers use more creative and engaging content to get their messages across,” said Smaato Asia Pacific vice president and general manager Malcolm Wong.
“The average individual would have about 27 applications on their smartphone (Nielsen 2014), and with a voracious appetite for mobile applications observed in the Asia-Pacific, more advertising budgets could be expected to shift to mobile in future,” added Wong.
Social apps like Facebook and Twitter could be the driving force behind this surge in mobile web usage. According to a recent report from IAB, 52 per cent of smartphone owners say they tap links in mobile apps that take them to web articles they want to read.
“The shift to mobile began with the mobile web – and then apps took over,” said Smaato CEO Ragnar Kruse. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies -whether it be the size of ads or the use of rich media – must be created with both app and mobile web usage in mind,” he added.
AD Agencies
Collective Creative Labs wins two Silver Effies, ranks top 15
Independent agency shines with strategy-led campaigns that move brands and culture
MUMBAI: Collective Creative Labs (CCL) has bagged two Silver Effies at the 25th Effie India Awards and claimed the 15th spot in the Agency of the Year rankings, marking a standout moment for the independent agency.
For a young agency built without legacy backing, these accolades go beyond trophies. They celebrate a fresh approach: starting with brand truth, sticking to strategy, and creating work that drives business, not just chatter.
Three years ago, Collective Artists Network spotted a gap in the market. Brands had access to creators and cultural moments but lacked cohesive strategy. CCL was born to fill that gap, blending cultural insight with disciplined brand planning to deliver campaigns that truly perform.
Collective Artists Network founder and group CEO Vijay Subramaniam said, “We were already sitting at a rare intersection of culture, creators, entertainment and influence. But brands don’t need access alone; they need alignment. CCL brings strategy to the heart of culture so that it drives real brand growth.”
CCL’s campaigns, including work for Zebronics, Rakesh Masala and Liberty, have travelled far beyond paid media, not chasing virality, but earning it through clarity of insight and purpose. Big names are used to amplify thinking, not replace it.
Collective Creative Labs CEO and partner at Collective Artists Network Sanjana Jain added, “Great work starts with clarity, what the brand stands for, the consumer’s reality, and the business goal. In a world that loves spectacle, we focus on outcomes. These awards validate that approach.”
Both Silver-winning campaigns were built on immersive consumer understanding and sharp strategic thinking, reinforcing CCL as a performance-driven creative partner. Operating where brands, culture, entertainment and emerging media intersect, CCL represents a new kind of agency model, uniting talent, content, influence and strategy under one roof.
For CCL, these wins and the Agency of the Year ranking are just markers of momentum, not the finish line.
