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Spotx Programmatic

SpotX eyes nascent programmatic TV market in Asia with senior hire

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By Charlotte McEleny, Asia Editor

January 15, 2016 | 2 min read

Video ad tech firm SpotX has appointed Marcus S Tan as managing director, JAPAC, as part of its plans to capitalise on the fledgling programmatic video market in Asia.

Prior to SpotX, he was PubMatic’s head of high growth solutions in JAPAC, as well as holding the role of managing director, APAC, for Smaato.

Speaking to The Drum about his hire, Tan said programmatic TV would be a core focus for the business in Asia.

“Video advertising and programmatic TV is nascent in Asia especially in countries like Indonesia, India and much of South East Asia. Many of these countries have lower CPMs and cost-per-views compared to the other region and some of video content has room for improvement. This presents an opportunity for SpotX as we educate buyers and sellers in these markets about the effectiveness of video advertising.

Many of the local broadcasters are either government owned or family run and we hope to speak with them to drive linear and programmatic TV here,” he added.

SpotX isn’t new to the region but its operations had previously been focused on Australia, New Zealand and Singapore. The new appointment represents a move into markets including South East Asia, India and Indonesia and a plan to explore strategic opportunities in China, Japan and Korea.

SpotX, a video supply-side platform (SSP), is 65 per cent-owned by RTL, following a deal estimated to be worth $145m took place in July 2014 saw Europe's largest broadcaster take majority ownership in the ad tech outfit.

Spotx Programmatic

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