Mobile ad platform Amobee makes big push into Southeast Asia

Ambient Digital, a large advertising network in Vietnam, and MCM, an advertising and digital media group in Indonesia, will start using US-based Amobee‘s end-to-end online advertising platform, it was announced last week.

Ambient will be using Amobee PULSE for Publishers to manage mobile advertising for thousands of publishers and global brands in its network, while MCM will use Amobee PULSE for both Advertisers and Publishers.

The Vietnamese advertising network claims to reach 70 percent of online consumers in the country.

“91% of the Vietnamese population uses mobile phones to manage many facets of their daily lives,” said Andrew Stephens, CEO of Ambient Digital.

“The mobile phone is ubiquitous in Vietnam; therefore, reaching these consumers through mobile advertising will be an effective way for large brands to build relationships and get results.”

Trevor Healy, CEO of Amobee, believes there is more to Asia besides India and China. “We are taking the road less travelled and are going to focus on great markets like Vietnam, Singapore, Indonesia and Philippines.”

Merah Cipta Media (MCM) Group is a group company that provides complete solutions in branding, marketing, communication and digital media for major industry players in Indonesia. It is situated in a fast-growing mobile market with close to 100 percent mobile phone penetration.

Said Grant Watts, Amobee’s regional vice-president for Asia-Pacific: “With Amobee PULSE for Advertisers and Amobee PULSE for Publishers, MCM will be able to bring value to the entire mobile advertising ecosystem, and deliver highly relevant and immersive mobile ads to Indonesian mobile phone users.”

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