Browsing: Inside KPEX
Programmatic specialists across the business have been logging into the KPEX exchange and sampling what’s on offer. We chat to a few about how they’ve found the experience has been so far.
NZME group revenue director Laura Maxwell has been with KPEX from the beginning, watching it evolve over the last few months. And she recently shared her thoughts on how things are going and where the initiative is headed.
It was formed through an unlikely alliance forged between four competitors. And now six months in, StopPress discovers KPEX is exceeding expectations and gaining traction in the rapidly expanding digital market.
KPEX, the local ad exchange founded last year, has confirmed the addition of three new online publishers to the mix, with more set to come shortly.
From the outset, the success of KPEX would largely depend on the willingness of media buyers to plug into the exchange and buy the inventory on behalf of their clients. And it didn’t take long for that to happen. Only a short few months after KPEX inventory became available, many major media strategists plugged in and started bidding. Here’s what a few think of the offering so far.
When the Australian media companies attempted to come together to form a similar alliance across the ditch, the effort failed because various players were simply unwilling to collaborate. But the local players did not allow the same to happen. Setting aside their partisan differences and prioritising the importance of creating a strong local programmatic network, Fairfax Media, MediaWorks, NZME and TVNZ successfully came together to form KPEX.
Here’s why the execs determined the move was worthwhile.
In a weekly series, we delve into the Kiwi Premium Exchange (KPEX). In this edition, consulting chief executive Duncan Arthur takes on a few early myths.
Richard Thompson, a partner at creative agency Contagion, will be taking over the KPEX reins from consulting chief executive Duncan Arthur in mid-April.
Fairfax Media, MediaWorks, NZME and TVNZ last year joined forces to create the Premium Kiwi Exchange (KPEX). Over the next few weeks, this series will delve into the strategic thinking behind this initiative. In part one, we chat to KPEX chief executive Duncan Arthur.
While yesterday’s announcement by the nation’s big four publishers about the creation of a joint ad exchange has largely been welcomed by the industry as positive move that could, if effective, serve to keep a bigger chunk of ad spend in the local market rather than feeding it into the international exchanges, it has also raised a few questions that will need to be answered as it comes into effect. We chat to the big brains at Countdown, Pak ‘n Save, OMD, VivaKi, Acquire Online, ANZA, Bauer and TVNZ about this move.
In a joint statement released earlier today, Fairfax Media, MediaWorks, NZME and TVNZ announced the launch of a new local advertising exchange service called the Kiwi Premium Advertising Exchange (KPEX), which will provide advertisers access to premium advertising inventory across each of the publishers’ online properties. So will this give the local players the scale to compete with Facebook and Google’s respective ad exchanges?