Tech Bites: Week of September 26, 2022

McLaren Racing has launched a seven-page comic series in NFT form on Tezos ahead of the Singapore and Japanese Grand Prix events. The NFTs are created by Vietnamese designer Meine Nguyen. Fans can purchase the NFTs on McLaren’s Racing Collective website for US$9.99 per page. The purchase of NFTs goes beyond just the ownership of the comic art as fans stand to gain access and rights to attend virtual calls with McLaren, win McLaren merchandise, and receive invitations to McLaren management calls. 

Toyota has extended its partnership with Dentsu Singapore and One Esports for the third year to present the ‘Toyota Gazoo Racing (TGR) GT Cup ASIA 2022’. Under the continued partnership, Dentsu Singapore and One Esports will work with TMAP to run the regional sim racing competition in 'Gran Turismo 7' for Playstation. This includes video content production, such as competition highlights, player interviews, and more, as well as a series of articles covering the competition in localized languages to be published on ONE Esports’ website, oneesports.gg. The competition will be broadcasted across its digital channels, including Facebook, Twitch, and YouTube. 

The IAB Australia’s Ad Attention Measurement Landscape report has found that too much attention is being placed on ad attention metrics in isolation. 82% of ad agencies indicated their intention to measure ad attention of campaigns over the next year, with 55% of agencies saying they know at least a fair amount about the concept.  The research found that ad attention measurement is currently mostly used to gain insights for media planning with 64% of agency respondents intending to use ad attention insights for media planning in the next year, with most (76%) using insights from studies published in market by agencies or media owners to inform their media planning.  By contrast, ad attention insights are used by just 30% of agency respondents for ad targeting decisions and 29% for adjusting creative design. 

APPOINTMENTS AND WINS 

EssenceMediacom, has appointed Benjamin Wei as China chief executive for the merged agency, which launches in January 2023.

SHAREit, a file sharing and content streaming platform, is partnering with Tyroo, an adtech platform for growth marketing. With this partnership, Tyroo will enable SHAREit to be made available to local B2C mobile apps and developers, especially gaming apps, as an ad platform to fuel their growth within Vietnam and in other countries from Vietnam. 

CNN International has opened a new bureau in Taipei with international correspondent Will Ripley based there.