Gabey Goh
May 20, 2016

Programmatic adoption by APAC marketers on the rise: MediaMath

SINGAPORE - About 41 percent of senior marketing professionals in Asia Pacific have already adopted programmatic buying into their media-buying processes, according to a new study by Forrester Consulting, commissioned by MediaMath.

Rahul Vasudev
Rahul Vasudev

The study revealed that the most mature markets in the region, in terms of the percentage of marketers using programmtic buying, are Australia (48 percent), Japan (46 percent) and Singapore (46 percent).

Of these, 82 percent are either satisfied or highly satisfied with their investment in programmatic technology, indicating that marketers are benefiting and getting returns from their programmatic adoption.

The study also found that 96 percent of these adopters plan to continue investing in programmatic technology in the next 24 months.

“It is encouraging to learn that marketers are increasingly understanding the larger business benefits of using programmatic marketing as an underpinning technology layer to achieve their marketing goals,” Rahul Vasudev, Asia-Pacific managing director of MediaMath, said in a statement.

Global programmatic adspend is expected to reach US$37 billion by 2019, according to Magna Global, and the APAC region is poised to play a significant role in this growth.

While several markets in the APAC region have been seen as laggards in terms of marketing technology adoption, it remains a high-growth region, with a large number of businesses yet to adopt or integrate programmatic advertising into their marketing mix.

Overall, 48 percent of marketers surveyed who have not adopted programmatic indicated that they are either planning to or are currently in the evaluation stage.

On country level, the survey also showed that more than half of marketers in the less mature countries, such as India (52 percent), Malaysia (58 percent), and Indonesia (56 percent), are either planning to adopt or are currently evaluating whether to adopt programmatic buying.

Forrester Consulting noted that this is a "promising indicator" of the extent of programmatic awareness across the region.

Through the survey, APAC marketers cited the following benefits of programmtic as the most important:

  • Better contextual targeting
  • Faster and more efficient execution
  • Real-time optimisation.

As for key barriers to programmatic adoption, marketers cite these as top factors:

  • A lack of time to understand and implement programmatic
  • Lack of programmatic skills
  • The complexity of the technical implementation
  • Not having an agency partner that can help them use programmatic.

Vasudev said that marketers have valid concerns when it comes to programmatic adoption, and need to leverage capable and skilled agency and technology partners who can help “set them on a path to excellence in programmatic.”

“A large obstacle is internal education, so it is imperative that marketers invest in formal programmatic education for themselves to enable themselves to reap the benefits that successful programmatic practices deliver,” he added.

The report, “Programmatic: The Shifting Paradigm Of Digital Marketing” surveyed 300 senior marketing decision-makers in Australia, Japan, India, Indonesia, Malaysia, and Singapore in February.

Survey respondents were mostly from business-to-consumer (B2C) companies with annual revenues in excess of US$25 million.

 
 
Source:
Campaign Asia

Related Articles

Just Published

9 hours ago

Agency Report Card 2024: Ogilvy

Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.

9 hours ago

Campaign Global Agency of the Year Awards 2024: ...

Ogilvy and UM win global network of the year awards for creative and media respectively, while Special agency in New Zealand earns Asia-Pacific network of the year.

11 hours ago

Apple Watch’s heart story strikes a chord in Japan

Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.

11 hours ago

2025 Cannes Contenders: RGA creatives weigh in

A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.