As marketers in the Asia Pacific region respond to changing media practices and technology, nearly half (41 percent) have adopted programmatic buying into their media buying processes.
This is according to a study conducted by Forrester Consulting on behalf of MediaMath, which polled 300 senior marketing leaders from Australia, Japan, Singapore, Malaysia, Indonesia and India, on their programmatic practice. Survey respondents were all from mostly business-to-consumer (B2C) companies with annual revenues in excess of US$25 million.
Programmatic is the automation of buying and selling of ad spaces online and on mobile devices to send the right messages to the right person/customer at the right time and context.
Among those who have adopted programmatic, 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. Furthermore, 96 percent of these adopters plan to continue investing in programmatic technology in the next 24 months.
The study also revealed that APAC marketers are generally aware of the benefits of programmatic. Forty-eight percent of the respondents 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.
"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. There are healthy signs that programmatic adoption in APAC will only continue to grow and that the noticeable gap in maturity of the various markets is shrinking very fast," said Rahul Vasudev, Managing Director, Asia Pacific, MediaMath.
According to the respondents, better contextual targeting, faster and more efficient execution, and real-time optimisation are the most important benefits in considering programmatic in their practice.
As for key barriers to programmatic adoption, APAC marketers cited lack of time to understand and implement programmatic, lack of programmatic skills, the complexity of the technical implementation and, lastly, not having an agency partner that can help them use programmatic.
To counter these challenges, marketers should leverage agency and technology partners with the requisite skills to chart the roadmap to leverage programmatic," Vasudev advised.
He added that marketers also need to "invest in formal programmatic education for themselves to enable themselves to reap the benefits that successful programmatic practices deliver."
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