MediaMath Blog

main

Data Technology Uncategorized

How Will The Media Planning Landscape Change Over the Next 10 Years?

July 18, 2016 — by MediaMath

This is Part II of an interview between Forbes contributor Kimberly Whitler and our CMO Joanna O’Connell on the changing media planning landscape. Below is an excerpt. Read Part I here.

Whitler: What will the media planning landscape look like 10 years from now?

O’Connell: In 10 years, we won’t have terms like “digital marketing” as the boundaries between “digital” and “traditional” continue to blur, and programmatic media buying—that is to say the automation of process and decisions driven by data, powered by machines—will become the more all-encompassing “programmatic marketing,” where everymarketing touch point, whether paid, owned or earned, across the customer lifecycle will be powered programmatically in one way or another. Programmatic marketing takes into account everything mentioned in the previous answer, viewing all marketing and its components as one, as a continuum. It is capable of transforming the way brands interact with consumers where marketing itself powers an ongoing conversation and two-way relationship, rather than one-way “push” messaging or one-off tactics that are highly fragmented and lack relevance.

Whitler: What is “automation” and how is it/will it change what marketers do? Any specific examples?

O’Connell: Some marketers equate programmatic directly, and solely, with automation, but that’s only part of the story. Automation in its most basic form is the application of technology to manual tasks to streamline and speed up the delivery of products and services. But you still need the human element, most importantly to understand why a business is doing marketing—what is their mission, their passion, their goals—and orchestrate a strategy that maps to that. Even in the realm of machine learning, which underpins the “decisioning” component of programmatic via algorithms, we still need super-smart, strategic data scientists to fulfill its potential.

That said automation plays a key role in powering the convergence of paid and owned media. The interconnectedness of these technologies is necessary to enable better conversations with customers across all of the touch-points they use, and it’s a huge leap forward for the industry and for the discipline of marketing. Just to give a simple example, imagine that upon opening an email from your favorite travel company and clicking on a link for a flight that’s on sale, the next display ad you see features a complementary discounted hotel offer. THAT interconnected experience is better for the consumer and better for the business’ bottom line.

Read the rest of the article here on Forbes.

Data Technology Uncategorized

A Detailed Look At How The Media Planning Landscape Is Changing

July 12, 2016 — by MediaMath

We know the marketing landscape has drastically changed and continues to rapidly evolve as new technologies, processes and tools come into play. Programmatic marketing, the automation of process and decisions driven by machines and enhanced by data, is facilitating real-time, connected technologies to bring programmatic communications beyond advertising. As programmatic marketing becomes more adopted across a wider swath of media budgets, there’s been a necessary change in how marketers undertake media planning. Forbes contributor Kimberly Whitler recently interviewed our CMO Joanna O’Connell about these changes and the impact they are having on marketers. Below is an excerpt:

Kimberly Whitler: How is the media planning landscape changing for marketers?

Joanna O’Connell: It’s changing because of two simultaneous forces: first, consumer behaviors and attitudes are changing; and second, the ubiquitous availability of data and the advent of sophisticated technology are changing what’s possible in media planning and, critically, media buying, optimization and measurement. Because of how and where people now consume content and want to engage with, and be engaged by, marketing, brands must look at media management holistically, across not only channels—including paid (like display and video advertising) and owned (like their websites, apps and email programs) —and devices, but also supply sources, data sources and measurement approaches that take into account both online and offline activity.

Whitler: Can you describe what you mean by supply sources? What are they are how are they changing?

O’Connell: The traditional way a media plan would be built is that a media buyer from an ad agency (typically) would call, for example, Forbes.com – the supply source in this example – and negotiate pricing and placement over the phone. They would talk back and forth, over the phone and/or email, until a specific contract was finalized, at which point an insertion order would be emailed out to the media supplier. Then, finally, an ad tag would be generated and emailed out, and so on and so forth. As you can see, bringing a media plan to life was extremely manual.

Read the rest of the article here on Forbes.

Data Media Mobile Technology Uncategorized

Making the Most of Digital Marketing on Social Platforms

July 5, 2016 — by MediaMath — 1

This article originally appeared on EContent Magazine.

The divide between the physical and digital world is diminishing very quickly. Consumers are constantly mobile and have various devices to cater to a “live-in-the-moment” type of world. As people become more mobile, the channels and ways of interactions are multiplying quickly. E-commerce capabilities available on third-party platforms such as Snapchat, Google, Pinterest and more allow brands to more easily have conversations in the consumers’ own environment. It is no surprise that social platforms have become common marketing tools to reach the connected customer. But, not all social media platforms are alike, and neither should the marketing campaigns that utilize them be.

Where Marketers Should Engage Customers

Following in the footsteps of Facebook, Instagram, and Pinterest, Snapchat recently implemented “shoppable” advertisements, allowing their 100 million users to simply swipe up to buy a product. While this fast (10 seconds to be exact) approach to advertising is relatively new, the adoption of ad capabilities by social media platforms is setting the stage for what’s to come for both publishers and brands alike. From a marketing perspective, the shift toward more dynamic storytelling forms of media such as real-time messaging apps like Snapchat are opening up the ways in which marketers can engage with their audiences that go beyond the traditional forms of digital advertising. But this trend also begets another challenge: keeping up with the vast number of new social media platforms entering the market on a regular basis, understanding their users and learning the best way to utilize the platforms to communicate with them. It is inevitable that there will continue to be dramatic changes over the next few years as social media platforms go in and out of popularity. Brands must determine the best places to interact with their customers and be mindful of how they interact with them.

Marketers Need to Get Personal

The key to turning these channels into successful commerce opportunities is taking the insights from customer data and determining how to best utilize them for personalized marketing tactics. Having a pool of data from these social channels will allow marketers to better target their audiences based on a number of factors such as behavior, demography, and location. Using this data, marketers can target their desired audience across multiple applications, serving diverse creative based on the user’s preferred social media platforms all within seconds. However, it’s important to remember that while leveraging user data from these platforms can promote effective commerce opportunities, relying exclusively on it will result in a platform-centric engagement and not a customer-centric engagement. Brands that are not cautious of this will find themselves compromising long-term gains in favor of short-term wins.

What Tools Marketers Can Use

The tools and channels to reach customers in the marketing world are evolving at the speed of light, yet many brands are still playing catch-up. As the customer experience becomes more interactive and connected all of the time, how do brands take advantage and keep up with the new marketing shift? Brands must set up an infrastructure that enables them to always market in a way that meets customer demands and behaviors and have the ability to plug into a variety of platforms quickly as they emerge. Using programmatic marketing as an infrastructure, brands gain the most cost-efficient way to deliver personalized content to target audiences at scale in a very quick and systematic way. Programmatic marketing allows brands to leverage data to deliver the right message to the right customer in the right context in an intelligent, automated, and scalable fashion.

Moving forward, programmatic will no longer be just a line item in the marketing plan, but will be the primary method of managing digital spend. This will allow both campaigns and the overall marketing strategy to be increasingly consumer- and user-centric, regardless of the channel. The goal is to address customers in a manner that is not only specific, but that also allows for ongoing, two-way interaction across addressable channels.

The Future of Digital Marketing in Social Media

Due to the enormous potential for direct response activations coming from the wealth of data patterns of user engagement, different social platforms will continue to emerge as key ad platforms. More than ever, marketers will need to develop creative digital experiences tailored to individuals and utilize technology solutions to provide cross-targeting and reporting across multiple channels/platforms. With hundreds of billions of dollars in the balance, understanding how to gain insight from vast amounts of data about audiences and the different media they consume across all channels can be the difference between success and failure for the world’s largest brands.

Data Events Trends Uncategorized

3 Tips for Reaching Shoppers During Key Seasonal Events

June 23, 2016 — by MediaMath

Father’s Day and graduation season are now behind us, but they’ve left good lessons on how to strategize for your marketing campaigns during smaller seasonal holidays and events. I recently shared three tips with Biz Report’s Kristina Knight in an article on how to better engage buyers during so-called “small-time” holidays.

Consider the bid price for CPM-based campaigns

Historically, we see increased ad volume for key retail holidays such as Mother’s Day and Father’s Day. With more demand, CPMs tend to rise, so it’s important that you bid high enough to win valuable impressions. Advertisers should prepare to increase bids up to two weeks prior to Father’s Day as that is when the majority of Father’s Day campaigns launch.

Whitelist it

Create whitelists to hit in-market users for websites across the top verticals for Father’s Day, including: sporting goods, home & garden and consumer goods. Contextual targeting is also an effective tactic. You can leverage channels such as Father’s Day, Automotive, Sports and potentially use custom keyword channels that you can curate yourself depending on your campaign goals.

Tie the campaign across devices

Look into third-party data providers that can provide segments across channels, including audiences by mobile activity. Some examples include:

Apps by genre: Shopping and Lifestyle, Sports, Games
Purchase Intent: Retail, Automotive and Boating, Technology
Mobile-app based channels: Targets in-app users through contextually in categories such as: Shopping Apps, Top Ranked Apps, High App Usage

Data Technology Uncategorized

The Seeds of Paid and Owned Convergence are Starting to Bloom

June 17, 2016 — by MediaMath

This article originally appeared on iMediaConnection and is written by Jenn Vlahavas, VP, Account Strategy, at MediaMath.

My dad is 70 years-old and retired in Arizona and has never really understood what I do. First it was “computers,” and now he tells his friend I “do the internet.” When I came into my current role almost three years ago, I used a direct mail example and said, “OK, Dad. Let’s say you get only two pieces of mail in the mailbox tomorrow. One is a 50-percent off coupon for a tub of Enfamil formula, and one is $50 off a round of golf at Pebble Beach. Which is junk mail?”

He enthusiastically raised his hand and shouted, “The formula coupon!” I told him, “No, they are both junk mail because they were both unsolicited. But because one aligns with your life stage, lifestyle, and passions, you don’t perceive it as intrusive. That’s what I do — help deliver advertising that is more relevant to consumers.”

Tapping into the various data signals from across first-, second-, and third-party data has become crucial to making marketing more relevant to consumers. In the recurring marketing mantra of “Right person, right time, right channel, right message,” this is “right person.” The convergence of your paid and owned media, plus integrated audience management and execution at scale, is how you get to the rest.

This probably sounds like stuff you’re heard before, but the transformation possible if we get this ideal future state right is enormous. It can change how brands interact with customers for the better by bringing the full customer experience to life. Using my dad as an example, he may get an email from Pebble Beach for $50 off but not respond because he’s distracted or busy (like most of us). But when paid and owned media come together, my dad might then see a video ad from Pebble Beach with a shot of the scenic views from hole 16 with the same offer.

If it’s the “right time” and because he’s 70, he will likely pick up the phone to book a round. The convergence of paid and owned marketing channels allows for Pebble Beach, in this case, to track my dad’s ad exposure sequence across historically disparate channels. And the use of audience management tools allows Pebble Beach to attribute the phone-based sale to my dad, closing the loop — and also ensuring he doesn’t get another $50-off offer.

Think of the current state of many marketers’ worlds:

Data applied in a siloed way, without one view of the customer. Why can’t, for instance, a Millennial mom not also be a high-value customer? Shouldn’t your customers be able to exist in overlapping segments to maximize their chances of converting?
No way to compare the various measures of success to understand what is and isn’t working in your marketing efforts. How many app installs equal one video complete, for instance?
The absence of owned marketing channels, which is almost like stopping a conversation with a target customer mid-sentence.

And then consider a marketing landscape where you can:

See and better understand customer behaviors across a broader range of marketing touch points.
Deliver more relevant messaging to these customers to improve business outcomes across all channels.
Reduce media waste by, for example, ensuring that a marketer isn’t paying to show an ad for a product a user has already purchased.

We already have clients seeing the benefits of connecting their technologies in this way. One major brand identified high-value audience segments from their email system and exported them to our TerminalOne operating system to boost ROI and execute media at scale. Both campaigns we ran saw better CTR and CPV compared with other email-only segments. We expect our clients and other marketers to increasingly test the waters of these paid and owned integrations. Competitive advantage lies with those marketers who unify their advertising and marketing to deliver on the promise of seamless relevancy for consumers wherever they are. Not to mention, connecting owned and paid strategies can actually make marketers’ lives easier by reducing workflows such as extra pixeling and better controlling data proliferation.

Marketers must integrate their martech with their adtech to boost ROI across all of their marketing-related investments, to better understand customers across touch-points, and to deliver stronger, more personalized experiences to end users across channels, formats, and devices. Those who don’t do this will falter longer-term.

Data Technology Uncategorized

Amnet and MediaMath Talk the Future of Programmatic in the Agency

June 15, 2016 — by MediaMath

As the programmatic experts for the Dentsu Aegis Network, Amnet specializes in media buying in addition to the planning, analysis and activation of audience data. With brands needing more from their agencies and other partners to succeed in a dynamically shifting marketing landscape, Amnet is committed to innovating, partnering with the right companies and helping their clients identify the best KPIs to meet their business goals. Erich Wasserman, Co-Founder and Chief Revenue Officer for MediaMath, recently sat down to interview Curtis Nishijima, Chief Operating Officer for Amnet, about performance driven through technology partnership, driving business outcomes for brand clients and the future of programmatic in the agency. Watch the full interview here.

Data Uncategorized

5 Questions with PushSpring

June 14, 2016 — by MediaMath

We have recently partnered with PushSpring to offer their standard and custom segments within MediaMath’s TerminalOne platform. This partnership increases our mobile in-app targeting offering greatly across North America. I was recently able to chat with their Co-Founder & CRO, Tyler Davidson, to get his thoughts on mobile marketing, behavior and targeting.

Where do you think advertisers face the most challenges when it comes to data and mobile marketing?

Whether you’re looking at the stats from Mary Meeker’s Internet Trends report or Ben Evan’s Mobile Ate the World, there are a few mega trends that advertisers cannot ignore. Mobile continues to command an increasing share of consumers’ time spent on connected digital media, especially in the app universe. Advertisers have a diverse array of technology and data options to provide them with alternatives to reach the right audiences via leading platform players like MediaMath, across their ever-increasing number of connected devices. Specific challenges advertisers face, include: i) inability to target app audiences using the same cookie and data options available on the web; and ii) lack of persistent cookies in the Safari browser environment. Again, these issues are being tackled by the top platform and data players—and I’d like to believe that PushSpring and MediaMath are solving parts of these equations.

What are some call-outs about consumer mobile behavior that should be on advertisers’ radar in 2016?

At a macro-level, there are a few trends that can’t be overlooked—the ubiquity of smartphones, the increasing time spent in mobile apps and emerging types of app engagement that are happening with certain sub-segments on the audience spectrum. There’s also an advertiser shift towards buying programmatically and leveraging native content and advertising units that can be customized for audiences based on available first-party and third-party data. Programmatic media buys now account for somewhere between 30 to 40 percent of digital marketing, with MediaMath and other platform players paving the way for advertisers to reach audiences at scale for all device types.

From a consumer behavior perspective, marketers should also be aware of the shift towards more dynamic storytelling forms of media, including images, video and messaging platforms—as evidenced by the meteoric rise of apps like Snapchat, Instagram and a long list of real-time messaging platforms like WhatsApp, WeChat and Facebook Live video. Each of these apps (and many others in the marketplace) are providing marketers with new ways of engaging with audiences that go beyond traditional forms of digital advertising, across both earned and paid media categories. Examples include: sponsored Snapchat Lens campaigns by Taco Bell and Gatorade, branded MSQRD face morph filters for Marvel’s Iron Man and the 150 million-impression earned media sensation of the woman with the Chewbacca mask on Facebook Live video. Advertisers (and platform players) need to have an awareness of this shift to apps and the evolving forms of engagement, because it’s no longer good enough to view standardized ad units as the only form of media for engaging with people on mobile devices.

By 2020, consumer behavior is projected to catch up to the ad dollars being spent, with 45 percent of total ecommerce expected to transact on mobile, generating roughly $284 billion in sales (Digiday). Yet conversions are still lagging on mobile. What needs to happen for advertisers, especially retailers, to get mobile shoppers to convert?

The retail market is massive, and eCommerce is taking a greater share of retail receipts with every passing year. Some companies, like Zulily, have reported huge percentages of their business being transacted entirely by smartphone and tablet devices However, the role of mobile devices in the eCommerce landscape shouldn’t be viewed exclusively through the lens of “how many sales/conversions are happening on a mobile device?” Consumers are also using mobile devices in many ways in retail, including: the rise of Starbucks as one of the largest mobile payment ecosystems on the planet, the use of mobile devices for consumers to comparison shop in brick-and-mortar retailers, the use of device-originated data to inform sales and marketing attribution models and so on and so forth. So, for retailers to be successful with mobile, they need to understand who their customers are and how they can be activated and engaged from a mobile perspective. There’s no one-size-fits all model.

How do custom segments, based on apps, help marketers identify and target users at a more granular level?

The sophistication of marketers has improved dramatically over the past five to 10 years, as has the availability of high-quality tools and data, giving marketers an edge in targeting and understanding their users. Marketers can use device-originated data, including app audience data, to build segments for targeting based on the presence/absence or usage behaviors inside those apps. We’ve seen some CPG marketers interested in targeted consumers that have retailers where their products are distributed. We’ve also seen marketers for music and video streaming app publishers seek to establish a beachhead with customers that haven’t yet selected a streaming service. And, for many marketers, there’s the ability to target customers of their competitors with offers to attract ’switchers’—this is especially prevalent in the telecommunications, banking and streaming media businesses.

What opportunities will this type of targeting produce for marketers, especially when utilizing mobile advertising ID targeting?

We believe that marketers will seek high-quality data sources that can be used to activate audiences across all devices and platforms. We’ve heard from a number of Chief Marketing Officers that they want a variety of targeting and activation alternatives, to enable them to maintain a degree of marketing flexibility and efficiency. The mobile advertising ID is the primary identifier for smartphones and tablets, providing advertisers with the ability to target high-quality data sets linked to the identifiers to target audiences anonymously and efficiently across all platforms. It’s also important to note that mobile advertising IDs provide consumers with a certain level of control over the ability to remain anonymous or opt-out of targeted advertising entirely.

Data Technology Uncategorized

14 Facts About What CMOs Want from Agencies

June 10, 2016 — by MediaMath

In which areas have agencies been most helpful in educating brands? What do brands find most important for excellent agency support? Are brands having their agency partners activate their first-party data?

Based on The CMO Club and MediaMath whitepaper “Evolving Your Agency Partnership Model to Drive Programmatic Success,” released on May 31st, we compiled some of the key stats from The CMO Club’s survey of 72 brand marketers on how they are partnering with their programmatic partners. Click here to download the full version of the infographic.

Data Events Trends Uncategorized

5 Questions with DataXpand

June 3, 2016 — by MediaMath

Consideration for language, age and gender remain top priorities when it comes to audience targeting. DataXpand, which specializes in Hispanic audiences in the US, Latin America and Europe, recently revamped their entire offering by tripling their segments to show more than 260 new audiences in our T1 platform. Knowing that this is a key demographic that our advertisers are especially keen to hone in on, I spoke to Sebastian Yoffe, Managing Director & Co Founder of DataXpand, to find out more about the great strides they are making in this niche area.

Additionally, DataXpand and MediaMath are hosting a special educational session focusing on US Hispanic Audience Targeting on June 8^th in our NYC offices. Please RSVP here if interested in attending.

DataXpand is the first International data management platform (DMP) and Audience Marketplace with truly global scale and reach. What was your strategy for building your platform to allow this amount of scale?

DataXpand is the first DMP and audience marketplace focused on US Hispanics, Latin America and Europe. The company was founded in 2012, where we saw a huge opportunity to replicate what was going on in more advanced markets like the US and UK. Programmatic was starting to take off, but there was no international data to be found or very little of. So basically for programmatic to grow, the data ecosystem had to grow too. That’s where DataXpand came in. Our role became to fulfill the demand of advertisers that wanted to target based upon age, gender, interest and intent. We worked hard on building the correct relationships with local / regional publishers, which at first had no knowledge that they could monetize their data, so we were able to build meaningful and long-lasting relationships with them. Our efforts went to generating the need, stimulating demand side and sell side in order to create a market that did not exist at the time. Fast forward to today, we have partnerships with more than 600 publishers and 220 million unique users worldwide, and are connected into more than 40 platforms.

You recently revamped your data offerings to triple the number of standard Hispanic segments available. Can you share the background for choosing to do this?

We live for our clients, so there was a lot of listening involved during this process, mostly work with advertisers, agencies, trading desks and DSPs. This is where we detected the need and we worked during the past six months to revamp our audience marketplace. US Hispanics is a great part of our offering where we evolved to capture the growth potential. We also launched Brand Discovery, which allows advertisers to plan their campaigns with audiences that relate to brands by reading and exploring content about them. These are audiences who are passionate and engaged with the lifestyle associated with certain brands and are always looking for news about them.

You say on your website you “create the best and most reliable audience clusters based on how users browse, show interest or intent.” How do you do this?

We use our DMP technology in order to build all of our audience segments. Data sets are very unique and include more than 500 different segments. They are based only in anonymous data and specifically on users’ browsing behavior, interests, intent, lifestyles and preferences. Within our data sets, consideration of language, age and gender are top priority. Also available are custom, brand discovery, seasonal and lifestyle audiences.

How do you plan to expand your strategy as the Hispanic demographic grows both in population size and purchasing power?

Almost 1 in 5 people in the US are Hispanic. They represent the largest minority, the second largest buying power, with $1.5 trillion; this represents a key demographic in terms of growth and advertising. This is why most brands are extremely interested in connecting with this audience. Our current offering is very robust since we reach 45 percent of the audience and offer over 130 segments classified by interest, intent, Brand Discovery and demographics. We are always working on growing and perfecting our offering. Right now we are developing audiences based on cultural aspects, language spoken and countries of origin. Some of these we currently offer as custom segments.

We are in the process of launching in Q3 our US audience offering, so we are very excited about this. It will add a completely new data set for the US, multiplying once again our volumes to cater to the US market needs in terms of interest, intent and B2B data. MediaMath will be one of the first platforms to showcase these new audiences.

What are your insights on how to best cultivate a global partnership of those partners you work with?

We work globally, regionally and locally, or what’s commonly referred to as “glocal” (global-local) with partners. By this, I mean that if we want to have the best data segmentation of US Hispanics, we must find the best partner for US Hispanics. If we want data from Mexico, Argentina, Chile or Spain, we must go to the leading local players that also consider in the research the regional partners that can help reach multiple audiences in multiple geos. This has proven to be a successful model for us; we had to change our focus many times in order to find the correct partners and long-lasting relationships. We are always looking for the next area of growth. For instance, we see today many opportunities in mobile and offline-to-online data.

Data Technology Uncategorized

Programmatic Marketing & the APAC Marketer

May 19, 2016 — by MediaMath — 2

MediaMath is proud to announce the launch of “Programmatic: The Shifting Paradigm of Digital Marketing,” a commissioned study conducted by Forrester Consulting. The study surveyed 300 APAC marketers on their adoption of programmatic and marketing technologies.

As an Asia Pacific marketer, I constantly hear about new marketing technology innovations emerging from the US, Europe and other mature markets, almost on a daily basis. I daydream about the multitude of engagement possibilities that these innovations, such as marketing automation, content recommendation engines, virtual reality e-commerce and, most recently, programmatic marketing, can provide to marketers. While I’ve been fortunate to have the opportunity to work very closely with cutting-edge technology (plus I’m naturally curious), I frequently wonder how many of my fellow marketers in this region are in tune with these advances or even aware of their existence. Quite unsurprisingly, all this technology can be overwhelming. However, there’s much at stake for those who don’t take the time to learn what’s possible with these new tools.

Get better with technology to do more with data

According to 500 chief marketing officers in this Economist Intelligence Unit report by Marketo, 86% believe they will own their organisations’ end-to-end customer experience mandate by 2020 and 78% expect to have significant influence over company technology decisions. The main driver of this shift? Customer data. Traditional enterprise IT vendors, such as Oracle, IBM, Adobe and Salesforce, are throwing immense amounts of their vast resources at building competitive marketing clouds. These are closed-loop marketing technology stacks designed to manage customer data throughout the customer lifecycle, from awareness to acquisition to retention.

What’s more, the already-converging martech and adtech worlds will further stretch the technical abilities of CMOs. Paid marketing, once typically serviced from outside of the CMO’s organisation, is increasingly being executed closer to home as marketers discover the real value of truly owning their data. Deploying data management platforms (DMPs) in-house is growing in popularity, as marketers search for deeper insights and learnings from their mass of Big Data.

For any aspiring CMOs, it is crystal clear: having a firm grasp of marketing technologies is imperative.

APAC is rising

What does the future look like for APAC? Back in February 2016, we commissioned Forrester Consulting to ask 300 senior B2C marketing leaders across APAC about their understanding and willingness to adopt programmatic marketing technologies. With MediaMath having a presence in the region for the last four years, the research, included in the paper “Programmatic: The Shifting Paradigm of Digital Marketing” released today, yielded insights that are consistent with our views on the market:

Overall, 41% of APAC marketers have adopted programmatic in their practice, with Australia (48 percent), Japan (46 percent) and Singapore (46 percent) leading as the most mature markets in the region.
The less developed digital markets, such as India (38%), Indonesia (30%) and Malaysia (36%), are also showing encouraging rates of adoption. This indicates that a large number of APAC marketers truly understand the value and benefits transformative digital marketing technologies can bring to their business.
Furthermore, 82% of APAC marketers who have incorporated programmatic into their practice are either satisfied or highly-satisfied with their programmatic investments. An even better 96% indicated they will continue investing in programmatic technologies. It’s not hype: programmatic is the future and it’s already here to stay.

There are many additional insights from the study that we’ve included in the report, including the key benefits senior APAC marketers seek in programmatic as well as concerns and barriers that hinder their adoption. We encourage you to learn more about this study by downloading the PDF here.

Newer Posts Older Posts