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RESEARCH, ANALYSIS & TRENDS
Nearly half of APAC marketers have
embraced programmatic, responding to
changing media practices and technology
MediaMath, creator of the TerminalOne Marketing Op- To gauge the appetite and adoption levels for program-
erating System for digital marketers, just revealed the matic in APAC,
findings of a study conducted by Forrester Consulting,
“Programmatic: The Shifting Paradigm Of Digital Mar- Forrester surveyed 300 senior marketing decision-
keting.” makers in Australia, Japan, India, Indonesia, Malaysia,
and Singapore. Survey respondents were all from
The study, commissioned by MediaMath, found that mostly business-to-consumer (B2C) companies with
41% of senior marketing professionals in Asia Pacific annual revenues in excess of US$25 million.
(APAC) have already adopted programmatic buying into
their media buying processes, with Australia (48%), “Having invested in the APAC region over the past four
Japan (46%) and Singapore (46%) leading as the most years, we have seen exponential growth in the adop-
mature markets in the region. Of these, 82% are either tion of programmatic and this study is testament that
satisfied or highly satisfied with their investment in pro- APAC marketers are increasingly turning to program-
grammatic technology, indicating that marketers are matic buying to support their overall digital marketing
benefiting and getting returns from their programmatic strategy,” said Rahul Vasudev, Managing Director, Asia
adoption. Furthermore, an exceedingly positive 96% of Pacific, MediaMath. “It is encouraging to learn that mar-
these adopters plan to continue investing in program- keters are increasingly understanding the larger busi-
matic technology in the next 24 months. ness benefits of using programmatic marketing as an
underpinning technology layer to achieve their market-
While several markets in the APAC region have been ing goals. There are healthy signs that programmatic
seen as laggards in terms of marketing technology adoption in APAC will only continue to grow and that
adoption, it remains a high growth region, with a large the noticeable gap in maturity of the various markets is
number of businesses yet to adopt or integrate pro- shrinking very fast.”
grammatic advertising into their marketing mix.
18 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
18
Nearly half of APAC marketers have
embraced programmatic, responding to
changing media practices and technology
MediaMath, creator of the TerminalOne Marketing Op- To gauge the appetite and adoption levels for program-
erating System for digital marketers, just revealed the matic in APAC,
findings of a study conducted by Forrester Consulting,
“Programmatic: The Shifting Paradigm Of Digital Mar- Forrester surveyed 300 senior marketing decision-
keting.” makers in Australia, Japan, India, Indonesia, Malaysia,
and Singapore. Survey respondents were all from
The study, commissioned by MediaMath, found that mostly business-to-consumer (B2C) companies with
41% of senior marketing professionals in Asia Pacific annual revenues in excess of US$25 million.
(APAC) have already adopted programmatic buying into
their media buying processes, with Australia (48%), “Having invested in the APAC region over the past four
Japan (46%) and Singapore (46%) leading as the most years, we have seen exponential growth in the adop-
mature markets in the region. Of these, 82% are either tion of programmatic and this study is testament that
satisfied or highly satisfied with their investment in pro- APAC marketers are increasingly turning to program-
grammatic technology, indicating that marketers are matic buying to support their overall digital marketing
benefiting and getting returns from their programmatic strategy,” said Rahul Vasudev, Managing Director, Asia
adoption. Furthermore, an exceedingly positive 96% of Pacific, MediaMath. “It is encouraging to learn that mar-
these adopters plan to continue investing in program- keters are increasingly understanding the larger busi-
matic technology in the next 24 months. ness benefits of using programmatic marketing as an
underpinning technology layer to achieve their market-
While several markets in the APAC region have been ing goals. There are healthy signs that programmatic
seen as laggards in terms of marketing technology adoption in APAC will only continue to grow and that
adoption, it remains a high growth region, with a large the noticeable gap in maturity of the various markets is
number of businesses yet to adopt or integrate pro- shrinking very fast.”
grammatic advertising into their marketing mix.
18 Asian eMarketing - May 2016: The impact of Social Media & Storytelling, Native & Contextual Advertising, on Content Marketing
18
