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RESEARCH, ANALYSIS & TRENDS
ment programmatic, lack of programmatic skills, the
complexity of the technical implementation and, lastly,
not having an agency partner that can help them use
programmatic.
“Marketers have very valid concerns when it comes to
programmatic adoption,” said Rahul. “Marketers need
to leverage capable and skilled agency and technology
partners who can help set them on a path to excellence
in programmatic. A partner with the requisite skills is
essential to chart the roadmap for clients looking to lev-
erage this very valuable ecosystem. A large obstacle is
Overall, 48% of APAC marketers surveyed who have internal education, so it is imperative that marketers
not adopted programmatic indicated that they are either invest in formal programmatic education for themselves
planning to or are currently in the evaluation stage. to enable themselves to reap the benefits that success-
ful programmatic practices deliver.”
On country level, the survey also showed that more
than half of marketers in the less mature countries, such As global programmatic ad spend is expected to reach
as India (52%), Malaysia (58%), and Indonesia (56%), US$37 billion by 2019, APAC is also poised to play a
are either planning to adopt or are currently evaluating significant role in this growth. The research results in
whether to adopt programmatic buying. This is a prom- ‘Programmatic: The Shifting Paradigm Of Digital Mar-
ising indicator of the extent of programmatic awareness keting’ show that programmatic adoption in this region
across the region. is on the rise and will continue to grow.
Through the survey, APAC marketers cited better con- Therefore, it is imperative for APAC marketers to hone
textual targeting, faster and more efficient execution and their programmatic knowledge and skills and to start
real-time optimization as the most important benefits in considering programmatic marketing in their practice (if
considering programmatic in their practice. As for key they have not done so) to gain strategic and real busi-
barriers to programmatic adoption, marketers cite these ness advantages. To download the study, click here.◊
as top factors: a lack of time to understand and imple-
By MediaMath
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
ment programmatic, lack of programmatic skills, the
complexity of the technical implementation and, lastly,
not having an agency partner that can help them use
programmatic.
“Marketers have very valid concerns when it comes to
programmatic adoption,” said Rahul. “Marketers need
to leverage capable and skilled agency and technology
partners who can help set them on a path to excellence
in programmatic. A partner with the requisite skills is
essential to chart the roadmap for clients looking to lev-
erage this very valuable ecosystem. A large obstacle is
Overall, 48% of APAC marketers surveyed who have internal education, so it is imperative that marketers
not adopted programmatic indicated that they are either invest in formal programmatic education for themselves
planning to or are currently in the evaluation stage. to enable themselves to reap the benefits that success-
ful programmatic practices deliver.”
On country level, the survey also showed that more
than half of marketers in the less mature countries, such As global programmatic ad spend is expected to reach
as India (52%), Malaysia (58%), and Indonesia (56%), US$37 billion by 2019, APAC is also poised to play a
are either planning to adopt or are currently evaluating significant role in this growth. The research results in
whether to adopt programmatic buying. This is a prom- ‘Programmatic: The Shifting Paradigm Of Digital Mar-
ising indicator of the extent of programmatic awareness keting’ show that programmatic adoption in this region
across the region. is on the rise and will continue to grow.
Through the survey, APAC marketers cited better con- Therefore, it is imperative for APAC marketers to hone
textual targeting, faster and more efficient execution and their programmatic knowledge and skills and to start
real-time optimization as the most important benefits in considering programmatic marketing in their practice (if
considering programmatic in their practice. As for key they have not done so) to gain strategic and real busi-
barriers to programmatic adoption, marketers cite these ness advantages. To download the study, click here.◊
as top factors: a lack of time to understand and imple-
By MediaMath
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
