Three out of four advertisers in Asia-Pacific (APAC) plan to increase spend on data-driven marketing in 2015, and 96% view audience targeting as an effective marketing strategy.
The insight comes from a programmatic and data survey from MediaQuark, a digital ad-targeting firm. The company surveyed 108 digital ad professionals on programmatic and data-driven marketing as it pertained to their 2015 plans.
“The results of this survey show that 2015 will be the year that data, audience and automation take the spotlight in all marketing, especially in APAC,” stated Tom Simpson, CEO of MediaQuark. “Over the past few years, there have been an influx of ad tech players into the region — setting up their infrastructure preparing for the market to mature. 2015 is the year that programmatic marketing will finally attract serious budgets from brands and investments start to pay off.”
In addition to several ad tech firms launching in the APAC region over the past several years, as Simpson noted, many doubled down in 2014 via senior-level hires, including The Trade Desk, Rocket Fuel, Xaxis, PubMatic, Rubicon Project, AppNexus and others.
MediaQuark found that nearly two-thirds (65%) of APAC advertisers are already using programmatic for digital advertising, with programmatic accounting for less than 25% of digital budgets. A lack of understanding is the biggest barrier between APAC marketers and programmatic, per the survey,followed by a lack of third-party data and the high cost of data services.