The prediction is that advertising in Asia Pacific will shift from traditional advertising to digital advertising and programmatic advertising will, within the next three to five years, become the main source of media buys.
Despite programmatic advertising platforms being newer to the Asia Pacific, the region today is considered to be the second largest programmatic market – and already taking up a sizeable 30% of global ad spending.
Programmatic advertising platforms have for some time allowed marketers and advertisers to automate the purchasing and management of their digital ad campaigns – including media buying, ad placement, performance tracking, and campaign optimisation.
While in the past, programmatic was used to sell remnant ad space, this is no longer the case and the pandemic has drastically impacted the world of advertising, accelerating and bringing programmatic into the mainstream and offering more efficient ways of ad campaign management .
To learn more, iTNews Asia speaks to Ori Gold, CEO of Bench Media, which provides programmatic media solutions for brands and agencies across APAC, to better understand the changing programmatic advertising landscape and find out how advertisers can manage the rising uptake in adblockers and anti-tracker solutions.
iTNews Asia: How will the programmatic advertising landscape in Asia change post-pandemic when it is considered something fairly new?
Digital transformation has undoubtedly led to an acceleration in programmatic advertising. One major change we’ll see moving forward is that organisations will begin activating programmatic advertising to become part of their growth and marketing strategy.
To do so, they’ll need better tools and better connectivity. The increased flow of data in real time to stakeholders means that platforms will need to adapt in order to facilitate seamless campaign management.
Consumer behaviour is another aspect that has changed massively as well. With the pandemic, people are increasingly consuming products and services digitally. This is particularly so in Asia, with the region being more mobile first and with peer-to-peer (P2P) payments that is also much more advanced as compared to the West.
E-commerce will become the main source of consumerism for Asia and thus create programmatic natural places online. I believe the pandemic will only accelerate programmatic advertising’s growth in Asia even though the industry already has a strong footing in the region.
In the next five years, post pandemic, programmatic advertising will only grow from strength to strength. I believe that in the next two years, the vast majority of advertising in Asia Pacific will shift from traditional advertising to digital advertising and that programmatic advertising will, in the next three to five years, grow rapidly to become the main source of buying media. As such, organisations should begin to look at and understand their marketing and advertising strategies, such that they’ll continue to innovate and remain relevant for their consumers.
This Interview appeared on the IT News Asia website October, 2021
