The evolution of programmatic in a post-pandemic digital world

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

The evolution of programmatic in a post-pandemic digital world

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

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Shai Luft

Shai Luft brings over 25 years of diverse marketing experience to the table, with a focus on fostering growth by leveraging data led marketing strategies. His journey began with roles in senior marketing positions within leading telecommunication companies including TPG, Optus, and Telstra, where he gained valuable insights and honed his strategic thinking. In 2012, Shai co-founded Bench, a digital agency that quickly gained recognition for its quality services. Serving a broad range of clients such as Epson, Nestle, and Panasonic, Bench became known for its digital expertise and global media buying capabilities.. Shai holds a Bachelor of Commerce degree from UNSW, with a specialization in Marketing and International Business.

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SHAI LUFT - CHIEF OPERATING OFFICER Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

ORI GOLD - CHIEF EXECUTIVE OFFICER An ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape.

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

GENERAL MANAGER LIAM GARRATT Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP OF GROWTH ANTHONY FARGEOT Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.