亚洲广告程序化购买报告（英文版）_17页_2mb

Summary of Programmatic Ad Buying in Asia

Core Content

This report provides an in-depth analysis of programmatic ad buying trends and challenges across Asia, highlighting the region's progress and future potential in the programmatic advertising space. Conducted by Rubicon Project and Campaign Asia, the research surveyed 185 programmatic leaders across nine Asian markets, including Hong Kong, India, Indonesia, Malaysia, Singapore, Taiwan, Thailand, The Philippines, and Vietnam, with a follow-up survey in April 2020 to account for the impact of the COVID-19 pandemic.

Main Findings

Adoption Rate of Programmatic Buying

• The adoption rate of programmatic buying principles in Asia is strong, with 76% of respondents indicating that their markets have a 'high' to 'medium' level of adoption.
• Singapore, Hong Kong, and India are identified as mature markets with high programmatic adoption.
• Thailand, Indonesia, and Malaysia have medium adoption, while Vietnam, Taiwan, and The Philippines have low adoption.
• Despite high adoption, budgets are still migrating slowly from direct IO to programmatic, with an average of less than 50% allocated to programmatic.

Factors Driving and Preventing Adoption

• The 'client mandate' is a key driver, with clients increasingly pushing for programmatic integration.
• Hesitancy remains, with 36% of buyers somewhat hesitant and 7% extremely hesitant to shift budgets to programmatic.
• Lack of understanding and skills is the biggest challenge in adopting programmatic, especially outside walled gardens.
• Education and training are seen as critical to increasing adoption and improving campaign execution.

Budget Growth Opportunities

• The most significant growth in programmatic budgets is expected in The Philippines, India, Vietnam, Indonesia, and Hong Kong, with over 70% of respondents anticipating an increase.
• OTT platforms are emerging as a major growth area, with 47% of respondents ranking it as one of the top three formats for programmatic budget growth.
• The pandemic has accelerated OTT growth due to increased home viewing and consumer engagement with on-demand content.

Key Buying Behaviors

Open Marketplace as Primary Method

• The Open Marketplace (OMP) is the most commonly used programmatic buying method, with 74% of respondents using it regularly.
• PMP and PG deals are also popular, with 54% and 57% respectively being used frequently.

Mobile-First Mentality

• Mobile display remains the dominant format in Asia, driven by the region's mobile-first economy.
• OTT and video in-stream are gaining traction, with video OTT platforms being the leading format for growth.

Data-Driven Buying

• Data, measurement, and optimization are the top three priorities for buyers when evaluating programmatic ad campaigns.
• Pricing is considered less important, indicating that the value of data-driven capabilities outweighs cost savings.

Future Outlook

OTT as the Leading Growth Platform

• OTT is expected to be the fastest-growing platform for programmatic ad spend in the next 12 months.
• The region is well-positioned for OTT growth due to high subscription rates, increased online video consumption, and competitive OTT markets.
• India and Indonesia show the strongest preference for OTT platforms and services.

Market-Specific Trends

• India is expected to lead in digital audio and DOOH (Digital Out Of Home) ad buying.
• The Philippines, Indonesia, and Taiwan are predicted to be the most prolific buyers of mobile app inventory.

Recommendations

• Invest in education and skill development to bridge the knowledge gap and support the growth of programmatic adoption.
• Focus on data, measurement, and optimization to meet the key priorities of media buyers.
• Support emerging markets with tailored strategies and resources to accelerate programmatic adoption.
• Adapt to changing client expectations and prepare for the rise of in-house programmatic buyers and consultancies.
• Enhance technology and services to support the shift towards emerging platforms like OTT and mobile app inventory.

Conclusion

Asia is on the path to becoming a major player in the global programmatic advertising market, despite current hesitations and slower budget migration. With the right education, technology, and market-specific strategies, the region can capitalize on the opportunities presented by programmatic and achieve growth comparable to the US and Europe. The future of programmatic in Asia is promising, particularly with the rise of OTT and the continued emphasis on data-driven approaches.