New Research Finds Programmatic In-App Advertising Helps Drive Brand Affinity and Customer Engagement in APAC
SINGAPORE, 16 Feb. 10, 2022 (GLOBE NEWSWIRE) — PubMatic (Nasdaq: PUBM), a sell-side platform that delivers superior results for digital advertising, today released the results of a custom study commissioned by Forrester Consulting titled “The state of programmatic in-app advertising in Asia Pacific.” The study, which surveyed 472 ad decision makers in China, Singapore, India, Japan, Indonesia, South Korea, Thailand and Vietnam , reveals several important findings.
As Asia-Pacific advertising budgets shift to digital media, the mobile app has become the preferred digital channel, earning the highest percentage of budget allocation over the next 12 months: 20% vs. 17 % for mobile web, 16% for connected TV. (CTV) and 15% for desktop computers. Within this channel, buyers are increasingly embracing programmatic as an essential part of media plans.
The study reveals that 80% of advertisers/media buyers in the Asia-Pacific region frequently or always use programmatic advertising integrated into digital media plans. Increasingly, these expenses are used to achieve longer-term goals such as brand alignment and customer engagement. According to the study, APAC advertisers indicated that their top reasons for investing in the programmatic app are:
- To extend reach – 74%
- Better customer engagement – 73%
- Ad buying efficiency – 73%
- Brand alignment – 72%
This has been amplified in select APAC markets and formats; 81% of China-based advertisers invest in in-app advertising for brand alignment, compared to an APAC average of 72%. In Indonesia, 79% of advertisers invest in in-app video advertising for brand alignment, compared to an APAC average of 72%.
Despite the benefits of in-app programmatic advertising, some challenges remain for advertisers. In particular, advertisers are concerned about data privacy and targeting:
- 39% are concerned about data privacy limiting data collection
- 37% are concerned about the impact of IDFA changes on optimization
- 36% are concerned about the effectiveness of targeting
Advertisers are looking to the sell side to mitigate some of these challenges – with 57% indicating that access to publisher data is a key selection criteria when deciding which publishers to work with. Sell-side platforms (SSPs) have an important role to play in providing this access.
“The results of this study are consistent with our view that the opportunity for a programmatic app is huge for media buyers and developers. The programmatic mobile app is becoming an increasingly important brand channel and that advertisers shouldn’t ignore,” said Lashanne Phang, director of publisher development for Southeast Asia, Greater China and Korea, and mobile apps (APAC) at PubMatic. Mobile app companies need to take steps to ensure they capture these brand spends. Since the challenges raised by advertisers center around data privacy and targeting, app developers should consider working with an SSP with strong targeting capabilities that also understands regional and global privacy regulations. data confidentiality.
The study is available here.
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