Australia tops APAC in programmatic use, as adoption in region expands

By Jim O'Neill on May 23 2016 at 6:00 AM

Nearly half (48%) of Australian marketing execs say they use programmatic buying, helping to push the APAC region’s programmatic use to 41%. Just trailing, at 46%, are advertising execs in Japan and Singapore.

Forrester Consulting said nearly all of the respondents (96%) to its survey who already were using programmatic said they plan to continue investing in the ad technology over the next two years, with 82% saying they were satisfied or highly satisfied with their experiences.

Forrester polled 300 senior marketing decision makers in six markets – Australia, Japan, India, Indonesia, Malaysia and Singapore – for tech firm MediaMath.

Survey respondents indicate there still are hurdles facing wholesale programmatic adoption, specifically education about technology and programmatic implementation.

Still, a significant portion of marketers in Malaysia (58%), Indonesia (56%) and India (52%), said they are planning to use, or considering using programmatic ad tech in the future, ahead of APAC as a whole (48%).

"It is encouraging to learn that marketers are increasingly understanding the larger business benefits of using programmatic marketing as an underpinning technology layer to achieve their marketing goals," said Rahul Vasudev, Asia-Pacific managing director at MediaMath. "There are healthy signs that programmatic adoption in APAC will only continue to grow and that the noticeable gap in maturity of the various markets is shrinking very fast."

Stay tuned.

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