Indonesia and Malaysia are among the leaders when it comes to programmatic ad spending growth in the Asia Pacific region, and a new study says APAC’s six largest markets are expected to see a surge in spending over the next several years.
Although still in its early days in the region, Magna Global is forecasting that programmatic spending in Indonesia will reach $244 million by 2019, compared to just $40 million in 2015. Magna sees spending more than doubling in Malaysia (to $77 million from $34 million), Thailand (to $51 million from $13 million), Singapore (to $40 million from $13 million), Vietnam (to $33 million from $4 million) and the Philippines (to $7 million from $2 million) during the time span, as well.
Australia remains the market in which media buying decision makers have adopted programmatic (48%), followed by Japan (46%), Singapore (47%), India (38%), Malaysia (36%) and Indonesia (30%), according to a Forrester Research report.
The report found that 60% percent of respondents in Singapore, nearly 50% in Malaysia and 40% in Indonesia said they had either adopted programmatic ad buying or planned to do so within a year.
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