Programmatic Ad Spending to Increase in 6 Southeast Asian Markets – Report

Advertising IndustryA Magna Global forecast predicted that programmatic advertising spending is on the rise in Singapore, Thailand, Vietnam, Malaysia, Indonesia and the Philippines.

Indonesia is expected to record $244 million of expenses in 2019 — the biggest among the six markets and a fivefold increase compared to 2015. Advertising in Singapore and the rest of the markets would reach double-digit growth in terms of programmatic spending, according to the forecast.

Market Leaders

Forrester Consulting conducted a study in February, which revealed the adoption of programmatic advertising in Asia as an indicating factor for the continued growth in programmatic investment in Southeast Asia.

The research surveyed different marketing and media buying decision-makers and found that 60 percent of respondents in Singapore have either embraced programmatic ad buying or have intended to do so within a year.

In Malaysia, 36 per cent of respondents said they have already implemented programmatic buying, while 30 per cent in Indonesia said they have done the same.

Better Ads

September proved to be a game-changer for the advertising industry, as some of the biggest names convened for 'The Coalition for Better Ads'. The alliance seeks to come up with data-driven online advertising standards, which intend to improve the user experience when dealing with digital advertisements.

In particular, the coalition aims to tackle the issue of ad-blocking and online consumers’ dislike for such advertising tools. The initiative takes place at a timely occasion since the potential standards will affect Singapore’s growing online advertising sector. According to PwC, the industry is expected to grow at a CAGR of 15.5 percent between 2016 and 2020.

As the use of mobile phones becomes more common, tackling the efficient use of ads should also be considered for the coalition’s online standards. One way to achieve this involves keeping the ads simple and natural without being intrusive.

In this way, more people would be less disengaged in clicking that 'x' button — and possibly be more interested — the next time they see your ads.