Jessica Goodfellow
Feb 3, 2020

Measurement, transparency, scarcity of supply among APAC marketers' 2020 concerns

Marketers across APAC are excited about CTV but cite measuring business outcomes, a lack of premium inventory, social-media transparency among chief concerns for 2020.

Measurement, transparency, scarcity of supply among APAC marketers' 2020 concerns

While marketers in Asia-Pacific's developed markets are enticed by newer channels like connected TV, they also remain concerned about at a lack of premium inventory in the region.

That's according to an Integral Ad Science (IAS) report, which found that marketers in Australia and New Zealand (ANZ) and Singapore are planning to prioritise connected TV and OTT video advertising in 2020. Less than half (44%) of respondents in Japan noted CTV/OTT as a priority, since “connected TV still has limited advertising opportunities in Japan.”

The online survey, conducted in November, included 168 media professionals across Australia, Japan, Singapore and New Zealand.

Overall, connected TV charted as the fourth most popular priority channel in 2020. Digital video claimed the top spot, with 86% of respondents citing it as a priority. Mobile came in a close second (82%), driven by 86% of respondents in Japan who said handheld devices will be a key component of their media strategy in the year ahead. Digital audio came in fifth at 36%, while linear TV was only cited as a priority by 30% of respondents.


Despite the interest in channels like CTV and digital audio, a lack of premium inventory was the second biggest concern expressed by marketers in ANZ and Singapore, cited by 40% and 62% of respondents in those markets, respectively. Topping the list as the biggest concern was the ability to target relevant audiences.


Measuring business outcomes is by far the most pressing challenge across the Asia Pacific region. Respondents emphasised the difficulties behind measuring campaigns that run across multiple devices and assessment of the ROI that digital campaigns bring. Data-privacy legislation remains a more distant concern in APAC likely due to the lack of pan-regional laws.


When it comes to minimising risk, nearly two-thirds (62%) of respondents said their company will take proactive steps to block and filter content considered unsuitable for their brand. Viewability measurement (57%) and brand-suitability monitoring (53%) remain popular tactics, followed by ad-fraud mitigation (45%). Four in 10 media experts said they will use cross-device attribution and ROI assessment tools, directly addressing measurement challenges media professionals expect to tackle in 2020.

Supply-side platforms and publishers are expected to bear the brunt of the ad-fraud mitigation work in 2020, whereas the expectation will be lower for brands.


Moving on to social media, unsurprisingly, the majority of respondents across ANZ and Singapore believe that social-media platforms don't provide adequate transparency when it comes to brand safety (76% agreed) and viewability measurement (69% agreed). Just under half (44%) said these issues will negatively impact their media spend in 2020, although we've heard that before. Increasing reach and sophisticated targeting capabilities remain core benefits of social-media platforms that outweigh the drawbacks.

Related Articles

Just Published

3 hours ago

Creative Minds: Ariel Chen takes the 'road of no ...

We get to know the group creative director at BBDO Shanghai through her answers to 11 questions. Learn about how she got into advertising, why she ascribes to the 'Underachiever's Manifesto', and the secret talent that helps her stay happy.

3 hours ago

LG Signature takes inspiration from Sydney Dance ...

INSPIRATION STATION: Who wouldn't be awed by these amazing photos of dancers in action? LG's new pact not only supports the company but gives select customers the chance to learn from the best.

5 hours ago

Spikes Asia announces 2022 jury presidents

Fourteen industry leaders from across APAC, evenly split male-female, will help set the region’s benchmark in creative excellence and effectiveness.

6 hours ago

Campaign Creation Stories: How Pocari Sweat and ...

Otsuka Pharmaceuticals and Dentsu wanted to revitalise Pocari Sweat's brand message for young people in a post-pandemic world. See the astonishing, dreamlike film they came up with and hear the inside story of its creation directly from the brand and agency.