Matthew Miller
Mar 11, 2019

Programmatic is 'central' to nearly 40% of APAC marketers

TOP OF THE CHARTS: A third of those surveyed by the WFA lack more than a basic understanding, however.

Programmatic is 'central' to nearly 40% of APAC marketers

A recent poll by the World Federation of Advertisers (WFA) found that nine out of 10 APAC marketers buy media programmatically and close to 40% consider it central to the planning and execution of the marketing mix.

The WFA polled 23 regional marketers at its WFA Media Forum in February. The organisation is holding a programmatic workshop for brands in Singapore on 12 April, in partnership with Infectious Media and Ebiquity.

More than half of respondents said they have a good understanding of the programmatic space, with 17% saying they are highly proficient. About a third, on the other hand, have a somewhat basic understanding.

The poll also looked at whether companies have dedicated programmatic talent, proficiency in measurement, ownership of the tech stack, 

Finally, the poll showed an almost even split between marketers who are currently using their central data resources to the fullest, and those who have yet to maximize their opportunities. Nearly a quarter (23%) of respondents have a DMP (data management platform) and are keen to do more with the tool. This indicates unlocked potential, according to the WFA.

The April workshop will focus on giving attendees conducting a simple ‘self-audit’ of current programmatic practices and processes and establishing / refining better controls across the entire campaign process with improved end-to-end ownership.

See more Top of the Charts


Related Articles

Just Published

1 hour ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 hour ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 hour ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

2 hours ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.