Programmatic Drive Breakthrough Business Results

Programmatic advertising has become a go-to technology to reach people with relevant messaging. According to a popular meme, it isn’t the C-suite who has led digital transformation at most companies—it’s done by COVID-19. How can programmatic advertising drive business results advertisers push contextual targeting beyond its capabilities? The pandemic accelerated digital transformation at a speed once thought impossible: in a matter of months, companies worldwide adopted digital technologies that normally would have taken three to seven years to implement.

Businesses that truly understand these developed human behaviours have the best chance to build lasting relationships with them. Marketers and agency professionals see programmatic as helping them access critical new media environments such as OTT/CTV, DOOH, digital audio and data-driven creative capabilities. As we spend more time consuming digital media, brands have the opportunity to tap into the increased flexibility in which consumers engage through multiple touchpoints.

Rethinking Programmatic Strategies - According to Dentsu’s latest report Asia Pacific advertising spending is expected to grow by 5.9% (vs global 9.2%) to reach US$255 billion (vs US$745 billion globally) in 2022 – US$33 billion above the 2019 pre-pandemic level in the region. The rising of digital will fuel APAC growth, now 61.1%, pacing ahead of global change at 55.5% of overall ad spend. The report also surfaced that Marketers and agency professionals have faith in programmatic advertising and plan to continue investing in it.

Programmatic advertising has become a mainstay of digital advertising and it will continue to soar. According to the Google Forrester Consulting report, 87% of respondents think that because of the upcoming privacy changes, programmatic will be better than before. It’ll get short on the arm with the rise of emerging mediums, constant advancement of Artificial Intelligence (AI) and Machine Learning (ML), and is now becoming the fast-growing marketing trend in the APAC region as well.

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