NEW STUDY FINDS PROGRAMMATIC IN-APP ADVERTISING HELPS DRIVE BRAND AFFINITY AND CUSTOMER ENGAGEMENT IN APAC

SINGAPORE, Feb 16 (Bernama-GLOBE NEWSWIRE) --  PubMatic (Nasdaq: PUBM), a sell-side platform that delivers superior outcomes for digital advertising, today released the findings from a custom commissioned Forrester Consulting study entitled “The State Of Programmatic In-App Advertising In APAC.” The study, which surveyed 472 advertising decision makers in China, Singapore, India, Japan, Indonesia, South Korea, Thailand and Vietnam, uncovers several significant findings.

As advertising budgets in APAC shift towards digital media, mobile in-app has emerged as the preferred digital channel, securing the highest percentage of budget allocation over the next 12 months – 20% vs. 17% for mobile web, 16% for connected TV (CTV) and 15% for desktop. Within this channel, buyers are increasingly embracing programmatic as a critical part of media plans.

The study finds that 80% of APAC advertisers / media buyers use programmatic in-app advertising in digital media plans frequently or every time. Increasingly, this spend is being used to drive longer-term goals such as brand alignment and customer engagement. According to the study, APAC advertisers reported their top reasons to invest in programmatic in-app are: 

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