Market Trends of Asia-Pacific Programmatic Advertising Industry
Increasing use of AI & ML for Programmatic Advertising drives the growth.
- AI and ML are causing disruptions and transforming the technological landscape in almost all domains of every industry, and the marketing industry is still catching up to adopt this change. AI-based marketing utilizes detailed information on buying patterns and behavior. Companies like Google are reinventing their products by integrating AI and introducing techniques like speech recognition and language understanding to create real-world conversations.
- Advertisers are empowered to make data work more efficiently and increase business results through the use of artificial intelligence platforms. Advertisers can benefit from increased precision in targeting, more appropriate placement of advertisements and a greater campaign effectiveness through the use of artificial intelligence in programmatic marketing..
- AI/ML algorithms are used to analyze large amounts of data and make data-driven decisions faster and more accurately than humans. This would contribute to an improvement in media purchasing efficiency as well as the targeting of advertising. For individual users, AIML can help them to tailor the advertising that they receive according to their behaviour, preferences and interests. This would increase the rate of engagement and better customer experience.
- Using artificial intelligence, programmatic advertising is able to produce top performing audience segments that correspond with your campaign goals and serve ads to users who are the best candidates for conversion. Only if it is determined that this increases the effectiveness of campaigns willmatic algorithms be able to classify a target audience.
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Mobile Programmatic Advertisements to Drive the Market Growth
- Mobile programmatic advertising is an automatic buying and selling of mobile ad inventory with software AS It replaces the request for proposal (RFP) process, in person negotiation and the insertion order (I/O) system.
- This technology will enable advertisers to purchase ads more effectively and at an affordable price, because they can access a broad range of advertising inventory through ad exchanges. In addition, it allows the highest possible inventory prices to be found at any given moment in order to maximise value.
- Increased digitization across Asia-Pacific is driving significant growth in digital marketing. Mobile apps are the key channel for digital marketing in APAC. There are 460 million internet users in Southeast Asia alone, so the opportunities for brands to leverage retail media to access new consumers are vast.
- A survey conducted by checkout.com outlined that 63% of respondents use mobile apps as their primary online shopping method. This number is expected to grow further along with smartphone penetration in Asia, reaching up to 78% by 2025.
- The rising popularity of social media and online content platforms like Instagram, TikTok, Pinterest, and Facebook resulted in the development of a new business model called Social commerce, which provides small businesses with a direct and affordable path to their clients.
- February 2023 - Foodpanda unveiled a suite of integrated advertising features, including the foodpanda app, digital marketing assets, and new partnership programs, along with Group M. By activating Foodpanda's in-app advertising and other media assets, GroupM clients will experience a fast-growing Mobile Programmatic Advertisements Growth.
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