亚洲广告程序化购买报告（英文版）.pdf

PROGRAMMATIC AD BUYING IN ASIA A Closer Look at Programmatic Ad Buying Trends and Challenges Across the RegionIntroduction According to Zeniths Programmatic Marketing Forecasts of 2019 Report 1 , programmatic ad spend was forecasted to rise globally to $127 billion U.S. dollars in 2020, accounting for 69% of all global digital ad spend this year. While buyers in Asia recognize the immense opportunity that programmatic presents to digital advertisers, the region has been slower than others to move budgets to programmatic. To uncover the barriers to adoption and to assess opportunities to accelerate the growth of programmatic ad spend across different markets in Asia, Rubicon Project and Campaign Asia paired up to survey media buyers. Our research focuses on market readiness to buy programmatically, as well as compares and contrasts findings across established versus emerging markets in the region. We invite you to join us in taking a deep dive into the programmatic opportunities for this diverse and important region and to discover our recommendations for capitalizing on programmatics potential in 2020 and beyond. 1“Programmatic Marketing Forecasts 2019 Zenith.”PROGRAMMATIC AD BUYING IN ASIA+ A note on the COVID-19 Pandemic and the Impact on the Research+ Key Findings+ Methodology SECTION 1: THE STATE OF THE MARKET+ Adoption Rate of Programmatic Buying Principles Across Asia in General is Strong+ Budgets are Slowly Migrating from Direct IO to Programmatic SECTION 2: WHAT FACTORS ARE DRIVING AND PREVENTING ADOPTION?+ The Client Mandate Plays a Role+ Whats Holding Programmatic Back?+ Greater Investment in Education and Skill Development will Help Drive Further Adoption+ Which Markets Are Poised for Growth? SECTION 3: BUYING BEHAVIORS+ The Open Marketplace is the Regions Primary Programmatic Buying Method+ Asias Mobile-First Mentality Remains Strong+ The Value of Data-Driven Buying SECTION 4: THE FUTURE OF PROGRAMMATIC BUYING+ OTT is the Leading Pick for Programmatic Growth RECOMMENDATIONS P. 9 | P. 12 | P. 15 | P. 17 | P. 4 | P. 7 | PROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 4 These are some promising results for programmatic advertising in APAC. The region might not be the first to adopt programmatic fully, but accelerated growth means that it could soon be on par with the US or Europe. Encouraging also is the expected growth of Over-the-Top (OTT) as an emerging platform. This may be where Asia really makes its mark in programmatic, with confidence in this channel expected to strengthen over the coming months. Overall, media buyers know what they want to get out of programmatic its just a matter of helping them to gain trust in a fast-evolving market. CHRISTIE LEE, SENIOR CONTENT PRODUCER, CAMPAIGN ASIA The original research for this report was conducted at the end of 2019, prior to the COVID-19 outbreak. In light of the significant impact of the pandemic on the advertising industry, Rubicon Project and Campaign Asia conducted a recontact survey in April 2020 to substantiate the report findings and recommendations. The second wave of our research confirmed that the pandemic has had a limited impact on our findings and our recommendations in this report. In fact, the second wave of research enriches some of the data collected during the first waves findings. The findings suggest that during the uncertainty of the pandemic, buyers are looking to data to inform their decisions, and will bias towards programmatic advertising due to the inherent targeting, measurement and optimization capabilities of the channel. We are encouraged by our findings and that, despite a decline in overall advertising budgets, media buyers will take advantage of the benefits of programmatic advertising and migrate investment away from direct buying to programmatic. The details of the second wave findings are noted in the body copy of the report. A NOTE ON THE COVID-19 PANDEMIC AND THE IMPACT ON THE RESEARCH It was pleasing to see a high rate of adoption for programmatic buying across Asia. Although some markets still face challenges relating to shifting existing relationships and execution via automated methods, the progress over the last five years has been outstanding. The regions diversity demands a unique approach in every market to ensure the promising outlook for continued growth is realised. YOGESH SEHGAL, REGIONAL MANAGER, ASIA, RUBICON PROJECTPROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 5 1. The adoption rate of programmatic buying across Asia, in general, is positive with 76% of buyers stating that the markets in which they operate have a high to medium level of adoption. 2. Despite the optimistic outlook on adoption rate, buyers also stated that a lack of understanding of how to plan effective programmatic campaigns outside of the walled gardens and then evaluate their performance is the single biggest challenge holding them back from shifting spend from direct insertion order (IO) to programmatic. 3. Data, measurement, and optimization are the three most important features of programmatic media buying. Pricing and budgets are less influential in driving decisions. 4. When evaluating programmatic performance, ease of optimization, relevant targeting, and audience reach are the three most valuable key performance indicators (KPIs). 5. Opportunity for programmatic budget growth is most significant in The Philippines, India, Vietnam, Indonesia and Hong Kong, with more than 70% of respondents indicating that they expect programmatic budgets to increase over the next 12 months. 6. Mobile display formats still reign supreme in Asia, but Over-the-Top (OTT) platforms and solutions are moving to the forefront and will receive the most significant budget increase in 2020. KEY FINDINGS METHODOLOGY Rubicon Project and Campaign Asia surveyed 185 programmatic leaders in nine markets - Hong Kong, India, Indonesia, Malaysia, Singapore, Taiwan, Thailand, The Philippines and Vietnam. The second wave recontact survey had 36 respondents. Dates in the field (first wave): 31st October - 15th December 2019 Dates in the field (second wave): 8th April - 22nd April 2020 Methodology: Written survey and telephone interviewsPROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 6 WHO TOOK PART? w Sg 04 Hg Kg My 0 Tsk 68 c 6 SMg 78 Mg CHART 1. In which countries are you directly involved in buying media? CHART 2. Which of the following best describes your company? CHART 3. Which of the following best describes your role at your company?PROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 7 According to our survey, there is a healthy understanding of programmatic buying principles across Asia, with 76% of respondents stating that the markets in which they operate have a high or medium level of adoption in their market. In this report adoption rate relates to the maturity of each market, including the extent to which programmatic buying is utilised, the sophistication of buying strategies, and the level of programmatic knowledge among media buyers. Singapore, Hong Kong and India are the self- identified mature markets with a strong rate of adoption. These markets under-index for low adoption versus the average for the nine markets surveyed. Meanwhile, three of the eight markets, Thailand, Indonesia and Malaysia, selected medium adoption. The Philippines, Taiwan and Vietnam all identified as low adoption countries. (CHART 4.) ADOPTION RATE OF PROGRAMMATIC BUYING PRINCIPLES ACROSS ASIA IN GENERAL IS STRONG THE STATE OF THE MARKET 4 55 AuAL A Ak 37 34 55 3 59 9 44 4 5 47 7 3 34 3 45 33 3 3 35 33 43 4 EDUADO ON LOWADO ON GADO ON CHART 4. Could you rank the level of adoption of programmatic across the below countries according to your experience? 1 1PROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 8 Despite the high level of proficiency in programmatic trading, advertising budgets have been slow to migrate away from direct IO, averaging below 50%. Among respondents, 43% (the highest proportion) typically allocate 20-50% of their advertising budgets to programmatic, whereas only 20% are allocating over 50% of their overall digital spend to programmatic. (CHART 5.) Unsurprisingly, there is a strong correlation between the high adoption markets and a higher percentage of overall digital budgets apportioned to programmatic ad buying. For example, 42% of buyers in Singapore generally allocate 20-50% of digital budgets to programmatic, and 21% allocate 50-80%. Similarly, 60% of buyers in Hong Kong allocate 20-50% of digital budgets to programmatic, and 11% allocate 50-80%. Its worth noting that there are some interesting anomalies among the medium-to-low adoption markets, with 26% of buyers in Vietnam and 27% of buyers in Taiwan reportedly allocating 50% or more of overall digital advertising budgets to programmatic. This puts these markets on par with the budget allocation of mature markets in this particular category. BUDGETS ARE SLOWLY MIGRATING FROM DIRECT IO TO PROGRAMMATIC 6 5 4 3 2 Ak EDUADO ON LOWADO ON GADO ON N -2 2-5 5- - D2 42 2 23 6 34 45 6 4 33 5 2 5 5 3 54 2 35 3 32 3 2 36 43 4 CHART 5. For a typical campaign, what percentage of overall digital budget is typically allocated to programmatic?PROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 9 In the feedback obtained from our study, buyers pointed to the client mandate as an increasingly important factor in allocating a greater portion of advertising budgets to programmatic. Media buyers indicated that their direct clients understanding of programmatic advertising and their wish to incorporate it into their media buying strategies led them to allocate a greater portion of ad budgets to programmatic channels. With more clients taking an active role in programmatic decision-making and strategy, media buyers will continue to experience increased freedom to transition budgets from direct IO-based buying to programmatic. Yet, despite the client mandate to allocate a greater portion of ad budgets to programmatic, some resistance to shifting budget away from direct IO-based buying to programmatic remains. 36% of respondents indicated that they are somewhat hesitant to move budgets from direct IO to programmatic and 7% indicated an extreme hesitancy to shift budgets to programmatic. WHAT FACTORS ARE DRIVING AND PREVENTING ADOPTION? 2 2 THE CLIENT MANDATE PLAYS A ROLE WHATS HOLDING PROGRAMMATIC BACK? CHART 6. Across the APAC region as a whole, how hesitant are buyers to shift budgets from direct IO to programmatic? Our clients are more receptive to programmatic now compared to two to three years ago. CEO, MEDIA AGENCYPROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT 2020 RUBICON PROJECT. ALL RIGHTS RESERVED. 10 This hesitancy suggests another common theme holding budgets back among the somewhat-to- extremely-hesitant group of buyers, which is a bias for direct IO versus programmatic buying. Shifting budgets to programmatic is perceived as disrupting established relationships between publisher sales representatives and media buyers. However, media buyers should question the value of this practice and select the transaction method that will deliver efficiency and a return on investment (ROI) for advertising budgets. GREATER INVESTMENT IN EDUCATION AND SKILL DEVELOPMENT WILL HELP DRIVE FURTHER ADOPTION While there is a healthy understanding of programmatic ad buying across Asia, the rapidly-evolving nature of the programmatic industry makes keeping pace with the newest technologies and best practices an ongoing challenge. Buyers across Asia indicated that they believe the single biggest challenge hindering further growth of programmatic advertising budgets is a lack of understanding and a lack of appropriate skills to effectively plan and execute programmatic ad campaigns, particularly outside of the walled gardens. With the industry in a constant state of change, there is a critical need for continual education of the buy-side, regardless of seniority or market maturity. This will help build a thorough understanding of new technologies and ensure each buyer can effectively plan programmatic ad campaigns.In order to unlock more programmatic advertising budgets, buyers indicated that education and training can help address the following challenges: 1. Lack of understanding of advanced programmatic principles 2. Effective planning and measurement of programmatic campaigns, specifically outside of the walled gardens 3. Concerns about trust, brand safety, traffic quality and ad fraud Many of the existing relationships our buying team has with the direct sales team are holding programmatic budgets back. The sales team themselves are also very reluctant to sell the needs of programmatic, quite often because they can earn more by selling directly. ASSOCIATE DIRECTOR, GLOBAL PROGRAMMATIC TRADING DESKPROGRAMMATIC AD BUYING IN ASIA A CLOSER LOOK AT PROGRAMMATIC AD BUYING TRENDS AND CHALLENGES ACROSS THE REGION RUBICONPROJECT.C