APAC marketers to spend 87% of their budgets on digital campaigns: Criteo

Criteo S.A., the advertising platform for the open internet, released the ‘State of Ad Tech 2019’ report, which evaluates how marketers can successfully convert audiences throughout each stage of the purchasing journey. The Criteo-commissioned study conducted by Euromonitor, surveyed marketers across APAC in India, Taiwan, Australia, Vietnam, Indonesia, Japan, and Korea to know how they’re connecting with their customers – and what works the best. The report also highlights the current Ad-Tech Landscape and some of the top trends for 2019. 

Key Highlights of Ad-Tech Landscape: 

  • More than 3.5 billion people are connected to the Internet and use it regularly.
  • On a global level, 40.2% of total ad spend is now going to digital.
  • By 2022, there will be 2.4 billion internet users in APAC, and 47% of internet users will have two or more connected devices.
  • APAC marketers will be spending 87% of their total marketing budgets on digital campaigns, to reach the increasing number of internet users.

Top 2019 Ad-tech Trends: 

More E-commerce Companies becoming Ad Companies: 

In 2019, ecommerce companies would rethink their strategy around brand partnership and product placement, and how these two can work together. With the use of sophisticated technology, it will be possible for ecommerce players to maximise revenue from all visitors on the website, if retailers can show value from impressions. 

Transparency, and more Transparency 

All the key stakeholders in the ad-tech ecosystem want more transparency. Marketers want to know where their ads are being placed and which ads are working and how much revenue each ad contributes. Publishers want to know how audiences interact with the ads on their websites and how much revenue is really being generated for partners. And finally, consumers want to know how their data is used. With the increasing demand for more transparency in the ecosystem, new solutions, strategies and partnerships will emerge in 2019. 

Ads Won’t Advertise, They’ll Tell Stories 

Direct-to-consumer companies succeed not because of product offering, but through the story. By matching quality product with a unique and shareable story, these companies have carved out a niche in the market. This means creating a full funnel ad experience – through data. Therefore, in 2019, the best ads will not advertise product, but rather entertain, educate, and inspire consumers.


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