Quantcast, a global advertising technology company, today released its 2022 Asia-Pacific State of Play report, exploring where the future of digital advertising is heading, what challenges and opportunities await advertisers and publishers, where advertisers plan to invest in the new year, and what skills gaps need to be filled.
The survey found that the disappearance of third-party cookies will be a key theme in 2022 for marketers, media agencies and publishers, along with a renewed focus on implementing a multi-channel campaign approach and on navigating evolving consent and first-party access issues. The data.
Marketers and agencies in APAC said consumer shifts, marketing ROI and measurement were their biggest challenges in the new year, with industry professionals at all levels planning to hone their skills in audience insights, artificial intelligence (AI), and machine learning (ML) technology. .
Connected TV (CTV), social and programmatic video will dominate spending in growing media budgets in APAC, while investment in more traditional channels like print and outdoor advertising (OOH) is expected to decline. Additionally, seven out of 10 survey respondents said that open internet advertising is very important to them.
“Ad spending is on the rise and is expected to reach $243.6 billion in the APAC region alone in 2022. We expect a large portion of this budget to be invested in connected TV, programmatic video and social media in 2022 and beyond.”
Double add: “The industry needs to grow its workforce, get the right expertise on board to increase brand building activity and ensure it can deliver on campaign performance. Many are looking to partner with the right ad tech company to help fill knowledge gaps and improve measurement and insights.
The State of Play report was based on an online survey of almost 600 advertising and marketing professionals from Australia, New Zealand and Asia.