Social media platforms, online video to consolidate advertising dominance in 2020

80 per cent of APAC marketers plan to increase online video spend in the next year

MUMBAI: A considerate portion of marketers in Asia Pacific (29 per cent)don’t have the right balance and synergies between digital and offline media, while the majority (84 per cent) still struggle with cross-channel measurement. That’s according to the latest annual state of marketing study, Getting Media Right: Marketing in Motion, released today by Kantar.

2020 is set to see a significant rise in digital ad spend, as marketers in the region look to optimise their media mix. 80 per cent of marketers plan to increase their investment in online video advertising over the next 12 months, while 68 per cent plan to increase spend on social media networks and 57 per cent plan to increase spend on podcasts. This is in sharp contrast to print media, where72 per cent of marketers say they will decrease spend in magazines, while 60 per cent will reduce their investment in newspaper advertising.

Despite the projected growth in online advertising, digital measurement remains a challenge for marketers, with blind spots such as ‘walled gardens’ impacting the ability to understand cross-channel performance. This leaves many advertisers in the dark about the performance of their brand across channels.

Now in its sixth year, Getting Media Right examines the current state of marketing in a fast-moving connected world, and is based on in-depth survey feedback from nearly 500 senior marketers globally spanning advertiser brands, media publishers and agencies globally. It reveals an industry that continues to diversify its usage of different media contexts, yet requires better understanding of how ideas, content and media channels work together to achieve their goals of driving short-term sales and long-term brand growth.

Key findings from the study include:

The short-term vs. long-term dilemma comes to a head. Almost all marketers in the region (89 per cent)now recognise the importance of balancing short-term sales with long-term brand building. However, still only 61 per cent of marketers are using both short and long-term measurement; 32 per cent still rely solely on short-term sales results.

Marketers globally still struggle with integrated campaigns, but APAC marketers are having more success. 88 per cent of marketers say they have integrated their marketing organisations, compared to 75 per cent of global marketers.

Programmatic targeting continues to grow. Four in five marketers in APAC (78 per cent) currently use programmatic targeting for their campaigns - and that is expected to reach 87 per cent in 2020. But still one in five marketers(21 per cent) aren’t confident they’re successfully targeting the right audiences.

Cookieless advertising could leave marketers in the dark. More than a third of marketers (36 per cent) haven’t begun preparations for a cookieless world, leaving many concerned about how such change will impact the industry.

Nearly two-thirds of marketers (61 per cent) agree that developing custom content is imperative, but when it comes to understanding how context impacts creative executions, there’s still a gap. More insight is required into how specific content needs to be tailored to specific contexts to improve message receptivity.

“While the rapid growth in digital ad spend comes as no surprise, this new research indicates that marketers still have a long way to go to when it comes to cross-channel measurement and proving ROI,” said Jane Ostler, Global Head of Media Effectiveness, Kantar. “The next 12 months will see huge changes for the industry, with the rise of newer channels, such as podcasts and advanced TV, and the move away from cookies set to transform the way advertisers target and measure campaigns. Marketers should aim for the best of both worlds: they need to create a framework to monitor impact on business and brand metrics. That means harmonising measurement tools, building an infrastructure that enables measurement across the diverse marketing mix, and creating meaningful insights to improve performance across all channels.”

Pablo Gomez, Chief Digital Officer for the region, said: “The results go to show just how dynamic and complex APAC is as a region. Marketers here are faced with the challenge of rapidly increasing their digital investment, whilst at the same time, ensuring there is integration with offline media.

He continues: “Measurement also remains one of the biggest issues for the region, especially online-offline cross measurement which is critical in a region dominated by TV and mobile. It’s clear that marketers need more focused data, with insights that give them the direction they need to better integrate and optimize their campaigns. This will also allow them to customise content better and improve the entire experience for their audiences.”

Kantar executive director, South Asia, insights division Sandeep Ranade said, “This research indicates that many marketers today focus on short-term measurement though they recognise the importance of balancing short-term sales vs long-term brand building. Integrated campaigns are the way forward, however, there is still a lot that needs to be done here. Marketers need to be more cognizant of specific contexts while developing content. This will help them future proof their digital measurement approaches in the rapidly growing and changing digital scenario”  

Latest Reads
For a B2B brand, marketing needs to have a deeply symbiotic relationship with sales

Marketing for a B2B brand is becoming more personalised than ever before. Sounds counter-intuitive, right? After all, B2B essentially means selling to a ‘business’, which is a huge entity, and, hence, impersonal. However, in the constantly ‘disrupted’ business world of today, the reality could not...

MAM Marketing MAM
Whirlpool embraces Every day, Care with brand-new ad campaign

MUMBAI: Whirlpool as a brand has always been about trust and care. Care can be beautiful, care can be messy, care can be unstated. Built around the many facets of care is Whirlpool’s new campaign. It celebrates the little moments of care for our loved ones. Not once a year, not once an anniversary...

MAM Media and Advertising Ad Campaigns
Haier India salutes the ‘Silent Performers’ of India with its latest TV commercial

MUMBAI: Haier, the global leader in Home Appliances & Consumer Electronics and World’s Number 1 brand in Major Appliances for 10 Consecutive Years*, today announced the launch of its latest TVC based on the recently launched Direct Motion Washing Machine (HW100- DM14876TNZP and HW80-...

MAM Marketing MAM
iProspect India launches Voice Assist

MUMBAI: iProspect India, the digital performance agency from the house of Dentsu Aegis Network, has launched iProspect Voice Assist for its clients. In addition to vernacular and video, voice is steadily becoming one of the main drivers in today’s digital ecosystem. Therefore, to provide tech-...

MAM Media and Advertising Digital Agencies
IAB Southeast Asia and India enter into exclusive partnership with Comexposium India to bring certified training to ad:tech Mumbai and New Delhi

MUMBAI: The Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India) and Comexposium India have announced their exclusive partnership in India for specialist certified Masterclasses which will feature as part of ad:tech Mumbai and ad:tech New Delhi.

MAM Marketing MAM
Berlin, Auckland and Moscow lead global mobility, Kantar study finds

MUMBAI: Berlin and Aucklandare the world leaders in urban mobility, according to new analysis from Kantar’s Mobility Futures study. The German capital tops Kantar’s City Mobility index on account of its cost-effective travel and ease of access to a wide variety of public transport infrastructure...

MAM Marketing MAM
It’s raining Tech Deals & Discounts on ShopClues Maha Diwali Flea Mela

MUMBAI: ShopClues, the online shopping paradise where real Bharat shops, has turned up the heat for Diwali with its ongoing ‘Maha Diwali Mela’ that has lined up some jaw-dropping deals on gadgets, phones and other tech products for its customers. The mega festive sales that are on till October 20,...

MAM Marketing MAM
Bombay Dyeing and TOI urge India to #TakeBackSleep

MUMBAI: Bombay Dyeing, India’s most trusted brand in Home Décor along with The Times of India, India’s largest English newspaper daily, have joined hands to launch a unique cause called #TakeBackSleep. Launched just before Diwali, #TakeBackSleep highlights the importance of adequate sleep for...

MAM Marketing MAM
EaseMyTrip to Start Plastic Free Diwali Campaign with Free Lounge Offer

MUMBAI: EaseMyTrip (EMT), one of the leading online travel aggregators in India is running a Plastic Free Diwali Campaign from 16th October to 27th October till Diwali-eve. The leading travel company allows exclusive access to its customers at select Airport Lounges at locations like Ahmedabad,...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories