SINGAPORE: Some 41% of senior marketing professionals in Asia Pacific say they have already adopted programmatic buying into their media buying processes, a new industry report has revealed.

Marketers in Australia lead the way with almost half (48%) using programmatic buying, followed by their colleagues in Japan and Singapore (46% each), but marketers in less mature countries are also considering its adoption.

These are some of the key findings from a survey of 300 senior marketing decision-makers by Forrester Consulting on behalf of MediaMath, the global tech firm.

Covering six markets in Asia Pacific – Australia, Japan, India, Indonesia, Malaysia and Singapore – the survey showed that, among those who have adopted programmatic, 82% are satisfied or highly satisfied with their programmatic investment.

Furthermore, a full 96% of these adopters say they plan to continue investing in programmatic technology over the next two years.

Across the region, nearly half (48%) of marketers who have yet to adopt the technology indicate that they are either planning to do so or are evaluating it.

More specifically, more than half of marketers in India (52%), Malaysia (58%) and Indonesia (56%) are either planning to adopt, or are assessing whether to adopt, programmatic buying.

"It is encouraging to learn that marketers are increasingly understanding the larger business benefits of using programmatic marketing as an underpinning technology layer to achieve their marketing goals," said Rahul Vasudev, Asia-Pacific managing director at MediaMath.

"There are healthy signs that programmatic adoption in APAC will only continue to grow and that the noticeable gap in maturity of the various markets is shrinking very fast."

However, while marketers in the region are clearly willing to embrace programmatic, they still find they're encountering a number of barriers to its wider adoption.

Respondents pointed to a lack of time to understand and implement programmatic, lack of programmatic skills, the complexity of the technical implementation, and not having an agency partner that could help them use the technology.

"Marketers have very valid concerns when it comes to programmatic adoption," said Vasudev. "A partner with the requisite skills is essential to chart the roadmap for clients looking to leverage this very valuable ecosystem."

Data sourced from MediaMath, Forrester Consulting; additional content by Warc staff