The changing nature of in-app advertising in Asia

Mobile in-app is not only becoming the preferred digital channel of advertisers in Asia, but is increasingly being used to drive goals such as brand alignment and customer engagement, a study from adtech firm PubMatic finds.

Why it matters

Digital advertising channels such as in-app have tended to focus on performance marketing and meeting short-term targets. With advertisers seeing benefits in using in-app to drive longer-term branding goals, spending patterns may shift even further towards digital.

Key findings

• Mobile in-app commands 20% of budget allocation over the next 12 months, ahead of mobile web (17%), connected TV (16%) and desktop (15% ). 
• Within this channel, buyers are increasingly embracing programmatic as a critical part of media plans.
• Across the region, top reasons to invest in programmatic in-app are: to extend reach (74%), better customer engagement (73%), advertising buying efficiency (73%), brand alignment (72%). 
• The details vary by market: 81% of China-based advertisers are investing in in-app advertising for brand alignment vs. the average of 72%. 
• Roughly one third express concerns around data privacy and targeting.

The big idea 

“Programmatic mobile in-app is becoming an increasingly important branding channel and one that advertisers shouldn’t ignore” – Lashanne Phang, director publisher development Southeast Asia, Greater China and Korea, and mobile app (APAC) at PubMatic. 

The State Of Programmatic In-App Advertising In APAC is based on responses from 472 advertising decision makers in China, Singapore, India, Japan, Indonesia, South Korea, Thailand and Vietnam.

Sourced from PubMatic [Image: Unsplash]