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Advertising Kantar Media Ad Spend

Marketers in Asia Pacific are struggling to measure and justify ad spend in campaigns


By Shawn Lim, Reporter, Asia Pacific

October 10, 2018 | 4 min read

The biggest challenge facing marketers in Asia Pacific today is measuring and proving return of investments for their ad spend in integrated campaigns.


Marketers are also uncertain about how to properly optimise media investment and understand cross-channel behaviours.

In addition, marketers are also uncertain about how to properly optimise media investment and understand cross-channel behaviours. They also face issues like shrinking budgets for advertising and research, find it hard to develop custom content and have doubts about programmatic advertising.

This means marketers are missing opportunities for growth, with 43% still using ROI measurement approaches that are primarily focused on short term-sales, according to a new report by Kantar’s Insights Division, titled ‘Getting Media Right’.

This is despite the report finding a majority of respondents (81%) saying that the most important approach to ROI is a blend of both short and long-term measures.

Key findings include:

- Marketers are struggling to connect the dots on performance across channels, with 82% agree that it is difficult to assess how well brands perform across channels. Marketers in the region are also most likely to have gaps in their data (60%) which is preventing them from making decisions.

- Confidence in their media mix has grown, with 81% of marketers in Asia confident that their organisation has the optimal media mix – the highest globally - and that they strike the right balance between brand building and performance marketing (70%).

- Marketers have moved the optimisation process up earlier in their campaigns, however those in region are least likely to do so , with only a third of marketers in APAC (37%) saying they have moved the optimisation process up earlier than they were doing last year (as compared to 47% globally).

- 82% of marketers (globally and regionally) believe they have integrated media strategies across channels and platforms, but their efforts are not translating fully to consumers.

In addition, the report also found APAC to be the least confident globally when it came to integrating data and extract meaningful insights as only one in 10 marketers in APAC said they were able to do so with confidence, compared to 18% in North America.

“Marketers need a holistic understanding of how their campaigns are performing across a huge range of channels if they want to be able to identify where the strategy is working or where it needs refinement,” said Pablo Gomez, head of media for APAC at Kantar’s Insights Division.

“It’s telling that APAC is the least confident region when it comes to integrating data – but with such a variety of channels and consumer behaviours it’s not a surprising. However, more can be done to shift optimisation earlier in the process so that marketers are on the front foot when it comes to measuring performance later.”

Zenith’s advertising expenditure forecasts in June this year found that APAC is now the biggest driver of global ad spend growth, with the region set to account for 33.8% of global advertising expenditure in 2020

The full report can be downloaded here.

Advertising Kantar Media Ad Spend

Content created with:

Kantar Millward Brown

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