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