Advertisers in Australia, New Zealand Boost Programmatic Spending - eMarketer
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Advertisers in Australia, New Zealand Boost Programmatic Spending

Significant majority say they will spend more on the format than in 2015

August 1, 2016 | Media Buying

Programmatic advertising is experiencing rapid growth in Australia and New Zealand, with a new report suggesting a significant majority of marketers in the country plan to increase their budgets for the format in 2016.

Percent of Digital Ad Budget Allocated to Programmatic According to Marketers in Australia, Nov 2015 (% of respondents)

Based on a survey from AdRoll, which interviewed B2B and B2C advertising and marketing executives, 92% of respondents in the two countries expected their 2016 budgets for programmatic ads to increase or stay the same. It also appears that budgets are on the rise as well. In fact, 69% of respondents in Australia said they planned to invest between 10% and 50% of their 2016 budget in programmatic ad formats.

Meanwhile, in New Zealand, 63% of executive respondents said they planned to invest between 10% and 50% of their 2016 marketing budgets on programmatic.

Adoption of Programmatic Buying According to Marketing/Media Buying Decision-Makers in Select Countries in Asia-Pacific, Feb 2016 (% of respondents)

This surprisingly quick shift in investment towards programmatic formats matches with research conducted by other sources. Take for example, a February 2016 investigation by Forrester Consulting on the adoption of programmatic buying among marketing and media-buying decision-makers in Asia-Pacific. According to that data, decision-makers in Australia beat out any other Asia-Pacific market studied, with 48% of respondents in the country confirming they had already adopted programmatic buying.

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