Indonesia and Malaysia Lead Southeast Asia in Programmatic Ad Spending - eMarketer

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Indonesia and Malaysia Lead Southeast Asia in Programmatic Ad Spending

Marketers ramp up automated ad spending, though total dollar value still small

September 19, 2016

Programmatic ad spending has taken off in markets around the world, from Germany to China. In Southeast Asia, programmatic ad spending is still in its early days, though a variety of research suggests investment is starting to rise.

Programmatic Ad Spending in Select Countries in Southeast Asia, 2015 & 2019 (millions)

According to a forecast by Magna Global and cited by Vserv, programmatic ad spending in Southeast Asia’s top six markets will surge in the next several years.

Indonesia, the region’s spending leader, will see outlays climb to $244 million in 2019—a fivefold increase from 2015. Likewise, spending is expected to more than double in Malaysia, Thailand, Singapore, the Philippines and Vietnam during the forecast period.

February 2016 research by Forrester Consulting into the predicted adoption of programmatic ad buying in Asia-Pacific suggests Indonesia, Malaysia and Singapore will continue to drive programmatic investment in Southeast Asia in the near future.

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

Among the marketing and media buying decision-makers queried for Forrester’s study, 60% percent of respondents in Singapore, nearly 50% in Malaysia and 40% in Indonesia said they had either adopted programmatic ad buying or planned to do so within a year.

Even though investment in programmatic advertising remains relatively small in Southeast Asia, local executives believe the region is ripe for expansion thanks to accelerating adoption rates and growing knowledge of the technology among advertisers there.

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