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Why Adtech Is The Future Of Southeast Asia Digital Marketing

Why Adtech Is The Future Of Southeast Asia Digital Marketing

COVID-19 has had a huge impact on business practices all over the world. Technology and digitization are now at the forefront of all business operations, and they’re the primary drivers for growth.

For brands, one of their biggest challenges is how to stay connected with their customers in a virtual world. And as new online behaviors emerge, consumer interaction with brands has evolved over multiple platforms like mobile, social media, OTT, and CTV—making top-of-mind recall a key priority for businesses.

This is especially true in Southeast Asia (SEA), where consumers plan to continue using digital platforms after COVID-19 as much or more than they did before it. According to eMarketer: “Digital ad spend in SEA grew by 17.8% in 2021; accounting for 31.5% (USD 3.68bn) of total ad spend. This figure is expected to rise to USD 4.1bn this year."

However, many marketers are still evaluating their digital advertising investment. Here are three good reasons why both small and large businesses in SEA should increase their investment in digital advertising and advertising tech (adtech):

1) To keep up with the competition:

Digital marketing is transforming every industry, including yours! With so many companies now using digital channels to reach customers and grow sales, it’s crucial that you invest in these channels as well or risk being left behind by competitors who do invest in them.

2) To increase sales:

The fact that digital media allows marketers to target specific audiences means they can drive sales much more efficiently than through traditional media such as print or radio ads where targeting is not possible due to limited space/time available per page or show/advertisement respectively. For example, imagine if you wanted to sell your product during peak buying times like Christmas or Chinese New Year when most people have money to burn but only

3) To fight off consumer distrust and misinformation

Consumers in SEA are increasingly distrustful and concerned about the content they see on social channels.

According to a recent Facebook and Bain & Co report, consumers in SEA see social media as the key channel driving their purchase decision. Thirty-seven percent use it for discovery, 31% for influence, and 26% for product research.

However, social channels are also susceptible to fake news, misinformation, and data breaches. According to our Social Ads and Consumer Perception Study, over two in five consumers are less trusting of ads they see on their social feeds due to the growth of fake news. However, the challenge goes beyond the general concern around fake news: nearly half (47%) of consumers will not be likely to purchase a product or service advertised on social feeds that is next to unsafe content.

In such scenarios, not only does the brand suffer lower ad returns but also risks losing customer loyalty for good. Merely employing an omnichannel approach and automating media buying will not reap returns unless digital campaigns are optimized for contextual relevance and appear in brand-safe environments.

In SEA’s growing digital economy, businesses must ensure that they capitalize on the opportunities of this ecosystem while building a sustainable and safe digital environment for their brand and audience.

Merely employing an omnichannel approach and automating media buying will not reap returns unless digital campaigns are optimised for contextual relevance and appear in brand-safe environments. To navigate this, brands must partner with trusted third-party verification partners to ensure their campaigns are reaching the target audience in suitable and contextually relevant spaces.