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IAB Hong Kong AdTech & Programmatic Survey 2025 Result and Insight Share

This survey involving 100 total respondents revealed that 53% were from agencies, 35% from brands, and 15% from vendors.

 

Key takeaway: We’re all in on targeting - 60%+ across the board. Agencies seek speed, brands seek impact. We’re building on solid ground but fine tuning execution is the game changer.

 

Key takeaway: Brands are chasing emotional connections in a crowded digital space, agencies optimizing for delivery, and Adtech enabling the tech backbone. The similarity in traffic-driving (60% average) unites us, pointing to programmatic's role in HK's online-to-offline economy

 

Key takeaway: 70% of respondents across groups cite at least two challenges, uniting us in the call for even better tools - a sign for potential new players in the market for HK's maturing programmatic scene.

 

Key takeaway: Notable difference on reach - brands focus on nurturing existing consumers while agencies and adtech put focus on reaching new potential customers. A balance of strategies could make for more effective partnership or potential for new AI based products to evolve brand/agency relationships and strategies.

 

Key takeaway: Agencies test 14% more with A/B, like scientists tweaking formulas. Retargeting unites us at 67%, but Agencies' 14% lead on predictive targeting shows their forward gaze. Nurture vs expansion dynamics at play.

 

Key takeaway: With over just half of respondents still building their programmatic strategy there clearly is room for growth. However growth is happening at different speeds in this regulated race. Brands have traditionally relied on first party data - but what can be done more with this data in a privacy first world?

 

Key takeaway: First-party data reigns supreme, highest importance and satisfaction . Brands show the least satisfaction in predictive analytics and creative adaptation. Opportunity to enhance personalization and journey tools, indicates potential for innovation.