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IAB Hong Kong Programmatic Survey Results Launch event

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Programmatic Committee of IABHK is pleased to present the first IAB HK programmatic investment survey results on 26 April 2019 in SCMP Office, to over 100 members and guests. During the event, we were delighted to share the insights and expand upon them with a fantastic panel of industry experts. We would like to thank Verizon Media for sponsoring the event and everyone that came and made it a success.


It is clear from the results that programmatic buying is growing quickly, with 77% of respondents saying they will increase investments in the next 12 months and 33% estimating a growth in excess of 40%. However, we also found that a lack of education and transparency/trust is suppressing investment for most buyers.


A big thanks again to our fantastic panel of industry experts, led by Moderator, Ian Hocking, SCMP’s Digital Director for Advertising & Marketing Solutions, to share their insights and strategies.


Panelists included:

  • Amy Ho, Business Development Director, Integral Ad Science

  • Timmy Kwok, Programmatic Trading Director Omnicom Media Group

  • Benjamin Li, Chief Commercial Officer, MyTV Super

  • Jenny Tsang, Programmatic Advertising Solutions Lead, Verizon Media

  • Alexis Wengraf, Associate Director, Programmatic at IPG mediabrands

 

 


Key findings from the survey were:

  • 77% of respondents indicated they would spend more via Programmatic channels in the next 12 months. 33% of them will invest at least 40% more.

  • Standard displays are still the most traded formats, but nearly 60% of respondents also buy video pre/mid-roll.

  • Viewability continues to be a top concern for marketers with 78% of all those surveyed ranking it Important or Very Important.

  • Video and Connected TV are set to be the biggest areas of investment growth in the next 12 months.

  • Performance and reach proved to be the main reasons buyers invest in walled gardens (Google, Amazon, Facebook, and Apple, or “GAFA”).

  • Brand safety and context proved to be the main reasons buyers invest in premium publishers.

  • Reach and price proved to be the main reasons buyers invest in the long tail of sites.

 


You may download the survey results from here.