CANNES —\u00a0TV ads bought using programmatic technology will grow to represent just 1% of the overall US TV ad spend in 2016, according to a recent eMarketer forecast<\/a>.<\/p>\n

But, if you thought that was small, just look at the Asia-Pacific region, where things are still in their “infancy”, according to the Group M programmatic exec trying to boost the tech in the\u00a0area.<\/p>\n

“It\u2019s very limited still,” says\u00a0Michel de Rijk, Singapore-based CEO of Group M’s Xaxis division for the APAC region.<\/p>\n

There\u2019s some initiatives mainly in Australia, in China and a few small companies just launched to try to cover the South-East Asia region.<\/p>\n

“The most developed market is Australia, the most proactive, but still there it\u2019s in its infancy right now.”<\/p>\n

Almost half\u00a0of APAC marketers have bought programmatically, according to\u00a0recent Forrester research for MediaMath<\/a>. But that\u00a0is much smaller when it comes to TV specifically.<\/p>\n

While TiVo in the States expects<\/a> the US industry to hit 5% to 10% programmatic TV spend in the next 12 months,\u00a0AsiaMX, a Singapore-based premium cross-media monetisation service provider, only\u00a0launched<\/a> Asia\u2019s first programmatic TV advertising sell-side exchange in\u00a0March.<\/p>\n

“When we launched Xaxis in Asia four years ago, we had to approach advertisers and agencies and explain what programmatic was,” says de Rijk. “Now the big markets have adopted programmatic at a pretty decent scale.<\/p>\n

There\u2019s a lot of work to do. Programmatic is seen as bringing more efficiency to the media buying process. But I think programmatic brings a lot more opportunities to the table – specific audience messaging, overlaying of data opportunities.\u00a0A lot of Asian markets still need to adopt that in a more proactive way.”<\/p>\n

 <\/p>\n

 <\/p>\n

This video is part of a series titled “Exploring Data & Technology as Catalysts for Creativity.” \u00a0This series was produced at Cannes Lions 2016 in cooperation the Xaxis<\/span>. The series is sponsored by comScore<\/span>. \u00a0For more segments from the series,\u00a0please visit this page<\/a>.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES —\u00a0TV ads bought using programmatic technology will grow to represent just 1% of the overall US TV ad spend in 2016, according to a recent eMarketer forecast. But, if you thought that was small, just look at the Asia-Pacific region, where things are still in their “infancy”, according to the Group M programmatic exec […]<\/p>\n","protected":false},"author":15,"featured_media":41144,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5781,5783],"tags":[5314,4684],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40899"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40899"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40899\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/41144"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40899"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40899"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40899"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}