The future of online advertising in APAC is bright according to advertisers and marketers. A new survey from MediaMind indicates that online budgets, which already account for a relatively large proportion of total advertising spend, are on the rise. In addition, advertisers and agencies are looking to embrace new technologies for optimization, improving ROI and cross channel integration.

MediaMind asked 90 advertising professionals about their digital advertising preferences. Sixty percent of the respondents were from media agencies and 40% were brand advertisers. Respondents represented 16 industry verticals, and focused their marketing efforts on APAC, including Singapore, Malaysia, Indonesia and others.

High spending on digital – and growing…

Advertisers in Asia Pacific spend a relatively high proportion of their budget on online advertising. Fifty-one percent of advertisers dedicate more than 20% of their budget to online. Fourteen percent dedicate more than 50% of their budget to online advertising.

Advertisers and agencies are also proving optimistic about the prospects of online advertising in 2011. Sixty-one percent plan to increase their spending on digital in 2011, while only 4% plan to shrink their online budgets.

More optimization, higher ROI

Generally, marketers plan to focus on getting more value out of their advertising effort. Optimization and ROI are on the top of the agenda alongside better measurement of results and accountability. A lack of metrics to measure ROI was also noted by respondents as the prime challenge for delivering campaigns.

Conclusion

Overall, the areas of focus and challenges raised by the advertisers and agencies can be addressed by campaign management technology. As respondents indicate in this survey, larger budgets require more sophisticated campaign management, better metrics and campaign optimization to increase ROI.