IAB SEA+India Regional Research
Just 29% of respondents in Thailand are prepared to pay to access advertising-free content according to a local research report released by the IAB SEA+India. However, 66% of respondents are willing to share information about their interests in return for access to free content.
Letter From Miranda Dimopoulos, Regional CEO, IAB SEA+India
I am proud to present here, our latest regional research report, Representation in Advertising in Asia. Our extensive survey has found that consumers feel there remains a significant underrepresentation of ethnicities, ages, genders, disabilities, religions, sexual orientations, and body types in advertising in Asia. And they believe overwhelmingly that it is the responsibility of brands to ensure that there is inclusion when advertising their products.
Authors: Authors: Vikram Bansal, Meta, Chandrahas Shetty, Oracle Advertising, Gitali Halder, EssenceMediacom, Ben Poole, fifty-five & Camila Martins, TikTok | IAB SEA+India Data & Attribution Regional Council
What is the new normal for marketing measurement? In this White paper, the authors discuss why marketers must constantly evolve to navigate signal changes, have a robust measurement strategy and a flexible, agile, decision-making framework.
Author: Khanh P. Dang, Google APAC | IAB SEA+India Commerce Council subgroup
Automated campaigns can unlock speed, scale and success using machine learning tools, allowing retailers to assess signals in real time, capturing the innumerable signals unique to each user. It also simplifies optimisation at scale, particularly within omnichannel shopping. So why are brands and retailers slow to adopt automation solutions?
Authors: Nishith Saraswath, Mediaocean; Diet Pineda, The Trade Desk; Shrivardhan Sarda, Yahoo; Gibson Camson, Carousell Media Group | IAB SEA+India Programmatic Council subgroup
This is the era of advertising where measurement and attribution are key tools in the success of advertising campaigns. Yet attribution remains a challenge as the ecosystem evolves. Enter Multi Touch Attribution, the first step towards overcoming these challenges.
Author: James Sampson, GrabAds | IAB SEA+India Commerce Council subgroup
While Retail Media is a growing global phenomenon, advertisers in Southeast Asia will be able to provide richer, full funnel consumer experiences via superapps in available markets. In fact, now superapp advertising is its own distinct media category.
Author: Haroon Qureshi, Mindshare
Web3 places ownership with content creators who will be able to share and sell their work with blockchain technology and decentralised web curation. New platforms will provide creators with open-source development, improved search algorithms, privacy-focused approaches, alternative payment systems and more.
In a research report just released by the IAB SEA+India, 34% of respondents in Singapore/Malaysia/Philippines say they will not pay for ad-free online content yet more than twice this number (72%) have paid for subscriptions to online streaming platforms, implying confusion over the definition of online content.
Author: Vera Wang, TikTok
Shoppertainment is content-driven commerce that seeks to entertain and educate to drive sales. Entertainment-first, commerce-second. When commerce is done in this sequence, it’s called Shoppertainment and this new category of commerce will be worth more than USD $1T in APAC by 2025.
“An elusive question remains as to what data points would be considered acceptable to consumers and valuable to marketers, to ensure continued free access to high quality content,” says IAB SEA+India Regional Board member, Alvin Liong, IlmuOne Data, commenting on a lack of willingness by consumers in Indonesia to
There’s a significant gap between consumers’ perceived understanding of online data privacy and the value exchange of advertising providing access to free online content, according to a report just released by the Regional Board of the IAB SEA+India. More than 8000 people took part in the multilingual survey providing a rich seam of data such as 70% of respondents preferring a single login to access any website.
Author: Janette Higginson, Index Exchange
Supply Path Optimisation has gained momentum across the agency community because it reduces intermediaries in the programmatic chain to determine the optimal, most direct path to supply. This helps marketers reduce the amount of commission they’re paying as the programmatic chain becomes shorter. However, there are many influencing factors to consider when it comes to designing an SPO buying strategy.
