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市场调查报告书
商品编码
1636612

亚太地区程序化广告：市场占有率分析、产业趋势与统计、成长预测（2025-2030 年）

Asia-Pacific Programmatic Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

亚太地区程序化广告市场规模预计在 2025 年将达到 272 亿美元，预计到 2030 年将达到 612.1 亿美元，预测期内（2025-2030 年）的复合年增长率为 17.61%。

亚太地区程序化广告-市场-IMG1

Carousell Media Group 与 IAB SEA and India 合作进行的一项调查发现，99% 的受访者计划在未来 12 个月内增加在零售媒体上的支出。中国的阿里巴巴和京东是全球最大的零售媒体网络，零售媒体支出占中国数位广告总支出的40.7%。预计亚太地区（APAC）零售媒体支出将强劲成长，其中菲律宾成长 20%，越南成长 18%。

主要亮点

  • 广告科技公司已经成功采用了基于程序化的应用程序，从而消除了品牌宣传活动中经常采用的优质库存领域所需的人工执行方法。这是推动亚太地区程序化广告崛起的关键因素之一，因为它比基于标籤的手动预订更有效、更有效率。
  • 特别是像 MOCA 这样的广告创新者专注于亚洲市场，在中国、印度、印尼和越南设立了当地团队。与全球顶级出版商合作，提供用户获取、品牌推广、社交媒体、CTV、美容、天气和其他客製化广告解决方案。
  • 然而，程序化广告市场仍面临重大挑战，包括衡量行销成效、最大化跨通路宣传活动、并摆脱 Cookie。 Google和 AppNexus 等公司已开始致力于开发和完善平台，以便在诈欺点击出现在客户分析中或消耗客户预算之前将其检测出来。
  • 新冠疫情迅速改变了亚太地区的程序化广告市场。例如，Google 开发了一个 Topics API 解决方案，用于透过 Chrome 浏览器识别少数代表本週最热门用户兴趣的用户兴趣。这些兴趣进一步被用来将个人分类为匿名群组，以用于广告目的。

亚太程序化广告市场趋势

在程序化广告中使用人工智慧和机器学习将推动成长。

  • 人工智慧和机器学习正在颠覆各行各业的几乎每个领域并改变技术格局，但行销产业尚未赶上并适应这项变化。基于人工智慧的营销利用有关购买模式和行为的详细资讯。谷歌等公司正在整合人工智慧并引入语音辨识和语言理解等技术来创新其产品并创造现实世界的对话。
  • 人工智慧平台使广告主能够更有效地利用资料来推动更好的业务成果。透过在程式化行销中使用人工智慧，广告主可以改善定位、更好地投放广告并提高宣传活动的效果。
  • AI/ML演算法用于分析大量资料并比人类更快、更准确地做出资料主导的决策。预计这不仅有助于提高广告定位，而且还有助于提高媒体购买效率。对于个人用户，AIML 可协助根据他们的行为、偏好和兴趣自订他们接收的广告。这有望带来更高的参与率和更好的客户体验。
  • 利用人工智慧，程式化广告可以产生与您的宣传活动目标相符的效果最佳的受众群体，让您向最有可能转换的用户投放广告。只有当程序化演算法确定这能够提高宣传活动的有效性时，它才能够对你的目标受众进行细分。

行动程序化广告推动市场成长

  • 行动程式化广告是透过软体 AS 自动购买和销售行动广告库存，取代提案（RFP）流程、面对面谈判和插入订单（I/O）系统。
  • 这项技术使得广告主能够透过广告交易平臺获得更广泛的广告库存，使得广告购买更加有效且更实惠。另外，我们总是能找到最高的股票价格来最大化价值。
  • 亚太地区数位化进程不断推进，数位行销正在显着成长。行动应用程式是亚太地区数位行销的主要管道。光是东南亚就有 4.6 亿网路用户，品牌利用零售媒体接触新消费者的机会非常巨大。
  • 根据checkout.com的调查，63%的受访者使用行动应用程式作为网路购物的主要方式。随着智慧型手机在亚洲越来越受欢迎，这一数字预计还会进一步成长，到 2025 年将达到 78%。
  • Instagram、TikTok、Pinterest 和 Facebook 等社交媒体和线上内容平台的日益流行，促成了一种称为社交商务的新经营模式的发展。
  • 2023 年 2 月 - Foodpanda 与 Group M 推出全套综合广告功能，包括 foodpanda 应用程式、数位行销资产和新的伙伴关係计划。透过启动Foodpanda的应用程式内广告和其他媒体资产，群邑的客户将体验到行动程式化广告的快速成长。

亚太地区程序化广告产业概况

随着越来越多的品牌进入行动领域并认真对待程序化广告，亚太地区的程序化广告市场正变得更加分散，这为该地区的程序化广告提供者带来了更多机会。继续。市场上现有的参与者正在扩大其产品范围，以与新进入者竞争。借助创新工具和解决方案，程序化广告提供者可以选择正确的地点并瞄准正确的人群，以最大限度地发挥广告宣传的潜力。 InMobi、Arki 和 Inspire Asia 等知名领导者主导着市场。

  • 2023 年 3 月 – Winkel Media 与程式化数位户外 (DOOH) 解决方案领域的佼佼者 Hivestack 合作。 Winkel Media 的 AI 驱动、资料主导的DOOH 萤幕经过精心设计，可在零售店中提供具有影响力且可衡量的宣传活动，并可在公开交易和私人市场上供世界各地的广告商使用。透过PMP 启动宣传活动。
  • 2022 年 12 月- Dentsu Programmatic 在印度推出了其策略性程序化供应解决方案「Dentsu Curate」。该解决方案具有强大的评估机制，可协助广告主在品牌安全、无诈欺的环境中跨媒体购买数位库存。广告开发公司计划透过更深层的整合来巩固供应并提高媒体品质。
  • 2022 年 4 月 - InMobi 与 Anzu 合作，为全球广告主提供对 Anzu 优质行动程式化广告资源的直接存取权。 Anzu 的游戏内广告解决方案提供的广告旨在补充游戏玩法、尊重游戏玩家，并在许多情况下增强游戏体验。

其他福利

  • Excel 格式的市场预测 (ME) 表
  • 3 个月的分析师支持

目录

第 1 章 简介

  • 研究假设和市场定义
  • 研究范围

第二章调查方法

第三章执行摘要

第四章 市场洞察

  • 市场概况
  • 产业相关人员分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 购买者和消费者的议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争对手之间的竞争强度
  • 新冠疫情对亚太地区程序化广告市场的影响

第五章 市场动态

  • 市场驱动因素
    • 数位媒体广告的成长
    • 人工智慧和机器学习在程序化广告中的应用日益广泛
  • 市场挑战
    • 程式化广告人才短缺

第六章 市场细分

  • 按交易平台
    • 即时竞价（RTB）
    • 私人市场担保
    • 自动保固
    • 固定利率
  • 按广告媒介
    • 数字显示
    • 行动显示器
  • 按公司规模
    • 中小型企业
    • 大型企业

第七章 竞争格局

  • 公司简介
    • InMobi
    • ASIAPAC NET MEDIA LIMITED.
    • Inspire Asia Co., Ltd.
    • Aarki, Inc.
    • Google
    • Integral Ad Science, Inc.
    • Smaato, Inc.
    • Hivestack Inc.
    • Amazon

第八章投资分析

第九章：未来市场展望

简介目录
Product Code: 91531

The Asia-Pacific Programmatic Advertising Market size is estimated at USD 27.20 billion in 2025, and is expected to reach USD 61.21 billion by 2030, at a CAGR of 17.61% during the forecast period (2025-2030).

Asia-Pacific Programmatic Advertising - Market - IMG1

Based on a survey conducted by Carousell Media Group in collaboration with IAB SEA and India, it was found that 99% of respondents plan to increase their retail media spending over the next year. China's Alibaba.com and JD.com are the largest retail media networks globally, with retail media spending accounting for 40.7% of all digital ad spending in the country. Asia-Pacific (APAC) region is expected to see strong growth in retail media spending, with an anticipated increase of 20% in the Philippines and 18% in Vietnam.

Key Highlights

  • Ad-techs successfully adopted program-based applications that eliminate the need for human execution methods required with premium inventory sectors often employed by brand campaigns. It is one of the key factors driving the rise of programmatic advertising in APAC region, as it is more effective and efficient than manual tag-based reservations.
  • In particular, AD innovators like MOCA focused on Asian markets, setting up local teams in China, India, Indonesia, and Vietnam. It is to collaborate with top global publishers for user acquisition, branding, social media, CTV, beauty, weather, and other customized advertising solutions.
  • However, the Programmatic Advertising Market still faces significant challenges, such as measuring marketing results, maximizing cross-channel campaigns, and deprecating cookies. Companies like Google and AppNexus are already working to develop and refine platforms that detect fraudulent clicks before they appear in client analysis or consume their budget.
  • The COVID-19 pandemic rapidly changed the Asia-Pacific programmatic advertising market. For instance, Google developed the Topics API solution to identify a handful of user interests via the Chrome browser, representing their top interests for that week. These interests were further utilized to categorize individuals into anonymous groups for advertising purposes.

Asia-Pacific Programmatic Advertising Market Trends

Increasing use of AI & ML for Programmatic Advertising drives the growth.

  • AI and ML are causing disruptions and transforming the technological landscape in almost all domains of every industry, and the marketing industry is still catching up to adopt this change. AI-based marketing utilizes detailed information on buying patterns and behavior. Companies like Google are reinventing their products by integrating AI and introducing techniques like speech recognition and language understanding to create real-world conversations.
  • Advertisers are empowered to make data work more efficiently and increase business results through the use of artificial intelligence platforms. Advertisers can benefit from increased precision in targeting, more appropriate placement of advertisements and a greater campaign effectiveness through the use of artificial intelligence in programmatic marketing..
  • AI/ML algorithms are used to analyze large amounts of data and make data-driven decisions faster and more accurately than humans. This would contribute to an improvement in media purchasing efficiency as well as the targeting of advertising. For individual users, AIML can help them to tailor the advertising that they receive according to their behaviour, preferences and interests. This would increase the rate of engagement and better customer experience.
  • Using artificial intelligence, programmatic advertising is able to produce top performing audience segments that correspond with your campaign goals and serve ads to users who are the best candidates for conversion. Only if it is determined that this increases the effectiveness of campaigns willmatic algorithms be able to classify a target audience.

Mobile Programmatic Advertisements to Drive the Market Growth

  • Mobile programmatic advertising is an automatic buying and selling of mobile ad inventory with software AS It replaces the request for proposal (RFP) process, in person negotiation and the insertion order (I/O) system.
  • This technology will enable advertisers to purchase ads more effectively and at an affordable price, because they can access a broad range of advertising inventory through ad exchanges. In addition, it allows the highest possible inventory prices to be found at any given moment in order to maximise value.
  • Increased digitization across Asia-Pacific is driving significant growth in digital marketing. Mobile apps are the key channel for digital marketing in APAC. There are 460 million internet users in Southeast Asia alone, so the opportunities for brands to leverage retail media to access new consumers are vast.
  • A survey conducted by checkout.com outlined that 63% of respondents use mobile apps as their primary online shopping method. This number is expected to grow further along with smartphone penetration in Asia, reaching up to 78% by 2025.
  • The rising popularity of social media and online content platforms like Instagram, TikTok, Pinterest, and Facebook resulted in the development of a new business model called Social commerce, which provides small businesses with a direct and affordable path to their clients.
  • February 2023 - Foodpanda unveiled a suite of integrated advertising features, including the foodpanda app, digital marketing assets, and new partnership programs, along with Group M. By activating Foodpanda's in-app advertising and other media assets, GroupM clients will experience a fast-growing Mobile Programmatic Advertisements Growth.

Asia-Pacific Programmatic Advertising Industry Overview

The Asia-pacific programmatic advertising market is fragmented as more brands enter the mobile space and become serious about programmatic advertising, the opportunities for Programmatic Advertising Providers in the market continue to increase. The existing players in the market are expanding their range of product offerings to compete with the new entrants. With the help of innovative tools and solutions, programmatic advertising providers can select the right place and target the right people to maximize the potential of ad campaigns. Prominent leaders such as InMobi, Arki, and Inspire Asia Co., Ltd. dominate the market.

  • March 2023- Winkel Media partnered with Hivestack, a programmatic digital out-of-home (DOOH) solutions champion. Winkel Media's AI-powered, data-driven DOOH screens are strategically designed to deliver impactful and measurable campaigns in retail stores, enabling advertisers worldwide to activate campaigns via open exchange and private marketplace deals (PMP).
  • December 2022- Dentsu Programmatic launched its strategic programmatic supply solution, 'Dentsu Curate,' in India. The solution will assist advertisers in buying digital inventory across media in a brand-safe and fraud-free environment through robust evaluation mechanisms. The AD developer plans to improve media quality by consolidating supply and involving deeper integrations.
  • April 2022- InMobi collaborated with Anzu to provide its advertisers with direct access to Anzu's premium mobile programmatic inventory across the globe. Anzu's in-game advertising solution provides ads designed to complement the gameplay, respecting gamers and, in many cases, enhancing the gameplay experience.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definitions
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Stakeholder Analysis
  • 4.3 Industry Attractiveness-Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Impact of COVID-19 on the Programmatic Advertising Market in Asia-Pacific

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Growth of Digital Media Advertisement
    • 5.1.2 increasing use of AI & ML for Programmatic Advertising
  • 5.2 Market Challenges
    • 5.2.1 Lack of Skilled personel in Programmatic Advertisement

6 Market Segmentation

  • 6.1 By Trading Platform
    • 6.1.1 Real Time Bidding (RTB)
    • 6.1.2 Private Marketplace Guaranteed
    • 6.1.3 Automated Guaranteed
    • 6.1.4 Unreserved Fixed-rate
  • 6.2 By Advertising Media
    • 6.2.1 Digital Display
    • 6.2.2 Mobile Display
  • 6.3 By Enterprise size
    • 6.3.1 SMB's
    • 6.3.2 Large Enterprises

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 InMobi
    • 7.1.2 ASIAPAC NET MEDIA LIMITED.
    • 7.1.3 Inspire Asia Co., Ltd.
    • 7.1.4 Aarki, Inc.
    • 7.1.5 Google
    • 7.1.6 Integral Ad Science, Inc.
    • 7.1.7 Smaato, Inc.
    • 7.1.8 Hivestack Inc.
    • 7.1.9 Amazon

8 Investment Analysis

9 Future Outlook of the Market