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DMA Digital Diary: The year that has been

As the year comes to an end, it is time to look back at how it was and the lessons we can learn for the future. Digital brand advertising grew at 15 per cent this year, according to Nielsen. About 70 per cent of marketers increased the amount of budget allocated to digital brand advertising in 2014.

This growth corresponds to the growth in digital advertising itself this year as majority of marketers reported that they planned to use online and mobile platforms more, while their planned use of offline mediums either stayed the same or decreased.

Around 95 per cent of marketers said in a survey by Nielsen that they would increase their digital advertising budgets if they could verify that their brand advertising created the desired result, and 58 per cent of marketers and agencies list in-flight optimisation against metrics for success as an important expectation for their partners.

Mobile programmatic spends grew by 140 per cent in the third quarter of this year, according to Smaato. Massive growth was seen in the number of RTB impressions and RTB advertising spends in countries such as China, India, Thailand, Malaysia and Indonesia in the APAC region. In APAC, Thailand saw the biggest increase in number of RTB impressions at 313 per cent, while Indonesia had the biggest increase in RTB spend at 1809 per cent.

In terms of smartphones, the latest survey by Flurry highlighted that around 51 per cent of the new device activations worldwide in the week leading up to Christmas were of Apple. Samsung was in the second position with 18 per cent of new device activations, and Microsoft rounded out the top three with 5.8 per cent share for mostly Lumia devices.

Overall there was a growth in the industry pointing to the rise in digital advertising spends in the region. It would be interesting to see how mobile progresses further and the rise of social next year.

Wish you all a very Happy New Year from the team at Digital Market Asia!

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.