Forrester：亚太地区程序化应用内广告现状分析报告（2021）（英文版）（16页）.pdf

1、The State Of Programmatic In-App Advertising In APACA COMMISSIONED STUDY CONDUCTED BY FORRESTER CONSULTING ON BEHALF OF PUBMATIC,DECEMBER 2021 Forrester Research,Inc.All rights reserved.2Of advertisers are using programmatic in-app advertising in a clients digital media plan frequently or every time

2、.Executive SummaryMany consumers have made their mobile devices a primary digital interface.And in response,advertisers are allocating more budget toward the mobile channel and looking to in-app opportunities.1To explore this topic,PubMatic commissioned Forrester to understand the state of in-app ad

3、vertising in APAC.Forrester found the majority of advertising budgets are being allocated to digital media,and within this is the fact that the mobile in-app channel captures the most digital advertising spend today.The outlook for programmatic in-app advertising in APAC is bright.Advertisers are in

4、creasingly leveraging programmatic in-app advertising in their clients media plans,and they are starting to focus their in-app efforts on branding.As APAC advertisers increasingly rely on programmatic in-app advertising,theyre realizing better customer engagement,more effective targeting,and extendi

5、ng reach.80%Forrester Research,Inc.All rights reserved.20%17%16%15%The average digitaladvertising budgetallocation per channelAverage advertising budget allocated to digital mediaAverage advertising budget allocated to traditional mediaMobile in-appConnected TVAs Advertising Budgets Shift Toward Dig

6、ital Media,Mobile In-App Emerges As The Preferred Digital ChannelMobile webDesktopBase:472 advertising decision-makers in China,Singapore,India,Japan,Indonesia,South Korea,Thailand,and Vietnam with responsibility for mobile media buyingSource:A commissioned study by Forrester Consulting on behalf of