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Digital budgets to rise again but marketers still in the dark over cross channel measurement

Marketers in Asia Pacific still “have a long way to go” before they master cross channel measurement as a report found more than 80% are struggling to do so.

In its latest report, Getting Media Right, research agency Kantar warned that digital measurement remains a “challenge” with blind spots such as ‘walled gardens’ impacting the ability to understand cross-channel performance.

It left many advertisers “in the dark about the performance of their brand across channels”, Kantar concluded.

The report found the overwhelming majority of marketers are again planning to increase their spend on online video (80%) and social media channels (68%).

Nearly six out of 10 are also planning to direct more of their budgets to podcasts.

Conversely – and entirely predictably – 72% said they will scale down their magazine advertising with a further 60% pulling back on newspaper ads.

Almost four in five marketers in APAC already use programmatic targeting for their campaigns, which is expected to reach
87% in 2020. But more than a fifth are not confident they successfully target the right audiences.

In addition, while nine out of 10 APAC marketers recognise the importance of balancing short-term sales with long-term
brand building, only 61% use both short and long-term measurement.

And almost a third still rely solely on short-term sales results.

Kantar APAC chief digital officer Pablo Gomez said: “Marketers here are faced with the challenge of rapidly increasing their digital investment, whilst at the same time, ensuring there is integration with offline media.

“Measurement remains one of the biggest issues for the region, especially online-offline cross measurement which is critical in a region dominated by TV and mobile.

“It’s clear that marketers need more focused data, with insights that give them the direction they need to better integrate and optimize their campaigns. This will also allow them to customize content better and improve the entire experience for their audiences.”

Kantar global head of media effectiveness Jane Ostler.added that marketers “have a long way to go to when it comes to cross-channel measurement and proving ROI”.

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