Around 88% of marketers in the Asia Pacific region are planning to increase their investment in the emerging field of ‘outcome-driven media’ over the next two years.
According to research by Xaxis, 90% of APAC marketers surveyed said the primary metrics they used – most commonly cost per acquisition (CPA), cost per completed view (CPCV), cost per click (CPC), and click-through rate (CTR) - were very or somewhat effective in evaluating the success of campaigns against strategic marketing goals.
Almost 74% either strongly or somewhat agreed that evaluating digital media spend had become more difficult over the past five years and almost four in five (79%) said they were very or somewhat likely to change the primary metric they used to measure campaigns over the next 12-24 months. For marketers in India, 91% agreed that they were likely to change how they measure campaigns.
Nicolas Bidon, global CEO of Xaxis, commented: “The research clearly demonstrates that outcome-driven media is a key priority for APAC marketers moving into 2019, with a continuing focus on proving the link between digital media spend and business success.
"The research sends a clear message to the industry that, when business objectives are linked to digital spend, there is a positive uplift on budgets to enable those businesses to secure greater competitive advantage.”
Arshan Saha, president of Xaxis Asia-Pacific, added: “This is an exciting time for us right now as the advertising industry in the APAC region continues to grow and advance. Survey results for the APAC market were closely in line with global trends, and indicate a clear need for marketing that can drive real-world results that accrue to the bottom line.
"This approach will empower marketing to solidify its position as a center for revenue enhancement, which could ultimately change perceptions of its role within the organization.”