Meet the open internet — where you can reach almost 1.24 billion consumers in APAC.
Media habits have changed. And your advertising strategy should too. Unlock advertising’s biggest opportunities beyond search and social in APAC, with our latest insights here — Gateway to the open internet.
Are you investing where they are?
Consumers across APAC spend 59% of their time online beyond search and social. However, brands today still invest less than 25% of their ad spend on the open internet.1 It’s time to put your dollars where it matters most.
Sources: 1 Alphabet annual report, 2021; Meta annual report, 2021; eMarketer, “Digital Ad Spending, by Country,” October 2022. 2 The Trade Desk and Kantar, Gateway to the Open Internet: Indonesia Edition, research fielded September 2022.
Why the open internet matters
An open strategy for every brand
Streaming TV shows, movies and live sports, browsing websites, and listening to music and podcasts — that’s what draws consumers to the open internet. And if your brand isn’t right there with them, you’re missing countless opportunities for greater impact.
Rethink where your audiences are
To maximise your brand’s impact, it’s more important than ever to reach the right audience, at the right place.
Consumers are most engaged on the open internet. On the other hand, walled gardens remain popular as they multitask during work hours.
Source: The Trade Desk and Kantar, Gateway to the open internet: Indonesia edition, research fielded September 2022.
With premium content comes greater brand impact.
Quality of content is key among consumers. As brand ads appear alongside premium content on OTT, viewers find them more trustworthy as well, compared to a leading user-generated content (UGC) platform.
Source: The Trade Desk and Kantar, Gateway to the Open Internet, IN, ID, JP, KR, TW, TH, PH and VN, research fielded September 2022.
Minimise disruptions. Maximise engagement.
It’s time to leverage data for brand growth and impact. The more immersed consumers are on the open internet, the better your campaign’s reach and impact.
On average, consumers in APAC are:
Source: The Trade Desk and Kantar, Gateway to the Open Internet, IN, ID, JP, KR, TW, TH, PH and VN, research fielded September 2022.
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