Digital advertising delivers value for businesses by helping them engage their audience in the virtual world. In the digital ecosystem, how brands communicate with their target audiences and scale their campaigns can be a deal-breaker for businesses, especially for startups in the process of building a loyal customer base.
COVID-19 has revolutionised industry practices globally. Technology and digitisation took centre stage for business operations and became primary growth drivers. For brands, one of the biggest challenges was how to stay connected with their consumers in the virtual world.
As new online behaviours emerged, consumer interaction with brands evolved over multiple platforms such as mobile, social media, over the top (OTT) and connected TV (CTV), making top-of-mind recall a key priority for businesses. This is especially true for brands in Southeast Asia (SEA) where consumers plan to continue using digital platforms to the same extent or more after the pandemic. According to eMarketer, digital ad spend in SEA grew by 17.8% in 2021, accounting for 31.5% (USD 3.68bn) of total ad spend. This figure is expected to rise to USD 4.1bn this year.
