ๅจๅฐ็ซฏๆๆฏๅๆถ่ดน่ ไน ๆฏไธๆญๅๅ็ๆจๅจไธ๏ผ่ฅ้็ๅๅฑ้ๅบฆๆฏไปฅๅพไปปไฝๆถๅ้ฝ่ฆๅฟซใ่ฅ้ไบบๅไธไป ่ฆ่ทไธๆถไปฃ็ๆญฅไผ๏ผ่ฟ่ฆๅผ้ขๆฝฎๆตใ
AI is now a game-changer, with 59% of marketers worldwide recognizing it as key for campaign personalization and optimization, underscoring its power to streamline operations and free up valuable time. That same momentum is driving strong investment in connected TV (CTV), which has firmly secured its place as a top-tier channel. In fact, 56% of marketers are ramping up their CTV, making it one of the few digital channels consistently seeing year-over-year growth as they capitalize on evolving viewing behaviors. Retail Media Networks (RMNs) are also stepping into the spotlight. No longer just a bottom-funnel tool, RMNs are now a strategic force across the entire consumer journey. A strong 65% of marketers globally are embracing their potential to unlock deeper insights and deliver impact at every stage.
่ฝ็ถ่ฟไบๅ จ็่ถๅฟๅฅ ๅฎไบๅบ็ก๏ผไฝๅฐๅบไผๅ ไบ้กนไนๅธฆๆฅไบ็ฌ็น็็ปๅพฎๅทฎๅซใไพๅฆ๏ผๅจไบๅคชๅฐๅบ๏ผ2025 ๅนด็่ฅ้็ฎๆ ้ๅธธๆ็กฎใ32%็่ฅ้ไบบๅๅฐๅ็็ฅๅๅบฆไฝไธบ้ฆ่ฆๅ ณๆณจ็น๏ผไธไธไธๅนด็31%็ธๆฏ็ฅๆไธๅใ้คไบๅธๅบ็ฅๅๅบฆ๏ผ่ฅ้ไบบๅ่ฟ้ๅธธ้่งๅฎ้ ๆๆ๏ผๅ ถไธญ 25% ็่ฅ้ไบบๅไปๅฐๆถๅ ฅๅข้ฟไฝไธบไธป่ฆ็ฎๆ ใ
The prioritization of these goals means APAC marketers are balancing spreading market presence with the imperative for strong financial performance. A balanced approach where top-of-funnel awareness builds long-term equity, and bottom-funnel conversions prove market success, directly shapes the demands placed on media planning.
ๆ นๆฎ็ฎๆ ่ฐๆดๅชไฝๆ็ฅ
ๅฏนๅ็็ฅๅๅบฆ็ๆ็ปญๅผบ่ฐ๏ผ่ช็ถ่็ถๅฐๅฐๅชไฝๆ็ฅๅผๅไบๆๅคงๅ่ฆ็้ขๅๆ็ปญๆๅ ็ๆนๆณใไธบไบๆปก่ถณๅนฟๆณไผ ๆญ็้ๆฑ๏ผไบๅคชๅฐๅบ็่ฅ้ไบบๅๆญฃๅจๆจๅจ้ๅคง่ฝฌๅ๏ผ79% ็่ฅ้ไบบๅ่กจ็คบไปไปฌๆญฃๅจๅฐๆฏๅบ่ฝฌๅๆฐๅญๆธ ้ใ่ฟไธไธพๆชๅ ๅๅฉ็จไบ่ฏฅๅฐๅบๅนฟๆณ็ไบ่็ฝๅ็งปๅจๅบ็จ๏ผไป่ๅฎ็ฐไบๆ็ปญ็ๅฝฑๅๅๅๅนฟๆณ็ๅไผๅไธใๅ ๆญค๏ผๆฐๅญๆๆฏ่ฏๆไบ่ชๅทฑๆฏๅฎ็ฐๅนฟๆณๅฏ่งๆง็้ฆ้ๅนณๅฐ๏ผ่่ฟๅฏนๅ็่ฎฐๅฟ่ณๅ ณ้่ฆใ
ไบๅคชๅฐๅบ็่ฅ้ไบบๅ็นๅซๆ่ตไบๅชไบๆธ ้๏ผ็คพไบคๅชไฝไฝๅฑ ๆฆ้ฆ๏ผ68% ็่ฅ้ไบบๅ่กจ็คบไปไปฌ่ฎกๅๅขๅ ๆฏๅบใๅจ็บฟ/็งปๅจ๏ผ่ง้ข๏ผ้ข็ฎไนๅคงๅน ๅขๅ ๏ผ67%็่ฅ้ไบบๅๆๅ ฅไบๆดๅค้ข็ฎใๅๆ ท๏ผ66% ็่ฅ้ไบบๅๅขๅ ไบๅจ็บฟ/็งปๅจ๏ผๅฑ็คบ๏ผๆน้ข็ๆฏๅบใ่ฟไบๅนณๅฐๆพ็ถๅ ๅ ถๅนฟๆณ็่ฆ็้ขๅๅผไบบๅ ฅ่็่ง่งๅฝขๅผ่ๅๅฐ้็ใๅ็ๅนฟๅ็ๅๅไนๅฐคไธบๆๆพ๏ผ54% ็่ฅ้ไบบๅ่ฎกๅๅขๅ ๆฏๅบ๏ผ่ 2024 ๅนด่ฟไธๆฏไพไธบ 46%๏ผ่ฟ่กจๆๅ็ๅนฟๅๅจๆ ็ผๅ ๅฎนๆดๅไธญ็ๆ็ฅไฝ็จๆฅ็ๅขๅผบใ
ๅจๅๆฐๅญ่ฅ้่ฝฌๅ็ๅๆถ๏ผไบบไปฌไนๅจๆ็กฎ่ฟฝๆฑๆ็ๅ็ดๆฅๆๆใ69%็่ฅ้ไบบๅๆ็ฎๅจ็ปฉๆ่ฅ้ไธๆๅ ฅๆดๅค๏ผๅๆถๅๅฐๅฏนไผ ็ปๅ็ๅปบ่ฎพๅทฅไฝ็ๆ่ตใ่ฟๆ ท็ๆๆฏ้ๆฉ็ดๆฅๆฏๆไบๆถๅ ฅๅข้ฟๅๅฎขๆท่ทๅ็็ฎๆ ๏ผๅฏ่กก้็ๅฝฑๅๅ่ฝฌๅ็ๅฏนไบ่ฏๆๆๅ้ๅธธ้่ฆใไธๆญค็ธๅ ณ็ไธไธช่ถๅฟๆฏ๏ผ69% ็่ฅ้ไบบๅ่ฟ่กจ็คบ๏ผไปไปฌๆญฃๅจๅ ณๆณจๆๆฌ่พไฝ็่ฅ้ๆธ ้๏ผๅ ๆฌไผ ็ป็ต่งไปฅๅค็ๅ ถไปๆธ ้๏ผใ
่ฅ้ไบบๅไนๅจ็งฏๆๆฅๆฑๅๆฐ๏ผไปฅๅ ๅผบไปไปฌ็่ฆ็้ขๅ็ฎๆ ๅฎไฝใ77%็่ฅ้ไบบๅ่ฎกๅๅขๅ ๅจ่็ฝ็ต่ง๏ผCTV๏ผๅๅฝฑๅ่ ่ฅ้็ญๆฐๆธ ้ไธ็ๆฏๅบใ่พๆฐ็ๆธ ้ไธบๅธๅผๅไผๆไพไบๅจๆ้ๅพ๏ผไธบๆดไธฐๅฏ็ๅ ๅฎนไฝ้ชๆไพไบๆบไผใไบๅคชๅฐๅบ็่ฅ้ไบบๅๆญฃๅจๅฐๅชไฝ่ตๆบๅ้ ไธไปไปฌ็ๆ็ฅ็ฎๆ ็ป่ดๅฐ็ปๅ่ตทๆฅ๏ผ็กฎไฟๆฏไธ้กนๆ่ต้ฝ็ดๆฅๆๅฉไบๅฎ็ฐไปไปฌ็กฎๅฎ็ๅนดๅบฆ็ฎๆ ๏ผๆไพไธ็งไปฅ็ปๆไธบๅฏผๅ็ๆๅๆนๆณใ
ไบ่งฃไบๅคชๅฐๅบ็ๆต้ๅทฅๅ ท
To truly confirm the efficacy of their meticulously aligned strategies and substantial investments, APAC marketers rigorously turn to measurement. While the push toward proactive and data-driven approaches is evident, mastering the art of gauging marketing performance and proving its worth is not without its hurdles. So, what specific tools are organizations leveraging, and what challenges persist in gaining a truly holistic view of ROI?
Across the board, marketers in the APAC region are deploying a variety of tools to evaluate the holistic ROI of their marketing performance. A notable 53% of organizations adopt marketing mix modeling as a foundational method for evaluating performance. Reflecting a balanced strategic intent, both sales lift and brand lift studies are equally prioritized by 48% of marketers, affirming their dual focus on driving lower-funnel conversions and strengthening upper-funnel brand impact.
้คไบ่ฟไบๆดๅนฟๆณ็่ฏไผฐไนๅค๏ผไบๅคชๅฐๅบ็่ฅ้ไบบๅ่ฟๅฉ็จๆด็ปๅ็ๆฐๆฎๆฅ่ทๅพๅณๆถๆดๅฏใๅฏนๅ ถไธญ 62% ็่ฅ้ไบบๅๆฅ่ฏด๏ผๅชไฝๆๆ ็ปๅฏนๆฏๅ ณ้ฎ๏ผๅฎๆไพไบ่ฅ้ๆดปๅจ็ปฉๆ็ๅณๆถ่ๆใ30%็่ฅ้ไบบๅๅฉ็จๅฝๅ ๆจกๅๆฅ็ฒพ็กฎไบ่งฃๅฎขๆทๆ ็จไธญๆฏไธชๆฅ่งฆ็น็่ดก็ฎใไธบไบๅ ๅๅฎๅ่ฟไบ่ฏฆ็ป็ๆดๅฏๅ๏ผ่ฐๆฅๅฏน 36% ็่ฅ้ไบบๅๆฅ่ฏดๆฏๅฟ ไธๅฏๅฐ็๏ผๅ ไธบ่ฐๆฅๅฏไปฅๆๆๅฐ็บฏ้ๅๆฐๆฎ็ปๅธธๅฟฝ็ฅ็็ปๅพฎๅฎขๆท่ง่งใ
Even as marketers embrace sophisticated measurement techniques, gaining a truly holistic view of performance remains a challenge. In fact, a surprising 17% of APAC marketers still rely on gut feeling to assess marketing ROI. Such reliance points to a persistent gap between the availability of advanced tools and how consistently they are applied. Effective decision-making requires not only access to data but also its thorough and reliable use to drive meaningful results. Our latest report explores this disconnect between perceived channel effectiveness and actual ROI in greater depth.
To uncover deeper insights, identify hidden value in your current strategy, and take meaningful steps toward more accountable, performance-focused marketing, download the 2025 Annual Marketing Report: From Chaos to Clarity: Unlocking the Power of Data-Driven Marketing now.
