CTV advertising campaign 
                     CTV advertising campaign 
How CTV is Growing in APAC
• In contrast to the United States, APAC is a mobile-first market, 
therefore smartphones continue to be the driving force behind the 
growth of OTT streaming. Other distinctions show how marketers must 
carefully consider geographical locations in order to meet regional 
demand. The Asia-Pacific region (APAC), has rapid technology adoption 
rates and rising average video consumption hours, which may be the 
future of local digital advertising. Latin American nations that lead the 
world in digital ad spend growth rates are already in the spotlight.
• The opportunities that the CTV market in APAC provides advertisers 
are influenced by a number of factors. Global players like Netflix, 
Disney+ Hotstar, and regional services like Viu and Tencent Video are 
also present in the region. In March 2021, it was anticipated that 400 
million people watched CTV/OTT content overall, with Singapore, 
Australia, and Indonesia topping the list of 
nations with the best CTV infrastructure.

• The popularity of subscription-based services, along with the development of 
subscription fatigue and the general high ad tolerance of the region, favour ad-
monetized CTV streams. The introduction of Disney's Hotstar service in September 
2020 is a good example of how major industry players have taken note. Indonesia, 
in particular, has the third-highest number of broadband users in the region.
• For marketers looking to get into the industry, other cities, particularly Taiwan and 
Vietnam, offer attractive chances. To give their consumers more value, for 
example, Taiwan's traditional broadband providers frequently combine CTV 
services with their basic broadcast programming. This demonstrates the faith that 
regional media firms have in CTV as cord-cutting in the market increases. However, 
global juggernauts continue to dominate the most widely used platforms, with 
Netflix leading the pack, followed by iQiyi Taiwan and Line TV.
• Since people were confined to their homes due to the pandemic, streaming 
content became ingrained in people's habits, which accelerated the growth of OTT 
and CTV in APAC and globally. The ecosystem has grown so much that new players, 
platforms, technologies, and devices change the landscape every three months. 
While targeting advertising effectiveness and viewability has always been a priority 
for marketers, they frequently overlook the link between ad quality and customer 
engagement. But it has become clear in recent years that there is a direct 
correlation between ad quality and the likelihood of disengagement.
• 9MO has collaborated with the biggest CTV inventory providers from the APAC 
region, including Lemma Tech, Taipei Digital, Viu, Tyroo, Ottera, TCL, and Baidu 
(Iqli), to name a few. The hybrid auction method also permits competition 
between several SSPs, DSPs, Brands, and Agencies. This makes it feasible to sell 
impressions for the best possible price. It is a secure option for deploying 
programmatic solutions since our SSAI unified auction system leverages machine 
learning to optimise yield.