Today’s column is written by Martin Kogan, CEO at Headway Digital.
Emerging markets represent a bright opportunity for brands seeking to expand their market share.
Nearly 80% of the world’s population lives in a region considered emerging, and each year their collective economic output accounts for a larger share of the GDP. According to the International Monetary Fund, 2013 will be the first year in which emerging markets account for more than half of world GDP based on their purchasing power. What’s more, these markets will likely grow at two to three times the rate of the developed world in the years ahead.
Rapid economic growth has given rise to middle classes all over the developing world, including Latin America, Africa and Asia. Consumers are eager to spend their wealth on automobiles, electronics and packaged goods, as well as to sign up for services like Netflix, Spotify and LinkedIn Premium.
Agencies and brands in the US, Europe and Australia, now accustomed to the efficiencies of programmatic marketing, are asking if they can leverage RTB in the emerging markets. It’s a critical question given that few (if any) have direct relationships with publishers in these countries.