Singapore – Majority of Singaporean marketers (73%) are concerned with data privacy amidst their preference for data-driven marketing strategies, a new study by Yahoo DSP has revealed.
In collaboration with Millieu Insight, Yahoo DSP’s report aims to provide an overview of Singaporean marketers’ priorities for the upcoming year.
The report reveals a gap in data utilisation, with only 21% fully using online first-party customer data and only 11% using offline customer data’s full potential.
Meanwhile, 75% of marketers plan to adopt artificial intelligence (AI) and machine learning solutions to prioritise predictive analysis and campaign optimisation.
42% of marketers also aim to implement omnichannel campaigns, with mobile being the preferred channel for 39% of marketers. 34% of advertisers also reported spending more on open web platforms, marking an increase to its value for marketers.
The report also highlights performance marketing as a top priority for 61% of marketers, while only 30% will focus on brand marketing in 2025. With this, 76% reported their concern for campaign performance and efficiency, marking it as their top challenge.
While marketers are optimistic about the industry’s future, they face other challenges such as measuring ROI across channels (72%) and integrating data from different sources (56%).
To help address these challenges, Yahoo DSP has introduced new solutions like the AI suite Yahoo Blueprint, creative suite Yahoo Creative, and the Data Maturity Pulse program, which helps brands evaluate and enhance data.
“As we look toward 2025, the study underscores the pressing need for innovation amidst growing complexity in the marketing landscape. Marketers are increasingly focused on performance-driven strategies and cost-efficiency, which necessitates reliable and transparent partnerships. The solutions and features we showcased today are designed to empower marketers with cutting-edge technology that addresses the industry’s evolving landscape. Together, we can navigate this new era and unlock meaningful growth in an ever-changing digital environment,” Kenneth Koh, head of commercial sales of Southeast Asia at Yahoo DSP, said.
“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first- party data efficiently for enhanced targeting and omnichannel strategies,” Dan Richardson, director of data and insights of AUSEA at Yahoo DSP, said.
“At Yahoo, we’ve developed the Data Maturity Pulse programme aimed at helping marketers navigate their way through the complex data wilderness. From data culture through to strategy, activation and measurement, the programme evaluates an organisation’s data practices and offers actionable steps to enhance their data capabilities and readiness,” Richardson added.
“In today’s hyperconnected world, marketers need to invest in omnichannel campaigns that seamlessly connect with consumers across touchpoints, efficiently. This shift presents a golden opportunity for marketers to harness the power of AI and its tools to enhance targeting and performance, and deliver maximum impact,” John McNerney, managing director of AUSEA at Yahoo DSP, commented.
“Marketers should turn their focus to cohesive, performance-based, omnichannel strategies, combined with transparent and interoperable ad solutions, to maximise reach, drive engagement and deliver value,” McNerney added.
