Performance marketing network Optimise is expanding its presence in the Asia Pacific region, having announced the opening of a Jakarta office.

The new base complements Optimise’s considerable foothold in the region, and helps it in its bid to becoming the region’s leading performance ad network. So far, the group claims a presence in Australia, Hong Kong, India, Southeast Asia and Singapore – aside from stations in Europe and Latin America.

According to eMarketer, the APAC region is expected to overtake North America as the world’s largest digital ad market within the next year, garnering a total projected spend of $83 billion. For Ayush Goyal, Optimise’s regional director for APAC, the rapidly developing Indonesian market represents a “key” territory for seizing on this opportunity.

Optimise claims to have delivered over 17 million transactions accounting for revenues in excess of £36 million throughout 2016. These took place on its affiliate and mobile networks, which enable advertisers to target audience across both web and mobile, across all key digital channels.

Group CEO Stephen Rumbelow has attributed the success to “thriving operations” in the major growth economies of Asia Pacific and Latin America, as well as investment into fast-growing channels such as mobile.

According to the network, the move has been made to build on progress with large clients in Asia – including the likes of Agoda, Expedia,, Groupon, Microsoft, Citibank and HSBC – who will now gain “instant access to multiple channels and premium media placements within the Indonesian market”.

Emerging opportunities

APAC has long been predicted to become the biggest digital ad market and one of the future key areas for programmatic, expected to reach $37 billion by 2019 – figures that appear to be reflected by an influx of performance marketing companies into the region.

According to Goyal, Optimise’s move to Jakarta represents part of larger strategy focusing on expansion in developing markets, and there may be more announcements to come in the year ahead.

“We’ll be putting a strong focus on markets that have already shown signs of promise, and where a local presence can add value in further developing our position as the number-one performance advertising network in Asia-Pacific,” he commented.