In today’s rapidly evolving digital world, there’s a growing gap that marketers can no longer afford to ignore: Where they spend their advertising dollars vs. where their audiences actually spend their time.

Recent data paints a very clear picture: across every region, consumer attention is shifting faster than advertiser budgets.

Ad Spend vs. User Time by Region:

✅ Global

• 77% of ad spend → Walled Gardens
• 39% of user time → Walled Gardens

✅ Southeast Asia

• 78% of ad spend → Walled Gardens
• 45% of user time → Walled Gardens

✅ Vietnam

• ~78% of ad spend → Walled Gardens (estimated)
• ~45% of user time → Walled Gardens (estimated)

While brands continue to invest ~ 80% of budgets into walled gardens like Google, Meta, and TikTok, more than half of user time is actually being spent on the open internet — websites, apps, CTV, online news, audio streaming, and more.

Why Does This Gap Matter?

Because in a world where attention is currency, misaligned media strategies are missed opportunities.

Consumers are increasingly seeking diversity in their digital experiences — browsing news sites, exploring niche small sites, discovering new entertainment platforms. But advertising budgets still are only on the most obvious platforms.

This presents a massive opportunity for forward-thinking brands:

• To rethink media investments
• To align spend with real consumer behavior
• To tap into richer, less crowded, more engaged environments on the open internet

Why Now?

In markets like Vietnam, Cambodia and across Southeast Asia, the open internet is not just about reach — it’s about relevance. As media landscapes explodes and audiences fragment, brands that diversify smartly will:

• Establish presence in high-engagement publisher environments
• Achieve better engagement
• Drive more efficient performance

The technology is ready — programmatic buying, AI-driven targeting, data validation tools — all of these make open internet advertising not just possible, but powerful.

Final Thought

It’s not about abandoning walled gardens. It’s about balance. It’s about meeting consumers where they are — not just where it’s easiest to plan and book.

With Wagawin, the only solution that connects the Open Internet to Social Media in real time, brands are maximizing their programmatic investments like never before.

At Moblaze, we help you design strategies that fit your business — whether it’s broad addressable targeting or deep identifiable engagement.

Get in touch with us to explore how we can elevate your strategy.

References

The Trade Desk – Sellers and Publishers Report, May 2024 https://assets.thetradedesk.com/assets/documents/TTD-Sellers-and-Publishers-Report-May-2024.pdf

MarTech Asia – Exploring the Marketing Wonders in Walled Gardens and the Open Internet https://martechasia.net/features/exploring-the-marketing-wonders-in-walled-gardens-and-the-open-internet/

The Current – Why Indonesians Prefer the Open Internet https://www.thecurrent.com/indonesians-open-internet-walled-gardens

Eskimi Blog – Internet Walled Gardens: Challenges and Opportunities https://www.eskimi.com/blog/internet-walled-gardens

TechSci Research – Vietnam Digital Advertising Market 2024-2030 https://www.techsciresearch.com/report/vietnam-digital-advertising-market/27611.html