Advertising - Asia

Asia

Ad spending in the Advertising market in Asia is forecasted to reach €336.80bn in 2024.
The largest market is TV & Video Advertising with a market volume of €101.30bn in 2024.
When compared globally, the majority of ad spending is expected to come from the United States, reaching €394.90bn in 2024.
Within the Advertising market in Asia, 81% of total ad spending is projected to be generated through digital channels by 2029.
The average ad spending per capita in the In-App Advertising market is estimated to be €31.99 in 2024.
Moreover, in the Advertising market in Asia, Advertising market of the 82% revenue is anticipated to be generated through programmatic advertising by 2029.
In Asia, Japan's Advertising market is increasingly shifting towards digital platforms to reach tech-savvy consumers in a rapidly evolving industry landscape.

Key regions: United States, China, Europe, Asia, Japan

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Analyst Opinion

The Advertising market in Asia has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Asia have shown a growing preference for digital advertising platforms, as internet penetration rates continue to rise across the region. With the increasing popularity of smartphones and social media, consumers are spending more time online, creating a demand for targeted and personalized digital advertisements. Additionally, there is a growing interest in influencer marketing, as consumers trust recommendations from individuals they perceive as authentic and relatable. This shift in customer preferences has led to a surge in digital advertising spending in Asia.

Trends in the market: One of the key trends in the Asian advertising market is the rise of mobile advertising. With the widespread adoption of smartphones, advertisers are increasingly focusing on mobile platforms to reach their target audience. Mobile advertising offers the advantage of reaching consumers on-the-go and allows for more precise targeting based on location data. As a result, mobile advertising expenditure has been growing rapidly in Asia. Another trend in the Asian advertising market is the increasing use of programmatic advertising. Programmatic advertising uses algorithms and data to automate the buying and selling of ad inventory, making the process more efficient and targeted. This trend is driven by the need for advertisers to reach the right audience at the right time, and programmatic advertising allows for real-time bidding and optimization. As a result, programmatic advertising spending has been on the rise in Asia.

Local special circumstances: Asia is a diverse region with different cultural, linguistic, and regulatory environments. Advertisers need to adapt their strategies to cater to the unique characteristics of each market. For example, in countries like China and Japan, where there is a strong preference for local language content, advertisers need to invest in localization efforts to effectively engage with the target audience. Additionally, regulatory frameworks vary across countries, with some markets imposing restrictions on certain types of advertisements. Advertisers need to navigate these local special circumstances to ensure compliance and maximize the impact of their campaigns.

Underlying macroeconomic factors: The strong economic growth in Asia has contributed to the development of the advertising market. As countries in the region experience rising incomes and an expanding middle class, consumer spending power increases. This creates opportunities for advertisers to promote their products and services to a larger consumer base. Additionally, the rapid urbanization in Asia has led to the growth of cities and the emergence of new markets. Advertisers are capitalizing on these opportunities by targeting urban consumers with tailored advertising campaigns. In conclusion, the Advertising market in Asia is evolving to meet the changing customer preferences, with a focus on digital advertising and mobile platforms. The rise of mobile advertising and programmatic advertising are key trends in the market. Advertisers also need to consider local special circumstances and adapt their strategies accordingly. The underlying macroeconomic factors, such as strong economic growth and urbanization, are driving the development of the advertising market in Asia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).