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Ad Spend Stragglers in APAC Can't Catch Up to Leaders

Stronger growth expected in less developed markets, especially Indonesia

Advertisers in Asia-Pacific will spend $152.00 billion on all paid media channels this year, according to the latest eMarketer estimates of ad spending worldwide.

2014 will mark China’s second year atop the total media ad spending rankings for the region, after it passed Japan in 2013, partly due to a drop in real spending in the latter country as exchange rates fluctuated significantly.

As of this year, we estimate, ad spending growth in nearly every country across the region will slow to single digits—only Indonesia will retain a 22.0% growth rate in total media ad spending, and it will continue to grow outlays robustly through at least 2018.

Still, shifting growth patterns, and continued high increases in Indonesia, will not do much to change the distribution of ad spending throughout the region. China will account for about one-third of ad spending this year and will increase its share by 2.5 percentage points by the end of our forecast period. Japan, Australia and South Korea will lose share, but only by a few points each, India’s share will remain virtually identical between 2014 and 2018, and Indonesia will pick up just 3 points of the total pie.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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