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APAC Digital Ad Spending to Jump Over 30% This Year

China dominates digital ad market; Indonesia sees most impressive growth

December 11, 2014 | Media Buying

Digital advertising spend in Asia-Pacific is expected to rise 30.3% to total $46.59 billion this year, according to eMarketer’s latest estimates of digital ad spending worldwide.

Digital Ad Spending Worldwide, 2013-2018 (billions, % change and % of total media ad spending)

Just like in 2012 and 2013, the region will boast the second-biggest share of digital ad spending worldwide, trailing only North America, at 31.8% vs. 37.3%. This trend will continue through 2016, though Asia-Pacific will gain share during that period at the expense of North America. In 2017, Asia-Pacific will pass North America in total digital ad spending share worldwide, at 36.9% vs. 35.7%.

With investments in online and mobile advertising totaling $23.70 billion this year, China will maintain the largest share of the region’s digital ad market, at 50.9%—a trend that will continue through 2018. Japan and Australia will rank second and third, with respective digital ad spending totals of $9.07 billion and $4.52 billion this year, eMarketer estimates.

Digital Ad Spending in Asia-Pacific, by Country, 2013-2018

In Asia-Pacific, Indonesia will be the leading country for digital ad spending growth by a long shot, at a whopping 98.0% this year. Indonesia sits at the bottom when it comes to digital ad spending, as brands there still heavily invest in traditional media like TV and print. However, as internet and smartphone adoption continue to grow rapidly, marketers will continue to switch ad spend to digital channels. Over the course of the forecast period, eMarketer expects the country to surpass India and South Korea in digital ad dollars by 2016 and 2018, respectively.

China will also see impressive digital ad spending growth of 45.0% this year, which will be mainly driven by phenomenal gains in the country’s mobile ad market. According to eMarketer’s latest estimates, marketers will spend $6.39 billion on mobile ads in China in 2014, up 600.0% from just $913.0 million last year.

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 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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