Indonesia is a fast-growing market in more ways than one
Several interesting ad spending trends have emerged throughout Asia-Pacific. India, for example, with a huge population and giant consumer potential, remains a slow starter compared to regional rivals like China. But another country is waiting in the wings, ready to break out: Indonesia.
Indonesia has strong domestic economic growth, plentiful foreign direct investment in industries ranging from telecom to natural resource exploitation, and a vibrant consumer economy. As a result, the country is moving up the list of target markets for international brands. eMarketer forecasts that total media ad spending in the country will increase 20% in 2012 to $8.61 billion.
Spending in India, which started with a higher base at the beginning of the forecast period but has experienced slower growth, will reach $7.76 billion this year.
Indonesia is forecast to approach the $10 billion total ad spending threshold in 2013, while India will follow two years later. India, however, with strong influence from Western culture and a shared English language, will remain very attractive to US and UK brands.
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