Digital Grabs a Sliver of Ad Spend in India, Indonesia - eMarketer

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Digital Grabs a Sliver of Ad Spend in India, Indonesia

Mobile to account for less than 1% of total ad spending in each country

December 18, 2014

Digital and mobile media spending still account for a small share of paid ad spending in two of Asia-Pacific’s largest and fastest-growing markets, India and Indonesia, according to eMarketer’s latest estimates of ad spending around the world.

Total Media, Digital and Mobile Internet Ad Spending in India, 2013-2018

In India, the second-largest country in the world and a developing ad market, we estimate brands will spend $6.31 billion this year on all paid media efforts, up 9.0% from 2013 spending levels. Growth will slow to 7.0% in 2015 and continue to taper throughout our forecast period, with ad spending reaching $8.12 billion by 2018.

By that year, digital will account for just over one in five total media ad dollars, up from 12.2% of the total in 2014, and mobile internet ads specifically will account for 3.5%. This year, just 0.5% of all ad dollars in India will go toward the mobile internet, including search and display formats served to mobile phones, tablets and other mobile devices (but excluding messaging-based formats).

In Indonesia, Asia-Pacific’s third-largest market by population, total media spending will be up a significantly steeper 22.0% this year, to $11.16 billion—making the total ad market in the country nearly twice as large as India’s. By 2018, spending will approach $20 billion, and growth will remain in the double digits.

Total Media, Digital and Mobile Internet Ad Spending in Indonesia, 2013-2018

This year, however, digital accounts for even less ad spending in Indonesia than it does in India—both in absolute dollars and in share. eMarketer estimates digital ads will rise from 4.7% of total spending this year to 20.4% by 2018, a level comparable with that expected for India.

Mobile also represents a tiny slice of the pie in Indonesia: just 0.2% of total media spending this year, rising to 2.8% by 2018.

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.

About eMarketer’s Interactive Guide to Worldwide Ad Spending

eMarketer’s latest worldwide ad spending forecast is accompanied by an interactive tool that provides open access to data on traditional, digital and mobile ad spending in 22 countries. Explore the dynamics of the global advertising landscape and compare and contrast which countries are projected to make the fastest switch to digital, and which are staying the course with traditional outlets.

You can view the visualization tool here: emarketer.com/adspendtool

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