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Indonesia isn’t the largest ad market in Asia-Pacific, but with the third-largest population in the region (after China and India)—and one that, like others in the region, is moving more toward middle-class status—paid media spending is rising quickly.
This year, eMarketer estimates, total paid media spending in Indonesia will rise by 22.0% to $11.16 billion. By the end of our forecast period, in 2018, spending will have nearly doubled to almost $20 billion. Double-digit growth will continue throughout the forecast period.
Other firms estimating ad spending growth in Indonesia agree that total paid media spend is rising quickly, though ZenithOptimedia and GroupM both placed significantly lower estimates on current spending levels. But both firms also estimate growth rates closely in line with eMarketer’s.
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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