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Digital ad spending in Asia-Pacific will grow 18.3% this year, according to eMarketer’s latest forecast of paid media spending worldwide. That’s a bump up in growth since last year—partly attributable to rising spending in Japan, where ad sales faltered last year in real terms—and will be led by a 75.0% increase in spending in Indonesia.
Digital ad spending is still relatively low in Indonesia, however, which will account for just 1.0% of all spending on digital media in Asia-Pacific this year. India, the second-fastest-growing market, is also the second-smallest, at 1.9% of the total for the region. China, on the other hand, will claim nearly half of all digital spending in Asia-Pacific (45.9%).
Advertisers in China will spend $18.96 billion on digital media this year, eMarketer predicts.
That’s a year-over-year increase of 22.0%, and spending will continue to increase by double digits through 2016. By 2018, the end of our forecast period, digital ad spending in China—including all paid media spending served to internet-connected devices—will reach $29.23 billion.
eMarketer bases all of our 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 our 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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