Ad Spending in Southeast Asia: New Forecasts for an Emerging Digital Region

eMarketer Report

By: eMarketer

Published: February 05, 2017

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Sources: eMarketer

Format: PDF

Language: English

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Executive Summary

This report provides new forecasts for total media, digital and mobile internet ad spending in six markets in Southeast Asia: Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam.

Digital ad spending in individual countries varies considerably, with more advanced economies adopting digital at a quicker pace. Nonetheless, all six countries will see double-digit gains in digital ad spending in 2017. Increased demand for mobile, video and social media advertising will drive this growth.
Advertisers in Indonesia, Thailand, the Philippines, Malaysia and Vietnam have been slow to adopt digital. Digital spending will account for less than 20% of overall media investment in 2017. But because of rapid internet adoption, particularly through smartphones, digital ad spending will surge in those markets.
Overall media ad spending in Singapore is likely to be slow during the forecast period. But investment on digital channels will continue to see double-digit growth through 2019.

"eMarketer drafted initial estimates based on an analysis of the macro-level economic conditions in the region, historical trends of the advertising market, estimates from other research firms and consumer media usage data. Estimates were then updated after being vetted by member companies of IAB Singapore, with input from agency executives, publishers and research companies in the region."

11 charts are included in the full report:

Ad Spending in Southeast Asia: New Forecasts for an Emerging Digital Region

Digital Ad Spending Share of Total Media Ad Spending in Select Countries in Asia-Pacific, 2015-2020 (% of total media ad spending)

Indonesia

Total Media Ad Spending in Indonesia, by Media, 2015-2020 (millions)

Total Media Ad Spending Share in Indonesia, by Media, 2015-2020 (% of total)

Total Media, Digital and Mobile Internet Ad Spending in Indonesia, 2015-2020

Malaysia

Total Media, Digital and Mobile Internet Ad Spending in Malaysia, 2015-2020

Philippines

Total Media, Digital and Mobile Internet Ad Spending in the Philippines, 2015-2020

Singapore

Total Media, Digital and Mobile Internet Ad Spending in Singapore, 2015-2020

Thailand

Total Media, Digital and Mobile Internet Ad Spending in Thailand, 2015-2020

Vietnam

Total Media, Digital and Mobile Internet Ad Spending in Vietnam, 2015-2020

Hong Kong

Total Media, Digital and Mobile Internet Ad Spending in Hong Kong, 2015-2020

Taiwan

Total Media, Digital and Mobile Internet Ad Spending in Taiwan, 2015-2020