Ad Spending in Southeast Asia: eMarketer's Estimates and Forecast for 2016–2021 - eMarketer
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Ad Spending in Southeast Asia: eMarketer's Estimates and Forecast for 2016–2021

eMarketer Report

By: eMarketer

Published: October 19, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

This report covers eMarketer’s latest estimates for ad spending in select Southeast Asia markets including Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. Together, digital ad spending in those countries will total $2.05 billion by the end of 2017, an increase of 21.8%, driven by expanding ecommerce and mobile activity.

  • All countries covered in this forecast will experience total media ad spend growth this year—the first time since 2013. Several of the markets are reliant on exports and have benefited from the global recovery in export demand. With rising consumer confidence, marketers have been encouraged to invest more in advertising. Indonesia and Vietnam will be the biggest benefactors of this, with ad spend rising 8.8% and 7.0%, respectively, in 2017.
  • Digital advertising—especially mobile—will be primarily responsible for overall ad growth, since mobile is the point of entry for internet access across most of Southeast Asia. eMarketer expects digital ad spend to increase “nearly 22.0% and mobile to increase 77.0%.
  • Mobile’s share of digital advertising in Singapore, Indonesia, Thailand, the Philippines, Malaysia and Vietnam will range from 36.6% to 51.6% this year. Mobile will continue to gain in significance throughout the forecast period, accounting for at least 60% of digital ad spend in each market by 2021.
  • Ecommerce’s success in Southeast Asia has influenced digital ad spend budgets in these countries. This is especially true in Thailand, where ecommerce giants like JD.com and Alibaba compete with each other. By 2019, Thailand’s digital share of total paid media will surpass that of Malaysia, Vietnam and the Philippines.

"[Note: eMarketer’s previous December 2016 forecast was developed in conjunction with IAB Singapore, with input from members of the organization. Those projections were considered during the creation of eMarketer’s current forecast.]"

Table of Contents

Southeast Asia Overview

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10 charts are included in the full report:

Ad Spending in Southeast Asia: eMarketer’s Estimates and Forecast for 2016–2021

Digital Ad Spending Share of Total Media Ad Spending in Select Countries in Southeast Asia, 2016-2021 (% of total media ad spending)

Southeast Asia Overview

Digital Ad Spending in Select Countries in Southeast Asia, 2016-2021 (millions and % change)

Mobile Ad Spending in Select Countries in Southeast Asia, 2016-2021 (millions and % change)

Mobile Ad Spending Share in Select Countries in Southeast Asia, 2016-2021 (% of digital ad spending)

Indonesia

Total Media, Digital and Mobile Ad Spending in Indonesia, 2016-2021

Malaysia

Total Media, Digital and Mobile Ad Spending in Malaysia, 2016-2021

Philippines

Total Media, Digital and Mobile Ad Spending in the Philippines, 2016-2021

Singapore

Total Media, Digital and Mobile Ad Spending in Singapore, 2016-2021

Thailand

Total Media, Digital and Mobile Ad Spending in Thailand, 2016-2021

Vietnam

Total Media, Digital and Mobile Ad Spending in Vietnam, 2016-2021