Advertisers are enjoying favorable market conditions across Asia-Pacific. Ad spending will post its second consecutive year of double-digit growth in 2018, rising 10.7% to $210.43 billion.
China heavily influences advertising investment in Asia-Pacific, as it represents 45.5% of the market. For perspective, China will be responsible for nearly $13 billion of the region’s $20 billion increase in spending this year. Digital and mobile formats are primarily driving advertising expansion in China. In fact, the country holds an even larger share of Asia-Pacific’s digital ad market, at 63.9% in 2018.
Japan and India will rank a distant second and third in contributions to Asia-Pacific’s ad growth. Both will add roughly $1 billion in expenditures this year. Whereas Japan’s growth will come from digital formats, India’s increase will be traditional media-based.