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EMARKETER

Asia-Pacific Ad Spending 2025

The Region Faces a Temporary Hit From the Tariff Storm

Report by Man-Chung Cheung  |  Sep 19, 2025
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Table of Contents
Executive Summary
Asia-Pacific ad spending growth slips amid tariff-induced uncertainty
Asia-Pacific is a leader in digital ad spend penetration
Retail media ad spending growth in the rest of the world is challenging China’s dominance
China’s ad spend growth faces headwinds amid trade tensions
India will become the 10th largest digital ad market worldwide in 2025
Ad spending in Japan shifts to digital
Australia’s election cycle boosted ad spend, while search and digital drive growth
Recommendations
Media Gallery
About This Report
Asia-Pacific ad spending growth will decelerate in 2025 amid tariff pressures, with digital and mobile driving growth. China faces headwinds, India enjoys rapid growth, and retail media expands and reshapes ad strategies across the region.
Topics
Total Media Ad Spending
Asia-Pacific
Table of Contents
Executive Summary
Asia-Pacific ad spending growth slips amid tariff-induced uncertainty
Asia-Pacific is a leader in digital ad spend penetration
Retail media ad spending growth in the rest of the world is challenging China’s dominance
China’s ad spend growth faces headwinds amid trade tensions
India will become the 10th largest digital ad market worldwide in 2025
Ad spending in Japan shifts to digital
Australia’s election cycle boosted ad spend, while search and digital drive growth
Recommendations
Media Gallery

From China’s headwinds to India’s digital boom, Asia-Pacific’s ad market will show resilience, with growth forecast to recover slightly in 2026. This report highlights the trends shaping growth and the strategies marketers must adopt in 2025 and beyond.

Key Question: Where is ad spending growth increasing, where is it slowing, and what is driving or constraining growth?

Key Stat: Total media ad spending growth in Asia-Pacific will decline from 7.5% in 2024 to 5.9% in 2025, followed by a rebound to 6.2% in 2026.

Asia-Pacific Is Set to Have Some of the Slowest Total Media Ad Spend Growth Globally
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Table of Contents

  1. Executive Summary
  2. Asia-Pacific ad spending growth slips amid tariff-induced uncertainty
  3. Asia-Pacific is a leader in digital ad spend penetration
  4. Retail media ad spending growth in the rest of the world is challenging China’s dominance
  1. China’s ad spend growth faces headwinds amid trade tensions
  2. India will become the 10th largest digital ad market worldwide in 2025
  3. Ad spending in Japan shifts to digital
  4. Australia’s election cycle boosted ad spend, while search and digital drive growth
  1. Recommendations
  2. Media Gallery

Charts in This Report

Asia-Pacific Is Set to Have Some of the Slowest Total Media Ad Spend Growth GloballyAsia-Pacific Is Set to Have Some of the Slowest Total Media Ad Spend Growth Globally
China Far Outpaces Other Countries in Asia-Pacific in Digital Ad ShareChina’s Share of Global Retail Media Ad Spend Will Fall From 44.6% in 2025 to 41.3% in 2029
In China, Over Half of Media Ad Spending Will Go to Retail by 2029, Dominating Its Regional PeersDigital's Dominance in Ad Spending in China Continues to Grow (digital vs. traditional % of total media ad spending in China, 2025-2029)
Tencent Will Lead All Major Digital Publishers in China for Ad Revenue Growth (billions in digital ad revenues in China and % change, by company, 2025)Spending Share of Various Digital Ad Formats Will Remain Stable in India
Mobile Will Expand Its Share of Ad Spending in Japan at the Expense of Nearly All Other Media (% of total media ad spending in Japan, by media, 2025 & 2029)Classified and Search Ads Have a Larger Share of Digital Ad Spending In Australia

authors

Man-Chung Cheung

Contributors

Ethan Cramer-Flood
Nicolas Crespo
Brian Lau
Senior Forecasting Analyst
Heather Sprung
Senior Editor
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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