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EMARKETER

India and Southeast Asia Ad Spending 2023

India Is the Ad Spending Growth Leader Globally, Thailand Leads in the Subregion

Report by Man-Chung Cheung  |  May 9, 2023

Worldwide Ad Spending 2023

Our Latest Ad Spending Forecasts and Trends Across 6 Global Regions

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Table of Contents
Report Snapshot
India will enter the global top 10 for total media ad spending.
Total media ad spending growth in Southeast Asia is at parity with growth worldwide.
Southeast Asia’s double-digit growth in digital ad spending will end after 2023.
Southeast Asia’s ad market has a lot of room left for growth.
What do these forecasts mean for marketers in India and Southeast Asia?
Sources
Media Gallery
About This Report
Growth of total media ad spend in Southeast Asia will remain elevated from its pre-pandemic levels, but digital ad spending will finally say farewell to double-digit growth this year. Meanwhile, India will top the worldwide ranking in both total media and digital ad spending growth.
Topics
Digital Ad Spending
Asia-Pacific
India
Southeast Asia
Table of Contents
Report Snapshot
India will enter the global top 10 for total media ad spending.
Total media ad spending growth in Southeast Asia is at parity with growth worldwide.
Southeast Asia’s double-digit growth in digital ad spending will end after 2023.
Southeast Asia’s ad market has a lot of room left for growth.
What do these forecasts mean for marketers in India and Southeast Asia?
Sources
Media Gallery

Report Snapshot

As digital transformation continues in Southeast Asia, one sector that has been slow to adopt is advertising. Digital will account for 35.3% of total ad spending in 2023—the lowest share globally—and edge to 40.4% in 2027. In that span, the proportion of digital ad spend in India will shoot up from 34.3% to 45.6%.

Key Question: What proportion of ad spending does digital account for in India and across Southeast Asian countries?

Digital Ad Spending Share in Southeast Asia, by Country, 2023 (% of total media ad spending)
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KEY STAT: Digital’s share of ad spending in Southeast Asia will reach only 35.3% of total ad spending in 2023, lagging far behind total Asia-Pacific.

Here’s what’s in the full report

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7charts

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Table of Contents

  1. Report Snapshot
  2. India will enter the global top 10 for total media ad spending.
  3. Total media ad spending growth in Southeast Asia is at parity with growth worldwide.
  1. Southeast Asia’s double-digit growth in digital ad spending will end after 2023.
  2. Southeast Asia’s ad market has a lot of room left for growth.
  3. What do these forecasts mean for marketers in India and Southeast Asia?
  1. Sources
  2. Media Gallery

Charts in This Report

Digital Ad Spending Share in Southeast Asia, by Country, 2023 (% of total media ad spending)Digital Ad Spending in Asia-Pacific, by Country/Region, 2023 (billions and % change)
Total Media Ad Spending in Southeast Asia, 2022-2027 (billions, % change, and % of worldwide total media ad spending)Digital Ad Spending Share, by Region, 2023 (% of total media ad spending)
Mobile Ad Spending in Southeast Asia, 2022-2027 (billions, % change, and % of total digital ad spending)Digital Ad Spending in Southeast Asia, by Country, 2023 (billions, % change and % of total media ad spending)
Digital Ad Spending in Indonesia, by Format, 2023

authors

Man-Chung Cheung

Contributors

Brian Lau
Forecasting Analyst
Jennifer Merritt
Vice President, Content
Ruoyan Zeng
Associate Forecasting Analyst
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