Executive Summary

The digital ad market will register a robust $417.4 million increase in 2022—moderate compared with last year’s $555.7 million jump, but enough for spending to top $4 billion this year. High COVID-19 vaccination rates across most of Southeast Asia will galvanize the major economies in 2022, extending the overall ad market’s rebound from the early days of the pandemic.

Key Questions

• How much more will Southeast Asia spend on digital, mobile, and media advertising overall in 2022?
• What factors are affecting ad spending in the region, and how do they differ across the six major economies?
• Which digital platforms should advertisers consider investing their budgets in this year?

KEY STAT: In 2022, digital’s share of total ad spending in Southeast Asia will approach the one-third mark. By comparison, Asia-Pacific as a whole, including China, will boast a share nearly twice that size, at 63.4%.