In Southeast Asia, total media ad spending snapped back to pre-pandemic levels in 2021 and will continue rising strongly this year. The growth in digital ad spending, though tamer in 2022, will again outpace that of the overall ad market.

This year, Indonesia, the largest economy in Southeast Asia, according to the World Bank, will see the second-quickest growth of all countries we measure, rising by 22.2%, followed by the US (18.0%) and the UK (16.3%).

Indonesia, Mexico, Brazil and India will be the worst-performing countries this year, each posting double-digit declines in total ad spend. However, next year, India will reclaim a position in the global top 10 and resume its climb from there, ultimately becoming the seventh-largest market by 2024.

The Philippines, India, and Indonesia will set the global pace in 2022. Vietnam, Malaysia, and Thailand will also crack the top 10. In the ecommerce penetration rankings, the results are diverse. Indonesia, the US, and Brazil are climbing. China, the UK, and South Korea will continue to lead. All Regions Are Set to Slow Down, but Some More than Others.

Last year, China was the only market to see overall ad spending growth, although digital ad spending performed well almost everywhere. This year, every country will see growth in almost every category.