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.
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.
GlobalWebIndex confirmed this pattern in a range of markets, including Colombia, France, Germany and Indonesia. As a result, mobile ad spending will continue sharply upward for the foreseeable future. eMarketer predicts that spending on mobile advertising will rise 21.0% this year, to account for 73.1% of all digital ad spending, and more than one-third of total media ad spending.