In 2022, Asia Pacific ad spending is projected to increase by 5.1 percent to US$250.0 billion, which is US$35.7 billion more than the region’s pre-pandemic level for 2019.
The Asia Pacific advertising industry is predicted to grow by 3.9 percent in 2023 to reach US$259.7 billion and by a further 4.7 percent in 2024.
The total expenditure in APAC is made up of 60.7 percent (US$151.7 billion) by digital.
The Americas will spend the most money on advertising globally in 2022, with India’s market rising at a rate of 16.0 percent faster than that of the US (12.8 percent) and Brazil (9.0 percent).
The most recent Densu Global Ad Spend Forecasts predicted that advertising expenditures would rise 8.7% globally in 2022. Digital is expected to account for the majority of the US$250.0 billion in advertising spending in the Asia-Pacific region. India is seeing the strongest growth in the market, with a growth rate of 16.0 percent this year and projected rises in advertising spending of 15.2 percent in 2023 and 15.7 percent in 2024. In China, it is anticipated that advertising expenditures will increase by 4.0 percent in 2023 and 5.4 percent the following year.
The newest Dentsu Ad Spend July 2022 suggests to a steady recovery despite another year of economic uncertainty, with APAC 2022 ad spend of US$250.0 billion, based on a growth estimate at 5.1 percent, according to Prerna Mehrotra, CEO Media APAC, of Dentsu International. However, continuous supply logistics problems, geopolitical unrest, and lockdowns in important markets might increase pressure on businesses and have a cascade effect on marketing expenditures.
“Even with everything that has happened in recent months, not least the protracted crisis in Ukraine and its international implications, the advertising recovery remains robust on a global scale,” said Peter Huijboom, Global CEO, Media and Global Clients, dentsu international. And despite the fact that 2021 will be a challenging comparative year and that factors like inflation will put strain on household budgets, we have only slightly lowered our prediction for global growth in 2022 by 0.4 percentage points.
Globally, the technology industry is predicted to develop at the fastest rate (+11.3 percent), benefiting from people’s increased reliance on digital gadgets. With a growth rate of 11.0 percent in 2022, retail is one of the major areas of consumer spending. A number of variables, such as the enormous expansion of e-commerce, the entry of new players, and the launch of emerging retail platforms, are what propel this industry. One of the fastest expanding industries in Asia Pacific is technology, followed by the automobile, cosmetics, and personal care industries.
In addition to analysing data from 58 markets, this dentsu global ad spend forecast also looks at some of the major variables influencing the shift in ad spend, including inflation increases, sustainability regulations, the acceleration of gaming as an ad medium, doubling down on addressable media, and the significance of buying attention as a core metric.
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