Audio Advertising - Eastern Asia | Statista Market Forecast

Audio Advertising market in Eastern Asia is expected to reach US$6.18bn in 2024.
The largest market is Traditional Radio Advertising with a market volume of US$4.50bn in 2024.
When compared globally, the United States leads in ad spending with US$19.07bn in 2024.
The average ad spending per listener in the Traditional Radio Advertising market is projected to be US$10.20 in 2024.
In Eastern Asia, Japan leads in leveraging programmatic technology for targeted audio advertising campaigns, revolutionizing the industry landscape.

Definition:
Audio Advertising refers to advertising via traditional radio and digital audio. The category of Traditional Radio Advertising refers to advertising on the program service of a terrestrial radio station or network (terrestrial radio broadcasting and satellite radio services in the U.S. and Canada). Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services

Structure:

Traditional Radio Advertising includes all types of spot formats of traditional radio advertising (e.g., classic spots, live reader, content spots, allonge). It also includes direct (local) advertising, in which advertisers reach out to individual stations, and indirect (national) advertising, in which advertisers employ media buying agencies to manage their advertising purchases from individual stations.
Digital Audio Advertising includes ad-supported free versions of premium subscription services or services funded by advertising. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Additional information:
Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Radio Advertising and Digital Audio Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional Radio Advertising broadcasting on the program service of a terrestrial radio station or network
Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

The Audio Advertising market in Eastern Asia is experiencing significant growth and development.

Customer preferences: Customers in Eastern Asia are increasingly turning to audio advertising as a means of reaching their target audience. This is due to the rising popularity of audio streaming platforms and podcasts in the region. With the advent of smartphones and high-speed internet, more people are consuming audio content on the go, making it an attractive medium for advertisers. Additionally, the ability to target specific demographics and personalize messages has made audio advertising a popular choice among marketers in Eastern Asia.

Trends in the market: One of the key trends in the audio advertising market in Eastern Asia is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the growing demand for targeted and personalized advertising campaigns in the region. Advertisers are leveraging data and technology to reach their desired audience with relevant and engaging audio ads. Another trend in the market is the rise of native audio advertising. Native ads seamlessly integrate into the audio content, providing a non-disruptive and engaging user experience. This form of advertising is gaining popularity in Eastern Asia as it allows brands to connect with their audience in a more authentic and organic way. Native audio ads are often tailored to the specific platform and audience, increasing their effectiveness and impact.

Local special circumstances: Eastern Asia is a diverse region with different languages, cultures, and consumer preferences. Advertisers in this market need to consider these local special circumstances when creating audio advertising campaigns. Localization is crucial for success in Eastern Asia, as customers respond better to ads that are in their native language and reflect their cultural values. Advertisers need to understand the nuances of each market within Eastern Asia and adapt their messaging accordingly to resonate with the local audience.

Underlying macroeconomic factors: The economic growth and increasing disposable income in Eastern Asia are driving the growth of the audio advertising market. As consumers have more purchasing power, advertisers are keen to capture their attention and influence their buying decisions through audio advertising. Additionally, the rapid urbanization and technological advancements in the region have led to an increase in smartphone penetration and internet connectivity, providing a fertile ground for audio advertising to thrive. In conclusion, the Audio Advertising market in Eastern Asia is experiencing significant growth and development due to customer preferences for audio content, trends such as programmatic advertising and native audio ads, local special circumstances that require localization, and underlying macroeconomic factors such as economic growth and technological advancements. Advertisers in this market need to understand the unique characteristics of each country within Eastern Asia and tailor their audio advertising campaigns accordingly to effectively reach their target audience.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional radio advertising (broadcasting programs on terrestrial radio stations or networks) and digital audio advertising (pre- and in-stream audio ads and podcast streaming ads).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.