Advertising - Eastern Asia | Statista Market Forecast

Ad spending in Eastern Asia is forecasted to reach US$310.20bn in 2024.
The largest market in Eastern Asia is TV & Video Advertising with a market volume of US$90.79bn in 2024.
In global comparison, the United States will generate the most ad spending (US$425.90bn in 2024).
Within the Advertising market of Eastern Asia, 85% of total ad spending will come from digital sources in 2030.
The average ad spending per capita in the In-App Advertising market is expected to be US$90.21 in 2024.
In Eastern Asia's Advertising market, Advertising market of 83% revenue will be from programmatic advertising in 2030.
In Japan, the Advertising market is witnessing a shift towards influencer marketing, leveraging social media platforms to reach a wider audience.

Definition:
Advertising spending refers to expenses for promotional strategies with which brands or businesses purchase advertising space to promote products or services. The primary purposes of advertising include creating awareness, generating interest, and persuading consumers to take a particular action such as purchasing a product, visiting a website, or supporting brands. Advertisers use advertising to reach their target audience while media companies and advertising agencies use it as a source of income.

Structure:
The advertising spending consists of two main channels (traditional advertising and digital advertising). Traditional Advertising refers to above-the-line media that delivers commercial messages to broad audiences. This includes mass media such as traditional TV, traditional radio, printed newspapers, printed magazines, and traditional out-of-home (OOH) advertising formats. Digital Advertising uses the internet to deliver marketing messages to internet users in various forms. This includes digital video, search engine, social media, digital out-of-home, digital banner, digital audio, digital classifieds, and influencer advertising.

Additional information:
The market comprises advertising spending, share by advertising channel, users, average revenue per user, advertising share by industry, ad spending by medium, and digital ad spending share (programmatic and non-programmatic). The market only displays B2B spending and users for the above-mentioned channels. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions for each market can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional advertising such as non-digital ads for TV and radio, as well as out-of-home advertising and print advertising
Digital advertising such as online ads for video, banner, audio, classifieds, and search engines, as well as digital out-of-home, social media, in-app, and connected TV advertising
Influencer advertising

Sponsorships/events and promotion
Product placement
Commission-based affiliate systems

The Advertising market in Eastern Asia has been experiencing significant growth in recent years.

Customer preferences: Customers in Eastern Asia have shown a strong preference for digital advertising channels. With the rapid development of technology and the increasing popularity of smartphones and other mobile devices, people in this region are spending more time online, which has created a huge demand for digital advertising. Social media platforms and search engines are particularly popular among consumers, making them attractive channels for advertisers to reach their target audience.

Trends in the market: One of the key trends in the advertising market in Eastern Asia is the rise of influencer marketing. Influencers, who are individuals with a large following on social media, have become powerful marketing tools for brands. Their ability to connect with their followers on a personal level and their credibility among their audience make them effective in promoting products and services. As a result, many companies are partnering with influencers to increase brand awareness and drive sales. Another trend in the advertising market in Eastern Asia is the increasing use of video advertising. Videos have become an engaging and popular format for advertising, as they can convey messages in a visually appealing and entertaining way. With the rise of video-sharing platforms such as YouTube and TikTok, advertisers are leveraging these platforms to reach their target audience and capture their attention.

Local special circumstances: One of the unique characteristics of the advertising market in Eastern Asia is the dominance of local social media platforms. While global platforms such as Facebook and Instagram are popular in the region, there are also local platforms that have a strong presence and user base. For example, WeChat in China and Line in Japan are widely used by consumers, and advertisers need to take these platforms into consideration when planning their advertising strategies.

Underlying macroeconomic factors: The strong economic growth in Eastern Asia has contributed to the development of the advertising market in the region. As countries in Eastern Asia continue to experience economic prosperity, businesses have more resources to invest in advertising and marketing activities. Additionally, the rising middle class in the region has increased consumer spending power, creating a larger market for advertisers to target. In conclusion, the advertising market in Eastern Asia is driven by customer preferences for digital advertising, with a strong emphasis on social media and video channels. Influencer marketing and the use of local social media platforms are also prominent trends in the region. The underlying macroeconomic factors, including strong economic growth and an expanding middle class, are supporting the growth of the advertising market in Eastern Asia.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.

Modeling approach:

Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, 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 some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).

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

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.