Advertising - Indonesia | Statista Market Forecast

Ad spending in the Advertising market in Indonesia is forecasted to reach US$6.62bn in 2024.
The largest market is TV & Video Advertising with a market volume of US$2.79bn in 2024.
When compared globally, the United States will lead in ad spending with US$425.90bn in 2024.
Within the Advertising market of Indonesia, 57% of total ad spending will come from digital sources by 2030.
The average ad spending per capita in the TV & Video Advertising market is expected to be US$9.96 in 2024.
Moreover, Advertising market of the 88% revenue in Indonesia will be derived from programmatic advertising by 2030.
In Indonesia, influencer marketing is dominating the advertising market, with brands leveraging social media personalities to reach a wider audience effectively.

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 Indonesia is experiencing significant growth and development, driven by various factors such as changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Advertising market in Indonesia are evolving, with a growing demand for digital advertising channels. As the country's internet penetration continues to increase, more and more people are accessing online platforms, creating opportunities for advertisers to reach a wider audience. Additionally, customers are becoming more discerning and selective in their choices, seeking personalized and targeted advertisements that resonate with their interests and needs. Trends in the market indicate a shift towards mobile advertising in Indonesia. With the proliferation of smartphones and the increasing popularity of mobile apps, advertisers are leveraging this platform to reach consumers on-the-go. Mobile advertising offers a unique opportunity to engage with customers through interactive and immersive experiences, enabling brands to create memorable and impactful campaigns. Another trend in the Advertising market in Indonesia is the rise of influencer marketing. Influencers, who have a large following on social media platforms, are being employed by brands to promote their products or services. This strategy allows advertisers to tap into the influencers' established credibility and trust with their audience, resulting in higher brand awareness and customer engagement. Local special circumstances in Indonesia also contribute to the development of the Advertising market. The country's large population, estimated to be over 270 million people, presents a vast consumer base for advertisers to target. Additionally, Indonesia has a young and tech-savvy population, making it an attractive market for digital advertising. The country's diverse culture and languages also provide opportunities for advertisers to tailor their campaigns to specific regions or demographics. Underlying macroeconomic factors further support the growth of the Advertising market in Indonesia. The country's stable economic growth and rising middle class contribute to increased consumer spending, providing a favorable environment for advertisers. Furthermore, the government's efforts to improve infrastructure and connectivity, such as the development of digital payment systems and expansion of internet coverage, create an enabling environment for the Advertising market to thrive. In conclusion, the Advertising market in Indonesia is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital advertising channels, such as mobile and influencer marketing, reflects the evolving preferences of Indonesian consumers. The country's large population, young demographics, and stable economic growth further contribute to the growth of the market. As advertisers continue to adapt to these trends and leverage the unique opportunities in Indonesia, the Advertising market is expected to continue its upward trajectory.

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.