Retail Platform Advertising - Cambodia

In Cambodia, ad spending in the Retail Platform Advertising market market is projected to reach US$39.21m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 10.62%, which will lead to a projected market volume of US$71.85m by 2030.
Furthermore, the average ad spending per user in the Retail Platform Advertising market market in Cambodia is expected to amount to US$20.66 in 2024.
In a global context, the majority of ad spending will be generated the United States, with a forecast of US$57.63bn in 2024.
As Cambodia's digital landscape evolves, retail platform advertising is increasingly becoming a vital strategy for brands seeking to engage tech-savvy consumers.

Definition:

Retail platform advertising (RPA) refers to digital ads displayed on websites and apps dedicated to retail platforms, such as Amazon, Walmart, eBay, Alibaba, and JD.com. This includes all types of advertising across various devices, e.g., PCs, smartphones, and tablets, and covers formats such as sponsored products, banners, and videos. RPA specifically excludes offline retail ads (e.g., in-store displays and billboards), off-site ads (e.g., ads appearing on non-retail websites or apps), ads on social media platforms (e.g., Facebook or Instagram), and ads on search engines (e.g., Google or Bing).

Additional Information:

It is important not to confuse RPA with retail media networks (RMNs). RMNs involve digital ads that are also displayed on retail e-commerce sites or apps, but these ads are purchased through a retailer’s media network or a demand-side platform (DSP). While RMNs include ads on sites such as Amazon and Walmart, they also cover ads bought through networks such as Amazon DSP, Walmart Connect, and Etsy’s Offsite Ads, and these ads may not necessarily appear directly on the retailer’s e-commerce site or app. Unlike RPA, RMNs represent a broader approach that encompasses a range of ad placements, both on and off the retailer’s own platforms.

Digital ads displayed on websites and apps dedicated to retail platforms
All types of advertising across various devices, e.g., PCs, smartphones, and tablets
All types of sponsored ad formats, such as sponsored products, banners, and videos

Offline retail ads (e.g., in-store displays and billboards)
Off-site ads (e.g., ads appearing on non-retail websites or apps)
Ads on social media platforms (e.g., Facebook or Instagram)
Ads on search engines (e.g., Google or Bing)

The Retail Platform Advertising Market in Cambodia is witnessing mild growth, influenced by factors like the gradual shift towards digital marketing, increasing internet penetration, and a growing number of e-commerce platforms, enhancing advertising opportunities for businesses.

Customer preferences: In Cambodia, consumers are gravitating towards personalized shopping experiences, driven by cultural preferences for local products and traditional craftsmanship. This trend is complemented by a rising interest in sustainability, prompting brands to emphasize eco-friendly practices in their advertising. Additionally, younger demographics are increasingly influential, favoring social media platforms for recommendations and purchases. As mobile commerce grows, businesses are adapting their strategies to resonate with these evolving lifestyle factors, creating tailored advertising that aligns with local values and preferences.

Trends in the market: In Cambodia, the Retail Platform Advertising Market is experiencing a shift towards digital-first strategies, with brands increasingly harnessing social media and e-commerce platforms to engage consumers. The local preference for personalized, culturally resonant content is driving advertisers to tailor their messaging, prioritizing local products and traditional craftsmanship. Sustainability is emerging as a key theme, with brands promoting eco-friendly practices to attract environmentally conscious shoppers. As mobile commerce expands, these trends are reshaping advertising strategies, compelling industry stakeholders to adapt swiftly to meet the demands of younger, tech-savvy consumers while reinforcing local values.

Local special circumstances: In Cambodia, the Retail Platform Advertising Market is shaped by a rich tapestry of cultural heritage and a youthful demographic eager for digital engagement. The country's unique blend of traditional values and a burgeoning tech-savvy population drives advertisers to create campaigns that resonate with local customs. Additionally, regulatory support for e-commerce fosters competition, while geographical diversity influences delivery logistics and consumer access. These elements compel brands to innovate and prioritize local storytelling, ensuring relevance in an evolving market landscape.

Underlying macroeconomic factors: The Retail Platform Advertising Market in Cambodia is significantly shaped by macroeconomic factors including the rapid growth of the digital economy, rising consumer spending, and increased internet penetration. Global economic trends, such as the shift towards e-commerce and mobile-first shopping experiences, further accelerate local market dynamics. National economic health is bolstered by foreign investment and government initiatives promoting digital transformation. Additionally, fiscal policies supporting small and medium-sized enterprises fuel competition within the advertising sector. Consumer preferences for localized content and innovative advertising solutions are also influencing market strategies, ensuring brands remain relevant in a rapidly evolving landscape.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on Retail platform ad spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for 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. 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). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, 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.