Search Advertising - Eastern Asia

Eastern Asia

Highlights

Ad spending in the Search Advertising market in Eastern Asia is forecasted to reach US$81.46bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.25%, leading to a projected market volume of US$124.00bn by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$137.00bn in 2024).
Within the Search Advertising market, 71% of total ad spending is predicted to come from mobile in 2030.
The average ad spending per internet user in the Search Advertising market is projected to be US$58.06 in 2024.
In Japan, the Search Advertising market is witnessing a shift towards mobile-first strategies to reach tech-savvy consumers effectively.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

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

Customer preferences: Customers in Eastern Asia have shown a strong preference for online shopping and using search engines to find products and services. This preference is driven by the convenience and ease of searching for products and services online, as well as the wide variety of options available. Additionally, customers in Eastern Asia are increasingly tech-savvy and have a high level of digital literacy, making them more likely to engage with online advertising.

Trends in the market: One of the key trends in the Search Advertising market in Eastern Asia is the rise of mobile advertising. With the increasing adoption of smartphones and mobile internet access, customers in Eastern Asia are spending more time on their mobile devices. This has led to a shift in advertising budgets towards mobile search advertising, as advertisers seek to reach customers where they spend the majority of their time. Another trend in the market is the growing importance of localized advertising. Eastern Asia is a diverse region with multiple countries and languages, and customers in each country have different preferences and needs. Advertisers are recognizing the importance of tailoring their advertising campaigns to specific local markets, and are investing in localized search advertising to better reach and engage with customers.

Local special circumstances: One of the unique aspects of the Search Advertising market in Eastern Asia is the dominance of local search engines. While global search engines like Google and Bing are popular in the region, local search engines such as Baidu in China, Naver in South Korea, and Yahoo! Japan in Japan have a strong presence and are preferred by many customers. Advertisers in Eastern Asia need to consider the dominance of these local search engines and tailor their advertising strategies accordingly.

Underlying macroeconomic factors: The rapid economic growth in Eastern Asia has played a significant role in the development of the Search Advertising market. As countries in the region continue to experience strong economic growth, there is an increase in consumer spending power and a growing middle class. This has led to an expansion of the online advertising market, as advertisers seek to tap into the growing consumer base in the region. In addition, advancements in technology and infrastructure have also contributed to the growth of the Search Advertising market in Eastern Asia. The region has seen significant improvements in internet connectivity and mobile penetration, making it easier for customers to access online services and for advertisers to reach their target audience. These underlying macroeconomic factors have created a favorable environment for the development of the Search Advertising market in Eastern Asia.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

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.