The Digital Video Advertising market in ASEAN is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in ASEAN are increasingly consuming digital video content, leading to a growing demand for digital video advertising. With the rise of smartphones and affordable internet access, more people in the region are accessing online video platforms, streaming services, and social media platforms. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach a wider audience through digital video advertising.
Trends in the market: One of the key trends in the Digital Video Advertising market in ASEAN 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 availability of data and advanced targeting capabilities, enabling advertisers to deliver personalized and relevant video ads to their target audience. Another trend in the market is the rise of mobile video advertising. Mobile devices have become the primary means of accessing the internet in ASEAN, and this has led to a surge in mobile video consumption. Advertisers are capitalizing on this trend by creating mobile-first video ads that are optimized for smaller screens and shorter attention spans. Additionally, the popularity of short-form video content on platforms like TikTok and Instagram has opened up new opportunities for advertisers to engage with their target audience through creative and engaging video ads.
Local special circumstances: ASEAN is a diverse region with varying levels of digital infrastructure and internet penetration. While countries like Singapore and Malaysia have well-developed digital ecosystems, other countries in the region are still catching up. This presents both challenges and opportunities for advertisers in terms of reaching their target audience effectively. Advertisers need to consider the local digital landscape and tailor their digital video advertising strategies accordingly to ensure maximum reach and impact.
Underlying macroeconomic factors: The Digital Video Advertising market in ASEAN is also influenced by underlying macroeconomic factors. The region's growing middle class, rising disposable incomes, and increasing urbanization are driving consumer spending and fueling the demand for digital video advertising. Additionally, the ASEAN Economic Community (AEC) has facilitated cross-border trade and investment, creating a more integrated market and enabling advertisers to reach a larger audience across multiple countries. In conclusion, the Digital Video Advertising market in ASEAN is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in the region need to adapt to these dynamics and leverage the opportunities presented by digital video advertising to effectively engage with their target audience and drive business growth.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. 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, 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.
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