Digital Video Advertising - Eastern Asia

Ad spending in the Digital Video Advertising market in Eastern Asia is forecasted to reach US$62.17bn in 2024.
The expected annual growth rate (CAGR 2024-2030) of 5.79% is anticipated to lead to a market volume of US$87.15bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue is predicted to be generated the United States.
Within the Digital Video Advertising market, 82% of total ad spending is projected to come from mobile in 2030.
The average ad spending per internet user in the Digital Video Advertising market is expected to be US$44.31 in 2024.
Connected TV ad spending in the Digital Video Advertising market is estimated to reach US$6.81bn in 2024.
Connected TV is set to exhibit an annual growth rate (CAGR 2024-2030) of 7.58%, resulting in a projected market volume of US$10.56bn by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is anticipated to hit US$40.58bn in 2024, with an expected annual growth rate (CAGR 2024-2030) of 7.17%, leading to a projected market volume of US$61.47bn by 2030.
In South Korea, the rise of programmatic buying is transforming the digital video advertising landscape, enhancing targeting capabilities and optimizing ad spend efficiently.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in Eastern Asia is experiencing significant growth and development. Customer preferences in Eastern Asia are driving the growth of the Digital Video Advertising market. Consumers in this region are increasingly turning to digital platforms for entertainment and information, leading to a surge in demand for digital video content. This shift in consumer behavior is fueled by several factors, including the widespread availability of high-speed internet and the growing popularity of smartphones and other mobile devices. Additionally, younger generations in Eastern Asia are more likely to consume video content on digital platforms, further driving the demand for digital video advertising. Trends in the market indicate that advertisers are recognizing the potential of digital video advertising in Eastern Asia. They are increasingly allocating their advertising budgets towards digital video platforms to reach a wider audience and engage with consumers in a more interactive and personalized manner. This trend is supported by the effectiveness of digital video advertising in capturing consumer attention and driving brand awareness. Advertisers are also leveraging the targeting capabilities of digital video platforms to deliver tailored advertisements to specific audiences, maximizing the impact of their campaigns. Local special circumstances in Eastern Asia are also contributing to the growth of the Digital Video Advertising market. For example, countries like China, Japan, and South Korea have large populations with high internet penetration rates, creating a vast audience for digital video advertising. Furthermore, the popularity of local video-sharing platforms and streaming services in these countries provides advertisers with additional opportunities to reach their target audience. Underlying macroeconomic factors in Eastern Asia are also playing a role in the development of the Digital Video Advertising market. The region's strong economic growth and rising disposable incomes are driving consumer spending and increasing demand for digital video content. As a result, advertisers are investing more in digital video advertising to capitalize on this growing consumer market. In conclusion, the Digital Video Advertising market in Eastern Asia is experiencing rapid growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the potential of digital video advertising in reaching a wider audience and engaging consumers in a more personalized manner. With the continued growth of digital platforms and the increasing popularity of video content, the Digital Video Advertising market in Eastern Asia is poised for further expansion in the coming years.

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.

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

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.