Digital advertising spending in Asia has grown rapidly in recent years, amounting to an estimated 257 billion U.S. dollars in 2024. A significant increase from around 125 billion dollars in 2019, digital ad spend in Asia was projected to continue its upward trajectory, set to reach an estimated 332 billion dollars by 2028.
Digital advertising on the rise
Many countries and territories in the Asia-Pacific region, particularly in East and Southeast Asia, already have high internet penetration rates of 70 percent and over. During the COVID-19 pandemic, consumers have increasingly turned to online channels for new product discovery and for purchasing said products. Advertisers in APAC have been capitalizing on this ongoing development for more than a decade, as ad spending for internet surpassed television ad spend in 2015, thus becoming the marketing medium with the highest advertising expenditure in the region.
Wasted ad spend
One of the leading risks for advertisers and advertising networks is ad fraud, leading to billions of dollars of wasted ad spend per year. Ad fraud generally refers to fraudulent activity in which scammers inflate ad engagement by using low-paid workers or bots, drawing financial gain from networks paying them based on ad impressions or clicks. Tech giants Facebook and Google are among the platforms the highest ad spend is wasted on in APAC. The prevalence of advertising and bot fraud differs vastly across the region, being below one percent in some countries and territories and over ten percent in the countries most affected.
Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028
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Ad spend in billion U.S. dollars
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Data provided by Statista Market Insights are estimates.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.
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Statista. (August 15, 2024). Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028 (in billion U.S. dollars) [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/
Statista. "Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028 (in billion U.S. dollars)." Chart. August 15, 2024. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/
Statista. (2024). Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028 (in billion U.S. dollars). Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/
Statista. "Digital Advertising Spending in Asia from 2019 to 2024, with Forecasts to 2028 (in Billion U.S. Dollars)." Statista, Statista Inc., 15 Aug 2024, https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/
Statista, Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028 (in billion U.S. dollars) Statista, https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/ (last visited August 24, 2024)
Digital advertising spending in Asia from 2019 to 2024, with forecasts to 2028 (in billion U.S. dollars) [Graph], Statista, August 15, 2024. [Online]. Available: https://www.statista.com/statistics/303922/internet-ad-spend-asia-pacific/