Digital ad spend in Asia jumped 64% in 2022

Posted: 2023-04-03

Digital advertising in Asia saw a huge rise in ad spend during 2022. Advertising in Thailand, Indonesia, Singapore, Malaysia, Philippines, South Korea, and Taiwan increased significantly by almost $55 billion, indicating a 12% overall rise, according to a report by Nielsen

The surge was mainly driven by digital advertising, which grew by 64% compared to the previous year, followed by outdoor advertising at 19% and TV advertising at 6%. Cinema advertising experienced a resurgence as crowds returned to the movies, growing by 131%, while radio advertising decreased by 8%.

Singapore led the year-on-year increase with growth of 10.17%. Thailand and Malaysia followed closely with growth of 9.12% and 8.05% respectively.

Online shopping and gaming lead the ad spend in Indonesia, which reached $19.2 billion for the year – a 5.02% increase from 2021. South Korea’s ad spend rose to $8.7 billion in 2022, up by 5.54%. The biggest spenders were tech companies. Singapore’s ad spend reached $1.6 billion in 2022. The highest spend came from social media, followed by TV and outdoor.

These numbers show clearly that advertising in general, and digital advertising specifically, are still considered the best, most cost-effective way to connect brands with customers and keep them engaged. Marketers are striving to optimize their spending, and they can do that by utilizing the best data, in order to maximize ROI. Advertisers – get endless direct traffic and high performance with AdMaven!

With a population of over 4.5 billion people, the Asian market is an essential player in the global economy. The Philippines, Malaysia, Thailand, Indonesia, and other Asian countries are among the leading nations in terms of internet usage, with their populations spending a significant amount of time online. Asian consumers spend an average of 7 to 9 hours per day browsing the internet, resulting in a highly connected and tech-savvy consumer base with considerable buying power.

When you think about your digital marketing plan in Asia, take into account the demographic and economic differences. Country tiers are also very important when considering a campaign. For instance, countries like Japan and South Korea have advanced economies and a high standard of living, while countries like India and the Philippines are witnessing fast-paced economic growth and an expanding middle class. Understanding these differences can aid in identifying the ideal target audience for your products or services.

Advertising and Marketing Data, Blog, Digital Marketing