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2022 APAC ad spend seen higher than pre-pandemic: Report
Digital media planning & buyingAsia (general region)Advertising expenditure & forecasts
The Asia Pacific region’s ad spend in 2022 is predicted to grow by 5.9% – US$33 billion higher than the 2019 pre-pandemic level – with digital forecast to rise 9.6% to a share of 61.1% of total APAC advertising spend, according to dentsu’s Global Ad Spend Forecast report.
Why it matters
APAC’s 2022 ad spend – fuelled by digital – is projected to build on a stronger than expected recovery in 2021, which saw record growth of 14.4% to US$241 billion, in a rebound that is almost three times greater than previous global financial and advertising crises.
APAC ad spend is expected to grow by 5.9% (vs global 9.2%) to reach US$255 billion (vs US$745 billion globally) in 2022.
APAC growth will be fuelled by the rise of digital, now 61.1%, outpacing global growth at 55.5% of overall ad spend.
The recovery will be almost three times faster than the previous global advertising decline following the 2008 financial crisis.
Top five markets in 2022 continue to be the USA, China, Japan, the UK, Germany; the fastest growing will be India, the USA, Russia and Canada.
China (17.5%) and Japan (8.2%) are two of the top three contributors globally, with India the fastest growing market globally (14.6%).
“Marketers will need to be nimble, leaning on technology and maximising opportunities in video, social, connected TV and e-commerce. Use of data to drive business outcomes without compromising privacy or security will continue. We expect data collaboration to be a big focus in 2022.” – Prerna Mehrotra, CEO media APAC, Dentsu International.