Australia – the only market with no growth as APAC ad spend up 4.7 per cent
Advertising spend in Asia is expected to grow by 4.7 per cent in 2013 and 5.2 per cent next year, according to media agency Carat.
The fastest growing sub-region is Southeast Asia, with Indonesia, Philippines and Vietnam the fastest growing market.
Vietnam is expected to grow by 29 per cent this year.
Australia is APAC’s lowest growth market, with a contraction of 0.6 per cent seen in the first half of 2013.
Australia has suffered the longest recorded period – two and half years – of consecutive negative growth.
China is forecast to grow by 6.9 per cent in 2013 – a relatively low figure given sharp growth spurts in previous years.
India is expected to grow at a fractionally faster rate than China, up 7 per cent in 2013.
Nick Waters CEO of Aegis Media Asia Pacific, said: “We can expect more moderate rates of growth in China in line with slowing of the GDP growth, but the market continues to be the major player in driving growth in Asia Pacific.”
The ad industry in Australia still faces headwinds but the change of government gives cause for encouragement and the market is predicted to grow in 2014. Southeast Asian markets continue to show significant and rapid growth,” he said.
“Technology’s impact on consumer behaviour continues to drive acceleration of digital media as agencies and clients adapt to the new possibilities.”
Carat’s regional ad spend forecast (Figures in brackets show our previous forecasts from Mar 2013):
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2013 |
2014 |
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ASIA PACIFIC |
4.7 (5.3) |
5.2 (6.2) |
AUSTRALIA |
0.0 (1.5) |
1.0 (1.4) |
CHINA |
6.9 (6.9) |
7.9 (7.8) |
HONG KONG |
6.6 (6.4) |
6.9 (12.5) |
INDIA |
7.0 (7.3) |
7.6 (7.7) |
INDONESIA |
17.1 (17.0) |
18.3 (21.9) |
JAPAN |
1.3 (2.7) |
1.0 (2.8) |
MALAYSIA |
7.5 (6.3) |
7.5 (7.6) |
NEW ZEALAND |
1.0 (2.7) |
0.9 (2.6) |
PHILIPPINES |
12.3 (8.6) |
10.5 (6.1) |
SINGAPORE |
1.3 (1.7) |
1.0 (1.9) |
SOUTH KOREA |
1.3 (2.0) |
2.2 (2.5) |
TAIWAN |
4.0 (1.1) |
0.4 (3.0) |
THAILAND |
5.3 (6.1) |
3.3 (6.8) |
VIETNAM |
29.1 (20.0) |
21.8 (29.0) |
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