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Asia to drive growth of global ad economy, but Japan stuck in ‘low growth rut’

Ad spend growth by region, 2013-2014. Source: Zenith Optimedia

Ad spend growth by region, 2013-2014. Source: Zenith Optimedia

Emerging Asian markets such as China, India, Indonesia, Thailand and Vietnam have contributed more to the growth of the ad industry than anywhere this year, according to research from media agency Zenith Optimedia.

In 2013, a group of countries referred to as ‘fast-track Asia’, which includes China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam, will have grown by 10.7 per cent, reckons the media agency.

Next year will see more double-digit growth in these countries, with a 10.5 per cent rise predicted between 2013 and 2014.

However, ‘advanced Asia’, which includes Australia, New Zealand, Hong Kong, Singapore and South Korea, grew by just 1.3 per cent in 2013. Brighter times are expected next year, though, with this sub-region to grow by 4.5 per cent, Zenith predicts.

Japan, which is measured separately to other Asian markets, grew by 2.1 per cent in 2013. That growth rate of around two per cent is expected to continue until 2016.

“Japan remains stuck in its rut of persistent low growth”, Zenith states in its report.

Zenith predicts that the global ad economy will grow by 5.3 per cent in 2014, to reach US$532 billion by the end of the year.

Over the next few years, five Asian markets – led by China – are to contribute more to the growth of the global ad economy than anywhere else outside, with the US, Argentina and the UK also playing a key role in expanding the industry.

Top ten contributors to adspend growth 2013-2016 (US$m)

Top ten contributors to adspend growth 2013-2016 (US$m)

 

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