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APAC ad market to grow 5.4 per cent in 2014; Vietnam fastest, Australia slowest

Media agency Dentsu Aegis Network has posted some bullish ad spend predictions for Asia Pacific, reckoning that the region will grow 5.4 per cent year on year in 2014 and even faster in 2015.

Even so, the agency has revised down its number from March this year, when it predicted 5.6 per cent growth for 2014.

Year on year % growth at current prices
2014 2015
GLOBAL 5.0 (4.8) 5.0 (5.0)
ASIA PACIFIC 5.4 (5.6) 5.9 (5.9)
AUSTRALIA 0.1 0.9
CHINA 7.6 7.9
INDIA 8.7 9.0
JAPAN 2.0 1.7
INDONESIA 21.8 26.2
VIETNAM 35.2 23.9
  Figures in brackets from previous forecast in March

The fastest growth is to come from Vietnam, with 35.5 per cent growth expected this year, while Australia is projected to see hardly any growth at all, with just 0.1 per cent growth expected.

The numbers are calculated based on ad spend data net of negotiated discounts and with agency commission deducted, in current prices and in local currency. The agency does not provide actual spend figures, only percentage growth projections.

Dentsu Aegis Network boss Jerry Buhlmann, said: “Dentsu Aegis Network’s latest advertising forecast gives us increased optimism for the outlook of global and regional advertising spend. With the global recession further behind us and a healthy trend of 5 per cent year-on-year global ad growth, there is positive momentum building across the industry.”

“While digital continues to headline market trend discussions, the components within this dominant media now provide the interesting chapters, with the opportunities in mobile leading the debate. With changes and trends in consumer behaviour driving business opportunities, brands need to deliver innovative and integrated solutions to reap the rewards ahead,” he said.

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