DAN forecast anticipates digital accounting for lions share of ad spend in Singapore and Malaysia

Singapore and Malaysia will debut in the list of markets where digital is the leading channel, according to the latest advertising spend forecast from the Dentsu Aegis Network.

This comes against the backdrop of digital advertising in the Asia-Pacific region expected to account for 49% of total ad spend. The total ad spend is estimated to grow by 4.5% to $220 billion in 2019.

Digital spends in Asia are led by China at 63%, Hong Kong with 48% and Taiwan with 43%. Among the large markets, India lags when it comes to digital spend with the channel accounting for only 20.9% of total ad spend in the country. 

The overall growth in ad spend in the Asia-Pacific region is predicted to be 4.5%, slightly down from 4.6% in 2018, taking total investment to $220 billion.

The fastest growing market in the region is expected to be India with a growth rate of 11.6% predicted for 2020. In the same year, China is expected to grow at 6.4% and Japan at 2.4%

Nick Waters, CEO of Dentsu Aegis Network Asia Pacific, said: “Asia Pacific continues to see growth through digital connectivity — driven not only by advances in technology, but the increasing speed of consumer adoption.

“This region has been leading the way in the uptake of new technology for quite some years, and the world leading growth in digital seen in this forecast continues to show Asia Pacific at the forefront of new developments in this area. In China where digital penetration is highest, the trend shows little sign of slowing down.”

The Dentsu Aegis ad spend forecasts are based on analysis from across 59 markets globally.


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