Asia-Pacific ad outlook positive, MPA says in new report

In more good news for the Philippines, Media Partners Asia (MPA) says in its latest report that the country will experience the fastest advertising growth in APAC this year.

The Philippines’ net ad spend is forecast to expand by 15.2% on the back of elections and digital growth, and will be followed by India, with 11.8% projected ad growth this year, Vietnam (8.8%), China and Indonesia (7.6% each) and Thailand (5.3%).

In terms of ad growth over 2018-23, the region’s key markets are: India (10.7% CAGR), Vietnam (8.8%), the Philippines (7.5%) and Indonesia (5.6%).

In Japan and Australia, both large and mature markets, ad spend is projected to grow by 2.4% and 4.3% respectively over 2018-23, driven by digital.

In all, the region’s net adspend will expand by 6.2% in 2019, moving close to US$195 billion, after 6.3% growth in 2018.

Digital’s share of ad spend across the region will expand from just over 50% in 2019 to 59% by 2023, with online video contributing 20%, the report says.

The outlook across Asia Pacific remains positive with MPA analysts forecasting ad gains in almost all markets this year, with ad growth across the board over 2018-23.

MPA expects net ad spend in APAC to total US$235 billion by 2023, representing a 5.4% CAGR from 2018.

“The general outlook remains positive, buoyed by steady growth across almost all markets over 2019 and 2020. In addition, elections in India, Indonesia, Philippines and Thailand will further boost ad prospects this year, while India will also benefit from marquee cricket,” MPA executive director, Vivek Couto, said.