Traditional TV and Strong Online Growth Contribute to Higher Ad Revenues for Asia Pacific

Revenue generated from advertisements in Asia Pacific increased by 4.5 percent in 2016 compared to a year ago, reaching to $139 billion,  and is expected to expand to $182 billion in 2021, according to IHS Markit.

The Asia Pacific region collectively contributes to revenues amounting to one third of the total global advertising market last year.

“The Asia Pacific ad market last year, bolstered by robust performance of traditional TV media and rapid online growth, saw stronger growth that was underpinned by structural drivers, such as rising consumerism, the emerging middle class, as well as rapid mobile device adoption by a younger demographic in the developing markets,” says Qingzhen Chen, senior analyst at IHS Markit.

“These factors will continue to propel the growth of advertising in the longer term. In contrast, growth for mature ad markets like Australia and Japan continues to be predominantly driven by innovation, better audience measurement, and digital adoption of traditional media via ‘out-of-home’ access.”

Imminent change

The latest IHS Markit analysis shows traditional TV media had dominated the Asia Pacific ad market in 2016, accounting for 39.0 percent of the total ad revenue.

Still, TV commercials are expected to grow steadily with a compound annual growth rate (CAGR) of 2.2 percent between 2016 and 2021 for the ten aforementioned Asia Pacific countries studied.

However, IHS Markit expects its share to decline to 34.0 percent by 2021 as stronger online media takes up a larger slice of the pie.

“While traditional TV media still remains an important revenue generator in Asia Pacific, print ads are expected to see imminent change over the next few years,” says Kia Ling Teoh, analyst at IHS Markit.

“Print ad has been growing in India, for instance, and it remained the dominant advertising medium in Singapore in 2016. However, we expect publishers to further trim their newspaper business moving forward, which has already taken place in Australia, New Zealand and Malaysia.”

China leads online ad market

According to Market Monitor: Advertising in APAC by IHS Markit, online advertising continues to see a rapid growth with a CAGR of 301 percent between 2011 and 2016. The online ad market is expected to grow at a CAGR of 11.9 percent between 2016 and 2021.

“Despite the double-digit rate, online ad revenue is still small compared to traditional TV media. Structural factors such as poor connectivity and broadband infrastructure cap the level of growth possible in Asia Pacific’s online ad markets,” Teoh said.

By country, China continues to lead online ad market in the region, taking 63.1 percent of the total online ad revenue of the ten Asia Pacific ad markets collectively by 2021.

China’s 650 million online users -- twice the size of the US population -- only accounts for half of China’s population, making it one of the region’s most attractive ad markets.

“Domestic online companies continue to invest aggressively into digital advertising, and foreign publishers show no sign of retreat from trying to enter the market, notwithstanding tightening content and ad regulations,” Chen said. 


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