Spotlight

Southeast Asia Digital Ad Spending

Our 2022 Growth Forecast Remains Strong After Banner Year

Report by Man-Chung Cheung  | Feb 1, 2022
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Table of Contents
Executive Summary
Key Points
Ad Spending in Southeast Asia Will Rebound After a Pandemic Dent
The Pandemic Spurred Digital Advertising Growth Across the Region
Marketers Must Understand Local Digital Trends to Succeed in a Diverse Region
What Does This Forecast Mean for Marketers in Southeast Asia?
Read Next
Sources
Media Gallery
About This Report
In Southeast Asia, total media ad spending snapped back to pre-pandemic levels in 2021 and will continue rising strongly this year. The growth in digital ad spending, though tamer in 2022, will again outpace that of the overall ad market.
Topics
Digital Ad Spending
Total Media Ad Spending
Mobile Ad Spending
Southeast Asia
Table of Contents
Executive Summary
Key Points
Ad Spending in Southeast Asia Will Rebound After a Pandemic Dent
The Pandemic Spurred Digital Advertising Growth Across the Region
Marketers Must Understand Local Digital Trends to Succeed in a Diverse Region
What Does This Forecast Mean for Marketers in Southeast Asia?
Read Next
Sources
Media Gallery

Executive Summary

The digital ad market will register a robust $417.4 million increase in 2022—moderate compared with last year’s $555.7 million jump, but enough for spending to top $4 billion this year. High COVID-19 vaccination rates across most of Southeast Asia will galvanize the major economies in 2022, extending the overall ad market’s rebound from the early days of the pandemic.

Key Questions

  • How much more will Southeast Asia spend on digital, mobile, and media advertising overall in 2022?
  • What factors are affecting ad spending in the region, and how do they differ across the six major economies?
  • Which digital platforms should advertisers consider investing their budgets in this year?
Digital Ad Spending Share in Southeast Asia, by Country, 2022 (% of total media ad spending)
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KEY STAT: In 2022, digital’s share of total ad spending in Southeast Asia will approach the one-third mark. By comparison, Asia-Pacific as a whole, including China, will boast a share nearly twice that size, at 63.4%.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Ad Spending in Southeast Asia Will Rebound After a Pandemic Dent
  1. The Pandemic Spurred Digital Advertising Growth Across the Region
  2. Marketers Must Understand Local Digital Trends to Succeed in a Diverse Region
  3. What Does This Forecast Mean for Marketers in Southeast Asia?
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Digital Ad Spending Share in Southeast Asia, by Country, 2022 (% of total media ad spending)Total Media Ad Spending in Southeast Asia, by Country, 2019-2024
Digital Ad Spending in Southeast Asia, 2019-2024 (billions, % change, and % of total media ad spending)Mobile Ad Spending in Southeast Asia, 2019-2024 (billions, % change, and % of total digital ad spending)
Digital Ad Spending in Southeast Asia, by Country, 2019-2024Mobile Ad Spending Share in Southeast Asia, by Country, 2022 (% of digital ad spending)

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authors

Man-Chung Cheung

Contributors

Jade Appel
Associate Forecasting Analyst
Oscar Orozco
Director, Forecasting
Benjamin Silverman
Researcher, Southeast Asia & India
Debra Aho Williamson
Principal Analyst