Southeast Asia Digital Ad Spending

Our 2022 Growth Forecast Remains Strong After Banner Year

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?

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

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Man-Chung Cheung


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