Singapore – A new report from global media investment company Magna Global has indicated the ‘resilience’ of the advertising market in the Asia-Pacific region, with a 7.8% ad growth standout for India alone.
The June report showed this as “above-average ad spend resilience” or a significant ad intensity, commonly defined as ad spend per capita wherein India’s at $11. Compared to the US’ $1,100, this still reflects the purchasing power of local consumers and the maturity of India’s media and advertising ecosystem.
In other regions such as the Philippines and Indonesia, the report highlighted a continued shift toward digital advertising. This is said to be fueled by digital platforms, resulting in the increase of digital adoption and consumer spending.
Accordingly, global advertising revenues could reach $979 billion this year, a 4.9% increase from 2024. This growth is attributed to AI innovation, e-commerce, and the rise of retail media networks, with a significant shift in digital media:
- Digital pure Players (DPPDs) to grow by 8% to $715 billion
- Traditional Media Owners (TMOs) to face a decline by 3% in ad revenues
The United States is noted to be the largest advertising market, while the automotive industry is set to be at risk with a 2% ad spending decline. The report forecasted a re-acceleration in the said industry by 2026.
In totality, the report highlighted that global economies still navigate uncertainty and the APAC region being steady is still driven from global developing economies.
