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Sri Lanka’s ad growth by 2023 to be driven by digital formats

Sri Lanka’s ad growth by 2023 to be driven by digital formats
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Sri Lanka – Despite the turmoil brought by the new COVID-19 Omicron variant as well as the economic issues the country is facing, Sri Lanka’s advertising scene is set to grow by 16% by 2023, which will be dominated by digital formats. This is according to the latest data from Mediabrands’ MAGNA.

According to the insights, Sri Lanka’s advertising market grew by over 10% in 2021. However, it is feared that this growth forecast might change in the near future amidst economic instability in the country, as well as facing a consumer price inflation crisis.

In other mediums, linear formats will also see some growth this year, though on a smaller scale. Meanwhile, television (+3%) and radio (+5%), and OOH (+13%) will see the strongest growth while print will decline slightly (-5%). 

“2023 will bring continued recovery for most linear ad formats, with the exception of print, but over the long term, we anticipate digital will continue to gain market share at the expense of linear media channels,” the report said in a statement.

As evident across APAC, digital is the backbone of growth, with all digital formats expected to see another year of double-digit growth: video by over 52%, social by over 25%, search by over 21%, and display by over 18%. In total, digital advertising revenues will reach US$131m, or a 37% market share regionally.

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