Digital ad spend in South East Asia is set to grow 13% in 2018, accounting for 21% of total regional media budget. That’s up from just 13% of regional ad budgets in 2015.
Growth will then slow to 5% YOY by 2020 as the market matures and digital hits a 25% share of total ad budgets in South East Asia.
Grab the spend data for yourself on the Digital in Asia public Google Sheets below:
Each year GroupM publishes its overview and speculations on the state of digital marketing and its implications for advertisers. This year’s report – Interaction 2017 predicts that in 2017 digital’s share of ad investment in the developing world will at last have caught up with the developed world, to around 33%.
10 countries have already witnessed digital overtake TV, with a further five expected in 2017, two from APAC; France, Germany, Ireland, Hong Kong and Taiwan.
Interaction 2017
In 2017 it’s challenging to discriminate digital marketing from all marketing. Consumers barely separate their digital and analog lives; little media is published in only analog form and enterprises infuse digital processes into every aspect of their organisations.
However, it’s probably true to say that marketing strategy and marketing services remain more siloed than consumer behaviour, and equally true that marketing and sales organisations remain more separated than they should be given the collapse of the purchase funnel.