Adspend in APAC is forecast to grow by 8% to US$229bn in 2021, led by especially strong growth in Australia and India, according to Dentsu’s latest adspend report as published in Marketing-Interactive.
Why it matters
Within APAC, Australia and India will stand out in 2021 for their particularly high adspend growth rates that are expected to exceed pre-pandemic levels in China, even as Asia Pacific’s overall spend levels will likely remain below pre-pandemic levels.
APAC’s 6.2% rise in digital spend last year is forecast to grow by 12.8% in 2021 to US$124.5 billion, or 54% of total adspend.
Forecasts for social (33.4%) and video (10.8%) will also rise, with search also growing (7.8%) to US$23.1 billion in 2021.
Offline/linear adspend will see a return to growth of 2.8% to US$104.8 billion, following a 15% decline in 2020.
Dentsu predicts an H2 2021 boost by the Tokyo Olympics in Q3, with a further 2.9% rise in 2022 to US$13.2 billion in adspend.