14 July 2021

APAC’s 2021 adspend to reach US$229bn on Olympics boost

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.

Four findings

• 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.

Sourced from Dentsu, Marketing-Interactive