Online Ad Spending in Asia-Pacific Is Heating Up
Over @ eMarketer I found this article about online ad spending in the Asia-Pacific region – the takeaway: Things are heating up much faster in the region than expected…
Several recent reports have drawn some interesting conclusions about the online advertising market in the Asia-Pacific region. The Nielsen Company recently reported double digit growth for Q1 2010 advertising spending in Indonesia, Taiwan and Thailand over the same period in 2009.
Nielsen’s Hong Kong office also recently reported that online ad revenues reached HK$255 million ($32.7 million in US dollars) in Q4 2009 to boost full year spending to HK$869 million ($111.4 million US). The total number of advertisers and campaigns more than doubled from Q4 2008 to Q4 2009, signaling an acceptance of online ads among advertisers in Hong Kong.
The Interactive Advertising Bureaus of Australia, New Zealand and Singapore also recently released their latest data for total advertising spending, with the Web leading the way. Online advertising in Australia was up 17% in the first quarter of 2010 year-over-year, propelled by a surge in search and directory spending. In May, IAB New Zealand reported a 12.3% increase in Q1 2010 and IAB Singapore estimates that online spending grew 30.2% from the first half of 2008 through the first half of 2009.
It all boils down to one point: Online advertising saw sustained growth throughout Asia-Pacific, compared to a 9.8% contraction in total advertising spending worldwide from 2008 to 2009 as estimated by ZenithOptimedia.
It’s not anything new to say that Asia is a huge opportunity for marketers looking to reach out overseas to seemingly untapped masses. What this data does show is that online advertising is booming in the Asian market, and for the first time, marketers won’t be able to count on Asia being “untapped” much longer, at least online.
Source: eMarketer
