APAC ad spend still robust: ZenithOptimedia

The media agency has downgraded its ad spend growth forecast for Asia-Pacific from 7.4 per cent to 6.7 per cent. But it predicts Indonesia will see 19.6 per cent growth in its ad spend this year—the strongest in Asia-Pacific. It is followed by China, predicted to experience 14.5 per cent growth.

Growth in these markets is likely to help offset slower ad spend growth in Australia, New Zealand, Singapore and Taiwan, the company said.

Japan’s continued resurgence following the 2011 tsunami will see the market’s ad spend grow by more than 3 per cent in 2012, giving a “significant boost” to overall ad spend in Asia-Pacific.

Thailand is also recovering well from its 2011 floods, bouncing back with ad spend predicted to grow by 9.1 per cent this year, it said.

In the longer-tem, ZenithOptimedia predicts that 60 per cent of all the world’s ad expenditure growth will come from developing markets—defined as those outside North America, Western Europe and Japan.

Indonesia, South Korea, Thailand and India are predicted to each add between US$1 billion and US$4 billion to the global ad market and deliver another 15 per cent of global growth.

Meanwhile, the report showed the internet as the fastest growing advertising medium, predicting an average 16 per cent growth a year between 2011 and 2014.