Key regions: United States, China, Europe, Asia, Japan
The Advertising market in Eastern Asia has been experiencing significant growth in recent years.
Customer preferences: Customers in Eastern Asia have shown a strong preference for digital advertising channels. With the rapid development of technology and the increasing popularity of smartphones and other mobile devices, people in this region are spending more time online, which has created a huge demand for digital advertising. Social media platforms and search engines are particularly popular among consumers, making them attractive channels for advertisers to reach their target audience.
Trends in the market: One of the key trends in the advertising market in Eastern Asia is the rise of influencer marketing. Influencers, who are individuals with a large following on social media, have become powerful marketing tools for brands. Their ability to connect with their followers on a personal level and their credibility among their audience make them effective in promoting products and services. As a result, many companies are partnering with influencers to increase brand awareness and drive sales. Another trend in the advertising market in Eastern Asia is the increasing use of video advertising. Videos have become an engaging and popular format for advertising, as they can convey messages in a visually appealing and entertaining way. With the rise of video-sharing platforms such as YouTube and TikTok, advertisers are leveraging these platforms to reach their target audience and capture their attention.
Local special circumstances: One of the unique characteristics of the advertising market in Eastern Asia is the dominance of local social media platforms. While global platforms such as Facebook and Instagram are popular in the region, there are also local platforms that have a strong presence and user base. For example, WeChat in China and Line in Japan are widely used by consumers, and advertisers need to take these platforms into consideration when planning their advertising strategies.
Underlying macroeconomic factors: The strong economic growth in Eastern Asia has contributed to the development of the advertising market in the region. As countries in Eastern Asia continue to experience economic prosperity, businesses have more resources to invest in advertising and marketing activities. Additionally, the rising middle class in the region has increased consumer spending power, creating a larger market for advertisers to target. In conclusion, the advertising market in Eastern Asia is driven by customer preferences for digital advertising, with a strong emphasis on social media and video channels. Influencer marketing and the use of local social media platforms are also prominent trends in the region. The underlying macroeconomic factors, including strong economic growth and an expanding middle class, are supporting the growth of the advertising market in Eastern Asia.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising by businesses for traditional and digital advertisements.Modeling approach:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights). Next, we use relevant key market indicators and data from country-specific associations, such as GDP, internet users, consumer spending, and digital consumer spending. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year. In some cases, the data is updated on an ad-hoc basis (e.g., when new relevant data has been released or significant changes within the market have an impact on the projected development).
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