Market Insights Advertising & Media Advertising

Search Advertising - ASEAN

ASEAN

Ad spending in the Search Advertising market in ASEAN is forecasted to reach US$4.00bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.05%, leading to a projected market volume of US$5.89bn by 2029.
When compared globally, the majority of ad spending will originate from the United States ( US$132.70bn in 2024).
Within the Search Advertising market of ASEAN, 43.67% of total ad spending is expected to be generated through mobile in 2029.
The average ad spending per internet user in the Search Advertising market is projected to be US$6.86 in 2024.
In ASEAN, Search Advertising is experiencing rapid growth driven by the increasing digitalization of businesses across the region.

Key regions: France, China, Germany, United States, United Kingdom

Market

Region

Region comparison

Currency

Analyst Opinion

The Search Advertising market in ASEAN is experiencing significant growth and development.

Customer preferences: Customers in the ASEAN region are increasingly relying on search engines to find information, products, and services. They appreciate the convenience and efficiency of search advertising, as it allows them to quickly access relevant information and make informed decisions. Additionally, customers in ASEAN countries are becoming more tech-savvy and are spending more time online, creating a larger audience for search advertising.

Trends in the market: One of the key trends in the Search Advertising market in ASEAN is the increasing adoption of mobile devices. ASEAN countries have a high mobile penetration rate, and customers are increasingly using their smartphones and tablets to access the internet. This trend has led to a shift in advertising budgets towards mobile search advertising, as businesses recognize the importance of reaching customers on their preferred devices. Another trend in the market is the growing focus on local and regional search advertising. ASEAN countries have diverse cultures, languages, and consumer preferences. As a result, businesses are tailoring their search advertising campaigns to specific local markets to ensure relevance and effectiveness. This trend is driving the demand for localized search advertising solutions and services.

Local special circumstances: While the ASEAN region as a whole is experiencing growth in the Search Advertising market, each country has its own unique circumstances that impact the market. For example, in Indonesia, the largest economy in ASEAN, the market is characterized by a large and growing middle class, rapid urbanization, and increasing internet penetration. These factors contribute to a growing demand for search advertising as businesses seek to reach and engage with a larger audience. In Singapore, a highly developed and competitive market, businesses are focusing on leveraging advanced technologies and data analytics to optimize their search advertising campaigns. The country's strong digital infrastructure and high internet penetration rate provide a conducive environment for businesses to adopt innovative search advertising strategies.

Underlying macroeconomic factors: The growth of the Search Advertising market in ASEAN is supported by several underlying macroeconomic factors. The region has experienced steady economic growth in recent years, leading to an expansion of the middle class and an increase in consumer spending power. This has created a larger customer base for businesses to target through search advertising. Furthermore, the ASEAN region has seen a rapid increase in internet penetration, driven by factors such as improved connectivity, affordability of smartphones, and government initiatives to promote digitalization. As more people gain access to the internet, the demand for search advertising is expected to continue growing. In conclusion, the Search Advertising market in ASEAN is developing rapidly due to customer preferences for convenience and efficiency, the increasing adoption of mobile devices, the focus on local and regional advertising, and underlying macroeconomic factors such as economic growth and internet penetration. Businesses in the region are recognizing the importance of search advertising in reaching and engaging with their target audience, and are adapting their strategies accordingly.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on search advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers search advertising that is displayed on search result pages or next to organic search results.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global search advertising by aggregating advertising revenues from key players (Alphabet (Google), Microsoft (Bing), Baidu, Amazon, Alibaba, etc.). Followed by the bottom-up approach, we justify global, country, and region results using web traffic and the number of app downloads. Lastly, we distribute the results to each country individually with relevant indicators such as GDP, internet users, and digital consumer spending by country.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, 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 case market dynamics change.