Market Insights Advertising & Media Advertising

Social Media Advertising - Asia

Asia

In Asia, ad spending in the Social Media Advertising market is projected to reach €98.82bn in 2024.
This ad spending is expected to exhibit an annual growth rate (CAGR 2024-2029) of 11.46%, leading to a projected market volume of €170.00bn by 2029.
In a global context, a significant portion of ad spending will be generated China, with an expected total of €78,490.00m in 2024.
By 2029, it is anticipated that 85% of total ad spending in the Social Media Advertising market will be generated through mobile platforms.
Additionally, the number of users in the Social Media Advertising market in Asia is expected to reach 3,621.0m users by 2029.
In Asia, India's social media advertising market is witnessing a surge as brands increasingly leverage influencer partnerships to engage younger audiences.

Key regions: United States, France, Japan, Europe, Germany

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Analyst Opinion

The Social Media Advertising market in Asia is experiencing significant growth and development, driven by several key factors.

Customer preferences: Customers in Asia are increasingly turning to social media platforms for entertainment, communication, and information. With the rise of smartphones and affordable internet access, social media has become an integral part of people's daily lives. As a result, advertisers are recognizing the potential of reaching a large and engaged audience through social media advertising.

Trends in the market: One major trend in the Social Media Advertising market in Asia is the increasing adoption of influencer marketing. Influencers, who have a large following on social media platforms, are seen as trusted voices and can greatly influence consumer purchasing decisions. Brands are leveraging this trend by partnering with influencers to promote their products or services, creating a more authentic and relatable advertising experience. Another trend is the growing popularity of video content on social media platforms. Short-form videos, such as TikTok and Instagram Reels, have gained immense popularity among Asian users. Advertisers are capitalizing on this trend by creating engaging and entertaining video ads that resonate with the target audience.

Local special circumstances: Asia is a diverse region with different cultural, linguistic, and economic backgrounds. Advertisers need to understand and cater to these local nuances to effectively connect with their target audience. Localization of content, language, and cultural references is essential for successful social media advertising campaigns in Asia.

Underlying macroeconomic factors: Asia is home to some of the world's fastest-growing economies, such as China, India, and Southeast Asian countries. Rapid urbanization, rising disposable incomes, and a growing middle class are driving consumer spending in these markets. Advertisers are capitalizing on this economic growth by increasing their social media advertising budgets to reach and engage with the expanding consumer base. Furthermore, the increasing internet penetration and smartphone adoption rates in Asia are creating a favorable environment for social media advertising. As more people gain access to the internet, the potential audience for social media advertising continues to grow, presenting a lucrative opportunity for advertisers. In conclusion, the Social Media Advertising market in Asia is experiencing significant growth and development due to increasing customer preferences for social media platforms, the adoption of influencer marketing, the popularity of video content, and the region's underlying macroeconomic factors. Advertisers need to understand and cater to local preferences and circumstances to effectively tap into the immense potential of the Asian market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on social media advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers social media advertising generated by social networks or business networks such as Facebook, Tiktok, Instragram, Pinterest, and LinkedIn.

Modeling approach:

A combined top-down and bottom-up approach determines the market size. Starting with the top-down approach, we calculate global social media advertising by aggregating revenues from key players (Meta Platforms (Facebook and Instagram), ByteDance (Tiktok and Douyin), Twitter, Snapchat, and Microsoft (LinkedIn)). 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, social media 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.